Marketing Plan
Samsung Mobile Phone
Marketing Management
December 4th, 2013

Executive Summary
Samsung is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses, most of them united under the Samsung brand, and is the largest South Korean chaebol (business conglomerate). Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over the next three decades the group diversified into areas including food processing, textiles, insurance, securities and retail. Samsung entered the electronics industry in the late 1960s and the construction and shipbuilding industries in the mid-1970s; these areas would drive its subsequent growth. Smartphones and mobile phones are ubiquitous in business and everyday use today. Virtually every executive and individual contributor uses one or more of these devices to access email and websites while away from their desk or for simple everyday use. The mobile market continues to be the cornerstone of growth and innovation for the mobile tech industry. Samsung has done an excellent job of marketing itself in the past five years. This marketing plan focuses on the many broad aspects of Samsung as a mobile phone company and outlines some of the things that Samsung can do and has done to improve it’s operations and cut costs to become a more powerful and profitable company.

Current Marketing Situation
"Inspire the World, Create the Future”.
Samsung is currently leading the world in terms of mobile phone sales they own 26% of the mobile phone market share worldwide, which is simply outstanding. Samsung has done a great job using it assets to retain and bring in new customers in the overall mobile phone market as a whole.

Samsung Mobile SWOT Analysis
Strengths
1. Samsung is technologically very advanced; it has heavy