MKT303 Services Marketing Assignment: Samsung Evaluation

This report provides an analysis of Samsung's marketing techniques, focusing on the strategies employed by the company in the services marketing context. The report begins with an introduction to Samsung, highlighting its product offerings and market position. It then delves into the marketing techniques utilized by Samsung, including diversified product offerings, technological innovation, and promotional strategies. The report explores how Samsung applies these techniques, discussing their direct and indirect marketing methods, segmentation strategies, and brand positioning. The report concludes with a summary of Samsung's success, emphasizing the role of effective distribution and after-sales service. References to supporting literature are also included.

MKT303 Services Marketing

Contents
Introduction......................................................................................................................................1
Marketing techniques.......................................................................................................................1
Applications.....................................................................................................................................2
Discussions......................................................................................................................................3
Conclusion.......................................................................................................................................3
References........................................................................................................................................4

Introduction
Samsung is considered as one of the quality and reliable company which works on the
manufacturing of different products like smartphones, television sets, watching machines etc.
The company is working on the different standards to have a faster customer service so that the
people buy more of its products. It is one of the relatable and authentic brand when it comes to
buying the home appliances. There are direct and indirect retailers working with Samsung and
they sell their products.
Marketing techniques
Samsung makes use of different approaches and strategies so that it can attract the customers
towards its brand and buy its products. The company is strong, and it helps the firm to grow
properly with making progress in different aspects. Some of the major techniques are:
a. Diversified product offering: Samsung has been working on diversification strategy of
products which is costly and risky. On the other hand, it is effective for a better growth of
business. The diversification helps the company to operate in the market which is
populated by the consumers from the diversified demographical backgrounds with
different psychographics (Xu, Frankwick & Ramirez, 2016).
b. Technological innovation is important for product strategy: The company has been
working on product-oriented marketing strategy that acknowledges the different
segments in a market. Samsung operates in an industry with innovation as a major key
ingredient to build and maintain the competitiveness. The company has been working on
popularizing the AMOLED display with high pixel density. There are heart rate sensors,

finger print scanners and the faster charging capabilities that makes Samsung products
completely different from the other company products (Ma, Liu, Wu & Chen, 2015).
c. Promotional Strategy: Samsung has been working on improving the marketing
standards with investing heaving on the traditional advertisement. They also do “push
marketing” through celebrity endorsements. The major events like sports and the
entertainment shows also show the marketing of Samsung and its products. It has been
partly working on the pull marketing strategy where the social media is used for building
and maintaining the relationship with the consumers (Yulianda & Handayani, 2015). The
social marketing focus on serving as a venue for the discussions and the announcements.
Applications
Samsung has been able to ensure that it is available for the consumers in the market. It
can help in further pulling the consumers to the product mainly due to the sustained physical
presence. The company has been working on the direct and indirect methods, where the direct
methods are when Samsung is able to advertise the products through the television, internet and
the other medium. The indirect methods are how Samsung let the customers try their new
products and then understand whether the product is efficient to be used or not.
The segmentation of Samsung is considered to be the best way to define the psychographic and
the behavioral patterns. The geographic forms are involving the different mobile categories with
specific budget (Hafilah, Chaer & Usman, 2019). The company has been working on producing
the largest market share when compared to the other mobile phone makers.

Considering the demographical standards, the company is involved in choosing the lower-class
workers. Samsung Galaxy series is for the people of medium range and its classification shows
that the company cares for its customers. It offers the mobile according to the needs, budget and
the requirements and hence, it has been able to make an alliance with some of the IT industry
leaders as well.
Discussions
Samsung has been putting major emphasis on the customer awareness through brand
positioning. The products are positioned, through their attributes and features. It has been able to
adapt different strategies like emphasizing on the real margins from the mid-end and high-end
customer segments (Sharma, Ahuja & Sharma, 2016). Samsung is also involved with promoting
the products through concept stores and the devices are categorized according to the different
features, functions and pricing. The company is involved in offering access to the care line for its
valuable customers, where the major objective is to brand itself for a better quality.
Conclusion
With time, Samsung has been improving itself in the technology and is considered to be
the world’s largest manufacture of the mobile phones and the smartphones. It has been able to
work on innovative offerings with different product ranging from mobile phones to household
appliances. The major reason of success is its effective distribution and the after-sales service
that has helped the company to maintain its level.

References
Hafilah, E., Chaer, V., & Usman, O. (2019). The Effect of Brand Ambassador, Brand Image,
Product Quality, and Price on Purchase Decisions Samsung Smartphones. Brand Image,
Product Quality, and Price on Purchase Decisions Samsung Smartphones (January 11,
2019).
Ma, G., Liu, Q., Wu, L., & Chen, E. (2015, May). Identifying hesitant and interested customers
for targeted social marketing. In Pacific-Asia Conference on Knowledge Discovery and
Data Mining (pp. 576-590). Springer, Cham.
Sharma, N., Ahuja, M., & Sharma, R. (2016). Models of Internet Marketing. International
Journal of Academic Research & Development JAR&D, 51.
Xu, Z., Frankwick, G. L., & Ramirez, E. (2016). Effects of big data analytics and traditional
marketing analytics on new product success: A knowledge fusion perspective. Journal of
Business Research, 69(5), 1562-1566.
Yulianda, S., & Handayani, T. (2015). The effect of two aspects-quality products and consumers
psychology-toward the purchase decisions of Samsung mobile phone. Mediterranean
Journal of Social Sciences, 6(5 S5), 203.