Samsung Marketing Report Essay

Words: 7185
Pages: 29
Open Document
I. Positioning Statement
Samsung embodies style and technology for the young professional, with its cutting edge design and superior connectivity features.
Samsung's positioning statement is one that asserts its differentiation vis-à-vis other mobile phone providers. In the local market where myriad choices abound, Samsung's sleek exterior design, accompanied by its selection of soft and hard features, render it an optimal purchase for the young, technologically updated professional.
II. SWOT based on primary and secondary research
Strengths

 Strong global presence
 Diversified product line
 Technology
 Design Weaknesses

 Customer perception of weak product attributes like Durability …show more content…
On the physical aspect, Samsung has smoother curves on the edges compared with Motorola, however, not many are aware of this distinctive feature. Samsung can be more aggressive in terms of marketing the slimness of their units as well as the wireless capabilities. In addition, Samsung can differentiate by niching on the Wi-Fi market as there is currently no brand that can claim market leadership in this category. On the lower end segment, Samsung can push their products by marketing its mobile phones as entertainment gadgets with the opportunity for membership in the Samsung ‘in' club .
a. New or extension
It is recommended that new product lines be added in order to directly address the needs of the primary and secondary market. Creating a series of cellular phones that exemplify style, individuality, technology and professionalism is necessary in order to drive the sales of Samsung cellular phones. By adding the two new segments/series: Executive Series and Entertainment Series, higher retention and value addition will be ascertained.
Executive Series (For the Primary Target Market):
The executive series will be equipped with features suitable for professionals, such as Internet, Bluetooth/Infrared, WAP, MS-Office Functions and Synchronization with computing / networking devices. This series is aimed at providing executives the power of
Show More

Related Documents: Samsung Marketing Report Essay

Essay about 1) Factors That Triggered the Growth of Samsung in the Global Handset Market

growth of Samsung in the global handset market 4 SWOT analysis 4 Factors of growth 5 2) Strategies adopted by Samsung as the second largest handset market in the global mobile market. Corporate strategy, business level strategy 6 Samsung business strategy 6 3) Samsung overtakes Nokia in a handset market 7 Conclusion 9 Reference 10 Introduction Samsung Electronics was founded in South Korea in 1969. It is part of one of the multibillion corporations in the world. Samsung is one of…

Words 2368 - Pages 10

Sponsorship: Chelsea F. C. Essay

CASE STUDY­ SAMSUNG­CHELSEA SPONSORSHIP 1. BACKGROUND Samsung Electronics , a flagship company of the Samsung group is a worldwide leading consumer electronics brand, founded in 1938 in South Korea a major Korean­based manufacturer of mobile phones, telecommunication systems, semiconductors, TVs, and home appliances. With its innovative technology, unique design, usability and added­value, Samsung Electronics has contributed to today's digital revolution…

Words 2718 - Pages 11

Marketing Project Paper

Marketing Project Paper Samsung Galaxy S and Note Nguyen Tien Nam MKT-302A Gloria Wadsworth Feb – 25th – 2015 Introduction Nowadays, smart phone is always a hot topic in the technology field. There are more than hundred smart phone released every year. Smart phone has become a strong competitive market today. Samsung, Apple and Huawei are three leader of the smart phone market. According to Jonnalagadda (2014), the table below represents the smart phone market share. Vendor 2nd Quarter 2014 Shipment…

Words 1725 - Pages 7

Mkt10007 - Assessment 3: Team Marketing Strategy Essay

TEAM MARKETING STRATEGY Fundamentals of Marketing Apple iPhone 6 TABLE OF CONTENTS Contents 1. Executive Summary 3 2. Introduction 4 3. Section One 4 3.1 Industry Overview 4 3.2 Competitors 5 3.2.1 Samsung 5 3.2.2 HTC 6 3.3 Key player of importance 6 3.4 Technology Trends 6 3.5 Demographic Trends 7 4. Section Two : Segmentation 8 4.1 Consumer Characteristics 8 4.2 Segmentation Framework 9 4.3 Segment Profiles 9 5. Conclusion 11…

Words 3004 - Pages 13

Samsung Marketing Strategy

CASE STUDY SAMSUNG ELECTRONICS CO TABLE OF CONTENTS 1.1 Acknowledgment 1.2 Introduction 1.3 SWOT Analysis 1.4 Segmentation strategy 1.5 Market Targeting 1.6 Positioning Strategy 1.7 Product strategy 1.8 Price strategy 1.9 Value chain strategy 1.10 Promotion strategy 1.11 Financial status 1.12 Recommendation to management 1.13 Attachments of Samsung Products ACKNOWLEDGEMENT Above all i would like to thank “ALMIGHTY ALLAH” whose guidance let me courageous at every moment. I believe that he is the…

Words 1974 - Pages 8

Marketing Communications Essay

Executive summary Marketing communication (marcom) is known as the promotions element of the 4Ps in the marketing mix. Advertising, sales promotion, direct marketing, personal selling and public relations are the five main promotional mixes. Due to the competitive nature of the IT industry, the product life-cycle is short and it is vital that businesses focus on growth by targeting new markets for their existing products. Businesses are using integrated marketing communications (IMC) as it is…

Words 3428 - Pages 14

Marketing Report Essay example

Executive Summary The purpose of the report is to provide analysis of the current industry and market situation, and the viability of launching the Home Smart-Lock in Australia. This report was commissioned to examine what steps and research need to be taken into account by the executives of Amazing Ideas. The research draws attention to the fact that there are varieties of competitors in the current market, such as Samsung, one of the main competitors against Amazing Ideas. Macro-environment…

Words 3898 - Pages 16

Essay on Samsung Case Study

Maintaining the “Single Samsung” Spirit: New Challenges in a Changing Environment Caryn Ng Kar Yan B1102572 Keah Mei Sian B1102580 Nur Fathiha Bte Johan Ariffin B1100381 Mohd Roshan bin Mohd Yusop B0101223 Sarkunarajah S B1001971 Wan Arjunaidi Bin Awang @ Wan Abdul Halim E0300073 Abstract Samsung portrayed a very interesting and impressive success story in every aspect of development. Although they were hit hard by financial crisis in 2009, Samsung survived the ordeal with…

Words 6158 - Pages 25

Samsung Case Study Essay

Maintaining the “Single Samsung” Spirit: New Challenges in a Changing Environment Caryn Ng Kar Yan B1102572 Keah Mei Sian B1102580 Nur Fathiha Bte Johan Ariffin B1100381 Mohd Roshan bin Mohd Yusop B0101223 Sarkunarajah S B1001971 Wan Arjunaidi Bin Awang @ Wan Abdul Halim E0300073 Abstract Samsung portrayed a very interesting and impressive success story in every aspect of development. Although they were hit hard by financial crisis in 2009, Samsung survived the ordeal with…

Words 6180 - Pages 25

Conjoint analysis Essay examples

Conjoint analysis: Conjoint analysis is a quantitative method used in marketing research. It requires participants to make an arrangement of trade-offs. And it is used to measure the study how changes to cost impact mainly for things or organizations, and to figure the possible acceptance of a product if taken to market. It helps us to understand the market preferences. The main theme of any conjoint analysis is to assign specific values to the range of choices which buyers…

Words 729 - Pages 3