Samsung's E-Business: Digital Marketing, E-CRM & Cyber Security

This report provides an analysis of Samsung's e-business model, focusing on its strengths, weaknesses, and digital marketing strategies. It identifies the manufacturer model as Samsung's primary approach, where products are sold directly to customers. A Porter's Five Forces analysis reveals the co...Read More

SAMSUNG

Table Of Content
• IDENTIFICATION OF E-BUSINESS MODEL
• STRENGTHS AND WEAKNESSES
• PORTER’S FIVE FORCE ANALYSIS
• DIGITAL MARKETING STRATEGY
• ANALYSIS OF CUSTOMER TRAFFIC DATA
• E-CRM
• CYBER SECURITY MEASURES
• REFERENCES

IDENTIFICATION OF E-BUSINESS MODEL
E-business model refers to the method that is obtained by the organization
boost sustained themselves for a longer period of time. The sustainability is ensured by
using Internet, information technology and other electronic products which helps in
generating revenue streams for the organization. The E-business model that is pursued
by Samsung is further discussed below-
• Manufacturer model - This model is seen on the website of Samsung where they
sell the products and services directly to the customers. This model is helpful as it
eliminates the middleman and directly delivers the products to its customer which
reduces the cost for both the manufacturer as well as the consumer.

STRENGTHS AND WEAKNESSES
Strengths of Samsung Website Weaknesses of Samsung website
High quality, interactive content and graphics- Website
of Samsung is designed in such a way that it attracts
more and more customers. They give visual the
representation of all the products and services that
they deliver in the market. This is helpful in creating
an image of the products and services in the mind of
the consumer.
Outdated and ineffective design- Though the
organization uses high quality of content and graphics but
their website design is outdated and they need to review it.
Personalized content for every country- The content
posted on the Samsung’s website is often personalized
according to the country from which the website is
being operated. This is helpful in engaging the
customers that are looking to buy some products or
services.
Website Overlook- All the products and services offered
by Samsung are not available on the same page and
therefore the customer has to look on different options
available on the website.

PORTER’S FIVE FORCE ANALYSIS
Forces Level of Influence Reason
Rivalry among existing competitors High There are large amount of companies in the current
industries. The major competition of the organisation is
with Apple.
Threat of New Entrants Medium Barriers for entry in the consumer electronics sector is
less. Though, the barriers are less but this industry requires
high amount of capital investment.
The bargaining power of buyers High The consumers of Samsung has a range of options in the
market and therefore they hold the power of bargaining. It
is easy for the customers to switch to another brand.
The bargaining power of suppliers Low The raw materials and components suppliers in the industry
are high in number and therefore, the organisation has a
range of options.
Threat of substitute Low Smartphones are becoming more and more popular day by
day and this device offers the customers with several and
options which no other device can currently substitute.

DIGITAL MARKETING STRATEGY
• The Adventurous Branding Image- Purpose of branding is to
acquaint the customers with the vision and values that are
imposed by the company. With the help of vision analysis and
story telling the organisation builds a bond with the
customers.
• Covering social responsibility and cause marketing in
balance- With this digital marketing strategy, Samsung is
looking or drawing attention of customers within the
organisation.

ANALYSIS OF CUSTOMER TRAFFIC DATA
• Customer traffic data refers to the data that is related
with the visitors that are seen of the website of the
company.
• This data is highly helpful in analyzing if the strategy
followed by the company is working or not.
• According to similarweb.com, the website had total
visitors of 883 Million in the month of Feb 2022
which was around 7.51% more than the visitors the
Samsung website had in the month of Jan 2022.

E-CRM
• E-CRM refers to the involvement of integration of web channels to
the enterprise of strategy with the objective of delivering a sense of
consistency within the channel relative to sales, market initiative
and customer support and services.
• This is developed to retain the customers in the organisation with
the help of electronic means. The organisation uses E-CRM
software to communicate with the customer and maintain a healthy
relationship with customers.

CYBER SECURITY MEASURES
• Continuous check on the vulnerabilities that exist in the
environment.
• Keeping a backup for the data so that the company don’t have any
loss in case of technical glitch or any interference from an intruder.
• Usage of a secure host which helps in complying with the security
of website.
• Encryption of passwords that are associated with the website of
Samsung.

REFERENCES
• de Ruyter, K., Keeling, D.I. and Ngo, L.V., 2018. When nothing is what it seems: A digital marketing
research agenda. Australasian Marketing Journal (AMJ), 26(3), pp.199-203.
• Vu, T.P.Q. and Vu, T.T.T., 2021. The Impact of Social Media Marketing on Brand Loyalty: Case Study of
Samsung Smartphones in Vietnam.
• Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
• Rangriz, H. and Bayrami Shahrivar, Z., 2019. The impact of E-CRM on customer loyalty using data mining
techniques. BI Management Studies, 7(27), pp.175-205.