Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
1Activity
0 of .
Results for:
No results containing your search query
P. 1
Samsung Mobile

Samsung Mobile

Ratings: (0)|Views: 342|Likes:
Published by Zax Payne

More info:

Published by: Zax Payne on Feb 06, 2013
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PPTX, PDF, TXT or read online from Scribd
See more
See less

02/06/2013

pdf

text

original

 
Samsung Mobile
Marketing Strategic PlanBy Zaki KrichiProfessor : Marco Protano
 
Executive Summary
1.The strategic opportunity is:
the “virgin” flexible smartphone
market with 30% lower cost than the ordinary smartphone market,with a 9 months time advantage for samsung compared to thecompetitors who are planning to launch their products in the Q2 of 2014.
2.Critical P
rotano’s
8C insights:
Category, still a “virgin”
unexploited terrain.
3.The strategic alternatives are :
 Product:
Create a flexible screensmartphone only in the high end segment or Create a flexiblescreen smartphone in all segments.
 Place:
Use an exclusivedistribution channel or sell the product through all existingchannels.
 Price:
Charge High Prices or Charge Normal Prices.
4.The recommendations are :
 Product:
Create a flexible screen smartphone only in the high endsegment.
 Place:
Use an exclusive distribution channel.
 Price:
ChargeHigh Prices/ Skim pricing strategy.
 
GE McKinsey Matrix for Smartphones
 
Unattractive Average AttractiveWeakAverageStrong
DisinvestPhasedWithdrawalDouble or quitProceed withcareProceed withcare Try HarderCashGeneratorGrowthLeaderLeader
Category
The Smartphone Market is very attractive, market studies recorded a growingdemand in this category , In the fourth quarter of 2012 smartphone salesrecorded a36% growth.
The Market Potential is
225million Units,55%penetrated (123,75million units)
 
 
The Category is
: Communication devices supporting apps
 .
The growth of most technology markets slows rapidly once the50%penetration is reached
36% growth rate maysound like a big number,but it was 3 points belowthe projected 39%. Ayear earlier, smartphonegrowth was 55%, farabove the 40% growthfirms had projected.

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->