Samsung's Marketing-Mix Strategies from the 1980's to 2003 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

But it doesn’t mean it has a best fit position and profit compared to the other competitors. To simplify this point, we should not predict the situation of one company based on the sales, there is a lot of aspects need to be measured, such as the expenditure, ROMI, and so on. And this report explain about the definition, application, and roughly explain about the importance of marketing metrics which adopted by Samsung group. Except of this information, the report will be ended by

Its main marketing strategy is the key to evaluation. Samsung rapidly creates new gadgets that would satisfy the need of customers and for several years Samsung has never failed in this

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 marketing for these electronic products are missing the mark (2011). The advertised product focuses on the technology (2011). To the average consumer this may be quite interesting and at the same time daunting (2011). Manufacturers and advertisers offer the technology as the sells hook for there product (2011). Yet all of this technology causes apprehension among buyers (2011).

A strategy is method by which a company is run in order to generate revenue. Whilst investigating strategies by which companies run, Samsung Electronics Company (SEC) can be considered for a case study due to its remarkable market share, brand reputation and global positioning. Samsung Electronics Company (SEC), founded in 1969 as a member of the Samsung Group, is the largest manufacturer in Korea, with a sales turnover of $23.9 billion in 1997, and accounting for 32.8 percent of the total output of the electronics industry. In investment, product development, marketing, and technology development, SEC has played the leading role in expanding the frontier of Korea 's electronics industry. The case study can be enlightening to many

Marketing is one of the important elements of every company. By applying good methods of marketing, any company is able to achieve its goals. This report focuses on how Samsung company become world’s famous by applying three strategy namely pricing,placing and promotion. secondary method of data collection was used for this report

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.

The commercial of Samsung Electronics’ Water- less washing Machine shows Samsung Electronics employing the core components of the marketing mix to achieve its marketing objectives. The interaction between the price, product, place and promotion has far reaching effects on the company’s long term strategy. This relates to how Samsung segments, targets and positions (STPs) itself to tap into a sizeable customer base for the water less washing machine. Samsung invests Rs.5million in the water less washing machine’s innovation and Rs. 2million in television and online promotion of the product to drive profitability and sales volumes. Additionally the company is targeting loyal middle and upper class customers in Pakistan while positioning the less energy- water consuming and moderately high priced (price skimming) washing machine as a strong brand in the home appliances market of urban populations. Furthermore, the company segments the market according to demographics like education, age and gender (Khan 29).

The agency organizes myself to prepare the promoting for the new brand of touch screen in the high-tech end of the market. The merchandise intends to be promoted under the brand name of “tech-screen”.

Samsung had their own Marketing Mix strategy, and also they had their own Segmenting, Targeting, and