MARKETING STRATEGIES FOR THE SAMSUNG SMARTPHONE

This is significant since it is the period that has seen tremendous technological innovation occurring at a faster rate, hence new products are being introduced and utilized in the market. This research papers commences by looking into the company`s mission, as well as the goals of Samsung company. Furthermore, the paper will assess and evaluate not only the internal environment but also the external environment of the company. The marketing mix strategy of the Samsung company will be addressed in the introduction section of the research paper. The four elements of marketing mix for Samsung Company will be assessed to enable one have a deeper understanding of the company`s marketing strategies. I would also like to thank Samsung Company for granting me access to valuable information concerning the company.

TABLE OF CONTENTS 1 INTRODUCTION. 1 SCOPE. 2RESEARCH QUESTIONS. 9 2 LITERATURE REVIEW. 1 Porter's Generic Strategies. 1 Lower Cost. 2Differentiation. Broad Target. 4 Narrow Target. 1 Product (Samsung Galaxy S series) Life Cycle. 1 Product description. 2 Packaging. 2 Promotion. 4 Place. Its size lies between the size of tablet, as well as ordinary smartphone. For instance, Samsung Galaxy Note. Ad: refers to advertisement. Android: refers to operating system which was introduced by Google company which is used by smartphones, as well as tablets that that contain touch screens. OS: refer to software operating systems which drive devices like smartphones, mobile phones, as well as tablets. The Apple`s iPhone and Android phones have continued to compete in the market. Therefore, most mobile phone companies have invested heavily in creativity and innovation to outdo their competitors in the market.

In Europe, Samsung company has emerged as the leading manufacturer and distributor of smartphone in in the recent times. In 2012, research conducted by ComScore indicate that Samsung company had 32. 2% of market share. Samsung Galaxy smartphones utilized operating systems involving Android. the first window gargets were initiated in 2012. The company uses product mix strategy to offer diverse products that target different category of consumers in the mobile phone market. For instance, Galaxy music for consumers who are interested in music. Galaxy S3 was introduced in the market for those consumers who have creative, as well as innovative ideas involving theme and for those consumers who like small and portable gargets. The success that Samsung company has achieved can be determined by factors that are beyond the scope of marketing plan.

However, this study is focused on marketing approach determinants that influence the operation level of Samsung company globally. The purpose of this research involves considering the firm`s decisions on marketing of smartphone. The study focuses on the perception of customers involving marketing approaches that Samsung company has utilized. Research Questions The main focus of this paper is to evaluate the marketing plan of the Samsung company and the particular decisions that the company has utilized in marketing and advertising of its smartphones and related products. The values of their customers is an important aspect that they should put more consideration and ensure that they have great knowledge that will boost their relationship with customers. By understanding the various aspects and capabilities of a company, it is important to highlight the effective strategy that can be applied in achieving the goals of the company.

This strategy can be defined in the mission of the firm and give appropriate ways that guides the company to effectively undertake various proponents. According to (MacDonald 110) the mission statement of a company is a unique type of statement dominating the justification of the company. It is mostly identified by the various value, market segments and skills that is provided. The company is dedicated in meeting key activities that will enable them meet with new markets and become the leading industry to be followed by others as an example (Samsung 2013). Figure 2. Vision 2020 (Samsung, 2013) The main mission of Samsung is concentrated on the effective establishment of appropriate brand and the leading innovation of the established new markets. The company has been reputed of wanting to change the manner in different ways to enable it to effectively operationalize in the right direction that will help it accomplish great successes.

This aspect has been seen when Samsung lost a high profile case to iPhone after they had been subjected to different accusation of violation of key patent policies. They have pioneered in the production of a lot of electronics including Television sets, home theatres, phones and other types of electronics. Recently, Samsung is considered one of the best electronics company after Apple. Marketing mix The marketing mix of the company has a key role in establishing essential strategy that was applied by Samsung in order to be reputed as the best company in the market of Smartphones. The marketing mix disclosed significant strategic options undertaken by the company. The mix came up with proper definition of pricing strategy, promotion, and the distribution channels that have facilitated most of the aspects of development that formed the production of mutually satisfying product brands.

Samsung smartphones are usually produced using the best technology ever that exceed any other models in the market. the product is usually very unique from the physical appearance to the applications as well as functionalities. It comes with different customized features that trend effectively making it to be even more attractive to possible consumers. In fact, the company recently discovered the fourth generation of Galaxy S4. The Samsung Galaxy smartphone series which is based on Android application is very unique. Samsung applies promotional strategies across different media platforms that will help in creating a sale chain. The internet is the major tool that they use to realis greater sales. Price Price is usually the determining factor that makes a product to sell or to remain dormant in the market.

charging the customers highly might affect the effectiveness of the product in due course. Huang (116) states price is usually what the client is willing and able to pay in order to become the rightful owner of the product. As such strategy management is an important aspects as far as the ties between the company and its customers is concerned. There are many systems of distribution that has intermediaries that contains the wholesalers and retailers. According to (MacDonald 115) respective suppliers must always make a decision on how and where to direct his or her marketing effort to help him or her reap maximum benefits from the deal. Such idea is detailed in the push approach in which the focus of attention is on the intermediary to make enormous sales of products.

Also the focus can also be directed to suppliers in the case that the emphasizes of the supplier relies much on the creation of demand to provide confidence to the associated intermediaries so that he can deal with the product well. Precisely, there is some aspects of low quality characteristics that makes clients adamant to accept. Differentiation Differentiation has got competitive advantages that promotes the products that customers have different perception about it. Such difference can be made by experience, application of promotional strategy of all sorts ranging from the word of mouth among other promotional strategies. In essence differentiation of a product physical characteristics can be painted by the products features. Broad market Broad market covers a wide target market that is usually used to the competitive advantage of the low cost in big firms thereby providing products that are already standardized (Tansey, John and Meng 710).

In the case of samsung smartphone marketing mix. Smartphone differentiation is depicted in its price and products. It can be said that samsung is applying the use of physical as well as non-physical features for product differentiation so that they can be unique in the market in their own special way and to command the much needed attention than their competing rivals. Also, physically the aspects of differentiation is seen in the manner that samsung designs its phone and phone color. Moreover the non- physical features can include S4 innovative technology. This concepts faces intense competition in the environment that has smartphone. In addition, a firm can succeed in case that the firm creates its own products. Research shows that a firm can get a lot of benefits if the firm can focus on small scale market instead of the entire market.

Smith puts it that market segmentation is like homogenous markets with segments, as such a customer can develop higher segment satisfaction. It is widely evident that the use of segmentation strategy promotes usage of segment of small markets thereby making people to target suitable products for a specific class of customer (Weinstein 29). The physical features can be clearly grouped in the customization possibilities for instance phone colors, phones designs as well as variety of colors. Princely the non-physical can be well grouped as innovative technology with its features that is used on the S4. Also, Galaxy S4 smartphone has valuable software. Samsung has as well affected the use of front and back camera devise sensors which gives the company’s product differentiation advantage over their competing rivals.

The company has also used segmentation strategy by considering the earlier form of galaxy as well as S4 devices that are differentiated from each other with respect to price and products futures. Survey is used in this study mainly to help the researcher collects the necessary data for the analysis of this study. The advantage of using the survey strategy is that it saves both time and the resources where the resources cannot get wasted. Survey is good for this research since the targeted users are selected randomly and the respond or the feedback is collected by the used of a structured questionnaire. Other major advantages of employing the survey techniques is that it can be easily understood, authoritative and is also easy to explain to the user of the product.

Survey data which are collected using the questionnaire are categorized as qualitative data and can be therefore analyze qualitatively. Several issues will therefore be collected through this method which are addressing the marketing strategies of Samsung products. unstructured interviews are managed by the use of the perceptions of the respondent. Through the unstructured interviews, the researcher will be able to identify and analyses the literature for the consumer behavior. Information about the consumer behavior are important as it can help the manufacturer manufacture an appropriate product to the market that will meets the needs of the consumers. These are the important information to the market as they can be used when making the decision of the company. Other factors are the perception that people have concerning the products promotion.

Only twelve question which are linked to providing the necessary information for Samsung marketing were used in the questionnaire. The questionnaire was used with an approximate of twenty-five respondents. The target of the questions which were formulated were to give the respondent an opportunity to demonstrate his or her perception toward the marketing techniques that are used by the Samsung company. Suggestions and the feedback was also covered in the questionnaire. The seventh and the next question in the survey paper addresses the perception of the mobile users on the marketing strategy. It will be effective if the section is done just after the attribute concerning the quality of the product has been collected. From the information given by the public, the knowledge of the quality of the Samsung products will be derived.

The price of the varying varieties of Samsung is addressed in the ninth question of the paper. This question will provide the literature whereby the researcher will derive the buying decision of the consumers. SWOT analysis of the company is also a way where the company gets acknowledged about the weaknesses and the threats towards the success of the company. The realization of the market opportunities by the industry can stimulates the attempts to get these opportunities get utilized. One way to evaluate the appropriateness of the strategy that the company employs in marketing its commodity is through the study of the life cycle of the products since its production to the last stages of consumption. Two models which varies have been used to an evaluate the suitability of the strategies that are used by the Samsung company.

ANALYSIS OF SAMSUNG’S MARKETING STRATEGY SWOT Analysis In order to understand the environment of the smartphone marketing, it’s acceptable and efficient for us to employ the use of SWOT analysis. This ability enable Samsung as a company to be strong over other similar devices. Galaxy S4 a smartphone produced by the Samsung Company is the strongest device which can be connected to many additional operating systems. Apart from this property by the smartphone, the phone is able to meet the customer’s specific needs without any imitation from another company dealing on a similar product. (b)   An expansion in the company’s marketing strategy According to the statistics on the market share, its evident that Samsung leads the other pack by a share of 35 percent.

Compared to its competitors, the company has supplied huge number and quantities of phones. The company has been able to develop easier methods in which requires or needs less money and time usage. This case has made the cost of production of this product in the company to be minimized and less time applied. In conclusion, the strengths stated above can be supported by the collection of data which was made from random selected individuals. Here the respondent or the individual is a sked to state the availability of the operating system on their phones to ensure that the company ensures the quality of the product and its cheap cost of production.   Weaknesses (a)                The presence of the various violations facing the company’s production.

(b)                There are substitutes in the market, thus posing a threat to the wellbeing of the company. (c)                The increased rate in the innovative nature and the changes in the technological field also poses a threat.    Market mix Consumers in the company usually have their needs and preferences among the Samsung devices. The company usually consider all this and ensures that their needs are met. In order to meet this needs, the company tend to formulate strategies which are mainly designed to provide all the needs that the consumers need. The company is currently adding new features to the product such as high feature camera, the removable micro SD card and the removable battery. This with the main aim of the company to be in the frontline in the smartphone market position.

This added new features has seen it easy for the consumers when working on files thus making them develop an inner interest in the technology. Packaging The Galaxy S4’s packaging comprises the usage of the box features such as the wood surface. The packaging attracts mostly the business individuals especially the high social class whereby the quality and standard of the wood for instance surface box is of high quality which has attracted more willing and able users of the products. The company decided to design its products’ color in relation to the consumers’ demand which increased their customers base in the market. The company increased on the total number of sales in the market hence more revenue generation which enabled the company to operate efficiently.

Nevertheless, the Galaxy S4’s major competitor in the market is the flagship S. this posed a direct stiff competition in the market since their quality of the products was also appealing to the customers. The two types of the Galaxy products 8 years ago won the awards in the European EISA which showed clearly that their customer base was increasing relatively to all parts of the world. In conclusion, the products of the Samsung company have segregated themselves from the market base because of their adequate availability of the internal storage capacity. Therefore, majority of the customers in the market will automatically go for the best products in the market which offers the Galaxy S4 an added advantage over its major competitors thus more sales revenue and profit maximization.

Promotion The Samsung Company has invested heavily on the promotion of its products in the market since it widens its market base in different parts of the world. The company involves itself actively in the sporting events such as the Olympic games sponsorship and sponsoring some of the successful football clubs. The market mix has utilized and increased in the showcasing and introduction of the new products and technological advancement in the market. The Samsung company was in a position in apprehending the market by offering the incomparable points on their products as compared to their competitors which are not in the position to do so. The products of the company are of high quality and standard which has enabled the company in meeting the consumer demands in the market.

The company has also created awareness in the public by carrying out a massive advertisement of the products thus increasing on their total number of sales. The company has also expanded on its advertisement by coming out with the numerous website which functions well by advertising and communicating the products information to the customers in the market. The company has also extended their advertisement of the products by encompassing the usage of the social media cites such as the YouTube and Facebook. Differentiation method is another way where this value can be attached which involves the copying of the threats from other firms. Through the above analysis of the Market structure of the Samsung company, a demonstration that the company can employ various models and suits its operation is illustrated.

Three strategies have been selected for discussion in this paper, these are Smith’s differentiation and segmentation strategies and the last strategy being Porters’ Generic strategies. In relation to the data collected, two strategies have demonstrated to exactly fits for this kind of business. The elements that helps us in identifying this is the knowledge of the market situation which helps us know the strategy that is appropriate. Regarding the percentage of the respondent, the application takes 55 percent, price 30 percent and only 5 percent indicates that they purchased the phone when they were convinced by the advertisement. Although the phones posse’s smart application, most of the users do not utilize them. It is only an approximate of 26 percent who uses the application while 74 percent does not use the application.

Figure 7. Reasons for purchasing Smartphones Marketing Mix Analysis (consumer perception towards marketing strategies) Consumer perception to the product Samsung products possess different perception from the consumers when they are purchasing and using the phone. Galaxy series S4 was made perfect such that the competitors will not meets its high quality. It is apparent that the phone was design such that the competitors will not have any advantages over the occupation of the market. Different unique features have been placed in the Galaxy S4 which the other smart phones do not possess. These features comprise of faster processing speed and the large screen of the phone. Figure 9. For this circumstance, the company will have the ability to keep up the minimal effort in the market.

This development urges the company to beat the markdown scheme that its opponents offer to the clients. Despite the way that it is troublesome for the company to keep the minimal effort in the market, the company is made plans to get and keep up the inimitable nature of the bit of the pie. The extension in the bit of the general business for the Samsung company is progressed by its right picture and the cost that backings its customers in their estimation of money. The company is powerful in working up another sort of mobile phone and dispatches it with a little cost all around. For this circumstance, the company will have the ability to think about an OK restricted time plot which can't be done by some other contender.

The arrangement for the headway will help the compan6y increase the number of offers which they can impact the company to win in its market errands. The forcefulness in the Samsung advancing is clear from the data assembled where a substantial number of the respondents avow that they have gone over the notice for the Samsung company. CONCLUSION In conclusion, we can confirm from the analysis that the products if the Samsung company has won the global market. The key reason and the factor to this achievement is the capability of the company to make innovation, the creativity within the industry and the good designs for the product. The choice that the company uses as a piece of exhibiting their things are the bases for the achievement in the advancing of their make.

As appeared under the territory of the promoting mix, the company has utilized the partition framework in displaying the Galaxy S4. The fragment is isolated well with the true objective that the necessities of every customer are met. Besides, original design features are combined with the true objective that the company outgo the opponents in the market. The idea of the things is improved due to this joining with the original features. In my view, ethics is a moajor issue within the company that needs to be review, each of the worker of the Samsung company needs to practice ethical behaviour suh that the company will maintain the existing consumers. Works cited Borland, Helen, and Adam Lindgreen. "Sustainability, epistemology, ecocentric business, and marketing strategy: Ideology, reality, and vision.

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