Samsung SWOT and Global Value Chains

This assignment delves into the strategic positioning of Samsung Electronics Corporation. Students are required to conduct a comprehensive SWOT analysis, examining Samsung's strengths, weaknesses, opportunities, and threats within the dynamic electronics market. Additionally, the assignment explores Samsung's participation in global value chains, analyzing its contributions and impact on these intricate networks.

Running Head: Marketing Analysis- Samsung Leader (8)1
Marketing Analysis- Samsung Leader 8
Student’s Name
Professor’s Name
Course Name

Running Head: Marketing Analysis- Samsung Leader (8) 2
Executive Summary
The paper discusses the marketing plan and its control and review of Samsung for their new
product Samsung Leader 8 product. The paper discusses the SWOT and competitor analysis
in order to arrive at a robust marketing plan which can compete with the exiting competitor
products in the market. The marketing and financial objective of the company is to reach out
to a larger consumer base with the lowest operative cost. The marketing plan and the research
is based around achieving these objectives. It includes setting up regional and international
marketing teams as well as setting up control and evaluation measures which will be
quarterly and monthly as well.

Running Head: Marketing Analysis- Samsung Leader (8) 3
Table of Contents
Executive Summary 2
Introduction- Samsung leader 8 4
SWOT Analysis of the product 4
Competitors analysis 5
Target group 5
Mission 6
Marketing and Financial objectives 6
Marketing Mix of Samsung 7
Product 7
Price8
Place 8
Promotion 9
Digital Marketing Plan 9
Implementation of marketing plan 10
Control of marketing plans 11
Action plan to meet marketing and financial goals…………………………………….....12
Conclution 12

Running Head: Marketing Analysis- Samsung Leader (8) 4
Introduction- Samsung leader 8
The marketplace is a successful platform for the flip-flop phones; especially, Asian market
and companies like Samsung continuously launch new models of flip-flops to fulfill the
demand of the customers every year. The latest offering of the Samsung is “leader 8 flip-flop
phone”.
The leader 8 phone is built by usingaluminum alloy and supports wireless charger, a
fingerprint sensor, microSD, and a classic T9 keyboard. The user can take the benefit of its
dedicated buttons for texting. The leader 8 phone also has two embedded cameras, which are
12 megapixels and 5 megapixelsrespectively. The phone supports snapdragon 821 process
and even includes S voice as an alternative of Bixby.This modern smartphone from Samsung
sports a double full HD fantastic screen (AMOLED) with a one-touch exhibition up front and
an additional one on the flipped sideways.
SWOT Analysis of the product
SWOT Analysis
Strengths 1) Modern smartphone from Samsung sports a double full HD fantastic screen
2) One-touch exhibition up front and an additional one on the flipped sideways
3) Embedded with wireless charger and dual-core processor (2.15 GHz)
4) Figure reader, Gyroscope, and Geomagnetic sensors
5) Multifunctional hotkey with high forte aluminum construction outer body.
6) Prominent camera quality
Weaknesses 1) Samsung leader looks like the miniature of Samsung galaxy.
2) Standard keypad, which identical to the previous model of the Samsung.
3) Customers do not know about operating system of the phone
4) Price not shared by the company.
5) No regular updates about the headset and its technology

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Opportunities 1) Keypad could have been enhanced to the equal of the best handsets segment.
2) More regular updates even if the brand is now old
Threats 1) Competitor might launch identical set at less price.
Competitors analysis
With the growth of the market, there are some more brands those offers the same product and
services to the customers. According to the reports last year Samsung sold 69.4 million
smartphones which was 31.5 % less than the previously achieved sale. This marked Samsung
market presence is dropped. Competitors of Samsung are:
Sr. No Competitor Name Strength Weekess
1 Nokia Product Quality
Brand position
Core Competences
Slow to adapt the modern
ways of technology
2 Sony Ericsson Exclusive music handsets
Brand value
Modern technology support
Late start in field of
telecommunication,
Less effective distribution
network.
Phones are not core
competence
Target group
Samsung already caters to the mobile technology needs of the professionals, business people,
and to the individual. Samsung extended so many customers and reconstructed itself as the
top smarphone menufectorer. Samsung leader 8 basically focuses the marketplace who

Running Head: Marketing Analysis- Samsung Leader (8) 6
consider samsung phone as ensuring high values as compared with the other brands available
in the market (Moon, 2016).
Mission
The mission of the company is to create the modern technology products and services in
order to achieve the high growth. Which can be accomplished by the use of most effectual
controlling and production procedure.
Marketing and Financial objectives
Marketing is the process of connecting customer and company for selling them various
different types of products and services which latter has to offer. By using the robust market
plan organization, can also achieve the marketing objective. Marketing objectives for this
project are:
 Increase sales of product and services at least by 20% of the current sales.
 Target new customers like college graduate students.
 Create both international and local market for the product using demographic
marketing strategies.
Financial management knowledge is the key to attain the financial progress. Financial goals
can help the organization to achieve the specific objective to keep the business self-
supporting to remain functioning. Here are the financial objectives for the project in order to
lead the continued growth.
 Increase the profit margin at least by 10 %.
 Increase cash flow- operative capital by tying up with at least three investors and
getting 3/4th of the investment funds from them.
 Avoid unnecessary cost by making the robust budget plan and reviewing the
processes at every step through control measures.

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Marketing Mix of Samsung
Product
Samsung is a companywhichhas never offered a product with any significant or observable
issues. This is one of the reasons because of which Samsung truly gained the trust of the
customers and have performed well from last many years. Samsung had a status symbol as
well as it is known worldwide for their excellent customer service (Taglioni, 2016). With the
wide range of products like the washning machine, laptops, and television; Samsung also
offers mobile phones to complete the everyday needs of customers.
However, as per the current market scenario, Samsung offered a new flip-flop
phone,“Samsung 8” to give exceptional experience to consumers which have been accepted
by the customers(Jung, 2014). Samsung 8 is the best mobile phone which supports dual-core
processor. It helps to increase the work efficiently with the security and also provides all the
capabilities that are needed by a business phone. With the huge battery life phone, it is
breaking the record and with the traditional look and design, it looks simple and yet elite to
have and use.
Price
Since Samsung offersa wide range of products and thus they use different strategies for the
product pricing. Below are some product strategies adopted by the organization for Samsung
leader 8product:
1) Skimming price: Samsung phone is one of the best phones available in the
marketplace. Thus, customers wait for the launch of the new product. Therefore,
Samsung uses skimming price offering for the models. Nowadays Samsung leader 8
is catching the attraction of customers. Samsung will focus on to get the high value
in the start in advance the competitor catch up.Then, Samsung will gradually

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decrease the price of Samsung leader 8. As Samsung 8 is available in some
countries so it’s price strategy implementation might take some more time as
competitors are less likely to focus on the new invention (Samsung leader 8) of
Samsung.
2) Competitive price: As Samsung has so many competitors in the market it is not
feasible to ignore them. Samsung is considered as the best brand but not greater
then LG and Panasonic. They can not stick to one strategy for the price of the
product. Therefore they also offer the competitive price for the product(Wisner et
al., 2014).
Place
Samsung has numerous channels for the marketing of their product such as service and sales,
modern retails and distributors, and service dealers. Sales and service centers of the Samsung
are key areas for the marketing for the product(Michell, 2010). They are fully engrossed in
corporate deals and usually have dedicated stores exclusively for the Samsung products.
The modern retailers like Croma also play vital role in the marketing and selling of
the products. As Samsung’s wide range is the prime product for the customer so they are
bound to keep the products (Ellinger et al., 2011). There are so many retail chains available in
the marketplace which supports Samsung product marketing and selling.
Distributor network is the biggest concept in the world of sales and purchase.
Samsung has distributors in several cities those support and distributes the Samsung product
throughout the territories(Collins, 2016). To cut short the process, Samsung usually focuses
on the distributor and all the products to be sold to the distributors and the theyin turn further
sell them to the retailer.

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Samsung has unique advertisement approach in this company has established their retail
center near the manufacturer, trader, and the merchants. So that they can interact easily and
provide the high level of support to the customers. This is the reason they have gained so
much productivity in last few years. To build strong distribution network they are also
focusing on the pull policy.In this policy, they are attracting the customers by giving so many
additional discounts and promoting the product to the high level. Retailers and distribution
are providing end to end facility to distribute the products among customers.
Promotions
By using a single strategy company can not gain the high productivity. So Samsung has to
focus on the profile, pull and push all the methods to attain the hight customer support. For
this Samsung is focusing on their suppliers those are responsible to deliver the product to the
customers. They are trying to build the strong relationship between sales employees and
customers which are known as the individual marketing of the product (Rao, 2017).
Digital Marketing Plan:
Samsung using the diverse ways to promote the product and to keep the product in reach of
customers. For this company had adopted the advertisement and promotion methods. In the
advertisement, approach company uses to promote the product through TV commercials,
newspapers, magazines and by the use of the internet. They have also using the billboard to
product the product inside the cities. They are placing the large billboards at the location
which can easily attract the people going in the city for the day to day activities (Parc et al.,
2013).
Samsung also supported the screen promotion method in this Samsung places the screens in
the various popular locations of the city to promote the product and its feature. They are also
providing the demo od the Samsun leader 8 to the people who are showing interest in phone.
People are allowed to use the for 10 minutes to check its feature.

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Implementation of marketing plans
It's always a complicated task to find out the valid marketing plan to present the product to
customers and gain their trust (Michell, 2010). To achieve the objective of sales of the
product and services Samsung always try to analyze the data which can be used to improve
product quality and services. These are the steps taken to implement the marketing plan:
 For the sale promotion of Samsung leader 8 company focused the TV commercial, as
commercials are the great medium to reach customers. The amount for the
advertisment was almost half ($ 4 billion) of the total marketing plan budget, which
was almost 10 % more as compared with the last year.
 Personal selling has significant importance in sells of the product. Samsung used
corporate retail stores to reach to the customers. In order to achieve the high selling,
Samsung also initiated the process of commission for the salesperson.
 Samsung spends almost $ 2 billion to the sales promotion which includes coupons
issuing to exaggerate the sales of the products.
 Distribution network services are used to meet the international market and local
market needs. By the use of demographic strategies profit is increased by the 10 %.

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Advertisment
40%
Personal
Selling
20%
Sales
permotion
20%
Demographic analysis
20%
Market Plan budget Analysis
Total budget: $ 10 billion
Control of marketing plan
 To control the marketing plan company used the customer's feedback, budgeting and
shares and market analysis. Below are the steps are taken to control the market plan:
 Data gathering and analysis is done on the monthly and quarterly basis to gather all
the customers’ requirement for implementing them into product technology and
design. This approach helped in achieving the new customers, which increased the
sale of the product by 20 %.
 Key performance indicators are defined for the marketing administrators team to
increase the total revenue by 20 %.
 Advanced planning and scheduling (APS) used to track the cost of the product by
examining the activities which were affecting the cost of manufacturing of the
product. The cost of multimedia advertisement expenses analyzed to maintain the
budget of the marketing.

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 Return on investment method used to calculate the total revenue of the product is to
get the clear view on the investments and profits. While investors always pay
attention to the investment returns. The method used to show the personal gains of
investing in the business.
 Feedback from the salespersons and managers taken to analyze the status of
competitors in the market.
Action plan to meet marketing and financial goals
To achieve the marketing and financial objectives management used the different strategies
like customers feedback, salespersons and managers feedback, APS system implement, return
on investment method and demographic marketing strategies. Find below the action plan for
the same:
Sr. No Task Target Start Date End Date
1 Customer feedback Product sale 28/08/2017 01/08/2017
2 Salespersons and Manager
feedback
New customers 04/09/2017 08/09/2017
2 APS system implementation Profit calculation
and cost reduction
11/09/2017 15/09/2017
3 demographic marketing
stretegies
International and
local market
18/09/2017 22/09/2017
4 Retun on Investment Investors 25/9/2017 29/07/2017
Conclution
With the growing threat, the company should learn to know and adapt to their customers’
view in the competitive market. As per the research, this is not the first company places the
idea of the filp phone in the market. Previously they have also launched galaxy 2. As most of

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the world moved on from the idea of flip phones it can be a failed project. However, leader 8
modern functionality and technology may increase the chance of its survival in the market.
As these kinds of inventions can prove flip phones idea is not totally dead yet.
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