Samsung Marketing Report Essay

Samsung is a South-Korean company and its headquarters is in Samsung Town, Seoul (Samsung, 2014). Samsung is made up of 80 companies together. At present Samsung branches exists in 61 countries. Samsung is one of the world 's leading manufacturer in the Android mobile (smart) phone industry. Samsung after releasing the smart phones in the name of Samsung galaxy series which started with Galaxy Y basic model. Later Samsung released S series which got overwhelmed response all around the world. On 24 February 2014 Samsung released Galaxy S5 which was an immediate and quick successor after Galaxy S4 the previous model. When designing the Galaxy S5 Samsung worked on the drawbacks of the previous models and improved camera quality, running speed, finger print reader, private mode, dust and water resistance (Andrew, 2014). In this analysis I have researched and proved that Samsung organization used Integrated marketing and communications on basis of their target audiences, message strategy and media choices.

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, Name that people often heard, the business conglomerate that help the advancement of technology to the current day, their product can be found almost everywhere, home, street, offices, schools, it also can be found inside some peoples pocket. According to the recent report by Kristin Stoller (2017) Samsung has achieved 2nd in “The World's Largest Tech Companies 2017” surpassed by their technology rivals Apple. However, Samsung did not get their ‘Business conglomerate’ title from Information technology, in fact they started as trading company with a budget of 30.000 KRW up to now, they currently know with their huge role in the mobile phone race with their rival Apple. Their growth is proving of successful marketing strategy that leads them to become a business tycoon.

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.

For any business to successfully add value they either do so through lower costs or superior benefits to the consumer by offering product differentiation (Singh 2012). Samsung was a late starter into the smart phone industry, while, this has not prevented them from successfully positioning their product at the forefront against those offered by their competition such as Apple. Gary Armstrong (2011) defines a product’s position as “the complex set of perceptions, impressions and feelings that consumers

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

Back in the 1960s, Samsung was just a company that had productions on low-end brand technology until the new product development was discovered by the new CEO which at the time their company goal was to beat Sony and become the biggest electronic consumer brand. The company’s first step was to generate ideas. According to the textbook, idea generation is a systematic search for new product ideas from internal/external idea sources and crowdsourcing. Samsung has created a unique test to evaluate their products before putting it out. If it made someone go wow then it passed the test. The company’s copycat product has now become the norm. their marketing strategies change on distributing products is that they would alter the system which has been used to produce the low-end products in the production system of innovative, fresh and high-end electronic products. Samsung has also changed their business distributors from Wal-Mart to a high-level distributor like Best Buy to attract high-end customers so the company can expand market shares.

The key test of whether Samsung can move from a close and gaining dominance is whether it can deliver products that are truly game-changing, start pulling customers away from competitors; it needs to differentiate itself beyond marketing and a bigger screen. But with supply outstripping demand in the electronics industry, Samsung has quickly employed the marketing edge of differentiating strategies and quickly diffused in the current information-driven culture while also looking at new opportunities for profitability and growth. Samsung Company is highly involved in research and design with high fund allocation in it, a strategy that has become a culture for the company over time. The company floods the market with many differentiated products meant to reach diverse markets and developed within a short time. Through this, Samsung gains a competitive advantage and counters on any moves by its competitors with its portfolio of brands (Samsung Electronics, 2015). Samsung makes everything from chips to screens at its own processing plants, permitting it to change outlines and pump out new items at a quick pace. From its administration strategists point of view, Samsung's execution is imperative as “it is the result of a very carefully crafted strategy following an evolutionary learning process from simple to more complex technologies, and taking advantage of synergy effects by synchronizing the strategy variables of different dimensions, all supported by Samsung’s highly disciplined corporate culture” (Sang M Lee 2003). Marketing and branding strategies of Samsung have played a basic part in its prosperity. One approach to comprehend why Samsung is so successful is to assess the brand and its advertising techniques in

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.

* There different companies who have been in the system for a long time, so Samsung has to work hard in order to be able to compete with them, such companies are Sony, LG, etc.

Samsung is experiencing the economy of scale, as Samsung has standardize their processes and all the main components part are produced in their headquarter, Korea, this

With a diversified geographic presence, Samsung has been able to reduce its exposure to risks associated with a particular market, while allowing proximity to customers that aids in developing close customer relationships and effective marketing. The company’s expansion plans into new product lines and geographic regions have been so far supported by strong brand equity anchored in its focus on

Ability to market the brand name. Samsung has been able to position the market in such a way that it has marketed the brand name strategically. It has been named the “top rising brand by Interbrand and is the 9th most valuable brand” valued nearly $33 billion (Interbrand, 2012).

Samsung has a wide variety of products that includes mobile phones, tablets, TV, audio and video, cameras, camcorders, pc, printers, memory cards and other products. Samsung holds substantial market share in most of the product categories. Samsung is second in the market share of mobile phones, it took over Nokia’s market share by making superior smart phones. Samsung’s is the greatest in terms of strategy features and technology. It was the first to introduced dual screen mobile phones, first phone with polyphonic ringtones and phones with rotating lens, thinnest and lightest note pad. Samsung is the first in taking advantage of introducing advance features in liquid crystal displays or LCDs, refrigerator, Air conditioner and other products. It introduced the world’s smallest MP3 player and India’s first 17” TFT-LCD-TV

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.