Marketing Plan: Analyzing Samsung's Gaming Monitor in Australia

This report provides a comprehensive marketing plan for the Samsung 49”CHG90 Gaming Monitor, focusing on the Australian market. It begins with an executive summary and introduction, outlining the product's features and background. A detailed situation analysis is presented, including a SWOT analysis to assess strengths, weaknesses, opportunities, and threats. The marketing strategy section covers vision, mission, tagline, and a thorough marketing analysis, including the marketing mix (product, place, promotion, and pricing) and competitor analysis. The report also includes marketing objectives, financial objectives, and implementation and control strategies. The report concludes with a summary of the findings and references.

Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATION 1
Marketing Management and Digital Communication
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Executive summary
This report provides a marketing plan of Samsung 49”CHG90 Gaming Monitor. This
report makes an in-depth analysis and evaluates the current marketing trends that Samsung has.
Since this product is new in Australia, the prospects of the product will be analyzed by using
SWOT analysis. This will give an overall view of the product’s interior qualities that is the
strengths and the drawbacks of the product. The SWOT analysis will also help in assessing the
open opportunities in marketing and the dangers from the competitors.
This product need some solid marketing strategies to establish its foot in the Australian
market and for that it must analyze the marketing trends, consumers’ preferences and their
purchasing habits and analyse the people to target to turn them to potential customers. This
marketing plan aims to expand new clientele connections and capture the market of Sony,
Panasonic, LG, etc. Samsung 49”CHG90 Gaming Monitor is facing immense challenges as
there is cut-throat competition. Despite having split screen facility, in built audio speakers, LED
technology, and other specifications that outweighs the latest Acer and Sony gaming monitors,
its competitors LG, Panasonic and Sony also claim to have the premium OLED technology
which is equivalent to QLED technology of Samsung.(Wallace, 2017)Australia is continuing to
grow and has become the destination of young migrants. People across the globe and especially
the younger generation are migrating to Australia. This means the younger population will pay
premium price for this gaming product which is especially designed by Samsung to deliver
ultimate gaming experience.(Halliday, Samsung announces Australian availability for its 49-inch
CHG90 QLED Monitor, 2017)
In this marketing plan, we will cover the analysis of the electronic industry, the SWOT
analysis, the pricing of the product, promotion, and distribution strategies of the product. The

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details of the strategy implementation like the promotion expenses will also be covered in this
plan.

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Contents
Executive summary.........................................................................................................................2
Introduction......................................................................................................................................6
Background..................................................................................................................................6
Specific features...........................................................................................................................6
Situation Analysis............................................................................................................................6
Marketing Environment/SWOT Analysis.......................................................................................7
Main Strengths.............................................................................................................................7
Main Weaknesses.........................................................................................................................7
Main Opportunities......................................................................................................................8
Main Threats................................................................................................................................8
Marketing strategy...........................................................................................................................8
Vision...........................................................................................................................................8
Mission.........................................................................................................................................8
Tagline.........................................................................................................................................9
Marketing Analysis..........................................................................................................................9
Marketing Mix Strategy at a glance.............................................................................................9
Product......................................................................................................................................9
Place.........................................................................................................................................9
Promotion...............................................................................................................................10
Pricing....................................................................................................................................10
Competitor Analysis......................................................................................................................10
Marketing Promotion, Objectives and Strategies..........................................................................10

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Marketing Strategy.....................................................................................................................11
Marketing Objectives.................................................................................................................11
Financial objective.....................................................................................................................12
Implementation and control of marketing plan..........................................................................12
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

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Introduction
Background
On June 9, 2017, Samsung launched its49" CHG90 QLED Gaming Monitor that has the
groundbreaking Quantum dot technology and is HDR-enabled. Samsung’s new QLED is being
planned to be introduced in the Australian market from early November 2017. Paul Sharpe, the
Director of Samsung Electronics Australia expects that the brilliantly curved design along with
fantastic performance and fast response time will sweep the Australian young market. (VILLAS-
BOAS, 2017)
Specific features
The super ultra wide 32:9 HDR has resolution of 3840 x 1080 with 1800R curvature.
(Halliday, Samsung announces Australian availability for its 49-inch CHG90 QLED Monitor,
2017) The gaming giant Samsung boasts of having introduced the widest gaming monitor across
the globe that will offer virtual stutter-free and tear-free gaming experience. It has twice the
perceivable brightness and colors are offered by the sRGB standard and has 1ms motion picture
response time that will provide flawless smooth action scenes. The most amazing feature of this
product is its eye-saver mode which cuts down blue light emission so that players can play for
hours with less eye strain and greater visual comfort (Samsung, 2017).
Situation Analysis
With the launch of 49" CHG90 QLED Gaming Monitor, Samsung is eyeing the young
market in Australia. Samsung is working with game developers to develop games that support
HDR which is currently only limited to few movies and TV shows. Although, Samsung is the
first one to introduce this product, it is utmost necessary to assess the internal and external

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market environment to develop a strategic marketing plan. This plan will help to understand the
position of the product in the market and will facilitate in introducing steps to improve marketing
(Paul, 2017).
Marketing Environment/SWOT Analysis
Below is the SWOT Analysis of 49" CHG90 QLED Gaming Monitor that will help to
identify the strengths, weakness, opportunities and threats this product has.
Main Strengths
 The major strength of 49" CHG90 QLED Gaming Monitor is that it is launched by the
most reputed Samsung electronics.
 The amazing features like the 32:9 HDR has resolution of 3840 x 1080 with 1800R
curvature intensify its strengths.
 Australia has a good young population and sound economy; hence the market seems to be
quite juicy.
 Australians are economically and socially quite sound and love to venture in new
technology.
Main Weaknesses
 It is expensive which can prove to be the greatest barrier
 Low awareness of the product. The company has not initiated ground campaigning in
Australia.
 Since Amazon portal has not started in Australia, the pre-orders have to be booked only
at Samsung.com(Brant, 2017)

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Main Opportunities
 Australia has an ample young population who are attracted with the latest device.
 Samsung can expand its distribution within Australia and especially in New South Wales,
Queensland, Western Australia and Tasmania. It can even expand its marketing to other
Asian countries like Singapore, Malaysia, etc.
 It can incorporate marketing policies like cash discount, interest free installments, buy
back policy, refund policy etc. to woo customers(Richards, 2017)
Main Threats
 The premium price is the greatest threat as this is not a necessity so the customers may
not will to pay premium price.
 The competitors like LG, Panasonic, Sony, etc. have started negative publicity and
marketing stating that their OLED technology is equally good like QLED.
 Very soon one of the competitors will launch an equal or similar product at affordable
price and try all means to capture the market (Nerd Techy, 2017).
Marketing strategy
Vision
Samsung aims to deliver ultimate gaming experience to its customers. The HDR-enabled
monitor has eco saving and eye-saving modes which will provide an amazing experience to its
users.
Mission
Experience fun-filled gaming more vivid colors without compromising on eye-health.

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Tagline
Secured and eco-friendly gaming experience.
Marketing Analysis
As per the Australian Bureau of statistics the average income of people are increasing and
this is going to be the trend in the coming years. Australia has the lowest unemployment rate in
the world and hence there are umpteen chances that Samsung will have good market. The most
likely consumer target market will fall in the slab between 18-30 years belonging to middle and
upper income class. The statistical data of gaming monitors sales estimation was 1.2 million
units in 2016 which doubled in 2017 and is estimated to reach 3.5 million units in 2018. (Brand
& Todhunter, 2016)
Marketing Mix Strategy at a glance
Product
 Ultra-wide -49-inch CHG90 monitor
 curved CHG90 features
 Double full HD
 QLED available in Monitor size of 27’’, 32’’ and 49’’.
 Energy saver
 Has eye saver mode
 Accessories like HDMI cable and installation software(Ware, 2017)
Place
 Available at Samsung stores
 At Amazon or online stores
 Local retailers

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Promotion
 Booking Pre-order at Amazon
 Booking pre-order exclusively on Newegg.com
Pricing
 Price for 49’’ is $1,499.99 or $125/month and if full payment is done within a year
with Samsung financing then interest will not be charged.
 Price for 32’’ $649.99 or $54.17/month and if full payment is done within a year with
Samsung financing then interest will not be charged.
 Price for 27’’ is flat rate of $599.99
Competitor Analysis
The key competitors in the market are Sony, LG, and Panasonic. However, Dell
monitors are ruling the Australian market for last 10 years. Reasonably priced Dell’s Ultra sharp
monitors are available in varied sized monitors. LeG 49” full HD smart TV with web OS
49LH600T is also expected to give tough competition to Samsung’s 49-inch CHG90 gaming
monitor (Dell, 2017).
Marketing Promotion, Objectives and Strategies
Samsung’s aim is to create product awareness and make the product available to
consumers across the whole of Australia. The aim is to increase production of this product and
make maximum units so that it reaches the remotest place in Australia from Darwin to Tasmania
and from Perth to Queensland.

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The following 5 year plan gives a rough idea of the objectives and the strategies the company
will develop and the action it will adopt to capture the market.
 First year Objective: To increase the production of units up to 20% in a year.
 Second year Objective: Do marketing via TV channels, Newspaper, Digital media and
spend 20% of the budget on sales promotions and advertisement.
 Third year Objective: Target sales in NSW, Queensland and Victoria
 Fourth year Objective: Target sale in Darwin, New Castle, Tasmania, Perth and South
Australia.
 Fifth year Objective: Ensure that the product has revolutionized the gaming experience
and 7/10 Australian youth are aware of the product.
Marketing Strategy
The growth must be maintained and if a product survey is conducted, the customer’s
feedback will help in assessing the product. Celebrities like Football players or cricket players
must be involved in advertisements. Advertisement must promote the outstanding features of the
product like eye-saver mode, energy savings, etc. The amount of growth in Australian gaming
industry increases 20% every year and the aim is to target the new emerging suburbs and capture
the 20% market. Statistical data demonstrates that on an average an Australian spends 88
minutes a day in video playing. Hence, the marketing strategy must just shift the players from
video to Samsung’s latest product.
Marketing Objectives
 Use disruptive innovation techniques increasing market share to 40% in next five
years.
 Reducing marketing expenses by 5%

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 Improving customer awareness related to product by 30%.
Financial objective
Financial planning helps in managing the changes inside and outside the organization.
Financial objective is to develop financial strategy that manages assets, liabilities, profits and
cash flow. The company does internal auditing and ascertains that the percentage of profits
increase in every quarter. Another financial objective behind the success of Samsung is its
philanthropy and community service which has acclaimed great recognition.
 Improving profitability by 20% in 2 years
 Reducing overhead expenses by 5%
 Reducing liability by 5%
Implementation and control of marketing plan
Implementation control means making an evaluation and assessment of the general
methodology that is used is driving good results. It is a kind of input control. The other two
kinds of control that is strategic and operational control must be included to recognize the
objectives and achieve the milestones. This will help in assessing the success and understanding
the setbacks
Conclusion
Australian economy is growing at a steady pace. The younger population is increasing
due to ease in Australia’s PR policy. This means that the average income of Australians is
sufficiently high and they will be able to pay premium rate for Samsung’s 49" CHG90 QLED
Gaming Monitor. The current market analysis demonstrates that Australia is the right market for
Samsung as Australia has huge young consumer base under 35-years who spend on an average