Michael Poturalski l Erik Armstrong l Brandon Means

OBJECTIVES SITUATION & SWOT TARGET MARKET ACTION PLAN

THE CUSTOMER HAS SPOKEN

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OBJECTIVES SITUATION & SWOT TARGET MARKET ACTION PLAN

• Remain Global Leader in smart

phone market

• Increase Market Share to 40% by

Q2 2013

Business Objectives

• Spread Awareness

• Amplify Relationships

• Establish New Relationships

Marketing Objectives

OBJECTIVES SITUATION & SWOT TARGET MARKET ACTION PLAN

Internal Situation

STA established in 1992

Record Sales Galaxy SIII

Collaboration with KT

Smart Cloud

External Situation

Apple, Nokia, and Motorola

Industry Trends

Political and Legal

Technological Factors

OBJECTIVES SITUATION & SWOT TARGET MARKET ACTION PLAN

Strengths• Strong Market

Position• High Brand Equity• Diversified Business

Operations• Commitment to R&D

Weaknesses• Patent infringement

lawsuit• Product recalls• Weak presence in

developing Nations

Opportunities• Strategic alliances

broaden product line• Indian mobile market• Tablet market• Positive economic

outlook

Threats• Intense competition• Rise in environmental

concern• R&D Failures

OBJECTIVES SITUATION & SWOT TARGET MARKET ACTION PLAN

B2C Target Market

Middle-Upper class adults

Convenience & Personal use

High School, College, and Graduate students

Do it All Device

B2B Target Market

Large Enterprise Software Firms

Managing Information

Small-to mid size corporations

Keep in Touch

OBJECTIVES SITUATION & SWOT TARGET MARKET ACTION PLAN

Integrated Marketing Communications• Corporate culture must

reflect products• Advertising and

communication channels•

Online & Offline • Social Media • Technology Based

Websites

Traditional Advertising • Promotions at Major Events• Work with Retailers & Service

Providers

Customer Acquisition and Retention• Online Promotions• Customer Loyalty Programs• Qualification Support • Problem and Requirement

Management