Marketing Plan for Samsung 146-Inch Micro LED TV

This report provides a detailed marketing plan for Samsung 146-Inch Micro LED TV, including environmental analysis, STP analysis, and marketing objectives of the business. The report includes a viability analysis of the product, PESTLE analysis, Porter Five force framework, segmentation, targeting, and positioning analysis, and marketing objectives. The report concludes that the innovative product will help Samsung increase its brand image and sales by 10-20%.

Running head: MARKETING PLAN
Marketing Plan
January 29
2019

MARKETING PLAN 1
Table of Contents
Introduction................................................................................................................................2
Overview of Samsung............................................................................................................2
Viability Analysis of Samsung 146-Inch Micro LED TV.....................................................3
Concept Proposition...........................................................................................................3
PESTLE Analysis...............................................................................................................4
Porter Five force framework..............................................................................................6
Segmentation, Targeting, and Positioning Analysis..............................................................8
Marketing objectives............................................................................................................10
Consolidation of variability analysis................................................................................10
Conclusion................................................................................................................................11
References................................................................................................................................12

MARKETING PLAN 2
Introduction
The intent of this report is to provide a detailed marketing plan of Samsung 146 Inch Micro
LED TV, which is introduced by the Samsung Company in its target market. The report will
be comprised of environmental analysis, STP analysis, and marketing objectives of the
business.
Samsung Electronics is a multinational electronics company of South Korea with headquarter
in Suwon. With complex structure of ownership and circular ownership, it is regarded as the
flagship company of the Samsung chaebol (Vergara, 2012). Samsung has recently introduced
the very first modular Micro LED 146-inch TC at the annual fist look CES event. It is the
latest innovation that reflects how television is developing to provide customers with an
excellent viewing experience, by performing as a centralized linked smart hub to improve
everyday living (Hruska, 2018).
Viability Analysis of Samsung 146-Inch Micro LED TV
Concept Proposition
Samsung 146-Inch Micro LED TV has been known as the innovation of the year 2018, as it is
the first consumer modular Micro LED television with 146 inches. In a CES event, the Micro
LED 146-inch Television is displayed along with other Samsung innovations highlighting the
development of the television market that is providing an unforgettable experience to the
customer. The proposition of Samsung 146 inch Micro LED television is to deliver excellent
visuals and grow to integrate effortlessly into the lives of people. Samsung is dedicated to
offering customers a top screen experiences. Being the initial consumer modular in the world
Micro LED television, ‘The Wall' signifies another revolution. The Wall can be transformed

MARKETING PLAN 3
into different size and offers inconceivable brightness, black levels, and color gamut
(Samsung Newsroom, 2018).
Source [(Samsung Newsroom, 2018)]
The technology of Micro LED featured in The Wall eradicates the requirement of backlights
or color filters, yet lets the screen to provide customers definitive viewing experience. In
addition, this product excels in the effectiveness and durability, comprising brilliant
proficiency, the power consumption, and light source lifetime, giving the high standard for
the screen technology of the future (Reisinger and Westover, 2019).
PESTLE Analysis
Political Factors
In many markets where Samsung operations its businesses has a stable political environment.
However, there are some issues in a few of the international regions like India. In general,

MARKETING PLAN 4
Samsung work in the international markets with compassionate political factors. Presently, it
has experienced heavy political forces in South Korea. The cause of these issues is political
tensions with North Korea (Pestle Analysis, 2015). While introducing 146 inches Micro LED
television in different markets Samsung not just have to consider about the political
instability but it should also worry about the war that would break out in the Korean
Peninsula.
Economic Factors
The decreasing buying power of the customers in numerous markets enforces company to
identify the profitable solution (Pratap, 2018). It has been noticed that Samsung is adjusting
itself with the decreasing disposable income of the customers in developing nations by
expanding its operations in the developing markets. Therefore, it could be said that Samsung
needs to introduce its ‘The Wall” in the developing market in order to have increased
revenue.
Social Factor
Samsung is a family owned multinational of South Korea. In spite of its worldwide image,
the company operates as a Korean company. Due to this, they alter numerous aspects of the
worldwide operations as per the local condition. In general, Samsung had to operate its
activities according to the local values in several nations developing markets. Furthermore,
Samsung had to alter its offering in order to cope up with the fact altering preferences of the
consumer in some of the markets. Samsung works in a market niche inclined by the lifestyle
preference of the customer (Pestle Analysis, 2015).
Technological Factors
Samsung is counted among the leading companies of innovation. It has attained a competitive
advantage in utilizing the power of technology. Through, this they have sustained a mission

MARKETING PLAN 5
to maintain the leading place in the market (Pratap, 2018). By introducing Samsung 146 inch
Micro LED the motive of the company is to remain the leading firm in the innovation and
technological curve will be attained.
Legal Factors
Samsung had experienced numerous types of controversies such as penalties for initiating the
Apple’s iPhone and Apple iPad. This allegation changes the perception of the public from
positive to negative. Besides this, the acceptance of the customers regarding its implemented
policies was also hindered (Pestle Analysis, 2015).
Environmental Factors
While operating in different nations Samsung had to keep wastage or pollution in its mind.
Cleaning waste and treating the environment kindly results in a positive effect on the society
(Management Study Guide, 2019b). These aspects will influence the business, but will not
majorly affect its profit and trade.
Porter Five force framework
The threat of Substitute Products
The threat of substitute services for every category of the product provided by Samsung is
substantial. The visual display business of Samsung is threatened by the indirect substitution
like growing acceptance of foremost active lifestyle and spending time outdoors (Dudovskiy,
2017b).
Competition among existing businesses
Attaining market saturation for numerous categories of products in the industry of consumer
electronics increases the competition because there is very little difference between the range
of services or products provided in the market (Dudovskiy, 2017b). In the smartphone and

MARKETING PLAN 6
television market segment, the crucial categories of services, Samsung competes with a broad
variety of supplies like LG, OPPO, Apple, Lenovo, Micromax, Huawei, etc.
Source [(Dudovskiy, 2017b)]
Supplier Bargaining Power
Samsung has 579 suppliers internationally and its supply chain comprises around 2700
suppliers in numerous industries around the world. Businesses supplying common
components and parts do not have considerable power of bargaining because of the
significance of the order volume of Samsung and its capability to negotiate prices
(Dudovskiy, 2017b). However, one key supplier that is Google practices an immense power
of bargaining as the Android platform supplier because of lack of alternative platforms
accessible to Samsung.
Buyer Bargaining Power
The power of bargaining of the individual consumer can be low, but that of the customers as
a group and corporate buyers is significant (Management Study Guide, 2019a). The
consumers are informed that they have numerous options in the industry for many products.

MARKETING PLAN 7
They can simply choose a brand they want and shop form numerous sources. The switching
cost is very low and due to this, the bargaining power of the customer is high.
The threat of New Entrant
The new entrant threat for Samsung is low, as the industry requires huge investment to create
these types of brands and attract skilled personnel to create the brand with the help of
marketing activities. (Pratap, 2017).
Segmentation, Targeting, and Positioning Analysis
Segmentation, targeting, and positioning strategy of Samsung involve different types of
activities in a in an order. Together these activities create the marketing strategy of Samsung
(Dudovskiy, 2017a).
Segmentation is based on the concept of dividing the population into diverse groups
depending on their similar characteristics. In dividing the market, academics classically
search for common characteristics like common interests, shared needs, similar lifestyles, or
similar demographics profiles (Dolnicar, Grün, and Leisch, 2018). Eventually, the aim of the
segmentation strategy is to recognize high yield segments that are most profitable or that have
a potential of growth such that these could be chosen for the special attention. Samsung has a
wide segment of the target market that is aimed by the company through its marketing
strategies. Segmentation of the Samsung market is done based on four criteria:
Demographic Segmentation – Demographic Segmentation is the simplest types of
segmentation used by businesses. Many companies make use of this type of segmentation to
target the right population that could use their product. Segmentation normally divides the
population depending on the variables such as age, income, family size, religion, gender,
nationality, and race. Here, Samsung has segmented its market based on gender, occupation,
and life cycle stage.

MARKETING PLAN 8
Geographic Segmentation – Geographic segmentation is comprised of dividing the people
based on the geography. The potential market of the company has diverse requirements
depending on their geography (Williams, 2010). The variables based on which Samsung has
divided its market are Region, Age, and Density.
Psychographic Segmentation – Psychographic segmentation is the one used to divide the
market according to their lifestyle, interests, activities, and opinions in order to determine
their market segment. Samsung has segmented its market based on lifestyle and social life.
Behavioral Segmentation – Behavioural segmentation is used to divide the market based on
their usage, decision making, and buying the pattern. Samsung has divided its market based
on behavioral segmentation with the variables loyalty, user status, and personality.
Targeting is based on the concept of choosing precise group as customers of services and
products. A target market is a customer group within a business market in which a company
aims its efforts and resources of marketing. It is a subsection of the overall market for a
service or product. Target market generally comprised of customers who are of similar
characteristics like income, age, lifestyle, or location and are likely to purchase the offerings
in the market or are a most profitable segment for the business (Bernanke, Laubach, and
Mishkin, 2018). The major target market of Samsung is males and females, professionals,
upper class, and middle class.
Positioning is the place occupied by the brand in the customer’s mind and the way it is
distinguished from the competitor’s products (Rajagopal, 2016). To place the product in the
market, businesses can highlight the distinguishing features of their product or can put their
efforts to make a suitable image through the marketing mix. Once a product has attained a
strong place, it could become tough to reposition it. The positioning strategy that will be used
by Samsung for its 146-inch Micro LED television

MARKETING PLAN 9
Multi-segment positioning – Samsung will not just target one target, it will frame the
strategies to target more than one segment at same time by providing different offers to the
customers. The 146 inch Micro LED can be adjusted at any size, functionality and ultimately
with diverse prices depending on different facilities. The Wall will be placed in the market as
the first modular Micro LED television with 146 inches.
The below table will highlight the targeting, positioning, and segmentation of Samsung 146
inch Micro LED television
Type of Segmentation Criteria of Segmentation Target Customer Segment
Geographic Region 80 nations
Age 25-60
Density Urban
Demographic Gender Female and Male
Life cycle stage Bachelor and Married
Occupation Employees, professional
Behavioral Benefits sought Advanced functionality, user-
friendly, high quality
Loyalty Degree Switchers
Hardcore loyal
User Status Existing customer
Potential user
First time user
Ex-users of Samsung
products
Personality Trendy

MARKETING PLAN 10
Psychographic Lifestyle Explorer
Succeeder
Social class Upper class
Middle class
Marketing objectives
Marketing objectives are the goals arranged by companies while advertising its services or
products to potential customers (McDonald, Frow and Payne, 2011).
The marketing objective Samsung is to increase its brand value by introducing the very first
customer modular 146 inch Micro LED television in the market. This objective is measurable
in terms of increasing sales within one year. The company can attain the 10-20% increase in
the sales of the product with the help of mass media marketing such as television, radio,
billboards, hoardings, etc. Besides this, this objective is relevant to the mission of Samsung to
be the leading brand of innovation and technology.
Consolidation of variability analysis
The innovative product that is 146-inch Micro LED television (The Wall) introduced by
Samsung Company will help it in attaining the marketing objective of increasing the brand
image among the customer in the market. As innovation in today’s world is considered the
driver of success and growth. Economically "The Wall' will support the company in
increasing its sales by 10-20% through its innovative features that will attract a maximum
number of existing, potential, and retaining ex-customers. Besides this, with this first
customer, modular Micro LED 146-inch Television of advanced technology and features
Company will give strong competition to its key competitors in the market such as Apple,

MARKETING PLAN 11
Lenovo, and Micromax. Presently, there is no substitute for this product in the market, which
offers a competitive advantage to Samsung in comparison to its competitors.
Conclusion
The above report has provided a detailed marketing plan for the innovative products
introduced by Samsung that is 146-inch Micro LED television in the market. The report has
performed variability analysis in order to identify what environmental factors can influence
the performance of ‘The Wall’. From the above analysis, it has been identified that the
consumer electronic good industry is very competitive, however; the first consumer modular
Micro LED 146-inch television will give strong competition to the competitors such as Apple
and Micromax. Moreover, the marketing objective of Samsung behind introducing this
innovative product in the market is to increase its brand value among customers by using
mass promotional strategies such as television, radio, hoardings, etc.

MARKETING PLAN 12
References
Dudovskiy, J. (2017a) Samsung Segmentation, Targeting, and Positioning: multi-segment,
imitative and anticipatory [online]. Available from
https://research-methodology.net/samsung-segmentation-targeting-positioning-multi-
segment-imitative-anticipatory/ [accessed 29 January 2019]
Dudovskiy, J. (2017b) Samsung Porter’s Five Forces Analysis [online]. Available from
https://research-methodology.net/samsung-porters-five-forces-analysis/ [accessed 29 January
2019]
Hruska, J. (2018) Samsung Will Ship Consumer 146-Inch MicroLED Luxury TVs in 2019
[online]. Available from https://www.extremetech.com/electronics/274132-samsung-will-
ship-consumer-146-inch-microled-luxury-tvs-in-2019 [accessed 29 January 2019]
Management Study Guide (2019a) Porter’s Five Forces Analysis of Samsung [online].
Available from https://www.managementstudyguide.com/porters-five-forces-analysis-of-
samsung.htm [accessed 29 January 2019]
Management Study Guide (2019b) PESTLE Analysis of Samsung [online]. Available from
https://www.managementstudyguide.com/pestle-analysis-of-samsung.htm [accessed 29
January 2019]
McDonald, M., Frow, P., and Payne, A. (2011) Marketing Plans for Services: A Complete
Guide 3rd ed. U.K: John Wiley & Sons.
Pestle Analysis (2015) STEEPLE Analysis of Samsung [online]. Available from
https://pestleanalysis.com/steeple-analysis-samsung/ [accessed 29 January 2019]

MARKETING PLAN 13
Pratap, A. (2017) Samsung Five Forces Analysis [online]. Available from
https://www.cheshnotes.com/2017/10/samsung-five-forces-analysis/ [accessed 29 January
2019]
Pratap, A. (2018) Samsung Pestel Analysis [online]. Available from
https://www.cheshnotes.com/2017/10/samsung-pestel-analysis/ [accessed 29 January 2019]
Rajagopal. (2016) Sustainable Growth in Global Markets: Strategic Choices and Managerial
Implications 1st ed. Germany: Springer.
Reisinger, D., and Westover, B. (2019) Samsung's 146-inch The Wall TV Is Now Available
for Order [online]. Available from https://www.tomsguide.com/us/samsung-the-wall-tv-
release-date,news-27356.html [accessed 29 January 2019]
Samsung Newsroom (2018) Samsung Unveils “The Wall,” the World’s First Modular
MicroLED 146-inch TV [online]. Available from https://news.samsung.com/us/samsung-the-
wall-microled-146-inch-tv-ces2018/ [accessed 29 January 2019]
Vergara, R.A.G. (2012) Samsung Electronics and Apple, Inc.: A Study in Contrast in Vertical
Integration in the 21st Century. American International Journal of Contemporary Research,
2(9), 77-81.
Dolnicar, S., Grün, B., and Leisch, F. (2018) Market Segmentation Analysis: Understanding
It, Doing It, and Making It Useful 1st ed. Germany: Springer.
Bernanke, B.S., Laubach, T., and Mishkin, F.S. (2018) Inflation Targeting: Lessons from the
International Experience 3rd ed. U.S: Princeton University Press.
Williams, T. (2010) Positioning for Professionals: How Professional Knowledge Firms Can
Differentiate Their Way to Success 1st ed. U.K: John Wiley & Sons.

MARKETING PLAN 14