Sony Ericsson

Assessment Format: Produce a presentation. The Presentation must be written inprofessional manner and properly referenced. The presentation must bedesigned for 20 slides maximum. You should use tables and diagramsto support your presentation to illustrate the text. You may produce the
Presentation in a group however you must provide speaker notes for
each slide individually.

*You may choose to research individually although you are highly encouraged to work within a group of 2-3 group members in gathering information. You must however produce the presentation individual and are marked individually.

Read the following introduction on Sony Ericsson.

Sony Ericsson is one the world’s leading providers of mobile multimedia devices including phones, accessories and PC cards. Established in 2001 as a 50:50 jointventure of Japanese company Sony, a leading consumer electronics supplier, and a
Swedish company Ericsson, market-leader in network infrastructure and telecoms,
Sony Ericsson is a global company having their global management based in Londonand R&D in Sweden, UK, France, Netherlands, India, Japan, China and the US.
Sony Ericsson has a key presence in both developed and developing markets and is
the world’s fourth-largest maker of handsets. Employing over 7,500 employees over
40 countries, the management team is led by President Hideki Komiyama, a former
senior executive of Sony Europe and Executive Vice-President and Head of Sales
Anders Runevad, the former President of Ericsson Brazil (
The main competitors of Sony Ericsson are Motorola, Inc., Nokia and Samsung. Thisis an industry depending on purchases, telephone and cable companies, data
communication providers and broadcasters. Sony Ericsson sales in Q3 2008 is €2,808m and this is a 10% decline from Q3 2007 results which was €3,108m. Theirgross profit has dropped by 35% from 2007 to 2008 (Sony Ericsson Press Release17/10/2008)
The above is Sony Ericsson’s position in year 2008. Carry out an extensive research and
analysis on Sony Ericsson and produce a presentation on below points.
Explain the context of Business Strategy. Using Sony Ericsson’s as an example explain, whatmission, visions, objectives, goals and core competencies of an organisation (LO 1.1)
Identify and explain Sony Ericsson Stake holders and explain the importance of stakeholderanalysis. (LO 2.3)
Conduct an environmental and organisational audit on Sony Ericsson. As a minimumrequirement you must carry out a PESTLE analysis, Porter 5 Force analysis and an internalaudit. (LO 2.1, 2.2)
Review the issues involved in strategic planning and explain the different planningtechniques available (LO 1.2, 1.3)



Sony Ericsson