[마케팅전략] 삼성 스마트폰 옴니아2 마케팅전략

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레포트 > 경제경영계열
2010.03.18
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[마케팅전략] 삼성 스마트폰 옴니아2 마케팅전략에 대한 자료입니다.

Summary

1.0 Product Introduction
2.0 Situation Analysis
2.1 Market Summary
2.1.1 Market Demographics
Geographic
Demographics
Behavior Factors
2.1.2 Market needs
2.1.3 Marketing Trends
2.1.4 Market Growth
2.2 SWOT Analysis
2.3 Competition
2.4 Product Offerings
2.5 Key to Success
2.6 Critical Issues
3.0 Marketing Strategy
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Markets
3.5 Positioning
3.6 Marketing Mix
4.0 Financial Report
4.1 Sales forecast
4.2 Expected income
4.3 Expense Forecast

본문내용

2.1.3 Marketing Trends

The market trend says that customers prefer to have more technical products that will make their life more comfortable. The Smartphone patron today is more requiring new design that will make a product different from others.

Compatibility: The compatibility of product is now preferred because customer can do their work with the different types of windows versions.

Applicability: With the applicability that Smartphones offer, customer can install variety types of program and download files. This will help workers do their work without using computer.

Speed and Convenient: Nowadays, people like to have a fast and convenient product like smart phone.

2.1.4 Market Growth

In 2007, the worldwide Smartphone market reached 150,000,000 products, and 211,000,000 in 2008. In 2012, 210,000,000 Smartphones are predicted on the market. In Korean market, 150,000 Smartphones were sold in 2007, and in 2008, two times more phones were sold. Therefore, many manufacturers are starting to provide Smartphones… Like Nokia, Rim, Samsung and so on do.

This trend can be explained because Smartphones are not only used by company workers, but also by student or other people. Because the access to internet is available everywhere, people start to feel the need of using a Smartphone in order to check the internet whenever they want.

These are the major reasons why the Smartphone’s market is growing so fast.

2.2 SWOT ANALYSIS

Strengths Weaknesses

 Samsung has captured the Korean market. It is available everywhere

 The product is positioned as number one and the products are very high quality (AMOLED screen)

 Product diversification.

 Strong ethics and social responsibility

 Brand reputation and international brand

 Very good design for the phone and loyal customer base

 Strong communication for the phone (in subway station)
 Battery of Samsung phone

 New on the market: weak brand recognition for the Smartphones

 Not that cheaper price
Opportunities Threats

 Emerging in international market to attract the customers

 New media and new channel of distribution with the internet

 Promotion only in internet for phone with subscription
 Competition with Apple Iphone

 Korea market is saturated

 Financial crisis

 Power purchase is low

 Price sensitivity of customers

Samsung is very famous for their high quality product especially for their phones and screens. Samsung has developed its technology, ability and skills all around the world. Samsung has received many rewards which show the company as a provider of very good quality. The company tries to innovate and use all its knowledge to produce the best product for the customer.

#마케팅전략 #마케팅 #옴니아 #삼성 #스마트폰 #스마트

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