The paper "Marketing Plan for Samsung Galaxy Note 10.1" is a perfect example of a marketing case study. This plan features the Samsung Galaxy Note 10.1 tablet and how Samsung Electronics (Samsung) can market the product in Africa. The Samsung Galaxy Note 10.1 is a hand-held device that serves the same purposes as a personal computer. In fact, it is a PC in its own right. However, the gadget faces stiff competition from other like products such as the Google Nexus and the iPad (which come in a variety of offers). Unlike its competitors, Samsung has made great headway in the African electronics market.
This plan, therefore, seeks to identify ways that the firm can replicate its marketing success in products such as mobile phones in the tablet market. The plan is divided into sections which include a background section highlighting details of the Samsung Galaxy Note 10.1, a look at the market environment using PESTLE and SWOT analyses, and a look at customers and the competitors. The plan also identifies SMART objectives that Samsung will consider while marketing the product and addresses the marketing mix.
The conclusion notes that Africa is a viable market that holds great potential away from the highly competitive markets in developed countries. Background The Samsung Galaxy Note 10.1 is a product of Samsung, and as its name suggests, it is a 10.1-inch tablet. Since its launch in 2012, the Galaxy Note 10.1 has been marketed as a multimedia platform which consumers can use for web-browsing, playing music, watching movies and conducting other functions that they normally would on a traditional PC. The tablet, which runs on Android 4.0, has a stylus (called the S-Pen as shown on the left hand of Figure 1 below), which is positioned to act as the main input device for use in tasks such as taking notes and sketching. Figure 1: The Galaxy Note 10.1 Source: Samsung. com (2013) Samsung has targeted the African market with cell phones and home electronics with relatively fair success.
With its tablet range, however, Samsung is yet to enjoy successful marketing in the continent, whose tablet penetration is still lower than any other continent (Cave 2012). SWOT & PEST Strengths Samsung’ s brand recognition is high in most African country owing to the firm’ s vigorous marketing of its cell phones and home electronics (Sackitey 2013). The Galaxy Note 10.1 has received favourable reviews compared to its fiercest competitor – Apple’ s iPad 2 as indicated by Catanzariti (2011). The Galaxy Note 10.1 competes from a price perspective without compromising quality. Samsung has already established a distribution network in Africa, thus making it easy to penetrate the African continent. Weaknesses The pricing of the Galaxy Note 10.1 is still way above what a significant percentage of Africans who would want to use it can afford. Opportunities Africa is a developing continent, with a huge population and an emerging market hence presenting a large potential market Africans have been found to have a liking for mobility (Cave 2012), thus making the Galaxy Note 10.1 an ideal item for marketing in Africa. Threats Competition from Apple iPad 2, especially in relation to the perceptions that people have regarding Apple’ s supposedly superior quality. The relatively higher poverty rates among African countries may mean that people may not have much discretionary income. The threat of substitute products (e. g.
laptops, smartphones) may decrease the appeal that the Galaxy Note 10.1 has in the target market. Fast technological innovations may threaten the longevity of the product in all markets including Africa.
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