Take note that Apple does not invest heavily on traditional advertising and other marketing communication channels. While smartphones would still work without these features, they provide an added value for consumers. Data from market research firm IDC Research Inc. revealed that Samsung has been the leading smartphone manufacturer in terms of unit shipments since 2012. You have entered an incorrect email address! The company is continuous towards the technological innovation and providing the stimulating indistinguishable features to the customers, mobile phone industry is the innovative industry. They have included Samsung in their list because the company is known as a world’s famous brand. In the smartphone industry, the customers have the higher expectations, this is the reason that the companies are continuous towards the technological innovation and companies are launching the new products at the high and reasonable prices in the market (Shepard, 2016). The company was established in 1969 i… The company offers access to its care line to its valuable customers. There is the high competition in the smartphones industry; Samsung’s smartphones are also facing the high industry rivalry. A new technology could create a market or a demand and as an innovator, a company will have an initial competitive advantage. Regarding competitors advantages Samsung is enjoying high-profit margin in the industry, it is the world largest smartphone maker and getting good revenues in the industry because struggling for the benefits in the market, not only in the smartphones but Samsung is focused on the technological aspects of every field or product, so that there could be benefits in the market (Jung-a, 2016). Samsung smartphone has decided on the best budget for the Galaxy S8 smartphone and it is known that it would be a premium device in the market, the customers will be happy to buy these products and thus, the company can recover its market share (Reuters, 2017). The company also partners with retailers and network carriers in other countries to help them with the distribution of Samsung Galaxy products—especially through varied sales promotion strategy. Competition is intense in the industry because the competitors have the diverse products or smartphones for all types of customers in the market, Apple iPhone is admired by its customers. The major objective of the company is to brand itself as a synonym for quality so when it comes to buying quality products customers choose Samsung. Though proposing additional services customers can be motivated (Kang, 2016). Thus, the company is growing in the market with the continuous efforts; the Samsung grew stay focused on the high share in the industry and the current smartphone of the company which is S8 have the excellence quality and the exceeds quality because the technological standards are managed by the company, moreover, new Samsung’s smartphones has the special features with the attractive or inferior prices as compared to the technologies the company is giving to its customers. Company Background: Samsung is a South Korean multinational company those starting its business as a small trading company and right now becoming world largest corporation. Today, the company offers three categories under the iPhone product line and several more categories under the iPad product line. Moreover, Samsung smartphone also advertises in the newspapers and other electronic media, the Samsung smartphones also using other marketing approaches so that the customer attention could be grasping, thus, the employees are concerned in order to know about the customer reactions about the phone and its latest digital technology. This is evident from ads coursed through traditional mediums such as print and broadcast as well as new mediums including social media. Instead, the company focuses more on pull marketing strategy in which consumers are pulled or drawn to Apple products. The paper focuses on the Smartphones industry, as the Samsung market is increasing with the increase in the smartphones industry, the company earned the market share of 18.5% in 2016 and growth is still expected in coming years. Psychographic: Samsung caters to those people as well who buy a mobile according to their lifestyle. Samsung is making the great deals with the customers in the market, though, the latest technologies are assumed by the Samsung’s smartphones as providing the additional facilities to the customers. Regarding the industry and market analysis, Samsung smartphones are at the top because the company is facilitating all types of the customers, Samsung is using the effective and the suitable strategies so that the use of their smartphones can steadily increase in the market. These two are complementary. Our website uses cookies to provide us with data and information that can help us understand our website traffic, customize advertisements, and improve user experience and service delivery. SWOT analysis is best to focus on the competitor analysis that is in the smartphones industry; however, it can be used intensely and scientifically (Strauss, 2010). Samsung does this by investing heavily on traditional advertising just like companies such as Coca-Cola and Nike. The company has made a Galaxy segment for urban areas and Samsung Guru Segment for rural areas. Product diversification works best for companies operating in a market populated by consumers from diverse demographic backgrounds and with different psychographics. Samsung forecasts about the best quarterly profit that the company will earn in more than three years. Moreover, Samsung smartphones are compatible with the Apple iPhone in the industry, as the smartphones industry is the innovative segment; therefore, the companies need to focus on the continuous innovation in order to get the advantages in the market. This display remains a viable alternative to IPS display technology commonly used by other manufacturers. This could help in further pulling consumers to the product because of a sustained physical presence. Cecere, G., Corrocher, N. & Battaglia, R. D., 2014. Samsung’s smartphones and the other smartphones with the Android applications example Oppo, Huawei, Lenovo have targeted the budget-conscious shoppers and the competitors are still continuous towards the technological innovations so that maximum customers could be attracted (Chowdhry, 2015). Innovation and competition in the smartphone industry: Is there a dominant design?. Throughout the years since the launch of the first Samsung Galaxy device, the company has introduced several innovations that influenced the direction of the market for smartphones and tablets. Take note that Samsung has virtually created the market for large-display smartphones called phablets. Both share similarities in some design aspects. The company offers cheaper phones as well in the range of $120-$200 While, the mid-range mobiles start from $250 and can be purchased in $400. There are weaknesses of the Samsung’s smartphones as, the company has many smartphone prototypes in the market, and thus, the company suffers the issues of the low return margin. The social networking accounts of Samsung also serve as venue for discussions and announcements. Samsung is also focused on the legal environment. The care network of the company is wider. The marketing strategy for Samsung Galaxy products also involves heavy promotions using a combination of push and pull strategies. Smartphones industry has grown in the recent years in the market; the Smartphones are focused by the companies so that there could be the computing capabilities and effective connectivity. The company has been attributed to popularising AMOLED display technology on smartphones and tablets. Positioning refers to the customer awareness about a brand and its uniqueness as compared to others. Thus, there is something for everyone in Samsung stores. Some appeal to consumers who prefer bigger display screens. Therefore, the marketing strategy of the company is strong and it helps the firm to grow and make progress in multiple aspects. Sams… For the effective marketing strategies the company is making its smartphones through focused on the technological innovation and through diversified product portfolio so that the customers stay loy… However, the Samsung smartphones are most liked in the industry and the trend of using the new Samsung smartphones are increasing in the teenagers, the new product of the company is focused on the recent mobile trends because there are new colors and the best experience provided o the customers. From the aforementioned, the push and pull marketing strategies work simultaneously for Samsung. As mentioned, an innovator will always have the competitive advantage, especially if there is a positive market reception for an innovation. Demographics: The company offers the smartphone for youth under the 16-29 age groups. The quarterly marketing budget was focused and it is known that Samsung smartphones will rapidly recover from the costly failure that was there in the market, however, the Samsung smartphones have recorded the 2.134 million sales in the late March in the year 2017, it is expected that in the recent year, the company will grow in the market as the investors and the analysts expect the growth and the best-ever profit that is quarterly in the month April-June. When it comes to buying an Android phone people prefer to buy Samsung phones. It is important to note that through innovation, a company further promotes it leadership in the industry. Samsung is recognized as a quality and reliable smartphone manufacturer due to its innovative products. This input feature stretches the capabilities of smartphones and tablets. Others appeal to those consumers in search for premium built quality. Products can be positioned on the basis of product attributes and features. Using social media, the company tries to build and maintain relationship with consumers through an online presence. The same is true for the Galaxy tablets. The innovators or early adopters are the current target group of the Samsung’s smartphones S8 because customers are getting high interest on the newest releases. Another threat could be of fast technological variation because companies are focused towards bringing the new technology to the market. As compared with the competitors Samsung smartphones are the most beautiful smartphones because they are designed brilliantly, the company is continuous towards the technological innovation and providing the exciting identical features to the customers. Samsung’s smartphones are also facing the issues of the low-end segment and technological innovation. Thus, the Android was introduced in late 2008 for the consumer market. It will offer comprehensive solutions through the implementation of the latest technology. Operating as a business unit of Esploro Company, we have positioned Version Daily as an information website. The company targets various customers and some of them are young people who adopt fashion and latest technology quickly, executives, business owners, professionals, students, and other common users of mobiles. However, Samsung’s smartphones have very strong position in the market, there are high numbers of the equipment suppliers, and subsequently, suppliers in the industry can bargain and negotiate. Furthermore, Samsung marketing strategies are effective because the customers are satisfied. Samsung also offers discounts to trade partners to motivate them to distribute Galaxy products above competition. Promote products through Samsung concept stores. Samsung smartphone is focused on the location and distribution schemes so that best places could be selected by the company, there is focus on the concepts of channel marketing so that the product can be available at every place in the market. Some manufacturers such as LG and Lenovo are now using AMOLED in some of their mobile devices. Samsung’s smartphones have the low threat of the new entrants because the company has the well-established market; the rate of new entrant is quite low because the new companies have to spend a lot of money if want to compete in the market, it is not easy to make new customers. This is evident from ads coursed through traditional mediums such as print and broadcast as well as new mediums including social media. But the company has imported the same user experience to mid-entry consumers through the Galaxy J product line, albeit some trade-offs such as lower hardware specifications and a plastic form factor rather than a metal and glass body. Through a product strategy that centres on product diversification, Samsung caters to a wider market for smartphones and tablets. However, Samsung smartphone is available in different series, example, and series of Galaxy Note, series of Galaxy Y, series of Galaxy S, series of Galaxy Tab and series of Galaxy Grand etc. Furthermore, both also use AMOLED screen displays—a feature initially reserved for high-end Samsung products. From then companies still struggling in order to make the customer friendly features by providing the customers with the touch screen interface and the efficient virtual keyboard so that there could be effectiveness in the models and there could be customer satisfaction. For example, Samsung offers discounts every now and then, hold sponsor events, and engage with national and international events and festivals. Therefore, the company is focused on the environmental-friendly conditions, as the sustainability and technological advancement is the main objectives of the company in the smartphones industry, Samsung market is also increasing in the market because the company has the objective is to focus on the customers from different social classes or the backgrounds. The company has also maintained accounts in social networking sites such as Facebook, Twitter, and YouTube to purchase ad spaces while also maintaining online presence. It is also an effective strategy to grow a business. Moreover, Samsung’s smartphones can focus on the effective and quality applications so that the customer interest can be developed in the market. Geographic: The company has made a Galaxy segment for urban areas and Samsung Guru Segment for rural areas. Others prefer buying a device that fits their budget and usability requirements. The company offers strong security features so data of professionals is safe and they can reach their data anytime anywhere. The target of the company is not only attracting more customers but retaining loyal customers as well. The marketing strategy for Samsung Galaxy products also involves heavy promotions using a combination of push and pull strategies. Samsung smartphones are getting maximum advantages in the market, as it is forecasted that the company has beating expectations in few months of this year. The marketing mix is focused on the new product new and creative products with the excellent service in the industry thus; the customer service is focused on the trusted performance so that there could be the brand equity. However, the company is performing well in the market and the performances focused on the newest trends and the technologies so that there could be betterment and satisfactory level in order to achieve the higher expectations that are from the consumers. 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The company has adopted different strategies for positioning itself in the smartphone market and some of these strategies are subsequent. Samsung Galaxy is the brand name for a series of smartphones and tablets manufactured and marketed by Samsung Electronics. In a push marketing strategy, a company “pushes” a product or idea through advertising and sales strategies. Regarding the threats of the substitute products is moderate in the industry because people across the world are connected through the communication. The company is offering exciting features, example, the fingerprint scanner and the fast charging capabilities so that the interest of the customers could be developed, however, the Samsung smartphone is known as premium smartphone devices based on its marketing strategies as the company is offering the diverse products. While concluding, it could be said that Samsung’s smartphones have the opportunities in the market, the company need to focus on its products that are failed in the market example Note series, Samsung’s smartphones should focus on the advancement from technological aspects. Samsung has established a plan to interact more with the target consumers and expose them to the products available. The market for smartphones and tablets are both volatile and diverse nonetheless. Version Daily. The major competitor of the Samsung’s smartphones is iPhone by Apple, however, the companies in the industry are focused on the differentiate the applications and services, the companies are launching the new products every year, in order to compete for each other, moreover, competition is more intense in the smartphones industry. PLAN DE MARKETING ANTECEDENTES "Inspira al mundo, crea el futuro" ACERCA DE SAMSUNG SU HISTORIA SU HISTORIA Etapas importantes Desarrollo de la frontera digital Competitividad en un mundo cambiante Empresa líder en tecnología Diversificación 1999 1979 HOY 1993 1969 1996 2004 1989 The company deals with its business in several sectors such as advance technology, finance, petrochemical, semiconductors, plant construction, skyscraper, medicine, fashion, hotels, chemical and others. The high level of research and development costs ids requires, thus, there could be the barriers like patents as the existing brands have the loyalty, Samsung’s smartphones have the loyal customer since years in the market and the company is effectively competing in the market so there can be retaliation in the direction of any new entry, therefore, Samsung’s smartphones are push to innovate in the industry but there is less danger, however, the company already has the existing enemies. Take note that Samsung is not the forerunner for these features but they managed to integrate them within their premium smartphone devices. Samsung smartphone focuses on the new product launches and schemes for the promotion of the new products, the company focus on updating the products on the local media and social media is that maximum customers could be aware of the new product. Apple has also introduced a phone with a large screen display and a tablet with smaller screen display—strategies that have been implemented by Samsung. However, when done right, this product strategy provides a safety net against market downturns. Thus, the customers of Samsung’s smartphones are loyal as they have recognition of the company products, after focus on the innovation of product the company have the massive marketing budget based on which the smartphones by the company are good seller in the market, as the company did this recently with S8, there are highly paid advertisements. The Guru smartphone comes in many variants and it is available with the 3G facility as well. Samsung buyers have many choices in the market and the smartphones have the low switching cost, consequently, the demand of the customers is highly sensitive. But product strategy through product diversification is actually central to the marketing strategy of Samsung. Thus, the customers of the buyer could be able to bargain effectively, therefore, the companies are offering comparable or similar packages so that the customers do not shift to another brand. Customers like to buy products from Samsung because the company offers discounts, less concentration is required for monitoring of distribution channels, and they pay the minimum to distribution channels. Samsung has the number of the series of smartphones, in order to get the advantages in the market, the company is focused on the higher economic status, as the company has targeted the budget-conscious consumers in the market and there is the premium built quality of the products so that the customer attracted. There are those who do not mind the price but are very particular when it comes to hardware and design specifications. Version Daily is a magazine website covering and delivering broad range of topics and stories about business and industries, markets and economies, science and technology, and the environment. In a push marketing strategy, a company “pushes” a product or idea through advertising and sales strategies. Take note that concentrating heavily on a single or fewer products for a limited market exposes a company to risks associated with market volatility due to rising and falling demands. The South Korean firm is known for manufacturing quality phones and it has the largest market share as compared to other mobile phone makers. There are other Chinese brands that are the focus on to make maximum customers in the market and the making the smartphones industry is the innovative segment, these companies have the maximum customers because of the lower prices. The Porter’s Five Forces methodology can be helpful in order to do the deeper analysis of the company situation; however, it can examine the business strategies that the company can be used in the market for the affectivity. There are many direct and indirect retailers working with Samsung and they sell its products. Samsung also does push marketing using celebrity endorsements and spot placements on major events including sports and entertainment shows. However, Samsung is lacking in some aspects because Apple has a maximum level of satisfied customers, therefore, the company needs to focus on to bring the customer satisfaction in order to get the competitive advantages in the market. The company also has the contradiction of Apple, as the Samsung’s smartphones are facing the lawful battle in the industry.
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