Marketing Plan
Marketing plan for samsung essay 1. EXECUTIVE SUMMARY Samsung is a company that has been steadily growing throughout the past decade. The following report will help Samsung maintain the growth that has been enjoyed in the past, with a strong emphasis on the growth of the MP3/PMP division. By analyzing customers and what they want, strategies can be devised as to how Samsung can increase their share of the MP3/PMP market. Furthermore, by comparing Samsung's strengths and weaknesses to that of the competition, opportunities can be identified and capitalised on. Studying things such as the mediums by which customers will receive information about MP3 products has also proved useful, and can serve as a guide to how much emphasis should be placed on each channel. By combining all of this information, a marketing plan can be developed to help the overall growth of the MP3/PMP division, which will benefit Samsung as a whole. 2. CONTEXTUAL ANALYSIS Samsung is emerging from the recession quickly in the last part of 2009 and is gaining ground on its competitors. In the third quarter of 2009, Samsung posted high profit numbers while others such as Sony posted losses (Tenders Info, 2009). The company expects growth to continue as well, with major growth for most consumer electronic products, especially personal computers and LCD TVs (Tenders Info, 2009). Nevertheless, Samsung should keep a wary eye on the economy as it is still fragile in many parts of the world. This could affect the company in areas such as costs of financing, disposable income of the public, and the well-being of those companies that act as suppliers to Samsung. On the other hand, as Samsung faces the coming years, it will encounter some steep challenges that will soon define the company's MP3/PMP division. According to research by In-Stat, worldwide shipments for MP3 players are projected to reach 225 million in 2009; up only five percent over the previous year (Close-up Media, 2009).