(PDF) Marketing Communication - Desklib

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MARKETINGCOMMUNICATION
Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1SOSTAC Framework...................................................................................................................1STP Strategy................................................................................................................................6Product life cycle management plan............................................................................................7CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9
INTRODUCTIONMarketing communications use different channels of marketing and combination tools. Itlay focuses on way where business entities communicates in market. The tools used bymarketing communication are direct marketing, personal selling, advertising, communication,promotion and sponsorship in order to build public relations (Schmeltz, (2017). Here in thisreport marketing communications activities undertake by Samsung group will be highlighted.This report will lay emphasis on marketing communications plan and this will be formulated forthe Samsung Galaxy S10. This is one of the product of Samsung group. This plan will includeSOSTAC framework along with implication of STP strategy. Also, the product life cycle will beformulated for the mobile Samsung Galaxy S10.MAIN BODYSOSTAC FrameworkSituationSWOT AnalysisSTRENGTHSWEAKNESSESThe Samsung group is one of thebiggest manufacturer of mobilephones and TVs.Innovation in models of Samsungevery year.The popular product line is SamsungGalaxy series.The market share of Samsung group islargest as it holds share of 21.4%.Capable for strong marketing andmanufacturing.A good return is generated throughcapital expenditure of SamsungGroup.Intense competition from rivalrybrands like Apple, LG, Oppo, HTC,Vivo, etc.The Samsung is not very successfulin managing different work culture intheir firms.The company need to invest more intechnologies.Samsung Group is facing high rate ofattrition among their employees.OPPORTUNITIESTHREATSThe Samsung group can introduceThreat from Apple iOS, as public1
geographically specific appliances andmobile phones to boost their brand(Míguez-González, & Fernández-Cavia, (2015).The technological trend can be opt bySamsung in line of Wearable tech.Create a new consumer base ofSamsung devices by Online Channelsuch as Amazon.comaccept Android as an inferiorsoftware.The Samsung is facing threat fromintense price competition (Stewart, &Gugel, (Eds.). (2016).ObjectivesThe Samsung Group aim to expose more towards national and international market bythe year end of 2020.The company will focus to create a customer base of up to 30% by the year 2020.To reach the profitability by 25% more than the current profit (Mohammadia, & et.al.,(2015).To increase the sales by the end of 2020 up to 15% (Míguez-González, & Fernández-Cavia, (2015).The company would make efforts for gaining 80% loyalty of customers by end of 2019.Tho increase customer satisfaction almost 95% by the year end 2020 (Díaz-Soloaga,(2016).To increase market share by 20% by the end of 2021.StrategyMarketing mixThe marketing mix 4 P's will be done to attain objectives of the Samsung to attract morecustomers. Marketing mix will be describe here in three different levels that is promotional,pricing and distribution strategies.ProductCOREMobile phoneACTUALThe Samsung Galaxy S10 is an android mobile phone which is most2
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