Strategy Analysis and Marketing Plan Using Environment Analysis for Samsung D908

Strategy Analysis and Marketing Plan Using Environment Analysis For Samsung D908

By Group 3

Wenyang Yao ee04b001

Zixi Song ee04b086

Qixiang Yang ee04b019

Kai Jiao ee04b004

Zhenjun Ma ee04b020

Content:

Introduction..............................................Page 3

Analysis.................................................Page 3

Macroenvironment..............................Page 3

Microenvironment...............................Page 5

Marketing Plan...................................Page 6

Strategy Analysis.................................Page 9

PESTEL........................................Page 9

SWOT..........................................Page 10

Porter five forces............................Page 11

Conclusion.............................................Page 13

Reference...............................................Page 14

Introduction:

In this report we would analyze the external environment of Samsung, include macro and micro, by find out each element of them. Using these elements we would do a Marketing plan for a product of Samsung cell phone, D908. Then a full strategy analyze would be given to find out some suggestion which might help Samsung to ensure the successful of the new products. Conclusion would be given in the last. (All this is mainly in China)

Analysis:

Macro environment of Samsung:

The Macro environment of Samsung includes five terms: Political/Legal force; Economic force; Technology force; Social/culture force and Environment force.

Political/legal force:

A series of political scandals has been laid bare during last 18 months, especially about that the government had bribed by big business organizations. This impact lots of organizations heavily and made the political environment not stable.

Stable political environment had been formed these years and this situation provided a stable development environment. And this situation would be last for a long time.

In 2006 China has brought new political decision to access some effect:

1, Protect the rights and interests of consumers

2, Promote the development of competition environment which is more equitable;

During 2005-2006, government to be major consumer of business organizations makes more ardent competition in this area.

For Samsung: This environment could impact Samsung and would make it change its market into more stable countries such as China.

Economic force:

Global Economic in 2006 has already came into periodicity and tardiness phase, problems of high price of oil, global imbalance and the increase of high public liability of developed country would make the economic instability. However, the GDP of whole would increase intensively. And this might impact an organization in lots of terms such as supplier and debiting.

In China economic increased intensively during the last 18 months. GDP of China nearly up to 9%. Thus the environment of economic environment in China would good for organizations.

For Samsung: It would be impacted heavily from the declining of global economic, however, in China, stable and increasing market would let Samsung put more focus on it. And the price of Samsung's product should be change for the different condition of the different countries.

Technology force:

In generally speaking, the current of technology nowadays could be described as huge new technology coming forth, especially in global information. And the pace is more and more fast. The amalgamation of information sciences, life sciences, matter sciences and cognitive sciences made information technology use in more areas.

Social/Culture force:

Traditional symbol still take an important part in Chinese people's minds, such as bamboo, orchid, imperial and so on. However, new symbol coming from western country became more and more popular during the last 18 months.

In China for not only a little difference between high earning group and low earning group different buying behavior had being formed. People who in first group above like to buy production with high quality and they care about the comfort of the production, however, they would update their productions while there are new one; on the other hand, poorer people just care about the price of the production.

For Samsung:

Since Samsung's productions aim at high earning group people, they should put most of their market in that area, and they need to do their effort on productions' feature.

Demographic: (In China)

We can understand the demographic distribution use the diagram below (Unit 10 thousands):

Gross Percent

City 56212 43.0

County 74544 57.0

Male 67375 51.5

Female 63381 48.5

Age 0-14 26504 20.3

15-64 94197 72.2

Older than 65 10055 7.7

Sum 130756 100

From the diagram we could see that population in counties is larger than in cities, and male and female numbers are approaching to a balance, also, the most larger amount of people are located between age 15 to 64. That is means more potential markets are engendering by the increasing of people in China.

The