Samsung Wave-Ii Marketing Plan

pic Samsung flap-II Smart Ph matchless trade Plan and strategy Principles of Marketing EIB-507 Prep bed By MD. Ashif Hossain Roll-80104045 International Business, EMBA University Of Dhaka Prep ared For MD. Kamal Uddin,Ph. D interrelate Professor Executive summary Mobile phone, which is defined as a high engineering science electronic harvest, is popular all over the world. Bangladesh moldiness be one of the biggest martplaces for those bustling phone makers.As a leader in ready telecommunications food securities industryplace, Samsung has its scientific pipeline strategy that leads to success, and pays a spectacular attention to the market of Bangladesh. Based on the Bangladesh mobile phone market, this written report analyzes Samsungs origin strategy to show reason of Samsungs success. The business strategy includes the strategic intent, the competitive strategy and marketing mix. The strategic thought of Samsung is to take the expect-side strategy. Samsung subd ivides the whole market into several objective markets according to the researches or so the partialities of different individuals.And then different types of mobile phones are put into the market aimed at attracting different consumer groups. The competitive strategy of Samsung is to better the modernistic powerfulness to win the competitive advantage. Strong technological innovation ability obliges Samsung plump for in the forward role of mobile industry all the time, and characterized this put up by a special vitality. And the marketing mix of Samsung is to use the combine marketing strategy including product, price, promotion and place.It values the construction of a grime, the penchant of its products and pays a lot of attention to technology improvement. It increases the sales through and through stark naked advertisement, presentation to the celebrities and large-scale entertainment. Current Market Situation Increasingly, we are detect that handsets are followin g the pattern of typical consumer electronics the trend is toward phones with improved features at lower prices. Simultaneously, there are more manufacturers who testament deliver tuppenyer handsets to puzzle the mass market.Multifunction cell phones, e-mail devices are increasingly popular today. fortune screen door phone is very(prenominal) overmuch attractive because it is Very much easy to use and bulk can array the website interchangeable they browse in a laptop computer. Competition is therefore more intense. So it is easily visible that there testament be massive demand for such phones in the future. To gain market parcel of land in the moral force environment, Samsung moldiness carefully target Specific segments with features that deliver benefits valued by each customer group. Market Description Samsung thrill II steer pad phones primary target consumers are four-year-old people.It is very much attractive for student because of its wide occupy screen which c ould be used as a hand Held palmtop. It documentations Wi-Fi technology so people can transfer their documents and other important appoint through this phone like a workstation. In the prospect of Bangladesh people can easily monitor the Stock market movement through its high-speed Internet technology. opposite users are entrepreneurs and professionals. It is very much cheap in equalise with an apple I-phone. Product Review The Samsung Wave II S8530 (or Samsung Wave II) is the Successor f Samsung Wave S8500 trendyphone running the bada 1. 2 operating system designed by Samsung, which was commercially released on October, 2010. 123 The Wave is a slim touchscreen phone powered by Samsungs Hummingbird CPU (S5PC110), which includes 1 gigacycle per second ARM pallium-8 CPU and a powerful built-in PowerVR SGX 540 artwork engine, Super LCD screen and 720p high-definition picture show capture capabilities. Our Product Samsung Wave II smart phone finish upers the following standard f eatures With a bada 1. 2 operating system Hardware features Calling The speakerphone is great.It was very loud and clear. assembly calling was also easy. Once youve placed your second call, an icon appears to host the two calls. It can connected 20 calls at once and had no trouble swapping and dropping individuals from the conference. Design The phone is made of mostly alloy alloy and is measured at 10. 9mm thick. In monetary value of form factor, it is a slate style featuring only 3 physiologic justtons on the front call, reject/ shutdown, and main menu button. The ergonomically designed be also makes it more comfortable to hold. Screen The screen is a 3. -inch (94mm) capacitive touchscreen Super LCD with an anti-smudge oleophobic coating on top of the scratch-resistant tempered-glass (Gorilla sparkler Display) touch panel which has been shown to be capable of resisting extreme friction (scratch-resistant). The screen resolution is 800480 WVGA. 4 Processor The phone featur es a 1GHz SoC,5 which internally contains an ARM Cortex A8 CPU core that is identical to the ARM Cortex CPU core used in Apples A4 megabucks on package SoC. 67 The Phone graphics engine is SGX 540 which is said to be capable of generating 90 million triangles per second (same as the SoC used on the Samsung Galaxy S).And 512MB tup (same hardware as Samsung Wave S8500). Camera The phone features a 5 megapixel which supports 2592 x 1944 pixels, along with autofocus, direct flash, Geo-tagging, face, blink detection, image stabilization, touch focus,etc. opposite than these features it has various shooting modes such as beauty shot, smile shot, continuous, tantrum and vintage shot. As a camcorder it is able to shoot 720p HD landing (1280720) at 30FPS with flash. As well as this, it is also able to record slow motion video (320240) at 120FPS with flash. Other featuresOther feature includes A-GPS, 2GB/8GB of internal warehousing with a microSDHC slot for an additional 32GB. It also has a magnetometer, a proximity sensor, an accelerometer, 5. 1-channel surround sound Mobile Theater, music recognition, a humbug call serve up, smart search, Social Hub and it is the first phone to support saturninetooth fluctuation 3. 0. In addition to Bluetooth 3. 0, the phone also features Wi-Fi 802. 11 b/g/n, HSDPA 3. 2Mbit/s and HSUPA 2Mbit/s. This phone is available with both European/Asia 3G bandings and the North American 3G bandings.Software Features User Interface The phone is one of the few smartphone to feature the Samsung bada operating system platform. The UI is Samsungs own Touchwiz 3. 0. Touchwiz 3. 0, like the 2 predecessors (Touchwiz 2. 0 and Touchwiz), utilises widgets. The 3 most notable widgets pre-installed in Touchwiz 3. 0 are Daily Briefing (which includes all essential information such as weather, finance, AP mobile news and schedule), Feeds and Updates and Buddies now (which allows users to call, send texts to and read Facebook/Twitter feeds off their favourite contacts).Users are allowed to obtain up to 10 homescreens to add widgets. Applications In terms of Internet Browser, Samsung Wave is pre-installed with Dolphin Browser v2. 0 (based on WebKit). While this browser supports Flash it is disabled by default to improve page load time. By default, the phone comes with Picsel Viewer which is capable of variant . pdf and Microsoft Office file formats. Users from selected countries can sully and download Picsel Office editor from Samsung Apps. As for Samsung apps, users can also download applications, games and widgets from the application store.Other software includes the GPS software that comes with this phone (LBS R let oute 66), Palringo IM, Facebook, Twitter, social hub, mini diary, daily briefing, memo, video player, FM radio, media browser, voice recorder, e-mail and pre-installed asphalt5. Media Support MP3, AAC, AAC+, e-AAC+, WMA, AMR, WAV, MP4, FLAC, MPEG4, H. 263, H. 264, WMV, AVI, DivX, XviD, MK Competitive OVERVIE W Players There are currently four tiers of players in the handset market course 1 Nokia, Samsung and Apple Tier 2 Motorol and Ericsson Tier 3 Alcatel, Siemens etc Tier 4 the restNokia swept into the market, overtaking both Motorola and Ericsson to achieve the largest handset sales during 1998. Samsung after a brief struggle against Nokia and apple in the end got a large share of customer. The failure of Motorola to move from analog to digital and of Ericsson to pursue fashionable designs enabled Nokias market position to improve. Since then, both Motorola and Ericsson lead been aggressively playing catch- up, attempting to leverage their strengths in technology and semiconductors to attack Nokias share in the overall world market. Tier 3 companies give to a lower-end, lower-margin market.Relative lack of economies of scale, product range, and brand equity make market dominance or even parity a very difficult challenge for these smaller players. However, Samsung with its ne w stylish design and technology is well positioned in the emerging smart phone market, and is capable of grim the larger two companies (nokia and apple). Compare between Samsung Wave-II and I-phone Because the large chunk of market segment who prefers Smartphone is captured by the apples I-phone. We should have a finish up knowledge what the i-phone offers as well as Samsung wave-II pic pic Features Apple I-phone Samsung Wave-II Overview Touchscreen, Scratch resistive Oleophobic Surface, LCD Capacitive Touchscreen,Scratch Resistant Oleophobic Multi Touch arousal Method, Three Axis Gyro Sensor, Surface,Accelerometer Sensor for Auto-rotate, MicroSIM card support only, 5 MP Camera, TV-out, Handwriting recognition,Multi-touch Input Method,5 MP Audio/Video player, selective information Transfer 3G, EDGE, GPS, Camera,MP4 Player,Stereo FM Bluetooth, Wi-Fi, HTML Browser, Google Maps radio,TV-Out,3G,EDGE,GPS,Bluetooth,Wi-Fi ,HTML Browser,Bada OS Operating System iOS 4 (based on Mac OS) Bada OS 1. Processor Speed 1 GHz ARM Cortex-A8 processor, PowerVR SGX535GPU, ARM Cortex A8 1GHz processor Apple A4 chipset 2G communicate GSM 850 / 900 / 1800 / 1900 GSM 850 / 900 / 1800 / 1900 3G meshing HSDPA 850 / 900 / 1900 / 2100 HSDPA 900 / 2100 Dimensions 115. x 58. 6 x 9. 3 mm 123. 9 x 59. 8 x 11. 8 mm Weight 137 g cxxxv g Display Size 3. 5 inches, LED-backlit IPS TFT, capacitive 3. 7 inches,Super have LCD capacitive touchscreen, 16M touchscreen, 16M colors colors Resolution 640 x 960 pixels 480 x 800 pixels Music Player MP3 ,WAV,AAC, AIFF, AAC Protected, MP3 VBR,Audible MP3/WAV/WMA/eAAC+ player (formats 2-4),Apple Lossless, Music play-Up to 40 hours Radio No Stereo FM radio with RDS, FM recording Camera 5 MP, 2592 x 1944 pixels, autofocus, LED flash, 5 MP, 2592 x 1944 pixels, autofocus, LED flash supplemental video calling camera over Wi-Fi only Video emailprotected, LED video light, geo-tagging,Video emailprotected,Video Player-MPE G4, H. 264, MOV Player-MP4,MKV,H. 263,H. 64,WMV,Xvid,DivX Internal 16 GB storage 2 GB storage Slot micro sd No microSD up to 32GB, 2GB card include Battery Standard battery, Li-Po 1420mAh Standard battery, Li-Ion 1500 mAh Talk Time Up to 14 h (2G) / Up to 7 h (3G) Up to 13 hours Blue Tooth v2. 1 with A2DP v3. 0 with A2DP USB v2. 0 microUSB v2. 0 GPRS discriminate 10 Class 10 EDGE Class 10 Class 10 wireless fidelity & Wifi Wi-Fi 802. 1 b/g/n Wi-Fi 802. 11 b/g/n 3G HSDPA, 7. 2 Mbps HSUPA, 5. 76 Mbps HSDPA 3. 6 Mbps HSUPA, 2 Mbps GPS Yes, A-GPS support A-GPS support, Samsung Mobile Navigator Document viewer Yes(dont support Microsoft package) Yes(pdf,word,XL) set per unit BDT 55000/- BDT 20000/- Samsung Wave-II SWOT ANALYSIS Strengths Having the advanced technology over the competitors in the mobile phone industry Decentralized companionship structure, innovative and fictive employees and Charismatic strong leader One of the best market leadership in the mobile industry Strong brand name and company image in the spheric market Has its own manufacture and network Product innovation Economy of scale Weaknesses Complacency and arrogance some(prenominal) customized operator-specific handsets Few alliances, company sticks to its standing in the market, do not fate to cooperate with the operators Opportunities The emerging market in unwraping countries, such as China, India, Bangladesh The emerging market for high-end mobile phone such as business user phone Threats Facing more new competitors, especially from Asia Stronger purchaser power from the network operators Lost market share Strong rival in mobile industry ObjectivesWe have set aggressive but achievable objectives for the first and second years of market entry. First-year objectives During the Samsung wave-II sign year on the market, we are aiming for a 40 share share of the Bangladesh smart phone market through unit sales tawdriness of 1,00,000 units. Second-y ear objectives Our second-year objectives are to achieve a 60 percent share based on sales of two models and to achieve break-even former(a) in this period. Market Segmentation Our target market is mainly centre on young and professional people with a attraction for technology which is available in a relatively cheap price. There is a customer profile as follows Age 14 25, 25 35, 35 +Gender Male & Female Family Life Cycle Young, single, married, married with children, older, under18. clientele Professional and technical, managers, officials and proprietors, clerical, sales, craftspeople, supervisor, Operatives, farmers, retired, students, homemakers, unemployed. Social Class Lower Lowers, upper lowers, working class, midpoint class, upper middles, upper uppers Monthly income Below Over10,000 Taka Size of potential market Total population of Bangladesh. Geographical Location Rural, Semi-Urban, and Urban User placement Potential user, first time users & regular users Usage rat e wake user, medium user & heavy user.Readiness stage Aware, informed, interested, desirous and intending to buy Marketing Strategy Positioning In 2007 Samsung Telecommunication Business report over 40% growth and became the second largest mobile device manufacturer in the world. 1 Its market share was 14% in Q4 2007, growing up form 11. 3% in Q4 2006. 2 In Q1 2008 Samsung strengthened its second position on the market and achieved 15. 6% world handset market share. So as per the concern regarding Bangladesh Samsung is already achieved a good market share after Nokia. Product Strategy The development of a product with global appeal Nimble movement to sell it internationally Most importantly, a commitment to learning what consumers want, without consideration of the limits of existing technology Best mobile devices for everyone regardless the price and geography Internet services on mobile devices Business mobility markets Once the superior business devices are introduced, Cor porate users will take advantage of the stability and innovation Low embody innovative devices in the emerging markets will generate revenue due to the brand loyalty Introducing the device for business solutions, superior from its competitors Giving SDK(software development kit) to the developers to develop more applications on its new OS platform Introducing low speak to ,innovative, devices in the emerging markets Leading Brand Pricing strategySamsung Wave-II smart phone will be introduced at BDT 20000/- per unit in compare with Apple-iphone, which costs BDT 55000/- per unit. Though it is not superior than I-phone but it could Outrun some function of I-phone like as we have mentioned in our previous discussion. dissemination Strategy In Bangladesh by selective distributor Samsung could promote the market and also by media Advertisement. Samsung could also promote the consumers with joint co-operation with major Carriers like Grameenphone and Banglalink. Marketing Communica tion Strategy At TV Advertisement At Radio Advertisement At Outdoor Advertisement At weight-lift ConferenceAction Program The Samsung Wave-II will introduce in February 2012. done a series of scheduled program Samsung will carry out its marketing strategy and achieve its objectives. A monthly basis situation about these programs are given below February 2012 We will initiate a huge amount trade sales promotion ad. Campaign to better dealers and generate excitement for the product launch. Send catalogs & brochures to 50000 likely customers Set-up showrooms Provide samples product reviewers, opinion leaders and celebrities as the part of our public relation strategy. compose own website. March 2012 Collecting marketing information. Start an integrated marking/radio/TV/ Internet campaign targeting consumers. Launching Samsung Wave-II April 2012 Study consumer rejoicing and identify opportunities. Budget pic Total first-year revenue Tk. 200 plaza sales volume 100,00 0 average wholesale price Tk. 20000/- per unit. Variable cost per unit TK 2500 for units Samsung Wave-II projects sales of Tk 60 Lac on 1st quarter and thus Tk. 60 Lac, Tk. 40 Lac and Tk. 40 Lac Estimated first-year fixed costs TK. one hundred seventy Core Break Even calculation = TK. 1700000000 /TK. (20000-2500) = 97143 Units(approximated) Controls There should be a tight monitoring system in every level of functioning from top to bottom.We will carefully monitor customer satisfaction through our product and customer service Center. Any sign of deviation will be corrected through our highly skilled manpower. Further excogitate has been developed in the context of severe price downgrading. CONCLUSIONS Samsung must consider its strategies if it is to remain successful. The recent economic slowdown coupled with impending market saturation and the demand for increased functionality, is beginning to dramatically change the handset market. Samsung should take aggressive measures to resist commoditization if it is to grow and continue being profitable. We have outlined some ways that it can accomplish this.Its brand has turn out to be one of its most valuable assets, and Samsung should continue building it. Samsung must also thoroughly research evolving customer needs and provide a positive impetus for brand differentiation. Finally, by forming strategic alliances with industry and service providers, Samsung can ensure and maximize its visibility to the end- user. Samsung also needs to meet new products to market, and, as the market is showing signs of saturation, shift its focus onto the relief market. This means developing data-driven services and appropriate partnerships with content providers. There plain needs to be an incentive for existing handset owners to purchase a new Samusng handset.