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Swot Analysis of Sheng Siong
Marketing Plan Sony Ericsson Mobile Communication | | | | | | |

Table of Contents
1. Executive Summary 3

2. Current Marketing Situation 4 2.1 Market Summary 4 2.2 Competition 6 2.3 Product Offering 7 2.4 SWOT Analysis 9 2.5 Critical Issues 10

3. Market Strategy 10 3.1 Misson 10 3.2 Marketing Objectives 13 3.3 Financial Objectives 13 3.4 Target Market 13 3.5 Positioning 15 3.6 Marketing Mix 15

4. Fiancials 18 4.1 Sales Forecast 18 4.2 Expense Forecast 20

5. Controls 21 5.1 Implementations 21 5.2 Contingency Plan 22

6. Conclusion 23 7. References 24 8. Appendixes 30

1. Executive Summary
In the following report, we are presenting the marketing strategy of Sony Ericsson Mobile Communication.

Sony Ericsson, a limited liability joint venture between Sony Corporation and Telefonakiebolaget LM Ericsson, established in 2001 (Sony Ericsson 2010) and headquarter in London, United Kingdom. It is a global well-known top mobile phones manufacturer and has been in the industry for the past 10 years, offering a wide range of products and their main market emphasizes on mobile phones. It identify its targeted market through different segmentation such as demographic, psychographic and behavioral of its consumers and thus it manufactured series of mobile phones with unique designs and technology features that provide quality camera, music player, web application and entertainment functions (Global Data 2011).

Research draws attention to the fact that although Sony Ericsson is the leader in mobile manufacturing, it faces strong competition from rivals like Apple, Nokia and Samsung. Further investigation reveals that with the limitation of their technology Sony Ericsson has lost significant market shares and revenues.

In the past years, Sony Ericsson has been targeting segment ranges from young adults to white collars and fulfills their needs with their featured phones. As the smartphones demands increases and the demographic users


References: 9. MelvilleHouseBooks. 2010. Competition among Cell Phone Manufacturers – Mobile Phone Market Analysis. (Assessed 3 July 2011) http://melvillehousebooks.com/competition-among-cell-phone-manufacturers-mobile-phone-market-analysis/ 10 11. Ovum 's Adam Leach. 2009. Smartphones: the Silver Lining of the Declining Handset Market. (Assessed 30 Jul 2011) http://www.cellular-news.com/story/37790.php 12. PricewaterhouseCoopers LLP (PwC). (2011). Market analysis. (Accessed 2 July 2011) http://www.pwc.com/gx/en/technology/scorecard/consumer-electronics.jhtml 13. Sony Corporation. 2011. Sony Ericsson reports first quarter 2011 results. (Accessed 2 July 2011) http://www.sony.net/SonyInfo/IR/library/semc/pdf/q111.pdf 14. Sony Ericsson Mobile Communications. 2010. Company Facts – The Basic. (Assessed 15 May 2011) http://www.sonyericsson.com/cws/corporate/company/company/company-facts 15. Sony Ericsson Mobile Communication. 2010. Life is full of greener choices. (Assessed 17 May 2011) http://www.sonyericsson.com/cws/corporate/company/sustainability/greenheart 16. Sony Ericsson Mobile Communication. 2011. Mission – Welcome to Sony Ericsson Mobile Communication. (Assessed 4 July 2011) http://www.sonyericsson.com/cws/companyandpress/aboutus/mission?cc=gb&lc=en 17 1. Fildes,N. 2009. Sales of Sony Ericsson’s Satio suspended. Times Online. 23 November. (Assessed 20 May 2011) http://business.timesonline.co.uk/tol/business/industry_sectors/technology/article6928737.ece 2 1. Kotler,P and Armstrong,G. 2008. Principles of Marketing. 12 editions. Pearson Education Ltd. United States of America Brochure: 1. Akamai Technologies Inc. 2006. Case Study on Sony Ericsson – Sony Ericson and Akamai Launch A New Age In Mobile Communications. (Assessed 14 May 2011) Press Release 1. Sony Ericsson Mobile Communications. 2009. Sony Ericsson reports results for fourth quarter and full year 2008. (Assessed 15 May 2011) http://www.sonyericsson.com/cws/corporate/press/pressreleases/pressreleasedetails/pressreleaseq408-20090116 2. Stensgaard,A.B. 2006. Press Release. Sony Ericsson celebrates first five years with strong market position and stunning product portfolio. (Assessed 15 May 2011) http://www.ameinfo.com/98189.html Journal via Database: 1. Arghire,I. 2009. Sony Ericsson Details Marketing Plans. (Assessed 17 May 2011) http://news.softpedia.com/news/Sony-Ericsson-Details-Marketing-Plans-123748.shtml 2. Christopher,T. 2011. In China, Nokia is believed to be the market leader and Apple iPhone is the most wanted Smartphone. (Assessed 17 May 2011) http://www.smartmobix.com/china_nokia_market_leader_apple_most_wanted_smartphone 3. Diego,S. 2011. Devices Aren’t Dead: 36 Percent of Smartphone Owners State That Apps Don’t Satisfy Their Needs. (Assessed 30 June 2011) http://www.prweb.com/releases/2011/5/prweb8476696.htm 4. Foged,J. 2010. What do mobile users want in the year of the smartphone?. (Assessed 1 July 2011) http://www.sixthsenseinsights.com.au/what-do-mobile-users-want-in-the-year-of-the-smartphone/ 5. Global Data. 2011. Sony Ericsson Mobile Communications AB – Strategic SWOT Analysis Review. (Assessed 14 May 2011) http://www.marketresearch.com/product/display.asp?productid=6264404 6. Hanlon,M. 2006. Sony Ericsson introduces first Cyber-shot Camera phones. (Assessed 15 May 2011) http://www.gizmag.com/go/5293/ 7. Halon,M. 2005. Sony Ericsson W800 – the first phone raises the bar for mobile entertainment. (Assessed 15 May 2011) http://www.gizmag.com/go/3781/ 8. Jared. 2011. The Android Smartphone Scene in Singapore. ( Assessed 1 July 2011) http://www.androidmeup.com/articles/the-android-smartphone-scene-in-singapore 9. Johnson,S. 2009. Second Sony Ericsson phone has software problem. (Assessed 20 May 2011) http://www.reuters.com/article/2009/11/26/us-sonyericsson-britain-idUSTRE5AP3C520091126 10. Lagorce.A. 2008. Sony Ericsson gains market share; profit slips. (Assessed 20 May 2011) http://www.marketwatch.com/story/sony-ericsson-nabs-market-share-profit-slips-but-beats-view 11. Reisinger,D. 2011. Gartner: Android Market Share to near 50 percent. (Assessed 14 May 2011) http://news.cnet.com/8301-13506_3-20051610-17.html 12. Shukla,G. 2011. Sony Ericsson Xperia Ray gets priced and dated in UK. (Assessed 2 July 2011) http://androidos.in/2011/07/sony-ericsson-xperia-ray-gets-priced-and-dated-in-uk/ 13. Walters,R. 2011. Sony-Ericsson launches XPERIA Branded Ray and Active. (Assessed 30 June 2011) http://www.androidguys.com/2011/06/22/sonyericsson-launches-xperia-branded-ray-active/
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