Contents
A word about the compamy 1- Background & History 1
- ICE DIVISION 2
- Financial Analysis 4
- Market Performance 4
- Customer satisfaction 5
- Performance and profitability 6
- Market Segmentation 7
- Peer Group Analysis- A comparison with samsung and Apple iphone 8
- Overview 8
- Market share & Finance 9
- Conclusion 10
- References
- Appendix
Description
Sony is a Japanese multinational company dealing mainly into electronics goods. The products highly targets consumers and professional markets. It’s one of the world's largest media conglomerates with revenue exceeding ¥7.730.0 trillion or $78.88 billion U.S. (FY2008) (Source: Financial Report, Sony, 2009). Its segmentation of business is divided mainly into five operating lines- electronics, games, entertainment (motion pictures and music), and financial services & others.
While Sony Ericsson came into origin as telecommunication branch with the merger of Sony and Swedish company Ericson and is now a successful top global industry player in the mobile handset market with sales of over 100 million phones in 2007 and operations in over 80 countries including manufacturing and R&D sites in China, Europe, India, Japan and North America. Sony Ericsson was established as a 50:50 joint venture by Sony and Ericsson in October 2001, with global corporate functions located in London.
“Ericson primarily supplies network equipment and services that enable telecommunication. Through the Sony Ericson mobiles communication joint venture a range of mobile handset and other mobile devices including those that enhance multimedia applications and other personal communication services are offered.” (Telefonaktiebolaget LM Ericson 2006).
Sony Ericson is responsible for product design and development, as well as marketing, sales, distribution and customer services. Where 1/3rd of its handsets are produced in China, rest 2/3rd of production line is divided in several countries in Asia, Latin America and Europe.
