...business has decided to aim its marketing efforts and ultimately its merchandise towards. A well-defined target market is the first element to a marketing strategy. The target market and the marketing mix variables of product, place(distribution), promotion and price are the four elements of a marketing mix strategy that determine the success of a product in the marketplace. Once these distinct customers have been defined, a marketing mix strategy of product, distribution, promotion and price can be built by the business to satisfy the target market. Samsung targets those people who want to buy new technology based Android sets with which they can use it for any type of networking as well as communication. As target marketing is a key to success of a business, Samsung has targeted the oversized Samsung Galaxy Note primarily at the female market. The Galaxy Note is really good for the female market. It’s a merger between smart phones and tablets. To have a handbag and be able to put a 5.37-inch phone in instead of a 10.1-inch tablet is something that captures the female market. “Vivid, Fast, Slim”- with this tag line, Samsung has launched their new product Samsung Galaxy S II series mobiles. Through this product the company wants to attract the new generation with looking beyond the limits of old technology and unleash the freedom of tomorrow with the next step in the evaluation of mobile communication. Politics The main rivals of Samsung handset Galaxy are Apple ipad, Asus Eee pad...
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...business has decided to aim its marketing efforts and ultimately its merchandise towards. A well-defined target market is the first element to a marketing strategy. The target market and the marketing mix variables of product, place(distribution), promotion and price are the four elements of a marketing mix strategy that determine the success of a product in the marketplace. Once these distinct customers have been defined, a marketing mix strategy of product, distribution, promotion and price can be built by the business to satisfy the target market. Samsung targets those people who want to buy new technology based Android sets with which they can use it for any type of networking as well as communication. As target marketing is a key to success of a business, Samsung has targeted the oversized Samsung Galaxy Note primarily at the female market. The Galaxy Note is really good for the female market. It’s a merger between smart phones and tablets. To have a handbag and be able to put a 5.37-inch phone in instead of a 10.1-inch tablet is something that captures the female market. “Vivid, Fast, Slim”- with this tag line, Samsung has launched their new product Samsung Galaxy S II series mobiles. Through this product the company wants to attract the new generation with looking beyond the limits of old technology and unleash the freedom of tomorrow with the next step in the evaluation of mobile communication. Politics The main rivals of Samsung handset Galaxy are Apple ipad, Asus Eee...
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...History Samsung Group is currently a multinational conglomerate company headquartered in Samsung Town, Seoul. In 1938 when Samsung was founded in Daegu (Korea), it was initially a trading company, selling dried Korean fish, vegetables, and fruit to Manchuria and Beijing. (Samsung) Just after a little more than a decade, it owned flour mills and confectionery machines and began its own manufacturing and sales operations. During the 1970s, Samsung (for the first time) began exporting electronic products, and in 1978, Samsung Semiconductor and Samsung Electronics became separate entities. Soon after in the 1980s, they increased their focus on technology and this had led to the creation of the company’s 2 research and development (R&D) institutes. However, after the death of their founder Lee Byung-chul, it was segmented into 4 independent business groups. By the 1990s, Samsung became more globalized and their best sources of revenue came from their mobile phones and semiconductors. Business Portfolio Samsung Corporation is a multinational conglomerate company with operations in almost every country. Often, they have products or services that are available in a huge number of countries and an example is the initial launch of the Samsung Galaxy S4 smartphone. It was initially sold in 110 countries and over time it expanded to total of 155 countries in cooperation with 327 partners (Yarow, 2013). It also serves organisations and almost every segment of consumers regardless...
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...company depends of salesman for the selling. On top of that, selling strategy is also important (Maxwell, 1914). In this report, the selling strategy of a company names Samsung for their product “Galaxy Note II” will be discussed. Basically, the report is divided into 7 parts. In the first part, the profile of Samsung is been discussed. In the second part, the products of Samsung have been discussed. In the third part of the report, the unique features of Samsung Galaxy Note II have been discussed. And then, in the fourth part, target customer of Note II has been discussed. Next discussion is about the selling strategy of the product. After that, four competitor company’s profile has been given. Comparison between 4 mobile sets which has identified as the greatest competitor of Galaxy Note II has been given. The sets are, iPhone 5, Galaxy note III and also Xperia Z. 2. Company Profile (Samsung) Samsung Group (Hangul: Hanja: Korean pronunciation) is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses. Most of them united under the Samsung brand and is the largest South Korean Chaebol (business conglomerate). Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over the next three decades the group diversified into areas including food processing, textiles, insurance, securities and retail. Samsung entered the electronics industry in the late 1960s and the construction...
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...consumer products advertisements in the same product category I chose to write about are Apple’s iphone 5 and the Samsung Galaxy S3. These are both big time smart phones that are competing for the top spot in the smart phone world. I chose these two because of a commercial The Galaxy S3 came out with last year that makes fun of people waiting in line for the their iphone 5. At the end of the commercial it said, “The next big thing is already here.” The Apple ads I watched dealt with how the Iphone 5 is the perfect size for everything and how taking beautiful photos in panorama is as simple as saying "cheese". I also feel that Samsung and Apple are developing into serious competitors. Apple fully understands that all aspects of the consumer experience are important and that all brand touch points must reinforce the Apple brand. Primary customer targets is the middle-upper income professional to coordinate their busy schedules and communicate with colleagues, friends and family. Secondary consumer targets are high school, college and graduate students who need one portable multifunction device (Yang, 2011). In the Galaxy S3 ad I feel like they were targeting the Generation Y group of people. The Galaxy knows that the iphone is a huge competitor so they are taking them head on as its strategy. You want to grab and hold your viewers attention, which I believe the Galaxy S3 has accomplished. You want to keep the people interested, and they did that by showing off a brand new feature...
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...Case Study: Samsung Electronics Co. Ltd Purpose of Paper: Identify an organization of my choice and evaluate the company’s marketing philosophy and application of the core concepts of marketing, SWOT Analysis, Marketing strategies and Plans- Including the Marketing mix, STP- Segmentation, Targeting and positioning, Product, Price and distribution strategies and IMCs. Table of Contents Company background: 3 Values & Philosophy 4 Vision 4 Samsung is dedicated to developing innovative technologies and efficient processes that create new markets, enrich people's lives and continue to make Samsung a digital leader. 4 Samsung Performance 4 History 5 The Samsung Philosophy 5 Samsung Values 5 People 5 Excellence 5 Change 5 Integrity 6 Co-Prosperity 6 Vision 2020 6 Samsung’s Core concepts: 7 What Is Marketing in Samsung 7 Samsung as Brand 7 Key Markets that Samsung Electronics Position its products to 7 Samsung Electronics Marketing Concepts: 8 Samsung’s Marketing Mix 11 An environmental scan and SWOT analysis for Samsung Electronics 14 Microenvironments 15 Macro environments 16 SWOT 20 Samsung SWOT analysis 20 Strengths 20 Weaknesses 20 Opportunities 20 Threats 20 Strengths 20 Weaknesses 21 Opportunities 22 Threats 22 STP MARKETING 23 SEGMENTATION: 23 TARGETING: 26 POSITIONING: 27 Samsung marketing mix 27 Product 27 Promotion 27 Price 28 Place 28 Product Line Strategy: 30 Distribution Strategy: 30 Pricing Strategy: 32 Samsung vs Apple...
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...Introduction Samsung group is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated business, most of them united under the Samsung brand, and is the largest South Korean conglomerate. It was founded in 1938 by Lee byung chul (1910 - 1987). Until today, the small company opened up by Lee become one of the biggest companies in the world and leading in world electronics development, research and sales worldwide. Started just as an instant noodle manufacturer, Samsung now become a leader in various field such as heavy industries, constructions, financial trading company, and many more. After the death of Lee, Samsung was separated into business groups, Samsung Group, Shinsegae Group, CJ Group and Hansol Group. Samsung has a powerful influence on South Korea's economic development, politics, media and culture, and has been a major driving force behind the "Miracle on the Han River". Its affiliate companies produce around a fifth of South Korea's total exports. In 2012,Samsung's revenue was equal to 17% of South Korea's $1,082 billion GDP. Since the 1990s Samsung has increasingly globalized its activities, and electronics, particularly mobile phones and semiconductors, have become its most important source of income. Operation Since Samsung group we known today starting to rise in the early 1990s, I will only wrote about their operation starting from 1990. Starting from 1990, Samsung group branch...
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...specifically with technological products are involved in an industry which is fast paced, ever changing, and must constantly be improved upon; this is especially true for the smart phone business. In order to be successful within this market, companies must be able to differentiate their products from those already available and I think one such company has been successful through both innovation and design. Samsung, through their unique marketing strategies, have been able to rise to the top of all current smart phone manufacturers. They have been able to design and produce products which fit their customer’s needs, at an affordable price and created a strong sense of brand loyalty. Most notably in 2008, when Samsung decided to change their marketing strategy to include more focus on consumers and their specific preferences as far as the production and design of their smartphone. This strategy enabled the company to become the leading manufacturer, as well as leading seller, of smartphones within the industry, beating out companies like Apple and LG. In fact, in 2012, Samsung surpassed Apple and Nokia to become the leader in the smartphone market. (EofMS) When looking at the smartphone customer base, a study conducted in 2012 showed that customers preferred more powerful devices and larger screens at a lower cost. According to the EofMS, demographic for the smartphone industry as a whole inmclude 18-49 years old, with some college education and earning around $50K/year. Consumers...
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...Samsung Galaxy 11- Football Will Save the Planet Xiaowei Lu Introduction Digital Marketing Nowadays, the first thing when you wake up in the morning, is probably to check your cellphone for texts, or to open Facebook page or other social network for new posts, or to browse internet or to turn on television for global latest news. Those online means of communication, information conveyance, and collaboration through internet connections of people, organisations, and communities supported by technological capability and mobility, are all social media (Tuten & Solomon, 2013). There are always two major different interactions in today’s social networks such as Facebook, twitter and youtube: synchronous interactions, which are interactions with immediate communications and responses such as texting live messages online with friends; asynchronous interactions, which are communications without instant replies such as posting photos and news online (Tuten & Solomon, 2013). Digital marketing focuses on generalising marketing campaigns through taking full advantage of digital social media, in other words, achieving marketing objectives by digital technologies, since in today’s society it is the most Immediate, direct and effective way of business promotion. Samsung Samsung Group is the largest multinational conglomerate company from south Korea founded in 1938, operating various subsidiaries and affiliated companies and business. One of the most remarkable subsidiaries under the Samsung...
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...Marketing Mix Strategy Product Tablets of Samsung are; Galaxy Tab 7.0, Galaxy Tab 7.0 Plus, Galaxy Tab 7.7, Galaxy Tab 8.9, Galaxy Tab 10.1, Galaxy Tab 10.1v, Samsung Galaxy Tab 2, Samsung Galaxy Tab 3, Samsung Galaxy Tab 4, Samsung Galaxy Tab Pro, Samsung Galaxy Tab S. The Galaxy Tab provides full on-screen 24-bit color. Image quality of text, icons, and menu graphics are excellent. Pictures have high saturation and contrast. ıt has a stylish design that attracts especially young people. Price Pricing is one of the most important features of a product. It tells very much about the product itself and its value. Since the Samsung products especially tablets are one of the best in the competitive market, they use the high price at the beginning. So that they would have higher value than other brands. However, they decrease the price as the product gets old or the alternatives in the market increases. Prices of the tablets are between $159.99 and $749.99 according to their features. Place Samsung takes places in many channels in the market and uses channel marketing concept. In this concept, there are three parts which are sales and service dealers, modern retail and distributors. Sales and service dealers have relationship with Samsung and they are in institutional sales. In modern retail, there is a retail chain. Samsung has a big role among retailers. Third segment is taking place through distributors. Samsung has a one distributor who is responsible for specific...
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...TRẦN DẠ MAI TRINH MSSV: 2008986 Lớp: NT121 GVHD: NGỤY THỊ SAO CHI TP HCM Tháng 09/2014 ABSTRACT As future managers, it is really important for us to know and understand how multiple companies work. CONTENTS ABSTRACT i CONTENTS ii LIST OF TABLES & PICTURES iv CHAPTER 1: INTRODUCTION OF SAMSUNG 5 1.1 SAMSUNG in general 5 1.2 History of SAMSUNG Electronics 6 1.3 Vision 7 1.4 Mission 7 1.5 Objectives 8 CHAPTER 2: STRATEGIES 9 2.1 R&D (research and development) strategy 9 2.2 Pricing 10 2.3 Human resources 10 2.4 Marketing 11 2.5 Products 11 CHAPTER 3: OPERATION 15 3.1 Worldwide operations of Samsung. 15 3.1.1 Market Share 15 3.1.2 STP Analysis 16 3.1.3 4P’s Strategy 17 3.2 Operations in Vietnam 19 3.2.1 Market share 19 3.2.2 STP Analysis 20 3.2.3 4P’s Strategy 20 CHAPTER 4: CONCLUSION 22 4.1 SWOT 22 4.2 Conclusion 25 REFERRENCES 26 PHỤ LỤC 28 LIST OF TABLES & PICTURES Figure 1: Employee Headcount (full – time employees 2013) 10 Figure 2: Creative Innovation & Challenge 11 Figure 3: Worldwide...
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...is a free essay on "Samsung" from Anti Essays, your source for free research papers, essays, and term paper examples. Important of Strategic Marketing in Promoting Samsung Galaxy S2 - 09-05-2011 by Expert Article Writer - Ez Go Articles - http://www.ezgoarticles.com Important of Strategic Marketing in Promoting Samsung Galaxy S2 by Expert Article Writer - Monday, September 05, 2011 http://www.ezgoarticles.com/important-of-strategic-marketing-in-promoting-samsung-galaxy-s2 Samsung galaxy series is competing with Nokia N8 and the mobiles present under the similar series. Both the companies are putting in so much of effort to mark a successful presence in the niche. In today’s era, marketing is very important to promote certain products and services because that is the only way to educate consumers about them. Strategic marketing is also vital because it can attract customers’ attention towards certain products and help the particular company to generate more revenue. Samsung Galaxy S2 is popular in the market due to its great features and interesting appearance.However, strategic marketing is what causes it to be so popular in the market. Why is it so important? Basically, strategic marketing is important in promoting this smart phone because of its effectiveness. Well, we all believe that no matter how good your phone is, and if your marketing strategy is not good enough, people will not catch an eye on that phone. Therefore, Samsung Galaxy S2 is so popular because ...
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...Introduction Our group selected to analyze Samsung Electronics, the division of Samsung, and its one of the most popular cellphones, Samsung Galaxy Note 2. We will analyze our product from four parts, including description of the company and product, situational analysis, environmental scan and segmentation/targeting, and marketing mix 4P’s. Part 1: Company/Product Description of Company and Its Product Samsung Group is a South Korean multinational conglomerate company founded in 1938, which is diversified into many areas including fashion, electronics, construction, medicine and more (Samsung, 2014). But now, Samsung Electronics, particularly mobile phones, have become one its most important source of income. On September 26, 2012, Samsung Electronics released its brand new product - Galaxy Note 2, which was sold more than 30 million units as of September 25, 2013 (Smith, 2013). Description of the Reasons to Choose Company and Its Product There are two reasons we want to choose Samsung Galaxy Note 2. First, Samsung Electronics leads the global market in high-tech electronic manufacturing and digital media. Samsung not only has significant influence on South Korea economy as the largest South Korea chaebol (business conglomerate), but also is the world’s largest information technology company measured by 2012 revenues, and 4th in market value (Danka & Shibaloy, 2012). To be more specific, Samsung contributed 17% of South Korea’s $1,082 billion GDP according to...
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...Planning for Growth…..4 5.PEST ANALYSIS………………………………………4 6.Marketing MIX………………………….6 7.Porter’s Five Forces…………………….7 8.Swot Analysis ……………………………9 9.Conclusion …. .………………………………..11 10.Recommandations………………………..11 11. References………………………………….12 The purpose of this paper The purpose of this paper is to outline the Samsung’s current situation, addressing where and how they currently operate, both in the home market and globally. Detailing such information as market share, product ranges, pricing strategies, competitor analysis, plus other key issues that are relevant to the company and products we are reviewing. We will present issues that will have an impact on the company’s future global strategy. 1.Introduction . Samsung electronics is South Korean global company, a part of the Samsung group established in 1938,employing approximately 206000 people in 197 offices across the 72 countries. The company sales is $ 143.1 billon in 2011 considerably 13% more than previous year(annual report of Samsung 2012).Samsung operates in intense competition from growing number of competitors .All of them have strong brand equity such as LG electronics ,Whirlpool ,Nokia ,Apple and Sony. Among its several products single galaxy s devises has been huge success for Samsung.It announces that it had sold 20 million units Galaxy S !! devices since April 2011 lunch and until October of this year it had sold 30 million Galaxy devices overall. That leads to the top most smart phone...
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...Review of marketing plan Brand association Samsung is one of the most professional household appliances and mobile device manufacturer in the world, the brand image of Samsung product are high quality, exquisite and popular. Most of Samsung products are attractive and competitive to the world, especially their mobile device product. In the recently year, Samsung’s cell phone was becoming more and more popular. When customers mention the Samsung’s cell phone, Galaxy cellphone would be the hottest topic for the customers who are interested in the cell phone product. Galaxy has already become the one of the most popular cellphone type, even some of customers think Samsung is a company which one and professional manufacture to produce the cellphone. Marketing objective From the London Olympic campaign, they build the plan both for the long-term and short term. For the long term, the brand image and brand reputation will be improved by this campaign, because Samsung spend money on social marketing. This time, Samsung take the social responsibility for the UK’s customers, and encourage the customers who are watch the Olympic Games to do more exercise, join the Olympic and make the miracle (Samsung official web, 2011). Therefore, the audience will not forget the Samsung brand, and high frequency of brand exposure will helpful to improve the brand awareness. On the other hand, for the short term, the objective would be increased sales and introduce the new product to customers,...
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