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Samsung Marketing

In: Business and Management

Submitted By shimmycui
Words 9688
Pages 39
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 the statistics in 2013, and it maintained its top position by 6.4% market share ahead of Apple during the second quarter of 2014 in the U.S. smartphone market (Daniel, 2013) (Smartphone reinforces No.1, 2014). Second, Samsung Galaxy Note 2 is certainly a successful Android phablet smartphone. Since the time it released, Note 2 has received various compliments including “the best phone screen…...

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