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Executive Summary
Samsung Electronics Company is one of the largest manufacturer and distributor of consumer electronics, home appliances, communication products and semiconductors products in the world. They wish to expand their dominance into the tablet market through its latest product Galaxy Tab 10.2. By the end of 2020, it is predicted that 10 billion mobile internet devices will be in use, up from current use of 2 billion (Morgan Stanley, 2011). Samsung’s entrance into this tablet market seems to be a very well calculated move, as the expected growth amongst this section is expected to be largest amongst computing devices, as illustrated in Exibit I. Furthermore, MorganStanley Research places Samsung in the top five companises across the globe to take advantage of such increase in computing devices, as a pioneer in processors, memory based storage (NAND) and other component supplier to other leading tablet makers (Morgan Stanley, 2011).
Exibit1: Tablet Growth Market and Strategy
Exibit1: Tablet Growth Market and Strategy
This report will analyse the current marketing strategy implemented by Samsung Electronics in marketing their latest tablet Samsung Galaxy 10.2. Furthermore, the report will discuss the current product strategy, followed by promotion and pricing strategy respectively for this tablet. Finally it will provide conclusions and recommendations based on the findings from the previous sections.
Table of Contents Marketing Strategies: Samsung Galaxy Tab 10.2 i Executive Summary ii 1.0 Introduction 1 2.0 Product and target market Description 2 2.1 Product Description 2 2.2 Market Description 2 2.2.1 Demographic Base 2 2.2.2 Psychographic base: 2 2.2.3 Benefit base: 3 2.2.4 Growth Prospectus: 3 3.0 Product Strategy 5 4.0 Promotion Strategy 7 5.0 Pricing Strategy 9 6.0 Marketing mix strategies 11 7.0 Conclusion 13 8.0 Recommendations 14 References 15 Appendix 1 Galaxy Tab and
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Executive Summary
Samsung Electronics Company is one of the largest manufacturer and distributor of consumer electronics, home appliances, communication products and semiconductors products in the world. They wish to expand their dominance into the tablet market through its latest product Galaxy Tab 10.2. By the end of 2020, it is predicted that 10 billion mobile internet devices will be in use, up from current use of 2 billion (Morgan Stanley, 2011). Samsung’s entrance into this tablet market seems to be a very well calculated move, as the expected growth amongst this section is expected to be largest amongst computing devices, as illustrated in Exibit I. Furthermore, MorganStanley Research places Samsung in the top five companises across the globe to take advantage of such increase in computing devices, as a pioneer in processors, memory based storage (NAND) and other component supplier to other leading tablet makers (Morgan Stanley, 2011).
Exibit1: Tablet Growth Market and Strategy
Exibit1: Tablet Growth Market and Strategy
This report will analyse the current marketing strategy implemented by Samsung Electronics in marketing their latest tablet Samsung Galaxy 10.2. Furthermore, the report will discuss the current product strategy, followed by promotion and pricing strategy respectively for this tablet. Finally it will provide conclusions and recommendations based on the findings from the previous sections.
Table of Contents Marketing Strategies: Samsung Galaxy Tab 10.2 i Executive Summary ii 1.0 Introduction 1 2.0 Product and target market Description 2 2.1 Product Description 2 2.2 Market Description 2 2.2.1 Demographic Base 2 2.2.2 Psychographic base: 2 2.2.3 Benefit base: 3 2.2.4 Growth Prospectus: 3 3.0 Product Strategy 5 4.0 Promotion Strategy 7 5.0 Pricing Strategy 9 6.0 Marketing mix strategies 11 7.0 Conclusion 13 8.0 Recommendations 14 References 15 Appendix 1 Galaxy Tab and
References: Yun, YC & Kim, K. 2005, Processing of internet advertising: The roles of cognitive and emotional responses, Journal of Interactive Marketing, vol.19, edn 4, pp.18-34. Appendix 1 Galaxy Tab and Tab 2 10.2 vs iPad 2 and iPad 3