Sony promotion strategy

Executive summary

Sony Ericsson mobile communications is the third largest mobile phone manufacturer in the world. It has widespread stores in various countries in Europe with its biggest concentration being the UK market. Between the years 2004-2007, the Sony Ericsson brand recorded increased sales due to the innovative products introduced in the market. However, over the last two years the company has recorded decreased sales volume and a reduction in the market share in the UK market. (Ajasafe, & Gillett, 2011). This has been attributed to increased competition from Samsung, Nokia and Apple brands. The paper aims at looking at the current marketing analysis of the company with a view of suggesting possible marketing strategies. In this regard, the paper evaluates the current business environment using SWOT and PESTLE analytical tools. The report draws conclusion from the issues addressed and highlights recommendations and marketing strategies for the company.

41 Introduction

52. Situation analysis

62.1.1 Political aspect

62.1.2 Economic aspect

62.1.3 Social- cultural analysis

72.1.4 Technological aspect

72.1.5 Legal aspect

72.1.6 Environmental aspect

82.2 SWOT analysis

82.2.1 Strengths

82.2.2 Weaknesses

92.2.3 Opportunities

92.2.4 Threats

103 Differential advantage

114. Segmentation, targeting and positioning strategy

114.1 Segmentation

114.2 Targeting

114.3 Positioning

125 Marketing objectives and goals

136. Marketing strategies and programs

136.1 Product

136.2 Price

146.4 Place

146.5 Promotion

156.5 People

156.6 Process

156.7 Physical location

16Conclusion

17References

1 Introduction
The demand for mobile phones handsets has increased gradually in the UK market. More than three Quarters of the adults own a mobile phone (Ajasafe & Gillett, 2011). The market is however becoming competitive as mobile phone brands bring in new products. In comparison to other European countries, the consumers are getting a fair deal in terms of pricing level although there are off-net prices which are fairly high. There are changing patterns on mobile phone usage as more people prefer to use a mobile phone to text rather than to call. This has seen increased advertising of new phones with more texting and chatting options.