Its smartphones have become a symbol of quality. In the smartphones industry the bargaining power of the suppliers are high because the differentiation among the products or smartphones is an ideal, however, the customer may have the increasing quantity or number of choices in the smartphones or the mobile telecommunication industry. Samsung is recognized as a quality and reliable smartphone manufacturer due to its innovative products. The company has been attributed to popularising AMOLED display technology on smartphones and tablets. Samsung forecasts about the best quarterly profit that the company will earn in more than three years. It is the pioneer company who introduced 3G into smartphones, the company brings innovative products with the latest technology. Samsung does this by investing heavily on traditional advertising just like companies such as Coca-Cola and Nike. However, when done right, this product strategy provides a safety net against market downturns. Another threat could be of fast technological variation because companies are focused towards bringing the new technology to the market. When it comes to buying an Android phone people prefer to buy Samsung phones. This is evident from ads coursed through traditional mediums such as print and broadcast as well as new mediums including social media. Moreover, Samsung smartphones have the deeper level of engagements with the customers in the market because Samsung is ranked as a market leader in the year 2016 by earning the good share or market share of 22.3% however, the competitor Apple earned about 12.9% of the share. Using social media, the company tries to build and maintain relationship with consumers through an online presence. The company has adopted different strategies for positioning itself in the smartphone market and some of these strategies are subsequent. Innovation and competition in the smartphone industry: Is there a dominant design?. 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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. 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. Smartphones industry was introduced in 2007 by the introduction of Apple’s iPhone. This input feature stretches the capabilities of smartphones and tablets. Even Apple has recognised the importance of product diversification. Some would say that Samsung has been saturating the market and confusing consumers with the introduction of different smartphone and tablet devices under the Samsung Galaxy brand. 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. According to the current marketing definition, Psychographic and Behavioral segmentation are those definitions that represent existing segmentation strategy of Samsung in the best way. The company may be lacking in modest upgrades like new iPhones because the sales of iPhones were 20.3% share, by the fourth quarter of 2016. Through relationships with carriers and distributors, Samsung ensures that the Galaxy products remain visible in the market, especially to the consumers. Samsung is also focused on the legal environment. 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 high-end devices carry a high price tag and the come under $500-$800 price range. Smartphones industry is concerned about the marketing and promotional strategies, however, for the marketing and promotional mix, Samsung smartphone is focused on the marketing mix so that the products of the company can be known by the customers as the customers should have the brand awareness. It is important to note that through innovation, a company further promotes it leadership in the industry. 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. Devise a basic positioning map to show how they rate against their competitors across two dimensions For a proper market plan we need to analysis the 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. Samsung also does some sort of pull marketing strategy. Samsung smartphones are facilitating the routine because the company has the establishing the trust-based relationship through focuses on the customer needs by a spotlight on the different characteristics or needs (Cecere, et al., 2014). 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. 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. Thus, there is something for everyone in Samsung stores. Version Daily. Positioning refers to the customer awareness about a brand and its uniqueness as compared to others. The marketing strategy for Samsung Galaxy products also involves heavy promotions using a combination of push and pull strategies. Samsung smartphones are focused on the promotional strategy through the marketing strategy, however, the company on the launch of the new product focuses on giving the print brochures, posters and the specification sheets to the customers so that people could know about the new product. However, Samsung smartphones based on the Android devices that are very cheap so there is a moderate threat of substitute. 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. Samsung uses different approaches and strategies for its promotion so customers attract toward the brand and buy its products. Others appeal to those consumers in search for premium built quality. Before, the marketing strategy of this company centres on limited product offering. 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. Whenever Samsung rolls out advertisements, the company pushes the Samsung Galaxy brand. The market, quality, and service of LG are better than Samsung. 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. As mentioned, an innovator will always have the competitive advantage, especially if there is a positive market reception for an innovation. Market forecasts project sporting events in 3D will attract consumers, and with the release of content such as ESPN’s new 3D channel, the potential growth for the market is opened to a new segment of 3D entertainment, the sports fan. Some appeal to consumers who prefer bigger display screens. 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. The firm has created worth of its products by giving importance to quality. Instead, the company focuses more on pull marketing strategy in which consumers are pulled or drawn to Apple products. Today, the company offers three categories under the iPhone product line and several more categories under the iPad product line. However, through analysis, it is known that Samsung smartphones are still lacking somewhere the models and market conditions are not satisfactory because there is not much customer satisfaction. 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. 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. 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 loyal, 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 (Burrow & Fowler, 2015). It is anticipated that by the next year 2018 about the third of the world’s population will be using their own smartphone, however, there will be the almost 2.53 billion of the smartphone users in overall the world (Statista.com, 2017). Samsung also does push marketing using celebrity endorsements and spot placements on major events including sports and entertainment shows. Samsung’s smartphones have various strengths in the industry, as it has the decent brand image and company is focused on the extraordinary R&D, however, there is the wide range of product Samsung’s smartphones so that customers from every social class can be attracted. Samsung smartphones are most liked in the industry, as the company is becoming the leader in the market; however, Samsung smartphones have the skimming price and the competitive price in the industry. 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. Thus, there is also the huge competition in the Android market that Samsung’s smartphones are facing by Oppo, Huawei, Sony, Lenovo, Nokia, Intel, Xiaomi, Hewlett-Packard etc. Innovation also promotes differentiation—or something that competitors lack and consumers might find appealing due to novelty. 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. For example, the Galaxy S product line caters primarily to consumers from high socioeconomic class. The South Korean conglomerate has earned unbelievable fame and profit due to its smartphones. Take note that Samsung is not the forerunner for these features but they managed to integrate them within their premium smartphone devices. All Rights Reserved. Samsung’s smartphones are also facing the issues of the low-end segment and technological innovation. However, the company is using the skimming pricing strategy in order to attract the customers, for the promotion, branding, and pricing of the Samsung smartphone there are continuous efforts that are done by the company. This product line has almost the same processing and memory specifications, as well as metallic body form factor minus premium features including heart rate sensors, better camera optics, and fingerprint sensor, among others. Samsung also offers discounts to trade partners to motivate them to distribute Galaxy products above competition. 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. 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. Samsung has also manufactured a slightly trimmed down version of the Galaxy S product line—the Galaxy A. 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. Operating as a business unit of Esploro Company, we have positioned Version Daily as an information website. The company manufactures phones according to dynamic customer requirements. 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. 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. A new technology could create a market or a demand and as an innovator, a company will have an initial competitive advantage. Consumer preferences are dependent on features and specifications relative to pricing points. It will offer comprehensive solutions through the implementation of the latest technology. Previously, the company worked hard and faced many difficulties as compared to its competitors. Social media is the major concern of the Samsung smartphone because the company knew that customer could be attracted. Samsung does this by investing heavily on traditional advertising just like companies such as Coca-Cola and Nike. 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. Under the Samsung Galaxy brand, there are smartphones designed and marketed specifically for consumers in higher economic status while there are also models targeted toward younger or budget-conscious consumers. Therefore, the marketing strategy of the company is strong and it helps the firm to grow and make progress in multiple aspects. For the smartphone production there are continuous efforts by the Samsung, as the company has recently announced Galaxy S8 line so that potential customers of the company could be attracted, in order to maintain the sales, Samsung has maintained the position in the market, as the product is exciting, there were the flat sales on the product or smartphones S8 and S8 plus, so that maximum customers could be attracted, however, there were not the expected sales by the company. LG is the first company to introduce something unique and innovative while Samsung also tries to provide excellent products by using the latest technology (Kleinmann, et al., 2012). Through a product strategy that centres on product diversification, Samsung caters to a wider market for smartphones and tablets. They have included Samsung in their list because the company is known as a world’s famous brand. The Guru smartphone comes in many variants and it is available with the 3G facility as well. Moreover, it is worth mentioning that the South Korean firm gave a chance to non-famous people to contribute in this breathtaking commercial so that they can advertisement winning. Take note that Samsung has virtually created the market for large-display smartphones called phablets. An Esploro Company. The company has also been diversifying the products under the Galaxy Watch product line. Samsung has attractive and competitive smartphones in the market. The Galaxy Note and the Galaxy Tab Note series have also reintroduced the use of stylus pens in mobile computing devices. Then there are added features such as a heart rate sensor, finger print scanner, and fast charging capabilities, among others. Take note that Apple does not invest heavily on traditional advertising and other marketing communication channels. The marketing strategy for Samsung Galaxy products also involves heavy promotions using a combination of push and pull strategies. It is also an effective strategy to grow a business. There are different applications at the cheaper prices from which the people can stay connected; therefore, there can be the less demand of the smartphones, notebooks in the future as the digital camera can take better pictures. The company offers strong security features so data of professionals is safe and they can reach their data anytime anywhere. which have helped the brand grow. Save my name, email, and website in this browser for the next time I comment. Samsung company is a relatable and authentic brand but when it comes to buying home appliance it can’t beat LG. 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. If you are looking to buy a 3G phone at cheap rates then opt for this smartphone. Both share similarities in some design aspects. There is the high competition in the smartphones industry; Samsung’s smartphones are also facing the high industry rivalry. Apple iPhone has the better position in the market, the smartphones are admired, no doubt Samsung also have attractive and competitive smartphones in the market, however, still lacking in some aspects because Apple has the maximum level of satisfied customers as compared with the Samsung (Jones, 2017). 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. While Samsung Galaxy series is for middle-class people and especially those people who want to buy a quality smartphone with latest features. 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. The company offers some conjure phones as well such as Samsung S7 comes in Pink Gold color, which is especially for women. The company also focuses on the modern retailers for the extraordinary advantages of the market. These two are complementary. Marketing Mix of Samsung analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Samsung marketing strategy. Customer appreciation, after sales strategies are also focused on the company so that there could be the complete analysis of the customers’ behavior regarding new phone (Ferrell & Hartline, 2010). 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 Sams… 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). Every kind of company can use mobiles of Samsung because they have a user-friendly interface. Some consumers are willing to spend on an expensive device with high-end features. Promote products through Samsung concept stores. Furthermore, both also use AMOLED screen displays—a feature initially reserved for high-end Samsung products. Though proposing additional services customers can be motivated (Kang, 2016). Product diversification can be costly and risky. Moreover, Samsung’s smartphones can focus on the effective and quality applications so that the customer interest can be developed in the market. Thus, Samsung smartphone also advertise in the newspapers and other electronic media, the company want to focus as a global giant, however, celebrities are invited to the launch of the new product for the global appeal (Boone & Kurtz, 2014). Thus, there is something for everyone in Samsung stores. 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. 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 target of the company is not only attracting more customers but retaining loyal customers as well. But product strategy through product diversification is actually central to the marketing strategy of Samsung. The bargaining power of suppliers is moderate in the smartphones industry because presently there are two main suppliers in the market; Samsung is focused on innovation, the main suppliers are, the hardware manufacturers and the others are the software developers. The company isn’t only known for its products but it is famous for its supreme customer services as well. Esploro Company is a research and consultancy firm catering to markets in Asia-Pacific, Europe, Middle East, Latin America, and North America. Demographics: The company offers the smartphone for youth under the 16-29 age groups. Middle-class people can use Samsung Guru because they can easily afford it, it is the number one choice for lower class workers. Samsung put emphasis on the real margin that is generated especially from mid-end and high-end customer segments. The Samsung market is also increasing with the increase in the smartphones industry because the company has targeted the customers from different social classes, as the company has diverse products or smartphones for all types of customers. People or the users have the ability to access or contact through the internet services, e-mails, newspapers etc. Samsung Galaxy S6, S7 is the number one choice when it comes to using mobile at the enterprise level. There are many direct and indirect retailers working with Samsung and they sell its products. Consequently, Samsung has the good position in the smartphone market because by fourth quarter of 2016 the company earned the market share of 18.5%, which is still significantly increasing because the company has targeted the budget-conscious shoppers (Reisinger, 2017). Therefore, a successful commercial can increase public image of the company. Under the subsidy and contract arrangements of network carriers, consumers can purchase a Galaxy product at a cheaper or easy-to-afford deal. Esploro Company is a research and consultancy firm catering to markets in Asia-Pacific, Europe, Middle East, Latin America, and North America. There are those who do not mind the price but are very particular when it comes to hardware and design specifications. Samsung smartphones are most beautiful smartphones for the reason that they are designed brilliantly. Even companies such as LG and Apple have followed suit. However, there is the need of the capital requirement and the huge manufacturing costs because the industry is at maturity stage. 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. Samsung smartphone is also better from the technological aspect, as the company is focused on providing the new or latest technology to the customer for the progress in the market, in this way, the company is also maintaining the competitive advantage.