Marketing and Branding of Samsung

Running head: MARKETING AND BRANDING OF SAMSUNG
MARKETING AND BRANDING OF SAMSUNG
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MARKETING AND BRANDING OF SAMSUNG1
Introduction to Samsung
The concerned organization, Samsung, is a South Korean multinational
conglomerate which is headquartered in Seoul, founded in the year 1938 (Samsung.com., 2019).
The group diversified into different streams of operation with the objective of improving the rate
of expansion in the different parts of the world. The organization has been developing its
globalized activities in the electronics industry, specifically the mobile phones and semi-
conductors, since 1990 and gained the position as an organization holding 6th highest global
brand value in the year 2017 (Samsung.com., 2019).
The group’s affiliates included a number of business activities relating to Samsung
Electronics, Samsung Heavy Industries and Samsung Engineering and Samsung C&T apart from
Samsung Life insurance (Samsung.com., 2019). The revenue and net income of the organization
experienced a growth to US$210.9 billion and US$37.1 billion respectively which greatly
supported the sustenance of the same in the globalized economies (Samsung.com., 2019). The
continuous efforts of change in the existing processes of the organization and the propositions
are empowered through the improved R&D operations, adding to the brand value.
Current target market of Samsung Electronics
Criteria Target customers as per the segments
Geographic Region: The organization operates over 80
countries worldwide
Density: the organization targets both
customers from urban and rural backgrounds
Demographic Age: The age group of the target customers of

MARKETING AND BRANDING OF SAMSUNG2
the organization ranges from 18- 65 years
Gender: The organization targets the male
and female customers with the objective of
widening the scope of market base
Occupation: The occupation of the target
group of customers of Samsung are students,
professionals and employees in the different
sectors
Behavioral Degree of loyalty: The organization
distinguishes between the target customers
based on the criteria of hardcore loyal, soft-
core loyal and switchers
Benefits sought: The target customers of
Samsung appreciates user friendly
applications and higher quality of the
products for competitive prices.
Psychographic Social class: middle and upper- middle class
population is being targeted by the
organization
Source: Samsung.com (2019)
Brand image and brand perception
SWOT analysis
Strengths Weaknesses

MARKETING AND BRANDING OF SAMSUNG3
 Strong R&D operations of the brand
enabled the same in developing unique
propositions as per the changing needs
of the customers.
 Ecologically friendly innovations in
the organization and held 9th position
in the Top 30 Tech and Telecom
companies of the EPA’s 2016 Green
Power Partner list (Putri, 2018)
 Strong brand image resulted to
expansion in the different Asian
markets, specifically China and India
(Godey et al., 2016)
 Heavily dependent on the US markets
as it has been estimated that Samsung
sold around 70.8% of the smartphones
in USA (Torelli & Rodas, 2017)
 Decline in smartphone sales due to
price sensitivity and the emergence of
Chinese companies like Oppo, Vivo
and Xiaomi as they offered improved
range of products at half the price
quoted by Samsung (Resnick et al.,
2016)
Opportunities
 Developing mergers and acquisitions
with different companies would
enable the organization in speeding up
the rate of expansion in the different
markets
 Reducing the cost of operations of the
venture through avoidance of wastes
in the production process for
developing products at a much lower
Threats
 Increased rate of competition in the
global market place from the Chinese
companies might reduce the sales
volume of smartphones that are
designed by the organization
 Changes in the legal and compliance
regulations might affect the
capabilities of the organization in
retaining the brand position in the