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Essay / Research Paper Abstract
This 5 page paper looks at the Sony Ericsson joint venture, looking the background of Ericsson as the technology provider and examining the target market before considering the competitors and their markets. The paper ends with an outline marketing campaign suggestion. The bibliography cites 4 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEsonyeric.rtf
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Unformatted sample text from the term paper:
compnay was founded by Lars Magnus Ericsson who opened a shop repairing telegraph equipment. At this point he had a vision, he saw a great potential for telecommunications but also
recognised that for the market to grow effectively there would need to be an increase in the level of technical quality that the equipment provided (Ericsson, 2006).
The business moved in this direction and the breakthrough to the delivery of telecommunications equipment when Ericsson delivered two signal telegraphs to the Swedish State Railway (Ericsson,
2006). This marked the mover from repair to development and supply, it was also the origins of a continuing source of differentiation, technical quality in advance of its competitors and
started the expansion that has also continued ever since. The results of Ericssons shop and developments were that in the late 1800s Stockholm became the most telecommunications dense city
in the world, directly as a result of the work of Ericsson (Ericsson, 2006). Today the company is the only telecommunications compnay that supplies mobile telephone equipment suitable for all
different national and international standards and is one of the companies that actively campaigns for standardisation in the industry (Ericsson, 2006). Today the company is a market leader, with
sales in more than 140 countries, and equipment being used in more than 1,000 networks. Overall, more than 40% of all mobile telephone calls will go through Ericsson systems (Ericsson,
2006). The Sony Ericsson joint venture offers mobile telecommunications equipment across many networks. The joint venture brought together Ericsson with the technical expertise and quality and Sony who had
the market power and ability to gain a higher level of international market share. This position of a premium supplier, with commands between a 5% and 30% market premium on
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