SAMPLE EXCERPT:

19).

g. Objectives

The marketing objectives are to increase and ideally dominate sales of Galaxy Mini S to the target market of young adult white educated males.

h. Strategy

In order to reach its objective, the marketing campaign should: use a comprehensive ad campaign through television, newspapers, magazines, and the internet; stress Samsung Electronics' reputable brand and dedication to state-of-the-art technology; compose ads that will appeal to the target market of adult young white educated males; make any alliances deemed necessary with other strategic companies to strengthen Samsung's market position for this product.

3. Conclusion

Samsung Group started as a small Korean export business in 1938 and eventually grew to a global technical giant. One of its companies, Samsung Electronics, is planning to market the Samsung Galaxy Mini S, a state-of-the-art tablet that incorporates smart phone and other technologies. To most effectively market the product, marketers should perform a situational analysis of: external and internal forces; the company's vision statement; its current strategy; and a segmentation-Targeting-Positioning analysis. Samsung's marketers should also carefully assess its competition from Apple, Inc. As well as other companies, and make a SWOT analysis determining the company's strengths, weaknesses, opportunities and threats. The marketers should also assemble a marketing mix of product information, pricing, promotion and place. Market research findings from assessing the mini tablet market, the company's ability to sell in that market, and feedback from focus groups will also be important. Marketers will also have to formulate marketing objectives and a strategy for achieving those objectives. By gathering, assessing and implementing as much external and internal information as possible, Samsung Electronics can most effectively market the Galaxy Mini S.

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