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Samsung Marketing Report. I. Positioning Statement Samsung embodies style
and technology for the young professional, with its cutting ...
... one of its suppliers: • Samsung (Video processing ... the World’s Best Marketing Machine”
Market ... Special Report, Mintel, December 2004 • Telecoms Retailing ...
... Samsung Smart Fridge Marketing Plan Prepared by ... Development Strategy Pricing Strategy
Marketing Strategy Public ... 23 Executive Summary This BBM report is written ...
... to its marketing/sales force to report any potential ... Internal Marketing and consumer
advocacy: To buildup a global brand, everyone inside Samsung has to ...
... Leading mobile phone companies such as Samsung, LG Electronics ... and tried to use its
new marketing strategy for ... This report first of all will start from over ...
Submitted by rexdfllex on March 7, 2008
Category: Business
Words: 7030 | Pages: 29
Views: 659
Popularity Rank: 11,322
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I. Positioning Statement
Samsung embodies style and technology for the young professional, with its cutting edge design and superior connectivity features.
Samsung’s positioning statement is one that asserts its differentiation vis-à-vis other mobile phone providers. In the local market where myriad choices abound, Samsung’s sleek exterior design, accompanied by its selection of soft and hard features, render it an optimal purchase for the young, technologically updated professional.
II. SWOT based on primary and secondary research
Strengths
Strong global presence
Diversified product line
Technology
Design Weaknesses
Customer perception of weak product attributes like Durability
Camera / Video quality, User friendliness
Voice clarity, Value for money
Incompatibility with different software platforms
Opportunities
Increasing mobile market
High % of Younger population
Strong customer demand for innovative products & value-added features
Low Landline penetration Threats
Increasing competition
Decreasing product margins
III. Prioritized Segments
Based on the output of our UAI and our research, we have deduced that the features which distinguish Samsung from its competitors are primarily appreciated by young urban professionals. This segment, consisting of emerging and experienced members of the working force, are versed in new technology as they are constantly updated by colleagues and possess aspirations towards advancing in their careers. They have been identified as the primary target market because of their higher levels of disposable income as opposed to students who subsist on allowance.
Samsung’s secondary market falls...
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