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
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…
The company targets the quality-oriented customers. However, before following such strategy, the company focussed on promotion of value creation that has the potential to provide consumers products of good quality at lesser prices. In the capture of the new market, the company diverted the focus onto products of trendy consumer stuffs that serves the preferences of the modern world consumers (Rowley & Paik, 2009, p.63).
Samsung Electronics Ltd is an international leader in telecommunication, semiconductor, digital convergence technologies and digital media. The company is a typical paradigm of a family run corporation or ‘Chaebol’ which is an essential element of the South Korean business industry.
In any case, it is a fact that Samsung Electronics has cemented its place in consumer electronics market in recent times. Headquartered in Suwon, South Korea, Samsung Electronics is manufacturing consumer electronics products such as computers, mobile phones televisions, Refrigerators, Air conditioners and many other useful electronics products.
The consumer electronics industry involves the manufacture, distribution and sale of communications and entertainment devices such as digital and video cameras, telephones, stereos MP3 players, DVDs, VCRs, calculators and televisions (Reportlinker 2013). The industry is constantly evolving and changing at a dizzying pace that products can easily get obsolete with new products constantly being introduced in the market churning out easily the old ones.
There were two sectors in the development of the Korean electronics: labour-intensive consumer products and integrated circuit (IC) assembly. One of the top players in the manufacturing and exporting of electronics products in Korea was Samsung (Steinberg, 2010).
Via these exertions, Samsung anticipates to have positive impact to the world and enhance a fuller involvement for all this is according to an article from Samsung’s website. Samsung has planned a particular strategy of reaching 400 billion dollars in returns and developing as among the globe’s top five brands by 2020.
Organization aims to enhance efficiency of its employee (Spillane et al., 2001). Leadership plays an essential role in motivating its employees and workers to achieve its targets in an efficient manner. Several leadership theories and tools allow the organization to organize its employee to achieve its target (Daft & Lane, 2008).
It has set trends in the memory segments of the market and is a reputed brand for its quality and value for money. The initial struggle the company endured for a share of the emerging markets can be considered to have eventually paid off when we look at the markets and the level of competition in the 80's.