Case Study for Task 1
Sony Mobile Communications (SMC) is one the world’s leading providers of mobile multimedia devices including phones, accessories and PC cards. The main competitors of SMC are Apple, Nokia and Samsung.
SMC 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 (at the time of writing) by Executive Vice-President, Kunimasa Suzuki.
Sales for the Sony Mobile Products and Communications division in 2012 were Yen 622.7m, with an operating income of Yen7.2m. In 2013 their sales were Yen 1,257.6m, with an operating loss of Yen 97.2m.NB: the sales figures for this division of the Sony Corporation include the following products: mobile phones, personal and mobile products (eg. Tablets), and personal computers.
The above is Sony Ericsson’s position in year 2013. Carry out research and analysis on Sony Mobile Communications (SMC) and produce a presentation which addresses the points below:
a) Using SMC as an example, assess how mission statements, company visions, objectives, goals and core competencies contribute to the strategic planning process of an organisation. (LO 1.1)
b) Analyse the factors that SMC need to consider when formulating their strategic plans. (LO1.2)
c) Evaluate the effectiveness of the techniques SMC could use when developing strategic business plans. (LO1.3)
d) Analyse the strategic positioning of the Sony Corporation by conducting an organisational audit (LO2.1)
e) Conduct an environmental audit on SMC. As a minimum requirement you must carry out a PESTLE analysis, Porter 5 Force analysis and an internal audit. (LO2.2)
f) Assess the role of key SMC stakeholder groups – notably, shareholders, staff and customers – when formulating a new strategy. (LO2.3)
g) Present your recommended strategy for SMC in your preferred PowerPoint format. (LO2.4)
To achieve M1, you will make effective judgements about the value to an organisation of mission statements, vision statements, publicly stated goals and core strategies. To achieve M2, you will have used, explained and then evaluated the key techniques available to organisations when they are preparing to implement their short, medium and long term strategies.