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Strategic Marketing Management | MBA

   

Added on  2021-07-07

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NAME: RAFIA ANWARID: MP-ES21-10011SUBJECT: STRATEGIC MARKETINGMBA EVE 2021DATED: 7TH OF MAY 2021
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ContentsTITLE........................................................................................................................................................3Introduction to Samsung:........................................................................................................................3Products and Divisions.............................................................................................................................3Market Summary.....................................................................................................................................4Market Growth........................................................................................................................................4COMPETITION..........................................................................................................................................5Situation Analysis....................................................................................................................................6SWOT ANALYSIS.......................................................................................................................................6BCG MATRIX OF SAMSUNG.....................................................................................................................8 ANSOFF ANALYSIS.................................................................................................................................................9CORE COMPETENCIES..............................................................................................................................9CONCLUSION:................................................................................................................................10 REFERENCES.........................................................................................................................................................11
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“Marketing Audit Report of Samsung Electronics”In this report we are going to talk about Samsung in general. There will be a short summary about a company and then situational analysis where our focus will be on discussing market demographics, needs, SWOT Analysis, market growth. And then about what it offers and what competition it faces in the market. We will also discuss their marketing strategy, target market, objectives and then marketing mix of the company.Introduction to Samsung:Samsung is one of the World’s largest producer in production of different consumer and industry electronics which includes digital media devices, appliances, memory chips, semiconductors, etc . It is a South Korean Company and produces almost a fifth of total exports of South Korea. It has become one of the most known names in the world of technology. The first entry which Samsung made was in 1969 by launching their products which black and white televisions. And then in 1970s started exporting home electronics products overseas. In 80s it witnessed a fast expansion of its technology businesses. Different divisions were created . The development which made Samsung the leader in information technology services was through establishing Samsung Data Systems(SDS).In 2000s Samsung’s Galaxy Phones Series was introduced which became the company’s most loved and praised product which made the company top the annual lists of best selling smart phones. Since 2006 Company has been in top selling producer of televisions since then it Has retained its position till now. and then Galaxy series got expanded to tablet with the introduction of Galaxy Tab.The company has enjoyed enormous growth in recent years due to its market leading position, a good product quality and innovative capabilities. It’s growth has also been driven by its strong brand image , it’s marketing , product quality and it’s focus on research and development.Products and DivisionsSamsung has divided it’s business into operations which consists of four segments. First division is Consumer Electronics Division, Information technology and Mobile Communication Division, Harman and Displays-Semi Conductor division. CE: Products in this division includes TVs, Monitors, Refrigerators, washing machines, air conditioners, etcIM: this includes HHps, Network Systems, Computers, etc.DS: includes DRAM, NAND Flash, mobile Aps, OLED smartphones panels, LCD TV panels, etc.Harman: includes Head units, infotainment system, telematics, speakers, etc.Samsung competitors include Apple, Intel, Sony, Xiaomi, LG electronics, Huawei, Lenovo Group Limited, Panasonic and Whirlpool.
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Market SummaryIn Samsung's demographic segment, age is not an important factor, however, Samsung's main consumers are adults. Samsung products do not target a certain gender. Samsung's products are geared towards society in general and do not define their products to the high or low segment of society, it allows anyone to buy their products at the right price for buyers with high or low purchasing power. Samsung Electronics has also segmented its market related to consumers' lifestyle and personality. This detail in Samsung's behavioral segment can create benefits for Samsung Electronics users, which are targeted differently based on the benefits they desire to get from Samsung productsSamsung has a great concern about its demographic related issues because according to them this is the important aspect to focus on. As Population of the world is increasingso Samsung is making an attempt to reach people and make their products more accessible for them. The Target Audience for Samsung is from age 15 to 45 ; the ones who follow the latest technology. In 2020 it was recorded that there were 992.4 million active Samsung smartphones in the world which claimed almost or more than a quarter (26.2 %) of smartphone market.Samsung usesMulti-segment positioning: Samsung targets more than one sections simultaneously through offering a few bundles of items and administrations. For instance, there are a few varieties of Samsung SMART Signage proficient showcases with various sizes, screen goals and functionalities and at last with various sticker prices. Along these lines, Samsung offers to the requirements and needs of purchasers with varying monetary abilities.Imitative positioning: Samsung is known to imitative its fundamental rival Apple in item in plan, functionalities, also, as advertising system.Anticipatory positioning. Certain Samsung items, for example, portable picture sensors right now have low turnover. However, these item have been created with the expectation that the turnover will increment later on.[ CITATION ByJ17 \l 1033 ]
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