Marketing Plan & Analysis (pdf)

MARKETING PLAN

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
MARKET ANALYSIS....................................................................................................................1
Company analysis:......................................................................................................................1
Customer analysis:......................................................................................................................2
Market condition Analysis:.........................................................................................................2
Competitor Analysis:..................................................................................................................4
MARKETING STRATERGY.........................................................................................................4
SWOT analysis:..........................................................................................................................4
TARGET MARKET SELECTION.................................................................................................5
Demographic segmentation:........................................................................................................5
Geographic segmentation:...........................................................................................................6
Psycho-graphic segmentation:....................................................................................................6
PRODUCT POSITIONING............................................................................................................6
MARKET MIX DECISION............................................................................................................7
Product:.......................................................................................................................................7
Price: ..........................................................................................................................................7
Promotion:...................................................................................................................................8
Place:...........................................................................................................................................8
FINANCIAL POSITIONING..........................................................................................................8
REFERENCES..............................................................................................................................10

EXECUTIVE SUMMARY
Marketing plan helps in defining the roles and responsibility ODF marketing executives
in order to achieve the goals of the company. When a company is heading towards introducing or
launching a new product in a market, it essential for the marketing executive to analyse all the
marketing perceptive and prepare a proper marketing plan for launching the product. Marketing
analysis is the an essential plan for the marketing plan of a company. Marketing analysis can be
defined as the quantitative and qualitative assessment of a market. Marketing plan involves the
preparation of policies, strategies, budgets etc. for marketing activity. The present report has
prepared a marketing plan of Samsung which are launching new Galaxy Note 9. The report has
explained the marketing analysis that included the customer, market condition and competitors
of Samsung. Further, detailed study of SWOT analysis of Samsung smartphones which
concluded different factors that may affect the Samsung mobile. Report has discussed about the
basis segmentation Samsung has done for target the customer in market. Brand positioning of
Samsung in market and perceptive of customers about the Samsung's Smartphones has
concluded. It has been concluded how marketing mix analysis of Samsung Smartphones helped
in its marketing strategy. Moreover, a budgeted cash flow has discussed different marketing
activity for new Samsung Galaxy Note 9.
MARKET ANALYSIS
Company analysis:
Samsung was founded by Byung Chull Lee in 1938 in Korea. In over 70 years, Samsung
has been expanded its business with a diverse businesses with the advanced technology of many
products in world. Samsung electronics leads the global market in high-tech electronics
manufacturing and digital marketing (Chen and Ann, 2016). Samsung Mobile division is one of
the major within Samsung electronics that all are the part of Samsung Groups.
Telecommunication business of Samsung division engaged in manufacturing the various
products from mobile devices.
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Samsung has launched new version of its Samsung galaxy note series which is Samsung
Galaxy Note 9. the new mobile device has new and advanced feature that from note 8. the new
mobile has been launched with the biggest change with a S-Pen. Samsung Note 9 has come up
with further improvement in its camera quality (Xu, Frankwick and Ramirez, 2016).
Customer analysis:
Samsung's target market for its mobile devices are very wide. The target market of
Samsung's new galaxy note 9 is the customer age range between 20 to 50s. The Note 9 has been
manufactured by considering the needs of the youngster as they are more attracted to the
technological features. It has been analysed by the marketer that the customer in market are
spending more on the advanced technological mobile devices that before (Kim and Ko, 2012).
Samsung has been launching its mobile devices in more than 80 countries. The main target of
Samsung Galaxy 9 are youngster.
Market condition Analysis:
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Illustration 1: Samsung
Source: (Samsung logo , 2018)

With the above statistics it can be said that Samsung has a global market share of around
23.4% in smartphone around the world in first quarter of 2018. it can also be said that the market
growth of Samsung galaxy Notre 9 is has not up to the mark as expected by the company. It can
be said that the strong demand of the memory chips is one of the reason in the fall of the market
growth of galaxy 9. The new smartphone is also facing stiff competition which helld the another
reason for the fall (Samsung Electronics profit dips as smartphone sales fall ,2018). Yet the
Samsung is expected to boost up in sales of Galaxy note 9 after the 3rd Quarter of 2018. The
market condition for the new smartphone are believed to remain challenging because of the
pricing competition and launching of new products which other competitors. The company
believed that the customer are not much satisfied that the new smartphone will add any
advancement in the feature than the previous one (Aggrawal and et.al., 2017). The customer that
are demanding the high tech advancement in features are laying back because of the high price of
the new product.
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Illustration 2: Samsung market growth
Source: (Samsung's share of global smartphone ,2018)

Competitor Analysis:
Samsung has been leading in electronic devices around the world. But Samsung mobile
devices are facing stiff competition from from many mobile devices companies. The new
launched mobile device of Samsung galaxy note 9 has been facing a lot competition because of
its high price and almost similar features as compared to other competitors. The main competitor
of Samsung mobile devices includes Apple's I phone series that re still leading in smartphones
which is biggest competition of Samsung that goes neck to neck. Other competitors are LG, One-
plus, Motorola. These competitor's smartphone are have been tested as on the same parameters of
those offered by Samsung's smartphones.
MARKETING STRATERGY
SWOT analysis:
It is an important marketing tool which will help in analysing the macro and micro
environmental factors that can affect the company's product. The SWOT analysis of Samsung
smartphones are as follows:
Strength:
Samsung is one of the leading brands in the mobile market. Samsung smartphones series
of Galaxy is very popular. It help the product in gaining the competitive advantage among the
competitors. The constant innovation and high tech advancement in features and designing is the
biggest strength of Samsung galaxy smartphones (Hartley, 2017). Samsung offers its
smartphones with all range of prices. Company uses pricing strategy as per the features and
services that has been offered in the smartphones. Strong supply chain and distribution channel is
also one of the biggest strength of Samsung that helps in easy availability of smartphones to the
customers. Samsung has gained a high brand value and position in the market which helps in in
creasing the market growth of the company.
Weakness:
One of the weakness of the Samsung smartphones is that it doesn't have its own operating
system and software as Apple's I phone has iOS which provides different features. The Samsung
galaxy also facing complaints from the customers that launching of the new Note series like 7,8
and 9 are comparatively same features with increasing prices (Wu, Tseng and Chiu, 2012). The
new Galaxy Note 9 is not offering much features as compared to price charged. Another issues
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with Samsung is product safety. It has affecting the brand image of Samsung in market.
Samsung is also facing a lot competition from Apple with are continuously launching new
smartphones with more features as compared to the Samsung.
Opportunities:
Samsung can again advantage by increasing its investment in research and development
for manufacturing more innovative and advanced smartphones. Company should considered its
target market and customer. It can start its distribution in the area where the customer has not
been introduced to such high technology like in Asia (Grant, 2016). Samsung should invest more
in its marketing process in order to promote its smartphones for increasing sales and revenue.
Samsung can use technology advantage in order to adopt new distribution channel, it is also
important as it will leads to save the cost of the company.
Threat:
Samsung is facing a lot challenges of stiff competition from Apple's I phones as they are
offering better features with almost in same price. Apple's brand value in term of quality,
reliability is stronger than Samsung's smartphones. Samsung is also facing threat of new entrants
in market from Chinese manufactures (SWOT analysis of Samsung , 2018 ). Samsung also has to
face the issue of legal and regulatory threats that are emerging with increasing in international
business. In order to compete with the competition company is investing in its R&D which
ultimately affecting the company's revenue.
TARGET MARKET SELECTION
Demographic segmentation:
In this segmentation the market is divided according to the age, race, religion,gender,
income and education of customers. It helps Samsung to target its customer for new galaxy note
9 more accurately. Samsung has classified the customer in target market as per their age and
income. Age has been classified as age group of customers between 20-30 and between 30-60. as
per this category Samsung can evaluate the need of the customers, the young generation desired
smartphones with technological features. The another of customer will desire the smartphones
with better features that can also help them in their professional. The another factor is their
income. The premium customer will demand the smartphones that have high brand value.
Samsung Galaxy note 9 are fir the premium customers, which are ready to pay for such advanced
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and high brand value smartphones (Gholami and et.al., 2018). Samsung also manufactured
smartphones for law income customer group.
Geographic segmentation:
Dividing the customers or group of customers on the basis of location such as rural or
urban are considered as classifying target customer on geographical basis. Samsung being one of
the popular brand has targeted customers both in rural and urban areas. Samsung has targeted 80
country's market in both rural and urban locations. Samsung has wide range of products which it
offers to rural customers as well as to the urban area's customer. For the new smartphone Galaxy
Note 9, Samsung has targeted urban areas customers.
Psycho-graphic segmentation:
This segmentation of the market is based on the customer's attitude, lifestyle, values etc.
in order to positioning a brand in market it is very important for Samsung to classified the target
customer on the basis of psycho-graphic. It helps Samsung in better understanding of the target
customers wants and preferences. This segmentation helps Samsung is analysing the deciding
factors at the time of purchasing their smartphones. Samsung has offered different smartphones
as per the requirement of the customers (Yun and et.al., 2018). The high-profile customer will
choose the premium brand smartphones, the new galaxy Note 9 are for these premium
customers. Samsung has targeted the customer who prefers high-end design with innovative
features and better camera quality so that they can flaunt their device.
PRODUCT POSITIONING
Product positioning can be define as the benefits that are being offered by the company's
product in a particular target market. In this strategy, the marketer will determine which audience
has to be targeted based on the responses that are getting from the target customers.
Samsung mobiles are manufactured as per the needs and desire of the young
professionals. Samsung mobiles are offering high-tech connectivity features. The positioning of
Samsung in mobile market can help it in differentiate from other smart phones in market.
Samsung being the leading company in world are planning to manufacture the smartphones. It
can be said that the current brand positioning of the Samsung mobile is to be s market leader in
whole mobile and smartphones market (Baganzi, Shin and Wu, 2017). Samsung's main focus is
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to make smartphones with differentiate design and features, that are more customer-focused in
order to established a leading brand in the mobile market around the globe.
Samsung has been launching the smartphones with the most advanced technology than
other mobile companies. Samsung has launched different smartphones for the customers that are
looking for an alternative's to the Apple's I phone. The smartphones of the Samsung are offering
the fastest processors and brightest screen which are attracting more customers. Samsung's
smartphones are succeeded in establishing its differentiate brand among the competitors by
constantly launching mobiles with latest innovation and high tech in its features and design.
MARKET MIX DECISION
Samsung focuses a lot on its marketing strategy in order to gain the competitive
advantage in the mobile market. Samsung galaxy is celebrity product in mobile market that are
offering excellent features for which help in attracting more customers (Liu and et.al., 2017). The
following are the marketing mix strategy adopted by Samsung for its new Samsung Galaxy Note
9:
Product:
Samsung's Galaxy smartphones series are one of the most popular and one most
innovative smartphones that are available in the mobile market. Every new smartphones in the
Galaxy series are come-up with the latest technology and more advanced features and design.
The new launched product of Samsung galaxy series that is Note 9 is gaining much popularity
because of its new S-pen technology, having dual camera with better image quality. Considering
the target customer of the product that are younger generation, which are more emphasized for
social media. Thus better camera becomes the deciding factor for this generation at the time of
purchasing smartphones (Wu and Li, 2018). They are looking for the smartphones which can
provide better image quality cameras. Galaxy Note 9 come up with dual camera with more
improved features, including the data protection by Samsung Knox. The new smartphones also
comes up with the face recognition features which provide better security of data.
Price:
Samsung is launching galaxy series of note 9 with 900 pounds for 128 GB. With such
high price, Samsung has launched it for the premium users that can use it both for work and fun..
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Samsung has opted for premium pricing strategy so that they can create an image that the new
smartphone will have more value than other smartphones in market.
Promotion:
It is the most important aspects of creating awareness of the new products of Samsung to
the customer in market. Samsung uses both offline as well as online promotional strategy in
order to promote the new smartphone (Samsung Marketing Mix (4Ps) Strategy , 2018).
Differentiation of the features and design of the Note 9 being the main marketing and promoting
strategy of Samsung. In the face pace of the technology world, Samsung being the first in
grasping the new technology in adding advanced designing and specification of features. This
helps new smartphones in achieving differentiate position in market than its competitors.
Samsung also promoting its smartphones via digital and social media marketing.
Samsung is a promoting its Galaxy Note 9 via digital marketing vis advertising on television
which helps in gaining more media and customer attraction (Verma and Singh, 2017). Samsung
also promoting Note 9 via social media, from Facebook to Instagram all the social media
channels are promoting products which helps in gaining attraction of customers. Samsung has
utilizing every possible channel of marketing in order to promote its new Galaxy series Note 9.
Place:
Samsung is a global comp[any which is using wide range of distribution channel for
making its product available in market. Samsung has global distribution channel which includes
offline as well as online modes of distribution. It has its brand physical stores that provides
smartphones including customer care services also. Samsung is also taking online retail modes
for selling the smartphones (De Mooij, 2018). Online retailing is contributing a large part of
sales of Samsung. Different online retail channels includes Amazon, Flip cart, E-bay etc. Apart
from this, customer can also purchase galaxy Note 9.
FINANCIAL POSITIONING
Marketing Budget of Samsung:
Particulars Amount
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(in £)
Social media marketing 1000
Traditional marketing
tools 750
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REFERENCES
Books and Journals
Aggrawal, N. and et.al., 2017. Brand analysis framework for online marketing: ranking web
pages and analyzing popularity of brands on social media. Social Network Analysis and
Mining. 7(1). p.21.
Baganzi, R., Shin, G. C. and Wu, S., 2017. Using Choice-Based Conjoint Analysis to Determine
Smartphone Choice-a Student’s Perspective. Journal of Information Technology
Applications & Management. 24(4). pp.93-115.
Chen, C. M. and Ann, B. Y., 2016. Efficiencies vs. importance-performance analysis for the
leading smartphone brands of Apple, Samsung and HTC. Total Quality Management &
BusinessExcellence. 27(3-4).pp.227-249.
Xu, Z., Frankwick, G. L. and Ramirez, E., 2016. Effects of big data analytics and
traditional marketing analytics on new product success: A knowledge fusion
perspective. Journal of Business Research. 69(5). pp.1562-1566.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Gholami, A. and et.al., 2018. ABC analysis of the customers using axiomatic design and
incomplete rough set. RAIRO-Operations Research. 52(4). pp.1219-1232.
Grant, R. M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.
Hartley, S., 2017. The case of the exploding Samsung phones. Busidate. 25(1). p.9.
Kim, A. J. and Ko, E., 2012. Do social media marketing activities enhance customer equity? An
empirical study of luxury fashion brand. Journal of Business Research. 65(10). pp.1480-
1486.
Liu, Y. and et.al., 2017. The effects of products’ aesthetic design on demand and marketing-mix
effectiveness: The role of segment prototypicality and brand consistency. Journal of
Marketing. 81(1). pp.83-102.
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Verma, Y. and Singh, M. R., 2017. Marketing Mix, Customer Satisfaction and Loyalty: an
Empirical Study of Telecom Sector in Bhutan. Indian Journal of Commerce and
Management Studies. 8(2). p.121.
Wu, K. J., Tseng, M. L. and Chiu, A. S., 2012. Using the Analytical Network Process in Porter's
Five Forces Analysis–Case Study in Philippines. Procedia-Social and Behavioral
Sciences. 57. pp.1-9.
Wu, Y. L. and Li, E. Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce: A stimulus-organism-response perspective. Internet Research. 28(1). pp.74-
104.
Yun, J. and et.al., 2018. Benefits and Costs of Closed Innovation Strategy: Analysis of
Samsung’s Galaxy Note 7 Explosion and Withdrawal Scandal. Journal of Open
Innovation: Technology, Market, and Complexity. 4(3). p.20.
ONLINE
Samsung logo . 2018 [Online] Available through:<http://www.phonenews.com/samsung-
postpones-press-event-until-tuesday-in-wake-of-hurricane-irene-17453/samsung-logo/>.
Samsung's share of global smartphone shipments from 2nd quarter 2009 to 3rd quarter 2018 .
2018 [Online] Available through:<https://www.statista.com/statistics/276477/global-
market-share-held-by-samsung-smartphones/>.
Samsung Electronics profit dips as smartphone sales fall .2018 [Online] Available
through:<https://www.livemint.com/Home-Page/z3CwyiG4Q5ecsQO6zgcSlJ/Samsung-
Electronics-profit-dips-as-smartphone-sales-fall.html>.
Samsung Marketing Mix (4Ps) Strategy . 2018 Online] Available
through:<https://www.mbaskool.com/marketing-mix/products/16860-samsung.html>.
SWOT analysis of Samsung . 2018 [Online] Available through:<https://pestleanalysis.com/swot-
analysis-of-samsung/>.
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