Regional strategy teams main job is to move the task from marketing strategy team and. Samsung electronics is a global leader in semiconductors, telecommunications and digital media technologies, and one of the most valuable technology brands in the world. This thesis research is going to analyze the marketing strategy samsung has used for some of its smartphone devices in the smartphone market. According to cnet, samsung spent 15 percent more than apple on u. Vikas chauhan post graduate diploma in management general roll no. Samsung came with some fancy mobile phones especially for girls and cheaper touch screen stylish. We can use it to describe the renault strategy by examine three different levels. 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. Samsung group report contains a full analysis of samsung marketing strategy. The earliest form of marketing known to us is the word of mouth since then marketing has been evolving which resulted in creating a complete concept. Samsung supported its home appliance product innovations with the divisions largest integrated marketing campaign to date. Dec 11, 2017 samsung has not been so popularly in the past but have undertaken strategy in marketing to increase its popularity in the smartphone market. This is beyond intriguing to inspect the strategies and business models it used in order to become one. Jan 18, 2019 samsung also has a number of industrial subsidiaries, which include samsung heavy industries, samsung engineering and, of course, samsung electronics, among others.
In the marketing mix of samsung, it is clear that samsung has an amazing product portfolio and at the same time has excellent pricing strategies. Dec 12, 2012 marketing strategy teams main responsibility is to expand global marketing strategy for example to present the core message that samsung want to communicate to customer and every promotional activities to internationalwise. Mar 26, 20 marketing strategy of samsung in india 1. Samsung marketing strategy integrates various forms of advertising, events and experiences, public relations. Samsung smartphones are focused on the promotional strategy through the marketing strategy, however, the company on the launch of the new product focuses on giving the print brochures, posters and the specification sheets to the customers so that people could know about the new product. Through the release of this report, samsung electronics hopes to en hance communication. Samsung marketing strategy integrates various forms of. Samsung business strategy consists of the following three pillarselementsparts. Samsungs strategy is delivering weaker results year on year, and the opportunity to change the strategy for 2015. This research paper discusses about samsung marketing planning and promotional. A study on the product life cycle of samsung smartphones. 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.
At the end of 2016, it led the smartphone market with a. Oct 05, 2017 samsung electronics marketing communication process 2. I interviewed at samsung electronics seoul south korea in june 2014. What is samsungs growth strategy in the smartphone market. International strategies of samsung in vietnam 21 b. Create a marketing plan for a new or already existing product or service to attract new customers. Yes, we are talking about samsung, the company which took over nokia, which at sometime was the biggest mobile company of india. 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. 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. I declare that marketing strategy of samsung in india this is my. Samsungs new smartphone strategy is so unimaginative it just.
It not only helps up understand its past business strategies but also helps us predict a. History of samsungs business strategy is an interesting one. Vikram razdan, business consultant and technical writer. In addition to many factors that can bring success to international marketing strategy, the distribution policy is an important key to help businesses stand firm in the market. Samsung mobile usa used facebook as the digital hub of its.
Samsung marketing planning and promotional strategy. Apr 10, 2017 samsung has set target to sell 40mn s8 devices. Organizational structure of samsung in vietnam 25 d. An organisations strategy is an overall approach, or general pattern of behaviour for achieving an organisations purpose witcher and chau, 2010, p8. Marketing and communications marketing plan of samsung galaxy s8 101 downloads 16 pages 3,872 words add in library click this icon and make it bookmark in your library to refer it later. But restructuring and changing the marketing strategy helped samsung to overcome its liquidity crisis and starting its triumph. Samsung business strategy and competitive advantage. 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 how marketers. Samsungs new smartphone strategy is so unimaginative it just may work. Samsung electronics was number thirteen in that list in the year 2015. Marketing strategy of samsung introduction the samsung marketing strategy was a standout. Samsung aims to arrest its slipping share in smartphone segment and.
Growth and development are essential parts of the technology. This research paper covers the various marketing strategies of samsung electronics co. Analysis of strategic issues of samsung in vietnam 21 a. According to the table of brand value in global brands in 2010, samsung was stable in rank 19 th in last year and current that show it can manage marketing strategy in good brand value in. The distribution strategy of samsung 1073 words bartleby. Samsung marketing strategy in china nowadays, chinas communication industry is. When formulating an international business strategy, samsung should take external environmental factors into. Samsung marketing plan television video games scribd. Samsung electronics marketing interview questions glassdoor. The multinational electronics company has 53 global sales bases worldwide. Analysis of samsung electronics strategy for the period 20142017, and development of strategic options for growth and sustainability author. Strategic analysis and marketing strategy for samsung. The earliest form of marketing known to us is the word of mouth.
As a business consultant, i am making a business report in which i choose samsung organization which will cover all the aspects. The distribution strategy of samsung 1073 words 5 pages 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. 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. Nov 06, 2017 frequent change of direction and new product development persists as important features of samsung business strategy to this day. Samsungs global marketing boss says innovation and a focus on emotionallydriven marketing has helped the brand bounce back following a difficult 2016.
What does samsung has which other brands fails to acquire. Pdf case study of samsung electronics by mahmudur rahman. Social media strategy by samsung electronics brand24 blog. Pdf samsungs innovation strategy in smart phones market. From the origin of the concept to the development of a conceptual framework. 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. Pdf on jan 1, 2014, farshad madani and others published samsungs innovation strategy in smart phones market find, read and cite all the research you. Frequent change of direction and new product development persists as important features of samsung business strategy to this day. Samsung marketing planning and promotional strategy analysis. International business strategy analysis of samsung. The thesis will look into products introduced within the last two years. The brand image driver for samsung are the samsung smartphones such as the samsung note series or the samsung galaxy series. The korean electronics giant isnt giving up on highend smartphones, but it needs to figure out how to fend off competition from.
Pdf analysis of samsung electronics strategy for the. According to the idc international data corporation, samsungs market share fell from 24. Samsungs new smartphone strategy is so unimaginative it. Marketing can be defined as a strategy to communicate the value of a product or a service to the potential and existing customers. Also, samsung is a not a first mover in these product categories and thus it has to defend its position in the market.
Samsung came with some fancy mobile phones especially for girls and cheaper touch screen stylish phones so that everyone can enjoy touch screen. Centered around six clever television spots, the campaign. We are discussing some common strategy to promote product among users. A market reader can be defined as a company that closely observes the market and is fast in. Similarly, such statements that describe the companys business strategy, outlook. But apple still continues to outsell samsung, even with samsungs new galaxy products on the market. Samsung securities, the leading korean financial investment company, provides asset management service to individual investors through marketleading products and solutions, while providing the best brokerage service to institutional investors based on competitive research and it capabilities. Evidently, the biggest budget doesnt always make for the most effective marketing strategy. Samsung mobile is available for those customers who choose their devices based on their lifestyle. Samsung s strategy is delivering weaker results year on year, and the opportunity to change the strategy for 2015 has been. 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.
Elizabeth wambui samsung smartphone marketing strategy. Marketing and communications marketing plan of samsung. International business strategy analysis of samsung electronics 63 downloads 9 pages 2,148 words add in library click this icon and make it bookmark in your library to refer it later. Samsung securities, the leading korean financial investment company, provides asset management service to individual investors through marketleading products and solutions, while providing the best. Samsung has not been so popularly in the past but have undertaken strategy in marketing to increase its popularity in the smartphone market. Social media is a very important part of samsungs strategy. Dec 30, 2014 where samsungs true battle lies in 2015. In the swot analysis of samsung, the strongest is its product portfolio which includes mobile phone, tablets, tvaudiovideo, camera, camcorder, appliances. Marketing strategy of samsung introduction the samsung marketing strategy was a standout amongst the best methodologies ever made on the grounds that it helped a costdriven organization to change its structure and turn into a power producer. Figure1organizational structure chart of samsung electroincs chun 2015. Marketing strategy of samsung in indiaa report towards the partial fulfilment of the requirements of the two year full time post graduate. All these help in understanding the pricing strategy in the samsung marketing mix. Feb 04, 2011 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 how marketers can sell.
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