BUSINESS
COMMUNICATION
2
SAMSUNG
INTRODUCTION
SAMSUNG JOURNEY
VISION 2020
4Ps OF SAMUNG
STP ANALYSIS
SOWT ANALYSIS
USP
MARKETING & PROMOTIONA STRATGES
SAMSUNG COMPETITORS
SAMSUNG COMPETITOR ANALYSIS
INRTODUCTION : -
SAMSUNG- SOUTH KOREAN MNC’S
HEADQUARTER-SEOUL
SAMSUNG FOUNDER- LEE BYUNGCHULL
SAMSUNG ELECTRONICS- COMES IN LATE
1960S.
SAMSUNG- WORLD LARGEST IT COMPANY
SAMSUNG HAS MORE THAN 200
SUBSIDIARIES ACROSS THE WORLD
SAMSUNG
JOURNEY :
VISION 2020: SAMSUNG
The brand's vision is to be in the
global top 5 by 2020 and it
believes that value creation and
innovation will lead it to the top.
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PRODUCT AND PRICE
PRODUCT
1. Samsung invests a lot in research and development to deliver the
best products to its customers.
2. Samsung offers a wide range of products in different product
categories.
SMARTPHONES: GALAXY SERIES, TABLETS, PHABLETS.PAGE
PRICE
1. Samsung is a market leader in smart phones.
2. It uses two pricing schemes which are:
a) Skimming Pricing
b) Competitive Pricing
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PLACE
Samsung sells directly to the retailers and
service dealers. And due to this strategy, only
service dealers are responsible for the corporate
sales. Retailers dealing in technology generally
have to include Samsung in their offerings,
because of the brand being world-famous. The
distribution is the strength for Samsung.
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PROMOTION
Samsung believes that
advertising the best form
of promotion to engage
potential consumers and
position the brand.
Samsung promotes new
products using
newspapers and digital
media. The brand has
invited many celebrities to
be the brand ambassadors
and promote the product.
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STP ANALYSIS
SEGMENTATION Geographic:
It has Samsung Guru Segment for
One of the fundamental rural areas as well as Galaxy
principles of marketing is segment for urban areas.
the segmentation of the
market. Segmentation Demographic:
means the splitting of the Samsung has mobile phones for
market into groups of end youth, age of 16-29 for
users who are: middleclass people can use
Samsung guru because they can
1. Maximum similarity easily afford it.
within each group.
Psychographic:
2. Maximum difference Samsung mobile is available for
between groups. those customers too who have
their choice based on their
lifestyle.
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TARGETING
After segmenting the market based on the different groups
and classes, the targets need to be chosen. Samsung
mobiles have the following target customers:
1. Trendy Young people.
2. Professionals.
3. Large businesses.
4. The common cellular phone users.
5. Organizations such as: services to public safety, the
government, and both utility and manufacturing
enterprises.
6. Institutional sales for colleges.
7. Target is not only number driven but also about
acquiring and retaining customers.
POSITIONING 10
Positioning is about the customer perception about the brand as
being different from the other brands on specific dimension
including product attributes.
1. It focuses more on the real margin which comes from mid-to-
high-end segments.
2. Samsung Concept Store.
3. Market making & category creation in small towns.
4. Wider Care Network.
5. Access to Samsung care line.
6. Pioneering in the 3G segment of mobile phones.
7. Branded itself as a synonym for quality.
8. Created a Unique Brand Image for itself as a high end value
driven brand.
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SWOT ANALYSIS
STRENGTH WEAKNESS
• Strong Market Position. • Patent infringement.
• Expanded business portfolio. • Too low profit margin.
• Strong top line growth. • Less distinction with
• Innovation In design. other android
smartphones.
• Low production cost.
• Lack its own OS &
Software
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SWOT ANALYSIS
OPPORTUNITIES
• 1. Wide ranges of phones.
• 2. Main manufacturers of application processors.
• 3. Growing mobile advertising industry.
• 4. Great portfolio patent.
THREATS
• 1. Competition.
• 2. Availability of substitute.
• 3. Rapid technology change.
• 4. Price wars.
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USP
(UNITQUE SELLIING PROPOSITION)
1. QUALITY:
Displays, reliable, fully featured, good products.
2.HIGH TECH:
Cell phones, cameras etc.
3. REASONABLE PRICE:
Samsung mobile are not the cheapest but also not expensive.
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MARKETING STRATEGY
MARKETING STRATEGY
1. 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.
2.For the effective marketing strategies the company is focused on the
branding, social media and continuous research through focusing on the
product-oriented and pricing marketing strategy.
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PROMOTIONAL STRATEGY
PROMOTIONAL STRATEGY
1. Samsung smartphone is focused on the promotional strategies so
that there could be the effectiveness in the market, the company is
promoting the brand through implementing effective strategies.
2. 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.
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SAMSUNG COMPETITORS ANALYSIS:
COMPETITOR ANALYSIS
• The Indian smartphone market registered a modest 4% decline in the
pandemic-hit year.
• The market crossed 100 million units in the second half of 2020 for
the first time ever.
• Xiaomi led the market with a 26% shipment share in 2020, followed
by Samsung at 21%.
• Among the top five brands, realme. grew the highest at 22% in 2020.
• Apple witnessed its best ever quarter in Q4 2020, selling more than
1.5 million units.
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SAMSUNG SHARE GLOBALY
Samsung’s share of Global Smartphone Shipment from
2023-2024
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SAMSUNG COMPETITOR’S ANALYSIS:
India smartphone quarterly market data
Oppo 2.5%
Unknown 2.7%
Google 7.7%
SAMSUNG 28.0%
Apple 57.9%
THANK
YOU
Manish Chauhan
[email protected]
www.Samgungphone.com
