三星手机营销case study,代写case study论文

三星手机营销case study

第一部智能手机结合了个人数字助理手机的功能，，后来的款式中增加了便携式媒体播放器功能,低端数码相机紧凑,迷你型摄像机,GPS导航单位形成多用途的设备。现代智能手机还包括高分辨率触摸屏和可以显示标准网页页面的网页浏览器以及移动设备优化的网站。无线网和移动宽带为高速数据浏览带来了方便。

屏幕智能手机的屏幕在显示尺寸和显示分辨率上有很大程度的不同。最常见的屏幕尺寸范围是2英寸到4英寸(对角)。存在一些5英寸屏幕的设备,可以在移动操作系统上运行,可以打电话,如戴尔Streak,目前三星Galaxy笔记本。

SWOT分析法—SWOT ANALYSIS：

三星手机—samsung handset

竞争优势—STRENGTH:

三星使用最先进的技术是安卓操作系统。

三星产品范围从典型的低倍率到营销精英，市场营销组合。

在2012年三星拥有最大的市场份额和最高的增长率266%。

拥有约125个多渠道合作伙伴的强大广告宣传策略和促销策略。

竞争劣势—WEAKNESS :

缺乏品牌忠诚度，世界各地的人们,并没有太多的忠于三星苹果和诺基亚。

三星还没有在印度的乡下市场开发。

关注B2B营销策人们的收入只有3%左右。

机遇—OPPORTUNITY:

三星可以提出聚焦农村市场促销活动的想法。

专做乡下市场的手机销售。

专门销售功能简洁但耐用的老年手机，使用户满意。

可以与卡登士制作定制三星配件的这些公司联合。

威胁—THREAT:

品牌名称受到不同法律诉讼的阻碍。

就技术而言，手机市场是发展迅速的市场,所以必须在正确的时间想出创新的策略和产品，比如诺基亚决定在印度市场有好转。

竞争强度是来自主要的同行竞争，像诺基亚、苹果等公司，也来自一些同行的新行业和低价格行业，就如micromax。

BCG矩阵—BCG MATRIX

在今天的竞争激烈的手机市场中,全世界没有一家公司这个业务可以作为摇钱树,这对三星手机部门而言也是如此。因为三星是全球手机市场的领导者,再加上他的创新力和强有力的营销，它算得上是一个明星公司了，都但这都是是需要大量的资金(现金)投入。

The first smartphones combined the functions of a personal digital assistant with a mobile phone. Later models added the functionality of portable media players, low-end compact digital cameras, pocket video cameras, and GPS navigation units to form one multi-use device. Modern smartphones also included high-resolution touchscreens and web browsers that display standard web pages as well as mobile-optimized sites. High-speed data access is provided by Wi-Fi and mobile broadband.

Screens on smartphones vary largely in both display size and display resolution. The most common screen sizes range from 2 inches to over 4 inches (measured diagonally). Some 5 inch screen devices exist that run on mobile OSes and have the ability to make phone calls, such as the discontinued Dell Streak and thecurrent Samsung Galaxy Note.

SWOT分析法—SWOT ANALYSIS :

三星手机—samsung handset

竞争优势—STRENGTH :

The technology that is being used by samsung is the most advance( android).

Samsung has product range from typical low range to the elite range ie good marketing- mix

largest market share and highest growth rate 266%in first quarter of 2012

Strong advertising campaigns and promotion strategies around 125 channel partner.

竞争劣势—WEAKNESS :

Lack of brand loyalty less people all over the world are not that much loyal to samsung as to apple and Nokia.

Samsung has yet not make a mark in rural market of India .

Less focus on B2B marketing around only 3% revenue.

机遇—OPPORTUNITY :

Samsung can come up with promotional activity focusing the rural market.

Handset specially designed for the rural market.

Handset specially for the elderly people less of feature but more durability and very user friendly.

Can tie up with the company like capdase for making customized samsung accessories.

威胁—THREAT :

Brand name is being hampered by different coping law suit.

Handset market in very fast moving market in terms of technology so it have to come up with innovations at right time as nokia is deciding to have a turnaround in india market.

Competition is very high from major player like nokia rim apple etc and also from some new and low cost player like micromax etc

BCG矩阵—BCG MATRIX

Today in the tough competitive market of handset all around the world no company can be taken as cash cow and that is to for the samsung handset unit. Since samsung is leader in the handset market globally it is basically a star company just because of its innovations and advertising which need a lot of capital( cash).

Even if we have to take in account the different models from the samsung marketing mix we can have smartphone like wave series using wada platform can come under a question mark because of that company has also stooped manufacturing some of them. but all other using android platform be it galaxy ace of S series they all are in star company generating high revenue from them with continuous Research and development

细分—SEGMENTATION :

Segmentation includes four groups

1. Geographic 2. Demographic 3. Psychographic 4. Behavioral

1. 地理位置—GEOGRAPHIC :

It depends on region, country size, climate, and density of area urban, semi-urban, rural. But in handset market geographic segmentation do not have that much influence except in rural area. In india we uses 1800 and 900 gsm band.

2.群众— DEMOGRAPHIC :

It depends on age, gender, family size, family life cycle, education, income, occupation, socioeconomic status, religion, nationality/race (ethnic marketing), language. Each variety of this segmentation. samsung for that in India has come up with some phones with Indian language being used. Smartphone for all income group and for executive class to trendy phones for youth

3.心理—PSYCHOGRAPHIC :

It depends on personality, life style, value, attitude. today cell phone has became more or less a status symbol rather than a communication device that's why samsung has tried to portrait it image as trendy , high on technology , high on style and design for different kind of people with different model

4.行为—BEHAVIORAL :

It depends on occasions, benefits, user status, usage rate, buyer-readiness stage, loyalty status. phone with dual sim are available. It can come up with some special edition phone for occasions in India like marriage, two phones with some exclusive communication technology.

目标—TARGETING:

A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise towards adn this is called targeting.Targeting is the second stage and is done once the markets have been segmented.Organizations with the help of various marketing plans and schemes target their products amongst the various segments. The target market for samsung depends on income group and for the techno lovers people.

Customers which are not in high income hand but are techno lover is a big segment market in India youth for that samsung has product like Galaxy pocket and Y dous.

定位—POSITIONING :

Samsung has branded itself as a synonym of quality and innovations in India it has brand ambassador as Amir khan who has a image of being MR. perfectionist.

With continuous innovations it has been able to make a mark among the customers which has resulted positively as it has increased its market drastically and a potential growth rate.

By setting up huge number of customer service center and even with a e-store and samsung concept store it has positioned itself as a customer caring company.

In 2008 company organized a Samsung Mobile Karaoke Festival.

客户价值—CUSTOMER VALUE:

价值交付练链—The Value Delivery Chain:

Businesses succeed by getting, keeping, and growing customers. Without customers , one cannot have a business. The task of any business is to deliver customer value at a profit while being socially responsible.

In a hypercompetitive economy, with increasingly rational buyers faced with abundant choices, a company can succeed only by fine-tuning the value delivery process and choosing, providing and communicating superior value.

Samsung provides products of high quality and long- term durability .

客户价值和满意度—Customer Value and satisfaction:

The firm infrastructure covers the costs of general management , planning, accounting , legal and government affairs. Customer Perceived Value is the difference between what the customer gets and what he/she gives for different possible choices.

The marketer can increase the value of the customer offering by either raising economic, functional or emotional benefits or by reducing one or more of the various types of cost.

Suppose a buyer wants to buy a mobile from samsung store. The sales person carefully describes the sales offer. The buyer wants the mobile to be durable and with a great offer. He evaluates these criteria with the monetary cost to form a total customer cost. If Samsung provides high total customer cost, then only the customer goes with the Samsung products otherwise he will switch on to some other product.

The value creation and delivery sequence goes by,

价值链—The Value Chain:

It basically refers to the value being added to the product at every step.In Samsung, the following primary activities being carried out.

Inbound Logistics - Deals with procuring or bringing raw materials.

Operations - Converting the procured raw materials to final products.

Outbound logistics -transportation i.e. shipping out final products and marketing them.

Marketing-it involves man power and also includes sales.

Services -includes post-sales services

Procurement of components is in principle based around Samsung Electronics Device Solution division and affiliates. Products not made by this division are procured through a transparent process. These are then assembled in the appropriate factories of the division around the world.

客户终身价值—Customer Lifetime Value:

The well known 20-80 rule says that the top 20% of the customers often generate 80% of the company’s profit.

The macro environmental factors include the

1.经济环境—Economic environment

The increase in per capita income of the country and GDP growth of 6.5% over the last decade is a boost for Samsung smart phones.

2.收入分配—Income distribution

The distribution of income in India is unequal. The market for smart phones has developed smart phones at lower costs. The company Samsung is the market leader in the smart phone market.

3.环境—社会文化Socio cultural environment

The youth is the target market for Samsung phones asthe average age of India is in  mid 20s.It occupies a positioning of cool in the minds of youth.

4.自然环境—Natural environment

The radiation caused by phones is a concern. The market in India has very liberal environment laws and helps the company to produce goods at a cheaper rate. The company maintains ISO 9001:2000 standards.

5.技术环境—Technological environment

India is not a technologically advanced country and the company faces issues due to it. The 3G technology in India is not successful till now and affects the smart phone market. 

6.法律政治环境—Political-legal environment

The legal rules and regulations in India suggest that India is a stable legal environment. The company feels that this has helped it in the smart phone market. The political environment in India is good and the cheapest telecom rates help increase the market growth rate of smart phones.

微观环境—MICRO ENVIRONMENT

1.供应商—Suppliers

The company has a huge demand for its products. Thus the suppliers provide supplies at a lower cost. It has a competitive advantage over others 

2.品牌形象—Brand image

The Companies brand image helps to increase the market share. It has more than 50% percent market  share in India and has good image as is more user friendly than apple.

3.竞争者—Competitors

The competitors like ,Micromax ,Spice,Karbonn are  competition as are priced at a lower cost than Samsung phones.

Nokia,HTC,Apple,Black Berry provide it competition as have good brand image as Samsung.

4.公司策略—Company Policies

The company maintains a high quality policy ,competitive pricing,User Freindly.Thus it is the market leader in the smart phone market.

客户购买行为过程—CONSUMER BUYING BEHAVIOUR PROCESS

Consumer behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

Four main psychological processes affect consumer buying behaviour:

1.motivation 2.perception 3.learning 4.memory

48% of consumer said that the reason for purchase of a Smartphone is its features followed by its utility for work(36%)-motivation factor

apple(41.3%) is the most preferred brand by consumers followed by Samsung (25.3%) and HTC(22.7%)

37.3% of consumer said that touch screen is preferred as a feature while 21.3% of consumer prefers it somewhat

30.7% preferred Wi-Fi& 25.3% said it is most preferred for them

48% of consumers said that apps is most preferred for them

57.3% of consumer said that they prefer the GPS technology the least in sp /& 29.3% of consumer prefer it somewhat

mostly consumer collects information from internet(36%) & then they trust word of mouth(27%)

37.3% of consumer said that they had consulted with someone recently bought the same while 29.3% of consumer consulted with someone techsavvy

most effective medium for advertisement as per consumers view is internet websites(60%) followed by TV(21%)

三星B2B营销策略—SAMSUNG B2B MARKETING

MicroStrategy Mobile BI

概述—Overview

MicroStrategy Mobile BI creates a business environment that enables instantaneous and informed decisions to be made anywhere, at any time. It analyzes business data and presents it in formats, such as dashboards and reports, which allow the user to make efficient decisions.

主要特征—Key Features

Provide a real-time dashboard for quick and efficient business decision-making

Impart business insight through reports, data analysis, and monitoring

Provide an intuitive interface for users who are familiar with the touch panel

Paired with other mobile devices in sync with their functions including location, map, e-mail, and contacts

利益—Benefits

Gain business insight through sophisticated analysis of data

Facilitate in-house communication and improves work productivity with efficient information sharing

Make informed decisions in a timely manner through real-time data analysis

市场调查—Marketing Research:

Samsung is doing extensive market research from 2008.After that it came with the concept of Smartphone with the help of open handset alliance which gave Samsung Android os which became the market leader in 2010.

Since the competitor of Samsung like Apple,Htc,Rim,Motorola were giving smartphone at very high cost Samsung in India launched Galaxy series under 20,000 which was a successful product and is still leading in the market.

After that Samsung launched dual sim Smartphone such as Samsung Galaxy-y whch is the first of its kind.

调查表—QUESTIONNAIRE

NAME:- AGE:-

GENDER:- CONTACT NO:-

Q.1) Have you started using smartphone?

Q.2) How many smartphones do you have?

Q.3) Which brand of smartphone did you purchased last time?

Q.4) Why do you want to buy this brand?

Q.5) What is current OS?

Q.6) How is your satisfaction with your current OS?

Q.7) Will you upgrade your smartphone to the latest model of the same brand?

Q.8) Which are the most important factors that make you purchase a smartphone?

Q.9) Will you switch to other smartphones if they offer similar but cheaper smartphone?

Q.10) For which brand do you have a strong preference?