Analysis of Sony Experia Mobile Market Essay Example | Topics and Well Written Essays - 2250 words

Analysis of Sony Experia Mobile Market - Essay Example 39-48) for promotion and activation of the brand worldwide. It further discusses the market positioning and targeted segments of the market for its launch of S, P, U and Z segments in the smartphone market. It further classifies and explains the impact of aggressive marketing techniques and campaign promotion of the brand itself. The report also highlights the evaluation report on the smartphone itself and its effect on the consumer smartphone market. Company Overview Sony Ericsson (Sony, 2013) has a great impact on the environment and the society with its commitment to innovation and improvement in its smartphones. It tends to follow a holistic approach evaluating three-dimensional approach to sustainability, such as economic, environmental and social aspects, thus enabling the triple line bottom thinking of the company. Sony Ericsson (2013) is the leading international mobile phone manufacturer in the world with wider market that facilitates innovative mobile technology. It attribu tes towards the development and design, manufacturing and economies of sales of electronic devices and equipment. It is also engaged in the production and distribution of motion pictures, home entertainment, recorded music labels and other television and financial products. Its primary manufacturing facility is located in Asia and have broader sales network in approximately 200 countries worldwide (Gow, 2006, pp. 20-28). Its primary market is in Japan, United States and Europe but is also renowned and reached its target market worldwide (Sony, 2013). Sony Experia – Overview Sony Ericsson launched its first handset in 2008 with an expectation to give the market a huge competition and the company would start a flagship line in the industry. It includes Xperia NXT, Xperia S, P and U series (Sony, 2013) that are all targeted towards different concentrated market affordable and reachable to the mass audience. The new range of the Xperia smartphones is sought to capture the major a udience and the league of the smartphones all over the world (Sony, 2013). The smartphones will address to a larger market and will be suitable to customers’ form all walk of life. It also emphasized that each smartphone will have its one distinctive quality and personality that will distinguish it from the crowd (Millett, 2012). The Xperia S will be a high-end smartphone while Xperia P is slightly smaller than S and comes with the White Magic technology that relishes that device can be viewed in the direct sunlight too. It is reachable to the masses at affordable prices. Lastly, Xperia U is the least expensive smartphone in its kind and is not only affordable but user friendly smartphone equipped with the latest technology and apps reachable to low end to high end classes worldwide (Sony, 2013). Market Industry The market is very competitive and volatile (Aaker, 1997, pp. 347-356) with high end to low end players in the smartphone leagues. Its major key players are Blackberr y, HTC, Samsung, and Nokia smartphones. The industry is experiencing continuous growth and expansion with various new competitors in the market explicating more sophisticated devices every day. The smartphone industry is known for its competitive and memorable advertising campaigns and launches. The industry is full of creative minds with competitive marketing campaign pouring in the market that could capture the attention of the customer’