You are on page 1of 7

Strategic planning

An organizations process of testing its strategy or direction in allocating its resources to


pursue its strategy.

Techniques to assess position


PESTEL
Stakeholder Analysis
Competitor Analysis
Need and GAP Analysis
Key Issue Analysis

PESTEL:
Political Trend
Economic Trend
Social Trend
Environmental Trend
Legal Trend

Stakeholder Analysis:
Identify key stakeholder ( internal and external )
Define info required about each group
Gather info by interview or questionnaire
Preview their requirements against current objective.

Competitor Analysis:

1>> Identify Competitors


2>> gather data on their:
>user group
>services offered
>income and expenditure
>strategic intentions
>strength and weakness
3>>assess their overall position compared to your current position.
Need and GAP Analysis:

1>> assess needs of each user group


2>> review current provision
3>>identify critical gaps
4>>review then against organizations capabilities
5>> select gaps to fill

Key Analysis:

1>> take result of internal and external review


2>> identify the key issues
3>> Analyze those issues to determine.

SWOT Analysis
a) Strengths

Samsung is one of the largest company worldwide. Samsung is top rated company in
the UK and all over the world. Business week rated Samsung as 20th on the top 100
world brand and second in electronic industry. Samsung Electronics is largest worldwide
manufacture of memory chip and the second largest manufacture of semiconductors. In
1999 to 2002, Samsung made a lot of work in Hynix Semiconductor, Information
Technologies, Elpida Memory (Hitachi and NEC) and Micronto fix the prices of DRAM
chips sold to American computer makers. Samsung is the world's largest LCD
manufacturer. Samsung is one of the largest industry in cell phone brand all of the
world. Samsung introduces new innovation in the laptop industry. Samsung company
are famous in the UK and others well known countries around the world.

b) Weaknesses

Weaknesses of Samsung company is not pro actively coming out with newer models.
Lack of product differentiation. Samsung introduce different models at different prices
that focus on Mass market instead of position markets. Samsung wouldn't introduce cell
phones like Blackberry and Nokia.Samsung is developing the new models of mobils and
laptops but the prices of othr brands is so cheap.
c) Opportunities

Samsung Electronics worked at four areas in the software Market. These are following
as:

1st in Digital

2nd in Media,

3rd in Semiconductor, Telecommunication Network,

4th is LCD Digital Appliance.

They also expand a lot of opportunities in those areas. The main growing business
areas related to LCD Digital Media Semiconductor at 2006. In 2009, Samsung
established as a separate entity to focus onB2B sales and has released a broad range
of Multi-Functional Devices and printers. All major Print apparatus manufacturers
Samsung have developed and released supporting management software and utilities.
The main Print-Management software has been released as Syncthru WebAdmi
Service.

d) Threats

The other world famous cell phone NOKIA company is very popular in the Europe that's
why the threats of Samsung's domination in the U.S. Nokia's popularity in the European
market, controlling more than half of the world market hard line competitors, including
Sony, Ericsson, and Siemens consumption into its share.

How Samsung influences consumer decision

Customer always demand those things who have some attraction. Due to new product
in the market, customer demand change day by day. The consumer decides which
brand to purchase Integration Post-purchase evaluation .The consumer evaluates their
purchase. affecting purchase decision .We have tried to estimate the strength of the
factors that influence consumer buying decision. The most important thing is the buying
behavior price of product is the most important factor which effects the buying behavior
of consumer. Samsung made some charmfull design electronic mobile and the price
should be cheap then Company make progress in all over the world because customer
also like charming and good looking design and cheap price. customer always demand
good attraction and unique product.

PEST Analysis:

P= Political

E= Economical

S= Social

T= Technological

Political

Samsung considers political policy very important for the betterment and the progress of
the company and it obey all the rules and regulation imposed by the government of the
UK or any other country. Samsung paying a large amount of income for tax and for the
Government stability.

Economical

Samsung had made huge progress in recent years, though it was facing tough
challenges by the rival companies. The main factor in this progress can, somehow, be
pointed out as the wide range of products offered by Samsung. Below is a table stating
some of the economic history of Samsung for the year 2007.

Social

Keeping into account the social and cultural aspect of a society is very important for the
product acceptance and popularity. Samsung focuses on this issue with great care, and
product design is based keeping in mind the social needs and issues. For example,
Samsung launched low priced cell phones which proved very successful specially in
developing world.
Technological

Updating the technical and technological section is very vital for any company to
maintain its position in the market. Any company failing to do so would soon be facing
real challenges. Samsung, as being the manufacturer of wide variety of product, needed
an up to date technology.

Especially in the manufacture of cell phone, LCDs, and other electronic products needs
to be done on automated systems (Robotic machines) to maintain a continuous supply
to products in the market, and Samsung has acquired that technological aspects for its
progress.

Vision and Mission Statement:

Samsung has got its aim set as being ''Digital-E '' company. Being ''Digital'' means that
company is intending not only to make electronic products but also the products that are
competitive enough to provoke inspiration within the company to keep on producing the
high quality products. The '' E '' parts relates to the company's contribution in the
development of latest research in the electronic industry and developing user-friendly,
market-competitive products. To achieve its goals, Samsung has divided its business
strategy into four basic parts.

The very first thing in this is developing the home-entertainment accessories and the
focus is on the digital TV. Efforts will be made on the technological and design
improvement in the TV to get the maximum market attention. Secondly, the research n
development in the mobile phone is the key focus of Samsung and there will continuous
work in the development of 3G and smart phone which are, no doubt, seem to future of
mobile phone industry. Samsung has stated to extend this section of the business from
phone to laptops, PDAs and next generation devices and IMT-2000 system. Thirdly, in
Office Network business, we will focus on printers, IP Terminal, info mobile as well as
existing display area

''In the future, Samsung Electronics will practice holistic marketing strategy instead of
individual marketing plans to strengthen its market power and increase brand value with
high quality products. Under the brand concept of "Wow, Simple, Inclusive", Samsung
Electronics is launching a worldwide brand campaign.''

New marketing strategy

Samsung should be introduce the new marketing strategic in our company:


Overall strategy

Strategic alliances

Affiliated partners

Computer hardware

Document management services

Selective target marketing

Direct advertising

Attractive site launch

Idea implement

By increasing management prowess and embracing innovation at every opportunity,


Samsung electronics will become one of the most profitable and most revered global
companies.

Goal of Samsung

''The ultimate goal of Samsung Electronics is to emerge as a global business leader of


unparalleled determination and accomplishment, offering new values and a more
prosperous future not only to our customers, shareholders and regional communities,
but also to humanity as a whole. All of us at Samsung Electronics stand together,
inseparably linked by a unified commitment to lead the growth of the global electronics
industry as a truly exemplary company, admired by customers worldwide. I would like to
welcome the encouragement and support of customers and shareholders alike in our
tireless efforts to recreate ourselves into the most promising model for becoming what I
envision to be "the best of the best."

Conclusion

It is very clear that mission and vision policy, marketing strategies, technological
updates and research & development are the key features for the progress of a
company. In the precious discussion, it is obvious that Samsung is keeping all of these
factors under consideration. In its set goals, samsung not only improving home based
entertainment but it has planned to provide all the basic equipment n accessories
required for the office use.

Critically speaking, Samsung is facing tough competition form its rival companies
specially in the UK and Europe. Although Samsung still holds a big place in
entertainment products, it has not come up with a very market competitive mobile phone
or smart phones.

Marketing strategies of Samsung are developing as there is shift in the media from TV
to internet. So Samsung has got a good setup of websites and its market strategies are
reasonably up to date.

You might also like