| Table of Contents |
1.0 Market place situation analysis
1.1 Internal Analysis
1.1.1 Relative strengths and weaknesses of the brand.
1.1.2 IMC and promotional organization and its capabilities.
1.1.3 Previous IMC and promotional programs
1.1.4 Brand image
1.2 External Analysis
1.2.1 Customer behavior analysis
1.2.2 Competitive analysis
1.3 Environmental Analysis
1.4 Marketing Mix Applications
2.0 SWOT Analysis
2.1 External Opportunities and Threats
2.2 Internal Strengths and Weaknesses
3.0 Target Market Segments and Target Audience
3.1 Profiling the Target Market
3.2 Market Segments
3.3 Consumer Characteristics
3.4 The Primary Target Market Segment
4.0 IMC Objectives
4.1 To increase the awareness of new product 60% of target market within first six months.
4.2 To achieve 50% reach in target audience within first six months via broadcast, print and internet media.
4.3 To sell 40 million Samsung Galaxy S10e phones within first six months
References
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1.0 Market place situation analysis
1.1 Internal Analysis
1.1.1 Relative strengths and weaknesses of the brand.
Strengths
Samsung’s main strengths is its strong global brand. Further, Samsung galaxy series has a reputation as a brand that introduce latest technology to the market. Samsung Galaxy S10e is a product brand that was designed by the company to target customers of the mid-range income but who still want a high-end phone experience.
Generally, the phone’s strength is its unique design of small size and edges, which makes it unique in the market and appealing to customers who want smartphone devices of such specifications. The phone is of small size with a 5.8-inch screen and incorporates the latest smartphone technology. Additionally, like any other product brand, the phone has strengths, which makes it a competitive brand in the global market. The product brand’s small size makes it a unique product in the market as consumers are used to more significant smartphone devices. The phone also has a relatively large internal storage of 128GB, as well as a random access memory of 6GB.
Weaknesses
However, due to its limited size, the screen resolution is reduced compared to other larger-sized smartphones. Further, lefties and people with bigger hands many find difficulties to use the phone. It also doesn’t have the optical zoom camera that is associated with most of the high-end smartphone devices.
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