Samsung Marketing Report

1.Executive Summary

In this company report we are going to have an overall analysis of Samsung firm, with a specific look at its latest product: Samsung Galaxy Note 4. This report is going to analyze the company itself, the market environment, the competition, the marketing strategy and positioning, the marketing mix and will conclude with an evaluation of the company’s strategies and tactics.

Samsung is one of the largest and most famous companies in the world, it was founded in Korea and quickly started to lead the technological market by introducing a wide range of products, including TVs, refrigerators, PCs, and many other domestic appliances and mobile phones.

We used PESTLE to analyse the political, economic, sociocultural, technological, legal and ecological factors that might affect the firm; due to the fact that Samsung is an international company, it has to do continuos research on these factors and keep a close eye on the differences between countries.

For studying the microenvironment we used Porter’s Five Forces Model to analyse factors that have a direct effect on the company’s decisions but cant be fully controlled by samsung such as threat of substitutes,competitors, and new entrants.

moving to competition ad focusing mainly on the smartphone’s industry, Samsung has 4 main competitors: Apple, Huawei, LG and Lenovo. Samsung has the 32.3% of the market share, and to maintain this they have to focus constantly on innovation, quality and price of the product; For Galaxy Note 4, there are many competitive advantages which makes it an innovative product like the Super amoLED display, the scratch-resistant glass, the S pen, which gives the feeling of writing on a real “NOTEpad”; these features allow Galaxy Note 4 to be strong competitor in the market.

Samsung started with a cost differentiate pricing strategy, then they increased they brand value in order to penetrate the upper market. They also used behavioural and psychographic segmentation as well as geographic and demographic. The Marketing Mix gives a detailed look about the product, the Galaxy Note 4 is already at the growth stage of the product lifecycle. As Samsung has different lines of products, their pricing and promotion strategies differ depending on the product itself.

2. Introduction

Byung - Chull Lee started his first business in Korea by selling dried fish, fruits and vegetables. Later, after 40 years he started investing in chemical and petrochemical industries. Only in1969 Samsung Electronics was founded in Korea and quickly became one of the leading manufacturers in the Korean market. In the initial period a boost to growth is derived from the booming consumer electronics industry, they became one of the world’s leading companies specialised in medias, memory and system