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Marketing plan
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Marketing plan
SAMSUNG ELECTRICALS.
Marketing Plan
EXECUTIVE SUMMARY
Samsung electrical is a small recently acquired company in the first year of expansion from
having one branch to having other branches within the country. Samsung electrical sells high-
tech electrical appliances and related items to about 10 companies and 50 retail outlets. The
companies are mostly construction companies which use our appliances in installing in their
buildings while the retail outlets sell our products to small scale electricians. Samsung
electrical employees face overworking challenges, as Samsung electrical products are highly
demanded and the real estate industry is on the rapid rise throughout the year. A major
challenge facing Samsung electrical is how to increase our products and maintain the high
quality it is well known for. An evaluation of the company’s internal strengths and
weaknesses as well as external opportunities and threats served as the basis for this strategic
analysis and marketing plan. The plan focuses on the company’s growth and expansion
strategy, presenting ways in which it can capitalize on the pre-existing customer
relationships. Since Samsung electrical markets a product used mainly as a promotional tool
by its clients, it is at the moment regarded as a business-to-business marketer.
(Charles1999
)
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Marketing plan
Table of contents
I.
ENVIRONMENTAL ANALYSIS
A. The Marketing Environment
B. Target Market(s)
C.
Current Marketing Objectives and Performance
II.
SWOT ANALYSIS
A.
Strengths
B.
Weaknesses
C.
Opportunities
D.
Threats
III.
MARKETING OBJECTIVES
IV.
MARKETING MIX
1.
Products.
2.
Price
.
3.
Distribution.
I.
ENVIRONMENTAL ANALYSIS
Founded as an electrical appliances repair company, Samsung electrical, has evolved into a
manufacturer and marketer of high-quality electrical appliances. In 2010, the company was
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Marketing plan
bought by Samsung Inc. a global electronics company that renamed it Samsung electrical
from Wangdu electrical as was formally called. Through its injection of highly sophisticated
machinery and well qualified professionals in various fields of this business it has been
turned it into a very successful operation. In the near future, Samsung electrical seeks to go
global like its mother company. (Ferrell&
Michael 2013, p.49)
A. The Marketing Environment
1.
Competitive forces
. The competition in the specialty construction industry is very strong
on a local and regional basis but a bit weak on a national scale. Sales figures for the industry
as a whole are difficult to get because the business that used to be conducted on a national
scale is quite minimal. The competition within the electrical appliances industry is strong.
The main competitors such as German based companies have about 80 market shares leaving
the 10 percent market share to be shared by other companies like ours however we seek to
change this monopoly. (Ferrell&
Michael 2013, p.49)
2.
Economic forces.
Nationwide, many companies have brought down their total promotion
expenditure since they are being faced by the need to cut expenses. It is unfortunate for the
