Samsung Electronics co ltd Marketing Strategy Assignment
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Added on 2021-05-31
Samsung Electronics co ltd Marketing Strategy Assignment
Added on 2021-05-31
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Running head: SAMSUNG ELECTRONICS CO LTD MARKETING STRATEGYSamsung Electronics Co Ltd Marketing StrategyStudent’s Name:Institution:
SAMSUNG ELECTRONICS CO LTD MARKETING STRATEGY 2Table of ContentsIntroduction.................................................................................................................................................4Samsung Electronics Co Ltd Background...................................................................................................4The Situation Analysis................................................................................................................................5Samsung’s PESTLE Analysis..................................................................................................................5Political...............................................................................................................................................5Economic.............................................................................................................................................6Socio-Cultural.....................................................................................................................................6Technological......................................................................................................................................7Legal....................................................................................................................................................7Environmental.....................................................................................................................................7SWOT Analysis...........................................................................................................................................7Strengths..............................................................................................................................................7Weaknesses..........................................................................................................................................8Opportunities.......................................................................................................................................8Threats.................................................................................................................................................8Competitive Analysis..................................................................................................................................8Apple...................................................................................................................................................8Huawei................................................................................................................................................9Consumer Buyer Characteristics.................................................................................................................9Segmentation, Positioning, Targeting and Branding Analysis...................................................................10
SAMSUNG ELECTRONICS CO LTD MARKETING STRATEGY 3Segmentation.....................................................................................................................................10Positioning.........................................................................................................................................10Targeting...........................................................................................................................................10Summary of Key Brand Strategies.....................................................................................................10Marketing Mix...........................................................................................................................................11Product..............................................................................................................................................11Price..................................................................................................................................................11Promotion..........................................................................................................................................12Place..................................................................................................................................................12Extended Marketing Mix...........................................................................................................................13People................................................................................................................................................13Process..............................................................................................................................................13Physical Evidence..............................................................................................................................13Partnership........................................................................................................................................13Conclusion.................................................................................................................................................14References.................................................................................................................................................15
SAMSUNG ELECTRONICS CO LTD MARKETING STRATEGY 4IntroductionThe report examines the marketing techniques utilized by Samsung Electronics Co Ltd inorder to stay ahead in the competitive market as one of the best innovative pioneers inconnection to the products they produce to attract and keep customers. The situation analysisgets analysed which is followed by competitive analysis, customer buyer characteristics, thetarget market, positioning, segmentation, marketing mix, extended marketing mix and at the endof the report a conclusion is given stating the position of Samsung Electronics Co Ltd.Samsung Electronics Co Ltd BackgroundThe company began in South Korea as a small family-owned enterprise whose operationwas to trade grocery and merchandise which later changed to textile business, securities, andinsurance and later to specialization in electronic in 1960. This became the key business for theorganization and expansion grew seeing the company open branches in different parts of thecountry. They specialized in electronics and endeavoured to fabricate their television sets. Laterin the years, they entered into the telecommunication sector specializing in products related tohardware in 1980. They changed their strategy and reshaped the focus to three sectors tochemicals, electronics, and engineering. As a result of the strategy shift and focus, theorganization has ventured full into the electronics sector and has expanded to various parts of theglobe commanding the huge number of customers. It is currently dealing with mobile phones andhas created different brands targeting different customer taste and preferences. In order to keepup with the competition in the competitive market, the parent organization has set up amanufacturing company in Texas, Austin city. In addition, the company set up SamsungElectronics Co Ltd as a subsidiary of Samsung Corporation to deal specifically with smartphoneindustry and situated it at Suwon in South Korea
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