Manoj 2178

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4/29/2013MANOJ SACHAPARA SPEC

SONY ERICSSONS

Prepared By

Manoj Sachapara

117550592178

Guided By

Mr.Umeshsingh

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Established on october 1 2001

Sony ericsson mobile corporation ab is a joint venture between japanese consumers company sony corporation and the swedish

telecommunication company ericsson to manufacture mobile phones .

Head quarter: Hammersmith, London,United Kingdom

The stated reason for this venture is to combine Sony's consumer electronics

expertise with Ericsson's technological knowledge in the communications sector.

Both companies have stopped making their own mobile phones

INTRODUCTION

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VISION


Be the leading telecom service provider inIndia with global presence

Create a customer focused organisation withexcellence in customer care,sales andmarketing

Leverage technology to provide affordableand innovative telecom .Services/productsacross customer segments

To experience the joy of advancing andapplying technology for the benefits of thepublic

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MISSION


Be the leading telecom service provider in India with global presence.

Generating value for all stakeholders - employees, shareholders, vendors &business associates

To explore International markets for Global presence Excellence in customer service-friendly, reliable, time bound, convenient

and courteous service

Creating a customer focused organization with excellence in customer

care, sales& marketing Developing a marketing and sales culture that is responsive to customer

needs

Becoming the most trusted, preferred and admired telecom brand

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THE-JOINT VENTURE


APRIL 2001:

Sony Corporation and Telefonaktienboaget LM Ericsson signed a

Memorandum

August 2001 :

Sony Corporation and Telefonaktienboaget LM Ericsson announced

the agreement on terms and conditions to merge their mobile phone

Business subject to final approval by the board.

September 2001 :Sony and Ericsson Board approved the mobile phone joint venture. The new

name had been set, Sony Ericsson Mobile Communications AB

SEMC receives the final approval of the European Commission and other regulatory authorities

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STRUCTURES OF THE NEW EQUITY JOINT VENTURE

Name of company: Sony Ericsson Mobile Communications (SEMC)

SEMC Headquarter: London, GB

Capital: Ericsson 50%, Sony 50%

(Ericsson invested 600m USD, Sony unknown)

Start of operation: October 1, 2001

Size of business:

Fiscal year 2000 shipments: Approx. 50million units (Approx. US$7.2 billion)

Board of directors:

Hellstrm (President and CEO, Ericsson)

Corporate executive team:

President, Katsumi Ihara (Corporate Executive Vice President, Sony Corporation)

Executive Vice President, Jan Wreby (President, Division Consumer

Products, Ericsson

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In the early nineties ericsson used to obtain chips from single

source a philips in mexico

In march 2000 a fire at the philips factory contamined the sterile

factoryBecause of that ericsson was faced with serious shortage and

its position was worse as production of current models and the

launch of new was held up.

Ericsson which has been in the cellular phones markets for

decades and was the world no 3 cellular telephone handsetmaker was struggling with huge losses

HISTORY

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Key people

Howard Stringer (Chairman)

Bert Nordberg (President)

Rikko Sakaguchi (EVP)

Kristian Tear (EVP)

William A Glaser Jr (CFO)


Sony Ericsson Mobile Communication India Pvt., Ltd.

operates as a GSM handset player in India.

The company offers handsets by consolidating its

presence in the music, imaging, and smartphone

categories

Mr. P.BalajiManaging director and director

Mr. Anil Sethi

President and region hear of sony ericsson india

Mr. Dick Komiyama

President of Sony Ericsson Mobile Communications

Mr. Sudhin Mathur

General Manager

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Mobile phones Mobile music device

Wireless systemsWireless voice

devices

PRODUCTS

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Sony Ericsson Strategy


. Reduced global workforce by 2,000

Realigned product development organization & processes

. Strengthened management

Created leaner, flatter organizational structure

. Reduced number of products in the portfolio New R&D investment to support future portfolio development

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CORPORATE SOCIAL RESPONSIBILITY


Sony ericssons believes in respect for human rightsand in the ethical treatment of all employees

Maintaining a sustainable environment

Reducing environment impact Environmental technology

Product recycling

Battery recycling sony ericsson announces new green heart

portfolioand bold co2 emissions reductionstargets

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SWOT Sony Ericson

Strengths: Weakness:


Existing Knowledge of Target

Market which is consumers in the

age group of 15-40.

Research & Development done in

vast number of Countries

including Sweden, China, Japan ,

US & UK

Creation & Innovation of Fantastic

Products

Most attractive & innovative

Global Brand

Low effective Distribution

Channels

Less importance given to

Promotional activities

high price is one of the

weakness

display screen is poor

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Opportunities: Threats:

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Untapped Markets-

such as Rural markets More Demand for

luxury products from

high end user

Strong Competition from Nokiawhich as 59% share whereasSony Ericsson has 8.1% share

Competition from other smallplayers in the market such as

Samsung, Motorola etc. Entry of new competitors

Change in technology such asintroduction of iphone by Apple

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Sales and market share


Calendar year Unit sales (millions)2004 422005 502006 74.82007 103.42008 96.62009 57.12010 43.12011 34.4
http://en.wikipedia.org/wiki/File:SonyEricsson_shipments2003to2009.png

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Major Competitor


Apple Samsung

Nokia

Blackberry

HTC

Micromax

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BIBLIOGRAPHY


Google.com

www.sonyericsson.com

Wikipedia www.sony.co.in

www.scrid.com
http://www.sony.co.in/http://www.sony.co.in/

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Thank You

Manoj 2178

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