The paper 'Contemporary Corporate Strategy' is a perfect example of a Management Case Study. Samsung Galaxy Tabs are Android-based tablet computers, whose manufacture and marketing is done by Samsung. The 7-inch tab was the initial model, which was followed by several other models. The mission of the strategic marketing plan will be to increase the company’ s sales of galaxy tabs. The SMART objectives of the plan include increasing awareness of the Samsung galaxy tabs among young people, increasing market share by 10 percent, and increasing sales by 15 percent in the coming three years. The strategic marketing plan of Samsung Galaxy Tab will discuss the business’ hierarchy of strategies, Porter’ s five forces analysis of the tablet market, and the attractiveness of the market and industry.
It will also talk about the importance of marketing research to the company’ s strategic decision-making. Lastly, it will discuss the significance of segmentation, targeting, differentiation, and positioning strategies for the business. Introduction The Samsung Galaxy Tab refers to a range of tablet computers that are Android-based and are manufactured and marketed by Samsung. The company launched the 7-inch Galaxy Tab as its initial model in the tab series in September 2010 during the IFA, which took place in Berlin.
After that, Samsung has released a number of models, including those with displays of 10.1, 8.9 and 7.7 inches. The 4G/3G tabs have phone capability while the Wi-Fi ones have a GPS system (Samsung, 2013). This essay will include a strategic marketing plan for the Samsung Galaxy Tab. The plan will comprise of mission, SMART objectives, business’ hierarchy of strategies, and a definition of the industry in which the Galaxy tab will compete.
It will also include a discussion of the attractiveness of the market and industry, the significance of marketing research in strategic decision-making, and the significance of segmentation, targeting, positioning and differentiation strategies to the business. Mission relevance and SMART objectives Samsung’ s galaxy tab is facing stiff competition in the tablet market from other similar products such as Apple’ s iPhone, RIM’ s Blackberry, and HTC’ s smartphones, which are performing almost similar functions. However, Samsung’ s variety of galaxy tablets surpasses its competitors’ range (Bonnington, 2013). The mission of this strategic marketing plan will be to increase the company’ s sales through increased awareness of current and potential customers on Samsung Galaxy tabs.
The awareness will revolve around the special features and a wide range of galaxy tabs compared to other companies’ tabs. The intended marketing campaign will aim at reminding current customers on the various uses of the tabs that match their various needs. It will also inform potential customers about what is special about Samsung galaxy tabs and the benefits of buying them. This is crucial since it will facilitate the retention of current customers and the drawing of new ones.
Moreover, increased sales will increase the business’ profitability level. The first SMART objective of the marketing plan will be to increase awareness of Samsung galaxy tabs among young users. According to Samsung (2013), the features of the Galaxy Tab 10.1, which is the latest release of Samsung’ s galaxy tabs include, a big screen, web browsing, music, high-speed connections, instant messaging, email, Polaris office, Full HD playback, and in-built cameras for video chatting or taking photos, among others. These features match the needs of young people who want a device that they can use to do several things.
Moreover, the marketing plan aims at increasing the company’ s market share in the youth market segment by 10 percent. This will be made possible by attracting new young customers to buy the tabs. Once increased awareness and market share have been achieved, it is believed that this will increase the company’ s sales of galaxy tabs. Hence, the plan intends to increase sales by 15 percent in the coming three years.
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