The document outlines the objectives, situation analysis, target markets, and action plan for a technology company. The company aims to remain the global leader in the smart phone market and increase its market share. An internal SWOT analysis identifies strengths in market position, brand equity, and R&D, while weaknesses include lawsuits and recalls. Target markets include adults, students, and businesses. The action plan involves integrated marketing, traditional advertising, social media, websites, and customer loyalty programs.

1. Michael Poturalski l Erik Armstrong l Brandon Means

2. OBJECTIVES SITUATION & SWOT TARGET MARKET ACTION PLAN
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3. OBJECTIVES SITUATION & SWOT TARGET MARKET ACTION PLAN
• Remain Global Leader in smart
Business phone market
Objectives • Increase Market Share to 40% by
Q2 2013
Marketing • Spread Awareness
Objectives • Amplify Relationships
• Establish New Relationships

4. OBJECTIVES SITUATION & SWOT TARGET MARKET ACTION PLAN
STA established in Apple, Nokia, and
1992 Motorola
Record Sales
Industry Trends
Galaxy SIII
Internal External
Situation Situation
Collaboration
Political and Legal
with KT
Technological
Smart Cloud
Factors

5. OBJECTIVES SITUATION & SWOT TARGET MARKET ACTION PLAN
Strengths Weaknesses
• Strong Market • Patent infringement
Position lawsuit
• High Brand Equity • Product recalls
• Diversified Business • Weak presence in
Operations developing Nations
• Commitment to R&D
Opportunities Threats
• Strategic alliances • Intense competition
broaden product line • Rise in environmental
• Indian mobile market concern
• Tablet market • R&D Failures
• Positive economic
outlook

6. OBJECTIVES SITUATION & SWOT TARGET MARKET ACTION PLAN
B2C Target Market B2B Target Market
High School, College, and Large Enterprise Software Small-to mid size
Middle-Upper class adults
Graduate students Firms corporations
Convenience & Personal
Do it All Device Managing Information Keep in Touch
use

7. OBJECTIVES SITUATION & SWOT TARGET MARKET ACTION PLAN
Integrated Marketing Traditional Advertising
Communications • Promotions at Major Events
• Corporate culture must • Work with Retailers & Service
reflect products Providers
• Advertising and
communication channels
•
Online & Offline Customer Acquisition and
• Social Media Retention
• Technology Based • Online Promotions
Websites • Customer Loyalty Programs
• Qualification Support
• Problem and Requirement
Management