[마케팅] 삼성 옴니아 실패와 애플 아이폰 분석(영문)

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2011.03.04
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[마케팅] 삼성 옴니아 실패와 애플 아이폰 분석(영문)

무선망 전면 개방화

아이폰(i-phone) 마케팅전략

[국제마케팅] i phone(아이폰) 마케팅 전략

[마케팅 조사론] 삼성 스마트폰 갤럭시S 마케팅 전략

[마케팅] 조사계획서-LG의 스마트폰 시장 실패에 관하여

[기업경제학] 순차적 게임을 통한 KT와 삼성전자간의 갈등분석

글로벌 기업 삼성전자의 성공요인과 향후 전망

소개글

[마케팅] 삼성 옴니아 실패와 애플 아이폰 분석(영문)에 대한 자료입니다.

목 차
A. Introduction

1. Past domestic mobile phone market's environment

2. Impacts of I-Phone's appearance on the Korean domestic mobile phone market

3. Objectives of the report

2.Subject
1.Samsung's actions against the launch of Apple's iPhone in the Korean mobile market.
(1) iPhone's plan to enter the Korean mobile market was delayed.

(2)SAMSUNG's media manipulation.

2.SAMSUNG's Omnia was launched when IPhone's penetration in the Korean market was started.
2-1.SAMSUNG's the first round against Iphone by releasing the Omnia A.

2-2.The comparisons between Iphone's SWOT analysis and Omnia's SWOT analysis.
IPhone 3GS

Strength

Weakness

Opportunities

Threat

Omnia 2

Strength
Weakness
Opportunities
Threat

4p analysis for Omnia and iPhone

4p analysis for iPhone of Apple
(1)Product

(2)Price

(3)Promotion

(4)Place

4p analysis for Omnia of Samsung

(1)Product

(2)Price

(3)Promotion

(4)Place

The popularity factors of iPhone in Korea's domestic market
3GS

Strategies for winning the war, Galuxy-s' counter attack.

Conclusion

References

본문내용

2. Impacts of I-Phone's appearance on the Korean domestic mobile phone market
iPhone opened up a new era of domestic smartphone market by expanding the market for the smartphone.

1) Immediately after iPhone was introduced into the market, the sales of smartphone increased from below 3% to 18.9%. So smartphones account for a huge portion of domestic mobile phone market. It means that iPhone resulted in the rising of total smartphone market.

2) By companies' efforts to release a competitive smartphone, 'Cellphone market Galapagos(which means isolation and closure)' that was absolutely for feature phone was solved. IPhones were a trigger of expanding the domestic smartphone market. So the types of the released domestic smartphone significantly increased from 13 in last year to 43 in this year.

[The status of main strategy and kinds of released cellphone
for domestic smartphone release]
Agency
Main strategy
The number of released model(year)
SKT
- smartphone user goal: 2 million people
- smartphone's proportion: 40% of the total volume
- Android: more than 90% of the total volume
6(2009)→20(2010)
KT
- smartphone user goal: 1.8 million people
- expansion of line-up
- smartphone's proportion: 20% of the total volume(increase of Android percentage)
6(2009)→13(2010)
LGT
- smartphone user goal: 0.8~0.9 million people
- smartphone's proportion: 30% of the total volume
- increase of a low-cost Android (cooperation with LG Electronics)
1(2009)→10(2010)

참고문헌

References

The Korea economic daily 2009,2010
Mediatoday 2010
The Maeil business newspaper 2010
The Kyunghyang newspaper 2009
MK News 2009
ROA Group 2006
The New daily business newspaper 2008

Apple's law
Nobuyuki Hayashi 2008
Marketing strategies
Sangman Han, Youngwon Ha, Daeryun Jang 2007
Hightech Marketing
Sanghun Kim 2010

#아이폰 #옴니아 #삼성 #애플 #마케팅

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