Marketing strategy of Samsung mobile phone.

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The global communications industry has been changing during the past few years, and quite dramatically. Wireless communication, as a result, proves to be a hot area for telecom suppliers. Accordingly, the demand for handset products, from businesses to consumers continues to rise. The question is how handset manufacturers have fit their global marketing strategies to win widespread acceptance as competition intensifies. Thus, this analysis highlights Samsung's recent success as a very typical case in point to the above question. In more focus, the purpose of this analysis is to examine:

- Samsung handsets' approach to product, pricing, distribution and


- Samsung handsets' future prospects in the context of the

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Thus, global marketing does suggest that reaching global consumers is a strategically intended outcome of a hybrid strategic approach. In more details, four main factors included in the above-mentioned approach are product, price, place, and promotion. In other words, when marketing their products, whether locally or globally, firms need to create a successful mix of:

* the right product

* sold at the right price

* in the right place

* using the most suitable promotion.

1. 1. Product decisions

A product is defined as: "Anything that is capable of satisfying customer needs". Then the product is the central point on which marketing energy must focus. Finding out how to make the product, setting up the production line, providing the finance and manufacturing the product are not the responsibility of the only marketing function. However, it is also concerned with what the product means to the customer. Marketing therefore plays a key role in determining such aspects as:

* the appearance of the product - in line with the requirements of the market

* the function of the product - products must address the needs of customers as identified through market research.

Businesses need to regularly develop new products and markets for future growth. A useful way of looking at growth opportunities is the

Ansoff Growth Matrix which suggests
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