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Samsung as a new IT leader - Essay Example

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Samsung as a new IT leader

This paper concerns the marketing as a business strategy by which a manufacturer or producer of any goods or services shifts from the basic production function and takes into concern the needs and requirements of the customers-to-be. In this case, a manufacturer aims at discovering what customers’ interests in a rival product are and then attempt convince them that their product is better than the rivals’. The marketing department sells the product to the customer in such a way that the customer feels they have gained from the bargain more utility than they have paid for. Concisely, the main work of the marketing department of any institution can be summarized as to identify, satisfy and retain customers. Oversaturation of markets with similar goods from different manufacturers is among the many factors that resulted in development of marketing strategies. Therefore, a distinction between products by different manufacturers must be made to ensure that a customer knows the product they are choosing well before making judgment. In addition, a manufacturer should know the trends, tastes and preferences of customers as they change with the times. This means that if technologically savvy people are shifting towards the use of smaller but feature packed gadgets, then the manufacturer should either adapt or produce the ideal gadget for consumers. Conversely, the manufacturer can try various available advertising methods to convince customers as to why their gadget is much better than their gadget of choice. Therefore, in order to achieve its objectives and remain competitive, a firm should be capable of anticipating and satisfying customer needs better than competitors (Armstrong, Harker, Kotler and Brennan 2009, p.7). Market and Literature Review Apple versus Samsung Brand There are two main differences between the two brands, market perception and pricing. Customers assume that products that tend to be for the high-end market are of higher quality. On the other hand, consumers in a market could be concerned by the number of features available in a product. Therefore, before venturing into the Chinese market, it is necessary to know the consumer perspectives about products from both companies in order to determine the measures that the firm should take to ensure competitive and profitable sale of Samsung products (Mankiw 2009, p. 290; Joshi 2005). The major concern for a consumer in the Chinese market is the authenticity of electronics since traders have ...Show more


A study indicated that most of the population was already aware of Samsung products. The work of the marketing management, therefore, is not to inform people of Samsung but convince them that Samsung can also offer products of comparable, if not higher quality than their favored brand, Apple…
Author : joannehuels
Samsung as a new IT leader
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