Samsung Telecommunications

Holland’s Helper Application For Mobile Phones

And Tablets

MT 219 MarketingKaplan UniversityProfessor Doyle

Holley Klein

Section I – The Business

Company Description

Business Mission

Company Values

Unique Selling Position

Global Vision

Section II – Marketing Environment

• Social Environment• Demographic

Environment• Economic

Environment• Technological

Environment• Political Environment

• Competitive Environment

Section III – The Customer

Consumer BehaviorMarket SegmentationTarget MarketPositioning Strategy

Section IV – Marketing Strategy Product

• Product Description• Brand

• Product Classification• Product Features and Benefits

• Packaging• Product Warranties

• Service Characteristics• Relationship Marketing Strategy

• Product Lifecycle

Section IV – Marketing StrategyPlace

Marketing Channels Channel Structure Distribution Intensity

Supply Chain Management

Managing Logistics

Section IV – Marketing StrategyPromotion

Strategy Goals Factors Affecting Mix

Integrated Marketing

Communication

Section IV – Marketing StrategyPricing

• Objectives

• Determinants

• Strategy

• Ethical and Legal

• Base Price

• Pricing Contingency

Plan

References

• Holland, A. W. (2012, October 1). How to improve vehicle on board data systems, including maintenance systems, diagnostics, safety, and remote capabilities. (H. S. Klein, Interviewer)

• Lamb, C., Hair, J. F., & McDaniel, C. (2012). MKTG5. Mason, OH: South-Western, Cengage.

• Pricewaterhouse Coopers. (2012). Hoover’s company profile of Samsung Telecommunications America, L. L. C. Austin: Thomson Reuters.

References (Con’t)

• Samsung Corporation (2012). Samsung Companyhttp://www.samsung.co/hk_en/aboutsamsung/samsunggroup/valuephilosophy/SAMSUNGGroup_ValuesPhilosophy.html

• Samsung mobile press release. (2012, August 29). Samsung mobile press web site: http:// www.samsungmobilepress.com/2012/08/29/Samsung-Ready-to-go-with-windows-8-and-windows-phone-8