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1.0 MISSION STATEMENT
‘Our mission is to establish Sony Ericsson as the most attractive and innovative global brand in the mobile handset industry.’
Source: http://www.sonyericsson.com/cws/corporate/company/aboutus/mission

VISION
‘A sustainable future encompasses conscious design, ethics, energy, recycling, health and community involvement.’
Source: http://www.sonyericsson.com/cws/corporate/company/aboutus/mission

1.1 purpose of report:
• Proposal of Management Strategy for Sony Ericsson
• Potential actions and its resources implications
• Limitations of strategies and recommendations

1.2 scope of strategies:
• Environmental scanning
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Source: http://www.marketingteacher.com/IMAGES/environment.gif, accessed 20 November 2008, reviewed by Gilbert Appasamy.

Environmental scanning identifies the organisation’s assets, resources, capabilities, competitive advantages and disadvantages as well as boundaries to strategies formulation

1.2 the internal environment (The 5 M’s)
•
1.2.1 The micro environment
•
1.2.2 the macro environment (pestle analysis)
1.2.2.1 top competitors
• Alcatel-Lucent
• Motorola. Inc
• Nokia Corporation
• Panasonic Mobile Communications
• Samsung Electronics Co, Ltd.

1.2.3.1 competiveness advantages
• A research and development unit for mobile phones in India
• Ranked amongst the leading ‘green’ company by Greenpeace in 2007

1.2.3.2 competiveness disadvantages

1.2.4 possible strategies identified
• Be the first ‘green’ company eliminating completely the use of dangerous and toxic chemicals in all its business units and the products being sold as well
1.2.5 limitations of strategies

2.0 stakeholder analysis
2.1.1 stakeholder mapping
2.2.2 key stakeholder position under current strategies
2.2.3 key stakeholder position under possible strategies
2.3 observation and consideration

3.0...