The Marketing strategy of Sony Ericsson.docx

8/10/2019 The Marketing strategy of Sony Ericsson.docx

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The Marketing strategy of Sony Ericsson

Summary:

This Essay discusses the Marketing strategy of Sony Ericsson, past and future goals for

the global markets, it is a joint venture of Sony corporation.

In the beginning, I have concentrated on the introduction and history of Sony Corporation

which is the parent company of Sony Ericsson.

After which I have discussed about Sony Ericsson and its Financial Summary and to

brief, I have also included few of the success achievements of the company, Followed by

SWOT analysis and PORTER's COMPETETIVE FORCES model.

To conclude I have put forward some suggestions to improve company's sales in global

Markets.

Introduction & History :

The first thing which comes to a person's mind when one thinks of Sony, is high-

technology-filled-with-gadgets electronic goods and innovation. "Sony is without a doubtone of the world's largest global electronics group". [1] How many other companies can

boast of having invented completely new markets, such as the transistor radio, the

Walkman and the Compact Disc? The

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Sony Corporation was founded in "1946 by Akio Morita & Masaru Lbuka" under the

name "Tokyo Tsushin kogyo" but because of the belief that a companies name is its

trade, it was changed to "SONY" in 1958.Headquarter of Sony is located in Japan. "The

present Chairman and Chief Executive Officer of Sony Corporation is 'Howard Stringer".With only 1, 90,000 yen as capital, the founders realised they would have to differentiate

themselves from large competitors by developing more innovative products and with this

the consolidated sales and operating revenue of Sony in the year 2008 was recorded as

7,730,000 million yen"[2]. Their constant innovations are an advantage for the consumer

electronic goods. Internationally as well as in Japan, Sony was often first to market with

technological innovations that set industry standards.

"In 1968, Sony's sophisticated Trinitron technology expanded the colour television

market".

"In 1979, it launched the first Walkman, a light weight portable tape player with

headphones".

"In mid 1980's Sony develop a compact size camcorder video camera"(3)

such innovations turned Sony into a leader in consumer electronics with FY 1995

worldwide sales over $43 billion. Through "Sony Ericsson a joint venture established in

"October 2001 by Sony communication and Swedish telecommunications provider

Ericsson", Till now Sony has organised its business into "14 PRODUCT CATEGORIES"

(4), including:

Television & projector : Bravia LCD TV, Business projector

Home Video : Blu-ray Disc Player

Home Audio: Hi-fi System

Home Theatre System: DVD Home theatre system

Digital SLR: Camera, Lens

Video Camera: Handy cam, Digital photo printer

Computer & peripherals: VAIO laptops, storage media


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Portable audio: Walkman MP3, Radio, CD-player

Games: Playstation2, Playstation3

Phones: Mobile Phones, Accessories

In-car entertainment: Amplifier, speakers Storage & Recording media: compact flash, video media

Battery & Charger : Battery, Charger

Accessories: Car accessories, Game accessories.

Their (Sony's) aim is to fully leverage this uniqueness in aggressively carrying out

convergence strategy so that they can continue to emotionally touch and excite their

customers. Sony moves in five different segments: Electronics, which designs,

manufactures and sells instruments, electronic equipment and devices for consumer and

professional markets; Games, in which Sony Computer Entertainment Inc. produces,

markets and distributes PlayStation2 ,PlayStation Portable and Playstation3 hardware and

related software; Pictures, which encompasses motion picture production and

distribution, television production and distribution, and digital content creation and

distribution; Financial Services, which includes the activities of Sony Financial Holdings

Inc. , and All Other, which comprises Sony Music Entertainment and Sony MusicEntertainment (Japan) Inc. On October 1, 2008, it acquired Bertelsmann's 50% interest in

"SONY BMG MUSIC ENTERTAINMENT". (6) "Although Sony is known for their

advance technology range, they also are adapting to other strategies for expansion such as

the new Sony Credit Card, as a standard VISA card like most other credit cards offer,

Sony allow users of their credit card the bonus of generating Sony points in redeeming

Sony products"(7).

I have selected the product Mobile Phones, Which now comes under the brand name

Sony Ericsson which is a joint venture. "On 21st April, 2001 Sony Corporation of Japan

and "Telefonaktiebolaget LM Ericsson of Sweden" signed a memorandum of

understanding expressing their motive to start a 50-50 joint venture"(9). The reason for

this collaboration was to put together Sony's consumer electronics expertise with


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Ericsson's technology in communication sector. From that time onwards both the

companies stopped making their own Mobile Phones. "In October 2001 Sony Ericsson

began its operations". (3) The company is dealing in over 80 countries. The initial days of

the joint-venture was not very successful and Sony Ericsson's global market sharedropped down from 7.4% to 4.8% at the end of September 2002 but in mid 2003 when

they launched a high-end colour screened mobile phone that was a joint technology from

Sony's cyber shot digital camera business it turned out to be a huge success for Sony

Ericsson and the joint-venture was finally able to announce its first profit's in the third

quarter of 2003(10) Sony Ericsson's global management is based in London but has

Research and Development team in Sweden, Japan, China, The United States, Germany,

India, Pakistan and The United Kingdom. "Their vision is to be the communicationentertainment brand; they encourage their customers to do more than communicate, they

empower everyone to compete and compose in entertainment experiences, Experiences

that soften the lines between entertainment and communication"(11). In just the time

spam of seven years it became the fifth largest manufacturer of mobile phones in the

world after Nokia, Samsung, LG and Motorola. Ericsson has the "man power of around

'9400 employees' and '2500 contractors' worldwide as on 18th July, 2008" (12). The

management team is led by the President of Sony Ericsson Hideki Komiyama

Sony Ericsson has a variety of phones like "talk and text phones, music phones, camera

phones, touch phones and web and email phones" in different styles. Sony Ericsson

currently focuses on the section of design, camera, music, business and budget-focused

phone. Five main groups of Sony Ericsson are: the "W series music phones walkman"

launched in 2005 which are first music-centric series mobile phone; the Cyber-Shot brand

Mobile phone launched in 2006 which concentrate on the quality of camera; the Bravia

brand phones launched in Japan in 2007; the "UIQ" smart phones launched with "P"

series in 2003 with touch screen and they have now been stretched up to the M & G

series phone; The Xperia range that was launched in feb,2008 which is a windows based


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phone. "The Walkman and Cyber-shot sub-brands are leading the joint mobile company

close to its goal of being one of the top three in five years"(14).


Disclaimer





Some of the top phone models in each section are:

Top Business phones: P1i, Z55a, P990i

Top Trendy phones: Z555i, S500i, K790a

Top camera phones: C902, K850i, Z710i

Top music phones: W350a, W760i, W380a

The Sony Ericsson phone models are named according to the category to which theybelong for example, the music phones are of the "W" series, camera phones are of "C"

series, all round performance phones are of "K series" etc"(15).

Sony Ericsson's Media Marketing is innovative as well as effective. The proof of which is

that-

"The company won "PPA Marketing's" Best use of magazines in a mixed media

campaign 2005 on 17th March, 2006" (16), this award was for Sony Ericsson's "K700i"camera phone. For the launching of this phone the company choose magazines as their

marketing medium and through this they attracted various gadget lovers who could form

an emotional bonding with the product. To target their audiences they used distinct

approaches to each magazine. This type of campaigning is called "Viral Marketing".


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Recently to promote their new "C905 Cyber-shot" handset, the company through its

innovative idea shot the whole campaign on the mobile phone camera. "This is an

amazing opportunity for us show off the capabilities of our new phone," saysSony

Ericsson UK & Ireland Marketing Director, David Hilton"(17).

Financial summary

"The consolidated financial summary for Sony Ericsson Mobile Communications AB

(Sony Ericsson) for the first quarter ended March 31, 2008 is as follows:

Asia recorded 24.1% of the total revenues in FY2008: Revenues from Asia reached

$3,990.3 Million in 2008 with a decrease of 23.6%.

While America recorded 22.8% of the total revenues in FY2008 : Revenues from

America reached $3,775.5 Million in 2008 which is a increase of 23.8%.The overall sales

in the first quarter of 2008 is 2702 Euro m which is very much less then the quarter4 sales

of 2007, which shows that the company's sales is declining.

Despite of the fact that other handset companies are capturing the profits and market

share of Sony Ericsson by duplicating but the journey of phoenix and innovation that

Sony Ericsson has followed cannot be copied.

SWOT ANYLSIS

According to the SWOT analysis on Sony Ericsson as a mobile phone manufacturer its

main Strength lies in Innovation and creation of illusive product.

Technological advantage as Ericsson being the amalgamation of

telecommunication technology and the advantage of Sony's dynamic brand imagein the entertainment and consumer goods section; this is distinct advantage over

other mobile phone manufacturers for Sony Ericsson.

Sony Ericsson, though at some cost, has absolute connection to brands of its

parent companies For example; the company offers mobile phones under the series


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like "Walkman, Cyber shot and Play station", as well as uses technology such as,

"Smile Shutter", which is Sony's intellectual property. Sony Ericsson has diverse

operational alliances from its parent companies, which enable it to compete

effectively and introduce new mobile phone in the market. The company's sound financial position and financial backing by parent

companies will allow it to grow and boost investors' confidence.

Weakness

Late entry(Sony Ericsson) into the mobile market as compared to companies who were

by that time in there second half and were still fighting to exist, also as Sony Ericsson is a

joint venture so there is a cultural integration, thus Asia and Europe's corporate culturaldifferences will surely strike the companies alliance. Sony Ericsson has a delicate product

portfolio as compared to its main competitors. Although it was one of fresh company of

mobile phone vendors that capitalized on imaging and music offerings and gained market

share but it was too late to catch on to the demand of touch-screen handsets. While its

competitors such as "Apple", "Samsung", "RIM (BlackBerry)" and "HTC" kept on

progressing to gain market share during the same period for the touch-screen Products.

The company is making attempt to build up its portfolio by launching new products butthis would take time to become an asset for Sony Ericsson.

Opportunities for Sony Ericsson in the mobile phone market will further increase with the

Improvement in technology, "MMS, Hi-pixel camera's, colour screen, dual mode,

windows mobile" and television like features, also the companies method of doing

things adversely in whatever they do, the company could be agile to attain market

liberty where the opponents may be moving slow. In 2008 Sony Ericsson came out

with a number of new phones, including "Xperia X1", a "Windows Mobile-based"

multimedia handset and "C905 Cyber-shot", an eight-megapixel camera phone. In

January 2009, the company launched its first mobile phone with Smile Sony


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Ericsson, "In June 2009, it released its first mobiles as part of Greenheart portfolio

strategy, C901 Greenheart and Naite" [18].

The company's increasing new product portfolio could allow it to gain market

share and revenues in future.

The Threats primarily seems to be originated from the

Opponents like "Nokia & Samsung" who are targeting the low-end section,

"Motorola" who is strengthening target on customer's understanding and fulfilling

customer's demand. Some of the other competitors are the local manufacturers,

"HTC, Apple, LG, blackberry" etc.

In the low end division, it has been fighting with South Korean mobile phone

manufacturers like "LG" and "Samsung", although it continues to compete with

"Motorola and Nokia", among others. In the high end mobile phone division, the

company is confronting close competition to Nokia, Apple, HTC and Samsung.

It is also facing competition from mobile network operators offering mobile

phones under their own brand like "Vodafone".

Sony Ericsson's revenue and market share have been greatly influenced by the strongCompetition in recent time.

Now with the "Porter's competitive forces model", we can illustrate that the "Competitive

Rivalry" is from all over the world like "LG from Korea", "Sharp from Japan" and almost

every mobile phone brand has its own unique selling point like Nokia is assumed to be of

reliable quality also new mobile phone models are discharged regularly by other

manufacturers. The supplier power for Sony Ericsson is that it is internationally reputed

brand, has comparable admirable market scope in the world as compared with "LG,

Samsung and Sharp", it is quick in responding to the market needs and produces product

with latest design. The substitute products like Nokia and Motorola are more formal as

correlated with Sony Ericsson's fashionable and trendy mobile phones. Customer power:

Sony Ericsson manufacturers a vast variety of phones from high to low category which


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gives the customer amble alternatives to match to their need and it characterize its brand

with innovative mobile phone design's and through this it has gained a large market

share.


Disclaimer





New entrant: To compete with Sony Ericsson very high establishment cost and high

technology would be required.

CONCLUSION & SUGGESTIONS

The change is desired in Sony. In my opinion in order to overcome those threats and

weaknesses

The organisation should mainly focus on controlling and establishing its

distribution channels, should work hand in hand with the mobile phone operators

and run friendly promotion plans for example providing phone and card wrap

promotion for the new subscribers.

Sony Ericsson should also progress on customer services to fight against the lower

price competitors for example they should establish more customer services plans

like bringing-up self-installed software so as to let the consumer upgrade their

mobile phone without taking guidance from the service centre. This could help

and safeguard total customer satisfaction.

The Sony Ericsson name is generally described as expensive and high-profit end;

therefore the company must also stretch its product area by providing lower priced


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Ban u, ti tp trung vo vic gii thiu v lch sca Sony Corporation l cng ty

mca Sony Ericsson.

Sau ti tho lun vSony Ericsson v tm tt ti chnh ca mnh v ngn gn,

ti cng bao gm vi trong snhng thnh tu thnh cng ca cng ty, Tip theo l

phn tch SWOT v m hnh lc lng COMPETETIVE PORTER ca.

kt lun ti a ra mt sgi ci thin doanh sbn hng ca cng ty trong

thtrng ton cu.

Gii thiu v lch s:

iu u tin m ni n ci tm ca mt ngi khi n suy ngh ca Sony, l cng ngh

cao y-vi-tin ch hng in tv si mi. "Sony l khng c mt nghi ngmt

trong nhng nhm in tton cu ln nht thgii". [1] C bao nhiu cng ty khc c

th tho l pht minh hon ton th trng mi, chng hn nh chic i bn dn,

Walkman v Compact Disc? Cc

Bi vit ny l mt v dvcng vic ca hc sinh

Disclaimer


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Bi vit ny c gi cho chng ti bi mt sinh vin gip bn vi cc nghin cu

ca bn. y khng phi l mt v d v cng trnh c vit bi nh vn tiu lun

chuyn nghip ca chng ti.

Dch vtiu lun vit tiu lun nh du dch vV dbi lun

Ai vit bi vit ny trthnh mt Freelance Writer chc nng t hng

Sony Corporation c thnh lp nm "nm 1946 bi Akio Morita v Masaru Lbuka"

di ci tn "Tokyo Tsushin Kogyo" nhng v nim tin rng mt tn cng ty l thng

mi ca n, n c i thnh "SONY" trong 1958.Headquarter ca Sony nm ti Nht

Bn. "Mn qu Chtch v Gim c iu hnh ca tp on Sony l" Howard Stringer

". Vi ch1, 90.000 vn, nhng ngi sng lp nhn ra rng hsphi phn bit mnh

khi i thcnh tranh ln bng cch pht trin cc sn phm sng to hn v vi iu

ny doanh thu hp nht v iu hnh doanh thu ca Sony trong nm 2008 c ghi nhnl 7.730.000 triu yn "[2 ]. i mi lin tc ca hl mt li thcho cc mt hng in

t. quc tcng nh ti Nht Bn, Sony thng xuyn u tin ra thtrng vi i

mi cng nghm thit lp tiu chun cng nghip.

"Trong nm 1968, cng ngh tinh vi Trinitron ca Sony mrng cc th trng truyn

hnh mu".

"Nm 1979, n ra mt Walkman u tin, mt trng lng nhu bng di ng vi tai

nghe".


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"Vo gia nm 1980 Sony pht trin mt kch thc nhgn my nh my quay video"

(3)

i mi nh vy bin Sony thnh mt nh lnh o trong ngnh in ttiu dng vi

nm ti chnh 1995 doanh s bn hng trn ton th gii hn 43 t USD. Thng qua

"Sony Ericsson mt lin doanh thnh lp trong" Thng 10 nm 2001 bi Sony thng tin

lin lc v cung cp dch vvin thng Thy in Ericsson ", n nay Sony tchc

kinh doanh ca mnh thnh" 14 DANH MC SN PHM "(4), bao gm:

Tivi v my chiu: Bravia TV LCD, my chiu kinh doanh

Home Video: Blu ray Disc Player

Home Audio: Hthng Hi-fi

Rp ht ti nh: DVD Trang chhthng rp ht

SLR kthut s: My nh, ng knh

Video Camera: cam Handy, my in nh kthut s

My vi tnh v thit bngoi vi: my tnh xch tay VAIO, phng tin lu tr

Di ng m thanh: Walkman MP3, Radio, CD-player

Tr chi: PlayStation2, Playstation3

in thoi: in thoi di ng, Phkin

Trong xe gii tr: Amplifier, loa

Lu trv cc phng tin truyn thng ghi: flash nhgn, media video

Pin & Sc: Pin, Sc

Phkin: phkin t, phkin Game.


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Mc ch (ca Sony) ca hl tn dng y tnh c o ny tch cc thc hin

chin lc hi thc thtip tc lin lc vtnh cm v kch thch khch hng ca

h. Sony di chuyn trong nm phn on khc nhau: in t, m thit k, sn xut v bn

cc dng c, thit bin tv cc thit bcho th trng tiu dng v chuyn nghip;Tr chi, trong Sony Computer Entertainment Inc sn xut, th trng v phn phi

PlayStation2, PlayStation Portable v Playstation3 phn cng v phn mm lin quan;

Hnh nh, trong bao gm sn xut phim v phn phi, sn xut v phn phi truyn

hnh, v sng to ni dung kthut sv phn phi; Dch vti chnh, trong bao gm

cc hot ng ca Sony Financial Holdings Inc., v tt ccc khc, trong bao gm

Sony Music Entertainment v Sony Music Entertainment (Nht Bn) Inc. On October 1,

2008, hmua 50% li sut Bertelsmann trong "Sony BMG Music Entertainment ". (6)"Mc d Sony c bit n vi nhiu cng ngh tin tin ca h, hcng ang thch

ng vi cc chin lc khc mrng chng hn nh thtn dng mi ca Sony, nh

l mt thVISA tiu chun nh hu ht cc thtn dng khc cung cp, Sony cho php

ngi sdng th tn dng ca h tin thng ca Sony to im trong cc sn phm

Sony cu chuc "(7).

Ti la chn cc sn phm in thoi di ng, no by gin di tn thng hiu

Sony Ericsson m l mt lin doanh. "Ngy 21 thng t nm 2001 Sony Corporation ca

Nht Bn v" Telefonaktiebolaget LM Ericsson ca Thy in " k mt bin bn ghi

nhthhin ng c ca mnh bt u mt lin doanh 50-50" (9). L do cho shp

tc ny l t cng chuyn mn thit bin ttiu dng ca Sony vi cng nghca

Ericsson trong lnh vc truyn thng. Tthi im tri chai cng ty ngng sn

xut in thoi di ng ring ca h. "Trong thng 10 nm 2001 Sony Ericsson bt

u hot ng ca mnh". (3) Cng ty ang kinh doanh trn 80 quc gia. Nhng ngy u

tin ca lin doanh khng phi l rt thnh cng v thphn ton cu ca Sony Ericsson

gim xung t7,4% ln 4,8% vo cui thng 9 nm 2002 nhng vo gia nm 2003

khi htung ra mt mu sc cao cp kim tra in thoi di ng l mt cng nghphn t


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cyber shot kinh doanh my nh kthut sca Sony n ha ra l mt thnh cng ln cho

Sony Ericsson v lin doanh c thcng bli nhun u tin ca mnh trong qu III

nm 2003 (10) qun l ton cu ca Sony Ericsson c trsti London nhng c nghin

cu v i ng pht trin ti Thy in, Nht Bn, Trung Quc, Hoa K, c, n ,Pakistan v Vng quc Anh. "Tm nhn ca hl trthnh thng hiu gii tr truyn

thng, hkhuyn khch khch hng ca hphi lm nhiu hn giao tip, htrao quyn

cho tt c mi ngi cnh tranh v sng tc trong nhng tri nghim gii tr, kinh

nghim m lm mm cc ng gia gii tr v truyn thng" (11). Chtrong thi gian

th rc by nm n trthnh nh sn xut ln thnm ca in thoi di ng trn th

gii sau Nokia, Samsung, LG v Motorola. Ericsson c "ngi n ng quyn lc ca

xung quanh '9.400 nhn vin v trn ton thgii" nm 2500 ca nh thu nh trn 18Thng By nm 2008 "(12). i ng qun l c dn dt bi Ch tch ca Sony

Ericsson Hideki Komiyama

Sony Ericsson c mt lot cc in thoi nh "ni chuyn v vn bn in thoi, in

thoi nghe nhc, in thoi chp nh, chm vo in thoi v web v email in thoi"

trong phong cch khc nhau. Sony Ericsson hin ang tp trung vo cc phn ca thit

k, my nh, m nhc, kinh doanh in thoi v ngn sch tp trung. Nm nhm chnh

ca Sony Ericsson l: "in thoi m nhc Walkman W series" ra mt vo nm 2005 l

ln u tin m nhc trung tm lot in thoi di ng; thng hiu Cyber-Shot in

thoi di ng a ra trong nm 2006 m tp trung vo cht lng ca my nh; cc in

thoi thng hiu Bravia ra mt ti Nht Bn vo nm 2007; cc "UIQ" in thoi thng

minh ra mt vi "P" hng lot vo nm 2003 vi mn hnh cm ng v hhin nay

c ko di ln n in thoi M & G series; Phm vi Xperia c tung ra trong

thng hai, nm 2008, l mt ca s trn in thoi. "The Walkman v Cyber-shot tiuthng hiu ang dn u cc cng ty in thoi di ng doanh gn n mc tiu ca n

l mt trong ba trong nm nm u" (14).


16/23


Disclaimer






Mt sm hnh in thoi hng u trong mi phn l:

Top in thoi kinh doanh: P1i, Z55a, P990i

Top in thoi hp thi trang: Z555i, S500i, K790a

Top in thoi chp nh: C902, K850i, Z710i

in thoi nghe nhc hng u: W350a, W760i, W380a

Cc mu in thoi Sony Ericsson c t tn theo cc thloi m hthuc vv d,

cc in thoi m nhc ca series "W", in thoi my nh l ca lot bi "C", tt ccc

in thoi hiu sut vng l ca "K series" etc " (15).


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Truyn thng tip thca Sony Ericsson l sng to cng nh hiu qu. Bng chng trong

s l rng-

"Cng ty ny ginh" "sdng tt nht ca tp ch trong mt phng tin truyn thng

chin dch hn hp nm 2005 vngy 17 thng ba nm 2006" PPA Marketing (16), gii

thng ny l cho "K700i" in thoi chp nh ca Sony Ericsson. i vi sra i ca

in thoi ny, cng ty la chn cc tp ch nh l phng tin tip thca hv thng

qua h thu ht nhng ngi yu thch tin ch khc nhau, ngi c th to thnh

mt lin kt cm xc vi sn phm. khn gimc tiu ca h, h sdng phng

php tip cn khc nhau mi tp ch. y l loi hnh vn ng c gi l "Viral

Marketing".

Gn y thc y mi "C905 Cyber-shot" thit bcm tay ca h, cng ty thng qua

tng sng to ca mnh bn ton bchin dch trn my nh in thoi di ng. "y l

mt c hi tuyt vi cho chng ti thhin khnng ca in thoi mi ca chng ti,"

saysSony Ericsson UK & Ireland Gim c Marketing, David Hilton "(17).

Tm tt ti chnh

"Bn tm tt ti chnh hp nht cho Sony Ericsson Mobile Communications AB (Sony

Ericsson) cho qu u tin kt thc ngy 31 thng ba nm 2008 nh sau:

Chu ghi nhn 24,1% tng doanh thu trong nm 2008: Doanh thu t chu t $

3,990.3 triu trong nm 2008 vi mc tng 23,6%.


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Trong khi M ghi nhn 22,8% tng doanh thu trong nm 2008: Doanh thu t M t

3,775.5 triu trong nm 2008 m l mt tng 23,8% .Cc tng doanh thu trong qu u

tin ca nm 2008 l 2702 Euro m m l rt t hn nhiu sau doanh s bn hng

quarter4 nm 2007, trong cho thy rng doanh sbn hng ca cng ty ang gim.

Mc d thc tl cc cng ty thit bcm tay khc ang chp li nhun v thphn ca

Sony Ericsson bng cch sao chp nhng cuc hnh trnh ca chim phng hong v i

mi m Sony Ericsson theo ui khng thc sao chp.

SWOT ANYLSIS

Theo phn tch SWOT trn Sony Ericsson l nh sn xut in thoi di ng Sc mnh

chnh ca n nm trong i mi v to ra cc sn phm ho huyn.

Li thcng nghnh Ericsson l shp nht ca cng nghvin thng v li thca

hnh nh thng hiu nng ng ca Sony trong phn gii tr v hng tiu dng; y l

li thkhc bit so vi cc nh sn xut in thoi di ng khc cho Sony Ericsson.

Sony Ericsson, mc d ti mt schi ph, c kt ni tuyt i vi cc thng hiu ca

cng ty mca n V d; cng ty cung cp in thoi di ng di hnh nh "Walkman,

Cyber shot v trm Play", cng nh sdng cng nghchng hn nh, "Smile Shutter",

l shu tr tuca Sony. Sony Ericsson c lin minh hot ng a dng tcc cng

ty mca n, cho php n cnh tranh hiu quv gii thiu in thoi di ng mitrn thtrng.

Vtr m thanh ti chnh ca cng ty v htrti chnh ca cng ty mscho php n

pht trin v tng cng nim tin ca nh u t.


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Yu ui

Late nhp cnh (Sony Ericsson) vo th trng in thoi di ng so vi cc cng ty

ngi theo thi gian m trong mt na th hai v vn cn chin u tn ti,

cng nh Sony Ericsson l mt lin doanh c mt hi nhp vn ha, do khu vc

chu v chu u ca cng ty khc bit vn ha chc chn s tn cng lin minh cc

cng ty. Sony Ericsson c mt danh mc sn phm tinh tso vi cc i thcnh tranh

chnh ca n. Mc d n l mt trong nhng cng ty mi ca cc nh cung cp in thoi

di ng vn trn cc dch vhnh nh v m nhc v t c thphn nhng qu

mun bt kp vi nhu cu ca in thoi di ng mn hnh cm ng. Trong khi i thcnh tranh ca n nh "Apple", "Samsung", "RIM (BlackBerry)" v "HTC" tip tc tin

trin t c th phn trong cng thi gian cho cc sn phm mn hnh cm ng.

Cng ty ang thc hin nlc xy dng danh mc u t ca mnh bng cch tung ra

sn phm mi nhng iu ny s mt thi gian tr thnh mt ti sn cho Sony

Ericsson.

C hi cho Sony Ericsson trn thtrng in thoi di ng stip tc tng vi Ci tin

trong cng ngh", MMS, Hi-pixel my nh, mn hnh mu, chkp, ca sin thoi

di ng" v truyn hnh nh tnh nng, cng l cng ty phng php lm vic xu trong

bt ciu g hlm, cc cng ty c thc nhanh nhn t c tdo thtrng

ni i thc thc di chuyn chm. Trong nm 2008, Sony Ericsson xut hin vi

mt sin thoi mi, bao gm "Xperia X1", mt "Windows Mobile da trn" thit b

cm tay a phng tin v "C905 Cyber-shot", mt in thoi camera tm megapixel.Vo thng Ging nm 2009, cng ty a ra in thoi di ng u tin ca mnh vi n

ci Sony Ericsson, "Trong thng su nm 2009, n c pht hnh in thoi di ng

u tin ca mnh nh l mt phn ca chin lc Greenheart danh mc u t, C901

Greenheart v Naite" [18].


20/23

Tng danh mc u t sn phm mi ca cng ty c thcho php n t c thphn

v doanh thu trong tng lai.

Cc mi e da chyu dng nh c bt ngun t

Nhng ngi phn i nh "Nokia v Samsung" ang nhm mc cp thp, "Motorola"

ang cng cmc tiu trn s hiu bit ca khch hng v thc hin cc nhu cu ca

khch hng. Mt si thcnh tranh khc l nh sn xut a phng ", HTC, Apple,

LG, blackberry" vv

Trong vic phn chia cp thp, n chin u vi cc nh sn xut in thoi di ngca Hn Quc nh "LG" v "Samsung", mc d n vn tip tc cnh tranh vi "Motorola

v Nokia", trong snhng ngi khc. Trong cao cp bphn in thoi di ng, cng ty

ang i mt vi scnh tranh gn vi Nokia, Apple, HTC v Samsung.

N cng ang i mt vi scnh tranh tcc nh khai thc mng di ng cung cp in

thoi di ng di thng hiu ring ca hnh "Vodafone".

Doanh thu v thphn ca Sony Ericsson bnh hng rt ln bi cnh tranh mnhmtrong thi gian gn y.

By givi "lc lng cnh tranh m hnh ca Porter", chng ta c thminh ha rng

"S cnh tranh cnh tranh" l t khp ni trn th gii nh "LG n t Hn Quc",

"Sharp ca Nht Bn" v hu ht cc thng hiu in thoi di ng c im bn hng

c o ring ca mnh nh Nokia c cho l c cht lng ng tin cy cng m hnhin thoi di ng mi c thi ra thng xuyn bi cc nh sn xut khc. Sc mnh

nh cung cp cho Sony Ericsson l n l thng hiu quc tc uy tn, c thso snh

phm vi thtrng ng ngng mtrn thgii so vi "LG, Samsung v Sharp", l

nhanh chng trong vic p ng nhu cu thtrng v sn xut sn phm vi thit kmi


21/23

nht. Cc sn phm thay thnh Nokia v Motorola l chnh thc hn nh tng quan

vi thi trang v hp thi trang in thoi di ng ca Sony Ericsson. Quyn lc ca

khch hng: Sony Ericsson cc nh sn xut mt lot rng ln ca in thoi tcao n

thp loi mang n cho cc la chn thay thdng i ca khch hng ph hp vi nhucu ca hv n c trng cho thng hiu ca mnh vi tnh sng to thit kin thoi

di ng v thng qua n t c mt thphn ln.


Disclaimer






ng k mi: cnh tranh vi Sony Ericsson chi ph thnh lp rt cao v cng ngh

cao sc yu cu.


22/23

KT LUN & XUT

Sthay i c mong mun trong Sony. Theo kin ca ti khc phc nhng mi

e da v im yu

Cc tchc chyu cn tp trung vo vic kim sot v thit lp cc knh phn phi ca

mnh, nn lm vic tay trong tay vi cc nh khai thc in thoi di ng v chy cc k

hoch xc tin thn thin v dnh cung cp in thoi v xc tin bc thcho cc thu

bao mi.

Sony Ericsson cng nn tin bvdch vkhch hng chin u chng li cc i thcnh tranh gi thp hn v dnh hnn thit lp cc khoch dch vkhch hng ging

nh mang-up phn mm tci t cho php ngi tiu dng nng cp in thoi di

ng ca hm khng cn dng hng dn tcc trung tm dch v. iu ny c th

gip v bo vshi lng ca khch hng.

Tn Sony Ericsson thng c m tl tn km v li nhun cao kt thc; Do , cng

ty cng phi cng ra khu vc sn phm ca mnh bng cch cung cp gi thp hn vi

dng sn phm tnh nng n gin m c thchin u chng li cc nh sn xut cp

thp khc ca in thoi di ng. Vi nhng dng in thoi di ng gi thp; Sony cng

c thtng thphn ca mnh.

Hin nay, ngi tiu dng c quyn la chn rng ln khi hc th la chn gia cc

thng hiu khc nhau ca in thoi di ng v cuc u tranh ca cc nh sn xut

in thoi di ng trn thtrng l tn bo. Cc i thcnh tranh cng c thsao chp

cc in thoi trong mt thi gian ngn hn nhiu. khm ph ra li nhun khng l,Sony Ericsson nn tp trung v sdng ti u ca R & D, m khng tr hon ct gi v

thch ng cng nghph hp vi nhu cu ca ngi tiu dng thng thng. iu ny

cng slm cho cng ty t phthuc vo cc sn phm n vi mt dng n nh v cc

sn phm hit tng i ngn ngi.


23/23

Vi s thay i chin lc v cu trc, sc sng ca si mi ca Sony svn c

ginguyn nh thny l nhng g lm cho Sony mrng v c thlm cho n vng

chc.

Tm hiu thm t Vng quc Anh Tiu lun here:

http://www.ukessays.com/essays/marketing/the-marketing-strategy-of-sony-

ericsson.php#ixzz3J9Av89Gc

The Marketing strategy of Sony Ericsson.docx

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