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분야
hwp1. Executive Summary
2. Situation Analysis ( SWOT assessment, STP)
- SWOT assessment
(1) Strengths
(2)Weaknesses
(3) Opportunity
(3) threat
-Market Size & Growth
(1) Global Smart Phone Market
(2) Korea Smart Phone Market
-STP Strategies
(1)Segmentation
(2) Target
(3) Positioning
3. Objectives
(1)Sales
(2)Market Share
(2)Due Date
4. Marketing Strategy and Tactics (4P's)
(1) Product
(2) Price
(3) Place
(3) Promotion
5. Financial Schedule
6. Annual Timetable
7. Evaluation
One of the biggest weakness of Samsung is they don't have the strategic model. This is not only Samsung's problem, but the problem is Apples's Iphone, HTC's HD2, RIM's Blackberry are all strategic models that is preoccupying the current market. Another weakness is Samsung's design. Apple's Iphone is popular for its simple design, and HTC and Blackberry are launching distinctively design smartphones. However, looking the past smartphones of Samsung, from AMOLED to Omnia and to Galaxy A, it shows standardized line of phone. Samsung's trend of releasing phones frequently is a weakness. They advertise the latest and state-of-the-art product, but in few months, newer phone is launched and the existing one becomes a cold rice.
(3) Opportunity
The trend of smartphone becoming popular to people is an opportunity. It is said that domestic smartphone users are already exceeded 2.2 million people. Domestic smartphone market is now growing, but smartphone market in overseas has already grown. Another opportunity is Samsung's growing market share on smartphone market. They sold 227million of smartphones globally. This is only a half
-Google search
http://www.freeswotanalysis.com/telecommunication-companies-swot-analysis/10-samsung-swot-analysis.html
-Samsung's homepage
http://www.howtolivesmartgalaxys2.com/
-Naver search
http://blog.naver.com/trigun1890?Redirect=Log&logNo=60132052859
http://rodman51.tistory.com/695
http://donghwada.tistory.com/36
http://blog.naver.com/kimth465?Redirect=Log&logNo=120131647607
http://bastof.co.kr/929
