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Case Analysis The Next Big Thing Is Already Here Samsung Galaxy S3 What big thing? iPad The Next Big Thing Is Already Here:
The Campaign Samsung Electronics Co. Ltd Global Code of Conduct European Union Injunction Galaxy Tab 10.1 Samsung's Opportunity Upcoming release of Galaxy S3 phone 2011 Apple files suit claiming that Samsung "slavishly" copied its designs April August Apple sues Samsung for patent infringement.
Samsung counter-sues for patent infringement:
-Claims iPhone 4, iPhone 4S & iPad copy 3G-patents. Apple Australia claims the US version of Galaxy Tab 10.1 infringes upon intellectual property found in the iPad
Samsung agreed to restrict Galaxy Tab 10.1 sales in Australia July Apple successfully files injunction prohibiting the sale of the Galaxy Tab 10.1 throughout the European Union, except for Netherlands Samsung: starts filing counter-suit in Australia September Samsung's Australian counter-suit is succesful.
Bans on sale of the Galaxy tablet are lifted, but not to take effect until next month. November "Aims to be a 'world leading company', devoting [its] human resources and technology to create superior products and services... Thereby contributing to a better global society." Samsung's Problem Apple as Innovator Samsung as Imitator Upcoming release of iPhone 5 Communication Goals Highest-level outcome to be achieved:
Consumers purchase Galaxy S3 and embarrass or "one-up" Apple? Stakeholder attitudes & perceptions Key issues/trends affecting the situation Research Key audiences & audience segments Target consumers:
Identify demographics of consumers that would appreciate Galaxy S3's features Survey & catalogue people with interest in Galaxy S3, Samsung and/or simply purchasing a new mobile phone Collect & analyze social, monetary & newsworthy landscape that may affect consumer's decision to purchase a new phone. Interviews Focus Groups Surveys Surveys On-line monitoring on and off-line media analysis Internal Situation Analysis Strengths Celebrity Endorsements Ample Resources Renowned & Respected Weaknesses Reputation damage from Apple dispute External Situation Analyses Opportunities Release of iPhone 5 Threats Release of Galaxy S3 Release of iPhone 5 Apple brand loyalty Apple has resources Apple has history of successful campaigns Superbowl Strategic Implications Negative Samsung seen as petty Consumers purchase iPhone over Galaxy Positive Target consumers purchase Galaxy S3 Objectives Increase Samsung revenue by 15%
Increase consumer awareness of Galaxy S3 by 30%
Convert 5% of iPhone customers into Samsung customers by way of Galaxy S3
Sell more Galaxy S3 units than iPhone units each quarter Key Audiences and Messages Media Outlets
People who are not iPhone users
People who are influenced by celebrity personalities Men and Women between 16 and 30 Strategies Tactical Thematic Time Tonality Targets Tactics Constant & Repetitive Seeding Celebrity Endorsements "It doesn't take a genius: Apple is unoriginal & outdated Air Commercial that embodies overall campaign message Analysis Samsung as a bully
Apple & iPhone users attacked
Free Advertising for Apple
Samsung as leading smartphone in 2012