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d in the thesis. The case study approach leads to expanding and generalizing theories but does not provide a statistical generalization. The literature studies started the master thesis where previous packaging as well as standardization vs. adaptation research was examined. Based on packaging logistical theories, a packaging questionnaire was sent to the case company's market units. 

Furthermore, in-depth interviews were held with employees at selected markets. To further broaden and deepen the knowledge regarding the perception of the packaging portfolio at the case company's markets, field studies at two of the selected markets were conducted where observations and interviews with different actors were performed. It is concluded that successful retailing is impacted by the choice of packaging strategy and what packaging portfolio to use on different markets. Different markets have different packaging related needs and in the case of Sony Ericsson, the authors have identified the need of going towards a more locally adapted packaging strategy. However, as previously discussed (e.g. see Jahre & Hatteland, 2003), trade-offs exist between logistical efficiency and marketing potential. 

This thesis has shown that there is a need for Sony Ericsson to adapt their packaging portfolio to market specific needs and demands in order to compete successfully. The authors recommend that Sony Ericsson divides their packaging portfolio into two different portfolios, one for pre-sales promotion markets (where the primary packaging is used as a marketing tool) and one for post-sales promotion markets (where the primary packaging should confirm the purchase). The most important variable that separates these markets is the size of the primary packaging. Pre-sales promotion markets need larger primary packaging in order to attract end-customers. This is no need on the post-sales markets. The authors have developed two models in order to identify how the sales channels are functioning (MAJO model) and how well the current packaging portfolio is perceived at the focus markets (packaging portfolio evaluation model). These models have been of major importance in the analysis and the authors strongly believe that they could be used at other global companies in the fast moving consumer electronics goods industry. (Fagerlund & Krner 2010]

What's Ailing Sony Ericsson?

Sony Ericsson is faced with hurdles of shrinking sales across the industry and overreliance on the Western Europe market for its sales.

When Sony Ericsson signed tennis star Maria Sharapova as its first-ever global brand ambassador, there was hope that her cachet would boost sales of its high-end multimedia handsets. These handsets are facing a lot more competition these days from the similar models of Nokia, Samsung, and Apple (AAPL). The continuous losing matches by sharapova put a question on the choice and analysts say that her best days might be over now.

The Japanese-Swedish handset maker scored big a few years back with a series of devices built around Sony's iconic Walkman marquee. But analysts believe that the sub-brand has become a bit stale and Sony Ericsson hasn't yet been able to get some other move. Some analysts have even starting to compare Sony Ericss本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。