The Impact Of Marketing On Samsung Mobile Industry On Brand Equity Of The Host Brand

There are many competing brands of smart phones and Samsung has reported a decline of profits in 2014. Information from GSM arena shows than Samsung released 54 new phone models in 2014 , compared with 24 by HTC , 11 Motorola and 2 by Apple, leading to increased production costs and lack focus on a specific customer segments thereby losing some of its competitive advantage (GSM Arena , 2015).The lack of popularity of its own OS (Tizen ) and dependence on Google’s Android platform makes it vulnerable on google to develop an “ecosystem”. There are component integration issues as well as loss revenue from potential App sales (Strategic Mangement insight , 2015). Negative publicity from litigation due to patents are likely to continue as technology patents are vague and Samsung with is large portfolio is likely to infringe on some of the patents (Tibken, 2014).

Samsung Electronics is a South Korean multinational electronic company with headquarter located in Suwon, South Korea. According to Forbes (2016), Samsung is the world’s second largest information technology company with $177 billion in revenue. Samsung is a major manufacturer of electronic components such as lithium-ion batteries, semiconductors, chips, flash memory, and hard drive devices for clients such as Apple, Sony, Nokia, and HTC (About Samsung, n.d.). Samsung has been the world’s largest television manufacturer since 2016 and the world’s largest manufacturer of mobile phones and smartphones since 2011 through its Samsung Galaxy line of devices (Garside, 2013). However, the primary focus for this discussion will be the distribution strategies for its Galaxy S series smartphones.

Have you ever wondered why most people are buying products from familiar brands? Usually, the most valuable brands becomes associated with a level of credibility, quality, and satisfaction in the consumer's mind. They provide unique design, performance, technology and durability in order to fulfill their customer's needs.

Android from the very beginning have used to give the same features as IPhone at a low price. The ownership of IPhone has increased but so is the ownership of android phones. If only the price of the IPhones were a little low it could have made a better profit. They would have also made better sales in America. Samsung faced a law suit filed by apple against them that they have been copying the features of IPhone. The android phones of Samsung used the exact same features provided by the IPhones over the years.

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 is electronic device company that have been found by Lee Byung Chul in the year of 1938 as a trading company. Before it became the electronic based company this company fall into the areas of food processing, textiles, insurance, securities and retail. In the late of 1960s Samsung enter electronic industry and middle of 1970s this company enter construction and shipbuilding industries. However after the death of the founder Samsung have been classified into four major business group which was Samsung Group, Shinsegae Group, CJ Group and Hansol Group.

Samsung is a South Korean electronics Company that sells phones, laptops, computers and TV. They are a business that work in the private sector, they have no government input. Samsung design and makes their own products, this can include, Samsung wave, Samsung Galaxy launched, Samsung

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

From 1958 onwards Samsung began to expand into other industries such as financial, media, chemicals and ship building throughout the 1970's. In 1969, Samsung Electronics was established producing what Samsung is most famous for, Televisions, Mobile Phones (throughout 90's), Radio's, Computer components and other electronics devices.

Samsung Mobile as a smartphone manufacturer is the biggest company in the Android Market. It released a record 78 models of smartphones in 2012. The 4 other major OEMs in the Android Market, namely LG, Motorola, HTC and Sony released a combined total of 71 models in 2012.Samsung sold 384 million smartphones across these 78 models. The 4 other OEMs mentioned above sold a total of approximately 155 million smartphones in the same year. Apple on the other hand, which is not a player in the Android Market sold 130 million smartphones across 3 models, iPhone 3GS, iPhone 4 and iPhone 4S in 2012.

There are some good examples of ingredient branding of durable goods on the market, such as Shimano as a component supplier of cycles, and Intel in the computer industry. Intel, for instance, “positioned itself to be the heart and soul of personal computers. The strategy was to create a brand, and it worked – for PCs” (Karolefski, 2001). In other industries that produce industrial goods, like the car industry, ingredient branding has not been a common strategy. The primary question that guides us through this paper is: Is it possible for industrial goods industry like the automotive industry to adopt an ingredient brand when ingredient branding is not a common phenomenon?

Samsung Electronics Co., Ltd. is a South Korean multinational hardware organization headquartered clinched alongside Suwon, South Korea. Samsung Electronics is a part of the main Samsung Group, representing 70% of the total income. It is the world's second greatest information advancement association by income, after Apple. Samsung Electronics has gathering plants and deals systems in 80 nations and utilizes around 370,000 individuals. It is the world's biggest maker of cell telephones and cell phones powered by the fame of its Samsung Galaxy line of gadgets. Samsung Electronics dislodged Apple Inc. as the world's biggest innovation organization in 2011 and is a noteworthy part of the South Korean economy. Samsung Electronics has 144 united subsidiaries from claiming which

Samsung is one of the largest and most diverse electronic companies in the world. Samsung is a multinational electronics company, originating in South Korea. Its main Competitors are Apple and LG.

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 is a global company which has aggressively grown its cellular phone business over the past few years. Despite cellular products being one of Samsung’s newer global lines, in the past few years it has been by