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Michael Poturalski l Erik Armstrong l Brandon Means
OBJECTIVES SITUATION & SWOT TARGET MARKET ACTION PLAN
THE CUSTOMER HAS SPOKEN
Find exactly what you need with our guide to the BEST Reviewed Products of 2012 this Holiday Season
OBJECTIVES SITUATION & SWOT TARGET MARKET ACTION PLAN
• Remain Global Leader in smart
phone market
• Increase Market Share to 40% by
Q2 2013
Business Objectives
• Spread Awareness
• Amplify Relationships
• Establish New Relationships
Marketing Objectives
OBJECTIVES SITUATION & SWOT TARGET MARKET ACTION PLAN
Internal Situation
STA established in 1992
Record Sales Galaxy SIII
Collaboration with KT
Smart Cloud
External Situation
Apple, Nokia, and Motorola
Industry Trends
Political and Legal
Technological Factors
OBJECTIVES SITUATION & SWOT TARGET MARKET ACTION PLAN
Strengths• Strong Market
Position• High Brand Equity• Diversified Business
Operations• Commitment to R&D
Weaknesses• Patent infringement
lawsuit• Product recalls• Weak presence in
developing Nations
Opportunities• Strategic alliances
broaden product line• Indian mobile market• Tablet market• Positive economic
outlook
Threats• Intense competition• Rise in environmental
concern• R&D Failures
OBJECTIVES SITUATION & SWOT TARGET MARKET ACTION PLAN
B2C Target Market
Middle-Upper class adults
Convenience & Personal use
High School, College, and Graduate students
Do it All Device
B2B Target Market
Large Enterprise Software Firms
Managing Information
Small-to mid size corporations
Keep in Touch
OBJECTIVES SITUATION & SWOT TARGET MARKET ACTION PLAN
Integrated Marketing Communications• Corporate culture must
reflect products• Advertising and
communication channels•
Online & Offline • Social Media • Technology Based
Websites
Traditional Advertising • Promotions at Major Events• Work with Retailers & Service
Providers
Customer Acquisition and Retention• Online Promotions• Customer Loyalty Programs• Qualification Support • Problem and Requirement
Management
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