(a) Executive Summery (b) Current Situation Analysis (c) Companys’ Marketing Objectives (d) Swot Analysis (e) Marketing Strategy (f) Action, plan and program (g) Conclusion

2. Ekram
Islam
Ashraf
Ali
PArvez
Md. Tuhin
Talukdar
Md. ArifKamal
Md. Radwan
Hossain

4. Session 1

5. 1
Samsung
Samsung is a South Korean multinational
Conglomerate headquartered in Samsung Town,
Seoul, South Korea. It was founded in 1983 as
trading company by Lee Byung-chul. But now IT is
the world's largest information technology company

6. 1
Major Segment
Segmentati
on

7. 1
Major Segment (Cont’…)
TARGETING
Trendy young people.
Professionals.
Large businesses.
The common cellular phone users.
Organizations such as: services to
public safety, the government, and
both utility and manufacturing
enterprises.

8. 1
Major Segment (Cont’…)
Positioning
(i) It focuses more on the real margin which
comes from mid-to-high-end segments.
(ii) Samsung Concept Store.
(iii) Market making & category creation in small
towns.
(iv) Wider Care Network.
(v) Access to Samsung care line.
(vi) Pioneering in the 3G segment of mobile
phones.
(vii) Branded itself as a synonym for quality.
(viii) Created a Unique Brand Image for itself
as a high end value driven brand.

9. 1
Customer needs, Factors and
Purchasing Decisions
1.CulturalFactors
2.Social Factors
3.Geographical Factors
4.Personal Factors

10. Session2

11. Products (Mobile Devices)

12. Places, Price and Promotions
operational locations inKorea, the
UnitedStates, Europe, Asia, Africa,and
China.
operates inmore than 72countries
worldwide with 197offices
Price depends on the
services and features that
are provided
Thecompanyuses all five elements of
promotion; Advertising, Public Relations,
Sales Promotions, Direct Marketingand
Personal Selling.

13. Distribution Channels

14. Market Share
Major Competitors
1. Apple
2. Htc
3. Sony
4. Lumia
5. Others

15. Apple vs Samsung
Samsung
Apple VS

16. Sales and Revenues

17. Session 3

18. 1
Here are some objective that
need to be considered:
Maintain positively controlled
growth and development.
Generate marketing programs
that’s aim to penetrate other
markets.
Maintain the increased brand
awareness through promotions and
sponsorship.
Develop strategies that will
address customer feedback on
their products.

19. 1
Swot Analysis
Strength
1. Samsung has become a world known brand.
2. well diversified and different product line
to meet changing customer needs.
3.Design with an attractive styling of
products.

20. 1
Swot Analysis (Cont’...)
Weakness
1. Average prices of product seem to be a low quality products.
2. Not proactive introducing a new product.
3. Differences between cultural and language and lead the group
into conflicts.
4. Heavily investing into development of newer markets and not
focusing on any one of core competencies.

21. 1
Swot Analysis (Cont’...)
Opportunities
1. Product variation by producing unique
products and exciting products with
variety.
2. Open more stores more, more
customer.
3. Launch creative products with new
technology. Innovative products and
creative solution.
4. Offer additional services to retain

22. 1
Swot Analysis (Cont’...)
Threats
1. Legal war between Samsung and it’s competitors
such as Apple.
2. Technology changes rapidly.

23. Session4

24. Marketing Strategy
Samsung has a totally different
strategy from others
 IMPRESSIVE NEW FEATURES
 VARIETY Of PRODUCTS
 MARKET RESEARCH
 STRONG SUPPLY CHAIN
 QUALITY POLICY
 DEVELOP GLOBAL POLICY
Samsung’s main two strategies

25. Marketing Strategy (Cont’)…
 Achieve technological
leadership
Customer focus design
philosophy
Introduce fast to market
,innovative , differentiated
products
Premium brand experience

26. Marketing Strategy (Cont’)…
Masterbrandstrategyin conjunctionwithhare sub-
brand
Consolidationofadvertising dutieswithsingle
agency
Premium brandimage building
Focus ondigital marketing
Advancedmarketing& investment

27. Marketing Strategy (Cont’)…
Samsung’s Implementation strategy
•Developing an organization having potential of
carrying out strategy successfully.
•Disbursement ofabundant resources tostrategy-
essential activities.
•Creating strategy-encouraging policies.
•Employing best policies and programs forconstant
improvement.

28. Session5

29. Action, Plan and Program
Here's a simple example to help you
understand how an Action Program fits
together
Step1 –Collection
Step2 – Pruning
Step3 – OrganizingandPrioritizing
LaunchNewProductResearchourtargetmarkettoensure
advertising departmentwill hit theright tonewithproductroll out.

30. Action, Plan and Program
A. Contact major supplier to renegotiate contract.
B. Finish cost-comparison report.
C. Recruit NewOffice ManagerContact recruitment agencies
about advertising rates.
D. Ordernew desk and telephone.

31. Action, Plan and Program
E.
Speak with employer
about getting help
with funding.
F.
Produce cheaper
Smart-Phones and
Develop a unique
brand community

32. Session....