marketing plan

Samsung 46-inch Flat LCD Television

Marketing Plan

I : Executive Summary

The global consumer electronics industry has been gaining a significant market share , most specifically the video sector , which accounts to majority of the revenues that are earned by the aforementioned . One of the leading companies in terms of its sales and revenues is Samsung The company ranks as second to Sony in terms of global sales and profit .This marketing plan primarily focused on strategic plans in which Samsung can further improve its profitability and maintain its favorable brand equity . More

specifically , the goals of the marketing strategy are the following

To know how Samsung 's 46-inch Flat LCD televisions will gain a strong position in the global market

To know what product strategies that Samsung could implement in terms of introducing its 46-inch LCD Flat LCD televisions

To know what could be the pricing strategies that Samsung could implement in terms of its closest pricing competitor

To know what could be improved in terms of Samsung 's distribution strategy most specially the technology that could be used on their logistics program

To know what are the communication strategies that Samsung could employ amidst all of its issues that its currently facing

To know what type of marketing research that the company could do in relation to the communication strategies that are necessary

To know what additional researches that could be done in to assure profitability and

To know what could be added in to enhance the marketing organization structure of Samsung

In to identify what plan will work best for the organization the marketing plan looked on the strengths , weaknesses , opportunities and threats (SWOT analysis ) of the aforementioned . The strengths of the company are : Diversified operations , Strategic alliances , and Strong focus on R D . On the other hand , the weaknesses of the organization are : Patent dispute and loosing market share due to Counterfeiting . In relation with this , the perceived opportunities for Samsung are Increasing demand for digital technology , Opportunities in China Positive outlook to the household appliances market , and Growing digital media . Finally , the threats of the organization are the : Vulnerability of the telecommunications industry , R D failures and patent protections Rising environmental concern , and Consolidation in the steel industry

From Samsung 's SWOT analysis , product positioning , product strategy price strategy , distribution strategy , marketing communications strategy , marketing research , additional researches and marketing organization strategies were formulated . Samsung 's action program includes the following proposals : Market Research , Creation of a Marketing Campaign , Re-pricing , Production on Countries with Cost- Effective Labor , Improvement on R D , Integration Department for all offices , Distributor Protocols , creation of a Crisis Management Team and finally regular focus group discussion and customer surveys

II : Current Marketing Situation

2 .1 Market

The consumer electronic market is primarily comprised of sales that are derived from the sale of various audio , video and games console products that are intended to be used at home . On the other hand , the audio sector is comprised of hifi systems...