Marketing Plan for Samsung Smartphone: South Africa Market Analysis

This report presents a comprehensive marketing plan for Samsung smartphones, specifically targeting the South African market. The analysis begins with an introduction highlighting the significance of effective marketing in the competitive smartphone industry, particularly in light of Samsung's advancements in 2017. The report delves into the target market characteristics, examining psychographic perspectives (lifestyle and values) and behavioristic segmentation (loyalty and purchasing behavior) of Samsung customers. It further explores the impact of the external environment, including economic, socio-cultural, and technological factors, and internal consumer decision-making factors such as personality and attitudes. The marketing campaign objectives are clearly defined, focusing on increasing social media presence and boosting business revenue. The extended marketing mix, encompassing product, price, place, promotion, packaging, people, and positioning, is thoroughly discussed. The report concludes by emphasizing the potential of the marketing campaign to strengthen Samsung's market position through innovation and customer satisfaction. References and bibliography are included to support the analysis.

Running head: MARKETING PLAN
Marketing plan
Name of the student
Name of the university
Author note

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Table of contents
Introduction......................................................................................................................................3
Question 1........................................................................................................................................3
1.1 Target market characteristics based on psychographic perspectives.....................................3
1.2 Target market characteristics based on behavioristic segmentation perspectives.................4
Question 2........................................................................................................................................5
2.1 Impact of external environment.............................................................................................5
2.1.1 Economic........................................................................................................................5
2.1.2 Socio-cultural..................................................................................................................5
2.1.3 Technological.................................................................................................................5
2.2 Internal consumer decision making factors...........................................................................6
2.2.1 Personality......................................................................................................................6
2.2.2 Attitudes..........................................................................................................................6
Question 3........................................................................................................................................6
3.1 Marketing campaign objective..............................................................................................6
3.2 Extended marketing mix........................................................................................................8
Question 4........................................................................................................................................9
Conclusion.......................................................................................................................................9
References and bibliography ........................................................................................................10

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Introduction
Effective marketing practice plays the significant role in terms of ensuring noticeable
position of an organization in the competitive business environment. It is true that the year 2017
had brought huge opportunities in the world smart phone industry (Naidoo 2017). In the same
year introducing tough screen function in the market, Samsung has brought significant impact on
the industrial design. The purpose of this study is to develop a marketing plan for introducing an
effective marketing campaign for ensuring customer satisfaction in the market.
Question 1
1.1 Target market characteristics based on psychographic perspectives
Psychographic characteristics: lifestyle and values
Samsung customers’ lifestyles
1 In the demographic segment, mostly the upper and lower middle class people will
be targeted by the company, who has standard income ability as well as has the
price sensitive characteristics.
2 In the geographic segment, the urban area based customers are being targeted by
the company, who are technology freak and aware of innovation.
Samsung customers’ values
1. Analyzing the customer value of the company it has been identified that the company aims
to become the leading electronic device manufacturing organization by devoting the
technology as well as human resource. Introducing the superior services as well as products in
the market the company aims to ensure better engagement of community. In that case, it can

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be said that targeting both the emotional as well as psychological appeal of the customers the
company aims to develop its strong value on customers mind.
2. Examining the business philosophy of the company, it has been identified that introducing
the technological up gradation in the market, the company aims to introduce its services to the
global customers with the assurance of long term sustainability. Due to its technology and
service quality, customers with technological interest are being targeted. In that case, the
marketing strategy of Samsung will prefer to target the technology freak and long term users.
1.2 Target market characteristics based on behavioristic segmentation perspectives
Behavioristic characteristics: loyalty and behavior patterns
Samsung customers’ degree of loyalty
1 In case of Samsung, the company has gained high customer loyalty by introducing
its long term benefits in the market.
2 Providing extra reward for the loyal customers, Samsung introduced different
payment plan for satisfying the customers demand.
Samsung customers’ purchasing behavior
1. In order to develop the marketing campaign Samsung will target the people who is aware of
the brand popularity of this company. Mostly the brand conscious people will be targeted for
the campaign.
2. On the other hand, people who are fond of technology and prefer to use innovative products
within reasonable price will be targeted by the company.

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Question 2
2.1 Impact of external environment
2.1.1 Economic
Analyzing the economic situation in South Africa, it has been identified that in the year
2016, due to inefficient government bureaucracy as well as shortage of skilled labors, it can be
challenging for the Samsung to ensure its future growth in the market (Shaw and Luiz 2018). On
the other hand corruption as well as political instability in this country and restrictive labor
regulation can bring negative impact on the growth process of Samsung.
2.1.2 Socio-cultural
It is true that the socio Cultural environment in South Africa follows the rapid
epidemiological transition. Due to the improper infrastructure in this country, Poverty has
become the common issue in this country (Naidoo 2015). Women’s economic dependency in this
country has negatively impacted on the living standard of people. In this situation, it can be
assumed that with the socio cultural situation in South Africa can bring the negative impact on
Samsung and reduce its customer base, as it has targeted the upper and lower middle class
people.
2.1.3 Technological
It is true that after the year 2015, South Africa has brought noticeable impact in the
Global innovation Index. Due to its large customer segment as well as lower threats from
competitors, large numbers of organizations can enter in the country (Naidoo 2017). As its result,
the business environment can get competitive, which can create pressure on Samsung to
introduce rapid innovation.

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2.2 Internal consumer decision making factors
2.2.1 Personality
Depending on the set of human characteristics, the purchasing behavior of the customers
gets influenced. It is true that based on psychological variables the decision making process of
the customers get affected. Depending on the behavioral characteristics, beliefs, values and
attitudes of the customers get affected. In order to drive the customer purchasing decision
making process, the campaign can targeted the price sensitive as well as technology friendly
customers, who research al lot before purchasing any product in the market. The people who
prefer both the brand image as well as quality sensitive, will be targeted by the company.
2.2.2 Attitudes
Analyzing the attitudes of the smart phone users, it has been identified that mostly the
middle class and lower class people, prefer the buy the smartphones. As the company is going to
launch premium quality of product in little high range, in that case, the middle class people who
appreciate the innovation as well as luxury, will be targeted by the company. In this campaign,
Samsung will focus on targeting the people who have positive attitude towards innovation and
are also quality sensitive.
Question 3
3.1 Marketing campaign objective
Objective 1: To ensure strong existence in the social media platforms with increasing numbers of
viewers
Specific The goal is specific as it has focused on increasing the
numbers of visitors in its campaign page

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Measurable Depending on the numbers of likes as well as visitors per
hour in the campaign page, the goal can be measured.
Achievable The goal can be achievable as designing an attractive
campaign page on social media, the numbers of visitors can
be increased.
Realistic The goal is realistic as in the current marketing trend, social
media has become the important contributor in the market.
in this situation, most of the smart phone users as available
on different social media platforms, which can be able to
available on the social media page.
Timely In order to achieve the goal 6 months will be required.
Objective 2: To develop strong relationship with the customers to increase business revenue 5%
within coming 2 years.
Specific The goal is specific as it has focused on developing the
internal communication with the customers.
Measurable Depending on the numbers of likes as well as financial
report of the company, the goal can be measured.
Achievable The goal can be achieved by introducing the 24hrs support
team for dealing with the quarries of the customers.
Realistic The goal is realistic as introducing different discounts as
well as reward offers, it can be easier for developing good

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relationship with the customers.
Timely In order to achieve the goal 6 months will be required.
3.2 Extended marketing mix
Product
Introducing the world wide 34 research and development enters, Samsung has engaged
itself in the new product development process. Introducing the touch screen as well as heart rate
sensor with Iris scanner, Samsung has improvised the quality of its product in the market.
Price
Analyzing the pricing strategy, it has been identified that the company has introduced
competitive pricing strategy in the market. Using the product line pricing strategy, Samsung has
created various quality levels of products so that large numbers of customers can be able to
purchase the products (Muroyiwa, Abratt and Mingione, 2017).
Place
Both the online and offline distribution strategy is being introduced by Samsung in the
South African market. Following the indirect distribution strategy, the products of the company
are being sold by using different Samsung stores and others retailers.
Promotion
Promotion can be considered as the important part in marketing mix. In order to
introduce its products in the market, different social media platform such as Facebook, twitter

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and Instagram can be used by the company. Not only the online campaign, but also different off
line campaigns are also being introduced by the company.
Packaging
In order to increase its sales, introducing the innovative looks of its products by adding
headset along with the charger, the products are being introduced in the market (Naidoo 2015).
People
Involving the stakeholders as well as suppliers, the company tries to maintain its human
resources as the important contributor in its growth process.
Positioning
The company has positioned itself in high price and high quality for the particular
product. Introducing the attractive features it has aimed to establish its competitive position in
the market.

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Question 4
Conclusion
In this study, it can be concluded that through the introduction of the marketing
Campaign Samsung can be able to ensure its standard position in the market. By continuing this,
it can also be said that adding standard features as well as innovation ideas in its products, the
company can be able to ensure its sustainable position in the market.

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References and bibliography
JAIN, M.K., 2017. An analysis of marketing mix: 7Ps or more. International Journal of Advance
Higher Education Research & Development, 1(7).
Loo, P.T. and Leung, R., 2018. A service failure framework of hotels in Taiwan: Adaptation of
7Ps marketing mix elements. Journal of Vacation Marketing, 24(1), pp.79-100.
Luo, A., Roach, S. and Jiratchot, C., 2015. The effect of the 7Ps of the marketing mix on air
freight customer satisfaction and repurchase intention. Journal of Supply Chain Management
Research and Practice, 9(2), pp.28-36.
Mohammad, H.I., 2015. 7PS marketing mix and retail bank customer satisfaction in northeast
Nigeria. British journal of marketing studies, 3(3), pp.71-88.
Muroyiwa, O., Abratt, R. and Mingione, M., 2017. The effect of vertical brand extensions on
consumer-brand relationships in South Africa. South African Journal of Business
Management, 48(1), pp.1-10.
Naidoo, S., 2015. Exploring the opportunities of an Africa-based system of innovation.
Naidoo, S., 2015. Linking the South African system of innovation with the rest of Africa:
exploring challenges and opportunities.
Naidoo, S., 2017. Understanding the role that brand communication plays in influencing brand
reputation from a consumer perspective against the Urde and Greyser Corporate Brand Identity
and Reputation Matrix: Samsung South Africa (Doctoral dissertation, The IIE).
Saidani, B. and Sudiarditha, I.K.R., 2019. Marketing Mix-7Ps: The Effect on Customer
Satisfaction. Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB), 7(1), pp.72-86.

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Samani, F.S., Hashemi, S.M., Shahbazi, V. and Sarhadi, H., 2017. INVESTIGATING THE
RELATIONSHIP BETWEEN MARKETING MIX ELEMENTS (7PS) AND IRANIAN EFL
LEARNERS’CHOICE OF LANGUGAE INSTITUTIONS. European Journal of Foreign
Language Teaching.
Shaw, B. and Luiz, J.M., 2018. The impact of distance (external) and organizational factors
(internal) on the knowledge chain of multinational corporations: South Africa as a host
country. Thunderbird International Business Review, 60(3), pp.295-311.