Samsung was stable in rank 19 th in last year and current that show it can manage marketing strategy in good brand value in crisis economic situation. Place plays a very important role in the 4ps of the marketing mix of samsung. We explore the territory of the unknown to discover potential and fulfill greater promise. This thesis research is going to analyze the marketing strategy samsung has used for some of its smartphone devices in the smartphone market. Just like other smartphone brands, marketing strategy of samsung also follows channel marketing as the distribution medium for its products. In term of sony the main competitor, in the chart of brand value showed it rank is up from 34 th to 29 th in 2010. International business strategy analysis of samsung. Due to the success of the present model of the device the company is aiming to improve the marketing strategy of the next line of model of s series that is s8. The strategy of samsung group find, read and cite all the research you need on researchgate. The article explores the results of the research in the field of marketing organization at the processing enterprises of the kyiv region. Growth and development are essential parts of the technology. Competitive strategy, product innovation, brand building, branding, lg, samsung, whirlpool, consumer durables industry, marketing, csfs, competition, india, turnaround brands and branding samsung in india.
Vikas chauhan post graduate diploma in management general roll no. A report analysis on marketing plan of samsung galaxy s8. Consumers were never attached with certain technology products, they always strive to have the best. In this brand innovator spotlight, louis giagrande, senior manager of online marketing at samsung, shares one of the companys game changers for 2011 and provides tips on.
The report illustrates the application of the major analytical. Marketing strategy of samsung in indiaa report towards the partial fulfilment of the requirements of the two year full time post graduate slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. The goal of this analysis is to understand whether there is evidence to conclude that samsungs performance in the smartphone market. Samsung has tieups with large as well as small retail giants like chroma, vijay sales, reliance digital, etc that handle the.
Samsung group report contains a full analysis of samsung business strategy. Marketing begins with the very thought of the product. In the recent times samsung has taken the policy of aggressive marketing strategy in the premium model its mobile phones i. The thesis will look into products introduced within the last two years. Without the product, there can be no marketing strategy or mode through which a company can satisfy a consumers wants and needs. Samsung had made an agreement together with the international olympic association. Marketing strategy of samsung in india linkedin slideshare. Pdf samsungs innovation strategy in smart phones market. Samsung marketing strategies samsung uses different approaches and strategies for its promotion so customers attract toward the brand and buy its products. Brought forward in 2016, the experiential marketing of samsung was a strategy aimed at transforming the conventional marketing process, into an interesting way to capture the audiences interest. Samsung marketing strategy in china nowadays, chinas communication industry is developing rapidly, and china has become the biggest mobile phone market all over the world. Samsung electronics marketing communication process 2. Sisa, dtl, seri, and bst are candidates to develop the technology. There are many international renowned mobile phone manufactures and local.
The marketing strategy for samsung galaxy products also involves heavy promotions using a combination of push and pull strategies. Samsung s target market business essays essay sauce. From the origin of the concept to the development of a conceptual framework. Marketing strategy of samsung in indiaa report towards the partial fulfilment of the requirements of the two year full time post graduate diploma in management submitted by. Samsung was also titled as the number one in consumer electronics brand worldwide and is recognized for its evolutionary advancements in digital technology. The multinational electronics company has 53 global sales bases worldwide. Experiential marketing of samsung is an effective and ideal mnc marketing strategy. Samsung group report contains a full analysis of samsung marketing communication mix and samsung marketing strategy in general. Samsung business strategy and competitive advantage. Samsung is a south korean multinational company those starting its business as a small trading company and right now becoming world largest corporation.
Elizabeth wambui samsung smartphone marketing strategy. Similarly, such statements that describe the companys business strategy, outlook, objectives, plans, intentions or. Samsungs strategies for growth show great attention in the marketing concepts guides ethics as they focus on future outcomes and strategies to handle any situation regarding group needs and individual needs. Since samsung is into various electronic products ranging from mobile phones to house hold appliances, it doesnt apply a specific product strategy or fit into a premium product category like apple. Samsung does this by investing heavily on traditional advertising just like companies such as coca. The most important objective of pursuing this study is to critically evaluate the international business strategy of as adopted by samsung electronics. Samsung marketing strategy integrates various forms of advertising, events and experiences, public relations, direct marketing and personal selling as discussed further below in more details. Samsung electronics sec or its management believes, expects, anticipates, foresees, forecasts, estimates or other words or phrases of similar implications. Samsung group report contains a full analysis of samsung marketing strategy. The promotional and advertising strategy in the samsung marketing strategy is as follows. Past few years, samsung company adopted a lot of measures in order to make its existence felt worldwide.
Strategic analysis and marketing strategy for samsung. The purpose for this research is to explorethe marketing strategy of samsung, and the particular introduction decisions of the company when marketing its smartphone products. A marketing strategy that is well articulated will enable one to focus on marketing activities to achieve the organisational goal. The company which originates from korea has today emerged as one of the largest companies which have capabilities of outshining corporate giants like apple inc. Samsung promotes new products using newspapers and digital media. Promotion is a strong pillar in the marketing mix of the company. Therefore, the marketing strategy of the company is strong and it helps the firm to grow and make progress in multiple aspects. Pdf on may 19, 2014, dimitri simonin and others published international strategy. This approach seems reasonable due to the rapid change of technology in high tech market. Samsung marketing strategies promotional strategies of. Samsung must transfo rm its innovation strategy to be leader in 5g era. The report illustrates the application of the major analytical strategic frameworks in business studies such as swot, pestel, porters five forces, value chain analysis and mckinsey 7s model on samsung.
Let us know how, by giving a quick read to the following three. Accordingly, new product development capabilities have been firmly established as one of the strong bases of samsung competitive advantage. In a push marketing strategy, a company pushes a product or idea through advertising and sales strategies. The marketing strategy for samsung galaxy version daily. Sponsoring one such significant instance was when samsung sponsored the 1998 seoul olympics. Samsung is the 2 nd largest patent holder in the us since 2006. Samsung s wide variation of products requires a vest amount of different marketing strategies. The distribution strategy of samsung 1073 words bartleby. Samsung electronics constantly reinvents tomorrow to pursue happier and richer lives. Marketing strategies of samsung linkedin slideshare. Marketing strategy is a broad plan for achieving marketing objectives.
Samsung marketing communication mix researchmethodology. When we saw the regarding samsung electronics ability of the management skills and marketing management,product design. Samsung follows marketing innovation strategy meaning apple has few model of iphone a nd makes its own operating systems as well as hardware when a s samsung offers a wide range of price s and. Samsung s targets a very wide range of consumers ranging from normal day to. Brand building through customer service this case, set in 2008, attempts to analyse how to build brand in a hyper competitive. Marketing mix of samsung 4ps of marketing mix of samsung. So, samsung also had to change in order to gain the upper hand on the market and the new samsung marketing strategy was the key to evolution. Samsung believes that advertising the best form of promotion to engage potential consumers and position the brand.
Their success in the global market is also well recognized. The phone brands us cmo spoke at cannes about how samsung had to change its marketing strategy to humanise the brand after the note 7 was recalled after a number exploded. An over view of samsung electronics company marketing essay. What helped samsung to become an industry leading technology company, was the marketing strategy they applied. Samsung has not been so popularly in the past but have undertaken strategy in marketing to increase its popularity in the smartphone market. Samsung electronics development of drm products creates impacts to their. From its target marketing, research and product design, apple is a much more focused company than samsung. The company deals with its business in several sectors such as advance technology, finance, petrochemical, semiconductors, plant construction, skyscraper, medicine, fashion, hotels, chemical and others. The samsung marketing strategy was one of the most effective strategies ever created because it helped a costdriven company to change its structure and become an authority manufacturer. Samsung needs to build i ts own infrastructure and develop sol utions in cluding devi ces and service s.
306 689 331 377 911 1174 500 913 1349 315 176 1407 335 1538 1631 875 1193 1253 1646 376 1111 1043 1309 1278 635 478 895 61 998 824 1065 460 470 1003 659