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Sony Ericsson is one the world’s leading providers of mobile multimedia devices including phones, accessories and PC cards

Produce a presentation. The Presentation must be written in
professional manner and properly referenced. The presentation must be
designed for 20 slides maximum. You should use tables and diagrams
to 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 joint
venture 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 London
and 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 (sonyericsson.com).
Assessment Type: Individual*
BTEC Higher National Diploma in Business
Unit 7: Business Strategy Regent College
5
The main competitors of Sony Ericsson are Motorola, Inc., Nokia and Samsung. This
is an industry depending on purchases, telephone and cable companies, data
communication providers and broadcasters. Sony Ericsson sales in Q3 2008 are
€2,808m and this is a 10% decline from Q3 2007 results which was €3,108m. Their
gross profit has dropped by 35% from 2007 to 2008 (Sony Ericsson Press Release
17/10/2008)
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, what
mission, visions, objectives, goals and core competencies of an organisation (LO 1.1)
Identify and explain Sony Ericsson Stake holders and explain the importance of stakeholder
analysis. (LO 2.3)
Conduct an environmental and organisational audit on Sony Ericsson. As a minimum
requirement you must carry out a PESTLE analysis, Porter 5 Force analysis and an internal
audit. (LO 2.1, 2.2)
Review the issues involved in strategic planning and explain the different planning
techniques available (LO 1.2, 1.3)



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