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Marketing Strategy of Samsung - Assignment Example

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Marketing Strategy of Samsung

From this discussion it is clear that Samsung Electronics is a South Korean based multinational electronic products manufacturing and marketing company. It is the flagship subsidiary of Samsung Group and has been the world’s larges technology company in terms of revenue since the year 2009. The Samsung group was incorporated in the year 1969 and Samsung Electronics was founded in the year 1988. However the history of the company dates back to 1938, when it was founded by Lee Byung-chull as a trading company. It is presently headquartered at Suwon, South Korea and is headed by Gee-Sung Choi. The company has presence all over the world and employs around 221,726 people. Some of the major products of the company include LCD and LED panels, mobile phones, semiconductors, televisions, digital cameras, tablet PCs, and home appliances among others.This essay stresses that in the context of its mobile phone division, the company has been witnessing colossal growths since the mid of 2000. According to industry experts, the major reasons behind the growth is the introduction of low and mid ranged phones and providing Android operating system with the high range phones. Another driving factor was the introduction of several phones at the same which allowed the company to make the availability of wide range of options for the customers. In addition, promotional technique, strong distribution network, and superior after sales service also played crucial roles. ...
According to industry experts, the major reasons behind the growth is the introduction of low and mid ranged phones and providing Android operating system with the high range phones. Another driving factor was the introduction of several phones at the same which allowed the company to make the availability of wide range of options for the customers. In addition, promotional technique, strong distribution network, and superior after sales service also played crucial roles. The company caters to business segment as well as consumer segment and targets almost all the age groups. Figure 1 – UK market Share of Mobile phone Companies (Source: Smith, 2012) The section below will carry out a SWOT analysis and will provide insights into the competitive landscape of the mobile phone industry of UK. 2. Situation Analysis 2.1 SWOT Analysis Strengths Samsung manufactures products in such a way that most of the operating system and application software can be easily integrated with it. This gives an edge to the company over its rivals. Especially, integration with the android OS allowed the company to gain high market share. Apart from that, another major reason for the company to embrace maximum mobile phone market share is their excellence in engineering department. This has led the company to ensure effective and efficient production. Hence, the research and development, along with the engineering department can be considered as an area of competency for the company (Tolentino, 2000). Another major strength of the company is the product innovation and design. With superior design and product features, Samsung has been able to surpass Apple’s sales figures in the US market, which is the home of Apple. The mobile phones of the company are eco ...Show more

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The report will also carry out a SWOT analysis to uncover the internal strengths, weaknesses and external opportunities and threats of the company. On the basis of the findings, the study will recommend few strategies for improving the future performance of the company…
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Marketing Strategy of Samsung essay example
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