Samsung Marketing Plan

In: Business and Management

Submitted By mitrabidisha
Words 3474
Pages 14
Table of contents

S.No Titles

01- About Company
02- History
03- Mission statement
04- Vision statement
05- Management Philosophy
06- Marketing mix Product
• Price
• Place
• Promotion
07- Target market
08- Market Segmentation
• Demographical
• Geographical
• Behavioral
• Psychographical

09- Macro Environmental Factors
• Economical factors
• Technological factors
• Political factors
• Demographical factors
• Socio/cultural factors
10- SWOT Analysis
11- Bibliography

ABOUT COMPANY
Type Public
Industry Consumer electronics
Telecoms equipment
Semiconductors
Home appliances
Founded 1969 (Samsung Electric Industries)
1988 (Samsung Electronics)
Headquarters Suwon, South Korea
Area served Worldwide
Key people Lee Kun-hee (Chairman)
Lee Jae-yong (Vice Chairman)
Kwon Oh-hyun (Vice Chairman and CEO)
Products LCD and LED panels
Mobile phones
Semiconductors
Televisions
Other
Employees 369,000 (2011)
Parent Samsung Group
Website www.samsung.com

Samsung Electronics Co., Ltd. (Korean: 삼성전자) is a South Korean multinational electronics company headquartered in Suwon, South Korea. It is the flagship subsidiary of the Samsung Group and was the world's largest technology company by revenues from 2009 to 2012.Samsung Electronics has assembly plants and sales networks in 61 countries and employs around 369,000 people.

Samsung Electronics is the world's largest mobile phone maker by 2012 unit sales and world's second-largest semiconductor chip maker by 2012 revenues (after Intel Corporation). It has been the world's largest television manufacturer since 2006 and the world's largest maker of LCD panels for eight consecutive years. It has the largest marketshare worldwide in memory chips. The company was the world's largest vendor of smartphones in 2011. Samsung has also established a prominent position in the tablet computer…...

Similar Documents

Samsung Marketing Strategy

...“Inspire the world, Create the future.” 1.0 Executive Summery Samsung Electronics has proven to the business world that they are one of the most prestigious technology companies in the industry. With more technology advancements than our market can handle at this point and time, Samsung has paved the way for the future in electronics. One of the most popular new “toys” in the market today, is the unbelievable 3D TV. The first 3D TV was launched in March of 2010, and has already had a major impact on the market. With the release earlier this year, Samsung dominated the market, controlling nearly 90% of the total share. Samsung’s product, the 9000 series TV, is incomparable to competition with its ultra-thin screen, measuring only 0.3 inches in width. The 9000 series also comes with a full color spectrum that makes for an incredible viewing experience. Although Samsung is dominating the 3D market, we still have very detailed strategies and tactics that we believe will give us an increased competitive advantage over our competition. The company’s main emphasis the past couple years has been on integration, union, and encouraging innovation. Samsung is always preparing for the next big item to hit the market, which is why their technology is so far ahead of all leading competitors. In the future, we plan to enter the 3D video gaming market with a partnership with Microsoft. This will give us access to all of Microsoft’s gaming technology, in which we will combine with our......

Words: 11684 - Pages: 47

Marketing Plan

...Introduction of Samsung………………………………………………..……3 * Competitive strengths of Samsung………………………………..………….5 * Future success of Samsung’s Performance…………………………….10 5.1 Would Samsung bring it to the same level as Wal-Mart?..........…10 5.2 Capability to attain the target as designed………………………..12 5.3.1 Financial highlights in 2011…………………………………..… 12 5.3.2 Chinese threat on Samsung………………………………….......12 5.3.3 Five Forces Analysis for Samsung……………………………….13 5.3 Key Values of Samsung……………………………………….…14 5.4 Emerging markets are key to future success for Samsung............16 5.5 Conclusion……………………………………………………….16 * Recommendation……………………………………………………………..17 * References……………………………………………………………...…….17 * Executive Summery The purpose of this assignment is to present a study of Samsung’s competitive strengths to expand its business globally and make an initial proposal that Samsung pursue opportunities in around the world to bring it to the same level as Walmart. With the rising economic of scales and rapid development of Asian economic, it seems people living status been rise up. Even with Samsung makes it in to untouched market entrance. These opportunities show promise for improved returns for Samsung market potential. This report mainly focus on two key elements * Samsung’s competitive strength * The ability to bring Samsung to the same level as Walmart. * Introduction of......

Words: 3062 - Pages: 13

Marketing Plan

...Review of marketing plan Brand association Samsung is one of the most professional household appliances and mobile device manufacturer in the world, the brand image of Samsung product are high quality, exquisite and popular. Most of Samsung products are attractive and competitive to the world, especially their mobile device product. In the recently year, Samsung’s cell phone was becoming more and more popular. When customers mention the Samsung’s cell phone, Galaxy cellphone would be the hottest topic for the customers who are interested in the cell phone product. Galaxy has already become the one of the most popular cellphone type, even some of customers think Samsung is a company which one and professional manufacture to produce the cellphone. Marketing objective From the London Olympic campaign, they build the plan both for the long-term and short term. For the long term, the brand image and brand reputation will be improved by this campaign, because Samsung spend money on social marketing. This time, Samsung take the social responsibility for the UK’s customers, and encourage the customers who are watch the Olympic Games to do more exercise, join the Olympic and make the miracle (Samsung official web, 2011). Therefore, the audience will not forget the Samsung brand, and high frequency of brand exposure will helpful to improve the brand awareness. On the other hand, for the short term, the objective would be increased sales and introduce the new product to customers,...

Words: 1382 - Pages: 6

Samsung Marketing

... By 2002, Samsung was rated as one of the top 3 players in the global mobile handset market. Analysts attributed Samsung’s success to its marketing initiatives. Discuss the role of marketing in Samsung’s success. To establish itself as a major player in global mobile handset market, Samsung implemented different marketing strategies like innovative and technologically advanced products, people centric product designs which satisfied the needs of the consumers worldwide, partnering with local distributors and suppliers, exploring new market and consolidated marketing effort. Firstly, Samsung focused on its product to shed its OEM player. For this, the company started a restructuring process called ‘New Management’ which focused on product quality, globalization and multifaceted integration. The company prioritized quality over quantity and implemented various quality initiatives like Six Sigma approach and assembly line manufacturing to ensure quality. To make products suitable to all, it established design institutes in Europe, US and Asia. Samsung separated a budget of $ 126 in a program for building complete global design. In already crowded electronics consumer goods sector, Samsung decided to launch products which were technologically advanced and innovative. With this, Samsung gained a competitive advantage among its competitors. It also established research facilities in California (United States) and Tokyo to improve its product line. Another marketing strategy......

Words: 3760 - Pages: 16

Samsung Galaxy S4 Marketing

...History Samsung Group is currently a multinational conglomerate company headquartered in Samsung Town, Seoul. In 1938 when Samsung was founded in Daegu (Korea), it was initially a trading company, selling dried Korean fish, vegetables, and fruit to Manchuria and Beijing. (Samsung) Just after a little more than a decade, it owned flour mills and confectionery machines and began its own manufacturing and sales operations. During the 1970s, Samsung (for the first time) began exporting electronic products, and in 1978, Samsung Semiconductor and Samsung Electronics became separate entities. Soon after in the 1980s, they increased their focus on technology and this had led to the creation of the company’s 2 research and development (R&D) institutes. However, after the death of their founder Lee Byung-chul, it was segmented into 4 independent business groups. By the 1990s, Samsung became more globalized and their best sources of revenue came from their mobile phones and semiconductors. Business Portfolio Samsung Corporation is a multinational conglomerate company with operations in almost every country. Often, they have products or services that are available in a huge number of countries and an example is the initial launch of the Samsung Galaxy S4 smartphone. It was initially sold in 110 countries and over time it expanded to total of 155 countries in cooperation with 327 partners (Yarow, 2013). It also serves organisations and almost every segment of consumers......

Words: 7508 - Pages: 31

Marketing Plan

...Marketing plan Each business, product or brand needs a detailed marketing plan. What does a marketing plan look like? Our discussion focuses on product or brand plans. With a detail plan, any business will be better prepared to launch a new product or build sales for existing products. The purpose and content of a marketing plan A marketing plan serves to document how the organizations strategic objectives will be achieved through specific marketing strategies and tactics, with the customer as the starting point. It also linked to the plans of other departments within the organization The role of research To develop successful strategies and action programs, marketers need up to date information about the environment, the competition and the marketers segments to be served. Often analysis of internal data is the starting point for assessing the current marketing situation, supplemented by marketing intelligence and research investigating the overall market, the competition, key issues and threats and opportunities issues. The role of relationships The marketing plan shows how the company will establish and maintain profitable customer relationships. In the process, however, it also shapes a number of internal and external relationships. From marketing plan to marketing action Companies generally create yearly marketing plans, although some plans cover a longer period. Marketers start planning well in advance of the implementation date to allow time for......

Words: 4273 - Pages: 18

Samsung Electronics: Global Marketing Operation

...SAMSUNG ELECTRONICS: GLOBAL MARKETING OPERATION I. Problem Samsung is trying to create a corporate marketing strategy that will effectively catapult the brand to the forefront of the global electronics industry. The goal is to surpass Sony and to become a premium global brand where consumers consistently view Samsung as a must-have valuable brand. II. Alternatives/Recommendations i. Advertising Campaign. It is wise to administer both a global campaign and a segmented one. The DigitAll global advertising campaign doesn’t seem to be enough to effectively increase market share. It is the kind of campaign that doesn’t necessarily make sales increase, but simply increases awareness. Instead, Samsung needs to create a campaign that educates consumers of what the brand stands for and represents. The marketing message should emphasize the company’s values on quality, innovation, and linkage of all of Samsung’s offerings. Quality within the Samsung products needs to be advertised giving proof of high consumer reports, product comparisons, and expert reviews. Print campaigns could highlight the fact that the company puts a large majority of its resources on its human capital and their ability to innovate. This makes the company a desirable place to work for and puts a higher value on the brand name. * Low prices shouldn’t be a part of the promotion campaign. The price will be shown on the shelf, and serves as a low-risk invite for a first-time buyer. Although......

Words: 841 - Pages: 4

Marketing Plan

...Marketing Plan Reda Bouizar Devry University Mktg522 Marketing Plan 1.0 Executive summary The purpose of this marketing plan is to introduce Apple into a new market that has the potential to make the company leading further in the high-tech industry. The proposed product is the iWatch, a smart watch that features Apple’s latest technology. This product will allow the company to penetrate the market of wearable technologies, which will weight 1.4 billion dollars by the year 2018. In fact the market demand is increasing steadily in regard of this new type of technologies. Companies such as Samsung and Google had introduced wearable devices such as the Galaxy Gear or the Google Glass in order to create a new way for consumers to interact with technology. The iWatch will satisfy a new demand that is estimate to five million shipments in the next year. (Ranck, 2012, p. 1). Using the Apple strengths such as advanced patents, strong brand equity and extensive distribution channels; the iWatch can be, like the iPod, a strong vector of development for the company. In fact, the marketing objective proposed by this plan is to become a leader on the wearable technologies market and ultimately sale three million units by the end of next year as a financial objective. This document will present the marketing mix that will allow Apple to reach those objectives. Elements like fashionable design, high quality and new technologies will permit the iWatch to...

Words: 4293 - Pages: 18

Marketing Plan

...So U: Marketing Plan Robin Postell June 7, 2014 MBA Fulfillment in the Requirement for MKT 500 Strayer University Dr. Issac Owolabi, Ph.D. TABLE OF CONTENTS I. Executive Summary II. Mission Statement III. Branding, Pricing, and Distribution IV. Company Major Competitor V. Differentiation Strategy VI. Leader or Follower VII. Macro-Environmental Issues VIII. Predicts Trends and Formulate Strategy IX. Implementation Strategy X. Five Year Expansion Plan XI. Social Media XII. Performance Standards XIII. Potential for Company XIV. I. Executive Summary: Mobile phones and smart phones are growing in popularity all around the world. Mobile technology has become important in the developing world, by allowing it to “shoot ahead” and take advantage of advances in information and communication technologies without land lines. Many development projects are currently underway to bring information services via mobile phone and other devices to emerging societies. (Wei, 2014) So U is a small manufacturing company which creates customize carrying cases for the mobile technology industry. So U converts leather into any type of mobile carrying case that can be universally use to carry any small to large mobile device manufactured under brand names such as Apple, Sony, and T-Mobile; but with the clients own engraved style choice which reflects their life style. Established in 2012 from the basement of my home, my brother...

Words: 4639 - Pages: 19

Marketing Plan

...Supervisor: Livia Marian Department of Business Administration Examination number: 402966 Number of Characters: 55.272       Is  Nokia’s  performance  in  the  Smartphone   market  affected  negatively  by  marketing   strategy  decisions?   Analysis of marketing strategy choice and implementation for Nokia Lumia in Europe Aarhus School of Business and Social Sciences April 2013   2  of  34   Table of Contents   Abstract.................................................................................................................................4   1.  Introduction....................................................................................................................6   1.1  Problem  statement .............................................................................................................7   1.2  Scope/Delimitations...........................................................................................................8   1.3  Terminology ..........................................................................................................................8   1.4  Methodology..........................................................................................................................9   2.  Nokia’s  Mission  and  Vision .........................................................................................

Words: 10481 - Pages: 42

Samsung Marketing

...Introduction Our group selected to analyze Samsung Electronics, the division of Samsung, and its one of the most popular cellphones, Samsung Galaxy Note 2. We will analyze our product from four parts, including description of the company and product, situational analysis, environmental scan and segmentation/targeting, and marketing mix 4P’s. Part 1: Company/Product Description of Company and Its Product Samsung Group is a South Korean multinational conglomerate company founded in 1938, which is diversified into many areas including fashion, electronics, construction, medicine and more (Samsung, 2014). But now, Samsung Electronics, particularly mobile phones, have become one its most important source of income. On September 26, 2012, Samsung Electronics released its brand new product - Galaxy Note 2, which was sold more than 30 million units as of September 25, 2013 (Smith, 2013). Description of the Reasons to Choose Company and Its Product There are two reasons we want to choose Samsung Galaxy Note 2. First, Samsung Electronics leads the global market in high-tech electronic manufacturing and digital media. Samsung not only has significant influence on South Korea economy as the largest South Korea chaebol (business conglomerate), but also is the world’s largest information technology company measured by 2012 revenues, and 4th in market value (Danka & Shibaloy, 2012). To be more specific, Samsung contributed 17% of South Korea’s $1,082 billion GDP according to...

Words: 9688 - Pages: 39

Marketing Plan

...Company G 3-Year Marketing Plan for the Waterproof Wireless Ear Buds Table of Contents Introduction 3 Mission Statement 3 The Product 3 Consumer Product Classification 3 Target Market 4 Competitive Situation Analysis 4 Analysis of Competition using Porter’s 5 Forces Model 4 SWOT Analysis 5 Strengths 6 Weaknesses 6 Opportunities 6 Threats 7 Market Objectives 7 Product Objective 7 Price Objective 7 Place Objective 7 Promotion Objective 7 Marketing Strategies 8 Product Strategies 8 Price Strategies 8 Place Strategies 8 Promotion Strategies 8 Tactics and Action Plan 8 Product Action Plan 10 Price Action Plan 10 Place Action Plan 10 Promotion Action Plan 10 Monitoring Procedures 10 Introduction As a leader in the small electronics industry, Company G is proud to add to its market leading line of headphones. The XB-BWWEB Bluetooth Wireless Waterproof Ear Buds will set a new standard of excellence in listening devices. Mission Statement “We enable consumers to improve the quality and convenience of their lives by providing innovative electronics solutions.” The Product Today’s world is a “wired” world. We plan to cut the wires and expand the limited offering of wireless earbuds to include our new XB-BWWEB Bluetooth Wireless Waterproof Ear Buds. While there are other devices on the market today, none have the extensive list of features of the XB-BWWEB They feature; * Size - The smallest Bluetooth......

Words: 2812 - Pages: 12

Marketing Plan

...VersaPhone: Marketing Plan Table of Contents VersaPhone: Marketing Plan 1 Executive Summary 4 1. Situation Analysis 5 1.1. Market Needs 5 1.2. The Market 6 1.2.1. Market Demographics 6 1.2.2. Market Trends 6 1.2.3. Market Growth 7 1.2.4. Macroenvironment 8 1.3. The Company 9 1.3.1. Mission 9 1.3.2. Service Offering 9 1.3.3. Positioning 9 1.3.4. SWOT Summary 10 1.3.4.1. Strengths 10 1.3.4.2. Weaknesses 10 1.3.4.3. Opportunities 10 1.3.4.4. Threats 10 1.4. Competition 11 1.4.1. Direct Competition 11 1.4.2. Indirect Competition 12 2. Marketing Strategy 13 2.1. Value Proposition 13 2.2. Critical Issues 13 2.3. Financial Objectives 14 2.4. Marketing Objectives 14 2.5. Target Market Strategy 14 2.6. Messaging 15 2.6.1. Branding 15 3. Marketing Mix 15 3.1. Product Marketing 15 3.2. Pricing 16 3.3. Promotion 16 3.4. Service 17 3.5. International Markets 17 3.6. Implementation Schedule 18 4. Financials 18 4.1. Break-even Analysis 18 4.2. Sales Forecast 19 4.3. Expense Forecast 19 4.4. Linking Expenses to Strategy and Tactics 20 4.5. Contribution Margin 21 5. Controls 22 5.1. Implementation 22 5.2. Keys to Success 23 5.3. Market Research 23 5.4. Contingency Planning 23 References: 25 ...

Words: 5971 - Pages: 24

Marketing Plan

.....................................................7 Marketing Strategies and Implementation ...............................................................8 Product Strategies .........................................................................................8 Price Strategies ............................................................................................8 Place Strategies ...........................................................................................9 Promotion Strategies......................................................................................9 Marketing Implementation ................................................................................10 Product Action Plan ......................................................................................10 Price Action Plan .........................................................................................11 Place Action Plan ........................................................................................12 Promotion Action Plan ...................................................................................12 Monitoring Procedures ..................................................................................13 ! ! ! Introduction Company G is a well regarded business in the electronics industry. The XG brand name has a great reputation for producing quality products. This marketing plan is designed to establish and help determine Company...

Words: 3132 - Pages: 13

Marketing Plan

...1. There are four controlling marketing mix factors, product, price, promotion and place. They are controllable factors because they are under the control of the marketing department in an organization. An example of items under product would be features, brand name, packaging, service, and warranty. An example of items under price would include list price, discounts, allowances, credit term, and payment periods. Examples of promotion is advertising, personal selling, sales promotion, public relations, and direct marketing. Under place we find outlets, channels, coverage, transportation, and stock levels. A perfect example of the four controlling marketing mix in action would be Procter and gamble introducing a new toothpaste designed to taste good and fight cavities. Logo and packaging designed in bright colors to appeal to kids of elementary school age to encourage more tooth brushing. The price would be $2.00 and there would be coupons to discount the price. Promotion on television and radio commercials, magazine and newspaper ads and website; the ads will use bright colors and happy music, perhaps an animated cartoon character for a fun and family friendly attitude. The place or distribution would be in supermarkets, drug stores, and discount stores such as Wal-Mart. Target demographic is mothers with kids who make buying for the family (advertising could be shown on children’s programming, prompting kids to ask parents to buy the toothpaste.) 2. The......

Words: 1906 - Pages: 8

Sacchi a pelo | Jinglei Xu | Plus Size Swimwear