Marketing Principal on Samsung Mobile

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Table of ContentPage

Cover Sheet 1
Content Page 2
Executive Summary 3
Introduction4
Application of tools on Business5&6
Conclusion7
References 8

Executive Summary

The mobile market continues to be the cornerstone of growth and innovation for the mobile tech industry. Growth of mobile processors overall exceeded in 2011 and is forecast to grow through 2016. The mobile PC segment continued a slow and steady growth trend and demonstrated signs of future growth around the excitement of ultra-thin platforms. But, the real growth drivers continued to be smartphone platforms. In the smartphone market, Nokia lost the leadership crown to Samsung. The total global mobile phone and smartphone market is expected to be worth $341.4 billion in 2015 while smartphone revenue will account for 75.8% of the total mobile handset revenue at $258.9 billion in 2015. Smartphones are currently witnessing high growth due multiple factors such as, lower production cost, improved handset design and functionalities, the expansion of global mobile email and browsing services, the emergence of 3G and 4G network technologies, the competition amongst carriers, and the standardization and upgrades of operating systems. This report, highlights the

Segmentation
Target market
Evaluates the opportunity available for Samsung to further expand into the consumer smartphone section. •A detailed environmental analysis both internal and external has been done, for entry and/or expansion into the market. •Attractiveness of the industry

Introduction

Smartphones give us the ability to not only carry our data around with us wherever we go, it also gives us the ability to edit that data any place - any time. In today's "reality" based generation, we're always looking for the opportunity to capture and relive a moment. And we want to share that moment with others. At best, smart phones give us the opportunity to express ourselves impromptu with entertaining results.

Attempting to do the same with a bulky regular computer or laptop is too cumbersome. Even some of the smallest peripherals (digital cams, digital cameras, etc.) don't give us the same opportunities that smart phones do. Being able to carry around a device for communication, creation, recording, and editing simply compliments the need for today's generation to do more and then do it, faster! The convergence of mobile telephony, Internet services, and personal computing devices is resulting in the emergence of a ―mobile Internet (Ishii 2004; Funk 2001). The key devices for accessing the mobile Internet—currently dubbed ―smartphones—are powerful new computing devices offering traditional wireless voice service as well as native software applications and, perhaps most importantly, the ability to connect to and run a myriad of Internet-based services including email, geo-location, streaming video, and social networking, while providing a good user experience. The business opportunities presented by this new category have attracted many of the major global information and communications technology (ICT) firms, including firms from the mobile telephony, personal computer, Internet, and personal digital assistant (PDA) industries, into a complex new landscape of competition. For many of these firms, capturing a portion of the total value created by the smartphone industry is believed to be a key to future growth and profits. The interest is understandable. Today more than 1.3 billion mobile phone handsets are being sold annually, and in 2010 smartphones made up almost 20% of that total (Gartner, 2010; Ahonen, 2010). Sales of smartphones are increasing almost 100% per year, and total global sales volume is expected to surpass that of PCs by 2012 (Gartner, 2010). By collapsing the boundaries between previously distinct devices,...
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