Sony Ericsson Market Opportunity

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Sony Ericsson Marketing Plan


Sony ericsson Description:
Sony Ericsson is a joint venture established in 2001 by the Japanese company Sony Corporation and the Swedish telecommunications company Ericsson to make mobile phones. Both companies have stopped making their own mobile phones. The reason for this merger is to combine Sony's consumer electronics expertise with Ericsson's technological leadership (see Ericsson Mobile Platforms) in the communications sector.The company's global management is based in Hammersmith, London. It also has research & development teams in Sweden, Japan, China, Canada, the Netherlands, the United States, and the United Kingdom. Sony Ericsson has approximately 8,000 employees worldwide. The current President is Miles Flint and the Corporate Executive Vice President is Anders Runevad. Ericsson, which had been on the forefront of cellular phone innovation for decades, decided to divest its mobile phone business in 2001 following huge losses. Ericsson had decided to source chips for its phones from a single source, a Philips facility in New Mexico. In March 2000 a fire at the Philips factory contaminated the sterile facility. Philips assured Ericsson and Nokia (the other major customer of the facility) that production would be delayed by less than a week. Nokia began buying available chips from alternate sources and when it became clear that production at the Philips factory would be compromised for months, Ericsson was faced with a serious shortage. This compromised Ericsson's ability to compete by preventing the launch of new handsets and production of current models. Sony its first joint products in March 2002 and now has a full product portfolio covering all target groups. Sony Ericsson introduced the Walkman-branded W series music phones in 2005 (fourteen models to date: W200, W300, W550, W600, W610, W700, W710, W800, W810, W830, W850, W880, W900 and W950). The Sony Ericsson W-series music phones are notable for being the first music-centric series mobile phones, prompting a whole new market for portable music that was developing at the time. Sony Ericsson is also starting to incorporate its Cybershot brand to its 2006 line-up with the introduction of the 3.2 megapixel camera phone, the K790/K800. The K810 is the latest camera flagship model for Sony Ericsson, competing, not directly however, with Nokia's S60 devices in the N-series. Officials from Sony Ericsson stated that the company will produce low-cost cost colour screen and playing handsets for people of India with lower income. The phones will include a colour screen and music playing handsets. Sony Ericsson will make phones in India through its manufacturing agreements it has with Flextronics and Foxconn. The company's representatives said that by 2009 they hope Indian mobile phone market to increase 10 million units.

Mission Statement

Sony ericsson mission is to establish it's as the most attractive and innovative global brand in the mobile handset industry.


1) Sony Ericsson's goal is to become the number one player in mobile communications and entertainment solutions. 2) The company will share first-hand insight on how it plans to achieve this leadership position.

Situation Analysis:

Sony Ericsson reaches its 6th anniversary and the company has much to celebrate. From a start-up position Six years ago, Sony Ericsson has become one of the world’s most appealing mobile communications brands. The company, which is a 50:50 joint venture between Sony and Ericsson, was created in October 2001 and is now the world’s No. 4 largest telecoms manufacturer with the aim of becoming one of the top three. Combining the talents of Sony and Ericsson has enabled them to create a world class portfolio of products and services which differentiate us in the market place. Their parents’ heritage provided them with many things that no other player in the telecoms sector has ' infrastructure and telecoms know-how from...
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