Southern Cross University: MKT00075 Marketing Plan Report - Samsung

This report provides a comprehensive analysis of Samsung's marketing plan, covering various aspects such as the current situation, objectives, target market, and marketing strategies. The report delves into Samsung's organizational structure, key objectives like expanding internet access, and its broad target market encompassing various product segments. It explores marketing strategies including positioning, product offerings, pricing, distribution, and promotion. The implementation section discusses Samsung's competitive advantage using Porter's model and cost leadership strategy. The report also includes a budget overview, and evaluation and control methods used by the company. Overall, the report offers a detailed examination of Samsung's marketing approach and its effectiveness.

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TABLE OF CONTENTS
Executive Summary 2
1. Current Situation 3
2. Objectives 4
3. Target Market 5
4. Marketing Strategies
4.1Positioning 6
4.2 Product Offering 7
4.3 Price 8
4.4 Placement 9
4.5 Promotion 10
5. Marketing Implementation 11
6. Budget 12
7. Evaluation and Control 13
8. References 14

Executive Summary
Marketing strategies are very fundamental in any organization as they promote competitive
advantage in an organization. Marketing strategies and programs are at the core of building
the brand equality of any organization (Dudin & Frolova, 2015). This is because it is through
marketing planning that the brand awareness and the right brand image are created for an
organization. There are several key marketing strategies and activities that organizations can
undertake in the course of their operations in an attempt to build equality into the brand as
well as get a competitive edge in the industry. Organizations weave their marketing activities
around essential programs such as distribution channels, product differentiation, pricing,
communication, and brand architecture in order to increase sales and profit (Menon,
Bharadwaj, Adidam & Edison, 2015). Marketing planning is equally important as it ensures
the goals and objectives of an organization are clear to staff members. This paper is a
discussion of the role of marketing plan in Samsung Corporation.

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1. CURRENT SITUATION
Just like any other business Samsung also has its own structure. This structure is
essential for addressing the requirements of the company, especially in the department
of innovation and creation. Samsung organizational structure features include
products divisions, division of geographical areas and corporate-based teams. These
teams are formed on the basis of the company’s functions in the management of its
operations. This feature is generally based on the necessity of networking (Chu,
2017). For instance, the company requires technology development from the research
carried out. Corporate teams of Samsung include the chief executive, operations,
finance, technology, accounting, security, marketing, global public policy and
information among many others.

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2. OBJECTIVES
To fulfil the marketing vision and mission statement, there is a need for the whole
world to be connected to the use of the internet. This is one of the major investment
projects by the Samsung Company. Connecting the whole world to the internet is not
as easy as it sounds since it has been challenging to the company despite its daily
campaigns all over the world. The methodology used by the company to solve this
issue starts from the fact that all issues or problems can be solved (Cha et al., 2015, p.
81). From the latest statistics, the population of earth is estimated to be roughly 7.2
billion and only 2.9 billion people are connected to the use of the internet. This
basically leaves just 4.3 billion people who are not connected to the internet. The
management claims that with the right innovation, connection to the internet
worldwide will be achieved. Samsung Inc. through a coalition with other technology
companies believes that through their partnership they will bring internet to almost
two-thirds of the whole population that lack the access to the internet.

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3. TARGET MARKET
Samsung is forever a superior group from several years and ongoing till now. They
are forever focus on their promotion policy to raise their sales day by day Samsung
has a broad variety of goods like mobile devices which include smart phones, tablets
and other mobile devices. 0n the other hand, they are also selling in home appliance
(such as refrigerators, air conditioners and many more), they are also selling television
sets and LCD’s as they are the biggest company of TV sets.

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4. MARKETING STRATEGIES
4.1- POSITIONING
4.2- PRODUCT OFFERING
4.3- PRICE
4.4- PLACEMENT (DISTRIBUTION)
4.5- PROMOTION
4.1 POSITIONING
Samsung is on top these days either we talk about any of the range they have maybe of
electronics or smart phone segment itself. Samsung is offering a huge range of the
products all over the world which fits in everyone’s budget. Samsung knows very well to
capture its customers of any age group. If a customer is of 20—30 years the company is
focusing to impress them with their style and uniqueness. If any customer is of mature
age or age between 30-60 years then definitely company is focusing on its technology and
reliability. Positioning is nothing but the face value of the company in the market
(Kafaeipour, 2015, p 733). Samsung uses their marketing mix strategy to make its
position number one all over the world. Product marketing supports it in a unique manner
as they have a huge and wide range of the products in all the segments, moreover price
strategy also helps them as they have a product in every range of price either in low prices
with less features or high prices devices with unique features. Samsung is all about taking
care of every client either it’s a small or big profitable to the company itself.

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4.2 PRODUCT OFFERING
Marketing is always on peak for Samsung as they have huge quantity of goods
range like home appliances or LCD’s or USB flash drives also. (Business news,
2013) In PRICE marketing Samsung is a market head in the smart phones
particularly as they are given that a bigger range of smart phones which are
starting from 5k to even 15 Lacs Rs Samsung constantly charge high total for their
goods specifically when they start on them with any new feature or style but,
when any of the opponent launch the same characteristic or way then, Samsung
always reduce the price of that item. This policy of Samsung is well known skim
policy where they must get high-quality and larger share of the customers
induction new smart phones before any of the opponent (Yun et al., 2019, p 27).
Samsung is receiving a good split and enlarged their sale very quick because of
place marketing also. Samsung straight deal with the retailer and their repair
dealer by this strategy only the service dealers are accountable for the business
and high rank sale.
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4.3 PRICE
Price is an important factor as it helps the organization to capture the maximum
share in the market. Samsung is offering its products at all the prices from lower
to higher range of products, It is all about taking care of all the customers either
they are high priority or regular level customers.

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4.4 DISTRIBUTION (PLACEMENT)
Place is an important aspect for any of the organization and Samsung utilizes it
very well. Samsung takes care of their counters personally and the direct dealers
so that their products should be available very easily at all the places and people
should not seem it difficult to find out any particular product.

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4.5 PROMOTION
Promotion is also important, and Samsung knows e in urban areas or villages through
newspapers and rollers where everyone is habitual with televisions or social media
like news etc. Launch of any new product is dependable on the age group and the area
of selling and promoting it very fast .Samsung is also offering demo or trial versions
to their dealers so that they can show it to their customers and grab 50 '1 -ood orders
in well advance.

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5 MARKETING IMPLEMENTATION
Samsung Inc. has strategies to ensure that the business is able to maintain its competitive
advantage in the social networking business based on the accessibility and efficiency on the
provision of its services. The approach used by the company for business growth is the
porter’s model for generic competitive advantage (Teimouri et al., 2016, p. 7). In this case, it
is clear that the strategy used by Samsung ensures that there is growth and competitive
advantage through the ease of access and the social network features to capture large share of
the markets, so as to address competition against other companies such as Twitter, snap chat,
Google which are well established in the social networking businesses.
Samsung strategies have insisted on market penetration to act as thrust to grow. The
strategies used by the company clearly align with the company’s strength which ensures the
company is able to maintain its position in the markets as one of the leading social
networking firms (chul, 2014). Samsung’s strategy supports the business through ease of
access by the customers and ensuring efficiency in the company’s operations. These
strategies make the Samsung website to be accessible more broadly worldwide leading to a
consistent growth of the Samsung's market position.
The strategy used by Samsung is the cost leadership competitive strategy. This entails
reducing the costs of doing the business. Minimizing the costs ensures that Samsung Inc.
reduces its costs appropriately. The company has ensured the provision of its online services
to global markets. The nature of Samsung ensures the company provides its online services
globally. For instance, the company has been able to maximize efficiency through the use of
computing technologies in the networking business (Jamali and Khan, 2018). The nature of
the business which is online enables Samsung reaches it users’ across the markets through the
use of the internet, therefore achieving the competitive scope of the cost leadership strategy.
This cost leadership strategy leads to achieving the objective of expanding the user base of
the Samsung online platform (Kimand Ko, 2010, p 63). By achieving these objective
company revenues are likely to increase by35% annually. Due to this competitive advantage,
Samsung will fulfil its other objectives by focusing on growing the number of persons using
Samsung which currently is estimated to be 2 billion users monthly.