Introduction to Marketing - Assignment Sample

Introduction to marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
Main Body ......................................................................................................................................2
Task1................................................................................................................................................2
1.marketplace of samsung mobile...............................................................................................2
2)marketing strategies of samsung mobile and its competitors .................................................2
3)Rationale of marketing strategies chosen by samsung mobile competitors ...........................3
4)Evidence and support with refernce to argument....................................................................4
Task2................................................................................................................................................5
1.Innovative ideas for samsung to improve its marketing strategy and approach......................5
2)Analysis and recommendation.................................................................................................6
Conclusion.......................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing refers to the actions that involved the activitries relating to
selling and promoting the product and services of the firms.such as
advertisement and market research.Present study will be based on samsung
mobile that provides premium and low price mobiles.study will explain the
business operations of samsung mobile. Furthermore, it will identify and
analyse marketing strategies of samsung mobile. In addition, report will also
explain the strategies adopted by samsung mobile competitors.assignment
will also explain the concept of marketing.
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Main Body
Task1
1.marketplace of samsung mobile
Samsung mobile is one of the big company in the mobile industry.its latest android
smartphone has increased its productivity i.e. Galaxy Note 9 , this is bigger, long-lasting version
of stylish-touting phablets. it has always managed its position in the market by providing
premium and low price mobiles.it has highly globalised its activities and electronics.particularly
its mobile phones is the essential source of revenue generation.the company has the 6th largest
global brand value(Hadjikhani, Lee and Park, 2016). The company always come up with new
and innovative features in its mobile phones. Now, it is planning to lauch new mobile phones in
the coming years. i.e. samsung galaxy J3 prime,samsung galxy A9 star.
samsung mobile is the biggest player in the smartphone industry in the world. Recently it
has developed new smartphones that is alternative to samsungs android-based smartphones .such
as Tizen OS(Hwang, 2017). New launching of samsung 's i.e. That comes up with 6GB Ram and
128 GB internal storage that can be increased upto 512 GB via a microSD card. With reference
to its primary camera samsung galaxy A9 packs providing 24-megapixel (f/1.7)+10 -
megapixel(f/2.4) +8-megapixel(f/2.4)+5-megapixel(f/2.0) on the back and front will be 24-
megapixel for taking selfies
.the samsung mobile is also facing major competion in the marketplace. There major
competitors are apple, Xiaomi , oppo, vivo, Lenovo,Sony,HTC. Apple has lions share of
smartpones in US and in world wide it is second highest market share holder and giving strong
competiton to samsung mobile.samsung has always been the leader of the the smartphones
market(Nagle and Müller, 2017).The launching of google android has been proved beneficial for
samsung mobile.it has taken a full advantage of google android operating system and introduce
some of the quality hand sets. That has increase the performance of brand in the market.samsung
has sold some of the widest series of smartphones.suc as samsung note series, samsung galaxy
series, galaxy edge series.
2)marketing strategies of samsung mobile and its competitors
samsung has used one of the most effective marketing strategies that is ever created by
any brand in the market. It has helped in changing the structure of the cost -driven company and
assist in becoming the manufacturing authority.The business environment is dynamic in nature
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day to day changes are taking place in te consumer taste in the technological industry.so they had
offer progressive and developed smartphones in order to meet its customer requirement(Grant,
2016). Samsung has set various pricing strategies to beat its competitors and to meet the
changing customers technological requirements such as -price skimming and competitive
pricing(Hadjikhani, Lee and Park, 2016).
samsung has used price skimming strategy in order to compete with its competitors like
Galaxy S6 and S6 Edge are the newly lauched smartpones of the samsung that is carring a slogan
“Next is Now”.and communicating that it is best looking smartphones that has ever
launched.samsung S6 Edge (64GB) cost$ 1180 that has brilliant sell across the world. Samsung
will reduce the prices of smartphone in case competitor introduce same features that they are
offering. And it will be able steal its competitors customers.its competitive strategy involve-
always be the first in bringing new innovative changes. one of the big competitor of samsung is
apple(Babin and Zikmund, 2015). Apple Iphone always remain on the top in case of high end
smartphones.its product strategy involved – it offers unique quality operating system that runs
at high spped than its other competitorsand and always provide multasking fuctions and flexible
working environment. The various app of apple Iphone that can be linked with Macbook . This
product strategy of apple has beat all of its other product too.it has strobng distribution startegy
such as I-stores, Independent stores, online . Its own stores provide highly educated services to
the customers. It has well trained staff in its showrooms.that helps them in gaining competitive
advantage in the marketplace.
3)Rationale of marketing strategies chosen by samsung mobile competitors
Apple's Iphone is one of the biggest competitor of samsung mobile in the igh end
smartphone industry. Apple Iphone was the first phone that came up with multi touch attributein
the marketplace.it is king of smartphones in US.it is one of the powerful competitors of the
samsung mobile .Apple iphone has presented itself as world's most strongest personal devices.it
use unioque quality operating system that also known as IOS(Arora, Arora and Sivakumar,
2016). It always takes an edge over its competitors in terms of its looking, easy to use, advanced
services. Every year ipone introduce new innovative features.currently it has launched iphone X
and Iphone 8. the lower prices of its older product attracts the customers in the market than
newly launched product.it has gain competitive advantage by its product marketing strategy of
providing unique operating system that runs at a better speed than its competitors.and its
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innovative applications in its stores are mostly copied by its competitors.its applications can be
link with Macbook . Iphone has used this app linking strategy in order to beat its previous
creation.that has ultimately increases the market growth Apple .
The company use various promotional startegy to create a unique identity in the
market.it always use new tagline for lauching its new model in the market.like it had used the tag
line such as “ The only thing that has changed is everything”.this strategy of positioning helped
them in promoting the brand in market.it has always mentioned in its advertisement that how the
changes are taking place with every innovation in Iphone for its tech savvy consumers. Iphone
utilize social media,youtube(Nagle and Müller, 2017). It helps company in communicating
uniqueness of its features to the customers and also provide a base for comparision with other
brands.Iphone use price skimming strategy that means the company spend a lot of amount in
R&D for effective launching of its smartphones. Iphone is able to charge more of its pricing
strategy of marketing mix through R&D cost and customers also ready to pay high prices for the
product(Babin and Zikmund, 2015). The company use similar pricing policy in every market.For
effective prices it use cost-effective operational function strategy with minimal expenditure on
production but maximum on R&D.because it assist brand in improving the quality of product.
4)Evidence and support with refernce to argument
samsung mobile phone is one of the big brand in the mobile industry.its current launching
of Galaxy note9 as increased its productivity in the market.the company always focuses on
bringing new innovative smartphones with great features.it is planning to introduce samsung
galaxy J3 prime, samsung galaxy A9 star. samsung galaxy A9(2018) that is powered by octa-
core (4*2.2GHz +4*1.8Gz)Qualcomm snapdragon 660 processor(Hadjikhani, Lee and Park,
2016). Through this new innovative idea the company wants gain high market share and beat its
competitors.The brand is also facing major competition in the market. Such as Apple has highest
share in the US market and it is the second highest market share holder giving high competition
to samsung.
Samsung has used various marheting strategies in oder to compete with its
competitors.such as price skimming strategy. The brand reduce te prices of smartphones in case
comepetitors come up with the same features that samsung is providing to its customers.on the
other hand, its competitor apple Iphone is using product marketing strategy that provide unique
operating system that runs at a better speed than its other competitors(Arora, Arora and
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Sivakumar, 2016). that help company in taking an edge over its competitors. linking strategy
Ipone enable application to with McBoook that assis Apple in coming up withs better innovation
in comprision with the past innovation.Apple iphone spend a lot of money in R&D that increases
the effectiveness of its launching of new products.
Task2
1.Innovative ideas for samsung to improve its marketing strategy and approach
samsung use price skimming startegy in order to compete with its customers. It reduce its
prices in case its competitor come up with the same feature that they have introduced. The brand
can also set effective prices for its product by improving its relationship with its customers.if the
company maintained good relation with the potential consumer then they will be able charge
high prices for their product from people. .it also assist company in interacting with the trarget
market(Park and Lee, 2015). Samsung can raise the awarness of its brand innovation, deliver a
valuable suggestion by using effective customer channels.the mobile industry is growing
continuously.the inceased demand for tablets and smartphones is an opportunity for samsung to
gain high market share. The company should focus on bringing new innovation in its tablet and
smartphones.samsung can increase the brand potential through effective advertisement. That
shows the new innovation in its smartphones.
Samsung is improving its brand effectiveness by the continuous development of its
smartphones. New launching of samsung 's smartphones include features i.e. 6GB Ram and 128
GB internal storage that can be increased upto 512 GB via a microSD card. With reference to its
primary camera samsung galaxy A9 packs providing 24-megapixel (f/1.7)+10 -megapixel(f/2.4)
+8-megapixel(f/2.4)+5-megapixel(f/2.0) on the back and front will be 24-megapixel for taking
selfies. This modification and development in samsung smart phone will improve the ober all
brand performance , cost and quality of samsung.
Samsung can increase the visibility of the brand and can develop long term relationship
with its customers by organising various marketing campaign . That also assist in achieving the
loyalty , trust of the customers.samsung has increase its brand s growth and expansion and can
gain competitive advantage in the market by deveoping new innovation in its product.such as
bring new phone such as Galaxy note 9 that will faster without any recharge(Chari, Balabanis
and Slater, 2017)
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. Samsung new smartphones are high in quality product for power user. The new innovation
such as in new phone of samsung auto photo editor is there that will work as aremote controller.
It can improve processor and can increase cellular speed.in order to meet the high demand of the
customer and ultimately help in maintaining healthly relationship with them.
2)Analysis and recommendation
Relationship with customer has now become prime concern of any company. It not only
maintain good relationship with existing customer but also give information about potential
customer as well(Petersen, Kim and MOZOTA, 2015). It Helps in increasing customer
satisfaction.s when we maintain regular and healthy relationship with our customer ,we come
know what they need, what is in trend in particular target audience , and where our production
lacking in full fill the demand of customer. Also we can know hidden obstacle faced by customer
which can not be seen normally. But if workout on these elements we can take some advantage.
Samsung has updated itself with new technology, which is a requirement also . Samsung
launched S bike mode for biker's safety(Grant, 2016). It also make regular effort in improving
camera quality for targeting female customers.Earn customer trust and participation. When we
give opportunity to the customer to engage with us, they feel valued . It increase brand loyalty ,
word of mouth sale, help in retaining existing customer for long time.
Conclusion
From the above study it can be cocluded that Samsung mobile is one of the big company
in the mobile industry that is coming up with 6GB Ram and 128 GB internal storage that can be
increased upto 512 GB via a microSD card. With reference to its primary camera samsung
galaxy A9 packs providing 24-megapixel (f/1.7)+10 -megapixel(f/2.4) +8-megapixel(f/2.4)+5-
megapixel(f/2.0).it is uses poenetration marketing strategies in case its competitors are using
same features that they are provding to its customer. The samsung is also facing very high
competition in the smartpone market.Apple iphone is one of the major competitor of samsung.
Apple ipone introduce new innovative features.currently it has launched iphone X and Iphone 8
every year.s
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REFERENCES
Books and Journals
Hadjikhani, A., Lee, J.W. and Park, S., 2016. Corporate social responsibility as a marketing
strategy in foreign markets: the case of Korean MNCs in the Chinese electronics
market. International Marketing Review. 33(4). pp.530-554.
Nagle, T.T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to growing more
profitably. Routledge.
Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.
Glowik, M., 2016. Market Entry Strategies: Internationalization Theories, Concepts and Cases
of Asian High-Technology Firms: Haier, Hon Hai Precision, Lenovo, LG Electronics,
Panasonic, Samsung, Sharp, Sony, TCL, Xiaomi. Walter de Gruyter GmbH & Co KG.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Arora, A., Arora, A.S. and Sivakumar, K., 2016. Relationships among supply chain strategies,
organizational performance, and technological and market turbulences. The
International Journal of Logistics Management. 27(1). pp.206-232.
Park, C. and Lee, H., 2015. Value co-creation processes—Early stages of value chains involving
high-tech business markets: Samsung–qualcomm semiconductor foundry businesses.
Journal of Business-to-Business Marketing. 22(3). pp.229-252.
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Chari, S., Balabanis, G. and Slater, S., 2017. Alignments and misalignments of realized
marketing strategies with administrative systems: Performance implications. Industrial
Marketing Management. 63. pp.129-144.
Moro, S. and et.al., 2018. A cross-cultural case study of consumers' communications about a new
technological product. Journal of Business Research.
Petersen, S.I., Kim, J. and MOZOTA, B.B.D., 2015. Managing Design driven innovation
through the use of design scorecards. In 11th Conference of the European Academy of
Design. April.
Hwang, S., 2017. Middle-ground players in dynamic imitative markets: global entry strategies of
Korean firms in the biosimilars market. Technology Analysis & Strategic Management.
29(3). pp.325-338.
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Online
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through:<https://www.entrepreneur.com/article/299335>
Marketingstrategy.2016[online]Availablethrough:<http://www.businessdictionary.com/
definition/marketing-strategy.html>
Ways to improve marketing strategy.2017.[online]Available
through:<https://www.getambassador.com/blog/ways-to-improve-your-digital-
marketing-strategy>
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