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Copy of Samsung Tablet PC Environment Analysis and Plan

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Hàşşàñ Ŝríîbèt

on 26 September 2013

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Transcript of Copy of Samsung Tablet PC Environment Analysis and Plan

Social environment

- Dense population
- Higher education level
- Core cultural value
Environmental Analysis
Consumer Analysis
Recommendations
Samsung SWOT Sammury
Marketing Objectives
Marketing strategy
Marketing calendar
Introduction
Competitor Analysis
Political environment

- Stable & open
- Legislation regulating business
- Information privacy
- Socially responsibility
Economic environment

- High income & high luxury consumption in HK
- International finance center
- Recovery from economic crisis





- Fierce competition
Company Analysis
Technological environment
- Science and technology constitute a primary productive force
- Rapid change & technological competition
- Provides new markets and new opportunities
1. Environmental Analysis
Samsung Tablet PC
TOPIC:
2. Consumer analysis
1. Sort of buying behavior
• High-involvement purchasing
· Significant differences between brands


a complex purchasing behavior.
2. Buyer characteristics
A. Culture factors
A concept that everyone should have at least one electronic product has been built.
B. Social factors
the groups and social networks
C. personal factors
Personal age; life-cycle stage;
occupation; economic situation;
lifestyle; personality
D. Psychological factors
Most of them get the belief that Samsung is a powerful brand.
Conclusion
A tablet PC mostly can attract the people who:
- At the age from teens to 50
- With the economic situation above the middle-class
- With a lifestyle looking for entertainment or need it for work or study.
The market is developing
Brand image and advertisement are important
Agenda
Social environment
- Dense population




- Higher education level
- Core cultural value
3.Competitor Analysis
1.Define the major competitors
a. Direct competitors
b. Indirect competitors
PCs, cellphones and other electronic devices
Main focus:
ipad & Amazon Kindle fire
2. Assessing competitors’ objectives, strategies, strengths and weaknesses, and reaction patterns
SWOT
Threats:
-Fierce competition
-Economic slowdown & job loss
-Fox Conn’s hard working environment and bad reputation
-growing use of Android platform
Opportunities:
-Unfulfilled markets & new customers
-The expand of tablet PC market
-The broader coverage of wi-fi
-Development of mass media & technology
Weaknesses:
-High price
-Not compatible with other system
-Strong control from the company
-Lack of customization
Strengths:
-Innovative:First mover advantage
-Strong brand loyalty & name
-Market share leadership
-High quality & awesome design
-Financial position
-Patents
Apple's SWOT Analysis
Current marketing situation
4.Company Analysis
s
*advantages in design and multi-media features
*digital convergence
*shift convergence
*multitask management facility
良好的经营团队*a potential team
*他们在选择组件厂商方面的策略非常明确,三星选择能提供最佳质量和技术的公司high-quality subassembly
*fantastic subassembly company
*long-term cooperation
*在选择厂商方面的公平策略也帮助了同属于三星集团的兄弟公司保持竞争力,这样就有长期的合作关系impartial strategies
*popularity in teenagers
W
*fewer suppliers than apple
*less marketing share in low-end product
*less individuation
*boring advertisement
0
*digital age
*high quality of life
市场占有率高,品牌实力强,能带来更多新的*more marketing share
*brand effect
T
*new ipad AND mini ipad
*individual demand
*price war
*less cost performance
*high speed of renewing
*App Store
SWOT
Mission and Vision
philosophy
core values
People
Excellence
Change
Integrity
Co-prosperity
Advantages
Brand image
Cost effective
Customer friendly
Diversity
Industry chain
constantly innovated hardware
Enormous free applications
O
• To make customer
satisfaction higher than
Industry average by
June 2013

• To increase Tablet pc market share by 5% in the Hong Kong market by the end of June 2013
-- Demographical
• Occupation: Students , Businessman
• Age: Teens to Fifties
• Income: Middle & Upper class

-- Behavioral
• Benefits Sought:
Portability, Quality & Speed, the need for study, working and entertaining
• Occasion
Segmentation & Targeting
Marketing Mix Strategies
Frontal Attack
-- Create Samsung’s own Operation system and Applications
• Innovative
• Differentiated
• Attractive




-- Simplify the steps of using Samsung apps with the S pen such as S Note
More customer-friendly
Product
-- Install tablets on aircrafts and in
restaurants
Feasibility:
• Has handed with Boeing
• U.S. fast food restaurant installed ipad
• More exposure to consumers

-- Cooperate with universities

-- Festival sales promotion
New Year, Valentine's Day
Promotion
-- More Samsung experience stores, more advertising & attractiveness
• 1 brand store & 3 service centers in HK
• Promote brand image

-- Continue cooperating with Broadway and Fortress and have its own differentiated counter
• Broader coverage
• Lower cost
Place
-
Perceived
Value
=
Net Value
Perceived
Costs




Increase Net Value
• Remain the consistent price

• Increase consumers’ perceived value
Better products & services , promotion,place
Price
Recommendation
Product
Promotion
Place
Price
Mission & vision
Apple :Apple is committed to bringing
the best personal computing experience
to students, educators, creative professionals and consumers around the world through its
innovative hardware, software and Internet offerings.
Amazon: Amazon’s vision is to be earth’s
most customer centric company
; to build a place where people can come to find and discover anything they might want to buy
online
.
Amazon Kindle Fire's SWOT Analysis
Objectives
Strategies
Calendar
Samsung Tablet
Group 2
Zou Qianqian 53063694
Dong Shu 53063288
Su Dongbin 53063450
Chen Lang 53063092
Yang Sijia 53063737
Li Yunhao 53063092
Full transcript