Assignment 1

How Sony Ericsson To be The Best Seller Handphone Product In Indonesia

Background

  Sony Ericsson Mobile Communications AB is a joint venture established on October 1, 2001 by the Japanese consumer electronics company Sony Corporation and the Swedish telecommunications company Ericsson to manufacture mobile phones. The stated reason for this venture is to combine Sony's consumer electronics expertise with Ericsson's technological knowledge in the communications sector. Both companies have stopped making their own mobile phones.

The company's global management is based in Hammersmith, London, and it has research and development teams in Lund, Tokyo, Mexico City, Beijing, and Redwood Shores in the US. By 2009, it was the fourth-largest mobile phone manufacturer in the world after Nokia, Samsung and LG. The sales of products largely increased due to the launch of the adaptation of Sony's popular Walkman and Cyber-shot series. In 2010, its market share had fallen to sixth place behind Research In Motion and Apple.

Problem

          Sony Ericsson is the handphone product that have fuction and feature that other handphone brand didn’t have. But, sell share of sony ericsson product have defeated by other competitors like Nokia, Nexian, and other china phones product. Why ? because they serve the same feature with the chipest price, so people choose the chipest price with the same feature. For example : Prices of Nexian phone that have 2 MP of camera,radio,Bluetooth,mmc,and other specification just sell under Rp.1.500.000,- but sony ericsson with the same feature sell up to Rp.1.800.000,- many people think that why if we can get the chipest price with the same feature?.So, many people choose china phone that have the similar feature whit chipest prices.

          In other hand there are Nokia product although prices of nokia more expensive than sony ericsson some people choose this brand. Because the prices of nokia if we will sell again willn’t decrease to much,for example when we buy nokia the price is Rp.2.000.000 and after 1 years we will sell the price is Rp.1.750.000 – Rp.1.800.000. The important,people thinks that Nokia is the best seller product.

Solving Problem :

          As we know sell share of sony ericsson is under of Nokia. To increase sell share of Sony Ericsson,sony ericcson must increase service quality,like give the best service if coustemer have problem with they phone. Give fastest service and build service center in every region. We have to give who buy the sony ericsson handphone prduct will automatically be member of Sony ericsson club member and get Soner Card. What is the function of Soner card ? we can get the discount if we will buy new product of sony ericsson handphone product until 20% and we will join with PT.Jasa Marga, all the member of sony ericsson club member will get easier to pay if we will entrance the highway just give Soner Card. People thinks that accessories and spare part of sony ericsson handphone are difficult to find, now sony ericsson will sell accessories of sony ericsson in the sony ericsson shop or gallery and counter – counter in the mall so all people more easier to find sony ericsson accessories like Chasing, Battery, LCD guard, and other accessories with low prices.