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Introduction and historical background of Samsung “Enlightened marketing calls for building long term consumer loyalty and relationships by continually improving the value consumers receive from the firm’s market offering,” (Kotler & Armstrong, 619)…
The main points discussed in the paper will be summed up in the conclusion. Samsung Electronics is based in South Korea and it specialises in manufacturing and distributing a wide range of consumer electronic products. The company was founded in 1938 and it has been involved in business of manufacturing electronic products for quite a long time. The company also has many affiliates as well as subsidiaries that operate under its brand name. According to the company’s 2012 annual report, Samsung is the world’s largest mobile phone manufacturer as indicated by the unit sales of the products. The smart phones offered by the company are by far the best compared to other products offered by rival competitors. Currently, the company operates in more than 200 countries across the globe and it has its own retail stores as well as subsidiaries that distribute its products to different customers across the whole world. Organizational objectives The main objective of Samsung Company is to offer products that are of superior value to the customers. The company is guided by a simple philosophy, “strong values and high ethical standards that inform our work every day. In everything we do, we strive to help people live better lives” (Samsung). ...
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