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SAMSUNG ELECTRONICS

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Contents
EXECUTIVE SUMMARY.................................................................................................................................3
INTRODUCTION...........................................................................................................................................3
HISTORY.......................................................................................................................................................4
IDENTIFICATION, ANALYSIS AND INTERPRETATION OF MARKETING ACTIVITIES AND STRATEGIES.............4
TARGETS..................................................................................................................................................4
POSITIONING...........................................................................................................................................5
LIFE-CYCLE STAGE....................................................................................................................................6
SWOT ANALYSIS.......................................................................................................................................6
BCG MATRIX............................................................................................................................................7
COMPANY STRATEGY FOR GROWTH.......................................................................................................8
COMPANY’S STRATEGIC ALLIANCE..........................................................................................................8
PORTER’S GENERIC STRATEGIES..............................................................................................................8
CONCLUSION-..............................................................................................................................................9
RECOMMENDATION....................................................................................................................................9
Bibliography...............................................................................................................................................10
APPENDIX 1...............................................................................................................................................11
APPENDIX 2...............................................................................................................................................12

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EXECUTIVE SUMMARY
In This project report we have taken a multinational company Samsung.
Samsung is a well name in the market either in the segment of smart phone or
tablets or the home appliances like air conditioner’s, refrigerators and washing
machines as day to day useful items. They are the brand leaders especially in smart
phone section. They are doing good business in all over the world and are
continuing their services from all over. In this project we will see that what are the
strengths and weaknesses of the company or the organization and what
opportunities they have to increase their business more consistently, they have
many threats from the competitors as well of course. What are their marketing
strategies and how they follow their strategies to increase their name and fame in
all over the world itself. Samsung is always ready with new features and stylish
products to impress and ensure the all age group people to associated with.
Samsung always care about their customers and their service dealers of course,
they always create a good business value of each product in their mind like some
products are stars which are well establish and giving good business and some are
really slow and question mark to the company or the organization itself. So
Samsung is always focusing on their strengths as well as on their weaknesses so
that business can increase more and more. Like their smart phone business they
want other business runs too fast.
INTRODUCTION
Samsung a big and largest manufacturer of television sets and LCD’s now
getting a good business through smart phone market. In this project you can see the
products Samsung is dealing with and the markets they want to capture and the
product range of course. Samsung as a leader in smart phone is also trying hard to
get same success with other products also. They have many strengths and
weakness which we can find out in this project only and meanwhile we can also
see some new opportunities the company is having with some threats of other
competitors or the copy cats. (Lee Kun-hee 1938)
HISTORY
Today we are taking a bigger and multinational company which has the
highest ranking in its own segment of electronics and that company is one and only

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Samsung electronics. Samsung electronics is a South Korean multinational
company which is doing its large scale business in more than 80 countries as well
and having more than 3 lacs no. of employees. Samsung group is a major
manufacturer of many electronics components such as lithium- iron batteries,
memory card devices, semiconductor and hard drive devices for many of the
clients like Sony, Nokia, HTC and Apple as well. It is also the world’s largest
manufacturer of mobile phones and smart phones. They have also introduced
Tablet section of the computers with the name of Samsung galaxy tab collection.
In this project we are explaining about Samsung electronics, their world wide
business, collection of the product they deal with and specially about their
marketing strategies and implementation of those strategies or policies. (Diana
Stickler ,2013)
IDENTIFICATION, ANALYSIS AND INTERPRETATION OF MARKETING
ACTIVITIES AND STRATEGIES-
TARGETS
Samsung is always a bigger group from many years and continuing till now.
They are always focusing on their marketing strategy to increase their sales day by
day. Samsung has a wide range of products like mobile devices which include
smart phones, tablets and other mobile devices. On the other hand they are also
dealing in home appliances (such as refrigerators, air conditioners and many more),
they are also dealing with television sets and LCD’s as they are the biggest
manufacturer of television sets. PRODUCT Marketing is always on top for
Samsung as they have large number of products range like home appliances or
LCD’s or USB flash drives also. (Business news ,2013) In PRICE marketing
Samsung is a market leader in the smart phones specially as they are providing a
bigger range of smart phones which are staring from 5k to even 1.5 Lacs Rs.
Samsung always charge higher amount for their products specially when they
launch them with any new feature or style but, when any of the competitor
launches the same feature or style then, Samsung always decrease the cost of that
particular product. This policy of Samsung is well known skimming policy where
they have to get good and bigger share of the consumers launching new smart
phones before any of the competitor. Samsung is getting a good share and
increased their sales very fast because of PLACE marketing also. Samsung directly
deals with the retailers and their service dealers by this strategy only the service

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dealers are responsible for the corporate and high level sales. (Umair
Asghar ,2015). They have made many of the direct dealers and retailers are taking
interest because the brand is worldwide famous and also get a good name and fame
in the market by selling Samsung Products on their shop or their counter. Last but
not the least PROMOTION marketing mix is also very helpful for Samsung, they
utilize it in an ethical manner. Samsung promotes their new products using
newspapers and digital media and moreover they invited many celebrities to the
brand ambassadors and promote their products because there are many people who
follow their loving celebrities. Samsung also do’s the same small things also like
hoardings and posters on the main highways and in bigger shopping malls, so that
everyone should know about the new products of Samsung. They made their
promotions of that particular product so creative that everyone should take interest
about the features and style of that particular product. (Essay UK n.d.)
POSITIONING
Samsung is a very well known brand these days either we talk about smart
phones, home appliances like washing machines, air conditioners, refrigerators or
even the vacuum cleaners etc. They hare having a good image because of the wide
range of the products and their good quality of that particular products of course.
Samsung is having a good position in the market these days. For example when
anything is newly launched in smart phones then Samsung knows very well how to
impress their consumers of age between 20 to 30 years and when we are talking
about age group from 30 o 60 then definitely they are focusing on the technology
and its advantages. (John Dudovskiy ,2017) Positioning is nothing but the face
value of the company in the market. Samsung uses their marketing mix strategy to
make its position number one all over the world. Product marketing helps them as
they have a wide range of products which helps company or the organization to
make their reputation very good, moreover price strategy also helps them as they
have every type of customer either who can take a smart phone for lesser amount
or a person who can afford any range of smart phone. They have to take care of
both the customers either that customer is big or small for their company products.
PLACE is also playing an important role for Samsung as everybody notices that
products of the Samsung is available at all the leading counters and malls.
Samsung is known for their wide coverage of their consumers and they are always
dealing directly to their retailers and service dealers so that sales should not get

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affected and people should get any of the product they want nearby of course.
PROMOTION strategy of Samsung is also an important part as they are
positioning it in the right way, in urban areas or village areas they are promoting
through newspapers or social media where it is available. New launching of the
products is also done with a great idea that which age group and which area should
be covered earlier. Demo trial packs have given to their service dealers so that they
can show to their consumers and book advance orders for that particular product of
course. (Business and brand leadership, ,2017)
LIFE-CYCLE STAGE
Life-cycle stage of smart phone is really important aspect of Samsung as
smart phone is the main or current product of the company. The product life cycle
of a smart phone is not depending upon its physical look but is also dependable
upon the software and its reliability and the security itself. Like their galaxy series
of note8 and note9 they have given every businessman or the professional a
guarantee to give extra security and monthly updates, meanwhile in tablets they are
basically used for gaming zone or for the internet lovers as they are covering the
laptop or the computer space. Samsung is offering some new features like
Samsung app through you can pay at any of the counters or shopping malls. They
are continuously increasing the corporate standards and people are depending upon
the smart phone devices to save time. (Mukul Parashar ,2015)
SWOT ANALYSIS
Samsung is a well known brand in all over the world market, they are doing
their business in many countries and of course having a good reputation in the
Indian market also. Samsung’s main strength is that they are the most successful
electronics manufacturer and largest manufacturer of television sets, LCD’s and
smart phones specially. Samsung started their payment app called Samsung Pay in
than 1 year. They have strong relationships with many of the online as well as
offline chains like Amazon, Reliance digital etc. Samsung is always ahead of
launching new features and style and knows very well to which age group it should
promote very fast. On, the other hand they have many weaknesses like they
Samsung is getting very hard competition from some Chinese competitors as they
are also copying and launching smart phone like Samsung and offering very low
prices with same features enabled. Samsung smart phones are having Google
android version and many people think that it is inferior product to Apple’s iOS.

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Sometimes it has been seen that the professional people thinks that Apple products
are more advanced and dependable than the products of the Samsung. (PESTLE
analysis Contributor, ,2015) On, the other hand Samsung is getting many
OPPORTUNITIES like in India there is a very fast growing market especially for
smart phone, tablets and other mobile devices and Samsung is doing too good in
this range of course. Some Chinese brands like Huawei and Xiaomi are trying to
give hard competition to Samsung and want to get more share in the smart phone
market. Some Chinese companies are trying to even copy the style and shape of
same Samsung smart phones through which they can stay in the market with a
lower price of course. (Ovidijus Jurevicius ,2019)
BCG MATRIX
Boston consulting group is also known as BCG’s matrix . It is basically the
growth share matrix which is used by the organizations or the companies to clarify
their business products into the main four categories like dogs, stars, cash cows and
question mark. In this matrix dogs are related to the products which have a low
growth or low market share, they don’t have any chances of growth in future and
no profit for any of the organization. Dogs in Samsung includes (Samsung
smartwatches) Meanwhile, cash cows means low growth markets with high market
share, it includes the products which are already the market leaders in their specific
market. Cash cow in Samsung includes (Samsung air conditioner, refrigerators,
washing machines etc.) (B2U ,2018) Next is stars which means they are already
the star products which are already with the high growth and a high market share.
Stars in Samsung include (Mobile phones, tablets and TV’s). This particular
Matrix is followed by Samsung for their smart phone sector especially and last but
not the least its question mark which clearly shows by name the products in high
growth market with a low market share for itself. Question mark in Samsung
includes (samsung printer)It can become a star in future by generating good
business and profits but maybe it can be completely a loss making product also, it
can be go either way either profit side or a loss making statement. (Kathryna
Maeve Daleon ,2017)
COMPANY STRATEGY FOR GROWTH-
Samsung is always being a great and fastest growing company or the
organization. Samsung is using Integrative growth strategy in which they are

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building or acquiring new businesses that is already related to their current
business. For example they are doing very good in the smart phone and tablets
business and meanwhile they are also doing business in home appliances like air
conditioners, washing machines and other items like vacuum cleaners etc. They are
developing their new products parallel with the other products also. Samsung is
using their name in well manner to get the sales for new products as everyone
knows that Samsung is having all the good quality products. (Peter Sarnoff ,2018)
COMPANY’S STRATEGIC ALLIANCE
Samsung is following strategic alliances with pricing collaborations of
course as they are getting their share and moreover with the collaborations they are
getting some extra little support for their particular product. Samsung is doing all
these collaborations because definitely they can also increase their business. They
have collaborated with Airtel so that galaxy smart phone series can be increased
with some good look plans of Airtel, moreover collaborated with Nestle so that
people can use health programs and sites through Samsung android version and
can take benefit from that only. Collaboration is always helpful for every company
or the organization and Samsung is getting good advantage from these
collaborations. (Spain ,2017)
PORTER’S GENERIC STRATEGIES
Samsung is following Porter’s generic strategies and that they have started
with small products like home appliances which has a high demand in the market.
Samsung invests limited amount of money to manufacture some important daily
need items and when they have seen that they are getting good business in the
market, they have started investing in smart phones as well which is a well
supporter of Samsung nowadays. Samsung is earning number share from the
market in smart phones specially. They have followed Porter’s generic strategies
with Product differentiation like targeting all segments through a wide range of
products and products for every age group like for the age group of 20-30 years
smart phone is the best choice and age group more than 30+ is taking interests in
home appliances and USB flash data devices. They are also offering an added
value to their products by making comparison from some low level products.
Samsung is also maintaining their quality products on a regular track so that no one
can complain about the products and so on. (Vidya Hattangadi ,2015)

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CONCLUSION-
Samsung is over all a biggest and successful manufacturer of television sets
and LCD’s and moreover they are earning very well in the smart phone section.
Samsung is always ready to launch new and stylish features as well. Samsung uses
its strength of wide area coverage and heavy range of products either it is a smart
phone or any of the home appliances like air conditioner, washing machine or
refrigerators. They are the leaders in smart phone and doing well in home
appliance also. Samsung is using BCG matrix policy in which star products and
dull products like slow moving products are included. They are covering a wide
area so that sales can be generated very fast and efficiently. Samsung is offering a
wide range for every age groups either it is 20 years or more.
RECOMMENDATION
Recommendation for Samsung is to decrease the prices not so much down
but yes as near to some other brands. Samsung always drop the prices when other
brands comes with the same features and style but at the time of launching the
amount for that particular product like smart phone its really a huge amount.
Samsung is having main threat from many companies like vivo, oppo which are
really investing good in the market to mark a space in customer’s mind. Samsung
always do advertising but only in the starting , afterwards they don’t care about the
social media advertising as they are really busy with new models.
Bibliography

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B2U ,2018, '"BCG Matrix",', BCH Matrix: Portfolio Analysis in Corporate Strategy.
Business and brand leadership, ,2017, '"Positioning",', Samsung-The Global Asian Brand.
Business news ,2013, 'Targets,', Samsung a short history.
Diana Stickler ,2013, '"History",', Samsung a short history.
Essay UK, '"Targets"', Samsung's Target Market.
John Dudovskiy ,2017, '"Positioning"', Samsung Segmentation, targeting and Positioning.
Kathryna Maeve Daleon ,2017, '"BCG Matrix",', BCG Matrix of samsung.
Lee Kun-hee 1938, '"Introduction",', Samsung.
Mukul Parashar ,2015, '"Life cycle stage"', Product life cycle.
Ovidijus Jurevicius ,2019, '"SWOT analysis",', SWOT analysis of Samsung.
PESTLE analysis Contributor, ,2015, '"SWOT Analysis",', SWOT analysis of samsung.
Peter Sarnoff ,2018, '"Company strategy for growth",', Samsung is shifting its focus to mid range of
smartphone.
Spain ,2017, '"Company strategic alliance",', Samsung announces partnership with microsoft.
Umair Asghar ,2015, '"Targets",', Market Segmentation, Targeting and positioning.
Vidya Hattangadi ,2015, '"Porter Generic Strategies",', Porter Generic strategies.

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APPENDIX 1
Samsung does the campaigns as well and promoting their products through
social media of course.

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APPENDIX 2

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