Body

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 [pic] 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 corporate governance 3. 1 governance chain 3. 2 principles and theory 3. 3 sony ericsson 4. 0 ethics and corporate responsibility 4. 1 Friedman’s 4. 1. 1 Deontology 4. 1. 2 utilitarianism 4. 1. 3 teleology and egoism 4. 1. 4 ethical relativism 5. 0 conclusion 6. 0 references 7. 0 appendices: appendix a: sony ericsson quarter statements appendix b: latest technologies ———————– Environmental Factors Legal aspects