Mitchell Miller
Marketing Plan
1
Ericsson Worldwide
Marketing Plan
Mitchell Miller
Buena Vista University
12/13/15
Mitchell Miller
Marketing Plan
2
Table of Contents
Executive Summary …………………………………. 3
Company Description …………………………………. 4
Industry Analysis …………………………………. 5
Competitor Analysis …………………………………. 6
Target Market …………………………………. 7
Marketing Mix …………………………………. 8
Evaluation …………………………………. 9
Works Cited …………………………………. 10
Mitchell Miller
Marketing Plan
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Executive Summary
In 1976 Ericsson Worldwide was founded in Sweden by a man named Lars Magnus Ericsson.
This company began as a small telegraph repair shop. Today Ericsson is a global force in the
telecommunications industry not only offering top of the line telecommunications equipment, but
also excellent service for its customers. Ericsson also drives innovation in the industry and holds
over 37,000 patents worldwide.
Telecommunications equipment is used by many consumers. From small rural phone providers
all the ways up to major cell phone carriers like Verizon, Sprint, AT&T, and others. Ericsson has
built a solid relationship with these companies and through this relationship has ensured future
business when they decide to upgrade their networks or for continual support of current
equipment.
Telecommunication products and services are rather expensive and the projects are typically very
large as customers have thousands of cell sites in which they will deploy these products.
Ericsson’s has a competitive advantage through its many technological patents which help them
gain business through offering superior products. The telecommunications market however is
very competitive and Ericsson does not take its competitors for granted. Ericsson continuously
works with research and development to drive innovation of new products.
Telecommunications equipment is extremely important in today’s world. More and more people
are using cell phone services and many people like to have access to internet without having to
be near their home. Ericsson supports this demand of the rapidly growing market and strives for
excellence.
Mitchell Miller
Marketing Plan
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Company Description
Legal Name and form
Ericsson Worldwide which is a global corporation specializing in telecommunications.
History
Ericsson Worldwide was founded in 1876 by Lars Magnus Ericsson as a telegraph repair
workshop. In 1881 Ericsson won its first major contracts in Norway, Russia, and Sweden. In
1896 Ericsson transformed its business to a limited liability company. In 1904 Ericsson opened
its first sales office in the United States. In 1950 Ericsson telephone exchange supported the
world’s first international call.
Mission
Ericsson’s mission states “We lead transformation through mobility. The potential of the
Networked Society lies in transformation through mobility. Transformation in the way people
organize their individual lives and carry out vital tasks. Transformation in the way we work, the
way we share information, and the way we do business. Transformation in the way we consume
