This research paper is about the history of Samsung's marketing activities, right from the beginning till the previous year. It gives an analytic view of the company's development and growth for which its marketing activities were the main backbone. It is indeed very interesting to read and understand what Samsung was, and there are many new things that can be learnt from this paper.
Inhaltsverzeichnis (Table of Contents)
- INTRODUCTION
- SAMSUNG ELECTRONICS – A BRIEF HISTORY
- SAMSUNG'S APPROACH TO MARKETING
- THE EARLY MARKETING STRATEGIES
- SAMSUNG'S RETAIL MARKETING TECHNIQUES
- SAMSUNG'S AGGRESSIVE MARKETING TECHNIQUES
- IMPROVEMENT OF BRAND POSITION THROUGH PRODUCT DEVELOPMENT
- CONCLUSION
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research paper aims to explore Samsung's aggressive marketing strategy. It examines the origins of this approach, its evolution, and its impact on the company's sustained success. The paper analyzes how Samsung overcame a weak brand image and transformed itself into a global leader in the Information Technology Sector.
- Samsung's early marketing strategies and the shift towards a more aggressive approach.
- The impact of Samsung's retail marketing techniques and its adaptability to market trends.
- The role of product development and innovation in enhancing Samsung's brand position.
- The utilization of tools like Six Sigma and TRIZ to accelerate product development and problem-solving.
- Samsung's strategic investment in Research & Development (R&D) and its long-term impact on its marketing success.
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction highlights the importance of marketing in a competitive business environment and introduces Samsung Electronics' journey from an exporter of dried fish to a global technology leader. Chapter 2 provides a brief history of Samsung, tracing its origins and early business ventures, including its initial foray into electronics manufacturing. Chapter 3 explores Samsung's approach to marketing, covering its early marketing strategies, the challenges it faced, and the evolution of its retail marketing techniques. The chapter emphasizes Samsung's adaptability and willingness to embrace new marketing strategies, such as internet advertising and QR codes, to connect with consumers. Chapter 4 examines Samsung's aggressive marketing techniques, focusing on its efforts to improve brand position through product development. This chapter discusses the implementation of tools like Six Sigma and TRIZ, which helped accelerate innovation and problem-solving. The chapter also explores Samsung's strategic investment in R&D and its impact on the company's long-term success.
Schlüsselwörter (Keywords)
This study explores the key concepts of marketing strategy, brand development, product innovation, and retail marketing techniques as applied to the remarkable journey of Samsung Electronics. The paper investigates Samsung's utilization of tools like Six Sigma and TRIZ to drive innovation and enhance product development. The study also examines the role of strategic investment in Research & Development (R&D) in fostering long-term marketing success.
- Quote paper
- Kemmy Jose (Author), 2014, Samsung´s Marketing Story, Munich, GRIN Verlag, https://www.grin.com/document/280486
