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