Samsung Marketing Strategy

Submitted By Lan-Weng
Words: 1974
Pages: 8

1.1 Acknowledgment
1.2 Introduction
1.3 SWOT Analysis
1.4 Segmentation strategy
1.5 Market Targeting
1.6 Positioning Strategy
1.7 Product strategy
1.8 Price strategy
1.9 Value chain strategy
1.10 Promotion strategy
1.11 Financial status
1.12 Recommendation to management
1.13 Attachments of Samsung Products

Above all i would like to thank “ALMIGHTY ALLAH” whose guidance let me courageous at every moment. I believe that he is the only sovereign authority who has the control of everything.
I extend my humble and deepest appreciation to my Respected Instructor M.A. Butt for the keen interest taken by him in the completion of this report. He has been a constant source of inspiration and great help to me. His precious advices, instructions and knowledge of subject helped me immensely.
I am highly thankful to The Authors of Strategic Marketing, David Cravens and Nigel Piercy who were so helpful and provide me with necessary information and technical support where ever required in their text book.


Samsung Electronics is a South Korean multinational electronics and information technology company headquartered in Samsung Town, Seoul.
It is the flagship subsidiary of the Samsung Group. With assembly plants and sales networks in 61 countries across the world, Samsung has approximately 160,000 employees.
In 2009, the company took the position of the world’s biggest IT maker by surpassing the previous leader Hewlett-Packard.
Its sales revenue in the areas of LCD and LED displays and memory chips is number one in the world.
In the TV segment, Samsung’s market position is dominant. For the five years since 2006, the company has been in the top spot in terms of the number of TVs sold, which is expected to continue in 2010 and beyond. In the global LCD panel market, the company has kept the leading position for eight years in a row.
With the Galaxy S model mobile phone, Samsung’s smartphone lineup has retained the second-best slot in the world market for some time. In competition to Apple's iPad tablet, Samsung released the Android powered Samsung Galaxy Tablet.


Samsung Group is one of the largest industrial groups in South Korea, operating through a network of subsidiaries world.
The company interested in more than 20 affiliates, and focuses on electronics, finance and service activities. Samsung electronics is one of the world’s largest manufacturers of random-access memory chip.

Customers are loyal and appreciating the brand. Samsung is enjoying very good position against its competitors. The company is maintaining very good relationship with its suppliers. The company is also maintaining with laborers.
Samsung is a financial strong and Stable. The production processes and procedures of inventory management are consistent with industrial standards.

Samsung is facing hard competition. South Korea’s labor unions are strategically linked for collective bargaining and negotiation.
Samsung need improvements in defining the vision, mission and strategic corporate objectives.
Marketing management needs improvement in all the facts of marketing.
HRM also needs improvement in all the facts of human resources management.

The economic condition of South Korea seems favorable. Samsung is interiorizing the social shifts. It is having constant policy given by the government.
Samsung is reasonable equipped to take care of technological changes.
Samsung is maintaining good international relationship with other countries and the local.

The legislation has been passed frequently related to industry. Technological transformation takes place in the industry was very high.
Regulatory issues and safeguarding of property rights was main threats in legislations.



Market segmentation has three levels