Samsung S4 Marketing

Topics: Mobile phone, IPhone, Smartphone Pages: 8 (3101 words) Published: May 8, 2013
Case Study Analysis
Samsung Galaxy S4
Samsung, a giant conglomerate and member of the Fortune Global 500 list, started off with humble beginnings. Founded in 1936 as a small trading company in the small town of Taegu, Korea it began by selling, “dried Korean fish, vegetables, and fruit to Manchuria and Beijing.” ( It quickly became one of the leading companies in Korea and the world by diversifying in many different industries ranging from heavy machinery, petrochemicals, and the topic at hand electronics. The roots of its’ electronics division began in 1969 with the founding of Samsung-Sanyo Electronics ( History). With the division in place and the beginning of the digital age Samsung broke into the smart phone market and is currently unveiling its new product, the Samsung Galaxy S4. Internal Environment

Mission Statement
When taking a look at Samsung’s Mission Statement, “At Samsung, we follow a simple business philosophy: to devote our talent and technology to creating superior products and services that contribute to a better global society.” (Samsung .com Values and Philosophy), one sees that it promotes the advancement of its products with a talented staff of employees. This all leads up to a superior product that is a leader in its market. Organizational Structure

Samsung has an organizational structure focused on many divisions. These range from, “Electronics, Machinery & Heavy Industries, Chemical Industries, Financial Services, Miscellaneous Other Companies” ( Affiliated Companies). With proper division of labor among its different divisions and companies Samsung hopes to produce many great products into different industries. The Galaxy S4 is a machine that is solely focused on by one aspect of the parent company, the electronics division. Division of labor allows for there to be the right allocation of talent to make the S4 “the next best thing”. Corporate Culture

The corporate culture of Samsung is surmised in one quote "Inspire the World, Create the Future." ( Vision). This vision statement shows the forward thinking of Samsung and this idea is especially important in the smart phone market, because if you settle for the status quo you will get pushed into the wayside. Current Marketing Mix

Product – Samsung Galaxy S4
The core product or core use of the Samsung Galaxy S4 would have to be the ability to make calls and surf the internet. This is what separates smart phones from your basic no frills mobile phone. Actual

The actual product consists of things such as the feature and specs. Things that differentiate the Samsung Galaxy S4 from the Galaxy S3 include a change in available colors, from a plethora with the S3: red, green and blue, to two options with the S4: white and black (Williams). Another change is the increase in computing power from the previous generation to the new one. This is showcased with an eight-core processor in the S4 compared to the quad-core processor in the S3, as well as a doubling of the ram from 1GB to 2GB (Williams). Size of screen has also gone up with the S4 and a camera upgrade has also been put into place (Williams). Software upgrades in the phone include, “extras that let you interact with the phone without touching the screen, let you replace your remote controls with an app, translate emails and texts on the fly and let you scroll through text by tilting your phone” (Williams). Augmented

The augmented product consists of things not relating to the phone including warranty and customer service. Samsung has a website focused on support for troubleshooting their product as well as a phone number to contact a technical representative (Samsung Help & Troubleshooting). The warranty for the Galaxy S3 and S4 lasts for 12 months (Samsung Warranty). Pricing

Pricing for the Samsung Galaxy S4 has unfortunately not been released, however pricing for the S3 has historical data. The retail or no contract...
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