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MARKETING MANAGEMENT
SBS MBA/MSc
Assignment – Dubai 2020-Batch 2
Marketing Management Assignment Structure –
Marketing Strategy (Brand)
For your brand of choice please prepare a
marketing strategy on the below guidelines. This should clearly reflect the
marketing mix – product, place, price, promotion and packaging as discussed in
the class. The learnings on Brand Equity
in the class should be the emphasis of the assignment.
Please note the brand should have linkage in
the UAE – must be an existing brand or a brand that intends to be introduced in
the UAE.
1. Executive Summary – summarizing points 2-8.
2. Brand Overview – describe the current status
of the brand with a brief historical background. Also define the brand’s
current state on the Product Life Cycle.
3. Competition Overview – Define competition
4. Target Market – Define who is being targeted
5. Segmentation – Demographic, Behavior,
Psychographic
6. SWOT – on brand or industry
7. Market Research if any carried out – if no
research carried out then suggest a need if any
7.1 Product – BCG matrix. Also include packaging
plans if any.
7.2 Place – Choice of retail strategy
7.3 Price – penetrative or skimming or
competitive
7.4 Promotion – pull or push strategy
including choice of medium – digital or traditional
8. Conclusions and Recommendations – suggestions
for change in current practices if any to make it more effective should be
discussed.
9. Appendix – Any other information you may
provide.
Calibri font,
size 11, one-inch margin all four sides, single spacing, MS Word. 10-12 pages.
Executive Summary
This Mini Project is about a study on the product life cycle of
Samsung Galaxy in India and the marketing strategy it has used for its smart
devices in the Smartphone market. The project will look into products
introduced within the last two years, its mission and goals and some of the key
challenges it faces today.
Brand Overview
Samsung started as Samsung General Stores in 1938 in the Northern
Province of Kyungsang in South Korea. Till the early 1970s, it was involved in
businesses ranging from commodities, wool, and insurance to fertilizer
manufacturing and broadcasting. Samsung was better known for producing cheap
copies of Japanese electronic goods.
From the beginning,
Samsung had to fight
Product Life Cycle (PLC) of Samsung
Smart Phone
Stages
|
Time Duration
|
|
|
Introduction
|
2001-2006
|
Growth
|
2006-2011
|
Maturity
|
2011-
till now
|
Competition Overview of SAMSUNG
For the past five
decades, Sony was the undisputed brand leader in the consumer electronics
industry worldwide before a period of rapid decline, which it is yet to exit.
When Samsung began its branding journey, one of its initial goals was to
emulate Sony. Being a competitive industry, Samsung had to capture customers’
attention by inventing innovative products, as Sony did with its Walkman and
the PlayStation when it launched in 1994. With standardized products and
relatively short product life cycles in the consumer electronics industry,
Samsung Electronics wanted to put its innovation into building new features,
creating new appliance categories and usage. Samsung understood early that
successful and profitable
COMPITITION
ANALYSIS
An increasingly crowded smartphone
market also wreaked havoc on the company‘s profits, said analysts. The South
Korean company faces stiff competition from Apple on the high-end of the
smartphone market thanks to the iPhone 6 and 6 Plus, while simultaneously
facing pressure on the lower-end from makers Xiaomi and Huawei in China.
Target
Market of SAMSUNG
Samsung’s targets a very wide range of consumers ranging from
normal day to day usage devices to industrial standard equipment. The usual
target age group of customers range from the 20s to 50s or even older, as long
as the person has the ability to purchase and use the products that Samsung has
to offer in the market.
Teenagers to early adults (age
SEGMENTATION :
SAMSUNG
Samsung
Electronics (Mobile Division) operates in one of the most competitive markets
of the world. According to the US Federal Communication Commission 67 new
Smartphone devices are introduced every year. Samsung traditionally had a
conservative image that focused on low-price products for the lower end of the
market. With low prices it was able to compete in the lower-market whereas in
the upper market it had lesser
SWOT Analysis of SAMSUNG:
Strengths
§
Samsung
is the world’s most successful electronics manufacturer. It is the world’s
largest manufacturer of television sets, liquid crystal display (LCD) panels,
mobile phones and smartphones.
§
Samsung
is the world’s number one marketer of mobile phones with 21.4% of the world’s
largest market share in the second quarter of 2015. Apple is number two with
13.9%[2]
§ Samsung has impressive research and design
capabilities. It was able to create and roll out Samsung Pay, a payment app with similar
§
MARKETING MIX : SAMSUNG
In order to find out which strategy
Samsung used to achieve its leading position in the smartphone market, I will
take a look at its marketing mix. The marketing mix will point out the
strategic choices of the company. Marketing mix is referred to blend of
product, pricing, promotion distribution strategies made to produce a mutual
satisfying exchange with the target market (Hutchison, 2009). The marketing mix
is a synonym of 4ps, which is made of the four relevant components of all
product strategy. These are Product, Promotion, Price and Place. They hold the
opportunity for the company to differentiate. (Borden, 1964). The four ―P‖s of
product, price, promotion and place constitute the offer that an organization
off
Challenges faced by the smartphone
SAMSUNG:
Smartphones have issues besides those
affecting other mobile telephones.
Battery
life
A
high-capacity portable battery charger
Conclusions
and Recommendations :
Conclusion: Strategies for Samsung to remain competitive
Samsung has four
critical areas in its branding strategy that it needs to address to remain
competitive in the future:
- Strengthen
its value brands in the categories they compete in
- Maintain
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professionals
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