Marketing Strategy Analysis - SAMSUNG case
Table of Contents
INTRODUCTION 3
QUESTION ANSWERING 3
1. Question 1 3
2. Question 2 6
SWOT analysis of Samsung 6
TOWS matrix analysis 8
3. Question 3: 8
4. Question 4: 10
Conclusion 11
Executive Summary 11
Personal experiment 11
List of References 13
List of Tables
Table 1: Brand ranking by value in 2005 5
Table 2: SWOT of SAMSUNG 7
Table 3: TOWS matrix of SAMSUNG 9
List of Figure
Figure 1Brand Value from 2001 -2005 5
INTRODUCTION
In every successful business, marketing plays an important role in its performance in the purpose of maximizing the brand value. Marketing is the process which combines both strategy and tactics in order to build up the relationship with customers and create value for both buyer and seller. (Definition of Marketing, 2014). According to Marian, B. W. (2007), the marketing environment nowadays has become extremely fierce and dynamic, a marketing strategy needs to be updated in order to maintain the competitive strength. An efficient marketing strategy is not only has ability to adapt a change in the market but also satisfy the customers’ minds at the same periods. Therefore, there is no marketing strategy could maintain forever but should change at every different suitable situation. To do so, a company might have several alternative plans which probably promptly implement in necessary cases.
Samsung Inc. is one of the outstanding samples in term of successful marketing strategy. Samsung was established in 1938 in South Korea from the modest company to the global corporation with the annual turnover of over $USD 100 billions. Samsung has generated the business into three majors: “electronics, engineering and chemicals. This paper is going to examine the marketing strategy which Samsung has applied and give out lessons and recommendations in order to prepare for the future growth.
QUESTION ANSWERING
1. Question 1
Samsung was from the modest company, currently has developed magically to the multi-national conglomerate. Efficient
INTRODUCTION 3
QUESTION ANSWERING 3
1. Question 1 3
2. Question 2 6
SWOT analysis of Samsung 6
TOWS matrix analysis 8
3. Question 3: 8
4. Question 4: 10
Conclusion 11
Executive Summary 11
Personal experiment 11
List of References 13
List of Tables
Table 1: Brand ranking by value in 2005 5
Table 2: SWOT of SAMSUNG 7
Table 3: TOWS matrix of SAMSUNG 9
List of Figure
Figure 1Brand Value from 2001 -2005 5
INTRODUCTION
In every successful business, marketing plays an important role in its performance in the purpose of maximizing the brand value. Marketing is the process which combines both strategy and tactics in order to build up the relationship with customers and create value for both buyer and seller. (Definition of Marketing, 2014). According to Marian, B. W. (2007), the marketing environment nowadays has become extremely fierce and dynamic, a marketing strategy needs to be updated in order to maintain the competitive strength. An efficient marketing strategy is not only has ability to adapt a change in the market but also satisfy the customers’ minds at the same periods. Therefore, there is no marketing strategy could maintain forever but should change at every different suitable situation. To do so, a company might have several alternative plans which probably promptly implement in necessary cases.
Samsung Inc. is one of the outstanding samples in term of successful marketing strategy. Samsung was established in 1938 in South Korea from the modest company to the global corporation with the annual turnover of over $USD 100 billions. Samsung has generated the business into three majors: “electronics, engineering and chemicals. This paper is going to examine the marketing strategy which Samsung has applied and give out lessons and recommendations in order to prepare for the future growth.
QUESTION ANSWERING
1. Question 1
Samsung was from the modest company, currently has developed magically to the multi-national conglomerate. Efficient
References: BBC (2012). “Apple awarded $1bn in damages from Samsung in US court” [Online] Available from: http://www.bbc.co.uk/news/technology-19377261 [Accessed: 6th November 2014] Definition of Marketing (2014). What is Marketing? Tutorial Gregory, L. (2005) Global Marketing Strategy. [Online] Available from: http://www.samsung.com/us/aboutsamsung/ir/ireventpresentations/analystday/downloads/analyst_20051103_1600.pdf [Accessed: 27th October 2014] Kristijan, L Lan, H. (2014). Chien luoc cua Samsung lo nhieu diem yeu. [Online] Available from: http://vnreview.vn/tin-tuc-kinh-doanh/-/view_content/content/938438/chien-luoc-cua-samsung-lo-nhieu-diem-yeu [Accessed: 6th November 2014] Luke, W Marian, B. W. (2007) Essential Guide to Marketing Plannin. 2nd Ed. England: Pearson Education Limited Phillip, K Samsung (1995) Employment [Online] Available from: http://www.samsung.com/us/aboutsamsung/corpcitizenship/environmentsocialreport/environmentsocialreport_Welfare.html [Accessed: 6th November 2014] VietnamMarcom (2012) Strategic Marketing Yukari, I.K. and Ian, S. (2011) Apple: Samsung copied design. [Online] Available from: http://online.wsj.com/articles/SB10001424052748703916004576271210109389154 [Accessed: 7th November 2014]