Social Media Business Plan: Samsung (Research Paper Sample)

Montana State University Billings
Moath Almasoud
BMKT 420
2/7/21
TABLE OF CONTENTS
Pages
Executive Summary…………………………………………………..3
ABSTACT ……………………………………………………………………3
CHAPTERS 1
1 Situation Analysis…………………………………………………..…... …..4
2 Brief Samsung History……………………………………………………..4
1 Corporate Policies & Procedures for Social Media……………..…..4
3 Competition……………………………………………………..5
1.2.3Environmental Key Trends……………………………………5
2.0 Corporate Objectives for Social Media…………………………….6
2.1 Promotional Objectives………………………………………………6
3.0 Target Market Analysis………………………………………………...7
3.1 Segmentation……………………………………………………………8
3.2 Media Habits…………………………………………………………….8
4.0 Social Media Strategies……………………………………………………..9
4.1 Social Community zone Strategies………………………………………………..9
4.2 Social Publishing Zone Strategies……………………………………………..10
4.3 Social Entertainment Zone Strategies………………………………………..10
4.4 Social Commerce Zone Strategies…………………………………….11
5.0 The Experience Strategy…………………………………………………..12
6.0 The Activation Plan………………………………………………………………..12
7.0 Management and Measurements……………………………………………….12 8.0 References………………………………………………………………………….13
Executive Summary
This paper focus on Samsung social media plan. It describes the situation analysis, brief history of Samsung and how it’s coping with modern social media marketing in the first chapter. It also tackles Samsung’s objectives on social media platforms and ways of promoting its objectives on various social media platforms. Furthermore the paper evaluates how Samsung carryout their market analysis and different media habits. Chapter four focuses on various social media strategies and how they are used to boost Samsung’s business. Lastly, activation plan and brand activation performance measurement are described in chapter six and seven respectively.
Abstract
Development of digital era has led to emerging of new business platforms such as social media. Many companies are build social media business plans so that they can monitor their business progress. Samsung being one of the giant companies that exists is not left out in utilizing this modern business platforms. For companies such as Samsung to maximize their profits generated from social media, it’s important to come up with a plan on how they manage their consumers and analyze how the market is doing.
1.0 Situation Analysis
This is a situation analysis for Samsung. This section will include elements regarding the Samsung's social media marketing plan. This will be exemplified by the corporate procedures and policies for social media, competitors, vital environmental trends, corporate objectives, and promotional objectives, analysis of the target market, segmentation, and media habits.
1 Brief Samsung History
Now ranked among the top ten global electronics companies, Samsung was established in 1969 as Samsung-Sanyo Electronics and shortly renamed to Samsung Electro-Mechanics in 1975 (Samsung, n.d.). Shortly afterwards, in 1977, the Samsung entered a merger with Samsung Electronics to form the current day Samsung Electronics Industry Co Ltd (Samsung, n.d.). The Samsung progressive engaged in the domestic production of electronics as well exporting. The Samsung has experienced unprecedented growth following its position as a market leader, which was solidified by actions such as acquiring a 50% stake in Korea Semiconductor and dominating semiconductor production in Korea (Samsung, n.d.). Instrumentally, Samsung has also been a pioneer in the digital age, by taking monumental strides such as being the first to produce the world's first color TV and the first 256M DRAM in 1994 (Samsung, n.d.).
1 Corporate Policies & Procedures for Social Media
In this technological age, numerous are the companies that have joined social media platforms to boost their marketing plans. Essentially, being an electronics Samsung, Samsung is ready for social media activities, as reflected by the Samsung's corporate procedures and policies regarding social media. For instance, one can derive from the Samsung's profile that their online presence is evidence of its power as a market leader. One of the most prevalent policies for social media use at the Samsung is providing sustainable and timely support for its customers (Samsung, n.d.). Additionally, the Samsung follows strict guidelines on protecting both staff and customers, making it a conducive environment for mutual benefits across all platforms.
2 Competition
When it comes to the digital electronics market, competition is practically cutthroat (Alt & Zimmerman, 2019). Following the radical and unprecedented advancements in technology, even market trailblazers such as Samsung have been faced with extreme competition. Some of Samsung's major competitors include Apple Inc., LG Electronics, Sony, and Huawei Technologies. These companies deal in the production of consumer electronics and have worked to acquire different proportions of their local and global markets. Integrally, Apple Inc. is Samsung's largest competition. The Samsung uses various social media marketing approaches and has managed to demand a significant social media presence level. Among the activities that Apple uses in its social media marketing are promotional videos, marketing campaigns marked with powerful slogans, and how-to videos. Furthermore, social media has also become a central part of Apple's marketing strategy, especially with its innovative products such as the Apple Watch, geared towards a tech-savvy consumer base.
1.2.3 Environmental Key Trends:
1) Social
Despite being a multinational corporation, Samsung is subject to the changes attributes to the different environments beyond Korea, within which it operates. For instance, the Samsung's social media marketing strategy could be influenced by consumer preferences in emerging markets, which may significantly differ in each nation.
2) Cultural
Consumer preferences considerably drive the technology industry in terms of their lifestyles. Since the Samsung operates in many markets across the globe, the social media marketing strategy is prone to be affected by the variations in cultural affiliations.
3) Legal & Regulatory
Customer expectations in different markets may vary. In the same light, the regulatory and legal elements of the market in other countries are varied. The marketing plan has to account for the differences in laws and regulations in the different markets when using social media marketing.
4) Political
Even though this deals with the digital environment, technological factors such as political instability and turmoil may negatively affect...