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Strategic Marketing Plan Essay Example

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Strategic Marketing Plan

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Samsung Australia’s TV business unit is considered as a “key driver in the Samsung Set Business portfolio, along with the Mobile phone business” (Samsung 2011). The TV business has held a strong top position in the market share (Samsung 2011). LED TVs have led the growth in the TV business, while Samsung’s LCD and Plasma TVs are also industry leaders (Samsung 2011). This indicates that for Samsung Australia, Samsung TV is a strategic fit within the corporate structure, because it sustains the marketing of innovation and distinctiveness. Samsung has focused on innovation to pursue continuous digital convergence and Samsung TV embodies digital convergences too (AO3 2011). Samsung TV also affects the financial performance of Samsung, although competition has intensified with the developments of the 3D digital TV genre.Samsung TV is sold all over Australia in different distribution channels, including the usual department stores and electronic-specialty shops. Samsung TV offers Internet-connection with “Samsung Applications”, “Web Browser,” “Search all”, “Your Video,” “Social TV,” “Skype,” and “Allshare” (Samsung 2011). It also offers 3D viewing capacity. Web Browser enables web users to surf the net through the big screen (Samsung 2011). “Social TV” allows users to share comments with friends and families, as well as chat with them, while they are watching their TV shows (Samsung 2011). Samsung Apps or Applications permit users to access different apps, such as “Sports, News, Entertainment, Social,” and “Big Pond Movies on demand,” as well as, “NRL Game Analyser” (Samsung 2011). “Search All” functions as the search button, where when people enter an “event,” for instance, this search button will search all media streams and the Internet and put results in one area (Samsung 2011). “Your Video” makes recommendations based on past viewed movies; it presents an automatic listing of all-time movie favorites (Samsung 2011).Based on the website of Samsung Australia, it offers “Smart TVs” that can be categorized into several kinds: 1) LED TV, 2) Plasma TV, and 3) LCD TV. Among the three, LCD TV is the first developed, followed by Plasma and LED. LED TV addresses the shortcomings of both LCD and Plasma televisions, by offering better color levels and contrast ratio, and so pictures are clearer and crisper from different angles (Technically Easy 2011). In addition, LED TVs have

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AO3 Independent Computer Search. 2011. Samsung Australia Company Profile. Accessed Sept 23.

Businessweek. 2011. “Samsung Electronics-Regs GDR.” Accessed Sept 19. http://investing.businessweek.com/businessweek/research/stocks/financials/financials.asp?ticker=SSUN:GR&dataset=incomeStatement&period=A&currency=US%20Dollar

Dudley-Nicholson, Jennifer. 2011. “New Box of Tricks.” The Courier Mail, May 4, 6.

Ihlwan, Moon. 2010. “Sony and Samsungs Strategic Split.” Businessweek, January 7. Accessed Sept 19. http://www.businessweek.com/magazine/content/10_03/b4163052960824.htm

McCracken, Harry. 2006. “TV on the Net: Ready for Prime Time?” PC World, April, 24 (4), 15.

Sinclair, Lara. 2011a. “Farewell to the Idiot Box in the Corner as Televisions Get Smart.” The Australian, January 8, 3.

Sinclair, Lara. 2011b. “LG Determined To Dominate Consumer Electronics Industry. “The Australian, January 13, 20.

Sinclair, Lara. 2011c. “Internet TV Proving a Hit.” The Australian, March 21, 30.

Samsung. 2011. Samsung Smart TV. Accessed Sept 19. http://www.samsung.com/au/consumer/tv-audio-video/television/index.idx?pagetype=type_p2&

Samsung. 2010. 2010 Samsung Electronics Annual Report. Accessed Sept 19. http://www.samsung.com/us/aboutsamsung/ir/financialinformation/annualreport/downloads/2010/SECAR2010_Eng_Final.pdf

Tarr, Greg. 2007. “Samsung Holds LCD Lead, Sony Takes Back RPTV.” TWICE: This Week in Consumer Electronics, September 24, 26 (6), 36.

Technically Easy. 2011. Differences between LCD, Plasma and LED televisions. Accessed Sept 19. http://technicallyeasy.net/2011/04/differences-between-lcd-plasma-and-led-televisions/

The Australian. 2011. “LG Determined To Dominate Consumer Electronics Industry.” The Australian, January 13.

TWICE: This Week in Consumer Electronics. 2010. “Market Share Reports by Category. TWICE, July 5, 25 (14), 10-16.

Winslow, George. 2011. “Tablets and Smart TVs: What You Need To Know.” Broadcasting & Cable, January 17,141 (3), 14-15.

Yasu, Mariko and Mikako Nakajima. 2011. “Panasonic Profit Misses Estimates as TV Sales Drop.” Businessweek, February 2. Accessed Sept 19. http://www.businessweek.com/news/2011-02-02/panasonic-profit-misses-estimates-as-tv-sales-drop.html

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preview essay on Strategic Marketing Plan
  • Pages: 7 (1750 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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