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Principles of Marketing - Samsung Company

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Added on  2020-06-03

Principles of Marketing - Samsung Company

   Added on 2020-06-03

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PRINCIPLES OFMARKETING
Principles of Marketing - Samsung Company_1
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Background of Samsung Company.............................................................................................1Building brand image..................................................................................................................3Samsung Brand identity..............................................................................................................4Brand positioning of Samsung mobile........................................................................................4Brand personality of Samsung company.....................................................................................5Brand affinity of Samsung company...........................................................................................5TASK 2 ...........................................................................................................................................6Standardisation and adaptation strategies...................................................................................6Standardisation and adaptation applied in Samsung company...................................................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
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Principles of Marketing - Samsung Company_3
INTRODUCTIONMarketing is the most important function of business organisations as it includes severalprocesses like research, product design and development, promotion and customer service, etc. Italso involves marketing decisions that an organisation must take related to products and services.Generally, marketing departments focus on setting of principles, strategies and tactics that can besummarised by 4ps such as product, price, place and promotion. Samsung Group is a SouthKorean multinational company and it is headquartered in Samsung Town, Seoul. It entered theelectronics industry in 1960s. This company deals in textiles, electronic items andtelecommunication as well as home appliances. In this assignment, topics are covered aboutcompany's brand strategies, recognitions, identity and positioning in the current market(Armstrong and Kotler, 2014). Also, it will explain that how company use standardisation aswell as adaptation strategies in marketing mix to achieve competitive advantages. In this project,study is also made on how globalisation factors influence an organisation. TASK 1Background of Samsung Company1
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