SONY ERICSSON CORE COMPETENCES, COMPETITIVE ADVANTAGE, MISSION-VISION STATEMENT, SWOT ANALYSIS
Sony Ericsson Mobile Communications was established in 2001. It is a joint venture by two large companies Sony Corporation and Telefonaktiebolaget LM Ericsson. Both have 50-50 percent share in the company. In 2002, Sony Ericsson released their first “joint product” and since then attracted a significant market share for its leadership in mobile communications technology.
Sony Ericsson uses powerful technological innovation to produce the best in mobile communications, imaging, music, and entertainment technology. Their focus in technological innovation established themselves as a global leader in providing feature-rich mobile multimedia phone devices, and accessories.
VISION – MISSION
Sony Ericsson vision-mission is: “To become the communication entertainment brand.” They achieve this by inspiring more people to not only communicate but use mobile applications such as entertainment, games and imaging. Sonny Ericsson is successful as a mobile communications company as it integrates communication and entertainment in one.
CORE COMPETENCIES
Human Resource. One of the core competencies of Sony Ericsson is its human resource. By employing creative and innovative employees and retaining them in the company assures Sony Ericsson a continuous culture of innovation with its motivated employees. It is said that a workplace that allows workers to be creative is a positive environment desired by ingenuous and talented employees who are the cream of the crop of the company.
Leadership in Technological Innovation. Sony Ericsson has established its leadership in mobile communications and mobile entertainment technology. In 2004, the company was the first to launch a Java 3D-enabled handset. Since 2004 it is making its way ahead to bring the 3D gaming technology in a bigger market and wider audience. It produced the globally acclaimed T610. In 2004, its V800 is voted by the GSM Association as the “Best 3G Handset”. Its K750i, a multidirectional camera, was awarded the TIPA in 2005/2006 as “Best Mobile Imaging Device” judged by leading European photographers and imaging magazines for its quality and performance and value. In February 2007, Sony Ericsson K800 cyber shot phone was awarded by the GSM Association as the ‘Best 3GSM Mobile Handset’.
Innovation in Partnership. Sonny Ericsson forges partnerships with content providers and developers such as Sony BMG for its entertainment capability. Sony Ericsson also engages itself with relevant sponsorship. In 2005 it sponsored the Women’s Tennis Association Tour, thus named as the Sonny Ericsson WTA Tour in 2005. The sponsorship offered tennis fans to use Sony Ericsson’s mobile technology to connect and access and experience the game using mobile phones.
COMPETITIVE ADVANTAGE
The core competencies of Sonny Ericsson are also its competitive advantage that brings them at the leadership position against their rival market. Employing and retaining innovative employees are human resource and organization strategy to ensure continuous research and innovation of mobile technology. The technological innovation also brings the company as a global leader in mobile communications technology. Partnerships and sponsorships also allow the company to attract more users of their product.
SWOT ANALYSIS
There are a number of strengths of Sonny Ericsson. The huge importance that it places on its human resource is a winning strategy. By employing and retaining creative employees who are the innovators in mobile technology, the company is assured that there is continuous improvement of their products and services and maintain the company’s leadership in technological innovations. Sony Ericsson has continuously produced products that have received awards and accolades from credible and international institutions. Its forging of partnerships and establishment of sponsorship are also strategies to attract the larger market with their mobile technology.
It is difficult to identify the weaknesses of the company but it was observed that as a European product, Sony Ericsson’s market coverage is lesser in African and Asian markets. Sony Ericsson is innovative and proactive by seeking and creating their own opportunities through partnerships with relevant companies to improve its product and services. Sonny Ericsson’s major threat is that the market is now crowded with competitors that are offering cheaper mobile technology with the same capability but not necessarily quality. Cheaper mobile technology often attracts market belonging to the lower socio-economic status.
REFERENCES
Proposal for Management Strategy for Sony Ericsson.[online] Available at:<http://www.scribd.com/doc/29425061/p-Sony-Ericson-Strategy> [Accessed 23 May 2011].
Sony Ericsson Official Website. [online] Available at:<http://www.sonyericsson.com/cws/corporate/company/aboutus/mission> [Accessed 23 May 2011].
Credit:ivythesis.typepad.com
0 comments:
Post a Comment