Marketing Strategies for Samsung Mobile Phones

This assignment explores various marketing research techniques that Samsung can use to understand its position in the market and attract potential customers. The report includes a SWOT analysis, Porter's generic model, and strategies for differentiating products to increase sales revenue and profits.

Marketing Principles and
Techniques

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 .........................................................................................................................................3
1.1 Diverse activities that carried out marketing departments in business- ..........................3
1.2 To identify market segmentation as a tool to identify customers....................................4
P3 Marketing mix ..................................................................................................................5
TASK 2............................................................................................................................................6
1.1 Aim of research and market analysis...............................................................................6
1.2 Market research methods..................................................................................................7
1.3 Porters five forces analysis .............................................................................................8
TASK 3 ...........................................................................................................................................8
1.1 market analysis techniques to research the target market for a selected product or service 8
1.2 Conduct research and present questionnaire and interpret their findings and make
recommendations on graph.....................................................................................................9
TASK 4..........................................................................................................................................16
1.1 Methods to use in e-markets and services.....................................................................16
1.2 Online image of a company............................................................................................17
CONCLUSION..............................................................................................................................18
.......................................................................................................................................................20

INTRODUCTION
In market dynamics business environment plays an important role to achieve success and
capital for a particular product or service. Marketing techniques can be used by different
organisation to collaborate with their customers by providing features, specifications and
benefits of company's product . It focuses on customers in order to encourage them to buy
product or service that can make higher profits and sustainability for organisation.
Samsung is a multinational south Korean company as Samsung electric industry
manufactures electronic appliances like TV, Calculator, refrigerators, mobile phones, air
conditioners and washers. This report will provide a detail of marketing and its various activities
along with description of marketing mix and target segmentation . It will further analyse
objectives to conduct marketing mix and and aim to do market analysis and provide marketing
research methods along with various techniques used for it. In it , it also describes how Samsung
manage online image and method of e- marketing to find Strength, weakness of a company.
TASK 1
1.1 Various activities that carried by marketing department of business
Marketing-
It is an ongoing communication with customers in a way to educates, informs and build a
relationship over time . Marketing is a place where we can know a market , create right product
and desire and let people to know all wants and needs of a customer (Kotler, P . 2014 ). It an
expose target customers to a product through appropriate channels, gauge reaction and feedback
and find a path to purchase. Their are some prominent activities of marketing:-
Market research-
The systematic term of gather, record and analysing of data and information to know
about various issues related to marketing of products that can make a careful study of product a
design, market,sales promotion, warehousing and advertising .Samsung have to make a proper
questionnaire , data to be analysed and make a primary research on mobile phones to analyse
appropriate strategies and plan to gain higher profits in a company by providing proper serving
requirements to all clients who are using mobile phones( Keivan Khatami, S., 2015) .The main
objective of Samsung is to serve best electronic items on market and stand out on top of the
world and do proper marketing research in order to analyse all wants and needs of customers.

Promotion:-
Promotion is a part of marketing where a product advertises and market the product and
let potential customers to know what they are selling . In order to buy Samsung mobile phones ,
customers should know what it is, how to use it and why should they buy. It can include several
communication activities that .It will provide proper incentives to all stakeholders to make more
mobile phones in an company to satisfy retailers and customers(A.B., 2015 ). All mobile phones
of Samsung have most sophisticated feature, but at a very keen price. Thus in one hand uses
various marketing vehicles providing more various discounts to its partners for motivating them
to sell mobile phones during festive season , this will enhance productivity of Samsung mobile
phones in all over a year. Marketing promotions can make more revenue to a company that can
bears some cost which is to make Samsung mobile phones to be more expensive year by year
and it will move in a long direction.
1.2 To identify market segmentation as a tool in order to define target customers
Market segmentation:-
It is the process which divides market into various groups or segments that is based on
different features. It is composed of customers responding to marketing strategies and can share
their interests, need or locations. Samsung is one of most competition market of the world that
focus on low price products for their target customers. By providing low prices it is able to
compete in lower segment market whereas in upper market it has low penetration. In order to
penetrate upper segment market( Thomas, R., 2012) Samsung has to compete in lower market
segment. Samsung have to make particular segment for mobile phones and focus on innovation
and perceiving for creating high brand value.
Demographic-
Samsung mobile phones is targeting age group between 16-29 and focusing
businessman, middle class and lower class. It is considered as Samsung guru for government
and lower class people. Samsung galaxy mobile phone considered as good option for youth as it
provide various attractive features such as Wi-Fi, 3g and 4g services,gender can be both male
and female .Segmentation can be done on the basis of earnings of people who can able to buy
Samsung mobile phone that can be affordable to them .

Behavioural-
This type of market segment divides population on basis of behaviour, decision making
pattern .Samsung depends on how customers are loyal to buy a product that can make a perfect
competition towards market and they can classify into smaller groups. Company can increase
sales volume and can generate profits that can make sales volume of Samsung to be high
because more customers will buy Samsung phones more demand will be high and it could
compete with other mobile phone companies.
Geographic-
It is a for of segmentation which can define Samsung will require to provide more
products and services to customers who are willing to buy Samsung mobile phones . Samsung
can sell their handsets in more than 61 different countries by making slight changes in their
phones as per need and demand of customers. It has divided market into various regions or
country like Asia and its southern, eastern and northern areas who are willing to buy Samsung
mobile phones.
P3 Marketing mix
It is a famous strategy used by business that can put right product or a combination of
product at the right place and in right time that can make a perfect business plan to adopt
different strategies. Samsung has a vast categories of product like Samsung smartphones such as
Samsung note series or Samsung galaxy series which has brand image in the market.
Product-
Samsung is providing good products such as smart phones that have a high value status
symbol for its target consumers. It is well known for service providing and helps company in
making high profits. It is one of renowned brand in market which has strongest point in
marketing mix.
Price-
Samsung can use effective pricing strategies of mobile phones that are as follows-
Skimming pricing method- The products of Samsung are best in a market in terms of feature
and USP's that they provide to kits customers . The recent launch of Samsung product is another
entrant in market that is closely catching attain of people.
Competitive pricing- For many products Samsung can use this method to compete with
companies in world that can gain effective market share to increase profits. It is known as great

brand that is able to make high competition in today's market, it would beat competitor by using
this method .
Place-
Samsung has various channels in market in order to provide their products to the
customers. There are three main segments such as modern retail, distributors, sales and service
dealers in a market. In different parts of world, Samsung smarty phone is available for earning
maximum profits and sustainability.
Promotion-
Samsung can use various types of promotions that is variable to a market that can make
differentiate mobile phones with other products. It wants to pull consumers towards themselves
by help of advertising tools for buying of products. The promotion tools helps in creating
awareness about upcoming products and influence people to buy it. This also help company to
earn maximum profits and increase sales ( De Bruyn, A., 2013).
TASK 2
1.1 Aim of market research and its analysis
Aim of market research-
The main aim of research is providing information to a marketing manger that can mange
all information regarding marketing decision and solves all marketing problems .Samsung need
to set plans which can organise plans to make good and innovative product that can lead to
efficiency(Avraham, E , 2012 ). The consumers main focuses on most innovative mobile phone
that can expanded their growth in a global market which can bears some cost and increases
Samsung sales revenue. Samsung can use latest technology in order to create superior product or
services to its customers that can contributes a in maximum sales. In order to set aim, Samsung
has high value for their people and technology that can expanded its growth in a particular
market.
Aim of market analysis-
The main purpose of market research is gathering data of potential customers, data that
had been their to make decision making which can expand ( Gordon, R., 2014) its market growth
and more customers are engage to buy more products and the level of competition would be high
and more consumers are able to make future profits and can have full efficiency to make more

products. Samsung can provide high quality products for delivering to their customers and
services which enhance convenience for them, it have all functions that can make extensible
growth and can make a vision make to enhance efficiency and can make a set of innovative
products .
1.2 Market research methods
These are basically two types of data that can make to find out information gathers from
customers i.e. primary data and secondary data that can used to find market related information
and gain customer research in various tools and techniques . Samsung mobile phones is able to
find what are the competition and what revenue to be enhanced .
Primary research- It is a research that can used to find first hand information of data that has not
been gathered by any other person in Samsung mobile phone company.
Surveys- It can be done through asking customers that which mobile phone they like most in
order to make profit in company, what revenue will Samsung will generate .This can be done in
order to make good products so that all customers who want to purchase or not or whether they
have all benefits to do a proper survey.
Questionnaire and feedback forms- Samsung can prepare a proper questionnaire and maintain
a feedback forms to be filled by customers for getting appraisal from customers related
services, future trends to use mobile phones, Quality And quantity.
Focus-It can be done through making interactive sessions between customers , conference to be
done under the guidance of trained motivator. For example- customers want good mobile
phones that have quality and can make a good view of it. The main target of sellers to beat a
competition in a particular market which can focus on that product that can make a innovative
approach in a global marketing.
Secondary research-
In this research the information that had already been collected by some other person . It
can includes collection of information through internet, magazine, journals and government
sites .It can make to enhance growth of potential and target customers that have a high
competition in Samsung company. This can help to inherit competitive advantage of company
that can encourage more customers buy mobile phones of Samsung.

1.3 Porters five forces analysis
Porters five forces of model analyse all business strategies that can make a competition in
market like Samsung mobile phones. This tool is used to assess about competitive market that
has impact on Samsung. This tool helps in making best strategies for business and company.
Industry rivalry-
Samsung is facing competition with various brand suppliers such as Apple, Motorola,
Nokia, Oppo and others to get greater number in diversity of competitors in market fuels that can
beat market competition with others so company can make future profits and diversify its
business.
Barriers to entry and exit-
Samsung has very low threat for entering in market. The main reason behind is that
investment required for building such brand is very high which is not afford by every company.
Also due to pressure of high regulatory body increases in market that leads to low barriers for
new entrants. However, global competitors can be made in order to find and competitive
advantage of firm.
Power of buyers-
Samsung manufactures various range of products such as mobile, home theatres and
television for its customers. Due to this, bargaining power of buyers is low and they purchase
the products. As customers cannot dump the products which have high brand value in market.
Samsung continues used updated and latest technology to provide creative and innovative
products for their customers.
Power of suppliers-
The company purchase raw materials that is required for production from suppliers which
greatly affect firm. If they have high demand for raw materials then they can charge any price
from company. In case of Samsung, bargaining power of supplier is very low.
TASK 3
1.1 Market analysis tools for researching target market for selected product or service
Target market research-
A particular category of consumers in which company aims to provide products and
services that can target those customers who can buy particular products. Samsung has targeted

various range of customers ranging from normal day to day usage devices to make long term
purchase. The market to analyse all needs and want that need to be fulfil all requirements of
customers and have full knowledge about company that can make a innovative Samsung mobile
product.
SWOT analysis-
Strengths-
Samsung is considered as most successful electronics manufacturer with 21.4% of
world's largest market share. Samsung has used impressive research for market analysis and
design capabilities that was able to create and roll out Samsung pay, it has strong manufacturing
and market capabilities. Samsung has advantage in terms of introducing advance features in
LCD, refrigerator, Air conditioner, which helps in increasing brand value by 80% in past three
years (R.D., 2016 ).
Weakness-
Samsung is unable to compete with Apple brand in market which is drawbacks for it. As
it is dependent upon customer purchasing electronics products in market with helps in growth
and profit of firm.
Opportunities-
It can enhance market in terms of smartphones, tablets and other mobile devices
especially in developing regions such as Africa and India where consumers are unfamiliar with
PC's, It manufactures products for middle class people for increasing market share in terms of
electronics products. As Samsung has strong financial position where there is a scope of entering
into unrelated diversification.
Threats-
Samsung has various category of product due to which failure of one product line will
have greatly impact on other brands, it have threats with Chinese products the cost of raw
materials and labour kept on increasing over time to high operational costs for Samsung
(Morden, T., 2016). It can arrange concern as a high-tier and low-tier smart phones that can
increased efficiency in a competitive market which can make potential growth. It have threats
with countries like china, Taiwan and India products in local market and have large number of
competitors in which market is growing and saturated that can have to increase sales revenue of
a particular market.

1.2 Conduct research and present questionnaire and interpret their findings and make
recommendations on graph
Primary research
Samsung is an electronic company which is in South Korea headquarter in Su won. It is
the world largest company dealing in information technology, consumer electronics maker.
Samsung is considered as major manufacture of electronic components like hard devices
semiconductors and flash memory.
Company- Samsung ; Product- Mobile phones
Questionnaire
Samsung questionnaire
Name:
Age:
Contact no:
Email id:
Q1) Are you happy with the quality of Samsung mobile?
 Yes
 No
Q2) Samsung phones have excellent customer services?
 Agree
 Disagree
Q3) What is the customer's reaction towards Samsung mobile?
 Positive
 Negative
 Neutral
Q4) Major factors that need to be worked upon?
 Quality
 Cost
 Services
Q5) Does the features of product influence on your purchase decision?
 Yes
 No

Q6) Which promotional offer attracts you most?
 Price offer
 Discount
 Free gifts
Q7) Is there any requirement to reduce cost of Samsung mobile phones?
 Yes
 No
Q8) What changes do you want manufactures to make in this brand ?
Q9) Samsung mobile are very user friendly?
 Strongly agree
 Disagree
 Strongly disagree
 Agree
Q10) Did you have any suggestions related to Samsung mobile?
Analyse from the Questionnaire from above data table
Q1. Are you happy with the quality of
Samsung mobile ?
Frequency
 Yes 20
 No 10

Interpretation: From the above table , it has been identifies that Quality of Samsung phones are
most attractive that buyers are attract over the product.
Q2. What is most satisfying feature of
Samsung mobile?
Frequency
 Cost 10
 Quality 20
Yes No
0
5
10
15
20
20
10
Column C
Cost Quality
0
5
10
15
20
10
20
Column C

Interpretation: From the above table ,it has been analysed that most satisfied feature of
Samsung mobile is Quality i.e. 35 respondent are in favour of out of 30.
Q3. Do you think mobile handsets of Samsung
includes features like social networking,
gaming and music?
Frequency
 Yes 18
 No 12
Interpretation: From the above table, it has been analysed that Samsung have all features which
can make a high profit in a competitive market. Most mobile phones do not have feature but
Samsung is a world largest brand that can make more sales revenue.
Q4. What is customer reaction towards
Samsung mobile ?
Frequency
 Positive 12
 Negative 10
 Neutral 8
Yes No
0
2
4
6
8
10
12
14
16
18
18
12
Column F

Interpretation: From the above table , it has been identified that in between 30 respondent 12 are
react positively towards while 10 are in negative response. The customer can reaction would be
good if the product will react high and it had many distinguishing feature that can capture all
needs of a product.
Q5. Do you find any difficulty in Samsung
mobile brand?
Frequency
 Yes 9
 No 21
Interpretation: From the above table , it has been analysed that 21 are not finding difficulties
because brand is been increasing profits in market outlets and more people are purchasing it. The
Positive Negative Neutral
0
2
4
6
8
10
12
14 12
10
8
Column C
Yes No
0
5
10
15
20
25
9
21
Column C

buyers in company can make reasonable profits in order to distinguish feature from it and
capability of product can increase.
Q6. Are Samsung are in good quality
products?
Frequency
 Yes 20
 No 10
Interpretation: In a following interpretation, Samsung phones are good quality in which 20 are in
favour that can increase profitable growth which can increase sales revenue of a particular brand
which can compete in market which can make efficient use of resources and consumers can
prefer those brand which have a good quality of product and more consumers can be able to
purchase and it can become most innovative (Vicente-Rodríguez, G , 2012 ).
Q7. When you buy a Samsung mobile ,what
payment method we can apply ?
Frequency
 Cash 15
 Credit card 15
Yes No
0
5
10
15
20
25
20
10 Column N

Interpretation-In the above interpretation, both of category are same because people can buy both
from it that can increase growth of Samsung mobile.
TASK 4
1.1 Methods to use in e-markets and services
E-Marketing-
It is the way of marketing brand in market which uses internet including direct response
as well as indirect marketing elements. It uses wide range of technologies that helping
connecting business and their customers. Samsung mobile phones uses various e-marketing
media such as wireless media, e-mail and web.
Blogging -
E- marketing is the first methods of marketing which helps in effective promotion of
products. It is used by Samsung to marketing mobile phones or services to target a particular
segment of customers with e-mails. It is the best method because it is low cost, target correct
strategy and can increase return of investment that can increase sales of Samsung company.
Search engine optimization-
It is the type of art that is increasing appearance of website in first results of search
engine. It is done by target some keywords in website to appear most appropriate search engine
that can make low cost paid in mobile phone . Samsung also increases number of visitors and
followers to buy mobile phone ( Sinha, N, 2014) . The people can make more innovative product
that can lead to efficiency and can particulate all Samsung products to make Samsung a good
Cash Credit card
0
2
4
6
8
10
12
14
16 15 15

innovative product that can lead to increase growth and can increase all growth so to compete in
market and can lead to make more efficiency to search different products of Samsung products ,
it have many competencies that can have to increase products in a competitive market and make
established goal in market that mobile phones have a full efficiency to compete with it.
Social media channels-
Social media is the type of communication tools which is used by company to make a
value of products or services to increase fame and spreading service through media channels. In
a company, it helps in increasing knowledge and reputation of brand and sales of mobile phones
will increase (Nicolau, I., 2016.) . Samsung can target both upper and lower class people that can
make target for customers, it can make to increase all strategies that can make Samsung a good
brand which makes more profits. More customers will engage , more demand will high and can
make profits .
1.2 Online image of a company
It is a source by which Samsung build a great image of mobile phones by online portals
to increase sales revenue and growth of an enterprise.
Write a blog with professional and inspirational context-
Blog is a perfect place top shares value of company and products and can create image of
expert. Samsung can put lot of effort to build to make blog section where customers can writes
blog for liking the product that have create a good impact in company to make
infographics,relevant charts and pictures.
Reply in every request-
It is important to show current and potential clients that Samsung business can be
accessible and treat people respectfully. The best to take advantage of them and can give replies
of all social media profiles that would be great proof of quality of services and products(Borges,
L., 2012).
Monitor the web to see what others write about company-
Online monitoring will help to find negative opinions before they ruin your reputation
that can track key words will find bad review or comment in social media and react it on time
that can make online effect on digital media to increase all resource(O'Sullivan, C., 2012 ).
Target Influential and Influences-

Some people have great review that they can do on blogging, online portals at the top of
the industry that company can expertise which can increase sales and makes revenue to maintain
all forms of business .Samsung can supply all materials that can make more demands to
customers and can have an effective way to increase more sales profit.
CONCLUSION
This report concludes that marketing forms many function in order to gain competitive
edge over customers and can retain and attract more customers .There are different types of
marketing research that Samsung can conduct by using various tools to know about mobile
phone a position for make a potential customers and can attract them. The company had done
SWOT analysis , make porters generic model to make a company extensible growth and can beat
a strong competition in market. There are various techniques that company had distinguishes
various products to increase sales revenue and profits. However for getting strategies in right
direction and successful Samsung company must understand their customers , known the
competition brand , review their offering on regular basis and get business unknown and make a
potential and retain customers .Marketing plans and principles are right ways to make perfect
plans and can make new innovations . In report some graphs and recommendations of Samsung
to make a competitive product and make anew innovation.