Business Plan Project: Samsung Prints - Market Analysis and Strategy

This project presents a comprehensive business plan for Samsung Prints, analyzing its potential entry into the printing industry. It begins with an overview of Samsung's corporate structure and leadership, followed by an application of Porter's Five Forces to assess the competitive landscape. The project then utilizes the Ansoff Matrix to determine the most appropriate market entry strategy. A detailed PEST analysis is conducted to evaluate the political, economic, social, and technological factors influencing the business. The plan outlines market segmentation strategies, targeting both B2B and B2C customers in the UK, US, and Canada. The marketing mix, including product, price, place, and promotion, is thoroughly examined, with a focus on low-cost manufacturing and strategic product positioning. The project concludes with recommendations for effective management, resource allocation, and customized product development to enhance sales and organizational growth, supported by relevant references.

Project Management
Printing Business plan: Samsung Prints

Samsung
Bord of directors of
Samsung
Oh-Hyun Kwon
(Vice Chairman &
CEO)
Boo-Keun Yoon
(President and CEO)
Jong-Kyun Shin
(President & CEO)

Porter’s five forces:
• Require huge investment
• Patent and research and development barriers are high
• Installed base
• Costly toner and cartridge distribution
Threat of new entrants
(Low)
•Paperless office
•Online business
•E-papers
Threat of substitute
product (Medium)
•B2B customers printed their documents from existing printing business.
•But, low price of product will attract customers
Bargaining power of
buyers (medium)
•Every supplier wants to link with Samsung because of strong brand name.
•Huge number of suppliers in India.
Bargaining power of
suppliers (Low)
•Little price competition
•Existing business are working from long time
•Strong research and development
Rivalry among Existing
brands (High)

Entry strategy using Ansoff Matrix
Market
penetration
Product
development
Diversificatio
n
Market
development
Diversification of
business will be appropriate
for entering into three
different markets, that is, UK,
US and Canada. Samsung
Prints will offer new product
in new markets.

Company’s Overview
Samsu
ng
Electroni
cs Advance
d
technolo
gy
Semicon
ductors
Skyscrap
er and
plant
construct
ion
Petroche
micals
Fashion
Medicine
Finance
Hotels
and
more

PEST analysis
Political factors:
Regulatory
laws and
policies
Tariff rates
Trade
restrictions
Environmental
law
Economic factors:
Interest and
exchange
rates
Purchasing
power
GDP and GNP
Fiscal and
monetary
policies
Social Factors:
Lifestyle
Culture and
language
Technological
factors:
Research and Development
Rate of technological
changes
Automation
Outsourcing decisions

Global market strategies
Geographical
segmentation
• United Kingdom
• United States
• Canada
Market
segmentation Business2Business
• Samsung Prints will
target corporate
offices of UK, US and
Canada.
Business2Consume
r
• Normal customers of
UK, US and Canada
will also be targeted
by Samsung Prints.
Targeting

Marketing Mix:
Product
Price
Place
Promotion
• Printing of office documents
•Printing of souvenirs
• Publicity materials
• Education materials
• Large format printing
• Focus on quality and customization
•Manufacturing process in India.
•Low cost of labor and raw material will
reduce total cost and price
•Lower than existing printing business
•Head offices in UK, US and Canada
•Manufacturing unit or production house in
India
•Social media marketing
•Online marketing
•Sales promotion
•Advertisement
•Email marketing

Evaluation of marketing mix
Samsung Prints will enter into printing business
with strong marketing and operational plan which
will increase competition in printing industry.
Low price of printing material will help in attaining
competitive advantage.

Product positioning
Product positioning
• Penetration pricing is one of the best strategy
for positioning in printing industry of UK, US
and Canada.
• Social media marketing, blog pages and
mobile marketing and sales promotion.

Recommendations
Samsung Prints should focus on appropriate
management, leadership and allocation of resources.
It helps in developing customized products which will
lead increment in sales and growth of the
organization.

References
Santoso, S. (2012).
Competitive Analysis in
Industry and Marketing
Strategy to Face The
Competition in Printing
Business. Jurnal Ilmiah
Kesatuan (JIK),2(2), Halaman-
9.
Lacey, B. E. (2014).
Establishing a Printing
Business. Transactions of the
American Philosophical
Society, 104(2), 11.
Suzuki, F. (2015). U.S. Patent
No. 9,064,239. Washington,
DC: U.S. Patent and
Trademark Office.
He, L., Liu, C. B., Lu, H. D., &
Peng, Y. (2014, June). Study
and Application on 3D
Printing Cloud Service
Platform. In Advanced
Materials Research(Vol. 940,
pp. 445-448).
Collis, J., Holt, A., & Hussey,
R. (2012). Business
accounting: an introduction
to financial and management
accounting. Palgrave
Macmillan.
Samsung. (2016). [Online].
Available through:
<http://www.samsung.com/in
/home/>. [Accessed on 26th
February 2016].