SONY ERICSSONS

Guided By Mr.Umeshsingh

Prepared By Manoj Sachapara 117550592178

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INTRODUCTION

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

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VISION
Be the leading telecom service provider in India with global presence Create a customer focused organisation with excellence in customer care,sales and marketing

Leverage technology to provide affordable and innovative telecom .Services/products across customer segments
To experience the joy of advancing and applying technology for the benefits of the public

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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

HISTORY
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 factory Because 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 handset maker was struggling with huge losses

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Key people

Howard Bert

Stringer (Chairman)

Nordberg (President) Sakaguchi (EVP) (EVP) 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.Balaji Managing 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

Rikko

Kristian Tear

William A Glaser

General Manager

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Mobile phones

Mobile music device

PRODUCTS

Wireless systems

Wireless voice devices

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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 rights and 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 reductions targets
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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:

Untapped Marketssuch as Rural markets More Demand for luxury products from high end user

Strong Competition from Nokia which as 59% share whereas Sony Ericsson has 8.1% share Competition from other small players in the market such as Samsung, Motorola etc. Entry of new competitors Change in technology such as introduction of iphone by Apple
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MANOJ SACHAPARA

Sales and market share

Calendar year 2004 2005 2006 Unit sales (millions) 42 50 74.8

2007
2008 2009

103.4
96.6 57.1

2010
2011
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43.1
34.4
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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

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Thank You

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