Competing on Global Marketing Opportunities of Mobile Phones Market in Indonesia

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Prawirowijoto, Panarto and Tohbayu, Raismuhammad and Then, Stephen and Marpaung, Tagor (2003) Competing on Global Marketing Opportunities of Mobile Phones Market in Indonesia. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Abstract

Sony Ericsson Indonesia is an Indonesian representative office for Sony Eicson Mobile Communications Intenational AB. The company is a joint venture between Telefonaktiebolaget LM Enicsson and Somy Corporation was established on October 1, 2001. The new company is aiming to become the mumber one player in mobile multimedia products wichin 5 yearn. Sony Ecicsson Mobile Communications AB offers mobile communications products for people who appreciate the possibilities of powerful technology. The joint venture contimues 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, distibution and support The growth of mobile phone subscribers is significantly growing, in 2002 the total worldwide mobile phone subscribers is about 13 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 infommation technology, global evolution in mobile technology, and the uniqueness of the customer behavior in Indonesia are the key factos in developing marketing strategy of Mobile Phone business in Indonesia. To explore the 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 the basis of analysis to explore the characteristic and behavior of Indonesia consumers.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Library > GFP (Group Field Project)
Depositing User: Latifah Latifah
Date Deposited: 16 Jan 2020 03:53
Last Modified: 16 Jan 2020 07:38
URI: http://repository.ipmi.ac.id/id/eprint/139

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