BSBMKG412A- Conduct eMarketing

Communications

Assessment Task 1

Stage- A

Introduction
Samsung develops new high-tech products and brings mass market on an
international level. Although Samsung is a multi-national company with 56
world wide subsidiaries, this case study concentrates on the UK market.
Samsung Founded in 1938 in South Korea, Samsung has grown from a modest
trading company to a multi-national conglomerate with an annual turnover in
1997 of nearly $100 billion. Samsung operates in three major markets electronics, engineering and chemicals - and employs people in more than 60
countries.

History of Samsung
Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over
the next three decades, the group diversified into areas including food
processing, textiles, insurance, securities and retail. Samsung entered
the electronics industry in the late 1960s and the construction and shipbuilding
industries in the mid-1970s; these areas would drive its subsequent growth.
Since 1990s, Samsung has increasingly globalized its activities, and electronics,
particularly mobile phones and semiconductors, have become its most important
source of income.
Current Trend

Promotional Objectives
Samsung has a vast product portfolio and its presence is in several different
product categories. The brand image driver for Samsung is the Samsung
Smartphones such as the Samsung note series or the Samsung galaxy series.
Overall, Samsung is present in the following product categories.

Price in the marketing mix of Samsung Because of its presence in different

product categories, Samsung uses various pricing strategies.
Products in the marketing mix of Samsung- The benefit of Samsung in terms
of its product is that there is a trust on all Samsung products because of the way
Samsung products have performed in the last few years. A problem with the
products has been negligible. And with its Smart phones, Samsung has achieved
a status symbol for its customers.
Place in the marketing mix of Samsung Samsung is present through various
channels in the market. It works on the channel marketing concept wherein

there are three segments- Sales and service dealers, Modern retail and
Distributors.
Promotions in the marketing mix of Samsung Samsung uses multiple forms
of promotions. Samsung as a company believes in pulling the customer to
themselves through advertising but at the same time uses strong tactics to push
the product to the customer through sales promotions.

Samsung current planning Strategy

Samsungs current strategy in the 3D television market is to seize a dominant
market share while the market is being pioneered and to maintain the majority
market share throughout the stages of the 3D television life cycle. With the
recent release of 3DTVs into the market in early 2010, the product is still
considered to be in the introduction stage of the product life cycle. While
Samsung introduced its new slogan, "Inspire the world, Create the Future," the
company's strongest emphasis in the last two years has been on convergence
and integration. Samsung has re-organized their corporation to encourage
innovation. This is demonstrated by the progressive approach to the market that
Samsung has taken, acknowledging the lack of immediate growth in the market,
and innovating to prepare for the potential growth in the market. The current
strategy being implemented is merely preparation for the growth potential in the
3D television market.
Multiple marketing channels used
Today, marketers have more choices than ever regarding how and where to
promote or advertise products and services. In addition to traditional methods,
such as print advertising and direct marketing, you have email marketing, Webbased advertising and multiple social media sites, such as Facebook, Twitter and
YouTube, as well as mobile marketing.

Ethics and legal requirements

Through managerial practices based on ethical discipline and integrity, Samsung
Electronics is able to return greater benefits and values to its shareholders,
customers, employees, partner companies, and people in the community.

To achieve a level of ethics which adheres to a higher standard than that

required by laws and regulations, the Company follows the guidelines in the
Ethics for Employees and the Code for Procurement. Any employee connected
with corruption is punished by proper measures regardless of his or her position.

Samsung Electronics management principles

We comply with laws and ethical standards
We maintain a clean organizational culture
We respect customers, shareholders and employees
We care for the environment, health and safety
We are a socially responsible corporate citizen
Overview of Samsung
Samsung has focused on manufacturing and marketing consumer of electronic
products across the world. Samsung electronics reported record overall sales
and net income in 2010.

Product Differentiation
The companies three primary strategies are solidify its market leadership by
focusing on product differentiation in each business unit. It is a big marketing
strategy. For example, Samsung has differentiated its Galaxy S smartphone
models and Galaxy Tab tablets by making them appear to be better than the rest.
Overall Strategies of Samsung
Developing a brand strategy can be one of the most challenging steps in
marketing plan process. It plays a vital role in creation of companys identity.
Strategies adopted by Samsung:

Creating Identity of the Brand.

Reaction from rivals

Cost involved in repositioning of brand

Research and development

Brand Image of Samsung

Brand imaging is an essential tactic for companys marketing plan and
consumer behaviour research (Dobni & Zinkhan, 1990). A clear image of a
brand enables consumers to know about the brand, use the brand, and talk about
the brand. All these factors are beneficial for the brand in identifying it from any
rivals in the market. Good brand image strategies can lead to a good brand
performance (Roth, 1995).
Brand image has three components:

Product Attributes

Customers benefit

Brand Personality

Target Market
Samsung has changed and emphasizes on the high-end target group and
business which means Samsung spend budget to promotional in niche market
like the main competitors Sony. That directly affects the brand image in highclass value and to certify higher margins and efficiency. (Business weekly,2002)

Recommendations
First of all, Samsung should pursue the investment in technology and
innovation. This strategy will help the company to keep and increase its position
and as one of the barrier against the heated competition. Marketing campaign
should be made customizable i.e. it suits to the customers preference in its
strategic region.
Lastly, it should network more with other high tech sectors, industries and
companies. This strategy also helps Samsung to gain more awareness,
companys strength and stand point, perception, and assessment to more
technology.

References
http://www.scribd.com/doc/48355873/Samsung-Marketing-Plan#scribd
http://businesscasestudies.co.uk/samsung/launching-high-end-technologyproducts/introduction.html#axzz3dtIsllK9

http://www.cio.com/article/2377257/online-marketing/7-ways-to-create-asuccessful-integrated-marketing-campaign.html
http://www.samsung.com/us/aboutsamsung/corpcitizenship/environmentso
cialreport/environmentsocialreport_EthicsManagement.html
http://www.slideshare.net/TayPick/smartphone-industry-samsung-marketanalysis
http://writepass.com/journal/2012/12/analysis-of-marketing-and-brandstrategies-used-by-samsung/
http://writepass.com/journal/2012/12/analysis-of-marketing-and-brandstrategies-used-by-samsung/

Stage- 2 Web Page

Assessment task-2
EMarketing Progress

Organisation Name- Samsung

Logo

Samsung's current logo, in

use since 1993.
ABN 49 160 079 470
1.

Address: Level 2 Melbourne Central, 211 La Trobe St, Melbourne VIC

3000
Phone: (03) 8537 9550
Hours: Mon to Fri: 10:00 am 9:00 pm

Promotional Activities
Samsung has a vast product portfolio and its presence is in several different
product categories. The brand image driver for Samsung is the Samsung
Smartphones such as the Samsung note series or the Samsung galaxy series.
Overall, Samsung is present in the following product categories.

Price in the marketing mix of Samsung Because of its presence in different

product categories, Samsung uses various pricing strategies.
Products in the marketing mix of Samsung- The benefit of Samsung in terms
of its product is that there is a trust on all Samsung products because of the way
Samsung products have performed in the last few years. A problem with the
products has been negligible. And with its Smart phones, Samsung has achieved
a status symbol for its customers.
Place in the marketing mix of Samsung Samsung is present through various
channels in the market. It works on the channel marketing concept wherein
there are three segments- Sales and service dealers, Modern retail and
Distributors.
Promotions in the marketing mix of Samsung Samsung uses multiple
forms of promotions. Samsung as a company believes in pulling the customer
to themselves through advertising but at the same time uses strong tactics to
push the product to the customer through sales promotions.
Ethical and Legal Requirements
We maintain a clean organizational culture.
We make a strict distinction between public and private affairs in our
duties.
We protect and respect the intellectual properties of the company and
others.
We create a sound organizational atmosphere.
We maintain the dignity of Samsung Electronics in our external activities.
We respect customers, shareholders and employees.
We put priority on customer satisfaction in management activities.
We pursue management focused on shareholder value.

 We endeavour to improve our employees quality of life.

We care for the environment, health, and safety.

Target Market
Samsung's targets a very wide range of consumers ranging from normal day to
day usage devices to industrial standard equipment. The usual target age group
of customers range from the 20s to 50s or even older, as long as the person has
the ability to purchase and use the products that Samsung has to offer in the
market.
Teenagers to early adults (age 14 ' 25) ' This age group of Samsung product
consumers is usually Samsung's smartphone target customers as they are mostly
technology savvy. This group of customers is growing as Samsung saw that this
group has more spending power in recent years compared to in the past.
Adults (age 26 ' 50) ' This specific group of targets the largest portion of
Samsung's target market as this is the group of consumers that have the most
ability to purchase any of the product Samsung has to offer in the market be it
smartphones, smart television, cameras or any other household products like
vacuum cleaners or washing machines. This portion of customers will continue
to grow in the years to come.

Improvements
Our company makes every effort to achieve excellent and consistent product
quality at fair prices, and at the right time to ensure customer satisfaction. In
order to achieve this goal, our company continuously improves productivity by
controlling the variation in various processes in a stable way. Continuous
improvement is implemented by a closed loop methodology consisting of a
selection of critical parameters, evaluation of the measurement system,
monitoring of critical parameters, process capability improvement, and reaction
plan. The main purpose of the CIP activities is minimizing the variation around
the target.