Plan De Mercadeo Para Nuevo Producto Samsung

Introduction

In this report we will present the Marketing Plan for a new product that we believe would have a very good public acceptance inside Samsung’s product portfolio. We believe that this company has the potential to accomplish this due to the great experience it has developing and marketing high-tech electronic devices.

Samsung is a South Korea based multinational corporate groupestablished in 1938 and operating in various industrial areas from electronics and LED technology to shipbuilding and petrochemicals. According to Samsung’s 2011 Annual Report (Samsung, 2011), the corporation generated $220.1 billion sales revenue and $21.2 billion net profit. The corporation’s net sales were mainly driven by Samsung Electronics, a subsidiary company of the group, with $135.8billion sales revenue, which equalled to 62% of the corporation’s total sales in 2010. Since Samsung Electronics is the flagship for Samsung, this marketing plan focuses on this company and introduces a new innovative product to its existing product portfolio.  

1. Company Analysis
Samsung Electronics (hereafter referred to as “Samsung” or “the company”) is one of the world’s leader electronics andtechnology companies operating in 68 countries globally. In 2010, the company generated $13.9 billion net profit from $135.8 billion net sales. The company has divided its operation within nine main business units (Samsung, 2011); Visual Display, Mobile Communications, Telecommunication Systems, Digital Appliances, IT Solutions, Digital Imaging, Memory, System LSI, and LCD and has had a broadproduct range consisting of TV & Video solutions, mobile/smartphones, PCs, Laptops, Tablets and various computing devices, cameras, home appliances, semiconductors (e.g. chips, RAMs), lighting solutions, etc.
In 2010, Samsung announced its 10-year strategic plan and corporate vision which is called as “Vision 2020” with the “Inspire the World, Create the Future” motto.

The company expects toachieve the following goals by 2020 (Samsung, 2011 and 2010):
* Reaching $400 billion sales revenue and being recognized as one of the world’s top 10 multinationals.
* Develop new businesses in healthcare, the environment and renewable energy.
* Develop new businesses which provide innovation in hardware and software.

During the last years, Samsung has achieved to be one of the keyplayers in personal computers (especially in laptops), smartphones and tablets. The company is also one of the leader companies in home entertainment systems (e.g. 3D home theatres) and display solutions (e.g. Blu-Ray & DVD players, LED/LCD TVs). In other words, Samsung has a lot of experience in both computing devices, including handheld devices, and TV & Video solutions. However,although the company has enough technology and experience in these areas, it does not have any product in the entertainment/gaming console area in which millions of users have built a billion-dollar market and revenue.

In this marketing plan, a revolutionary entertainment/gaming console, Samsung Galaxy Box (hereafter referred to as “SGB” or “the console”), has been proposed as a new product to theexisting product portfolio of Samsung. The console consists of motion-sensing technology, by which people can control and interact with the console by moving their body (without the need of a game controller), and as an innovative feature neurotechnology. By neurotechnology, it is possible to understand feelings, thoughts, emotions or expressions of people from their brain activities and interactwith them. It not only provides unique experiences to each person with respect to her/his characteristics, but also interacts with the same person differently according to her/his instant mood, morale or expressions. Today, it is used in several medical treatments such as recovering deaf people’s hearing ability, understanding and curing mentally disordered people and physiotherapy. Besides...