[pic] Samsung Wave-II Brisk Phone Marketing Scheme and diplomacy Principles of Marketing EIB-507 Prepared By: MD. Ashif Hossain Roll-80104045 International Business, EMBA University Of Dhaka Prepared For: MD. Kamal Uddin,Ph. D Associate Professor Executive epitome Fickle phone, which is defined as a noble technology electronic fruit, is remotespinterpret all aggravate the globe. Bangladesh must be one of the biggest dispenses for those fickle phone manipulationrs.
As a pioneer in fickle telecommunications dispense, Samsung has its or-laws tenure diplomacy that leads to amiable-fortune, and pays a numerous vigilance to the dispense of Bangladesh. Inveterate on the Bangladesh fickle phone dispense, this Nursing Dissertation analyzes Samsung’s tenure diplomacy to semblance conclude of Samsung’s amiable-fortune. The tenure diplomacy includes the strategic urgent, the competitive diplomacy and dispenseing mix. The strategic concept of Samsung is to forward the circumvent-for-side diplomacy. Samsung subdivides the all dispense into sundry extrinsic dispenses according to the discoveryes encircling the disuniteialities of unanalogous men-folks.
And then unanalogous types of fickle phones are put into the dispense aimed at attracting unanalogous consumer knots. The competitive diplomacy of Samsung is to reshape the innovative force to win the competitive usage. Sound technological alteration force fashions Samsung exist in the eager posture of fickle activity all the opportunity, and characterized this mark by a specific purification. And the dispenseing mix of Samsung is to use the integrated dispenseing diplomacy including fruit, charge, elevation and situate.
It values the fabric of a mark, the orientation of its fruits and pays a lot of vigilance to technology reformment. It increases the sales through impressible catalogue, introduction to the celebrities and vast-lamina invigoration. Current Dispense Situation Increasingly, we are observing that laborersets are subjoined the mould of recognized consumer electronics; the bear is toward phones behind a while reformd portions at inferior charges. Simultaneously, there are past manipulationrs who earn utter worthlesser laborersets to detain the lump dispense.
Multibusiness cell phones, e-mail inventions are increasingly remotespinterpret today. Arrive-at defend phone is very noticeablely inviting accordingly it is Very noticeablely self-possessed to use and community can browse the website affect they browse in a laptop computer. Rivalry is for-this-reason past strenuous. So it is vastly observefficient that there earn be lumpive circumvent-for for such phones in the advenient. To find dispense portion-out in the dynamic environment, Samsung must carefully target Specific portions behind a while portions that utter benefits valued by each customer knot. Dispense Description Samsung Wave II arrive-at pad phone’s elementary target consumers are immature community.
It is very noticeablely inviting for tyro accordingly of it’s remote arrive-at defend which could be used as a laborer Held palmtop. It influences Wi-Fi technology so community can forward their documents and other quantitative refine through this phone affect a workstation. In the field of Bangladesh community can vastly adviser the Stock dispense motion through its noble-speed Internet technology. Other users are entrepreneurs and administratives. It is very noticeablely worthless in collate behind a while an apple I-phone. Fruit Review The Samsung Wave II S8530 (or "Samsung Wave II") is the Successor f Samsung Wave S8500 briskphone floating the bada 1. 2 unhindered rule intentional by Samsung, which was commercially released on October, 2010.  The Wave is a loose arrive-atdefend phone swayed by Samsung's "Hummingbird" CPU (S5PC110), which includes 1 GHz ARM Cortex-8 CPU and a sound built-in PowerVR SGX 540 graphics engine, "Super LCD" defend and 720p noble-definition video detain capabilities. Our Fruit Samsung Wave II brisk phone offers the subjoined existard portions Behind a while a bada 1. 2 unhindered rule Hardware portions Tenure - The speakerphone is numerous.
It was very sonorous and free. Discourse tenure was as-courteous self-possessed. Uniformly you've situated your assist circumvent, an icon appears to discourse the two circumvents. It can disuniteed 20 circumvents at uniformly and had no embarrassment swapping and waste men-folks from the discourse. Guile The phone is made of in-great-measure metal deterioration and is measured at 10. 9 mm turbid. In stipulations of shape rudiment, it is a slate designate featuring solely 3 substantial trifles on the front: circumvent, reject/ shutdown, and deep menu trifle. The ergonomically intentional substance as-courteous fashions it past cozy to repose. Defend The defend is a 3. -inch (94 mm) capacitive arrive-atdefend Super LCD behind a while an anti-smudge oleophobic integument on top of the scratch-resistant tempered-glass (Gorilla Glass Display) arrive-at panel which has been semblancen to be choice of athwart terminal contact (scratch-resistant). The defend decomposture is 800x480 WVGA.  Processor The phone portions a 1 GHz SoC, which behind a whilein contains an ARM Cortex A8 CPU nucleus that is corresponding to the ARM Cortex CPU nucleus used in Apple's A4 aggression on aggression SoC.  The Phone graphics engine is SGX 540 which is said to be choice of generating 90 pet triangles per assist (corresponding as the SoC used on the Samsung Galaxy S).
And 512MB RAM (corresponding hardware as Samsung Wave S8500). Camera The phone portions a 5 megapixel which influences 2592 x 1944 pixels, concurrently behind a while autofocus, LED glister, Geo-tagging, aspect, connive defiance, idea stabilization, arrive-at nucleus,etc. Other than these portions it has different offshooting modes such as seemliness shot, encourage shot, faithful, panorama and vintage shot. As a camcorder it is efficient to offoffshoot 720p HD archivesing (1280x720) at 30 FPS behind a while glister. As courteous as this, it is as-courteous efficient to archives inert motion video (320x240) at 120 FPS behind a while glister. Other portions
Other portion includes A-GPS, 2 GB/8 GB of inner storage behind a while a microSDHC slot for an afunroving 32 GB. It as-courteous has a magnetometer, a vicinity sensor, an accelerometer, 5. 1-channel circumvent investigate Fickle Theater, music remembrance, a fake circumvent use, brisk quest, Gregarious Hub and it is the primeval phone to influence Bluetooth rendering 3. 0. In restoration to Bluetooth 3. 0, the phone as-courteous portions Wi-Fi 802. 11 b/g/n, HSDPA 3. 2 Mbit/s and HSUPA 2 Mbit/s. This phone is availefficient behind a while twain European/Asia 3G bandings and the North American 3G bandings.
Software Features User Interaspect The phone is one of the few briskphone to portion the Samsung bada unhindered rule platform. The UI is Samsung's own Touchwiz 3. 0. Touchwiz 3. 0, affect the 2 predecessors (Touchwiz 2. 0 and Touchwiz), utilises widgets. The 3 most notefficient widgets pre-installed in Touchwiz 3. 0 are Daily Briefing (which includes all quantitative notice such as sphere, finance, AP fickle tidings and list), Feeds and Updates and Buddies now (which allows users to circumvent, grant texts to and interpret Facebook/Twitter feeds off their favourite contacts).
Users are recognized to enjoy up to 10 homescreens to add widgets. Applications In stipulations of Internet Browser, Samsung Wave is pre-installed behind a while Dolphin Browser v2. 0 (inveterate on WebKit). While this browser influences Glister it is disabled by call-for to reshape page aggression opportunity. By call-for, the phone comes behind a while Picsel Viewer which is choice of interpreting . pdf and Microsoft Office refine shapeats. Users from selected countries can buy and downaggression Picsel Office Editor from Samsung Apps. As for Samsung apps, users can as-courteous downaggression collisions, games and widgets from the collision garner.
Other software includes the GPS software that comes behind a while this phone (LBS Route 66), Palringo IM, Facebook, Twitter, gregarious hub, mini diary, daily dirtying, memo, video player, FM radio, resources browser, suffrage archiveser, e-mail and pre-installed asphalt5. Resources Influence MP3, AAC, AAC+, e-AAC+, WMA, AMR, WAV, MP4, FLAC, MPEG4, H. 263, H. 264, WMV, AVI, DivX, XviD, MK Competitive OVERVIEW Players There are currently immodest tiers of players in the laborerset dispense: · Tier 1: Nokia, Samsung and Apple · Tier 2: Motorol and Ericsson · Tier 3: Alcatel, Siemens etc · Tier 4: the rest
Nokia swept into the dispense, aggravatetaking twain Motorola and Ericsson to total the vastst laborerset sales during 1998. Samsung behind a dirty pains opposite Nokia and apple finally got a vast portion-out of customer. The call-for of Motorola to provoke from analog to digital and of Ericsson to live fashionefficient guiles enabled Nokia’s dispense posture to reform. Since then, twain Motorola and Ericsson enjoy been fetidly untrammelled catch- up, attempting to leverage their strengths in technology and semiconductors to aggression Nokia’s portion-out in the aggravateall globe dispense. Tier 3 companies produce to a inferior-end, inferior-margin dispense.
Relative failure of economies of lamina, fruit place, and mark equity fashion dispense lordship or uniarrange analogy a very intricate brave for these smaller players. However, Samsung – behind a while its new tawdry guile and technology – is courteous postureed in the emerging brisk phone dispense, and is choice of threatening the vastr two companies (nokia and apple). Collate among Samsung Wave-II and I-phone Accordingly the vast chunk of dispense portion who prefers Smartphone is detaind by the apple’s I-phone. We should enjoy a total apprehension what the i-phone offers as courteous as Samsung wave-II [pic] |[pic] | |Features |Apple I-phone |Samsung Wave-II | |Overview |Touchscreen, Scratch Resistant Oleophobic Surface, |LCD Capacitive Touchscreen,Scratch Resistant Oleophobic| | |Multi Arrive-at Input Method, Three Axis Gyro Sensor, |Surface,Accelerometer Sensor for Auto-rotate, | | |MicroSIM card influence solely, 5 MP Camera, TV-out, |Handwriting remembrance,Multi-arrive-at Input Method,5 MP | | |Audio/Video player, Data Forward 3G, EDGE, GPS, |Camera,MP4 Player,Stereo FM | | |Bluetooth, Wi-Fi, HTML Browser, Google Maps |radio,TV-Out,3G,EDGE,GPS,Bluetooth,Wi-Fi ,HTML | | | |Browser,Bada OS | |Operating Rule |iOS 4 (inveterate on Mac OS) |Bada OS 1. | |Processor Speed |1 GHz ARM Cortex-A8 processor, PowerVR SGX535GPU, |ARM Cortex A8 1GHz processor | | |Apple A4 chipset | | |2G network |GSM 850 / 900 / 1800 / 1900 |GSM 850 / 900 / 1800 / 1900 | |3G network |HSDPA 850 / 900 / 1900 / 2100 |HSDPA 900 / 2100 | |Dimensions |115. x 58. 6 x 9. 3 mm |123. 9 x 59. 8 x 11. 8 mm | |Weight |137 g |135 g | |Display Size |3. 5 inches, LED-backlit IPS TFT, capacitive |3. 7 inches,Super Free LCD capacitive arrive-atscreen, 16M | | |touchscreen, 16M colors |colors | |Resolution |640 x 960 pixels |480 x 800 pixels |Music Player |MP3 ,WAV,AAC, AIFF, AAC Protected, MP3 VBR,Audible |MP3/WAV/WMA/eAAC+ player | | |(formats 2-4),Apple Lossless, Music play-Up to 40 | | | |hours | | |Radio |No |Stereo FM radio behind a while RDS, FM archivesing | |Camera |5 MP, 2592 x 1944 pixels, autofocus, LED glister, |5 MP, 2592 x 1944 pixels, autofocus, LED glister | | |Secondary: video tenure camera aggravate Wi-Fi solely | | |Video |[email protected], LED video trifling, geo-tagging,Video |[email protected],Video | | |Player-MPEG4, H. 264, MOV |Player-MP4,MKV,H. 263,H. 64,WMV,Xvid,DivX | |Internal |16 GB storage |2 GB storage | |Slot micro sd |No |microSD up to 32GB, 2GB card interposed | |Battery |Standard battery, Li-Po 1420mAh |Standard battery, Li-Ion 1500 mAh | |Talk Opportunity |Up to 14 h (2G) / Up to 7 h (3G) |Up to 13 hours | |Blue Tooth |v2. 1 behind a while A2DP |v3. 0 behind a while A2DP | |USB |v2. 0 |microUSB v2. 0 | |GPRS |Class 10 |Class 10 | |EDGE |Class 10 |Class 10 | |Wlan & Wifi |Wi-Fi 802. 1 b/g/n |Wi-Fi 802. 11 b/g/n | |3G |HSDPA, 7. 2 Mbps; HSUPA, 5. 76 Mbps |HSDPA 3. 6 Mbps; HSUPA, 2 Mbps | |GPS |Yes, A-GPS influence |A-GPS influence, Samsung Fickle Navigator | |Document viewer |Yes(don’t influence Microsoft aggression) |Yes(pdf,word,XL) | |Price per disunite |BDT 55000/- |BDT 20000/- | Samsung Wave-II SWOT ANALYSIS Strengths Having the delayed technology aggravate the competitors in the fickle phone activity – Decentralized posse construction, innovative and unreal employees and Charismatic sound pioneer – One of the best dispense pioneership in the fickle activity – Sound mark designate and posse idea in the global dispense – Has its own manipulation and network – Fruit alteration – Economy of lamina Weaknesses – Complacency and self-conceit – Few customized operator-specific laborersets – Few alliances, posse sticks to its tangible in the dispense, do not lack to prevent behind a while the operators Opportunities – The emerging dispense in discloseing countries, such as China, India, Bangladesh – The emerging dispense for noble-end fickle phone such as tenure user phone Threats – Facing past new competitors, chiefly from Asia – Stronger buyer sway from the network operators – Lost dispense portion-out – Sound rivalry in fickle activity Objectives
We enjoy set fetid but totalfficient extrinsics for the primeval and assist years of dispense memorandum. • First-year extrinsics: During the Samsung wave-II primal year on the dispense, we are aiming for a 40 percent portion-out of the Bangladesh brisk phone dispense through disunite sales book of 1,00,000 disunites. • Second-year extrinsics: Our assist-year extrinsics are to total a 60 percent portion-out inveterate on sales of two models and to total break-uniarrange future in this end. Dispense Segmentation Our target dispense is deeply nucleused on immature and administrative community behind a while a beauty for technology which is availefficient in a proportionately worthless charge. There is a customer prorefine as follows: Age: 14 – 25, 25 – 35, 35 +
Gender : Male & Female Family Life Cycle: Young, sole, married, married behind a while conclusion, older, under18. Occupation: Administrative and technical, managers, officials and proprietors, legal, sales, craftspeople, supervisor, Operatives, farmers, lone, tyros, homemakers, unoccupied. Gregarious Class: Inferior Lowers, eminent inferiors, afloat collocate, middle collocate, eminent middles, eminent eminents Monthly income: Under Over10,000 Taka Size of immanent dispense : Total population of Bangladesh. Geographical Location: Rural, Semi-Urban, and Urban User status: Immanent user, primeval opportunity users & recognized users Usage rate: Trifling user, middle user & slow user.
Readiness stage: Aware, conscious, zealous, ready and intending to buy Marketing Diplomacy Positioning In 2007 Samsung Telecommunication Tenure reputed aggravate 40% augmentation and became the assist vastst fickle invention manipulationr in the globe.  Its dispense portion-out was 14% in Q4 2007, becomeing up shape 11. 3% in Q4 2006.  In Q1 2008 Samsung strengthened its assist posture on the dispense and totald 15. 6% globe laborerset dispense portion-out. So as per the solicitude touching Bangladesh Samsung is already totald a amiable dispense portion-out behind Nokia. Fruit Diplomacy • The crop of a fruit behind a while global address • Nimble motion to hawk it internationally Most quantitatively, a commitment to acquirements what consumers lack, behind a whileout compensation of the limits of tangible technology • Best fickle inventions for everyone inattentive the charge and geography • Internet uses on fickle inventions • Tenure disturbance dispenses • Uniformly the conspicuous tenure inventions are prefaced, Corporate users earn forward usage of the stforce and alteration • Low absorb innovative inventions in the emerging dispenses earn beget enrichment due to the mark faithfulness • Introducing the invention for tenure solutions, conspicuous from its competitors • Giving SDK(software crop kit) to the discloseers to disclose past collisions on its new OS platshape • Introducing low absorb ,innovative, inventions in the emerging dispenses • Leading Mark Pricing diplomacy
Samsung Wave-II brisk phone earn be prefaced at BDT 20000/- per disunite in collate behind a while Apple-iphone, which absorbs BDT 55000/- per disunite. Though it is not conspicuous than I-phone but it could Outrun some business of I-phone affect as we enjoy mentioned in our preceding argument. Distribution Diplomacy In Bangladesh by exceptive distributor Samsung could elevate the dispense and as-courteous by resources Advertisement. Samsung could as-courteous elevate the consumers behind a while flexure cabal behind a while superior Carriers affect Grameenphone and Banglalink. Marketing Communication Diplomacy • At TV Catalogue • At Radio Advertisement: • At Outdoor Advertisement: • At Press Conference:
Action Program The Samsung Wave-II earn preface in February 2012. Through a train of listd program Samsung earn heave out its dispenseing diplomacy and total its extrinsics. A monthly foundation disuniteicular encircling these programs are loving under February 2012 • We earn initiate a monstrous whole dealing sales elevation ad. Belligerence to ground dealers and beget perturbation for the fruit expatiate. • Grant catalogs & brochures to 50000 affectly customers • Set-up semblancerooms • Supply samples fruit reviewers, estimation pioneers and celebrities as the disunite of our open relative diplomacy. • Create own website. March 2012 • Collecting dispenseing notice. Start an integrated print/radio/TV/ Internet belligerence targeting consumers. • Launching Samsung Wave-II April 2012 • Study consumer remuneration and test opportunities. Budget [pic] Total primeval-year enrichment : Tk. 200 Nucleus sales book: 100,000 middle allsale charge : Tk. 20000/- per disunite. Variefficient absorb per disunite : TK 2500 for disunites Samsung Wave-II projects sales of Tk 60 Lac on 1st region and therefore Tk. 60 Lac, Tk. 40 Lac and Tk. 40 Lac Estimated primeval-year unroving absorbs: TK. 170 Nucleus Break Uniarrange regard = TK. 1700000000 /TK. (20000-2500) = 97143 Units(approximated) Controls There should be a tense advisering rule in every flatten of dissuasive from top to floor.
We earn carefully adviser customer remuneration through our fruit and customer use Center. Any memorial of hiatus earn be corrected through our noblely advantageable manpower. Further scheme has been discloseed in the texture of cutting charge downgrading. CONCLUSIONS Samsung must rethink its strategies if it is to redeep amiable-fortuneful. The novel economic inertdown coupled behind a while threatening dispense saturation and the circumvent-for for increased businessality, is rise to dramatically diversify the laborerset dispense. Samsung should forward fetid measures to hinder commoditization if it is to become and live nature productive. We enjoy outlined some ways that it can achieve this.
Its mark has proven to be one of its most valuefficient possessions, and Samsung should live construction it. Samsung must as-courteous entirely request evolving customer needs and supply a decisive spirit for mark unanalogousiation. Finally, by shapeing strategic alliances behind a while activity and use supplyrs, Samsung can secure and maximize its spectacle to the end- user. Samsung as-courteous needs to import new fruits to dispense, and, as the dispense is semblanceing memorials of saturation, change its nucleus onto the redemption dispense. This instrument discloseing data-driven uses and misspend disunitenerships behind a while resigned supplyrs. There barely needs to be an inducement for tangible laborerset owners to acquisition a new Samusng laborerset.