Samsung - Competitive Analysis

Samsung served as the manufacturing industry and international company analyzed. Samsung has been in business for over 70 years and manufactures products for diverse markets, including: digital media, high -tech electronics, home appliances, information technology and telecommunication. Samsung's motto is to "inspire the world and create the future" by leveraging three key strengths: new technology, innovative products and creative solutions.

In its early growth period Samsung adopts the strategic of a “budget” brand producer in most consumer electronics markets as it could not compete with high technological products and better quality consumer’s item

• Various companies have realized the importance of advertising, therefore Samsung will be subject to a lot more competition as advertising creates and draws attention of consumers.

In the modern world of technology, many different companies are attempting to secure their own ground in a particular market. Many companies work in many tech fields & some company focus on software, some on mobile phones, others on television but one of the most recognizable names in the technology field is that of Samsung.

Samsung Canada also faced problem with the promotional budget, whether to increase the budget or not, but on the positive side SECA benefited from spill over of USA and other global branding efforts. Another issue was SECA sold low-end products that were not going toe to toe with companies’ new brand position, but these were the products that were generating revenues and were a strong point of Samsung in Canada. J.S. Park, president of SECA had to come up with a new emerging policy for starting Samsung as a premium consumer brand in Canada. For a new strategy to work Park should decide whether or not to make changes on products, price and advertising budget including distribution strategy. Therefore, problem here is to achieve redefining Samsung as a premium consumer brand while not to have loss.

Samsung is a company that is founded by Lee Byung-chul in 1938, and this company is a South Korean multinational conglomerate company where their headquarters is located in Seoul. Samsung is a group that had expanded into many areas such as food processing, textiles insurance, securities and retail. However, after a few years, Samsung decided to enter the electronics industry in 1969, where their first product was a small black and white television. In 1990s, the company grew into an international corporation where they mainly concentrated on three areas, electronics, engineering, and chemicals (Mathew). Nowadays, Samsung is one of the best mobile phone corporation in the market, where the company decided to give their Samsung electronics motto that has always tried to inspire the world, and create the future from expanding their brand in the following years (Muhammad). From looking at the Samsung SWOT marketing analysis, I can definitely see that Samsung was one of the excellent company where they have lots of strengths and weaknesses. Three of the main strengths that the company has, Samsung was the world number one marketer of mobile phone where they were part of the world biggest market share in the second quarter of 2015 by 21.4%. Not only that, but Samsung has very remarkable research and design capabilities, which was one of their biggest strengths where they were able to generate and demonstrate Samsung pay, a payment app with very identical abilities to apple pay.

By the end of 2012, Samsung electronics become the largest producer of televisions and mobile phone. In order to achieve the success and the dramatic rise in consumer electronics sector, the company initiated new methods to innovate and create high quality products .

Today Samsung has evolved into a group of companies unmatched by others in its range of industries and performance. It is now globally focused and responsive to the needs of each market, and more committed than ever to true innovation. The group’s three core business sectors are electronics, finance and trade and services.

In the year of 1990s Samsung has expanding and globalizing their business especially in electronic, particularly mobile phones and semiconductors, have become its most important source of income. Samsung have been operating over 50

Samsung is growing at an incredible speed. It proved by time that it is a global leader in technology. To compete and win in the markets globally, they focus on how to attract the best talented persons and how to provide them a corporate culture so that each of them can surpass. Through unprecedented, well-founded products and services; skilled gifted people; a responsible procedure to business and global citizenship; and cooperation with their partners and customers, Samsung is taking the world to unbelievable new directions. One of their beliefs is that when life and technology strike and collide, you'll definitely find a great story. Samsung's philosophy is based mainly on their strong purpose for growth and permanent innovation. Samsung looks for cooperative and creative visionaries to run their companies. By attracting skillful managers and evolving their organization’s culture to support them, they encourage innovative ideas that progress technology, produce new products and improve or upgrade their customers’ everyday lives.

Samsung desires to be the leader in technological development and standardization in the global networks. In their DS Division they want to be produce differentiated products and to maintain their number one position. With it’s success in the electronics business, Samsung has been recognized globally as an industry leader in technology and now ranks as a top 10 global brand. Also, in 2014, Samsung had the opportunity to be by Intrabrand’s “Best Global Brands 2014” report as number seven.

The art of planning and looking for solutions to achieve goals or solve a problem is best way to define strategy. Samsung gains a position in the market with many of its products due to its commitment .it has been able to gain its repetition due to its branding equity which is built by its branding strategy. This strategy has been able to make relationships with consumers which resulted in higher brand equity. Firstly; product strategy, Samsung has a strategy in owning quality products with enough and good amount of research spent to create top products for its consumers. Secondly, position strategy, its sales and marketing focuses on in chain quality system. Promoting deals is done through biometrics scanners and other messaging systems. Thirdly,

Company Background: Samsung is a South Korean multinational company those starting its business as a small trading company and right now becoming world largest corporation. 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 company was established in 1969 in Suwon, South Korea and known globally for its electronic products (Kelly, 2011). The company is manufacturing several latest technologies, electronic appliances such as mobile phones, tablets, laptops, TVs, refrigerators, air conditioners, washers and other products. The company runs its operations and sales its products in 61 countries with approx 160,000 employees in all over the world (SAMSUNG, 2014). Moreover, the company acquired the position of the world biggest IT maker in 2009 by beating the Hewlett-Packard (HP) previous leader. Its sales revenue in the segment of LCD and LED is the highest in the world. Furthermore, Samsung also becomes world leader in the segment of tablets, mobile phones and gadgets.

Samsung Electronics Corp. is one of the world’s major semiconductor manufacturers and is the largest information technology company in the world. SEC manufactures almost all kinds of consumer devices, which include mobile phones, tablets, DVD players, digital TVs, digital still cameras; computers. It also manufactures color monitors, LCD panels, printers; semiconductors such as DRAMs, static RAMs and flash memories. The company, which is the flagship of Samsung Group is also into making display drivers & communication devices ranging from wireless handsets and Smart-phones to networking gear.

Samsung is one of the world’s premium electronics manufactures. The estimated value of Samsung brand had risen from US$6.37 billion in 2001 to US$10.85 billion in 2003. A major factor behind this impressive growth had been Samsung’s effort to redefine itself as a vendor of cutting-edge, “gee-whiz” consumer technology. Samsung believed that repositioning the brand is a vital to the company’s future success.