This years flagship handset will resemble last years perhaps more than samsungs new mobile chief would like, but he came on too late to make significant changes to the hardware. To samsung higher price wouldbring more profit and at the same time it is the better imply of good quality. We explore the territory of the unknown to discover potential and fulfill greater promise. Samsung has tieups with large as well as small retail giants like chroma, vijay sales, reliance digital, etc that handle the. Similarly, such statements that describe the companys business strategy, outlook, objectives, plans, intentions or goals are also forwardlooking statements. In addition, samsung plans to continue optimising its mid to lowend lineup and enhancing productivity in order to achieve qualitative growth of the smartphone business.
Such changes will mainly be necessitated by heightened competition in the smartphone. Past few years, samsung company adopted a lot of measures in order to make its existence felt worldwide. The multinational electronics company has 53 global sales bases worldwide. This thesis research is going to analyze the marketing strategy samsung has used for some of its smartphone devices in the smartphone market. Vikas chauhan post graduate diploma in management general roll no. Top 21 samsung competitors competitor analysis of samsung. The distribution environment that samsung is associated with is mostly a mix of both corporate and contractual channel systems. Samsung had made an agreement together with the international olympic association. The marketing strategy for samsung galaxy version daily. A study on the product life cycle of samsung smartphones in india dibyajyoti mohapatra asst. This mini project is about a study on the product life cycle of samsung galaxy in india and the. Samsung will continue its efforts to differentiate its smartphones by adopting cuttingedge technologies such as foldable oled displays, the south korean giant said.
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. 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. 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. Integrated marketing communication strategies of apple and. Samsung electronics constantly reinvents tomorrow to pursue happier and richer lives. Jan 28, 2016 samsung laid bare its smartphone strategy amidst its fourth quarter earnings report. Such similarity is based on the unitary leadership that influences corporate strategic direction and competitive advantages of the conglomerates and its subsidiaries operations. Swot analysis of samsungs marketing plan publish your.
Jul 02, 2018 place plays a very important role in the 4ps of the marketing mix of samsung. Therefore, the marketing strategy of the company is strong and it helps the firm to grow and make progress in multiple aspects. According to the korean media, samsung took its marketing costs to new heights this year the company reportedly increased its sales promotion budget by 38. 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 marketing communication process 2.
Rate of 18, largely due to samsung mobile phones new position as global. Marketing strategy of samsung in india linkedin slideshare. Just like other smartphone brands, marketing strategy of samsung also follows channel marketing as the distribution medium for its products. Jan 08, 2018 samsung group report contains a full analysis of samsung marketing communication mix and samsung marketing strategy in general. Samsung is a south korean multinational conglomerate company. Samsung has not been so popularly in the past but have undertaken strategy in marketing to increase its popularity in the smartphone market. The company is the worlds largest producer of memory chips and a major producer of tftlcds. Marketing strategies of samsung linkedin slideshare. Samsung marketing strategies samsung uses different approaches and strategies for its promotion so customers attract toward the brand and buy its products. Such changes will mainly be necessitated by heightened competition in the smartphone market and the dynamic natures of the mobile phone market. Samsung electronics consists of four main business units. Nov, 2018 samsung marketing strategies samsung uses different approaches and strategies for its promotion so customers attract toward the brand and buy its products.
Samsung reveals its strategy to grow smartphone business in 2017 samsung posted its full q4 2016 earnings today. Digital media network, device solution network semiconductors, telecommunication network. Place plays a very important role in the 4ps of the marketing mix of samsung. Samsung electronics development of drm products creates impacts to their progress,when the learning of micron to make the drm products directly effects the sales of company. 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 number exploded. May 28, 2018 the marketing strategy for samsung galaxy products also involves heavy promotions using a combination of push and pull strategies.
The thesis will look into products introduced within the last two years. Marketing management, srusti academy of management, bhubaneswar abstract. International business strategy analysis of samsung electronics 64 downloads 9 pages 2,148 words add in library click this icon and make it bookmark in your library to refer it later. Marketing mix of samsung 4ps of marketing mix of samsung. Samsung group report contains a full analysis of samsung marketing strategy. Its product range covered all the categories in the consumer electronics and home appliances. At the end of 2016, it led the smartphone market with a. In addition to many factors that can bring success to international marketing strategy, the distribution policy is an important key to.
Some major companies that are in competition with samsung electronics co. The worlds largest maker of smartphones by volume essentially plans to reverse the course it set a couple of years ago. In a push marketing strategy, a company pushes a product or idea through advertising and sales strategies. Samsung marketing strategies promotional strategies of. 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. Oct 05, 2017 samsung electronics marketing communication process 2. 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. The strategy that our selected organization, samsung, is using is limited growth strategies. Sisa, dtl, seri, and bst are candidates to develop the technology. Most companies in the mobile department are manufacturing their own devices. Samsung must transfo rm its innovation strategy to be leader in 5g era. The distribution strategy of samsung 1073 words bartleby. Samsung follows marketing innovation strategy meaning apple has few model of iphone a nd makes its own operating systems as well as hardware when a s samsung offers a wide range of price s and. This paper attempts to explain the various integrated marketing communication strategies adopted by the two leading brands apple and samsung. The brand image driver for samsung are the samsung smartphones such as the samsung note series or the samsung galaxy series.
Despite taking a hit due to the galaxy note 7 recall, the companys it and mobile communications division posted an operating profit of 2. The company deals with its business in several sectors such as advance technology, finance, petrochemical, semiconductors, plant construction, skyscraper, medicine, fashion, hotels, chemical and others. The master brand growth and development are essential parts of the technology. Samsung needs to build i ts own infrastructure and develop sol utions in cluding devi ces and service s. Pdf samsungs innovation strategy in smart phones market. Likely moves or strategy shifts that samsung and apple inc will make in the coming years, both samsung and apple inc. Sponsoring one such significant instance was when samsung sponsored the 1998 seoul olympics. The strategy ofreposition helps samsung starting to build its noblest image. In india samsung has kept prices competitive by doing zero marketing and launching it over.
But technology has advanced the tools and tactics that we can use. Samsung electronics sec or its management believes, expects, anticipates, foresees, forecasts, estimates or other words or phrases of similar implications. In term of sony the main competitor, in the chart of brand value showed it rank is up from 34 th to 29 th in 2010. Similarly, such statements that describe the companys business strategy, outlook, objectives, plans, intentions or. Samsung promotes new products using newspapers and digital media. Current competitive strategies of samsung and apple free.
Samsung does this by investing heavily on traditional advertising just like companies such as coca. From email, to ppc, to seo, to content, to social media marketing, there is a mobile marketing channel to reach every part of your audience where they are most comfortable. Samsung group report contains a full analysis of samsung marketing communication mix and samsung marketing strategy in general. Dec 12, 2012 samsung was stable in rank 19 th in last year and current that show it can manage marketing strategy in good brand value in crisis economic situation. Samsung was also titled as the number one in consumer electronics brand worldwide and is recognized for its evolutionary advancements in digital technology. An over view of samsung electronics company marketing essay. Samsung believes that advertising the best form of promotion to engage potential consumers and position the brand. Promotion is a strong pillar in the marketing mix of the company.
Through the release of this report, samsung electronics hopes to en hance communication. Samsung changed its marketing strategy in 20, still. Samsung is a south korean multinational company those starting its business as a small trading company and right now becoming world largest corporation. Samsung reveals its strategy to grow smartphone business. 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. When we saw the regarding samsung electronics ability of the management skills and marketing management,product design. Company started its business as a samsung electronics industry co ltd in 1969 and introduced some electronic products such as blackandwhite tvs, washing machine and refrigerator from 1960 to 1975. This approach seems reasonable due to the rapid change of technology in high. Companies need to be equipped with a framework within which they can develop marketing initiatives through mobile technologies. A study on the product life cycle of samsung smartphones in. Its no secret that samsung spends a lot of cash on marketing it products, with its total marketing spend being more than the entire market value of other individual android manufacturers. There are many international renowned mobile phone manufactures and local producers in this market and these companies are competing fiercely in chinas mobile phone.
Samsung marketing strategies promotional strategies of samsung. A study on the product life cycle of samsung smartphones in india. A mobile marketing strategy is not a standalone effort, but it is a large chunk of any longterm or shortterm marketing campaignand its importance is only growing. The brand image driver for samsung are the samsung smartphone s such as the samsung note series or the samsung galaxy series. Elizabeth wambui samsung smartphone marketing strategy. Samsung announced a new strategy that will see it introduce cuttingedge technology on its midrange smartphones as opposed to its higherend smartphones like its galaxy note and galaxy s lines. Mar 26, 20 marketing strategy of samsung in india 1. 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. The world is reaching a point where developing a viable mobile strategy is an. Samsung was stable in rank 19 th in last year and current that show it can manage marketing strategy in good brand value in crisis economic situation.
Furthermore, samsung also becomes world leader in the segment of tablets, mobile phones and gadgets. Samsung marketing communication mix researchmethodology. The promotional and advertising strategy in the samsung marketing strategy is as follows. Correspond to samsungs newposition in the market it has relatively higher price in it category. Apr 19, 2020 the promotional and advertising strategy in the samsung marketing strategy is as follows. The mobile device is emerging as a powerful sales channel and marketing medium, which these businesses must strategize and plan for. Samsung deals with customers in direct sales and through retailers or franchises.
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