Samsung (Marketing)
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Transcript of Samsung (Marketing)
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Samsung
Samsung is a South Korean multinational
Conglomerate headquartered in Samsung Town,
Seoul, South Korea. It was founded in 1983 as
trading company by Lee Byung-chul. But now IT is
the world's largest information technology company
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Major Segment
Segmentati
on
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Major Segment (Cont’…)
TARGETING
Trendy young people.
Professionals.
Large businesses.
The common cellular phone users.
Organizations such as: services to
public safety, the government, and
both utility and manufacturing
enterprises.
Institutional sales for colleges.
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Major Segment (Cont’…)
Positioning(i) It focuses more on the real margin which
comes from mid-to-high-end segments.
(ii) Samsung Concept Store.
(iii) Market making & category creation in small
towns.
(iv) Wider Care Network.
(v) Access to Samsung care line.
(vi) Pioneering in the 3G segment of mobile
phones.
(vii) Branded itself as a synonym for quality.
(viii) Created a Unique Brand Image for itself
as a high end value driven brand.
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Customer needs, Factors and
Purchasing Decisions
1.Cultural Factors
2. Social Factors
3.Geographical Factors
4.Personal Factors
Places, Price and Promotions
operational locations in Korea, the United States, Europe, Asia, Africa, and China.operates in more than 72 countries worldwide with 197 offices
Price depends on the services and features that are provided
The company uses all five elements of promotion; Advertising, Public Relations, Sales Promotions, Direct Marketing and Personal Selling.
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Here are some objective that
need to be considered:
Maintain positively controlled
growth and development.
Generate marketing programs
that’s aim to penetrate other
markets.
Maintain the increased brand
awareness through promotions and
sponsorship.
Develop strategies that will
address customer feedback on
their products.
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Swot Analysis
Strength
1. Samsung has become a world known brand.
2. well diversified and different product line to meet changing customer needs.
3.Design with an attractive styling of products.
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Swot Analysis (Cont’...)
Weakness
1. Average prices of product seem to be a low quality products.
2. Not proactive introducing a new product.
3. Differences between cultural and language and lead the group
into conflicts.
4. Heavily investing into development of newer markets and not
focusing on any one of core competencies.
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Swot Analysis (Cont’...)
Opportunities
1. Product variation by producing unique
products and exciting products with
variety.
2. Open more stores more, more
customer.
3. Launch creative products with new
technology. Innovative products and
creative solution.
4. Offer additional services to retain
existing customers and attract new
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Swot Analysis (Cont’...)
Threats
1. Legal war between Samsung and it’s competitors such as Apple.
2. Technology changes rapidly.
Marketing Strategy
Samsung has a totally different
strategy from others
IMPRESSIVE NEW FEATURES
VARIETY Of PRODUCTS
MARKET RESEARCH
STRONG SUPPLY CHAIN
QUALITY POLICY
DEVELOP GLOBAL POLICY
Samsung’s main two strategies
are…
Marketing Strategy (Cont’)…
Achieve technological leadership
Customer focus design philosophy
Introduce fast to market ,innovative , differentiated products
Premium brand experience
Marketing Strategy (Cont’)…
Master brand strategy in conjunction with hare sub-brandConsolidation of advertising duties with single agency Premium brand image buildingFocus on digital marketingAdvanced marketing & investment
Marketing Strategy (Cont’)…
Samsung’s Implementation strategy
•Developing an organization having potential of carrying out strategy successfully.•Disbursement of abundant resources to strategy-essential activities.•Creating strategy-encouraging policies.•Employing best policies and programs for constant improvement.
Action, Plan and Program
Here's a simple example to help you
understand how an Action Program fits
together
Step 1 – Collection
Step 2 – Pruning
Step 3 – Organizing and Prioritizing
Launch New Product Research our target market to ensure advertising department will hit the right tone with product roll out.
Action, Plan and Program
A. Contact major supplier to renegotiate contract.B. Finish cost-comparison report.
C. Recruit New Office Manager Contact recruitment agencies about advertising rates.
D. Order new desk and telephone.
Action, Plan and Program
E.Speak with employer
about getting help with funding.
F.Produce cheaper Smart-Phones andDevelop a unique brand community