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MARKETING MANAGEMENT
SBS MBA/MSc
Assignment – Dubai 2020-Batch 2
Marketing ManagementAssignmentStructure –
Marketing Strategy(Brand)
For your brand of choice please prepare a marketing strategy on the below guidelines.
This should clearly reflect the marketing mix – product, place, price, promotion and
packaging as discussed in the class. The learnings on Brand Equity in the class should be
the emphasis of the assignment.
Please note the brand should have linkage in the UAE – must be an existing brand or a
brand that intends to be introduced in the UAE.
1. Executive Summary – summarizing points 2-8.
2. Brand Overview – describe the current status of the brand with a brief historical
background. Also define the brand’s current state on the Product Life Cycle.
3. Competition Overview – Define competition
4. Target Market – Define who is being targeted
5. Segmentation – Demographic, Behavior, Psychographic
6. SWOT – on brand or industry
7. Market Research if any carried out – if no research carried out then suggest a need if
any
7.1 Product – BCG matrix. Also include packaging plans if any.
7.2 Place – Choice of retail strategy
7.3 Price – penetrative or skimming or competitive
7.4 Promotion – pull or push strategy including choice of medium – digital or
traditional

2. 8. Conclusions and Recommendations – suggestions for change in current practices if
any to make it more effective should be discussed.
9. Appendix – Any other information you may provide.
Calibri font, size 11, one-inch margin all four sides, single spacing, MS Word. 10-12
pages.
Executive Summary
This Mini Project is about a study on the product life cycle of Samsung Galaxy in India and the
marketingstrategyithasusedfor itssmart devicesinthe Smartphone market. The project will look
into products introduced within the last two years, its mission and goals and some of the key
challenges it faces today.
Brand Overview
Samsungstartedas SamsungGeneral Storesin1938 inthe NorthernProvince of Kyungsang in South
Korea. Till the early 1970s, it was involved in businesses ranging from commodities, wool, and
insurance to fertilizer manufacturing and broadcasting. Samsung was better known for producing
cheap copies of Japanese electronic goods.
From the beginning, Samsung had to fight
Product Life Cycle (PLC) of Samsung Smart Phone
Stages Time Duration
Introduction 2001-2006
Growth 2006-2011
Maturity 2011- till now

3. Competition Overview of SAMSUNG
For the past five decades, Sony was the undisputed brand leader in the consumer electronics
industryworldwide before aperiodof rapiddecline,whichitisyet to exit. When Samsung began its
brandingjourney,one of itsinitial goalswastoemulate Sony.Beingacompetitiveindustry,Samsung
had to capture customers’attentionbyinventinginnovativeproducts,as Sony did with its Walkman
and the PlayStation when it launched in 1994. With standardized products and relatively short
product life cycles in the consumer electronics industry, Samsung Electronics wanted to put its
innovationintobuildingnewfeatures,creatingnew appliance categoriesandusage.Samsungunder-
stood early that successful and profitable
COMPITITION ANALYSIS
An increasingly crowded smartphone market also wreaked havoc on the company‘s profits, said
analysts. The South Korean company faces stiff competition from Apple on the high-end of the
smartphone marketthankstothe iPhone 6 and 6 Plus, while simultaneously facing pressure on the
lower-end from makers Xiaomi and Huawei in China.
Target Market of SAMSUNG
Samsung’stargetsa verywide range of consumersranging from normal day to day usage devices to
industrial standardequipment.The usual targetage groupof customersrange from the 20s to 50s or
evenolder,aslongas the personhasthe abilityto purchase and use the products that Samsung has
to offer in the market.
Teenagers to early adults (age
SEGMENTATION : SAMSUNG
Samsung Electronics (Mobile Division) operates in one of the most competitive markets of the
world. According to the US Federal Communication Commission 67 new Smartphone devices are
introduced every year. Samsung traditionally had a conservative image that focused on low-price
products for the lower end of the market. With low prices it was able to compete in the lower-
market whereas in the upper market it had lesser
SWOT Analysis of SAMSUNG:

4. Strengths
 Samsung is the world’s most successful electronics manufacturer. It is the world’s largest
manufacturer of television sets, liquid crystal display (LCD) panels, mobile phones and
smartphones.
 Samsung is the world’s number one marketer of mobile phones with 21.4% of the world’s
largest market share in the second quarter of 2015. Apple is number two with 13.9%[2]
 Samsung has impressive research and design capabilities. It was able to create and roll
out Samsung Pay, a payment app with similar

MARKETING MIX : SAMSUNG
In orderto findoutwhichstrategy Samsung used to achieve its leading position in the smartphone
market,I will take alookat its marketingmix. The marketingmix will point out the strategic choices
of the company. Marketing mix is referred to blend of product, pricing, promotion distribution
strategiesmade toproduce a mutual satisfying exchange with the target market (Hutchison, 2009).
The marketing mix is a synonym of 4ps, which is made of the four relevant components of all
productstrategy.These are Product, Promotion, Price and Place. They hold the opportunity for the
company to differentiate. (Borden, 1964). The four ―P‖s of product, price, promotion and place
constitute the offer that an organization off
Challenges faced by the smartphone SAMSUNG:
Smartphones have issues besides those affecting other mobile telephones.
Battery life
A high-capacity portable battery charger
Conclusions and Recommendations :
Conclusion: Strategies for Samsung to remain competitive
Samsung has four critical areas in its branding strategy that it needs to address to remain
competitive in the future:
 Strengthen its value brands in the categories they compete in
 Maintain
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