Samsung Case Study 2013

Improved Essays
Samsung as a company is weak in the fact that it focuses on too many products. Kovach (2014) states, “We’re already seeing signs that Samsung’s strategy in 2014 is to essentially flood the market with as many different types of tablets as it can.” The problem in too many products is that it leads to the problem of product differentiation (Finch, 2012). Samsung by offering too many tablets may fragment their production and this may discourage investors who may feel like the streamlined production is more stable in the long-term. Another weakness is the low profit margins obtained from the big volume sales of Samsung tablets compared to other top vendors such as Apple. Apple Company has throughout the years managed to maintain their premium brands …show more content…
Samsung has been the leading market in its products owing to the blend of the marketing mix to meet the consumers’ needs. Samsung has a wide array of products ranging from portable electronics such as mobile phones, cameras, and tablets, to household electrical appliances such as televisions, fridge, microwaves and other products used in information technology such as laptops and printers with their accessories. The company further diversifies their product of tablets by introducing various models of tablets that differ in hardware, software, screen size and even display. The cutting edge technology used in making of the tablets has placed Samsung next to Apple and they share the global electronic market. While considering the marketing plan of the product (tablets), one needs to forecast on what the consumes want. Many people prefer slim, portable, and sizeable tablets that are easy to carry around and at the same time provide operating advantages such as a fast processing speed. One also has to consider the price of a product so as to command the attention of a wide target market. According to Sudhkar (2013), a study to investigate the level of satisfaction of customers with Samsung products and services had 46% of the population reporting them as very good with only 3% considering them poor. Consumer satisfaction with a product means that they approve the quality, price and customer service which 97% of the population agrees to and only 3% feel that the company has failed. Samsung tablets meets the above specifications of product blend in the market mix. The main brands of Samsung products include the Samsung tablet, Samsung galaxy tablet, the Samsung note tablets. From these three prototypes, other various products differing in size, product specifications (software specs) and prices have emerged. The marketing strategy applied

Related Documents

  • Superior Essays

    However they had to pay a hefty fine to Apple and the case was resolved (Kane and Sherr, 2014) (CNET, 2014). Samsung found its way into the market by commercializing and through advertisement. Samsung has spent widely on advertising on most of their smartphones like the S5 and Note 3. They try to attract their customers by advertising through forms of media like brochures, videos, photos etc.…

    • 1144 Words
    • 5 Pages
    Superior Essays
  • Improved Essays

    Rhetorical Analysis Apple

    • 1249 Words
    • 5 Pages

    Rhetorical Analysis Paper Why I won’t buy an iPad (and Think You Shouldn’t, Either) by Cory Doctrow The article written by Cory Doctorow published in BoingBoing is a assessment of Apple device which is iPad. During the time when the author made his remarks on the devices, it was among the recent products to be released in the market by Apple Company, yet it was not that popular among the people because of its price. Cory, bring a fanatic of technology, he makes several remarks on the Apple’s new product on the market. He began as a program writer and at the end, he currently an author and a blogger (Cory, p 44).…

    • 1249 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    Amazon Macroeconomics

    • 611 Words
    • 3 Pages

    The leading tablet on today’s market is Apple’s IPad and IPad Mini. A market is created whenever the producers and consumers are brought together. The Apple devices offer a desirable brand and a good service to go along with it. With Apple topping the charts other companies suffer. Amazon is reported to have only output one percent of the total tablet market; whereas, Apple and Samsung made up a total of forty two percent.…

    • 611 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    Out of all the social media out Samsung would use I think the biggest two would be Facebook and YouTube. Facebook will be a great medium to market one because is ever grown which mean you reach age group 13 to 50 with in the blink of an eye. Facebook also has a mobile components which allows for you to advertise to consumer even where there not on a computer or tablet. The second most valuable site to market on is YouTube because people watch it more than TV. Before you watch any of your favorite videos on this site must site the quick 30 sec commercial.…

    • 773 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Samsung, founded in the year 1938 in Taegu, Korea embarked on its glorious journey with a small trading business. Since then the company has transformed into a colossal multinational conglomerate. Over the coming 2-3 decades the company the company ventured into retail, textile and food processing mainly. The company around the late 1960s entered into the business of manufacture of electronic goods, the first product being the black and white television in 1970. By late 1980s the company shifted all its efforts to be a major player in electronics and technology market.…

    • 934 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Paradox Of Samsung Essay

    • 1031 Words
    • 5 Pages

    References Khanna, T., Song, J., & Lee, K. 2011. The Globe: The Paradox of Samsung’s Rise. Harvard Business Review, July - August,…

    • 1031 Words
    • 5 Pages
    Improved Essays
  • Great Essays

    2.1 Summary of Proposed Strategies Lenovo has to segment based on group ages and focus mainly on millennials , but in order for Lenovo to stimulate their interest with the product they need to modify some features in the phone for example the camera quality and pixel density . Targeting millennials will increase sales by a good percentage, as they will help market the product in various ways, whether by word of mouth or through their social media posts. In addition, Millennials use of the product will influence baby boomers. It is worth mentioning that millennials prefer using prestigious brands, hence it is essential for Lenovo to improve their brand image; by creating superior value to their customers by adding differentiated features to…

    • 1360 Words
    • 6 Pages
    Great Essays
  • Great Essays

    At this stage, the consumer assesses their satisfaction regarding whether the purchase of the iPad satisfied their needs and wants. This stage is important because how the feelings by a consumer regarding the purchase of an iPad are likely to inform whether he or she will purchase the product again. Likewise, they may also provide a basis for the negative or positive influencing of other consumers. Consumers are lley to assess the iPad in regards to its benefit and value against the price. The iPad is a high quality product with exquisite functionality.…

    • 1489 Words
    • 6 Pages
    Great Essays
  • Improved Essays

    Many of other inexpensive Android devices and smartphones created by Asian manufacturers have done very well. However, the high pricing of Apple products could be a potential downfall due to its pricing strategy. They should reevaluate the brand’s approach to advance in the global markets. MacBooks, the Apple Watch, and Services are all opportunities that Apple has and should take advantage of them. MacBooks has steadily maintained resilience amongst the other products.…

    • 1362 Words
    • 6 Pages
    Improved Essays
  • Improved Essays

    Previously, Samsung devices were mostly made of plastic and, there have been many who hoped that the company would improve their build quality by moving away from plastic. Samsung began to use metal with the Samsung Galaxy Alpha and their Galaxy Note 4 which had metal frames, even if both still used plastic back covers. Now, with their latest series of smartphones, Samsung has upped their build quality, presenting two mid-range devices with premium unibody metal…

    • 1020 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    Samsung electronics has been around for decades and has expanded in many ways. In 1938 Lee Byung- Chul founded Samsung Electronics, originally manufacturing televisions, calculators, refrigerators and etc. In 2012 it was known as the one of the largest conglomerate companies that had an overall revenue of $248 billion. To become a conglomerate, a company must enter an industry that has no relationship to the industry in which it currently operates. Samsung became a conglomerate because it was involved with different industries such as electronics, chemicals, shipbuilding and construction.…

    • 769 Words
    • 4 Pages
    Improved Essays
  • Decent Essays

    Samsung Marketing Strategy Not too far ago, Samsung wasn't as popular as now. They struggled to keep up with the smartphone market, but now Samsung has progressed so much that they are the main competitor of the Apple Inc. Furthermore, Samsung is the largest tech business by revenue and seventh most valuable brands today. What helped Samsung to become an industry leading technology company, was the marketing strategy they applied. The Samsung marketing strategy was one of the most effective strategies ever created because it helped a cost-driven company to change its structure and become an authority manufacturer.…

    • 1200 Words
    • 5 Pages
    Decent Essays
  • Improved Essays

    Samsung hierarchical structure consist of the CEO, Chairman, Wise Chairman, CSR committee and eight directors and other managers in charge of different departments and also of bureaucracy in which orders are passed down along the chain of command. Vision Vision for the future of Samsung Electronics is "Inspire the World, Create the Future". This vision is at the very heart of Samsung promise to lead innovations in technology, products and solutions that encourage communities around the world to join our ambition for creating a better world full of better-off digital experiences. • Infotainment o…

    • 755 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Samsung Strategy Analysis

    • 1235 Words
    • 5 Pages

    In terms of the performance imperatives: quality, speed, dependability, flexibility and cost. According to Quentyn(2013), in the beginning they were quit worried about their quality against other mobile phone. At first they were using plastic designs and everyone have move on metal or higher quality plastic design. Eventually, Samsung is producing a very good quality mobile because they are using aluminum instead of plastic. It makes consumer choose their…

    • 1235 Words
    • 5 Pages
    Improved Essays
  • Great Essays

    Making an analysis for Samsung that examines such questions in the organization can help or maintain the organizations effectiveness. In this case, Samsung needs a little help maintain its effectiveness to produce reliable products especially after the recent reported number of exploding devices coming from their company. This level of framework would also help Samsung because it would allow the organization to reflect and help them develop fresh strategies to restore their public…

    • 2204 Words
    • 9 Pages
    Great Essays

Related Topics