Samsung Wave-II Smart Phone Marketing Plan and strategy
Principles of Marketing
MD. Ashif Hossain
International Business, EMBA
University Of Dhaka
Prepared For: MD. Kamal Uddin,Ph.D Associate Professor
Mobile phone, which is defined as a high technology electronic product, is popular all over the world. Bangladesh must be one of the biggest markets for those mobile phone manufacturers. As a leader in mobile telecommunications market, Samsung has its scientific business strategy that leads to success, and pays a great attention to the market of Bangladesh. Based on the Bangladesh mobile phone market, this paper analyzes Samsung’s business strategy to show reason of Samsung’s success.
The business strategy includes the strategic intent, the competitive strategy and marketing mix. The strategic concept of Samsung is to take the demand-side strategy. Samsung subdivides the whole market into several objective markets according to the researches about the partialities of different individuals. And then different types of mobile phones are put into the market aimed at attracting different consumer groups. The competitive strategy of Samsung is to improve the innovative ability to win the competitive advantage. Strong technological innovation ability makes Samsung stand in the forward position of mobile industry all the time, and characterized this brand by a special vitality. And the marketing mix of Samsung is to use the integrated marketing strategy including product, price, promotion and place. It values the construction of a brand, the orientation of its products and pays a lot of attention to technology improvement. It increases the sales through sensitive advertisement, presentation to the celebrities and large-scale entertainment.
Current Market Situation
Increasingly, we are observing that handsets are following the pattern of typical consumer electronics; the trend is toward phones with improved features at lower prices. Simultaneously, there are more manufacturers who will deliver cheaper handsets to capture the mass market. Multifunction cell phones, e-mail devices are increasingly popular today. Touch screen phone is very much attractive because it is Very much easy to use and people can browse the website like they browse in a laptop computer.Competition is therefore more intense. So it is easily visible that there will be massive demand for such phones in the future. To gain market share in the dynamic environment, Samsung must carefully target Specific segments with features that deliver benefits valued by each customer group.
Samsung Wave II touch pad phone’s primary target consumers are young people. It is very much attractive for student because of it’s wide touch screen which could be used as a hand Held palmtop. It supports Wi-Fi technology so people can transfer their documents and other important file through this phone like a workstation. In the prospect of Bangladesh people can easily monitor the Stock market movement through its high-speed Internet technology. Other users are entrepreneurs and professionals. It is very much cheap in compare with an apple I-phone.
The Samsung Wave II S8530 (or "Samsung Wave II") is the Successor of Samsung Wave S8500 smartphone running the bada 1.2 operating system designed by Samsung, which was commercially released on October, 2010. The Wave is a slim touchscreen phone powered by Samsung's "Hummingbird" CPU (S5PC110), which includes 1 GHz ARM Cortex-8 CPU and a powerful built-in PowerVR SGX 540 graphics engine, "Super LCD" screen and 720p high-definition video capture capabilities.
Our Product Samsung Wave II smart phone offers the following standard...