Rationale for Practicum Project:
I have worked in Samsung Electronics Company in China as marketing manager of southwest branch for three years. The Samsung, although, has achieved great success in China, still has to confront with many challenges, such as core competitors in the handset industry and continuous changing trends to consumer psychology and behaviors along with the rapid growth of China’s economy, etc. This situation indicates that the company has been on the “bottleneck” of development, which means maintaining and developing core competencies playing an important role. Since studying the MAOM program, I have been applying the ideas to develop Samsung 3G campus marketing strategies in China, which could improve its core competencies.
This is where my propositional strategies make. I will do a full analysis of Samsung and the whole handset market of China, and focus on what the company’s core competencies present, and the way to develop 3G campus marketing strategies for Samsung. Therefore, I think it significant that the company is able to overcome the challenges in future.
Practicum A
The first part of the project consists of researching the compiling information, which I would like puthttp://www.51lunwen.com/zuzhixingweixue/2011/0531/lw201105312221296818.html together involving my plan. It includes researching the major current situation of China in handset market and historical strategies of Samsung. On the one hand, it introduces the situation of Chinese telecom operators—China Telecom, China Mobile, and China Unicom. On the other hand, I will introduce the core competitors of Samsung. Finally, I am going to analyze the components of Samsung SWOT. Especially, SWOT of 3G campus market will be investigated in detail. The data collected by myself indicates that 3G market is an effective channel for development of Samsung, and therefore there is full of positive possibilities for the company to expand its business in the field.
Practicum B
