MARKETING STRATEGY

Marketing Strategy of Samsung Mobile Phones

Introduction2

Background3

Investigation and Analysis3

SWOT Analysis3

Marketing Strategy4

Nokia VS Samsung5

Marketing Programs6

Promotional Strategy6

Market leader7

Market Penetration8

Market Development and Product Development9

Diversification10

Recommendations10

Market Segmentation11

Target Market12

Market Positioning12

Customer Service12

Pricing Strategy13

Promotion strategy13

Placement strategy14

Product Strategy14

Marketing Goals and objectives14

Conclusion15

References17

Marketing Strategy of Samsung Mobile Phones

Introduction

This paper aims to identify the marketing strategies of Samsung Mobile as compare to its major competitors. It includes the performance analysis of Samsung with Nokia, Blackberry and Apple. It also aims to provide recommendations that can help Samsung to improve its marketing strategies.

The slogan of Samsung “Everyone's invited” defines Samsung's exclusive marketing strategy with diverse range of products. According to the market researchers Samsung has acquired the highest share due to its various marketing strategies which include Brand name Credibility, its innovation and adoption of new styles, strong global presence and the awards it is receiving continuously. The vision of Samsung Electronics for the new decade is “Inspire the world, Create the future”. This slogan also defines its marketing strategy. It plans to work on new technology, introducing innovative products and presenting creative solutions. Samsung is also utilizing both the differentiation and cost leadership strategies to become the market leader.

Company Nokia relies on efforts to make changes in design and cater customers among businessman. On the other hand, Samsung marketing strategies focus more on being innovative and technology advanced. Samsung mobile phones are usually targeting customers that are young. If we compare marketing campaign of Nokia with Samsung, Nokia is more of a traditional brand. It promotes the mobile product with the slogan of “connecting people”. Samsung is more of a young and advanced brand. The company's slogan states that “it's not that hard to imagine with Samsung”. It clearly explains that nothing is impossible if you are buying the product of Samsung. Samsung is investing heavily on research and development to fulfil the unmet needs of mobile user customers.

Background

Samsung Electronics Company (SEC) was established in 1969. Initially it made only black and white televisions. However, in the 1970's Samsung acquired a semiconductor business and hence set up a path for future growth in electronics. Samsung electronics operate in the worldwide electronics industry. Samsung electronics has developed very strong marketing strategies over the years. Initially it received stiff competition from Nokia, and later on from Apple when it decided to enter into the smart phone category. But with the help of it pricing, promotional, product and placement related strategies it surpassed all its competitors. It is due to the effective marketing strategies that Samsung was able to acquire first rank in the global mobile handset shipments in 2012 beating Nokia and apple. Samsung also increased its market share beating Nokia in 2012. Samsung is making wonderful products with moderate pricing and is likely to dominate the mobile phone market in the coming years.

Investigation and Analysis



SWOT Analysis

SWOT analysis is a tool that helps organizations to identify their strengths, weaknesses, opportunities and threats. It aims to define favourable and favourable elements of an organization's internal and external ...