Marketing Analysis for Samsung

MARKETING ICA2

Class
Tutor

:
:

BM8019-01
Ms Erica Fong

Group Members
Lee Chze Liang
Lee Kai Koon
Neo Teck Chong
Neow Chew Keong
Ng Kok Hwee

12A388K
12A389D
12A394R
12A395E
12A396L

TABLE OF CONTENTS
1. INTRODUCTION …………………………………………….

2

2. SURVEY RESEARCH …………………………………….
 Research Objectives
 Contact Method
 Sampling Plan and Survey Questions

2–3

3. CUSTOMER
…………………………………………….
 Demographic Factors
 Psychographic Factors
 Behavioural Factors

3–4

4. MARKETING MIX
 Product
……………………………………………..
 Price
……………………………………………..
 Place
……………………………………………..
 Promotion ……………………………………………..

4–5
5–7
7–8
8 – 11

5. CONCLUSION AND RECOMMENDATION ……………..

11 – 12

6. REFERENCES

……………………………………………..

7. APPENDICES
 Appendix 1 – Survey Questions ……………………..
 Appendix 2 – Survey Results
……………………..
 Appendix 3 – 3 Level of Product for Samsung ……..
 Appendix 4 – Price Compared to Competitors ……..
 Appendix 5 – Samsung Range of Smartphone ……..
 Appendix 6 – Samsung Distribution Channel ……..
 Appendix 7 – Samsung Product Life Cycle
……..
 Appendix 8 – Promotion with Telco
…………......
 Appendix 9 – Promotion with Mega Stores
……..

1

13
A1-1 – A1-2
A2-1 – A2-3
A3
A4
A5-1 – A5-2
A6
A7
A8
A9

1.

INTRODUCTION

Samsung was founded by Byung-Chull Lee on March 1, 1938, in Taegu, Korea, with
30,000 won. Initially his business focused primarily on trade export, selling dried
Korean fish, vegetables, and fruit to Manchuria and Beijing. In little more than a decade, Samsung-which means "three stars" in Korean-would have its own flour mills and confectionery machines, its own manufacturing and sales operations, and ultimately evolve to become the modern global corporation that still bears the same name today.
For over 70 years, Samsung has been dedicated to making a better world through diverse businesses that today span advance technology, semiconductors,
skyscraper,

References: accessed on 25 June 2012 Constantinides E (2006) Porter, M., “Competitive Strategy – Techniques for Analyzing Industries and Competitors,” (New York: The Free Press,1980). Smith, M.F., and Carsky, M.L. (1996). Grocery Shopping Behaviour:A Comparison of Involved and Uninvolved Consumers Aaker, D.A. (1991), Managing Brand Equity. Capitalizing on the Value of Brand Name, Free Press, New York, NY. Romano C, Ratnatunga J (1996). The Role of Marketing, Eur J. Mark, 29: 9-30. Brassington F, Pettitt S (2003). Principles of Marketing, Third Edition, Prentice Hall/Financial Times