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Integrated Marketing Communications Sample Assignment

   

Added on  2021-06-16

7 Pages1329 Words32 Views
Running head: INTEGRATED MARKETING COMMUNICATIONSINTEGRATED MARKETING COMMUNICATIONSName of the StudentName of the UniversityAuthor note:

1INTEGRATED MARKETING COMMUNICATIONSBackgroundSamsung is one of the largest and most popular electronic goods company in theworld today and is a director competitor to another teach giant, the Apple Inc. Samsung hasbeen producing smartphones in various ranges and designs in addition to a host of othertechnologically advanced goods like cameras, laptops, smart TVs’ and computers. Samsunghowever is in recent days facing stiff competition from new players in the market likeXiaomi, Oppo, Vivo and other companies who sell high quality goods in lesser price. Strategy Statement The strategy statement of a company is the message the company wants tocommunicate to the people working within the company and sharing the same goal ofkeeping the company ahead in competitive advantage in comparison to its other competitors(Luxton, Reid and Mavondo 2015). There are three components of a strategy statement“objective, scope and competitive advantage”. Therefore the strategy statement must reflectthe objective of the company, what is the scope of the company in terms of business andgrowth and what is the company’s competitive advantage. The objective if Samsung is tokeep ahead of its competitors, scope of this is high as the company has more capital andtalent than most of its competitors and the competitive advantage is the goodwill of Samsung.Therefore the strategy statement of the company can be “Maintaining the top position byutilising the resources and goodwill”.Brand Positioning

2INTEGRATED MARKETING COMMUNICATIONSImage 1: Samsung Brand PositioningSource: (Wang 2015)Brand position is the placement of the brand in market compared to other brands (Douet al. 2010) Samsung is positioned as a brand has established itself as a medium priced highfeatures phone. It is not a high profile expensive phone brand like Apple iPhones, thoughSamsung has models that are high priced and having finely designed externals. More thandesign Samsung takes care of the features to be provided to the users at a comfortable price.Apple can be seen to be placed at the higher price end with a focus on design and style. Thenew phone brands in the market like Xiaomi, Honor, One Plus, Vivo, Oppo occupies variouspositions in the perceptual map all giving tough competition to Samsung in the presentmarket scenario. Objectives of the Message

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