Essay about Evaluate the Benefits and Cost of a Marketing Orientation for Samsung Electronics

Words: 2210
Pages: 9

Introduction & Company overview: Samsung is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses, most of them united under the Samsung brand and is the largest South Korean chaebol (business conglomerate).
Samsung was founded by Lee Byung-Chul in 1938 as a trading company. Over the next three decades, the group diversified into areas including food processing, textiles, insurance, securities, and retail. Samsung entered the electronics industry in the late 1960s and the construction and shipbuilding industries in the mid-1970s; these areas would drive its subsequent growth. Following Lee's death in 1987, Samsung was separated into
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In regions where there are relatively frequent service requests, Samsung has opened 400 directly-run service centers. They are also expanding their service network in Central Asia and Africa.
Competitive Advantage:
Competitive advantage refers to the comparative positional superiority in the marketplace that leads a firm to outperform its rivals. For example, a firm can achieve a cost advantage when the firm operates at a lower cost than its competitors but offers a comparable product. Also, a firm can achieve a differentiation advantage when customers consistently perceive its offerings as superior to those of its competitors (Porter, 1985).5 One of the competitive advantages of Samsung is
The support you need – when and where you need it:
Samsung respects the choice customers have in how and with whom they do business. That’s why, to more effectively support product lines, Samsung has established a geographically-dispersed base of direct dealers and indirect channel partners that result in tight-knit national coverage. So, as a single- or multi-location operation, you benefit from having Samsung partners right where you need them most – near corporate headquarters, at branch offices or out in the field. 6
Benefits of building customer satisfaction: In this world of extreme competition, companies with a total focus on customer are going to