Samsung Page 1 of 14

Assignment
Submitted To:
Sir Danish
Submitted By:
Nazir Ahmed
Roll No:
18201513-020
Department:
Statistics(2nd)
Topic:

28/05/2019
Samsung Page 2 of 14

Samsung Introduction
 Samsung Electronics
 Overview
 Number of Acquisitions 35
 Number of Investments 31
 Samsung Electronics
 Samsung Electronics is a South Korean multinational electronics company.
 Suwon, Ch'ungch'ong-namdo, South Korea
 Categories Electronics, Mobile Devices, SoftwareHeadquarters Regions Asia-Pacific
(APAC)Founded Date Feb 12, 1969Founders Byung-chul
LeeOperating Status ActiveFunding Status IPONumber
of Employees 10001+Legal Name Samsung Electronics Co., Ltd.Child Hubs Samsung
Electronics Alumni Founded Companies, Samsung Electronics Portfolio Companies
 IPO Status PublicStock Symbol KRX:005930Company Type For Profit
 Number of Exits 13Accelerator has Demo Days No
 Website www.samsung.com/usFacebook View on FacebookLinkedIn View on
LinkedInTwitter Twitter Phone Number 0538816943

 Samsung Electronics
 Samsung Electronics is a South Korean multinational electronics company engaged
in consumer electronics, information technology and mobile communications, and
device solutions businesses worldwide.
 The company develops, manufactures, and sells various consumer products,
including mobile phones, tablets, televisions, Blu-ray players, DVD players, home
theater systems, digital cameras, and camcorders; home appliances such as
refrigerators, air conditioners, washing machines, ovens, and dishwashers; PCs,
peripherals, and printers comprising tablet PCs, notebooks, monitors, optical disc
drives, printers, and computers; memory and storage products such as solid state
drives and memory cards; and accessories.
 The company also provides healthcare and medical equipment comprising
ultrasound, digital X-ray, and in-vitro diagnostics; telecommunications
infrastructures, including wireless and enterprise network systems; standalone
mobile APs for smartphones, CMOS image sensors for mobile cameras, and display
driver and smart card ICs; LCD display panels and OLED panels for mobiles; and
LED lighting solutions that include LED packages, LED display modules, LED light
engines, and LED retrofit lamps. In addition, it is engaged in cyber game match
hosting; technology business venture capital investments; the manufacture of
semiconductor components; semiconductor equipment businesses; the sponsoring
of sports teams and games; and credit management activities.

28/05/2019
Samsung Page 3 of 14

 Samsung Electronics also provides repair services for electronic devices as well as
general logistics agency, consultation, and communication system services. It has
operations in Korea, China, Latin and North America, Europe, the Asia Pacific, and
Africa.
 Samsung Electronics was founded in 1969 as a subsidiary of Samsung Group and is
headquartered in Suwon, South Korea.
 Business Funded
 Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over the
next three decades, the group diversified into areas including food processing,
textiles, insurance, securities, and retail. Samsung entered the electronics
industry in the late 1960s and the construction and shipbuilding industries in the
mid-1970s; these areas would drive its subsequent growth. Following Lee's death in
1987, Samsung was separated into four business groups – Samsung
Group, Shinsegae Group, CJ Group and HansolGroup. Since 1990, Samsung has
increasingly globalised its activities and electronics; in particular, its mobile phones
and semiconductors have become its most important source of income. As of 2017,
Samsung has the 6th highest global brand value.
 Notable Samsung industrial affiliates include Samsung Electronics (the world's
largest information technology company, consumer electronics
maker and chipmaker measured by 2017 revenues Samsung Heavy Industries (the
world's 2nd largest ship builder measured by 2010 revenues), and Samsung
Engineering and Samsung C&T (respectively the world's 13th and 36th largest
construction companies). Other notable subsidiaries include Samsung Life
Insurance (the world's 14th largest life insurance company), Samsung Everland
(operator of Everland Resort, the oldest theme park in South Korea) and Cheil
Worldwide (the world's 15th largest advertising agency measured by 2012
revenues).
 Samsung has a powerful influence on South Korea's economic development, politics,
media and culture and has been a major driving force behind the "Miracle on the
Han River". Its affiliate companies produce around a fifth of South Korea's total
exports Samsung's revenue was equal to 17% of South Korea's $1,082 billion GDP.
 Samsung has made the following acquisitions and attempted acquisitions
 Rollei – Swiss watch battle
 Samsung Techwin acquired German camera-maker Rollei in 1995. Samsung (Rollei)
used its optic expertise on the crystals of a new line of 100% Swiss-made watches,
designed by a team of watchmakers at Nouvelle Piquerez S.A. in Bassequort,
Switzerland. Rolex's decision to fight Rollei on every front stemmed from the close
resemblance between the two names and fears that its sales would suffer as a
consequence. In the face of such a threat, the Geneva firm decided to confront. This
was also a demonstration of the Swiss watch industry's determination to defend
itself when an established brand is threatened. Rolex sees this front-line battle as
vital for the entire Swiss watch industry. Rolex has succeeded in keeping Rollei out
of the German market. On 11 March 1995, the Cologne District court prohibited the

28/05/2019
Samsung Page 4 of 14

advertising and sale of Rollei watches on German territory. In 1999, Rollei

management bought out the company
 Fokker – Dutch aircraft maker
 Samsung lost a chance to revive its failed bid to take over Dutch aircraft
maker Fokker when other airplane makers rejected its offer to form a consortium.
The three proposed partners Hyundai, Hanjin and Daewoo notified the South
Korean government that they would not join Samsung Aerospace Industries
 AST Research
 Samsung bought AST (1994) in a failed attempt to break into the North American
computer market. Samsung was forced to close the California-based computer
maker following mass resignations of research staff and a string of losses
 FUBU – clothing and apparel
 In 1992, American fashion entrepreneur Daymond John started the company with a
hat collection that was made in the basement of his house in the Queens area of New
York City. To fund the company, John had to mortgage his house for $100,000. With
his friends J. Alexander Martin, Carl Brown and Keith Perrin, half of his house was
turned into the first factory of FUBU, while the other half remained as the living
quarters. Along with the expansion of FUBU, Samsung invested in FUBU in 1995.
 Lehman Brothers Holdings' Asian operations
 Samsung Securities was one of a handful of brokerages looking into Lehman
Brothers Holdings. But Nomura Holdings has reportedly waved the biggest check to
win its bid for Lehman Brothers Holdings' Asian operations, beating out Samsung
Securities, Standard Chartered and Barclays. Ironically, after few months Samsung
Securities Co., Ltd. and City of London-based N M Rothschild & Sons(more
commonly known simply as Rothschild) have agreed to form a strategic alliance in
investment banking business. Two parties will jointly work on cross border mergers
and acquisition deals.
 MEDISON Co.,Ltd. – ultrasound monitors
 In December 2010, Samsung Electronics bought MEDISON Co., a South Korean
medical-equipment company, the first step in a long-discussed plan to diversify
from consumer electronics.
 Grandis Inc. – memory developer
 In July 2011, Samsung announced that it had acquired spin-transfer torque random
access memory (MRAM) vendor Grandis Inc. Grandis will become a part of
Samsung's R&D operations and will focus on development of next generation
random-access memory.
 Samsung and Sony joint venture – liquid crystal displays
 On 26 December 2011 the board of Samsung Electronics approved a plan to
buy Sony's entire stake in their 2004 joint liquid crystal display (LCD) venture for
1.08 trillion won ($938.97 million).
 mSpot, Inc – music service

28/05/2019
Samsung Page 5 of 14

 On 9 May 2012, mSpot announced that it had been acquired by Samsung Electronics
with the intention of a cloud based music service. The succeeding service
was Samsung Music Hub.
 NVELO, Inc. – cache software developer
 In December 2012, Samsung announced that it had acquired the privately held
storage software vendor NVELO, Inc., based in Santa Clara, California. NVELO will
become part of Samsung's R&D operations, and will focus on software for
intelligently managing and optimizing next-generation Samsung SSD storage
subsystems for consumer and enterprise computing platforms.
 NeuroLogica – portable CT scanner
 In January 2013, Samsung announced that it has acquired medical imaging company
NeuroLogica, part of the multinational conglomerate's plans to build a leading
medical technology business. Terms of the deal were not disclosed.
 SmartThings – home automation
 On 14 August 2014, Samsung acquired SmartThings, a fast-growing home
automation startup. The company isn't releasing the acquisition price, but
TechCrunch reported a $200 million pricetag when first caught word of the deal in
July 2014.
 Quietside – U.S. air conditioner firm
 On 19 August 2014, Samsung said it had acquired U.S. air conditioner distributor
Quietside LLC as part of its push to strengthen its "smart home" business. A
Samsung Electronics spokesman said the South Korean company acquired 100
percent of Quietside, but declined to elaborate on the price or other details.
 Proximal Data – data virtualization
 3 November 2014, Samsung announced it had acquired Proximal Data, Inc., a San
Diego, California-based pioneer of server-side caching software with I/O intelligence
that work within virtualized systems.
 LoopPay – U.S. mobile payments firm.
 On 18 February 2015, Samsung acquired U.S.-based mobile payments firm
"LoopPay" - This allows Samsung in smartphone transactions.
 YESCO Electronics – U.S.-based manufacturer of light emitting diode displays
 On 5 March 2015, Samsung acquired small U.S.-based manufacturer of light emitting
diode displays, YESCO Electronics, which focuses on making digital billboards and
message signs.
 Viv – intelligent personal assistant
 On 5 October 2016, Samsung announced it had acquired Viv, a company working
on artificial intelligence.
 Rich Communications Services – text messaging standard
 On 15 November 2016, Samsung Canada announced it has acquired Rich
Communications Services, a company working on a new technology for text
messaging

28/05/2019
Samsung Page 6 of 14

 Organizational Standards
 Samsung Electronics aims to be a ‘world leading company’, devoting our human
resources and technology to create superior products and services, thereby
contributing to a better global society.
 To achieve this goal, we share and pursue Samsung Values of 『People, Excellence,
Change, Integrity, Co-prosperity』, and the 7 Factors of a World Leading Company
of 『Dream, Vision & Goal, Creativity & Challenge, Insight & Good Sense, Technology
& Information, Trust & Credibility, Speed & Velocity, Change & Innovation』 within
the organization.
 Furthermore, all Samsung Electronics employees should follow this Global Code of
Conduct」 as well as the Samsung Business Principles in order to comply with laws
and ethical practices as well as to express our concrete commitment to social
responsibility. This 「Global Code of Conduct」will be the guiding standard for
everyone in Samsung Electronics, outlining standards of conduct in all business
activities.
 We endeavor, with a sense of urgent awareness that we cannot survive without
innovation, to achieve future competitiveness by responding Speedily to the
changes in the business environment and customer demand, and to maintain a
sustained commitment to Change & Innovation based on our Dream, Vision & Goal.
 We cultivate Creativity & Challenge, acknowledging that future competitiveness
depends on the development of Technology & Information ahead of competitors.
 We aspire to become qualified experts in our field with Insight to foresee the future,
and the Good Sense to identify and take advantage of opportunities.
 We create an open culture where employees are encouraged to make decisions and
act proactively with a sense of ownership, based on the mutual respect of
individuality and Trust & Credibility.
 We pursue co-prosperity by maintaining relationships of Trust with shareholders
and business partners, and facilitating sound management through mutual
cooperation.

※ Code of Conduct Coverage : The Code of Conduct applies to all Samsung
Electronics' employees (domestic/overseas), suppliers, and all staff employed by
the subsidiaries of Samsung Electronics.
 Principles

o Principle 1. We comply with laws and ethical standards
o Principle 2. We maintain a clean organizational culture
o Principle 3. We respect customers, shareholders, and employees
o Principle 4. We care for the environment, health, and safety
o Principle 5. We are a socially responsible corporate citizen
 Over the years, expectations from various entities - including NGOs, governments,
customers, shareholders, suppliers and employees - have grown along with our
responsibilities as a global corporate citizen. In this spirit, Samsung Electronics has

28/05/2019
Samsung Page 7 of 14

updated and revised the 'Business Conduct Guidelines' (published for the first time
in 2015) that provide a specific direction for sustainable management, as part of our
ongoing effort to ensure responsible management, by creating a list of commitments
from all executives and employees.
 Financial Growth Of Samsung
 Samsung Electronics profit growth slows on smartphone weakness
 Samsung's operating profit would grow 5.2 percent to $13.2 billion, just missing an
average estimate of 14.9 trillion won from 18 analysts polled by Thomson Reuters.
 While the smartphone business struggles, Samsung's profits are being driven by
strong global sales of DRAM and NAND chips which account for about a third of its
revenue.
 South Korean tech giant Samsung Electronics Co Ltd estimated on Friday earnings
grew at the slowest pace in more than a year in the second quarter, as analysts said
weak smartphone sales likely offset record high chip earnings.

Samsung shares fell 2 percent as the guidance gave investors insight into how badly
the decline in smartphone profitability is hurting the company's bottom line, after it
warned in April of an earnings slowdown amid tougher competition.

The world's biggest maker of memory chips, smartphones and TVs said April-June
operating profit would grow 5.2 percent to 14.8 trillion Korean won ($13.2 billion),
just missing an average estimate of 14.9 trillion won from 18 analysts polled
by Thomson Reuters.

While the chip business would post its seventh consecutive record quarterly profit,
analysts say, lacklustre smartphone earnings growth fuelled concerns the mobile
business is running out of ideas to underpin sales of its premium Galaxy devices.

"It is going to be tough. The smartphone market is not growing anymore but the
competition is intensifying," said Lee Won-sik, an analyst at Shinyoung Securities.
 Samsung shares are down about 12 percent this year on concerns over slowing
profit growth and a lack of technological innovation to drive smartphone sales.

New monthly data released on Thursday by mobile phone market tracker

Counterpoint Research highlighted Samsung's problems, showing its latest Galaxy 9
Plus premium handset had been overtaken by Apple Inc.’s iPhone 8 as the world's

28/05/2019
Samsung Page 8 of 14

top-selling smartphone due to weak sales in Europe.

Competition from cheaper Chinese brands like Xiaomi Corp and Huawei have already
seen Samsung lose market share in China and India, the world's top smartphone
markets.

CHIPPING AWAY
While the smartphone business struggles, Samsung's profits are being driven by
strong global sales of DRAM and NAND chips which account for about a third of its
revenue.

Overall sales likely fell 4.9 percent from a year earlier to 58 trillion won, Samsung
said, versus analysts' average forecast of 59.7 trillion won. The firm did not
elaborate and will release detailed earnings in late July.

The outlook for chips remains upbeat, with production of Apple's next iPhone likely
to support NAND flash memory prices after they fell by up to 15 percent in the
second quarter, according to chip price tracker DRAM exchange.

The average selling price of DRAM chips, which help devices perform multiple tasks,
is forecast to climb 14.8 percent this year, research firm Gartner says.

"Overall, third-quarter profit will be stronger than the second quarter as Samsung
will perform better in the semiconductor and display businesses," Song Myung-sup,
an analyst at HI Investment & Securities, said.

Investors are growing increasingly concerned however about the prospect of an all-
out trade war between China and the United States, and how this could impact
major exporters like South Korea's tech champions.

"Sentiment is absolutely not positive as South Korea heavily relies on exports, but
we should see if that really hurts financially key exporters like Samsung," said Park
Jung-hoon, a fund manager at HDC Asset Management that owns Samsung shares.

28/05/2019
Samsung Page 9 of 14

There are also fears that a Chinese price-fixing probe into chipmakers including
Samsung could limit the upside for DRAM prices, as China is the largest importer of
memory products.

The high cost of chips has hurt many electronics makers, with Chinese
manufacturers among the hardest hit as they operate at lower margins than rivals.

Samsung’s Mission Statement

 Samsung’s mission statement is “We will devote our human resources and
technology to create superior products and services, thereby contributing to a better
global society.” This corporate mission was published in the 1990s, when the
company was undergoing rapid global expansion in various semiconductors,
electronics, and related technology markets. Based on its business operations and
current international industry positioning, Samsung focuses on the following
components in its corporate mission:

 Human resources and technological resources

 Superiority of products and services
 Improvement of the global society
 In its mission statement, Samsung identifies human resources and technology as the
two main assets that it uses to pursue its purpose and strategic objectives in its
global industries. This component of the corporate mission requires that the
company maintain highly competitive compensation packages and related human
resource administration and development programs to attract sufficient talent while
competing against technology giants like Apple Inc. and Google LLC. Considering the
significance of human resources, Samsung’s corporate culture is a determining
factor in fulfilling its corporate mission. On the other hand, superiority of products
and services is at the core of fulfilling the consumer electronics company’s corporate
mission. Such superiority emphasizes the importance of strategic management that
directs decisions at Samsung’s headquarters toward operational effectiveness for
high quality organizational outputs in various technology markets. In a way, this
component of the mission statement pushes the corporation to ensure an effective
value chain and achieve its value proposition, such as effective and high quality
consumer electronics. Furthermore, the corporate mission targets positive
contributions to improve the global society, leading to Samsung’s generic strategy,
intensive growth strategies, and strategic objectives that include the provision of
high quality products, such as smartphones, laptops, and home appliances. In
relation, to achieve a positive global impact, the company has embarked on various
multinational acquisitions, such as the purchase of Harman International Industries,
which now operates as a subsidiary of Samsung Electronics. Global scope and

28/05/2019
Samsung Page 10 of 14

societal improvement are factors that link the mission statement with the
technology corporation’s vision statement.

 Samsung’s Vision Statement

 Samsung’s corporate vision is to “Inspire the world with our innovative technologies,
products and design that enrich people’s lives and contribute to social prosperity by
creating a new future.” The company follows this vision statement to maintain
profitable technology business operations that contribute to the improvement of
people’s lives. Samsung frequently refers to a shortened version of this corporate
vision: “Vision 2020: Inspire the World, Create the Future.” The company extensively
implements this statement throughout its subsidiaries’ operations in the consumer
electronics, computing technology, and semiconductors industries. The following
components are contained in Samsung’s vision statement:

 Global inspiration
 Innovation
 Improvement of lives and future social prosperity
 Based on its vision statement, Samsung’s strategic objectives include the
development of products that inspire. This inspirational aspect requires the
company to consider local and regional market conditions to ensure that its
technological products actually inspire people despite differences in their societal
situations. Samsung’s corporate vision also pushes for a high degree of innovation.
Technological innovation is especially notable in the company’s products, such as
smartphones and laptops. Moreover, the vision statement indicates strategic efforts
that include Samsung’s corporate social responsibility strategy for improving
people’s lives and contributing to social prosperity. This corporate vision means
that the company sees itself as a mover and major contributor to the world’s
improvement through consumer electronics, semiconductors, and other products
that add value to people’s lives and society. In a way related to the mission
statement, Samsung’s corporate vision includes a global scope of application and the
aim of contributing to societal improvement.

 Marketing mix
 Products:
 Samsung invests a lot in research and development to deliver the best
products to its customers. Samsung offers a wide range of products in
different product categories. The diverse offerings come under the
products of Samsung marketing mix. The products can be classified
into five categories and they are:

28/05/2019
Samsung Page 11 of 14

 Mobile devices- Smartphones like Samsung Galaxy series, Tablets, Wearables, Other
Phones, Accessories
 Samsung Home Appliances- Refrigerators, Washing Machines, Cooking appliances,
Air conditioners, Vacuum cleaners
 TV/AV – Samsung Television, Audio and Video, Accessories
 Information Technology - Printer and Multifunction, Monitor
 Memory/Storage- SSD, Portable SSD, Memory cards, USB Flash drives

 Price:
 Samsung is a market leader in smart phones and is a dominant player in market for
home appliances. It uses two pricing schemes which are:
 Skimming Price –Samsung uses skimming price policy. For instance, when Samsung
launches new products with different variants of storage capacity, it prices the
product higher. But when other competitors launch a smartphone with identical
features, Samsung lowers the price and easily prevents the reduction of its market
share due to the launch of the competitor.
 Competitive Pricing –This pricing strategy is a part of Samsung marketing strategy.
Samsung has not succeeded in becoming the leader in other product categories.
Samsung is a trustworthy brand, but in the ‘home appliances’ product-category, it
hasn’t surpassed LG yet. To prevent the flanking attacks from its competitors in the
market it’s essential for Samsung to use competitive pricing. Also, Samsung is a not a
first mover in these product categories and thus it has to defend its position in the
market. All these help in understanding the pricing strategy in the Samsung
marketing mix.
 Place:
 Samsung sells directly to the retailers and service dealers. And due to this strategy,
only service dealers are responsible for the corporate sales. Retailers dealing in
technology generally have to include Samsung in their offerings, because of the
brand being world-famous. The distribution is the strength for Samsung. Samsung
also distributes its products using a single distribution company in a particular
location that further distributes the products to other locations.
 Promotion:
 Promotion is a strong pillar in the marketing mix of the company. Samsung believes
that advertising the best form of promotion to engage potential consumers and
position the brand. Samsung promotes new products using newspapers and digital
media. To take the advantage of the huge number of followers of celebrities, the
brand has invited many celebrities to be the brand ambassadors and promote the
product. Big placard, hoarding and posters are put up on highways.
 Besides advertising, Samsung also uses different promotional tactics to make
customers buy the product. Samsung is mostly famous for its product quality and
user experience but Samsung is also known for being a giant in sponsoring events.

28/05/2019
Samsung Page 12 of 14

Samsung also sponsors major events. Samsung offers heavy discounts during
national festivals. This concludes the Samsung marketing mix analysis.

 Product Mix
 An organization with several product lines has a product mix. A product mix or
 product portfolio consists of all the product lines and items that a particular seller
offers
 for sell. Each product line consists of several sub lines.
 A company’s product mix has four important dimensions:
 Width
 Length
 Depth
 Consistency
 Width: Width refers to the numbers of different product lines of the company.
 Length: Length to the total numbers of items the companies carries within the
 product line.
 Depth: Depth refers to the numbers of versions offered of each product in the
 line.
 Consistency: Consistency refers to closely the how various product lines are in end
 use production requirement, distribution channels or some other way.

 Promotion Mix
 Samsung uses different approaches and strategies for its promotion so customers
attract toward the brand and buy Samsung Marketing Strategies its products.
Therefore, the marketing strategy of the company is strong and it helps the firm to
grow and make progress in multiple aspects. Moreover, it is worth mentioning that
the South Korean firm gave a chance to non-famous people to contribute in this
breathtaking commercial so that they can advertisement winning. Therefore, a
successful commercial can increase public image of the company.
 Segmentation
 According to the current marketing definition,
 Psycho-graphic and Behavioral segmentation are those definitions that represent
existing segmentation strategy of Samsung in the best way.
 Geographic
 The company has made a Galaxy segment for urban areas and Samsung Guru
Segment for rural areas. The South Korean firm is known for manufacturing quality
phones and it has the largest market share as compared to other mobile phone
makers. The company has added different mobile categories with a specific budget
bracket in its lineup. Thus, there is something for everyone in Samsung stores.
 Demographic

28/05/2019
Samsung Page 13 of 14

 The company offers the smartphone for youth under the 16-29 age groups. Middle-
class people can use Samsung Guru because they can easily afford it, it is the number
one choice for lower class workers. The Guru smartphone comes in many variants
and it is available with the 3G facility as well. If you are looking to buy a 3G phone at
cheap rates then opt for this smartphone. While Samsung Galaxy series is for
middle-class people and especially those people who want to buy a quality
smartphone with latest features. This classification shows that the company cares it
customers and it offers mobiles to customers according to needs, budget, and
requirements. Samsung has also made an alliance with some IT industry leaders for
introducing relevant enterprise solutions. It will offer comprehensive solutions
through the implementation of the latest technology. Samsung Galaxy S6, S7 is the
number one choice when it comes to using mobile at the enterprise level. The
company offers strong security features so data of professionals is safe and they can
reach their data anytime anywhere.
 Psychographic
 Samsung caters to those people as well who buy a mobile according to their lifestyle.
The company offers some conjure phones as well such as Samsung S7 comes in Pink
Gold color, which is especially for women. The company offers cheaper phones as
well in the range of $120-$200 While, the mid-range mobiles start from $250 and
can be purchased in $400. The high-end devices carry a high price tag and the come
under $500-$800 price range. Customers have a liberty to choose a mobile
according to choice, lifestyle, and budget.
 Targeting
 After making market segments on the basis of different classes and groups, the
targets need to be identified and chosen. The company targets various customers
and some of them are young people who adopt fashion and latest technology
quickly, executives, business owners, professionals, students, and other common
users of mobiles. Every kind of company can use mobiles of Samsung because they
have a user-friendly interface. Moreover, the company offers discounts as well
through its promotions. The target of the company is not only attracting more
customers but retaining loyal customers as well.
 Positioning
 Positioning refers to the customer awareness about a brand and its uniqueness as
compared to others. Products can be positioned on the basis of product attributes
and features. The company has adopted different strategies for positioning itself in
the smartphone market and some of these strategies are subsequent,
 Samsung put emphasis on the real margin that is generated especially from mid-end
and high-end customer segments.
 Promote products through Samsung concept stores.
 Devices have categorized in the market according to features, functions, and price.
 The care network of the company is wider.
 The company offers access to its care line to its valuable customers.

28/05/2019
Samsung Page 14 of 14

 It is the pioneer company who introduced 3G into smartphones, the company brings
innovative products with the latest technology.
 The major objective of the company is to brand itself as a synonym for quality so
when it comes to buying quality products customers choose Samsung. The firm has
created worth of its products by giving importance to quality.
 It has created an image of a unique brand and people know it as a high-end brand.
 Refrences
https://www.google.com/url?sa=t&source=web&rct=j&url=https://en.m.wikipedia.org/
wiki/Samsung&ved=2ahUKEwirnLTny77iAhUEsXEKHW8lBtwQFjAAegQICRAD&usg=AOv
Vaw36H1W-V14FvfhQk4mwM1AW
https://www.google.com/url?sa=t&source=web&rct=j&url=https://www.trustedreview
s.com/news/huawei-dominates-apple-samsung-in-2019-smartphone-sales-growth-
figures-3710393/amp&ved=2ahUKEwid9oPkw77iAhX-
D2MBHXnbC_8QFjABegQIEBAI&usg=AOvVaw23aWXlYebtAdr6PgraPqJG&ampcf=1

https://www.google.com/url?sa=t&source=web&rct=j&url=https://www.samsung.com/
mx/aboutsamsung/vision/vision2020/&ved=2ahUKEwjmzvK-
y77iAhUsVBUIHfxZDgEQFjASegQIAhAB&usg=AOvVaw2Fb15jz503lES0GEMkqGRA

28/05/2019