Marketing Plan for Samsung: Digital Marketing and SOSTAC

This report presents a detailed marketing plan for Samsung, a multinational electronics company. The plan, developed using the SOSTAC framework, encompasses a situational analysis, outlines objectives, strategies, tactics, actions, and control measures. The report includes an overview of Samsung's company background, its competitive landscape, and a SWOT analysis. It delves into the company's marketing objectives, segmentation, target market identification, and positioning strategies. Furthermore, the report explores various marketing tactics, including competitive and digital strategies, and provides a marketing mix analysis focusing on product, place, price, promotion, process, people and physical evidence. The report also examines Samsung's marketing communication mix and the role of digital marketing channels. The plan considers timescales, budgets, and channel considerations to provide a comprehensive marketing strategy for Samsung in the competitive electronics market.

Running head: THE MARKETING PLAN SAMSUNG SOSTAC
THE MARKETING PLAN SAMSUNG SOSTAC
Name of the Student
Name of the University
Author Note

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Executive Summary
The main purpose of the research paper is to produce a word marketing plan for the chosen
company Samsung based on the concepts and details presented to the Campaign Manager in the
previous assignments. The paper will be thus provide the marketing plan focusing on the
feedback received from the panel which suggested to choose a variable product of the company
but would be seeing a marketing campaign plan with a focus on various types of digital
marketing techniques and measurability. The paper in the second part will be providing an
overview of the marketing plan and will be including various types of time scales which are
required in order to get through with the marketing campaign. It will also produce the budgets,
segmentation and channel consideration.
The paper will be formatted under six major sections forming the SOSTAC sub headings under
the marketing plan of the company. These six major sections will be Situational Analysis,
Objectives, Strategy, Tactic, Actions and Control Measures.

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Table of Contents
Executive Summary.........................................................................................................................1
Company Background.....................................................................................................................3
Section 1:.........................................................................................................................................4
Situational Analysis.........................................................................................................................4
Section 2:.........................................................................................................................................5
Objectives........................................................................................................................................5
Section 3:.........................................................................................................................................6
Strategy............................................................................................................................................6
Section 4:.........................................................................................................................................7
Tactics..............................................................................................................................................7
Section 5:.......................................................................................................................................11
Actions...........................................................................................................................................11
Section 6:.......................................................................................................................................12
Control...........................................................................................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

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Company Background
Samsung is a multinational Korean company which is known for having its
headquartered in Samsung Town, Seoul. The company in the present date is known for
comprising with numerous affiliated business, where most of them are united under the brand of
Samsung. The company was founded by Lee Byung – Chul in the year 1938 as a normal trading
company. But however with the next three decades the company diversified its business into
various areas like textiles, insurances, securities, technological appliances, and retail industries.
The company entered into the electronics industry by the end 1960 and by the year 1970 the
company had seen a good amount of subsequent growth (Banihashemi, Khorshi and
Mohammadi 2020).
In the present date the company Samsung electronics is known for managing various
types of intermediary business organizations like Information Technologies, Consumer
Electronic market, chip maker and Samsung Heavy electronic Industries. The company is known
for having a strong and powerful influence on the political, economic, political, culture and
media development in South Korea. In a research work it has been found out that the GDP of the
company is equal to 17% of South Korea’s $1.082 Billion GDP. The company in the present date
is known for having its operations and sales network in more than 80 countries and is known for
employing on an average around 308,745 people from all over the world. The company is the
largest manufacturer of consumer electronic devices
The company is the largest manufacturer of various types of electronic components such as the
lithium ion batteries for various types of electronic devices, semiconductors, chips, image
sensors, camera modules, and flash memory devices for the client companies like Apple, Sony,

5THE MARKETING PLAN SAMSUNG SOSTAC
HTC and Nokia. The company gained much popularity with the world class range of smart
phones and its Samsung Galaxy Lineup (Alswine, Guo and Prabhu 2016). The company is also a
major vendor in the tablet version of computing devices and Android powered Samsung Galaxy
Tab collection.
Section 1:
Situational Analysis
Samsung Industry is mainly popular in the electronic devices market which is known for dealing
with a range of electronic devices like smart phone, tablet, computer, and various types of
household devices. It ranks among the top three when it comes to the smart phone market.
The company serves customers with diverse range of age group starting from the kids and
continues to the old aged. The company provides its customers with a range of technical
appliances and gadgets that serves every demographic.
Regarding the completion in the market, it can be said that the company faces great competition
from Apple, HTC, Motorola and One Plus in the smartphone market. It faces good competition
from companies like Haier, Philips and Sony in house hold devices.
The four main core competencies of Samsung Industries are creative people,
technological leadership among the competitors in the market, the innovative culture of the
company and as well as the customer value creation. The company believes that in order to get
hold of the loyal customers in the market, it has go through the market trends and analyze them
so that they can provide the customers with trendy gadgets and creative creations. Also
according to the author Chang, Zhan and Xiong (2019) it has been found out that the company is
capable of successfully growing in the market of semiconductors and security device chips

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which are much in demand. The company in order to get into the capabilities should try to get
hold of catchy technological acquisitions and entrepreneurial insight from top management.
In terms of current performance it has been reported in the company Annual Revenue for he
fourth quarter in 2019 that its profit has dropped in the memory chip development which is a
great weakness for the company. The memory chip were developed for the client companies
which were used in mobile phones and other electronic gadgets. This has eased the decline in the
overall earning of the company. However it has gained profit from the sales of the electronic
gadget and smart phone devices world wide.
SWOT Analysis
Strength
 Innovative designs – the company
offers a lot of handsets with
innovative design
 Integration of open source operating
system – the use of Samsung Exynos
chipset helped it to gain customers.
 Quality – it is known for providing
best quality among competitors.
Opportunities
 Market in developing countries – the
company should try to capture the
developing market by providing
unique products (Omer, 2019).
 Acquisition with new companies – It
will be helping the company to
develop better products in the market.
Weakness
 Low profit margin – The company
always keeps low profit margin
 Too large product diversification –
Large product distribution takes a lot
Threats
 The large number of competitors –
The large number of competitors in
the market
 People looking for quality – Samsung

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of work to give concentration to all. is known for providing a wide range
of product in the market, therefore in
the present date they should try to
incorporate quality in their product
which is important in the present date
(Jurevicius, 2018).
Section 2:
Objectives
The ultimate goal of the company is too stand tall in the electronic industry so as by providing
the customers with a variety of diverse products, thus satisfying the needs and demands of the
customers (Chu, 2017). However the mission statement of the company is to devote the human
resources and technology available with them in order to create a superior product and cater
better services to the customers. This will also help them to contribute in building a better global
society.
Talking about the corporate objectives of Samsung it can be said that the company
had around 36% operating margin the year 2018 (Alzahran and Dai 2017). And after various
types of research work it has been found out that the company is standing with 47% operating
cost by which it can be said that it is growing by looking into the profits earned over the years of
operation.
KPIs of Samsung – SMART objectives

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Few of the SMART objectives of the company are discussed below:
 Specific Goal for the company is to have a 5G network ready by the year 2021 which will
be in a way generating more than $400 billion for the company every year. Thus it will
pave the way for the company to get placed in the top 10 global enterprises among the
competitors in the business (Yoon and Ki 2019).
 Measurable objectives set by the company to account by releasing and gaining $500
billion revenue by setting up the 5G network all around the world.
 Attainable objectives will be create a brighter future so as by developing new and trendy
technological devices and gadgets which will create a good value for the future and
develop the core employees, industry partners and many more.
 Relevancy lies within the online business and promotion of business ideas and publishing
the thoughts in the social media and develop better customer relationship.
 Time bound objectives lies like the development of semiconductors and developing the
fastest 5G network globally will be taking the company almost a year time.
Section 3:
Strategy
In order to get into the top position as discussed in the previous section the company should try
to diversify its products and services with the help of STP that stands for Segmentation Target
Market and Positioning.
Segmentation as per the company stands like the demographics as per the age group. But
however the company is known for focusing its products and services as per the group age like
from middle aged groups. Teenagers and continues till the executive class. The company also

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segments its products and services according to the behavioral segments in the customers
(Sheppard, 2016). It also provides technological segmentation in the products like providing
various types of gaming tablets to the younger generation in the market and as well as providing
computerized based tablets to the executive and business class. The company is also known for
designing various types of conservative products and services on the attest trends and culture.
Regarding target market the company mainly targets trendy young people, professionals, large
businessmen and the common cell phone users in the market. It is only because the company
wants to serve all rather than just targeting the executive class.
Positioning Map
Income or
Psychological
profile
Flamboyant Sophisticated Traditional and
conservative
people
High net income
customer
Edge series,
Galaxy Note
series
Galaxy s6 and A
series
Galaxy J series
and Note 3
series
Middle class
customer
Galaxy Alpha
series
Galaxy M series Galaxy J series
and Note 3
series
Lower class
customers
Keypad Phones 5 Inch Screen
android J series
Galaxy J series
and Note 3
series

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Section 4:
Tactics
Competitive Strategy like being an effective market reader that is closely observing what the
market is and observing how fast it is developing and trending new products among others will
be helping the company to gain knowledge regarding other competitors in the market (Gardere,
Shari and Maman, 2018) . Therefore the strategy of being a good market reader will be helping
the company to utilize opportunities sin the market and develop new products.
Digital Strategy so as like providing various types of advertisement over the social media
application like Facebook, Instagram, Youtuve and many more. It will be helping the company
to gain more attractors and develop potential market.
Samsung Marketing Mix
 Product – Its products include consumer products, IT and mobile communication and
provide various types of device solutions
 Place – It includes various types of modern outlets owned by company, distributors,
online sales and services provider
 Price – Price of the products constitute the quality of the product and the potential of
market
 Promotion – The company promotes its products through direct marketing, online sales
and promotion and through the company owned showrooms
 Process – Regarding the process it can be said that the company is known for making its
operations as easy as possible that it makes optimum use of its resources and tries to give
the best to the customers

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 People – The company is known for targeting the young generation and as well as young
adults
 Physical evidence – the company is known for having its physical evidence in more than
80 countries globally.
Marketing Communication Mix
The marketing communication mix of the company is known for utilizing a number of
marketing communication channels as the print media advertising, sales promotion, events and
experiences which are shared through the public reaction events. According to the author
Beltrán-Carrillo and Elvira, (2019) in a research work it has been found out that the company is
known for using these types of media and as well as channels in an integrated manner in order to
promote and provide better customer relationship in the better future. Few of the communication
mix techniques are discussed below.
Advertising – Taking the aspect of advertising as a communication mix it can be said that print
and media advertising are the two means of marketing mix that is till used in the present date.
Therefore these are the most used traditional elements which are utilized by the Samsung
electronics industries (Verma, Tonkal and Tacco-Melendez, 2019). However one of the key
factors which has to be noted in case of Samsung electronics Industry is that it always made its
advertisements by making use of the specific products as the Galaxy S and the Note Series smart
phones. It has been seen that the brand does not advertise much in Samsung brand generally.
The most noteworthy media advertisement which was made by the company is the live
commercial product launch in the year 2018 with the Samsung Galaxy S9 and Galaxy S9 plus.
The devices were showcased and advertised on popular Jimmy Kimmel Live show in June 2018.