Sample marketing plan for samsug.docx

1、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 samsung32. Current Marketing Situation33. Market Descripition 34. Product Review45. Competitive Review56. Channels and Logistics Review67. Strengths,weakness,opportunities,and threat Analysis78. O

2、bjectives and issues 99. Marketing strategy 1010. Positioning1011. Product strategy1012. Pricing strategy1013. Distribution strategy1014. Marketing communication strategy1015. Marketing research1116. Marketing organization1117. Action programs1118. Budgets1119. Controls1220. Marketing plan tools12Sa

3、mple marketing plan for samsungThis section will take you know the sample marketing plan for samsung,An innovative company.The companys 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

4、 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 SummarySamsug is trying to develop a new production,smartphone,the Samsung Galaxy

5、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 br

6、and value. This research goal is to drive high growth companies such as apple, HTC, strive for the companys 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 years revenues is 1.5 times of last yea

7、r.and 2 times in the next year.Current Marketing Situation Samsung, the worlds 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.

8、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.Samsungs rival is clear, for example Apple,H

9、TC,Motorola,LG,Lenovo and so on. Since 2009,Motorola will concentrate on the android system. And continuous highlight many android phones, remarkable achievements.User attention improve significantly.The threat of Motorola to samsung is more and more big.Similarly, HTC also cannot be ignored. HTC us

10、ers 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 mediu

11、m 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 capture

12、d a large market share, is a big shock for samsung.Therefore, samsung has a long way to go.Market DescripitionIn 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

13、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 apples samsung smartphone situation is not optimistic, scraped the first three.Currently, samsung smartphone market

14、competitors: apple, HTC, Motorola, Lenovo and so on, in 2008, samsung global market share to surpass the Motorola as the worlds 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 sam

15、sung also can foresee. HTCs 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

16、 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 li

17、ne, 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 p

18、hone market.Segment Needs and Corresponding Features/Benefits of Samsung Targeted segment customer Need Corresponding Feature/BenefitProfessionals perform lots of functio anywhere android-based operating (constomer market) stay in touch conveniently and system less delay use securely office worker p

19、lay 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

20、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 fr

21、ee ,wireless information recording reduces paperwork and increases productivity Product ReviewOur present product the samsung galaxy s4,offers the following standard features with a android Os.The home screen resolution: 1920 x1080 pixelsPattern: GSM, WCDMA, international dual template support FDD -

22、 LTE, TDD LTESupport band: 2 G: GSM / 1800/1900 850/900, 3 G, WCDMA / 1900/2100 850/900 MHZOperating system: the Android OS 4.2The RAM and ROM capacity of 2GBand 16GB respectivelyInput method: input method in Chinese, English input method, the third party input methodGPS navigation: built-in GPS, su

23、pport A - GPS, GlonassFront-facing camera pixels: 2 million pixelsThe rear camera pixels: 13 million pixelsVideo playback: supports MP4 / DivX/XviD/WMV/h. 264 / h. 263 format, etcAudio playback: MP3 WAV/eAAC + / AC3 / FLAC formatGame: built-in games, support for downloadSocial applications: support

24、QQ, MSN, fetion, Social Hub (circle), reading, gaming, etcWLAN function: WIFI, IEEE 802.11 a/n/b/g/acData interface: HDMI, Micro USB v2.0, TV - OUTE-mail: supports IMAP4, POP3, Exchange, GMail, etcOffice tools: TXT, Quick Office, Adobe PDFOther features: infrared function, suspended preview, pedomet

25、er, temperature sensor, humidity sensor, the S - Voice Drive, GroupCompetitive ReviewIn 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 M

26、arch 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 apples samsung smartphone situation is not optimistic, scraped the first three. With android, MOTOROLA the rapid growth of user attention and

27、 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,Todays hottest an apple mobile phone, catered to the people of

28、 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 brow

29、sing 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,

30、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 acc

31、ess.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 worlds first use of 28 nm quad core 1.5 GHz processor high-end smartphones, has