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Samsung is a South Korean company that offers different kinds of products. These products are mainly electronic, industrial and services through other subsidiaries. Electronic goods include phones, fridges, radio systems T.V sets among others. These are aimed towards making life more comfortable for people. Mobile phones which we are seeking to market offer entertainment and communication services as well as data storage facilities to customers. The phones are also integrated with other facilities such as the camera. This allows the user to take photos. Samsung is trying to increase the marketability of its products in the South Africa. This is achievable through intensive marketing campaigns as well as maintenance of a production line with quality products.
Description of Product
A Samsung phone is a gadget that has inbuilt facilities that enable the user to access proper communication among other facilities. An individual is able to call his or her friends and relatives living a distance away. This makes business easier for those who do business. It is also easier to keep close touch with family and friends. It may also be used for purposes of entertainment where one can store music and videos which in the phone memory. Most gadgets produced also have a memory slot where one can insert a memory card with information and data stored on it. Samsung intends to ensure increased sales of the product in the whole world. This is achievable through target of individual countries. This way the whole world will be able to enjoy mobile services through a Samsung phone. Some of the strategic goals include:
The target country here is South Africa. This is a second world state located in the southern part of Africa. The country attained its independence in 1994 after a long period of apartheid policy. The country is currently under the leadership of President Jacob Xhuma who enjoys majority support from the people. The country has a high population of people meaning that marketing the product around here will be easier. The current population stands at slightly over fifty million people.
Rationale behind introducing the product
The Samsung phone enables people to communicate with each other. Users can also use it to send messages and access the internet. In addition, the gadget can be used for storing data and information. Its inbuilt camera allows users to take photos.
The greatest motivation towards introducing the product is to maximize profits. This is because citizens of South Africa have the purchasing power and hence will certainly purchase. It takes some little conviction through intensive marketing and promotion strategies to actually convince people that the product will meet their needs (Dana 2008).
The other motivating factor is the strong economy of South Africa which will therefore provide a favorable environment for the engagement.
South Africa’s Economic sections
South Africa is a second world country, one of a kind in the whole of Africa. The South African Rand is the unit of currency used in this south part of the world. The economy of the country is also relatively stable especially after the long period of apartheid which saw to an end the condition of oppression and impunity in South Africa.
The country has rivers and other water bodies which allow for irrigation as well as geothermal power production. This has brought food security and development in industries in South Africa.
South Africa is also rich in gold mines. The gold rich regions of Transvaal have promoted the economy of the country and created employment for the people.
The infrastructural development has changed greatly. Roads have been developed and airports constructed for purposes of revolutionized transport and communication. This has also boosted the tourism sector greatly.
Trade in the country is efficient with the presence of both a local and international market system for products. This has been a source of employment to many people. Some of the things the country exports include minerals such as gold and titanium.
Political and Legal Environment in South Africa
South Africa is under the leadership of a stable government. The country enjoys a long period of peace and stability owing to the end of the apartheid period. The government of South Africa has three arms of government i.e legislature, judiciary and the executive. The executive consists of the president, the cabinet and the civil service. The judiciary takes care of legal systems in the country. The judiciary is able to ensure effective administration of justice and impartiality. This provides an enabling environment since it removes any kinds of worries that investors should be having regarding the court systems.
South Africa is highly populated with different tribes. The blacks are divided into the Nguni, Sotho, Shangaan-Tsonga and the venda. There are eleven languages that are official in South Africa. These include English, Afrikaans, Ndebele, Sepedi, Xhosa, Venda, Tswana, Southern Sotho, Zulu, Swazi and Tsonga.
Our main target market is individuals. This can be all genders and all ages of people provided they want to acquire a phone that will meet their needs. This will basically form the best market on which Samsung will yield highest returns. It is risky to commit to marketing the products among one group of people since it is a universal product that can be used by almost all people.
South Africa has made tremendous improvement in its technological world. There is more and more use of computers in offices and homes as compared to previous years. The use of websites and emails for communication will enable Samsung to reach out to customers within the country. This will come in handy with such other benefits as increased sales and profits for the company. The country also relies on machinery and current technology for mining in the gold mines. This has paved way for more efficiency and as such increased production (Micheal, 2007).
The use of software technology required is present ensuring the gadgets are in order and working efficiently. These include the necessary programs for the same. The world of computing will also prove very useful in this. Marketing shall be done through the website and social media such as Face book and Twitter. Social media marketing will help in promoting the product among the users of social media.
The competitors include mobile phone manufacturers such as Nokia, Sony Ericson, Ideos etcetera. These companies offer products that can equally meet customer’s need. The challenge therefore is to remain upbeat and vibrant to counter this.
Before making promotional decisions it is important to have a SWOT ANALYSIS.
Samsung must be able to identify its strengths, weaknesses, Opportunities and treats. Some of the strengths of the company include technological advancements; Weaknesses of the company include internal wrangles in the company as well as the gap between the management and employees.
Promotion should then be done. This may be on the radio, TV, social media network, as well as print. The methods are able to reach out to a wide network of people who are also potential customers. Advertisements are very effective in reaching out.
Management should also integrate marketing mix in its bid to expand and take over the market in the South Africa. This involves taking care of the product, the place, pricing, and promotion of the product. The product must be of quality so that customers are satisfied. Branding must also be done. This involves making the product to appear unique. The reference points in this case are color, size, and shape. The product must be made to appear small enough to enable portability and mobility. Shape of the gadget must be well considered. A rectangular shape would do in this case just to make it look unique. A purple color is very appealing to the eye and thus this color with some integration with a white color will just do perfectly. This will serve to attract the attention of buyers in the market.
Packaging of the product should be appropriately done. This should be in a small box where the product can fit perfectly. This will serve to encourage the user of the product.
Discounts should be offered for the products. These include quantity discounts that should be offered to customers to encourage bulk purchase. Wholesalers and retailers will thus be encouraged to purchase since they will get discounts.
Trade discounts must also be offered to wholesalers, retailers and other distributors. The discount allows them to make a profit out of resale of the products.
Bundling is the process in which several products are offered to customers for sale as one bundle. This will be an effective marketing strategy for Samsung. Customers will be more than encouraged to purchase in bulk out of this engagement.
The phones should also be made available to the customer. This should be through transportation to the required destination. This will take care of the second P for place. Deliveries may be made after customers place their order online through the post office. The gadgets may also be sent in form of a parcel, well wrapped.
The company will rely on direct sales to customers. This is where sales agents of the company will meet customers and talked to face-to-face. They thus purchase the products directly from customers. Retail distributors and wholesalers may also be relied upon for sales on behalf of the company. Other intermediates will allow the company to avoid so much cost on storage of the products.
Pricing must be given careful consideration. It will not be prudent to overcharge customers since they might refuse to buy and instead opt to use less expensive gadgets for entertainment. It is also important to charge a cost that will ensure the company at least meets its costs of operation. Price sensitivity therefore must be given careful consideration.
By engaging in intensive marketing the company intends to achieve the following:
To create enough awareness of the products in the market
To seek for new markets and ensure the current customers are maintained
To improve on the image of the company as a whole so that other products may also move.
To obtain as much feedback as possible from customers through direct sales
To ensure that the company’s products, in this case mobile phones are moving in the very competitive world.
The support requirements required include software needs. The manufacture of requires useful technology such as computers, which make work easier. This kind of technology also seeks to check the gadget to ensure it is in good functioning order. Further, software technology must be installed in the gadget so that it can connect to a wide network for people just as is the case with computers.
The company also requires vehicles to do the actual transportation of the products to the destination where they are required.
The company will rely on direct sales to customers. This is where sales agents of the company will meet customers and talked to face-to-face. They thus purchase the products directly from the customers. Retail distributors and wholesalers may also be relied upon for sales on behalf of the company. Other intermediates will allow the company to avoid so much cost on storage of the products. It would be necessary for retail outlets to be opened so as to reach to the customer directly. These outlets will help the customer to understand how to use the product.
The channel of distribution should and must be motivated. This may be through commissions offered depending on the quantity of products sold. This will serve to encourage the customers to buy more and more products to enjoy greater benefits. Distributor margins should also be offered to the distributors. This will allow them to make some profits out of the business engagement and the customers will be encouraged to engage more in the trade. This way, the sales levels will be maximized which will be a direct reward to the company too.
Distributors should be evaluated through the amount of sales they make for the products. This way, each of them will be encouraged to bring in more customers to the business. Transportation should be through company cars. The products may also be sent to the customer via post to the required destination. The outlets set up by Apple will also act as warehouses for the gadgets awaiting dispatch to the customers. Orders must be fulfilled when they are due. It will not be prudent to make orders when they are late. This will improve the image of the business.
The channel of distribution should and must be motivated. This may be through commissions offered depending on the quantity of products sold. This will serve to encourage the customers to buy more and more products to enjoy greater benefits. Distributor margins should also be offered to the distributors (Gilligan 1986). This will allow them to make some profits out of the business engagement and the customers will be encouraged to engage more in the trade. This way, the sales levels will be maximized which will be a direct reward to the company too.
The gadget is primarily for entertainment purposes. This involves storing music and videos on the gadget and then accessing them later. There is a speaker jack on the gadget that gives the user a chance to enjoy music on an external speaker. The phones are portable meaning it is convenient to use.
The phones can reach customers through distribution outlets in the branches. These will be outlets where customers can reach the gadgets at whatever time they want to purchase. It is also important that sales people be sent out to meet potential customers. This could be in schools and other institutions. Persons wishing to purchase the gadget would access it to enjoy full service before purchasing.
The project requires money at first. This is for purposes of distribution and promotion. The two services will have to be paid for. Manufacture of the product also requires finances. Financial institutions such as banks may provide these. The advantage of relying on banks is that they are reliable and can provide enough money for the project to be successful.
A public relations department should and must be established. This department will serve to take care of all customer issues so that they are effectively addressed. Promotional programs should include free Samsung phones for competitions arranged by the company.
Company should also take care of issues that affect the society and undertake initiatives such as eradication of drug and substance abuse in the society. Such programs will boost the image of the business and will make the company’s sales to increase substantially in the long run.