Sample marketing plan for samsug.docx

Sample marketing plan for samsug.docx

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Samplemarketingplanforsamsug

三星GALAXYS4的调研报告

班级：

11营Y2

姓名：

张子军

学号：

11124737

目录

1.Samplemarketingplanforsamsung………………………………3

2.CurrentMarketingSituation………………………………………3

3.MarketDescripition………………………………………………3

4.ProductReview……………………………………………………4

5.CompetitiveReview…………………………………………………5

6.ChannelsandLogisticsReview……………………………………6

7.Strengths,weakness,opportunities,andthreatAnalysis…………7

8.Objectivesandissues……………………………………………9

9.Marketingstrategy………………………………………………10

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

11.Productstrategy……………………………………………………10

12.Pricingstrategy……………………………………………………10

13.Distributionstrategy………………………………………………10

14.Marketingcommunicationstrategy………………………………10

15.Marketingresearch………………………………………………11

16.Marketingorganization……………………………………………11

17.Actionprograms…………………………………………………11

18.Budgets……………………………………………………………11

19.Controls……………………………………………………………12

20.Marketingplantools………………………………………………12

Samplemarketingplanforsamsung

Thissectionwilltakeyouknowthesamplemarketingplanforsamsung,Aninnovativecompany.Thecompany’sfirstproductisthe64KDRAM（DynamicRandomAccessMemory）,aVLSIchip,Basedonthesemiconductortechnology.andcomingoutofsamsunggalaxys4,samsungwillbecompetingwithLG,Apple,sonic,researchinstatusofdevelopment,panasonic,andotherwell-developedrivalsinpublic,Innovation,incentive,andCombinationoftheteammakesuccess,soItisthesamsungtoday.

ExectiveSummary

Samsugistryingtodevelopanewproduction,smartphone,theSamsungGalaxyS4,inahigh-endmarket,Howtoletmorepeopleknowaboutthesamsunggalaxys4,Itisasuitableformobilephone.ourproductwillshowdifferentfeelingforcustomers,tomakethemproducethepurchasedesires.Wewanttoletthecustomerknowadvantagesandcharacteristicsofsamsung,enlargethebrandvalue.

Thisresearchgoalistodrivehighgrowthcompaniessuchasapple,HTC,striveforthecompany'ssalesbreakthrough.Ourforecastisissuedonthedayoftheworldthereare2millioncustomerstobuy.Expectfull-yearrevenueby$80million,keeptheyear’srevenuesis1.5timesoflastyear.and2timesinthenextyear.

CurrentMarketingSituation

Samsung,theworld'ssecondlargestmobilephonemanufacture.Brandawareness,brandloyalty,usergoodwordofmouth.Inrecentyears,samsungstudysmartphonetechnology,andachievedgratifyingresults.Productdevelopmentanddesignability.Industrychaincooperationadvantageprominent.Closelyassociatedwithoperators.Productmarketingchannelwidely.Payattentiontopublicity,goodbrandimage,samsugcantimelygraspthemarkettrends.

Ofcourse,thesmartphonemarketisverycompetitive.Samsung'srivalisclear,forexampleApple,HTC,Motorola,LG,Lenovoandsoon.Since2009,Motorolawillconcentrateontheandroidsystem.Andcontinuoushighlightmanyandroidphones,remarkableachievements.Userattentionimprovesignificantly.ThethreatofMotorolatosamsungismoreandmorebig.Similarly,HTCalsocannotbeignored.HTCuserscontinuetorise.Accordingtodata.HTCsoldinsmartphoneswithatotalof28inFebruary,2011Pricesin2000-3000yuandesignhas13,thesamsungonlyParagraph6.Applemobilephoneproductstakeshigh-end,fashionablecourse,thishasagreatsimilaritywithsamsung,socomparedwithmediumandlow-endmarket,samsunginthehigh-endmarketimpactismoresevere.Thoughsamsungproductquantityismuchhigherthantheapple,buttheuserattentionandbrandcompetitiveness,apparentlybyapple.Andofcoursethesmartphonemarketnewmimobilephone,isdevelopingrapidly,hascapturedalargemarketshare,isabigshockforsamsung.Therefore,samsunghasalongwaytogo.

MarketDescripition

Inspiteofthewholemobilephonemarket,samsunghasthenumberofobviousadvantages,butfromthepointofsingleproductawareness,samsungsingleproductcompetitivenessisrelativelyweak,datashowthatinMarchof2011,Chinamobilephonemarket,samsungsingleproductconcernedatarateof0.05%,inthetopfivemostpopularbrandincr.Farbelowthe0.31%ofapple'ssamsungsmartphonesituationisnotoptimistic,scrapedthefirstthree.

Currently,samsungsmartphonemarketcompetitors:

apple,HTC,Motorola,Lenovoandsoon,in2008,samsungglobalmarketsharetosurpasstheMotorolaastheworld'ssecondlargestmobilephonemanufacturers,whenwithMotorolatofocusontheandroidsystem,continuouslaunchsmartphones,marketreactionisverygood.Thethreattosamsungalsocanforesee.HTC'sattentionalsoconstantlyimprove,in2011,HTCputsforwardmanysmartphones,performance-to-priceratioishigh,isbeyondtheexpectationofpeople,andthepriceataround$2000-3000,cateredtothelowincome,marketsharerapidlyimprove,thusenteredthesmartphonebigthree.Mimobilephonebecauseofitsproductupdatesfast,cost-effective,wonwidespreadpraiseofconsumers.Notonlyintheoverallnumberwillcatchupwithsamsung,andsamsunghavebeenproudofinthehigh-endmarketwillalsobetiedwithmi.Applenotverbosity,takinghighfashionline,inthehigh-endmarkethugeimpactontheformationofsamsung,samsungwantstogetashareofthehigh-endmarket,muststrengthenresearchanddevelopment,productinnovation,qualityandservice.Inthiswaycanthesamsunginanimpregnablepositioninthefiercecompetitioninthemobilephonemarket.

SegmentNeedsandCorrespondingFeatures/BenefitsofSamsung

TargetedsegmentcustomerNeedCorrespondingFeature/Benefit

Professionalsperformlotsoffunctioanywhereandroid-basedoperating

（constomermarket）stayintouchconvenientlyandsystemlessdelay

usesecurely

officeworkerplaygamesandgettouchfastinformationfilesforchecking

（consumermarket）organizeandaccesscontactsappointmentsanddata.connecting

withcontacts

Studentsenjoymanyfunctionsconvenientfunctions,cost-effective

（consumermarket）expressstyleandindividualscommunicationandentertainment

Corporateusersobtainfastdirectionstobusinessbuilt-inGPSallowsvoice-activated

（bussinessmarket）meetingssecurityandaccuracyaccesstodirectionsandmaps

Medicalusersinnovativetechnology,convenientremovablememorycardandhands-

（bussinessmarket）operation,safeandcomfortablefree,wirelessinformationrecordingreducespaperworkandincreases

productivity

ProductReview

Ourpresentproductthesamsunggalaxys4,offersthefollowingstandardfeatureswithaandroidOs.

Thehomescreenresolution:

1920x1080pixels

Pattern:

GSM,WCDMA,internationaldualtemplatesupportFDD-LTE,TDDLTE

Supportband:

2G:

GSM/1800/1900850/900,3G,WCDMA/1900/2100850/900MHZ

Operatingsystem:

theAndroidOS4.2

TheRAMandROMcapacityof2GBand16GBrespectively

Inputmethod:

inputmethodinChinese,Englishinputmethod,thethirdpartyinputmethod

GPSnavigation:

built-inGPS,supportA-GPS,Glonass

Front-facingcamerapixels:

2millionpixels

Therearcamerapixels:

13millionpixels

Videoplayback:

supportsMP4/DivX/XviD/WMV/h.264/h.263format,etc

Audioplayback:

MP3WAV/eAAC+/AC3/FLACformat

Game:

built-ingames,supportfordownload

Socialapplications:

supportQQ,MSN,fetion,SocialHub（circle）,reading,gaming,etc

WLANfunction:

WIFI,IEEE802.11a/n/b/g/ac

Datainterface:

HDMI,MicroUSBv2.0,TV-OUT

E-mail:

supportsIMAP4,POP3,Exchange,GMail,etc

Officetools:

TXT,QuickOffice,AdobePDF

Otherfeatures:

infraredfunction,suspendedpreview,pedometer,temperaturesensor,humiditysensor,theS-VoiceDrive,Group

CompetitiveReview

Inspiteofthewholemobilephonemarket,samsunghasthenumberofobviousadvantages,butfromthepointofsingleproductawareness,samsungsingleproductcompetitivenessisrelativelyweak,datashowthatinMarchof2011,Chinamobilephonemarket,samsungsingleproductconcernedatarateof0.05%,inthetopfivemostpopularbrandincr.Farbelowthe0.31%ofapple'ssamsungsmartphonesituationisnotoptimistic,scrapedthefirstthree.Withandroid,MOTOROLAtherapidgrowthofuserattentionandmarketsharetosamsungbringsthemostdirectthreat,appleiphoneseriesofhigh-endmarketbecomesthemaincompetitorsofsamsungsphoneproducts,HTCandotherITcompaniesalsonotsallowtoignoretotheriseofriskfactor.

Apple,Today'shottestanapplemobilephone,cateredtothepeopleofthepursuitoffashionandhigh-end.Establishedin2007byStevejobsunveiledonMacworld,heldonJanuary9,2007intheUnitedStatesonJune29.TheiPhoneisaGSMmobilephones,4bandsupportEDGEand802.11b/gwirelessInternetaccess,supportemails,mobilecalls,textmessages,webbrowsingandotherwirelesscommunicationservice.OnJune29,2007,18:

00iPhone（namelyiphone1generation）listedintheUnitedStates,July11,2008,applelaunchedtheiPhone3g.At1amonJune8,2010jobsintroducedtheiPhone4.OnOctober5,2011inthemorning,theiPhone4s.September13,2012inthemorning（Americantime）onSeptember12thmorningiPhone5release.OnSeptember11,2013earlymorning（Americantime）inthemorningonSeptember10,thedoublecoreiPhone5s,theiPhone5c.populariphone5shasa5inchcolorscreenandiswell-equippedformusic,video,andwebaccess.ApplewillfromJune2013tolaunchaniPhoneintheUnitedStatesscrappagescheme,designedtoallowmoreoftheoldtypeuserstoupgradetotheiPhone5,andreturnedtotheoldtype.

Mi,Miisarecentlydevelopedtwoorthreeyearssmartphonemanufacturers,buthasastronginnovationandresearchanddevelopmentcapabilities.Micompanyrecentlyreleased2meters,mimobilephone2istheworld'sfirstuseof28nmquadcore1.5GHzprocessorhigh-endsmartphones,has