By sasi kumar

History
In the United States, Ericsson partnered with General Electric. To establish a US presence and brand recognition. Founder(s):Lars Magnus Ericsson Headquarters:Kista, Stockholm, Sweden,European Union All India operations is handled by Jatinder Sachdev and Mr. Pavan Chada is the India CEO

History
Ericsson had decided to obtain chips for its phones from a single sourcea Philips facility in New Mexico. In March 2000, a fire at the Philips factory contaminated the sterile facility. Ericsson's position was much worse as production of current models and the launch of new ones was held up.

History
Ericsson was struggling with huge losses. Due to this fire and its inability to produce cheaper phones like Nokia. Sony was a marginal player in the worldwide mobile phone market with a share of less than 1 percent in 2000. By August 2001, the two companies had finalized the terms of the merger announced in April.

Marketing
4Ps Product Place Promotion Pricing

Branding
Distinguishes one product from another Increases sales of a new product Increases the rate of repeat sales.

Brand strategy
Sony Ericsson is launching its first television campaign to introduce the new global brand strategy. "This is the first TV ad to build on our new brand identity," said Jo Coomber, the senior marketing communications manager at Sony Ericsson's global marketing team. The ad aims to promote Sony Ericsson's range of next-generation Walkman phones - the W950, W850 and the W710 - the company hopes will help topple Apple's iPod.

Competition
One company in particularly that struggled during the fourth quarter of 2011 was Sony Ericsson. Even with sales usually jumping up in the fourth quarter, the company saw a decline of 16% compared to the same time the year prior. Companies such as Apple and Samsung did very well and with the iPhone creeping up on Android in terms of OS market share

Major Findings
Its being used mostly by youths. Approximately 30 45% covered by teens and youths.

Strength
Sony come on 2nd position in sale of the product. More features in mobiles.

Weakness
High price is one of the weakness.

Poor Battery
Complex function Quality of the Sony Ericsson is Good. Sony corporation has the brand loyalty among people in electronic product.

Opportunity
36% customer not loyal if Sony provide good Quality then there is golden chance for growth. If Customer change their mobile then most of the customer purchase the Sony.

Threat
The main threat is improve the brand comparison with Nokia. Very hard to Change the customer loyalty. And also development of technology and heavy competition of samsung.

MAKE I T BELIVE!