Sony Ericsson Indonesia is an Indonesian representative office for Sony Ericsson Mobile Communications International AB. The company is a joint venture between Telefonaktiebolaget LM Ericsson and Sony Corporation was established on October 1,2001. The new company is aiming to become the number one player in mobile multimedia products within 5 years. Sony Ericsson Mobile Communications AB offers mobile communications products for people who appreciate the possibilities of powerful technology. The joint venture continues to build on the success of its two innovative parent companies. Sony Ericsson creates value for its operator customers by bringing new ways of using multimedia communications while mobile. The company's management is based in London, and has 3,500 employees across the globe working on research, development, design, sales, marketing, distribution and support.

The growth of mobile phone subscribers is significantly growing, in 2002 the total worldwide mobile phone subscribers is about 1.3 billions compare to about 400 millions in 2000, and about 600 millions in 2001. In fact, the Indonesian Mobile Phones subscribers tapped down of 7 millions in 2002, and International Telecommunication Union predicts growth of 50% in 2004. As the wireless industry undergoes huge growth, global evolution in infom1ation technology, global evolution in mobile technology, and the uniqueness of die customer behavior in Indonesia are the key factors in developing marketing strategy of Mobile Phone business in Indonesia.

To explore die most potential market segment for Sony Ericsson products in Indonesia, post evaluation study on the new products launching and evaluate all the component of marketing mix of the products and competitor products are the focus of study. A comprehensive market survey and analysis will be die basis of analysis to explore the characteristic and behavior of Indonesia consumers.

Research Location: P. T. Sonny Erricson Indonesia

Supervisor: Liza F. Wulandari, MBA, Ph. D.

Accepted: 14 August 2003



Read at Library Only