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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
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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
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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
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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)
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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
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. 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
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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:
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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
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Calendar year Unit sales (millions)2004 422005 502006 74.82007 103.42008 96.62009 57.12010 43.12011 34.4
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Major Competitor
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Apple Samsung
Nokia
Blackberry
HTC
Micromax
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BIBLIOGRAPHY
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Google.com
www.sonyericsson.com
Wikipedia www.sony.co.in
www.scrid.com
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Thank You