Sample marketing plan for samsug

三星GALAXY S4的调研

报告

班级：11营Y2

姓名：张子军

学号：11124737

目录

1. Sample marketing plan for samsung………………………………3

2. Current Marketing Situation………………………………………3

3. Market Descripition ………………………………………………3

4. Product Review……………………………………………………4

5. Competitive Review…………………………………………………5

6. Channels and Logistics Review……………………………………6

7. Strengths,weakness,opportunities,and threat Analysis…………7

8. Objectives and issues ……………………………………………9 9. Marketing strategy ………………………………………………10

10. Positioning…………………………………………………………10

11. Product strategy……………………………………………………10

12. Pricing strategy……………………………………………………10

13. Distribution strategy………………………………………………10 14. Marketing communication strategy………………………………10

15. Marketing research………………………………………………11 16. Marketing organization……………………………………………11

17. Action programs…………………………………………………11

18. Budgets……………………………………………………………11

19. Controls……………………………………………………………12

20. Marketing plan tools………………………………………………12

Sample marketing plan for samsung

This section will take you know the sample marketing plan for samsung,An innovative company.The company’s first product is the 64K DRAM（Dynamic Random Access Memory）,a VLSI chip ,Based on the semiconductor technology. and coming out of samsung galaxy s4, samsung will be competing with LG, Apple,sonic,research in status of development,panasonic,and other well-developed rivals in public,Innovation, incentive,and Combination of the team make success ,so It is the samsung today.

Exective Summary Samsug is trying to develop a new production,smartphone,the Samsung Galaxy S4,in a high-end market,How to let more people know about the samsung galaxy s4,It is a suitable for mobile phone.our product will show different feeling for customers,to make them produce the purchase desires.We want to let the customer know advantages and characteristics of samsung, enlarge the brand value.

This research goal is to drive high growth companies such as apple, HTC, strive for the company's sales breakthrough. Our forecast is issued on the day of the world there are 2 million customers to buy.Expect full-year revenue by $80million, keep the year’s revenues is 1.5 times of last year.and 2 times in the next year.

Current Marketing Situation

Samsung, the world's second largest mobile phone manufacture.Brand awareness, brand loyalty, user good word of mouth.In recent years, samsung study smartphone technology, and achieved gratifying results.Product development and design ability.Industry chain cooperation advantage prominent.Closely associated with operators. Product marketing channel widely.Pay attention to publicity, good brand image,samsug can timely grasp the market trends.

Of course, the smartphone market is very competitive.Samsung's rival is clear, for example Apple,HTC,Motorola,LG,Lenovo and so on. Since 2009,Motorola will concentrate on the android system. And continuous highlight many android phones, remarkable er attention improve significantly.The threat of Motorola to samsung is more and more big.Similarly, HTC also cannot be ignored. HTC users continue to rise. According to data. HTC sold in smartphones with a total of 28 in February, 2011 Prices in 2000-3000 yuan design has 13, the samsung only Paragraph 6. Apple mobile phone products takes high-end, fashionable course, this has a great similarity with samsung, so compared with medium and low-end market, samsung in the high-end market impact is more severe. Though samsung product quantity is much higher than the apple, but the user attention and brand competitiveness, apparently by apple.And of course the smartphone market new mi mobile phone, is developing rapidly, has captured a large market share, is a big shock for samsung.Therefore, samsung has a long way to go.

Market Descripition

In spite of the whole mobile phone market, samsung has the number of obvious advantages, but from the point of single product awareness, samsung single product competitiveness is relatively weak, data show that in March of 2011, China mobile phone market, samsung single product concerned at a rate of 0.05%, in the top five most popular brand in cr. Far below the 0.31% of apple's samsung smartphone situation is not optimistic, scraped the first three.

Currently, samsung smartphone market competitors: apple, HTC, Motorola, Lenovo and so on, in 2008, samsung global market share to surpass the Motorola as the world's second largest mobile phone manufacturers, when with Motorola to focus on the android system, continuous launch smartphones, market reaction is very good. The threat to samsung also can foresee. HTC's attention also constantly improve, in 2011, HTC puts forward many smartphones, performance-to-price ratio is high, is beyond the expectation of people, and the price at around $2000-3000, catered to the low income, market share rapidly improve, thus entered the smartphone big three. Mi mobile phone because of its product updates fast, cost-effective, won widespread praise of consumers. Not only in the overall number will catch up with samsung, and samsung have been proud of in the high-end market will also be tied with mi. Apple not verbosity, taking high fashion line, in the high-end market huge impact on the formation of samsung, samsung wants to get a share of the high-end market, must strengthen research and development, product innovation, quality and service. In this way can the samsung in an impregnable position in the fierce competition in the mobile phone market.

Segment Needs and Corresponding Features/Benefits of Samsung

Targeted segment customer Need Corresponding Feature/Benefit Professionals perform lots of functio anywhere android-based operating (constomer market) stay in touch conveniently and system less delay

use securely

office worker play games and get touch fast information files for checking

(consumer market) organize and access contacts appointments and data.connecting with contacts

Students enjoy many functions convenient functions,cost-effective (consumer market) express style and individuals communication and entertainment

Corporate users obtain fast directions to business built-in GPS allows voice-activated (bussiness market) meetings security and accuracy access to directions and maps

Medical users innovative technology, convenient removable memory card and hands-

(bussiness market) operation, safe and comfortable free ,wireless information recording reduces paperwork and increases productivity

Product Review

Our present product the samsung galaxy s4,offers the following standard features with a android Os.

The home screen resolution: 1920 x1080 pixels

Pattern: GSM, WCDMA, international dual template support FDD - LTE, TDD LTE

Support band: 2 G: GSM / 1800/1900 850/900, 3 G, WCDMA / 1900/2100 850/900 MHZ Operating system: the Android OS 4.2

The RAM and ROM capacity of 2GBand 16GB respectively

Input method: input method in Chinese, English input method, the third party input method GPS navigation: built-in GPS, support A - GPS, Glonass

Front-facing camera pixels: 2 million pixels

The rear camera pixels: 13 million pixels

Video playback: supports MP4 / DivX/XviD/WMV/h. 264 / h. 263 format, etc

Audio playback: MP3 WAV/eAAC + / AC3 / FLAC format

Game: built-in games, support for download

Social applications: support QQ, MSN, fetion, Social Hub (circle), reading, gaming, etc

WLAN function: WIFI, IEEE 802.11 a/n/b/g/ac

Data interface: HDMI, Micro USB v2.0, TV - OUT

E-mail: supports IMAP4, POP3, Exchange, GMail, etc

Office tools: TXT, Quick Office, Adobe PDF

Other features: infrared function, suspended preview, pedometer, temperature sensor, humidity sensor, the S - Voice Drive, Group

Competitive Review

In spite of the whole mobile phone market, samsung has the number of obvious advantages, but from the point of single product awareness, samsung single product competitiveness is relatively weak, data show that in March of 2011, China mobile phone market, samsung single product concerned at a rate of 0.05%, in the top five most popular brand in cr. Far below the 0.31% of apple's samsung smartphone situation is not optimistic, scraped the first three. With android, MOTOROLA the rapid growth of user attention and market share to samsung brings the most direct threat, apple iphone series of high-end market becomes the main competitors of samsung sphone products, HTC and other IT companies also nots allow to ignore to the rise of risk factor.

Apple,Today's hottest an apple mobile phone, catered to the people of the pursuit of fashion and high-end. Established in 2007 by Steve jobs unveiled on Macworld, held on January 9, 2007 in the United States on June 29. The iPhone is a GSM mobile phones, 4 band support EDGE and 802.11 b/g wireless Internet access, support emails, mobile calls, text messages, web browsing and other wireless communication service. On June 29, 2007, 18:00 iPhone (namely iphone1 generation) listed in the United States, July 11, 2008, apple launched the iPhone 3 g. At 1 am on June 8, 2010 jobs introduced the iPhone 4. On October 5, 2011 in the morning, the iPhone 4 s. September 13, 2012 in the morning (American time) on September 12th morning iPhone 5 release. On September 11, 2013 early morning (American time) in the morning on September 10, the double core iPhone 5 s, the iPhone 5 c. popular iphone 5s has a 5 inch color screen and is well-equipped for music,video,and web access.Apple will from June 2013 to launch an iPhone in the United States scrappage scheme, designed to allow more of the old type users to upgrade to the iPhone 5, and

returned to the old type.

Mi ,Mi is a recently developed two or three years smartphone manufacturers, but has a strong innovation and research and development capabilities. Mi company recently released 2 meters, mi mobile phone 2 is the world's first use of 28 nm quad core 1.5 GHz processor high-end smartphones, has been dubbed the "king of the performance", "monster" performance. Mi mobile phone two quad-core processors on the specification has overwhelmed the samsung Orion quad-core, NVIDIATegra 3 commercial quad-core mobile processors. Achieve the perfect combination of speed and low consumption. High performance to price ratio. The market response. Mimobile phone with 3.9 mm super narrow bezel design with a 4.3 -inch screen in asians use habits of best handheld experience. These are careful of mi, we should actively learn from reference.

HTC,HTC was established 10 years, is a mobile device one of the fastest-growing companies in the industry for many years, the company behind the global well-known communications giant silently efforts to make these products to all over the world famous companies on the market of light and heat. HTC with leading brand of the mobile device manufacturers to establish a unique partnership, HTC also through the industry's leading OEM partners at the same time, the product to the market, by consumers. HTC launched in 2002 the first smartphone, the products meet the needs of the consumers, won widespread praise, and from June 2006 to develop its own HTC brand, from now on in a leading position in the mobile phone market established himself. Since HTC took to the road for the development of independent brands, through constant cooperation, positive innovation research and development of new products. Gradually become a strong power of large companies. With the development of the smartphone market leader.

Motorola ,Motorola's smartphone is the giant IT Motorola in an important part of machine business, the current in the mobile phone industry occupies a larger proportion. As at present, the world's fourth, China's second-largest smartphone makers, Motorola has made the world's first smart touch screen mobile phone days billiton A6188, first write a smart phone, the world's first mobile phone Linux smartphone operating system, is also the symbian smartphone operating system is one of the founding of the company. Motorola smart phone no matter from the technical level, market or has considerable strength.

Despite this strong competition,Samsung also has its own advantages, samsung mobile phones prominent advantages: fashionable appearance, the precision of process quality, satisfying the screen, and the bell is what other brand mobile phone does not have. These advantages particularly prominent in the clamshell mobile phones. On the above advantages, we firmly occupy the high-end mobile phone market, samsung earned profits for its, provides abundant capital support for development of samsung. So the technology innovation and research and development is very important, of course, the quality of our products and services, team, and so on are also very important, these are all the wealth of the samsung.

Channels and Logistics Review

products of samsung will be distributed through a network of retailers in the top 50 world market.Among the most important channel partners being contacted and samsung stores

Samsug stores,Samsung all kinds of products, at or above the county level cities have distribution,

and the convenience of our customers to buy. Computer stores,computer retailers in city will distribute samsung products.

department store,For samsung, one or a few counters distribute their products.

electronics specialty stores,Give customers fashion, popular, high-end samsung products.

online retailers,Provide customers purchase samsung products and services at any time, safe and fast.

Sample of Competitive products and pricing

Competitor Model Features Price Apple iphone 5s New design of camera module and flash,the first 64 $5280 mobile intelligent device processor - A7Chip, faster. With TouchID fingerprint recognition. New IOS7 system. rebate Mi mi3 Millet mobile phone 3 native support "RAW" mode, $2880 millet mobile phone 3 lighting area control very well. with Mi 3 on the shape and work has used the aluminum rebate, magnesium alloy one-piece forming way of design, phone overall material are metal, thickness of 8.1 mm. contract HTC X920e New Super 5 inches LCD 3 Super retina screen, $3499 true color reproduction acme new horizon, with a brand without new qualcomm quad-core speed CPU, bring strong rebate multitasking ability, control more convenient.

Motorola XT894 Positive DROID 4 USES a 4.0 -inch display, built-in $3340 1228 MHZ ti OMAP4430 processors, with 1 gb of with memory, manipulate smoothly, performance is strong, rebate, worthy of attention. phong contract Samsung Galaxy s4 Samsung Galaxy S4 the flagship machine will use their $4899 own Orion Exynos 5410 eight core processor, and frequency with will be up to 1.8 GHz. At the same time, samsung Glaxy S4 rebate supports "eyeballs" and "intelligent suspension" and other phone new features. contract

Strengths,weakness,opportunities,and threat Analysis

In order to become a leader in the field of digital integration, samsung electronics, respectively, in the field of household, mobile, office and core components made the corresponding business strategy. Samsung electronics by unique strength in various fields has become one of the best electronics company in the world, at present, samsung's business mainly concentrated in four core business areas, maximum efficiency through exerting all institutions, with the most competitive, samsung electronics has been in the front in the field of digital integration.

Strengths

Samsung has four important strengths：

1, brand advantage. Ranked 25th in the world one hundred big brands, for two consecutive years become the fastest growing brands. Group's flagship company, samsung electronics, businessweek in 2003, IT ranked the third in the top, increasingly become the industry leader, its influence has transcended the traditional many industry giants.

2,technical advantages. Samsung has nearly 20 kinds of products market share among the top of the global business world, reveal a strong strength in the international market. Become the most awarded company for several years. These prove that samsung design capacity has reached a world-class level.

3,strong advertising. Samsung pay attention to product appearance design and fine workmanship, high-end products in fashion. Also listed on the new product marketing, pay attention to highlight the business of product function and maintain the high-end image of the brand.

4, strategic advantage. Samsung products industry chain cooperation advantage prominent, and is close to the operators, product marketing channel widely, pay attention to publicity and good brand image. In addition, the sense of smell, can prompt grasp the market trends. Diversified development model, the combination of talents strategy.

Weaknesses

To enter the smartphone market for many years, but still in some problems：

1, the market localization is not accurate samsung product positioning coverage is high, the low-end market, the price also is far from low to high, not focused on the single market, although products rich, wide customer groups, but also can make customer doubt the quality of the product

Though started late, samsung electronics has been rapid development in recent years, but the pressure from old electronics operators such as SONY still ten points.

3, product cost performance is not outstanding samsung products involve huge market, but due to the level of product differentiation is not very big, so lead to product cost performance is not outstanding.

4, lack of innovation samsung mobile smart phones, especially the low proportion of Android products, Bada system product users about lack of contribution. Samsung didn't grasp the creators in their system.

Opportunities

Samsung can take advantage of two major market opportunities：

1, good 3 g market environment of China 3 g market environment has become increasingly steadily, hold phone number increasing operators. Samsung mobile phones have good development space.

2, high-end income earners, the rise of the high-end crowd income increasing, make people more

and more attention to the quality of the mobile phone, brand and function, the samsung now occupies an important position in the high end market.

3, samsung companies have a value has been emphasized the "Olympics" with samsung, and samsung since 1988 Olympic Games has been a steady to carry out a series of activities related to the Olympic Games, to improve enterprise propaganda.

Threats

We face three main threats at the introduction of the Samsung Galaxy S4：

1, the high-end market competitors powerful threat to apple, HTC, SONY Ericsson mobile phone production enterprises such as time research and development of new products to market, samsung technology patents, is easy to be a strong competitor.

2 and 3 g market to broaden, driving the price down China's digital mobile phone market changes with each passing day, the market every day there are a large number of new entrants, this time cause a downturn of the overall price of electronic products.

3, politics, population, environment and so on the change of the domestic political instability, is a lot of enterprise development. The main competitive strategy analysis

Samsung now constantly stressed the enterprise differentiation strategy and focus strategy to brand strategy as the core, to implement the quality strategy, service strategy, management strategy, broaden the strategy, marketing strategy, diversified expansion, and its strategy of shock fish. Mainly focus on high-end electronic products in the market to emphasize its brand value.

Samsung’s Strengths,Weakness,Opportunities,and Threats

Objectives and issues

We have set aggressive objective for the first and second years of market directory.

First-year objects

Samsung s4 launched for the first time in the major national sales plan,sales target 50 million.

Second-year objectives

Samsung s4 will be sale in succession in 155 countries,established sales for 100 million. Issues

in regard to the our major issue is the ability to establish a high reputation brand,we must invest more fund in marketing to creat a memorable and distinctive brand image projection.innovation quality and value.we also must measure awareness and response,we can sdjust our marketing plan and efforts as necessary.

Marketing strategy

Samsung s4 market is mainly in the face of the high side,so,it must pay enough attention to this market our primary consumer target is middle and upper-income people who need fashion and utility.our secondary consumer target is high school,college,and graduate students who want a multi-media,device and so on,we are also targeting enterpreeneurs and small business owner as well as medical users,who want to update or access patient’s media records while reducting paperwork we will be working towards these goals.

Positioning

We are positioning in a middle and upper-end market,we will try to meet the personal and commercial purpose,our marketing will focus on several important functions of multiple communication,entertainment,and information capabilities.

Product strategy

In general,Samsung s4 in appearance of ascension is very obvious,fuselage front panel design is very beautiful,building Samsung brand is a integral part of our product strategy,the brand logo will be displayed on the product and packing,for the first time to fit can make people feel obvious sense of premium and class.

Pricing strategy

Samsung s4 will be introduced at $745 wholesale,a small part of Samsung s4 is $636.we expect to lower the price of the model when we expend the product line by launching the Samsung s4,this price relatively is more suitable for consumer because Samsung mobile phone price is really pared with others competitor,formulate a sui table price.

Distribution strategy

Product of Samsung will be distributed through a network of relatives in the top 50 world market,among the most important channel partners being contacted and Samsung stores marketing Samsung smarkphones through well-known stores and online relatives,we will add channel partners until we have coverage in all major china market,we will also investigate distribution through.ceell-phone outlets maintained by major carriers,in support of our channel partners,Samsung will provide demonstration products and displays featuring the product,so on finally.we plan to arrange special sales model to retailers free to sell.

Marketing communication strategy

Samsung tried many promotion methods,using the pull marketing strategy,through advertising and strong promotion product lauched to the consumer market.choosing spokesperson star-as a public figure.thier words and action affect the public extremely.they will lead the consumer consumption actively.these important marketing tools for Samsung is different.

Marketing research

According to research,we indentified the specific features and benefits that our target market segments value.the research included the test,surveys and so on.we also focus on groups and cooperation.it can help us develop the Samsung s4,we usually measure and analyze customers’ attitudes toward.products and competitors.brand awareness research will help us get the effecticeness and efficiency of our imformations and advertisement media.finally,we will use customer satisfaction studies to analyze market reaction,through this study,we will get a consumer’s purchase of consumer psychology,and then,we will contribute to fesible marketing research.

Marketing organization

Samsung’s chief marketing officer,zhang yuanji .he has an important responsibility for all the samsung’s marketing activities,every marketing group has the eight persons,we want to establish that performance is not only the chief officers’s attention ,but also persons of group consciously care about everyone.through projects,mobilze enterprise team.to achieve the goal of the enterprise we will develop staff experitise,improve the quanlity of the team as a whole.make the enterprise quickly adapt to market competition needs.

Action programs

The galaxy s4 will be introduced in june,then we will publish during the next few months all over the world,next year,we will achieve our stated goals.

January.we will lauch a $500,000 trade sales promotion campaigh and generate channel support for the product launch in june. The campaigh will show how many functions the galaxy s4’s features,personel at major advantages.

March.we will hold a trade sales contest offering prizes for the sales person and retail.we will add consumer sales promotions such as a contest in which consumer post advertisements to our website.we will also distribute new point of purchase displays to a new national advertising.

June.we plan to roll out a new national advertising.campaigh this month.according to the radio ads,we will feature celebraty voices.instruting their Samsung s4 smartphones to perform functions.we will also exhibit at the semiannual electronic trade show and provide channel partners with new competitive comparison. Finally we will analyze the results of customer satisfaction surverys for use in the future promotion and to provide feedback for product and marketing activities.

Budgets

First year sales revenue for the Samsung s4 is projected at $100 million .with an average wholesale price of $220 perumit and variable cost of $115 per unit for a unit sales volume of $1500000.weanticipate a first year loss of up to $15 million .on the Samsung s4 model.we will indicate that the galaxy s4 will become profitable after the sales volum exceeds 805000.early in

the products second year .our break-even analysis of galaxy s4 smarketphone product assumes per-unit wholesale revenue of $220 per unit.variable cost of $115 per unit,and estimated first year fixed costs of 40000000 the break-even calculation is.

4000000/$220-$115=380952 unit

Controls

We are planning tight control measures to closely monitor quanlity and customer service satifaction. This measure will enable us to react very quickly in correcting any probilems that many happen.we first consider the galaxy’s pricing decision from a cost perspective.then we consider consumer value.early warning signals that will be monitored for signs of deviation from the market’s volality.we are developing continous plan to locate fast-moving environmental changes suah as new technology and new competition.

Marketing plan tools

Through the understanding of the above.we will perform the feasible marketing plan.

The marketing plan handbook explains the process of creating amarketing plan.assistance in execution of the company’s sales promotion and other promotional activilities.assist and cooperate with the company in the local market work.

Marketing plan pro provides a safe system plat form.including the firm’s marketing plan information.guidance. to build an enterprise internal interaction platform.exteral information feedback in time.through the inverstigation.analysis and planning,enable enterprises to continuously meet the needs of society.

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