Ministry of Finance

University of Finance – Marketing



Essay on group

ANALYSIS OF MARKETING
STRATEGY OF SAMSUNG GALAXY S
IN VIETNAM MARKET
CLC_20DMA06
Group 9:

Tả Lê Ngọc Linh (Leader) - 2021008468

Trần Thị Kim Ngân - 2021008488

Võ Minh Thành - 2021008547

Trần Khánh Minh - 1921000861

Ho Chi Minh City, 2021

 TEACHER'S COMMENTS

Group 9:

Tả Lê Ngọc Linh (Leader) - 2021008468

Trần Thị Kim Ngân - 2021008488

Võ Minh Thành - 2021008547

Trần Khánh Minh – 1921000861

Section for teachers to write comments

RESULT

Point Teacher's signature

 IMAGE CATALOG
Image 1.1: Logo of Samsung Group

Image 1.2: Samsung Electronics Vietnam Factory Thai Nguyen

Image 1.3: Profits of samsung factories in Vietnam

Image 1.4: Revenue of samsung factories in Vietnam

Image 2.1: Viet Hung Bao Bi Ltd one of Samsung's first and most well-known
providers of carton packaging and paper pallets.

Image 2.2: Cellphone Store

Image 2.1: the number of users of the top 15 countries

Image 3.1: The percentage between men and women who expect Samsung or
Iphone

Image: 3.2: Versions of Galaxy S21+ 5G

Image 4.1: Diagram of Samsung phone distribution

Image 4.2: Currently, Samsung has up to 7 experience stores

Image 4.3: Sponsor sporting events

Image 4.4: Sponsor the 360mobi Championship Season 2 – 2019

Image 4.5:On November 24, Mr. Choi Joo Ho, General Director of Samsung
Vietnam, presented scholarships to students
 SUMMARY
Smartphones gradually become inseparable objects for any individual.
Among the brands in the market Samsung has had a leading position,
referring to the current high-priced market segment, it is impossible not to
mention the Samsung Galaxy S series. Samsung officially launched the
Samsung Galaxy S series in March 2010, the first product in the “S” series.
Since its launch, the Galaxy S has become one of the most powerful phones
on the market.

The high-end smartphone series has dominated the mobile phone

market in the world as well as in the Vietnamese market. Samsung is
constantly innovating and improving products to produce the most modern
and innovative smartphone in every design of the product. To achieve the
resounding success of Samsung, it is impossible not to mention the marketing
activities of the business. Through the evaluation analysis combined with the
theoretical bases learned in the subject of Marketing Principles, the group
learned about the micro and macro environment; STP strategy, Marketing
Mix strategy has given measures and recommendations to overcome the
existing weaknesses in the activities of this business.
 TABLE OF CONTENTS
1. OVERVIEW OF THE SAMSUNG GROUP....................................1
1.1. The formation and development process.......................................1
1.2. Products of Samsung Group...........................................................5
1.3. Interview of Samsung Galaxy S.....................................................5
2. MARKETING ENVIRONMENT.....................................................7
2.1. Microenvironment..........................................................................7
2.2. Macroenvironment.........................................................................9
3. S – T – P STRATEGY......................................................................13
3.1. Segmentation................................................................................13
3.2. Targeting......................................................................................15
3.3. Positioning....................................................................................16
4. MARKETING MIX STRATEGY...................................................18
4.1. Product Strategy...........................................................................18
4.2. Pricing strategy.............................................................................20
4.3. Place strategy...............................................................................21
4.4. Promotion strategy.......................................................................23
5. RECOMMENDATION....................................................................28
5.1. Recommendation 1.......................................................................28
5.2. Recommendation 2.......................................................................28
5.3. Recommendation 3.......................................................................28
REFERENCES......................................................................................29
APPENDIX..............................................................................................a
MEMBER CONTRIBUTION................................................................i
CHECK FOR PLAGIARISM................................................................j
 1. OVERVIEW OF THE SAMSUNG GROUP
1.1. The formation and development process

Overview of Samsung Group Samsung Group is one of the largest trading

groups in Korea, started as a small export business in Taegu in 1938, founded by
Lee Byung-chul, and has grown rapidly. Samsung Group is a diversified business
group in Korea, including Samsung Electronics and Samsung Insurance. Currently,
Samsung is one of the world's leading suppliers in many fields such as TV screens,
mobile phones, electronic components and many other high-tech industrial
products... Today's products and processes Samsung's cutting-edge, top-quality
process is recognized worldwide. The company has been and will be expanding its
product seriess and markets, increasing its profitability and market share, and
pursuing its mission of helping to build better lives for customers around the world.
In the business fields, Samsung Group has been focusing on the electronics
industry. Therefore, when it comes to Samsung, one cannot fail to mention
Samsung electronics company Samsung Electronics, Samsung electronics company,
founded in 1969, is the largest division of Samsung Group, and is one of the leading
companies. largest electronics company in the world.

Image 1.1: Logo of Samsung Group

 Other well-known Samsung subsidiaries:

- Samsung Electronics (largest electronics - high-tech company in the world by
revenue, and 4th largest in the world by market value in 2012)

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 - Samsung Heavy Industries (2nd largest shipbuilding company in the world,
second only to Hyundai Heavy Industry)
- Samsung Engineering and Samsung C&T (construction firms ranked 12th and
36th in the world, respectively)
 Other significant subsidiaries:
- Samsung Life Insurance (the world's 14th largest insurance business)
- Samsung Everland (managing Everland Resort, Korea's oldest theme park)
- Samsung Techwin (company engaged in space exploration, production of
surveillance, protection, and military equipment, etc.)
- Cheil Worldwide (in terms of revenue, it was the 15th largest advertising firm
in the world in 2012)

In 2019, Samsung had the highest global brand value in Asia and was rated
fourth in the globe. In July 2020, Samsung surpassed major competitors such as
Apple, Google, Sony, LG, Panasonic, Philips, and others to maintain its position
atop the list of 1,000 most loved brands in Asia for the ninth consecutive year, as
determined by leading market research firms Campaign - Asia-Pacific and Nielsen
Media Research. According to Interbrand, in October 2020, Samsung will have
surpassed automobile manufacturer Toyota (Japan) to become the most costly brand
in Asia, ranking fifth internationally behind Google, Microsoft, Amazon, and Apple
(USA). In November 2020, Samsung maintained its market share of 33.7 percent,
surpassing Apple's (30.2 percent) to claim the No. 1 position, dominating the
Smartphone market in the United States after ranking second for the previous three
years (2017, 2018, 2019). Also in 2020, Brand Finance, the UK's independent brand
valuation and strategic consulting firm, announced the results of its national brand
report, in which Samsung's brand value was valued at approximately 95 percent.
billion US dollars - ranked first in Asia, fifth in the world, ranked above many big
names such as Facebook, Volkswagen, Walmart, Toyota, Huawei, ... and only after
four US technology companies (Amazon, Google, Apple and Microsoft). By 2021,
the aforesaid number will have risen to 102.6 billion USD, yet Samsung will still be
ranked fifth in the world.

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 Samsung has had a significant impact on the growth of the Korean economy,
politics, media, culture, and social life, and is the driving force, the major 'nucleus'
behind the success of the 'Miracle of the Han River.' Contributing one-fifth of the
country's entire export turnover, the group's earnings also accounted for 17% of the
Korean economy's overall GDP of $ 1.1 trillion in 2013.

April 2009: The Samsung Electronics Vietnam (SEV) project, located in Yen
Phong industrial park in Bac Ninh, was given an investment certificate and
launched into operation with a capital investment of 2.5 billion USD.

2010: Launched the first 3D TV range in Vietnam, as well as the Galaxy

smartphones that run on the Android operating system.

Image 1.2: Samsung Electronics Vietnam Factory Thai Nguyen

At 2014, the Samsung Vietnam Electronics Thai Nguyen (SEVT) project was
granted an investment license and began operations in the Yen Binh industrial park
in Thai Nguyen, with a total investment capital of $5 billion USD.

2016: The SEHC (Samsung CE Complex) project of Samsung Vietnam, with a

total investment of $2 billion USD, opened its doors at Saigon Hi-tech Park.

2017 saw the formal opening of the Samsung Group Solution Experience
Center (EBC) and the Research and Development Center (Samsung Ho Chi Minh
Research & Development Center – SHRD) in Vietnam.

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 It is estimated that more than 300,000 Vietnamese people worked in
Samsung's factories until the beginning of 2018. At the same time, Samsung
Electronics Vietnam (SEV) is now not only an FDI enterprise with the largest
production scale, the most rigorous and talented recruitment process, and is
regularly ranked in the top "best places to work," but also the largest foreign direct
investment.

Image 1.3: Profits of samsung factories in Vietnam

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 Image 1.4: Revenue of samsung factories in Vietnam

1.2. Products of Samsung Group

Samsung is a multi-industry corporation, the most prominent of which is in the

field of electronics, a subsidiary of this group is Samsung Electronics - the largest
high-tech in the world by revenue. Samsung uses its own brand, Samsung,
uniformly for all of the company's products. The choice of the company name - the
brand name to label the product represents a smart way of Samsung using the
company's reputation to affirm the quality of the product. This shows the
confidence of the business in ensuring the quality of the product and at the same
time gaining the trust of customers when they dare to assert themselves in the
market. Electronic products manufactured by Samsung are clearly labeled so that
customers can really know the origin, origin and trust in this brand as well as
distinguish them from counterfeit and fake products that are rampant in the market.
school. To name its products, Samsung chooses to name new products as a mixed
name: Company name + Product name. For example :

 Samsung Galaxy series: Galaxy Z, Galaxy S, Galaxy Note, Galaxy A,

Galaxy USA
 Tablet series (Tablet): Samsung Galaxy Tab S, Samsung Galaxy Tab A
 Smart watches: Galaxy Watch, Galaxy Watch Active, Galaxy Fit
 TV series: Samsung Smart TV, Samsung LCD TV, Samsung Plasma

1.3. Interview of Samsung Galaxy S

Samsung Galaxy S-series with a mission to always lead the trend,

Samsung Galaxy S was first introduced on March 23, 2010, marking
Samsung's first turning point into the smartphone business. Galaxy S is
Samsung's high-end smartphone series with luxurious design, classy
curved screen, powerful configuration, terrible camera with the aim of
directly competing with Apple's iPhone series. The "S" in the word
Galaxy S stands for Super Smart. Currently, the Galaxy S series is still

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 Samsung's most successful product series, making a name for Samsung
in the smartphone field.

The Samsung Galaxy S series is a series of high-end Android mobile

devices produced by Samsung Electronics. Together with the Samsung
Galaxy Note, the lineup serves as Samsung's flagship smartphone model.

Samsung later expanded the Galaxy S series to tablet computers with the
announcement of the Galaxy Tab S in June 2014 and released the next
month. As of January 2021, the latest smartphones in the Galaxy S series
are the Samsung Galaxy S21 series, which were first released in January
2021. The Samsung Galaxy Tab series is the related tablet series, which
includes the tablet Samsung Galaxy Tab S7 released in August
2020.Samsung Galaxy S Series:

- Samsung Galaxy S (June 2010)

- Samsung Galaxy S II (February 201)
- Samsung Galaxy S III (May 2012)
- Samsung Galaxy S4 (March 2013)
- Samsung Galaxy S5 (February 2014)
- Samsung Galaxy S6 | S6 egde | S6 egde+ | S6 active (March 2015)
- Samsung Galaxy S7 | S7 egde | S7 active (February 2016)
- Samsung Galaxy S8 | S8+ | S8 active | S Light Luxury (March 29, 2017)
- Samsung Galaxy S9 | S9+ (February 25, 2018)
- Samsung Galaxy S10e | S10 Lite | S10 | S10+ | S10 5G (February 21, 2019)
- Samsung Galaxy S20 FE | S20 | S20+ | S20 Ultra (LTE | 5G) (February 11,
2020)
- Samsung Galaxy S21 Series 5G (January 11, 2021)

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 2. MARKETING ENVIRONMENT
2.1. Microenvironment

 Suppliers

Samsung is one of the world's leading technological companies, thus their

phones are designed from the start to be international. As a result, Samsung places a
premium on the quality of its suppliers' components. Advantest Corp and Canon Inc
are two of Samsung's primary suppliers. Samsung also collaborates with
Vietnamese suppliers and establishes long-term partnerships with them. By the end
of 2019, 42 Vietnamese companies have become Samsung's first-tier suppliers, a
growth of tenfold in only five years after just four units in 2014. Samsung plans to
raise the total number of devices to 50 by the end of the year. Not to mention the
hundreds of tier-2 suppliers who contribute to the world's largest electronic
manufacturing chain. Viet Hung Bao Bi Ltd, based in the province of Hung Yen, is
one of Samsung's first and most well-known providers of carton packaging and
paper pallets.

Image 2.1: Viet Hung Bao Bi Ltd one of Samsung's first and most well-known
providers of carton packaging and paper pallets.

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  Marketing Intermediaries
Marketing intermediates assist Samsung in promoting, selling, and
delivering its products to final consumers or buyers. Retailers are the primary way
through which Samsung's new goods reach consumers in Vietnam, in addition to
hosting showrooms to market new goods. “Thế giới di động” or “CellphoneS” are
major retailers in Vietnam that are distributing most of Samsung's phone seriess.
Besides, Samsung has also opened “experience stores” in recent years, contributing
to expanding the retail scale for this brand.

Image 2.2: Cellphone Store

 Customer

Samsung's clients in Vietnam are quite diverse because the company owns a
wide range of products in several areas. The Samsung A series will be used by
students and low-income individuals while the S or Note series is for those with a
lot of money.

 Competitors

Samsung is the most popular phone in Vietnam. Samsung offers a wide range
of pricing due to its various phone seriess, allowing it to reach wider customers.
Samsung, on the other hand, generates a large portion of its earnings from selling
low-cost phones such as the A and M seriess. Samsung's Galaxy S series is always

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up against competition from other phone brands, making sales of the Galaxy S less
impressive than sales of their low-cost phone seriess.

In December 2020, iPhone's market shares in Hanoi jumped to 13.7 percent,

approaching the sales of Vietnam's third-largest company. In November and
October of last year, Apple's sales were only 8.6 percent and 5.2 percent,
respectively. This is a remarkable statistic, indicating that Vietnamese users are
eagerly anticipating the release of new iPhone models. Apple Inc. (iPhone 12 series
officially debut in Vietnam from November 27, 2020). Remember that Apple only
sells high-end product seriess (priced over 10 million VND) but accounted for over
13% of sales, whereas top brands like Vsmart, Oppo, and Samsung primarily
accounted for sales thanks to low-cost seriess. As a result, it's clear that Apple is
Samsung's most difficult competitor to beat if it wants to lead the high-end phone
market.

The Xiaomi Mi Mix series is a potential opponent to the Samsung Galaxy S

series. Because Xiaomi has yet to release this phone series in Vietnam. The Xiaomi
mi mix series's items are mostly distributed through small retailers in Vietnam. If
Xiaomi's Mi Mix series is released in Vietnam, it will be a competitor to Samsung's
Galaxy S series.

Samsung's Galaxy Note series is a surprising rival to the Galaxy S series. With
the differences in design and the Note series' ownership of the "S pen," Samsung
has created an internal competition.

2.2. Macroenvironment

 Economic

GDP per capita increased 2.7 times between 2002 and 2018, reaching over
USD 2,700 in 2019, with over 45 million people fleeing poverty. The poverty rate
fell dramatically from more than 70% to less than 6% ($3.2 per day at purchasing
power parity). Ethnic minorities make up the majority of the remaining poor in
Vietnam, accounting for 86 percent.

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 Vietnam's economy was severely impacted by the COVID-19 infection due of
its deep economic integration, but it also demonstrated remarkable resilience. In
2020, GDP growth is expected to be 2.9 percent. Although Vietnam is one of the
few countries in the globe to have positive economic growth, the epidemic has had
long-term effects on households, with roughly 45 percent of those surveyed
reporting lower income.

Without the epidemic's impact, Vietnam's economy would not suffer the same
negative consequences, and it could grow even faster. During the latest outbreak,
Samsung likewise had a lot of problems. The virus initially impacted the supply
chain, but this was rapidly remedied. Second, the COVID-19 pandemic has lowered
phone demand.

 Politic

The phone not only serves as a means of communication, but it also reflects
the owner's wealth and status. Any regulations pertaining to cell phone users are
given proper consideration. The government has always made it easier for phone
companies to compete successfully and equitably in the marketplace. Because the
success of these firms generates cash for the state budget, creates jobs for a large
number of people, and promotes economic growth. The open political environment
is assisting corporations such as Samsung in expanding their production capacity.

 Ecology

Vietnamese culture is incredibly diversified, with distinct consumer behaviors

in each region. Samsung has realized this, therefore whenever they produce a new
Galaxy S, they always release two versions: S and S plus (in recent years, there has
also been a high-end version of the Galaxy S series called S Ultra) to cater to a wide
spectrum of customers with varying incomes and needs. Furthermore, each phone
comes in a wide range of colors for customers to pick from (usually there will be 3
color versions). Vietnam's labor resources are also plentiful, making it easy for
Samsung to grow its manufacturing capacity.

 Technology
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 Samsung is the world's largest mobile phone manufacturer, therefore it's
critical to keep up with technological advancements. Take, for example, Nokia's
demise as a result of failing to stay up with global trends. Since the Samsung
Galaxy S8 was released, there has been essentially little change in the outward
design of the Samsung Galaxy S series; the only difference between these phones is
an upgrade in configuration and camera. You can't blame Samsung in this scenario
because their Galaxy S phone is intrinsically too great and developing the phone's
software and internal hardware through each generation each year has been a
problem.

Samsung releases Android updates for its phones on a regular basis, as well as
researching and developing new ways to boost the processing performance of its
Galaxy S series phones.

Developing mobile devices that can use 5G networks is also one of Samsung's
top priorities.

 Demography

Vietnam's population is estimated to reach 97,757,118 people on December

31, 2020, an increase of 876,475 people over the previous year's figure of
96,903,947.

Because Vietnam is a developing country, the people here are in a state of

integration with the world, mobile phones can be said to be an extremely important
and popular object for Vietnamese people.

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 Image 2.3: the number of users of the top 15 countries

According to Adsota's Vietnam Digital Advertising Market report, the

Vietnamese market currently has up to 43.7 million people using smartphone
devices out of a total population of 97.4 million people, reaching a rate of 44.9% .
These figures also help Vietnam to enter the top 15 markets with the highest
number of smartphone users in the world, alongside many other developed
countries such as the UK, Japan, Germany or the same representative in Southeast
Asia. is Indonesia.

As a result, Vietnamese people have a high need for mobile phones. Right
now, Samsung's job is to perfect their product as much as possible in order to gain
market share as rapidly as possible.

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 3. S – T – P STRATEGY
3.1. Segmentation

Market segmentation is a marketing technique that involves segmenting a target

market into smaller, more defined segments, enabling a business to conduct strong
market research into customers. By participating in market segmentation,
researchers can reveal consumer experience insights, product development
innovation approaches, suggestions for boosting customer loyalty, and more.

To enable the company to have a more detailed view of the market and select the
target market correctly and efficiently, Samsung has segmented the market based on
customer income.

 Demographic segmentation: Segmenting the market by income

depending on the income of each individual, they will choose for
themselves a smartphone with a price that is suitable for their
conditions.

• High-end phone segment (Flagship): Over 15 million VND

High-end phones (Flagship) are the flagship product of that manufacturer, when
equipped with the most modern features on the current technology market, in
addition, the configuration or price is also quite high compared to other models.
other products. These are all phones with good performance, sharp cameras and a
lot of extremely outstanding features and extremely good configuration. High-end
smartphones (Flagship) are suitable for users who want to own and enjoy the
experience. products with the latest technology, best cameras, best designs and best
features.

However, products in this segment often have a very high price in common, so most
are aimed at successful business people.

• Near-premium phone segment: prices range from 10 to 15 million VND

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Devices in this segment will cost from 10-15 million VND and will focus on certain
features such as camera, entertainment, or have strong configuration, or have a nice
brand and design. The phones in this segment are often the flagship of the previous
year, carrying the most advanced technological features.

• Mid-range phone segment priced from 5 million to 10 million VND

This is considered the most popular segment in the Vietnamese market and usually
costs from 6 to 10 million, completely satisfying the user's experience. The majority
in this segment, their customers are students. students, who have worked with
relatively stable income.

• Low-cost phone segment

Smartphones in this segment usually cost less than 6 million VND. Products in this
segment usually do not have anything new and special technology but can fully
meet the basic needs of users such as making calls, texting, surfing the web and
watching movies.

Market Segmentation by Gender: Gender influences Samsung's purchasing

decisions in a 2018 study, which respondents will choose from among the 4 phone
seriess in the same high-end segment of Iphone and Samsung we get the table
below. The vast majority of men choose Samsung while women prefer Iphone

Image 3.1: The percentage between men and women who expect

Samsung or Iphone

 Psychographic segmentation: Samsung products from almost all

segments have luxurious and sophisticated designs. The colors are
often chosen for its phones in addition to colors such as copper gold,

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 white, black Samsung also constantly offers colors that match the
personalities of different customers.

Each color represents a personality within each individual customer. Samsung has
designed different colors to represent each person's inner personality. Take for
example the Samsung Galaxy S21 series

purple, this is the latest color and only available on Samsung Galaxy S. True to the
name 'passion purple', I was really captivated by the unique, novel color scheme
that brings elegance and sophistication. certain nobility

Phantom Gold: With Phantom Gold color on Samsung, this color highlights the
elegance and nobility for both men and women, especially business people when
exuding their own style and temperament.

White: people immediately think of simplicity, purity, sophistication and lightness.

dark gray: Powerful, luxurious and elegant are his words to describe the color
shade. This is the most basic color and can often be found on any phone.

3.2 Versions of Galaxy S21+ 5G

 Geographic Segmentation: Dividing your customer personas or

groups basis the geographical areas they reside in (Rural and Urban)
and then deciding on which segment area you want to target. Samsung
targets both the rural as well as urban population.

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3.2. Targeting

Targeting is a set of buyers sharing common needs or characteristics that the

company decides to serve.

After carefully researching market segments, Samsung has chosen for their
Samsung Galaxy S product series the target market is the high-end phone segment.
Target customers of Samsung Galaxy S are successful businessmen with stable
income. Characteristics of this customer group, the segment has a high ability to
pay:

- This is the segment that needs to use a variety of products and services.
- Help business people bring higher profits…

This is a very competitive segment. Currently, the high-end phone product series in
Vietnam, is the close competition of Iphone and high-end product series of
Samsung.

The group of customers who are not dominated by price, what they need in a phone
is not only the most advanced features from the camera to the configuration but also
the internal value of a phone. The sophistication, elegance and beautiful design are
also a decisive factor. Customers in this target market will have higher requirements
for services and products.

However, with current installment payment policies, Samsung Galaxy S also targets
a group of personalities who like to express themselves but whose income is not
enough to pay for a single payment. The characteristics of this group are mainly
young people aged 20-35, starting to want to build an image for themselves, they
always want to update the latest trends, want to express themselves in a certain
aspect. personalities. This is also a potential segment of Samsung Gaxaly S.

3.3. Positioning

In marketing, positioning is a method used by marketers to build an image or

identity in the consumer's mind for a particular product, brand or organization.

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In the minds of today's customers, Samsung as a premium, world-class brand with
quality, prestige and design, secondly, was initially perceived and accepted on par
with Sony and more recently as a brand name. leading consumer electronics brand
in the world. After Sony's decseries and Samsung's strong entry into the premium
smartphone category, Apple is now Samsung's biggest competitor in the
smartphone, tablet, and device categories. Smart wearable has a high growth rate.
But few people know, Once known to be the low-quality service provider, Samsung
is now one of the leading smartphone makers in the world. It took Samsung a lot of
effort and millions of dollars to reposition themselves and reach a level that they are
today.

To achieve those successes, Samsung cannot deny its efforts in brand positioning.
Samsung is considered as a company that changes its self-image, always aiming for
sophistication and refinement in each of its products. Samsung's branding
philosophy is built on five main pillars: innovation, cutting-edge technology, world-
class designs, recruiting the world's best talents, and internal branding. Samsung
positioned itself as a smartphone maker that creates the best quality products and it
came up with new ideas to be more customer-focused and more creative to establish
a strong brand image. strong. Samsung does not have any company-wide slogans or
slogans; they prefer to use unique referral seriess for each product. They tend to
promote and position their mobile phones or notes or tabs at all 3 different levels of
positioning.

The Samsung Galaxy S series is a product of the Flagship segment, possessing the
most modern features today, with the delicate design of this product series, all the
details are meticulously made to help this product record. high scores for your target
customers and potential customers.

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 4. MARKETING MIX STRATEGY
4.1. Product Strategy

Samsung is constantly enhancing product technology in each new product as

well as marketing to enhance Samsung phone brand usage. The corporation has
thoroughly studied the needs of Vietnamese consumers, resulting in an increasing
number of Vietnamese people trusting Samsung phones. One of Samsung's
marketing tactics is to provide product series that are suitable for all market
categories, making it easier for clients to find what they need.

 Synthesis of Samsung phone products:

Samsung galaxy S phones are chosen by customers for their outstanding

features.

 Samsung Galaxy S20 FE phone:

- Chip Exynos 990, Snapdragon 865
- Graphics chip Adreno 650
 Samsung Galaxy S21 phone:
- Chip Exynos 2100, Snapdragon 888
- 10 MP selfie camera
 Samsung Galaxy S21+ phone:
- 7.8mm thin, 201g weight, slim and light design.
- Chip Exynos 2100, Snapdragon 888
- 10 MP selfie camera
 Samsung Galaxy S21 Ultra phone:
- Compatible with S Pen
- Chip Exynos 2100, Snapdragon 888
- Support wifi 6E wireless internet standard
- 40MP selfie camera, 100x spatial zoom back camera capable of 12-bit depth
pictures.
 Samsung Galaxy S series phones have the following features:

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 + Ultrasonic fingerprinting, face recognition

+ 120Hz is the refresh rate of the screen.

+ Gorilla Glass is a tough, scratch-resistant material.

+ IP168 water and dust resistance

+ 2X Dynamic AMOLED screen with Infinity-O technology.

 Brand Samsung Galaxy S phone

Samsung Galaxy phone devices are named after letters that are easy to
remember and call, with the Samsung Galaxy S having a specific "S" meaning:
Samsung's high-end phone series, the Galaxy S, features a gorgeous design, an
elegant - curved screen, powerful setup, and a wonderful camera, demonstrating the
phone's extreme smartness. The letter “S” stands for “Super Smart.”

 Product features of Samsung galaxy S phones:

Quality of the product: Samsung Galaxy S is an upgraded version of earlier

phones, making users more confident in their quality. It makes good use of
technology while also addressing customer needs.

 Features of the product:

- The design is slim, elegant, and delicate.
- High-end design with a wide-angle screen, high-resolution camera
- Exynos and Snapdragon processors are powerful.
 Product packaging design for Samsung Galaxy S phones:
The product is properly placed on the tray in the compact rectangular product
box, which is composed of smooth, sturdy cardboard.
- Below the product tray are the durable plastic accessories, such as the type C
cable, charger, user manual, and sim stick.
- The relevant information for clients is printed on the box, including the
Samsung logo, phone series name, and some product details (some distribution
companies have attached Vietnamese stickers to serve the needs of customers).
 Samsung phone product support service:

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 - Customers who purchase a device with a technical issue are covered by a 12-
month phone warranty.
- A 24/7 hotseries is available to provide detailed guidance and answer consumer
inquiries.
- Customers are encouraged to try the product at Samsung's experience stores
and distributors to guarantee that they have peace of mind.

4.2. Pricing strategy

Samsung produces phone product series in low, medium, and high-end pricing
segments to meet clients of different income levels and usage requirements. This is
also a crucial marketing technique for Samsung phones to appeal to a wide range of
consumers, from students to high-income workers.

According to the market's price segment, Samsung Galaxy S phones are

considered high-end. The Samsung Galaxy S gives quality that is worth the
money buyers pay at this price point. Customers will pay less than 20.000.000
VND for a Samsung Galaxy S phone rather than 40.000.000 VND for an
iPhone 12 with identical setup and quality.
 Skimming price strategy:

Example: Samsung has released the Samsung Galaxy S21+ phone, which
includes a beautiful appearance, a strong processor, and a slew of other noteworthy
features. The product will be priced higher than the company's previous series.
When Apple releases the iPhone 12 Pro with equal capabilities (priced at
29.990.000 VND), Samsung will reduce the price of its phone to 24.990.000 VND.

 Samsung phones are currently the market leaders, competing closely with
Apple phones. This method allows Samsung to get rival customers to buy
more of its items.
 Competitive pricing strategy:

Because of their affordability, Samsung phones are the preferred option of the
majority of customers. In terms of price, Samsung demonstrates its market position.
Samsung is always a priority place in the hearts of consumers over other
20
competitors like as Oppo, Xiaomi, …. with the same price and unique
characteristics.

 Product price promotion strategy:

To attract customers, the Samsung firm employs a variety of marketing

strategies, including:

- Deals galore during Galaxy Week: Up to 50% discount, with no interest if paid
in full.
- Up to VND 14,570,000 can be saved by renovating an outdated collection.
- Limited-time student - full-year offer: up to 47% discount...
 This method aids in the creation of conditions that allow all customers to
purchase products at the most reasonable price, tapping into the
psychology of customers who, when presented with a good price and the
correct incentives, will choose to purchase the product.

4.3. Place strategy

Samsung

Customers Retail stores

Customers

Image 4.1: Diagram of Samsung phone distribution

Samsung phones are sold in so many retail stores.

In the sphere of selling mobile phones, which is “The gioi di dong”, it is

feasible to take a significant brand. The total number of stores is 908 as of 1/2021.

21
The proceeds from the sale of Samsung's phone seriess in general, and the Samsung
Galaxy S in particular, has helped to expand the number of stores.

From August 15 to 17, 2019, Samsung Vina Electronics Company will open
three new experience stores in Ho Chi Minh City, Binh Duong, and Hai Phong.
With a large Galaxy ecosystem and an international standard warranty center,
experience stores are designed to Samsung's global standards. The stores are part of
Samsung's ambition to expand its product experience store network in 2019 in order
to provide customers with a complete, convenient, and classy experience, from
products to customer service. In the Vietnamese market, it's widely used.

Customers may learn and find practical answers at the Samsung Experience
Store, which is more than just a high-tech amusement playground. Customers may
admire and learn about Samsung's latest product seriess, including the Note10,
Galaxy S10/S10+, Galaxy smartphone experience A80, Galaxy Watch Active2
wristwatch, Samsung Tab S5e tablet, and more. Everything is made easier at the
Samsung experience store by consulting top specialists for immediate solutions:
software support, the best approach to repair equipment, and sending and receiving
service as quickly as possible.

Image 4.2: Currently, Samsung has up to 7 experience stores

22
4.4. Promotion strategy

Samsung's marketing strategy employs a range of promotions. Samsung, like

Coca-Cola and Nike, thinks that advertising is one of the most effective kinds of
advertising for attracting the most prospective consumers.

Aside from advertising rivalry, Samsung employs a variety of advertising

methods to get people to purchase items. Samsung, for example, routinely conducts
discounts, sponsors events, and participates in national and international festivals,
among other things.

Sponsor: Samsung is well-known for the high quality of its goods, but aside
from spare parts, the company is also a major supporter.

Aside from the Galaxy S10+ Olympic Tokyo 2020, which is only available in
Japan, the firm has introduced a limited edition for the Vietnamese market for the
first time. That is the Park Hang-seo Galaxy S10+, which has a multi-colored silver
body, a smart case emblazoned with the Korean strategist's picture and signature, a
set of icons, a special UI, and a wireless charging backup battery with a capacity of
10,000 mAh.

Along with the limited edition launch, Samsung introduces a new prism silver
color version of the Galaxy S10+ Park Hang-seo. The back of the new Galaxy S10+
color variant will still have a gradient style, with a rather flexible color change;
when it is blue, it can sometimes turn pink on a silver background.

23
 Image 4.3: Sponsor sporting events

Samsung Galaxy S10|S10+ brand officially became a sponsor for the 360mobi
Championship Season 2 - 2019 in order to assist Mobile Legends: Bang Bang VNG
in developing eSports in Vietnam.

Image 4.4: Sponsor the 360mobi Championship Season 2 - 2019

24
 Direct sales:

- Samsung considers sales to be human-to-human marketing. Personnel

preparedness determines whether or not a project succeeds or fails. This
technique of presenting is mainly focused on papers and information for
Samsung. Sales personnel always bring product brochures with them so that
they can respond to queries quickly and efficiently. Many economic analysts
believe that Samsung must engage in sales operations.The following
fundamental requirements must be met:

+ Actual sales: Samsung offers product information to clients and must

acquire orders.

+ Customer and public relations: Samsung sales personnel are constantly

concerned in protecting and improving the company's reputation with customers
and the general public.

+ Collection and disclosure of information: Samsung Merchandise sales

personnel may reveal essential information on a regular basis in order to plan
promotions and advertising.

 Discount:
- Catalogs, samples, videos, slideshows, trade fairs and exhibits, and point-of-
sale materials and tools, among other promotional tools, are frequently used by
Samsung.
- The Samsung catalog's aims are as follows: The appealing colors, good
printing, and easy-to-understand content for Samsung electrical products in
Samsung's catalog always piques readers' interest and attracts them in.
- In addition to the Catalog, product samples are supplied to aid Samsung's
customers in correctly comprehending and avoiding confusion while buying,
particularly about the product's model and size. For low-cost models, Samsung
gives out free gifts to customers through the post office, overseas sales agents,
branches, and mobile shops.
25
- To display large and costly products, exporters should set up Showrooms,
Trade Shows, exhibitions, and fairs.
 Samsung Magazine Publication:
- The magazine is self-edited and produced by the firm to update internal and
external customers about Samsung's operations such as dealer and distributor
success, marketing concepts, Samsung news, results, and so on. Results of
contests with prizes, staff incentives, and information on Samsung products...
- Participate in trade fairs and exhibits. Samsung exhibits at major trade fairs all
around the world on a regular basis. A trade show is a venue where Samsung
may purchase and sell items, sign contracts, and build connections with
distributors and agents.
- The purpose of the trade fair is not only to demonstrate that Samsung is well-
organized, to establish a good name and image in the eyes of the public, and to
launch goods, but also to offer Samsung's consumers with products at standard
prices.
 Community Relations: Samsung has long viewed this as an
opportunity to establish a positive picture of the whole Samsung
operations and goods through press and other activities that, in
principle, do not require Samsung to pay for advertising.
- For example : Beginning in 2020, the KF-Samsung Foundation will focus on
expanding Korean language classes and offering scholarships to students at 12
universities and colleges around the country with Korean majors.
- Scholarships will be granted to students at six Northern universities and
colleges on November 24, 2020. Prior to it, a scholarship ceremony was
conducted for 135 outstanding students from six schools in the Central South
region such as Ho Chi Minh City University of Social Sciences and
Humanities, University of Foreign Languages - Informatics Ho Chi Minh City,
Nguyen Tat Thanh University, University of Foreign Languages (Hue
University); University of Da Lat, University of Foreign Languages
(University of Da Nang).

26
Image 4.5: On November 24, Mr. Choi Joo Ho, General Director of Samsung
Vietnam, presented scholarships to students

 Advertisement : When launching an advertising campaign, Samsung

always requires marketers to make five major decisions:
- Choosing 5M Mission: What is the advertising's goal? How much does it cost
in terms of money? Message: The message must be delivered to the media.
Which communication route should be used? Measurement: How are outcomes
assessed?
- The AIDA concept is always at the heart of Samsung's advertising material :

+ A: attract attention

+ I: maintain interest

+ D: arouse desire

+ A: result in Action (leads to purchase)

- Continuously develop sales promotion measures and strategies by leveraging

the most visible and fundamental aspects of marketing, focusing on every
small detail, including promotions, to assist Samsung's Marketing programs in
establishing brand trust with customers and becoming the leading electronic
brand today.
27
 5. RECOMMENDATION
5.1. Recommendation 1: Invest in product quality improvement

In the current 4.0 technology era, any product can become obsolete after a day.
Although the Samsung Galaxy S series is Samsung's most modern product series
today, it can be replaced at any time by rivals from Apple, Sony or more recently
Chinese phone companies such as Xaomi, Oppo.

5.2. Recommendation 2: Become the number one position in customers'

minds when it comes to high-end phones

Although it is considered a bit better than its direct competitor, Iphone, in

fact, when it comes to business phones, people often think of Iphone. Iphone does
this because their promotional strategy always brings customers and makes them
believe that owning Iphone will make themselves more valuable. This is what
Samsung needs to do to be able to hold more target customers.

5.3. Recommendation 3: Integrating social factors into promotional

activities

Currently, environmental issues are always of concern to everyone if

Samsung can create a strategy that helps the community, this will resonate in
society. For example, the phone cases of Samsung Galaxy S21 are made of
corporate plastic that can be replaced with manufactured products and clean
materials to use. Bringing the message of reducing waste based on creating a
product that attracts consumers.

28
 REFERENCES
1. Thu Ngân (2018), Hành trình 10 năm Việt Nam thành ngôi nhà thứ hai
của Samsung: https://vnexpress.net/hanh-trinh-10-nam-viet-nam-thanh-
ngoi-nha-thu-hai-cua-samsung-3739083.html
2. Thanh Hằng (2020), Công ty Samsung Việt Nam: Hành trình trở
thành doanh nghiệp tỷ đô: https://news.timviec.com.vn/cong-ty-
samsung-viet-nam-67693.html
3. Song Ngoc (2021), Samsung ở Việt Nam: Lợi nhuận 4 tỷ USD, doanh
thu tương đương 25% GDP cả nước: https://vietnambiz.vn/samsung-o-
viet-nam-loi-nhuan-4-ty-usd-doanh-thu-tuong-duong-25-gdp-ca-nuoc-
20210418211522004.htm
4. Cellphone (2020), Khám phá chuỗi hệ thống cửa hàng CellphoneS Hà
Nội: https://hanoitoplist.com/trung-tam-dia-diem/kham-pha-chuoi-he-
thong-cua-hang-cellphones-ha-noi
5. Website Dân số: https://danso.org/viet-nam/
6. Đức Quyền (2020), Samsung tại Việt Nam: Doanh thu mỗi năm 1,6
triệu tỉ đồng, bằng 26% GDP cả nước : https://vietnambiz.vn/samsung-
tai-viet-nam-doanh-thu-moi-nam-16-trieu-ti-dong-bang-26-gdp-ca-
nuoc-20201025163518261.htm
7. Itcnews(2020) ,Gần 45% người dân Việt Nam đang sử dụng
smartphone: https://ictnews.vietnamnet.vn/san-pham-so/gan-45-nguoi-
dan-viet-nam-dang-su-dung-smartphone-40903.html#
8. Website Samsung: https://www.samsung.com/vn/
9. Website Thế giới di động: https://www.thegioididong.com/
10. Giang Phan Ninh, Samsnug thể thao và con đường trở thành thương
hiệu cảm xúc: https://zingnews.vn/samsung-the-thao-va-con-duong-tro-
thanh-thuong-hieu-cam-xuc-post95979

29
 APPENDIX
Smartphones of the Samsung Galaxy S series from 2017 to 2021:

Samsung Galaxy S

Samsung Galaxy S8
(2017)

Samsung Galaxy S8+

(2017)

Samsung Galaxy S8 active

( 2017 )

a
Samsung Galaxy S Light
Luxury (2017)

Samsung Galaxy S9
( 2018 )

Samsung Galaxy S9+

(2018)

Samsung Galaxy S10e

(2019)

b
Samsung Galaxy S10 Lite
(2019)

Samsung Galaxy S10

(2019)

Samsung Galaxy S10+

(2019)

Samsung Galaxy S10 5G

(2019)

c
 Samsung Galaxy S20 FE
(2020)

Samsung Galaxy S20

(2020)

Samsung Galaxy S20+

(2020)

Samsung Galaxy S20

Ultra ( LTE | 5G ) (2020)

d
Samsung Galaxy S21
(2021)

Samsung Galaxy S21+

(2021)

Samsung Galaxy S21

Ultra (2021)

Price of Samsung series on the market

e
N Phone Segmen
O model Product’s name Market price t
1 Galaxy Samsung Galaxy Z Fold 2 50.000.000 VND

2 Z Fold Samsung Galaxy Z Fold 32.200.000 VND

3 Galaxy Samsung Galaxy Z Flip 2 27.000.000 VND

4 Z Flip Samsung Galaxy Z Flip 20.000.000 VND

5 Samsung Galaxy S20 FE 15.490.000 VND

High End
6 Galaxy Samsung Galaxy s21 14.990.000 VND

7 S Samsung Galaxy S21+ 17.990.000 VND

8 Samsung Galaxy S21 Ultra 22.990.000 VND

Samsung Galaxy Note 20

Galaxy
9 Ultra 23.990.000 VND
Note
10 Samsung Galaxy Note 20 15.990.000 VND

11 Samsung Galaxy A 72 11.490.000 VND Midrange

12 Samsung Galaxy A 52 10.290.000 VND

13 Samsung Galaxy A 51 6.890.000 VND

14 Samsung Galaxy A 32 6.290.000 VND

Galaxy
15 Samsung Galaxy A 31 5.590.000 VND
A
16 Samsung Galaxy A 21s 5.400.000 VND Low cost

17 Samsung Galaxy A 12 4.690.000 VND

18 Samsung Galaxy A 02s 3.590.000 VND

19 Samsung Galaxy A 11 2.790.000 VND

f
g
 MEMBER CONTRIBUTION
No Student Name Student Code Scope of word Contribution
.

Overview of the
Tả Lê Ngọc Linh samsung group
1. 2021008468 25%
(Leader) Marketing mix strategy
( Promotion )

S-T-P Strategy
2. Trần Khánh Minh 1921000861 Recommendation 25%
Word's format editing

Marketing mix strategy

3. Trần Thị Kim Ngân 2021008488 ( Product + Pricing ) 25%
Word's format editing

Marketing environment
4. Võ Minh Thành 2021008547 Marketing mix strategy 25%
( Place )

Total 100%

h
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