Published by MBA Skool Team, Last Updated: December 07, 2016
Marketing Strategy of Ericsson analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Ericsson marketing mix, help the brand succeed.
Ericsson marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Ericsson Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Ericsson Product Strategy:
The product strategy and mix in Ericsson marketing strategy can be explained as follows:
Ericsson offers software, infrastructure and services by the means of information and communications technology (ICT) for, traditional telecommunications, telecommunications operators and Internet Protocol (IP) networking equipment, operations and business support services, broadband (mobile and fixed), cable television, video systems, IPTV and an extensive services operation which not only enhances the communication industry’s efficiency but also improves the ease of doing business by enhancing client experience and help in exploring new open doors. Product portfolio in the marketing mix of Ericsson is as follows:
1. Products: Application Enablement, Cloud System, Communication core, Infrastructure and components, IP Network & Transport, Operations & Business support, Radio system, TV & Media
2. Services & Solutions: Development and Maintenance of Application, Consulting and Transformation, Learning & Managed Services, Network Design, Roll-Out and Optimization, Systems Integration
Ericsson Price/Pricing Strategy:
Below is the pricing strategy in Ericsson marketing strategy:
In pre-globalisation era, Ericsson used to be the market leader but the scenario changed as the local companies grew, technologies developed and start up culture prevailed forcing Ericsson to reduce prices by reducing its expenditure to lure customers.
This has changed the marketing mix pricing strategy of the brand. Considering the strength and penetration of internet, Ericsson is now using internet for its operations which has opened doors for the local players from all over the world to collaborate and form a joint venture with Ericsson. The growth is increasing exponentially owing to the Ericsson’s fine R&D which facilitates the innovation of technologies and devices in a cost-effective manner.
Following is the distribution strategy in the Ericsson marketing mix:
Ericsson started off in Sweden and soon expanded globally. In early 2000, Ericsson became a global leader and was providing one of the best in class services.
Ericsson’s 1st international venture was in the Russian market after which it expanded into UK which made several different countries to take up the technologies and services provided by Ericsson.
The extensive competition from Bell group and Automatic Electric in the US market put a cap on Ericsson’s success, making its presence in the market through 200 companies not so popular although its service and technology remained appreciable.
Ericsson Promotion & Advertising Strategy:
The promotional and advertising strategy in the Ericsson marketing strategy is as follows:
Previously Ericsson used to concentrate on mobile phone production but after companies like Motorola & Samsung started taking considerable portion of market share, it decided to focus on broadcasting and telecommunications business more.
Ericsson has significantly reduced its expenditure in marketing which earlier used to be a very huge amount due to change in the target audience. Earlier it was targeting the mass audience but now it has focused its attention to customer base which is only into business development. Hence, this gives an overview on the marketing mix of Ericsson.
Ericsson is a networking-telecommunications equipment and services MNC. It was founded in 1876 by Lars Magnus Ericsson and has its headquarters in Stockholm, Sweden. It is a research and development driven company, and employees 23,700 in its R&D department to achieve its goal of networked society.
Ericsson has total assets worth US$ 33.17 billion and a profit of US$1.58 billion. Ericsson is a global company with 110000 customers in 180 countries and holds over 39,000 patents, including many in wireless communications.
World’s 40% mobile traffic is carried over Ericsson’s network making it a global leader in providing ICT solutions. Ericsson maximizes customer value by continuous changes in its product mix.
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