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.
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
Objectives and Key Themes
This research paper explores Samsung's aggressive marketing strategy, examining its origins, development, and sustained impact on the company's success. It analyzes how Samsung transformed from a relatively unknown exporter to a top-tier international brand.
- Evolution of Samsung's marketing strategies over time.
- The role of product development in enhancing brand image.
- The impact of aggressive marketing investments on Samsung's growth.
- Samsung's adaptation to changing market conditions and consumer preferences.
- Analysis of Samsung's retail marketing techniques and their effectiveness.
Chapter Summaries
INTRODUCTION: This introductory chapter defines marketing according to the American Marketing Association, highlighting the evolving nature of marketing strategies and the significant role marketing plays in a company’s success, especially in today’s competitive landscape. It sets the stage by introducing Samsung Electronics as a case study of a company that successfully leveraged aggressive marketing to achieve remarkable growth, contrasting its approach to that of established firms and startups.
SAMSUNG ELECTRONICS – A BRIEF HISTORY: This chapter traces Samsung's history from its humble beginnings as an exporter of dried fish and flour to its current status as a leading technology company. It highlights key milestones, including its diversification into various industries, the production of its first television, and its expansion into international markets. The chapter illustrates Samsung’s early business trajectory and provides context for understanding its later marketing success.
SAMSUNG'S APPROACH TO MARKETING: This chapter explores Samsung's overall approach to marketing, dividing it into two subsections: early marketing strategies and retail marketing techniques. The early strategies section details Samsung's initial lack of focus on marketing and its eventual realization of its importance, leading to significant investment in brand building. The retail marketing section describes the company's evolving retail strategies, including its restructuring of the reseller network, strategic use of internet advertising, and customer engagement initiatives.
SAMSUNG'S AGGRESSIVE MARKETING TECHNIQUES: This chapter delves into Samsung's aggressive marketing techniques, focusing on the improvement of its brand position through product development. It discusses Samsung's commitment to innovation through investments in research and development, its use of methodologies like Six Sigma, and the implementation of TRIZ (Theory of Inventive Problem Solving) to accelerate the product development process. It highlights the crucial role of product design and emphasizes Samsung's adaptation to customer needs through the establishment of a design facility in the USA.
Keywords
Samsung, marketing strategy, brand building, product development, retail marketing, aggressive marketing, innovation, international expansion, brand positioning, competitive advantage.
Samsung Electronics' Marketing Strategy: Frequently Asked Questions
What is the main focus of this research paper?
This research paper analyzes Samsung's aggressive marketing strategy, exploring its evolution, impact on the company's success, and transformation from a relatively unknown exporter to a leading global brand. It examines how Samsung's marketing strategies contributed to its remarkable growth.
What are the key themes explored in the paper?
The paper investigates several key themes, including the evolution of Samsung's marketing strategies over time; the crucial role of product development in enhancing its brand image; the impact of significant marketing investments on Samsung's growth; Samsung's adaptability to changing market conditions and consumer preferences; and an analysis of the effectiveness of Samsung's retail marketing techniques.
What is covered in the "Introduction" chapter?
The introduction defines marketing according to the American Marketing Association, emphasizing its evolving nature and significant role in a company's success. It positions Samsung Electronics as a prime example of a company that leveraged aggressive marketing for substantial growth, comparing its approach to established firms and startups.
What does the "Samsung Electronics – A Brief History" chapter discuss?
This chapter traces Samsung's journey from its early days as an exporter of basic goods to its current position as a technology leader. It highlights pivotal moments in its history, such as its diversification into various industries, the production of its first television, and its expansion into international markets, setting the stage for understanding its later marketing triumphs.
What aspects of Samsung's marketing approach are detailed in the paper?
The paper explores Samsung's marketing approach in two main parts: early strategies and retail marketing techniques. The early strategies section reveals Samsung's initial lack of marketing focus and its subsequent substantial investments in brand building. The retail marketing section details the company's evolving strategies, encompassing reseller network restructuring, internet advertising, and customer engagement initiatives.
How does the paper analyze Samsung's aggressive marketing techniques?
The paper focuses on how Samsung improved its brand position through product development, including its dedication to innovation via R&D investment, the utilization of methodologies like Six Sigma and TRIZ, and the prioritization of product design and customer needs, exemplified by its US design facility.
What are the key takeaways from the chapter summaries?
The chapter summaries provide a concise overview of Samsung's marketing evolution, highlighting its initial lack of focus, its subsequent strategic investment in brand building and product development, its adaptation to changing market conditions, and the effectiveness of its aggressive marketing and retail strategies in achieving remarkable global success.
What keywords best describe the content of this research paper?
Keywords that effectively capture the paper's essence include: Samsung, marketing strategy, brand building, product development, retail marketing, aggressive marketing, innovation, international expansion, brand positioning, and competitive advantage.
What is the overall structure of the document provided?
The document follows a structured format including a Table of Contents, Objectives and Key Themes, Chapter Summaries, and Keywords. This allows for easy navigation and comprehension of the research paper's core elements and findings.
- Quote paper
- Kemmy Jose (Author), 2014, Samsung´s Marketing Story, Munich, GRIN Verlag, https://www.grin.com/document/280486
