Samsung Case Study 2013

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