Samsung Galaxy Grand Duo Marketing Plan

The University Of Queensland

UQ Business School

MKTG7501

Marketing Plan Samsung Galaxy Grand

Junlin Hu - 42795409 Sara Larsen - 43050356 Tanja Meyer - 43106954 Tinkyaw KoKo – 40726306

MKTG7501 Team T3 – Marketing Plan _Junlin Hu, Tinkyaw KoKo, Sara Larsen, Tanja Meyer

EXECUTIVE SUMMARY

Samsung Galaxy Series, globally known as an icon of smartphone series with fashion design and cutting-edge technologies, is presenting another member in the Galaxy family – the new Samsung Galaxy Grand dual (i9802). Since Galaxy Grand was recently released in the market, there is currently little or no data on its actual sales situation, which indicates the necessity to focus on the current market in China and discuss the potential market. Meanwhile, China is rapidly developing a reputation for high-tech industries. Beijing, as well as Shanghai is usually regarded as the most affluent urban cities with high-tech hub, and the growth of mobile phone users in the main cities in modern China is also equally impressive and shows a much higher penetration rate.

This marketing plan will bring a detailed background of Samsung Company and Samsung Galaxy Grand (i9802), as well as examine the market situation, trends competitive situation and growth in China. In addition, a comprehensive analysis of market segmentation and marketing strategy will be discussed in attention to guarantee a successful launch for a new product in urban China, followed by sales- and cost forecasts. Next, control measures will be provided to make sure that the marketing plan will be implemented and lastly, the limitations of this marketing plan will be analysed as well.

MKTG7501 Team T3 – Marketing Plan _Junlin Hu, Tinkyaw KoKo, Sara Larsen, Tanja Meyer

TABLE OF CONTENTS

1. The Company ____________________________________________________________ 4

1.1 The Samsung Philosophy ______________________________________________________ 4 1.2 Values...