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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.
- Executive Summary – summarizing points 2-8.
- 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.
- Competition Overview – Define competition
- Target Market – Define who is being targeted
- Segmentation – Demographic, Behavior, Psychographic
- SWOT – on brand or industry
- Market Research if any carried out – if no research carried out then suggest a need if any
- 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
- Conclusions and Recommendations – suggestions for change in current practices if any to make it more effective should be discussed.
- 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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