NOM: DJANKEU II NANA

FACULTY: TOURISM AND RECREATION

GROUP: 1 S145Z

SAMSUMG ELECTRONICS
MARKETING
FUNDAMENTAL OF MARKETING
 INTRODUCTION
Samsung uses a variety of marketing techniques and strategies to
attract customers to the brand and encourage them to buy its
products. Samsung's Marketing Strategies As a result, the company's
marketing plan is effective, allowing it to grow and progress in various
ways.
 OVERVIEW
• Samsung Electronics is a multinational company based in South Korea
and one of the world's largest manufacturers of cell phones and other
diverse electronic products. It is dedicated to developing pioneering
technologies and skilled advancements that create new markets,
improve people's lives and strives to make its brand a digital leader.
 MISSION OF SAMSUMG

Samsung Electronics acts according to prior objectives and its current

mission is to be the best "digital company". Therefore, the human
resources of this company always try to come up with innovative ideas
to meet new challenges in developing its products and services.
According to Samsung's annual report, the company would like to be a
profitable and responsible global company, holding a market leadership
position in its business segments.
 PRODUCT MIX

Samsung products are trusted because they have performed so well in recent years. Samsung is known for its
service, and buyers should know that any of its products can be repaired extremely quickly. Therefore, one of
Samsung's strengths in the marketing mix is its product line.

• Samsung’s product categories are as follows:

• Tablets
• Mobile phones
• Televisions – LEDs, LCDs. Plasma TV, SMART TV, HDTV, etc
• Cameras
• Refrigerators
• Air Conditioners
• Washing Machine
• IT – Laptops, printers, and accessories
 PRICE

The pricing strategy of this company is to increase the market share in

the global market, which influences the company to charge reasonable
and affordable prices to attract the target customers, although the
Semiconductor division has experienced an increase in market share
and price rise with high demand. However, an effective pricing strategy
plays a vital role in increasing sales, which means offering the right
combination of quality and good service at a fair price can help become
a market leader.
 PROMOTION MIX

Samsung advertises in a variety of ways. Samsung, as a company,

believes in attracting customers through advertising while employing
aggressive tactics to push products to customers through sales
promotions.
On one hand, Samsung uses a variety of marketing vehicles throughout
the year, both during the holiday season and outside of it. On the other
hand, it offers numerous incentives and discounts to its business
partners to encourage them to sell Samsung above the competition.
The Samsung brand is on the rise because of this strategy, and both pull
and push strategies work at the same time at Samsung.
 PLACE
Samsung sells to stores and service providers directly. Only service
dealers are in charge of corporate sales as a result of this strategy.
Because Samsung is such a well-known brand, technology retailers
almost always have to have it in their inventory. Samsung’s selling point
is its distribution. They also distribute their goods through a single
distribution business in one site, which then distributes them to other
locations.
 TARGETMARKET

• Samsung has targeted different groups for different items and the
main target customers for its electronic items are high-end and
middle-income households, students and other retailers; however, it
has focused on quality and technology to build a strong brand image
among target customers.
 MARKET SEGMENTATION

Samsung may consider the following segments to move forward with a

single or multiple market segments:

• Customers who want luxury products regardless of price;

• Customers who only consider the price of the product;
• Customers who think they are getting high quality at a reasonable
price;
• Customers who only care about the brand name.
 MARKET POSITIONING

Samsung can position its products in a clear, distinctive and special way
for target customers compared to competitors by using the perfect
positioning module; thus, it should express the advantages and distinct
features of electronic products in target markets as the best quality and
reliable devices.
 COMPETITIVE STATUS

• Competitive analysis is one of the most important tasks because each

competitor has a specific strategy and niche in the market. However,
Samsung has different competitors in the different segments, but its
main competitors in the electronics markets are Sony, LG, Nokia,
Aiwa, Panasonic, Sonic, Philips, etc.
 SWOT ANALYSIS OF SAMSUMG ELECTRONICS INC
STRENGTHS
• The main strengths of Samsung Electronics are the company's brand awareness,
distinctive skills, unique customer service, economies of scale and long experience,
marketing activities, etc. ;
• According to Samsung's 2009 annual report, the company always hires highly efficient
engineers for the company's technological development;
• In addition, it spends more than KRW 2,760,997 million on research and development
(Samsung Electronics, 2009) ;
• However, Samsung has coordinated excellent IT facilities with mobile communication
system. Indeed, it introduced the next-generation wireless communication method
Mobile WiMAX (WiBro) in 2006.
• In addition, the integration of the IT sector with 4G mobile communications, 30nm class
NAND Flash memory chip, 32/28nm high k metal gate (HKMG), and 2.5-inch 250 gigabyte
(GB) hard disk drive, 1GB DRAM and 32GB NAND are also a step forward in Samsung's
strength ;
• It has a strong customer base, which is driving the company to expand its business.
 WEAKNESSES

• Samsung has experienced a lower growth rate in developed

countries;
• Japanese early entrants in China have enjoyed more advantages than
Samsung;
• American companies like Motorola have already built a strong
distribution network, which is better than Samsung's ;
• In addition, it should require a more cost-effective solution to target
all kinds of customers.
 CONCLUSION

• Fueled by advances in information technology, the global

infotainment environment is growing rapidly. As a result, Samsung
foresees potential business opportunities in all sectors, including
environmental and energy solutions, that will envision the company
over the next decade - guided by an experienced business team, R&D
centers, technology centers and individual business units, Samsung
hopes to develop specific roadmaps that will turn these opportunities
into reality.