Samsung Smart Fridge Business to Business Marketing Plan

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Samsung Smart Fridge
Marketing Plan

Prepared by:
Elizaveta Chernova
Susanne Pfisterer
Kelly Seawell
Semih Yilmaz

CONTENTS

Page

EXECUTIVE SUMMARY………….………………………………………………...4

MISSION STATEMENT……………………………………………………………...5

CURRENT MARKET POSITION….……………………………………………....5-9 Product
Target Market Analysis
Place
Price
Promotion
Processes
Physical Evidence

MARKET OVERVIEW.…..……………………………………………………....9-10 Description
Laws and Regulations
Current Business Trends

SWOT ANALYSIS………………………………………………………………10-13
Strengths
Weaknesses
Opportunities
Threats
Key Issues
Key Opportunities
Competitor Analysis

ASSUMPTIONS……………………………………………………………………..13
Sales
Revenue
Customer Base

OBJECTIVES…………………………………..………………………………...13-15

ANSOFF'S MATRIX………………………………………………………………..15

STRATEGY………………………………………………………………………16-21
Corporate Strategies
Target Market
Positioning Statement
Brand Development Strategy
Pricing Strategy
Marketing Strategy
Public Relations Strategy
Advertising Strategy
Sales Promotion Strategy
Sales Strategy
Distribution Strategy
Partnerships

FINANCIAL FORECAST………………………………………………………..22-23
Break Even Analysis

CONCLUSION………………………………………………………………………23

Executive Summary
This BBM report is written to strategically plan the launch of the new ‘Smart Fridge' The ‘Smart Fridge' is a new fridge with multiple new aspects making it one of the most modern and advances fridges in the world. The product is made by Samsung and has a high potential of becoming the next hype on the fridge market.

By reading this report it will become clear what strategies, obstacles, trends, threats and marketing/ communication tools are needed to make sure this product will become successful. The report contains a full market analysis, different recommendations and a clear understanding on the future potentials for this new innovative product.

Marketing Plan

1.1 Mission Statement
Samsungs aim is to achieve prominent contributions, to execute their work professionally and to deliver innovative and useful products to their customers. They try to actively participate with their customers so that they can be improving products to meet the needs of their customers. Samsungs philosophy is to devote their people and technology to create superior products and services.

2.0 Current Market Position
Samsung is the number one consumer electronics brand in the world. They are acknowledged as the leader in the digital convergence revolution. Samsung was founded in 1969. They bring in $36.9 US dollars a year in product sales and employ over 75,000 people. The global network of Samsung includes 47 countries. Samsung has the image of strength and reliability in their products and they are also an innovative company which brings up the idea of selling a new product known as the Samsung Smart Fridge. 2.1 Target Market Analysis – Customer Analysis

When preparing to produce the Smart Fridge, Samsung defined its target market groups as:

•Hotels
•Restaurant
•Restaurant Chains
•Canteens

With Samsung's good name in the consumer electronics realm, they have an opportunity to partner with a variety of hotels, restaurant chains and canteens to sell their products to. In the data charts below there is evidence of a number of possible partners and customers.

•Hotels

Name of Hotel
Number of Properties
Hilton Hotels514
Intercontinental Hotels3800
Sofitel Hotels1000
Marriott Hotels2900
Swiss Hotels290
Mestin Hotels120

•Restaurant Chains

Name of Restaurant
Number of Properties
McDonald's+30000
Burger King+11000
KFC+11000

This data shows the large extent of two of the target markets for the Samsung Smart Fridge. The tables above only show a fraction of the possible consumers and even then there are thousands of consumer options. Samsung's goal is to form a partnership with at least one of these companies in hope that they will purchase a...
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