Marketing Plan for Samsung 146-Inch Micro LED TV

Running head: 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,