A study on the product life cycle of samsung smartphones. Samsung electronics marketing interview questions glassdoor. Growth and development are essential parts of the technology. Samsung mobile usa used facebook as the digital hub of its. Marketing can be defined as a strategy to communicate the value of a product or a service to the potential and existing customers. Oct 05, 2017 samsung electronics marketing communication process 2. This research paper covers the various marketing strategies of samsung electronics co. Vikram razdan, business consultant and technical writer. Samsung electronics is a global leader in semiconductors, telecommunications and digital media technologies, and one of the most valuable technology brands in the world. Samsungs new smartphone strategy is so unimaginative it just.
Samsung supported its home appliance product innovations with the divisions largest integrated marketing campaign to date. 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. Samsung marketing plan television video games scribd. I declare that marketing strategy of samsung in india this is my. A market reader can be defined as a company that closely observes the market and is fast in. Samsung marketing strategy integrates various forms of advertising, events and experiences, public relations. History of samsungs business strategy is an interesting one. Figure1organizational structure chart of samsung electroincs chun 2015. Samsung mobile is available for those customers who choose their devices based on their lifestyle.
In the swot analysis of samsung, the strongest is its product portfolio which includes mobile phone, tablets, tvaudiovideo, camera, camcorder, appliances. Samsungs strategy is delivering weaker results year on year, and the opportunity to change the strategy for 2015. Dec 30, 2014 where samsungs true battle lies in 2015. 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. Marketing and communications marketing plan of samsung.
Samsung electronics was number thirteen in that list in the year 2015. 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. 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. Samsungs new smartphone strategy is so unimaginative it just may work. 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. Apr 10, 2017 samsung has set target to sell 40mn s8 devices.
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. According to cnet, samsung spent 15 percent more than apple on u. Samsung marketing planning and promotional strategy. The distribution strategy of samsung 1073 words bartleby. 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.
Elizabeth wambui samsung smartphone marketing strategy. What is samsungs growth strategy in the smartphone market. We are discussing some common strategy to promote product among users. This research paper discusses about samsung marketing planning and promotional. The korean electronics giant isnt giving up on highend smartphones, but it needs to figure out how to fend off competition from. An organisations strategy is an overall approach, or general pattern of behaviour for achieving an organisations purpose witcher and chau, 2010, p8. Pdf case study of samsung electronics by mahmudur rahman. All these help in understanding the pricing strategy in the samsung marketing mix. 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. Analysis of samsung electronics strategy for the period 20142017, and development of strategic options for growth and sustainability author. 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. 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.
Evidently, the biggest budget doesnt always make for the most effective marketing strategy. 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. At the end of 2016, it led the smartphone market with a. Samsungs global marketing boss says innovation and a focus on emotionallydriven marketing has helped the brand bounce back following a difficult 2016. Yes, we are talking about samsung, the company which took over nokia, which at sometime was the biggest mobile company of india. Nov 06, 2017 frequent change of direction and new product development persists as important features of samsung business strategy to this day. According to the idc international data corporation, samsungs market share fell from 24. Analysis of strategic issues of samsung in vietnam 21 a. Samsung group report contains a full analysis of samsung marketing strategy. Samsung came with some fancy mobile phones especially for girls and cheaper touch screen stylish phones so that everyone can enjoy touch screen. Pdf samsungs innovation strategy in smart phones market.
Pdf analysis of samsung electronics strategy for the. Samsung marketing planning and promotional strategy analysis. Consumers were never attached with certain technology products, they always strive to have the best. From the origin of the concept to the development of a conceptual framework.
The thesis will look into products introduced within the last two years. 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. 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. The multinational electronics company has 53 global sales bases worldwide. Strategic analysis and marketing strategy for samsung. Centered around six clever television spots, the campaign. Samsung aims to arrest its slipping share in smartphone segment and. 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. This is beyond intriguing to inspect the strategies and business models it used in order to become one. Social media is a very important part of samsungs strategy. The earliest form of marketing known to us is the word of mouth. Samsung marketing strategy in china nowadays, chinas communication industry is. Mar 26, 20 marketing strategy of samsung in india 1.
What does samsung has which other brands fails to acquire. 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. Samsungs new smartphone strategy is so unimaginative it. 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. We can use it to describe the renault strategy by examine three different levels. Samsung marketing strategy integrates various forms of. 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. Vikas chauhan post graduate diploma in management general roll no. 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. Marketing strategy of samsung introduction the samsung marketing strategy was a standout.
Frequent change of direction and new product development persists as important features of samsung business strategy to this day. 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. Regional strategy teams main job is to move the task from marketing strategy team and. Similarly, such statements that describe the companys business strategy, outlook. Create a marketing plan for a new or already existing product or service to attract new customers.
As a business consultant, i am making a business report in which i choose samsung organization which will cover all the aspects. Samsung business strategy and competitive advantage. 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. Samsung s strategy is delivering weaker results year on year, and the opportunity to change the strategy for 2015 has been. The brand image driver for samsung are the samsung smartphones such as the samsung note series or the samsung galaxy series. When formulating an international business strategy, samsung should take external environmental factors into. Samsung securities, the leading korean financial investment company, provides asset management service to individual investors through marketleading products and solutions, while providing the best. Social media strategy by samsung electronics brand24 blog.
Marketing strategy of samsung in indiaa report towards the partial fulfilment of the requirements of the two year full time post graduate. International strategies of samsung in vietnam 21 b. But apple still continues to outsell samsung, even with samsungs new galaxy products on the market. Samsung has not been so popularly in the past but have undertaken strategy in marketing to increase its popularity in the smartphone market. This thesis research is going to analyze the marketing strategy samsung has used for some of its smartphone devices in the smartphone market. Through the release of this report, samsung electronics hopes to en hance communication. But restructuring and changing the marketing strategy helped samsung to overcome its liquidity crisis and starting its triumph. 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. International business strategy analysis 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. I interviewed at samsung electronics seoul south korea in june 2014. 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. Samsung business strategy consists of the following three pillarselementsparts.
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