Marketing Principle

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Table of Content:

1.0 Introduction………………………………………………………...3 2.0 Marketing Strategies:
2.1 Products………………………………………………………………………….5 2.2 Promotion……………………………………………………………………......5 2.3 Price………………………………………………………………………………7 2.4 Place………………………………………………………………………………8 3.0 Competitor analysis………………………………………………....9 4.0 Conclusion………………………………………………………….11 5.0 References…………………………………………………………..12

1.0 Introduction:
Samsung Group is a Korean company for electronic products in different areas and some component business. Samsung Group started as a small-scale export business in Korea in 1938. It focuses on transporting vegetables and other food to China and expanded into a larger company as time changes. In the period of 1970 to 1979, the strategy of this company changed. The set up Samsung Shipbuilding and Samsung Precision Company, they also start to do the household appliances. The most important thing is they purchased 50% of semiconductor in Korea, this change helped them became a leader at electronic and semiconductor industry. Following the next 10 years, Samsung Group entered the global market. Overtime, Samsung Group keeps researching and innovating technology, and developed the digital frontier for television and smartphone. In the 21st century, they led digital age to a huge change. (Samsung.com)

The management philosophy is “To devote our talent and technology to creating superior products and service that contribute to a better global society”. (Samsung.com) The company has five key values to make their work better, which are, people, excellence, change, integrity, and co-prosperity. Samsung Group tries to use these five principles to create a better working environment for the staffs, follow the laws, and respect every customer. (Samsung.co.uk) This is one of the reasons why Samsung Group is so successful now. According to the statistics in 2011, the employees in Samsung Group increased from 254,000 to 369,000 within 2006 to 2010. Within the same years, the net sales increased from 158.9 billion dollars to 220.1 billion dollars. During the same period of time the net income also increased from 12.9 billion dollars to 21.2 billion dollars. (Samsung.co.uk)

(Samsung.co.uk)
Samsung Group is constantly innovating and inventing new products, which have helped them built a good public image. In recent years, apart from smartphones, digital cameras and other products, they have invested in a new product called Samsung Galaxy Tab. This product is a table personal computer and is very popular now. In this report, we will use SWOT and 4P theory to analyse the Samsung Company and one of their products, which called Samsung Galaxy Tab.

2.0 Marketing Strategies
2.1 Product:
Samsung Group has a lot of different products in different areas. They have two main different areas for electronic equipment; one of which are products such as mobile phone, personal computer, and camera. The other one is household appliances area such as television, DVD player, washer & dryer, microwave and so on. They not only make accessories for computers, TV and other products, they also focus on the component business. The Samsung Galaxy Tab, which is a table personal computer, is a very popular product now. I will be focusing on this product and elaborate on it. The Galaxy Tab has two-generation right now. There are tab 1 & 2, which are called galaxy tab 7.0 and 10.1, it also distinguishes from 3G-type and Wi-Fi type. Both of two types of Galaxy Tab are using the newest Android Honeycomb 3.1 operating system. The unique selling point of Galaxy Tab can divide into three parts to introduce. The first one is from entertainment function. First of all, the new galaxy tab has two camera located in the front and the back. This makes it easier to take photos and have video call with other people. It has 3 megapixels and x4 digital zoom that can improve the quality of the picture. The music hub can let you enjoy the different types of music....
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