Samsung's Marketing Plan
Title: Marketing Plan
Company Background
Samsung
Samsung was founded in 1938 in Taegu, Korea which they started off as a small export business before expending into other industries such as, media, ship building and electronics. When the 1997 financial crisis hit nearly all the Korean business, Samsung was able to continue growing thanks to its leadership in digital and network technologies and its concentration on electronics. Till today, Samsung has evolved into a modern global cooperation from its humble beginnings.
Executive Summary
Samsung is preparing to lunch its new mobile device which is called Samsung EXEC One, a premium device with a premium build quality and a fluid software with advance features such as voice activated command to be known as their latest premium flagship device. The target market is the consumer and business market by taking advantage of an unfulfilled demand for a premium build device with the latest in software and features.
The primary market objective is to achieve 500,000 sales units by the end of the first year. The primary financial objective is to achieve a sales revenue of $100 million.
Current Marketing Situation The smartphone market is currently in a matured stage, there is a surplus in the variety of smartphones to choose from in the market as there are multiple variations in each of the phones to suit either personal or professional use. The year 2012 is the point in time which the smartphone industry is deemed to have matured as in that year alone, smartphone with touchscreen capabilities flooded the market originating from varies OEM (original equipment manufacturer) and the market share battle was mainly fought around two major operation systems which are Apple Inc.’s iOS and Google’s Android. These two operation system makes up 95.2% of the total market share of smartphones with Apple Inc.’s iOS leading the charge with 53.3% and Google’s Android not far behind with 41.9%. This is
Company Background
Samsung
Samsung was founded in 1938 in Taegu, Korea which they started off as a small export business before expending into other industries such as, media, ship building and electronics. When the 1997 financial crisis hit nearly all the Korean business, Samsung was able to continue growing thanks to its leadership in digital and network technologies and its concentration on electronics. Till today, Samsung has evolved into a modern global cooperation from its humble beginnings.
Executive Summary
Samsung is preparing to lunch its new mobile device which is called Samsung EXEC One, a premium device with a premium build quality and a fluid software with advance features such as voice activated command to be known as their latest premium flagship device. The target market is the consumer and business market by taking advantage of an unfulfilled demand for a premium build device with the latest in software and features.
The primary market objective is to achieve 500,000 sales units by the end of the first year. The primary financial objective is to achieve a sales revenue of $100 million.
Current Marketing Situation The smartphone market is currently in a matured stage, there is a surplus in the variety of smartphones to choose from in the market as there are multiple variations in each of the phones to suit either personal or professional use. The year 2012 is the point in time which the smartphone industry is deemed to have matured as in that year alone, smartphone with touchscreen capabilities flooded the market originating from varies OEM (original equipment manufacturer) and the market share battle was mainly fought around two major operation systems which are Apple Inc.’s iOS and Google’s Android. These two operation system makes up 95.2% of the total market share of smartphones with Apple Inc.’s iOS leading the charge with 53.3% and Google’s Android not far behind with 41.9%. This is
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