三星手机营销case study
第一部智能手机结合了个人数字助理手机的功能，后来的款式中增加了便携式媒体播放器功能,低端数码相机紧凑,迷你型摄像机,GPS导航单位形成多用途的设备。现代智能手机还包括高分辨率触摸屏和可以显示标准网页页面的网页浏览器以及移动设备优化的网站。无线网和移动宽带为高速数据浏览带来了方便。
屏幕智能手机的屏幕在显示尺寸和显示分辨率上有很大程度的不同。最常见的屏幕尺寸范围是2英寸到4英寸(对角)。存在一些5英寸屏幕的设备,可以在移动操作系统上运行,可以打电话,如戴尔Streak,目前三星Galaxy笔记本。
SWOT分析法—SWOT ANALYSIS：
三星手机—samsung handset
竞争优势—STRENGTH:
三星使用最先进的技术是安卓操作系统。
三星产品范围从典型的低倍率到营销精英，市场营销组合。
在2012年三星拥有最大的市场份额和最高的增长率266%。
拥有约125个多渠道合作伙伴的强大广告宣传策略和促销策略。
竞争劣势—WEAKNESS :
缺乏品牌忠诚度，世界各地的人们,并没有太多的忠于三星苹果和诺基亚。
三星还没有在印度的乡下市场开发。
关注B2B营销策人们的收入只有3%左右。
机遇—OPPORTUNITY:
三星可以提出聚焦农村市场促销活动的想法。
专做乡下市场的手机销售。
专门销售功能简洁但耐用的老年手机，使用户满意。
可以与卡登士制作定制三星配件的这些公司联合。
威胁—THREAT:
品牌名称受到不同法律诉讼的阻碍。
就技术而言，手机市场是发展迅速的市场,所以必须在正确的时间想出创新的策略和产品，比如诺基亚决定在印度市场有好转。
竞争强度是来自主要的同行竞争，像诺基亚、苹果等公司，也来自一些同行的新行业和低价格行业，就如micromax。
BCG矩阵—BCG MATRIX
在今天的竞争激烈的手机市场中,全世界没有一家公司这个业务可以作为摇钱树,这对三星手机部门而言也是如此。因为三星是全球手机市场的领导者,再加上他的创新力和强有力的营销，它算得上是一个明星公司了，都但这都是是需要大量的资金(现金)投入。
The first smartphones combined the functions of a personal digital assistant with a mobile phone. Later models added the functionality of portable media players, low-end compact digital cameras, pocket video cameras, and GPS navigation units to form one multi-use device. Modern smartphones also included high-resolution touchscreens and web browsers that display standard web pages as well as mobile-optimized sites. High-speed data access is provided by Wi-Fi and mobile broadband.
Screens on smartphones vary largely in both display size and display resolution. The most common screen sizes range from 2 inches to over 4 inches (measured diagonally). Some 5 inch screen devices exist that run on mobile OSes and have the ability to make phone calls, such as the discontinued Dell Streak and the current Samsung Galaxy Note.
SWOT分析法—SWOT ANALYSIS :
三星手机—samsung handset
竞争优势—STRENGTH :
The technology that is being used by samsung is the most advance( android).
Samsung has product range from typical low range to the elite range ie good marketing- mix
largest market share and highest growth rate 266%in first quarter of 2012
Strong advertising campaigns and promotion strategies around 125 channel partner.
竞争劣势—WEAKNESS :
Lack of brand loyalty less people all over the world are not that much loyal to samsung as to apple and Nokia.
Samsung has yet not make a mark in rural market of India .
Less focus on B2B marketing around only 3% revenue.
机遇—OPPORTUNITY :
Samsung can come up with promotional activity focusing the rural market.
Handset specially designed for the rural market.
Handset specially for the elderly people less of feature but more durability and very user friendly.
Can tie up with the company like capdase for making customized samsung accessories.
威胁—THREAT :
Brand name is being hampered by different coping law suit.
Handset market in very fast moving market in terms of technology so it have to come up with innovations at right time as nokia is deciding to have a turnaround in india market.
Competition is very high from major player like nokia rim apple etc and also from some new and low cost player like micromax etc
BCG矩阵—BCG MATRIX
Today in the tough competitive market of handset all around the world no company can be taken as cash cow and that is to for the samsung handset unit. Since samsung is leader in the handset market globally it is basically a star company just because of its innovations and advertising which need a lot of capital( cash).
Even if we have to take in account the different models from the samsung marketing mix we can have smartphone like wave series using wada platform can come under a question mark because of that company has also stooped manufacturing some of them. but all other using android platform be it galaxy ace of S series they all are in star company generating high revenue from them with continuous Research and development
细分—SEGMENTATION :
Segmentation includes four groups
1. Geographic 2. Demographic 3. Psychographic 4. Behavioral
1. 地理位置—GEOGRAPHIC :
It depends on region, country size, climate, and density of area urban, semi-urban, rural.
