Samsung Marketing Plan

This document discusses the background information of Samsung, analysis of the market using Porter's Five Forces model, strategic priorities, strategic direction and objectives, and various strategies employed by Samsung such as cost and price leadership, differentiation, focus, hybrid, and diversification. It also explores the goals and objectives of Samsung and the importance of SMART goals.

Strategy Marketing Plan
(Samsung)

Table of Contents
MAIN BODY...................................................................................................................................3
Background Information of Samsung..........................................................................................3
Analysis........................................................................................................................................3
Strategic Priorities........................................................................................................................4
Strategic Direction, Objectives and Tactics actions....................................................................5
Cost and price leadership strategy:..............................................................................................5
Differentiation Strategy...............................................................................................................6
Focus Strategy..............................................................................................................................6
Extended model of Bowman Strategy clock................................................................................6
Hybrid Strategy............................................................................................................................7
Diversification..............................................................................................................................7
Vertical / Horizontal integration..................................................................................................7
Goals , objectives SMART..........................................................................................................7
REFERENCES................................................................................................................................9

MAIN BODY
Background Information of Samsung
Samsung is a South Korean electronic gadgets manufacturing company. Samsung is a largest
producer of the electronic device ranging from electronics to smart appliances, digital media
devices, semiconductors, memory chips and various integrated system. It is one of the most
trusted name for the technology and produce many exports to the world.
Samsung was founded by Lee Byung-chull as a grocery trading store on 1 March 1938.
Business started in Taegu as a noodles trading company. Then the business shifted to textiles and
it opened a largest wood mill in Korea. He already focused on the industrialization with the goal
to develop, with the change in the policies given by the Korean government there was a growth
in the business which has helped the domestic growth. In later years the organization expanded
in textile manufacturing, there was a shift in the business and growth of new subsidiaries like
Samsung heavy industries, Samsung shipbuilding, Samsung precision company(Samsung tech
win) was established. Samsung also invested in many of the sectors like chemical, petrochemical
and heavy industries which increased the growth of the Samsung(Armstrong and et.al., 2018).
Samsung entered electronics industry in year 1969 with the invention of black and white
television. Then moved into acquiring 50% share in semiconductor invention. In 1990 there was
an expansion of Samsung mobiles which gave rise to various technology updates. Samsung is
now the most selling mobile company of the world.
Analysis
Analysis on Samsung is carried out through Porter Five Force Model
this methodology is used to analyse the strategies which can help in the evaluation of the
strategies which can help in the growth of the market for Samsung. This helps in the strategic
evaluation of the market plan which can help Samsung from diverse effect of the market(Gupta,
2017).
Industry Rivals:
there are many bigger rivals in the market like Nokia, Apple, one+ etc., which are the
major competitor of Samsung. As the competition is intense there is a major chances which
Samsung needs to keep in the development of the strategies which needs to be evaluated for the
development of the products. The competition is intense and to keep the position Samsung needs

to focus on the strategies and the development of the work which needs to be addressed focusing
on the strategies of rivals(Haider and et.al., 2019).
Barriers to Entry and Exit:
As there are many sectors which can evaluate the characterised by barriers to entry in the
market. It is very much difficult to enter the market which is very much difficult to enter
emerging-markets because the host factors are very much important to be considered which can
help in setting up the global levels trends which can help Samsung to overcome the threats.
There must be strategies which can help in the development of the firm which sustain the growth
and development of the firm(Juska, 2017). With the proper management of supply chain and
various distribution channels which can help in the growth of sales and strategies of Samsung.
Power of Buyer
Power of buyer can be managed by the good makers of Samsung there must be a
command over the buyers and a strong binding capabilities of the Samsung. As there are many
options available with Samsung which can be used to evaluate the key factors and work on the
development of the strategies which can work for welfare of the firm(Kotler and et.al., 2015).
There must be strategies developed which can bind customers like after sales services and
availability of spare parts which can help in the development of the strategies which can help
over buying power of Samsung.
Power of Suppliers
There is a wide market in which Samsung operates, there are many suppliers who are
offering a large market with undue force over suppliers as once the chain is established it takes a
lot of efforts to work in creating a new supply chain(Kreutzer, 2019). This is the main reason for
the evaluation of the market which can help in the development of the before setting new
strategies.
Threats of substitutes
There is a large market in the technological sector and there is a wide competition in the
market therefore the substitutes are higher. Samsung needs to be careful in developing the
strategies and to make a huge market image which can help in the development of strategies
which can acquire a large market(Macarthy, 2018).
Strategic Priorities
Strategic priorities of Samsung are:

 to develop the market strategies which aims to keep the customers intact. This can be
done by providing the strategies which can keep valuable customers.
 Need to develop the channelising strategies to increase the sales which can help in the
growth and development of Samsung(McDONALD, 2016).
 Need to build a strategy for the growth in technology by acquiring better team of
technicians and engineers which can help in the growth of Samsung.
 There must be a strategy developed which can help the growth of production line of
Samsung.
Strategic Direction, Objectives and Tactics actions
Tactics used by Samsung for the growth and development is Samsung aims to extend hands in
many of the countries of the world which aims for the development and to be a global leader in
the technology provider. There are various strategic tools which can be used to develop for the
generation of the strategies and implementation of the work(Migliore, Howard and Gray, 2018).
Main objectives of Samsung is to provide a sale of $400 billion which can help in the
development of the organization by the end of the year and to be the global leaders in IT
Industry. With the innovation and technological changes there must be a better workplace in
sense of creative leader building the new markets. This also attracts the best talents from the
world.
Cost and price leadership strategy:
As pricing is one important issue for any organisation. It requires the evaluation of the product
from its initial costing to the final costing of the product and evaluating the market which can
help in the development of the large market. With the minimum wages and the cost efficiency
strategies which can be evaluated which makes the Samsung as the leader in shipment of the
most number of units that is 79.8 million units in year 2017.
For the best price offered Samsung used skimming strategies, as Samsung enters a market
there is a high price due to uniqueness of the product and diversified use it attracts customers and
as the sales decreases there is a change in the price. Skimming allows to adjust the price which
can help to adjust the pricing strategies which can attract more customers. This strategy helps
Samsung in keeping a high hand over the market and to increase the strategies of the
firm(Perreault, 2018).

This strategy aims for pursuing both cost leadership and product differentiation strategies during
its life cycle. For the competition there are products which are developed to compete with the
rivals which helps in decreasing the sales of the rival. This strategies can help in the generation
of the pricing strategies and evaluate the growth of the firm. There are many factors which needs
to be developed which helps in increasing the cost cutting of the products used to assemble in the
market which can help in the implementation of strategies aiming reduction in product
development cost. There are many strategies which can help in the reduction of the price and to
provide a profitability in the market.
Differentiation Strategy
To be different in the world there is a change in the strategy which can help in the development
of the strategy for Samsung. There must be a strategy for the Samsung which can help in the
development of the work there must be differentiation in the products from the rivals of the
industry there are many inventions on which the organisation is working like Samsung is
working for a foldable gadget. Which provides the strategy to be different and to make out of the
competition. This can help in creating a difference in the market value of Samsung which can
help them to grow the strategies and to sustain the market competition. Attaining a competitive
advantage based on the policy of Samsung(Pride and Ferrell, 2016). These categories in which
Samsung develops are product attributes, firm linkage and customer relationships which are
maintained to keep the differentiation for the firm in the market.
Focus Strategy
Focus of Samsung is to evaluate the focus on the strategies which can be developed to achieve
the growth by acquiring a large target group which can help in the development of the focus on
the work. Which can help in the development of the strategic formulation of the work. Their
main focus is acquiring the strategic goal which can help in the growth and development of the
firm. This strategic evaluation of can help in the development of the firm in acquiring the set
targets which can help in maintaining the quality of work and to delivering the best product to
increase the sales.
Extended model of Bowman Strategy clock
This approach used by Samsung is used to acquire the large market by Bowman's strategic clock
various strategic implementation by low price low value added which in turn help in the
development of pricing strategies which helps in acquiring large markets. By low pricing

strategy which can help in the development of the firm. Hybrid some product differentiation.
This aims to perceived added value which can be beneficial to the development of the firm. With
various positions offered by the bowman strategy clock helps the development of the Samsung
by implementing various risks and strategies for the further growth and development of
Samsung.
Hybrid Strategy
This strategy helps the maintenance and growth of Samsung which can help in the development
of the firm. This strategy involves development of the firm like firms infrastructure, development
of Human Resources, technological development and procurement which helps in maintaining
the market which can help in the activities carried out in the development of Samsung. This
hybrid strategies are developed with the aim to develop the strategies which helps in the
maintaining the work which can help in the development the internal procedures of the firm. As
these can help in acquiring a large market.
Diversification
Samsung a Korean brand always wished to achieve a large market with the development of firm
this started with the switching the production line there are many sub-ordinate of the firm which
is brought development for the Samsung. Samsung invested in many of the firm which has
bough a major growth for Samsung. Samsung is now a powerful brand in technology, with a
wide distributive network. Diversity lies as it is multinational brand which has many segments in
the world who works for the development of firm there are many manufacturing plants of
Samsung in various parts of the country which has increased the growth rate for
Samsung(Teixeira, 2016).
Vertical / Horizontal integration
Samsung's vertical and horizontal integration focused on mid to high powered market with the
horizontal labour division Samsung is switching towards vertical labour division for the
development of the firm. With the development of strategies and the and division of labour
Samsung aims higher with the growth and development of the firm. They concentrated in the
plans which help in the development of the firm. With the development of integration as the
work is increasing with a very rapid pace there is a change in working frequency labours are
replaced by robots for the fast and accurate development of the product.

Goals , objectives SMART
Goals-
Samsung aims to create the best product and services in the technology and aims to be a global
leader in the market. Samsung aims to create a best products and service which offers the
satisfaction for the customers.
Samsung aims to retain the global position in the technology business.
Objectives-
 Main objectives of Samsung is to contribute common interest and rich life.
 Perform the mission statement by increasing the sales.
 Management by objective as for the integral development of the work.

REFERENCES
Books and journals-
Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R., 2018. Marketing: an introduction.
Pearson UK.
Gupta, V.K., 2017. Marketing Strategy: A War to Win. Journal of Management Science,
Operations & Strategies, 1(1), pp.21-4.
Haider, A.A and et.al., 2019. Marketing Management.
Juska, J.M., 2017. Integrated marketing communication: advertising and promotion in a digital
world. Routledge.
Kotler, P and et.al., 2015. Marketing. Pearson Higher Education AU.
Kreutzer, R.T., 2019. Strategic and Operational Marketing Plan. In Toolbox for Marketing and
Management (pp. 225-229). Springer, Cham.
Macarthy, A., 2018. 500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for
Business Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and
More!. CreateSpace Independent Publishing Platform.
McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and practice. In The
marketing book (pp. 108-142). Routledge.
Migliore, R.H., Howard, N.C. and Gray, D.M., 2018. Contemporary marketing evolves. Journal
of Marketing Development and Competitiveness, 12(2).
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Pride, W.M. and Ferrell, O.C., 2016. Foundations of marketing. Cengage Learning.
Teixeira, P.F.L.S., 2016. Case study: Marketing Plan at B2F.

REFERENCES
Books and Journals