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Samsung Mobile

Samsung Mobile

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Published by Zax Payne

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


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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
8C insights:
Category, still a “virgin”
unexploited terrain.
3.The strategic alternatives are :
Create a flexible screensmartphone only in the high end segment or Create a flexiblescreen smartphone in all segments.
Use an exclusivedistribution channel or sell the product through all existingchannels.
Charge High Prices or Charge Normal Prices.
4.The recommendations are :
Create a flexible screen smartphone only in the high endsegment.
Use an exclusive distribution channel.
ChargeHigh Prices/ Skim pricing strategy.
GE McKinsey Matrix for Smartphones
Unattractive Average AttractiveWeakAverageStrong
DisinvestPhasedWithdrawalDouble or quitProceed withcareProceed withcare Try HarderCashGeneratorGrowthLeaderLeader
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.

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