Marketing strategy of Samsung mobile phone.

Essay by casaudom99College, UndergraduateA-, October 2005

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The global communications industry has been changing during the past few years, and quite dramatically. Wireless communication, as a result, proves to be a hot area for telecom suppliers. Accordingly, the demand for handset products, from businesses to consumers continues to rise. The question is how handset manufacturers have fit their global marketing strategies to win widespread acceptance as competition intensifies. Thus, this analysis highlights Samsung's recent success as a very typical case in point to the above question. In more focus, the purpose of this analysis is to examine:

- Samsung handsets' approach to product, pricing, distribution and

promotion.

- Samsung handsets' future prospects in the context of the

increasing competition.

- Samsung handsets' practices in Vietnam.

TABLE OF CONTENTS

CHAPTER 1 - THEORY OF GLOBAL MARKETING MIX

1.1. Product decisions--------------------------------------------------5

1.2. Pricing decisions---------------------------------------------------8

1.3. Distribution channels---------------------------------------------10

1.4. Promotion tools---------------------------------------------------14

CHAPTER 2 - ANALYSIS OF SAMSUNG HANDSETS'

GLOBAL MARKETING STRATEGY

2.1. Introduction to the company and its handset products--------17

2.1.1. Corporate overview------------------------------------------------17

2.1.2. Why study Samsung handsets?-----------------------------------20

2.1.2.1. Global handset market's situation----------------------------20

2.1.2.2. Samsung's changing position in the global

marketplace---------------------------------------------------21

2.2. Samsung's major competitors-----------------------------------25

2.2.1. Nokia - Best of the rest------------------------------------25

2.2.2. Motorola - Recent decline-------------------------------------27

2.2.3. Ericsson - Another year loser--------------------------------29

2.2.4. Siemens - Popularity in Europe------------------------------30

2.3. Samsung handsets' global marketing strategy-----------------31

2.3.1. The effect of new categories of functionality and style----------31

2.3.2. Positioning its handsets as expensive phones

with high quality---------------------------------------------------35

2.3.3. Availability of Samsung in the global markets-------------------38

2.3.4. Agrressive advertising strategy

"Holistic Brand Campaign"----------------------------------------41

CHAPTER 3 - EVALUATION AND RECOMMENDATION

3.1. Samsung practices in Vietnam--------------------------------------43

3.2. Will Samsung maintain and increase the success in its bid to

tighten the gap with Nokia and Motorola?--------------------------44

CONCLUSION-------------------------------------------------------------49

REFERENCE --------------------------------------------------------------50

CHAPTER 1

THEORY OF GLOBAL MARKETING MIX

Global marketing is becoming an important key term for the...