Marketing Strategy

Executive Summary

Sony Ericsson launched a new multimedia Smartphone- Xperia x10 in a maturing market. Despite the Smartphone leaders i-Phone, HTC, O-2, NOKIA, Samsung Xperia x10 can compete because this product offers a unique combination of features at a value-added price. Sony Ericsson is targeting specific segments in the consumer and the business markets, taking advantage of opportunities indicated by higher demand for easy to use Smartphone with expanded communications, entertainment, softwares and storage facility. The primary marketing objective is to achieve good BD market share. The primary objectives are to achieve first year second highest market share in the Bangladesh smart phone market by increasing their sales. In second year objective is to decrease the difference with market leader Nokia.

Current Market Situation:

Mobile phone has become an indispensable part of Bangladesh’s everyday-life and has made a “safe haven” in one of our pockets much like our wallet that we never want to leave at home while we head for our work! Thanks to the telecom-revolution and its relentless evolution that together have made it possible even in developing countries like Bangladesh. This is the dominant device that we now express ourselves through, get our work done and share our pains and pleasures with.

In tandem with the growing subscriber base, sales of mobile handsets has increased at a phenomenal pace. However, nearly 70% of mobile handsets available in the local market have been entering through informal channels, depriving the Government and importers of a huge amount of revenue each year. According to BIS Shrapnel research, Bangladesh’s mobile handset market is dominated by first-time users (nearly 85%), as the country is still in its infancy in terms of mobile phone usage. Further, 80% of the handset market is dominated by ultra-low to low-end handsets, available for less than US$68; due to the country’s low per capita income levels. As with many...