Marketing plan for samsung smart phone 2012-2015

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PHAN ANH KIET

MARKETING PLAN FOR SAMSUNG

SMART PHONE 2012-2015

MASTER PROJECT

MASTER IN BUSINESS & MARKETING MANAGEMENT

Prof. Dr. LE NGUYEN HAU

Ho Chi Minh City

(2011)

TRƯỜNG ĐẠI HỌC MỞ TPHCM UNIVERSITE LIBRE DE BRUXELLES

HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL

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DECLARATION

I declare that this final project contains no material that has been accepted for the

award of any degree of diploma in any universities or other institution and contains

no material previously published or written by another person, except where due

reference is made

I undertake that this is the project of my own. Figures and result which are

mentioned in this project are righteous

Project Author

PHAN ANH KIET

ACKNOWLEDGEMENT

I owe a debt of gratitude to many people who helped me complete this

thesis. I would like to acknowledge the help of all. First of all I would like to

express my deepest acknowledgement to my supervisor, Prof. Dr. Le Nguyen Hau

from Ho Chi Minh City University of Technology (HCMUT), for his valuable

advice and recommendations.

In the process of data collection for this research, many people contributed

to the task and I am particularly grateful for their contributions. I am greatly

indebted to Mr Lee HyungAhn, Mr Thai Manh Binh, Mr Ly Thai Bao, and Mrs.

Dang Thi Hoai An, Mr Pham Ky Vien for providing advices and resources for me

to fulfill my study.

Special thanks are expressed to all professors from Solvay Business School

and Ho Chi Minh City Open University as well as my classmates for their supports

via lectures, discussions, debates, comments and feedbacks throughout my all

Master programs.

Finally, to my parents and my wife, I wish to extend my loving thanks for

their encouragement. My greatest debt of gratitude is to my wife, Mrs. Truong

Pham Bang Phu, who was patiently waiting me during my study in Ho Chi Minh

city. This course could not have been completed without her daily encouragement.

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EXECUTIVE SUMMARY

With the advanced technology, smart phone gradually becomes smart tool to help

users a lot in normal life. Smart phone provide convenience, connection and

entertainment which enable its users to perform various activities with it every time and

everywhere including Value Added Services like Internet, 3G, GPS, Vietmap, etc…

This marketing plan illustrates Samsung smart phone getting customers and

creating a solid revenue stream. Our unique focus of creating smart phones with a

differentiate products gives us an advantage compared to competitors. Samsung tries to

give customers a maximum satisfaction with the best product quality and services. In

addition, Samsung tried to please its distributors and retailers in developing long term

benefit business with slogan “win to win”.

By analyzing SWOT of Samsung smart phone, it helps understand Samsung

strengths and weaknesses to develop own marketing strategy plan. In the first two years,

the project focuses on building brand awareness and increasing sales volume by flexible.

The market penetration strategies and “deeper and wider” channel expansion are action

plans in next three years. The marketing plan is fixed through marketing mix strategy

including Products, Price, Place, and Promotion.

By doing a 3600 marketing plan with efficiency and professionalism, Samsung

smart phone will get the purpose to become a beloved smart phone brand and leader

position in Vietnam market.