Sample marketing plan for samsugWord文档下载推荐.docx
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Sample marketing plan for samsugWord文档下载推荐.docx
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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
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
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