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Essay example - Strategic Marketing Plan
Pages 7 (1757 words)
3.2 SBU : Samsung Electronics and Samsung TV (Australia) Smart TV has recently arrived to match the “Smart” revolution in consumer electronic products. While markets are raving over their smartphones, TV manufacturers have stepped up their games by offering “Smart” televisions…
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In essence, a smart TV is more like a smartphone and a great deal superior to the “idiot box” it used to be called (Sinclair 2011a, 3; Sinclair 2011c, 3). This strategic marketing plan is prepared for Samsung TV, which is particularly geared toward the Australian market. Before this report proceeds to Samsung TV, it will discuss the SBU in general first. Samsung (2011) aims to position itself as a leader in “innovative technology, distinctive designs, and a dual focus on convenience and value.” From 2007 to 2010, Samsung Electronics experienced continued revenue growth (Businessweek, 2011). The company posted 2007 revenues of $84.49 billion, which increased by $48.14 billion by 2010. In 2010, Samsung made $132.626 billion in revenues (Businessweek, 2011). Gross profit also jumped from $23.695 billion in 2007 to $44.569 billion in 2010 (Businessweek, 2011). Samsung also enjoyed profitability ratios that are part of the top ones in the industry. Return on Assets is 6.83%, Return on Capital is 9.11%, and Return on Equity is 16.07% (Businessweek, 2011). Gross margin is 31.86% and EBITDA Margin is 16.81% (Businessweek, 2011). Samsung Electronics Australia was created in1987 as a sales and marketing auxiliary of Samsung Electronics (AO3 2011). ...
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