This research paper deals with Samsung Electronics: with its history and the competitive advantage. The economy and the culture in South Korea are also addressed. The last chapter is about Samsung's global marketing strategy, especially market entries and the marketing mix.
International trade is anything but a novelty, it has begun before Christ, but the importance of trade has sharply increased since then. Nowadays we talk about global markets and it is necessary to be aware of the importance of global marketing, otherwise companies risk losing domestic customers to competitors with cheaper or better products.
The Fortune Magazine scrutinizes the revenues of large global players every year and publishes a list of the “Global 500” that ranks the global companies by their sales strength. Samsung Electronics was number thirteen in that list in the year 2015. Thus it is worth looking at this great company and the corresponding environment more closely. The purpose of this study is to find out how Samsung shapes its global marketing strategy.
As Samsung is a gigantic conglomerate with lots of subsidiaries I will restrict this thesis to Samsung Electronics which operates in the electronics industry. As Samsung Electronics is still a huge company acting in many business areas with plenty of products on several markets I will limit this research again to the business sector of smartphones.
Inhaltsverzeichnis (Table of Contents)
- 1. Introduction
- 1.1. Preliminary Remark and Problem Description
- 1.2. History of Samsung
- 1.3. Competitive Advantage of Samsung
- 2. Global Marketing Environment
- 2.1. Economic System in South Korea and Influence on Samsung
- 2.2. Cultural Dimensions in South Korea
- 3. Global Marketing Strategy
- 3.1. Approaching Global Markets - Targeting and Segmenting
- 3.2. Global Market Entry Strategies
- 3.3. Global Marketing Mix
- 3.3.1. Product Decisions
- 3.3.2. Pricing Strategies
- 3.3.3. Communication Strategies
- 3.3.4. Distribution System and Channels
- 4. Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research paper aims to analyze Samsung Electronics' global marketing strategy, focusing specifically on its smartphone sector. The study investigates how Samsung has achieved its position as a leading global player and explores the factors contributing to its success.
- Samsung's historical development and global expansion.
- The competitive landscape of the global smartphone market and Samsung's competitive advantages.
- Samsung's global marketing environment, considering economic and cultural factors.
- The key components of Samsung's global marketing strategy, including targeting, market entry, and the marketing mix.
- Samsung's overall approach to global marketing and its implications for the company's continued success.
Zusammenfassung der Kapitel (Chapter Summaries)
1. Introduction: This introductory chapter sets the stage for the research paper by highlighting the growing importance of global marketing and introducing Samsung Electronics as a case study. It establishes the research objective – to understand Samsung's global marketing strategy within the context of its smartphone business – and justifies the focus on this specific product sector given Samsung's vast and diverse portfolio. The chapter provides a brief overview of Samsung's history, emphasizing its evolution from a domestic Korean company to a global powerhouse, and concludes by introducing the concept of competitive advantage, which will be further explored in the context of Samsung's rivalry with Apple.
2. Global Marketing Environment: This chapter delves into the external factors influencing Samsung's global marketing efforts. It examines the South Korean economic system and its impact on Samsung's operations and strategy. A crucial element will be an analysis of the cultural dimensions specific to South Korea and how they shape Samsung's approach to global marketing. The significance of understanding these environmental factors lies in its influence on decision-making in areas like pricing, product development, and communication.
3. Global Marketing Strategy: This chapter forms the core of the research paper, analyzing the specific strategies employed by Samsung in its global marketing efforts. It will cover the methods used for targeting and segmenting global markets, examining the ways Samsung identifies and reaches its desired consumer groups. Different global market entry strategies utilized by Samsung will be examined, as well as a deep dive into Samsung's global marketing mix – product decisions, pricing strategies, communication strategies, and distribution channels. The analysis will connect these strategies back to the company's historical development and competitive positioning, highlighting the integration of various elements within a cohesive global marketing approach.
Schlüsselwörter (Keywords)
Global marketing, Samsung, smartphone market, competitive advantage, global marketing strategy, market entry, marketing mix, South Korea, cultural dimensions, economic environment, Apple, brand value, market share.
Samsung Electronics' Global Marketing Strategy: FAQ
What is the main focus of this research paper?
This research paper analyzes Samsung Electronics' global marketing strategy, particularly within its smartphone sector. It investigates how Samsung achieved its leading global position and explores the contributing factors to its success.
What topics are covered in the Table of Contents?
The Table of Contents includes an introduction covering preliminary remarks, Samsung's history, and its competitive advantages. It then delves into the global marketing environment (economic and cultural aspects of South Korea), Samsung's global marketing strategy (targeting, market entry strategies, and the marketing mix), and concludes with a summary.
What are the key objectives and themes of the research?
The research aims to understand Samsung's global marketing strategy. Key themes include Samsung's historical development and global expansion, the competitive smartphone market landscape, the influence of the South Korean economic and cultural environment, the components of Samsung's global marketing strategy (targeting, market entry, marketing mix), and the implications for future success.
What does the chapter on the global marketing environment cover?
This chapter examines the external factors influencing Samsung's global marketing. It analyzes the South Korean economic system's impact and the cultural dimensions of South Korea and their influence on Samsung's decisions regarding pricing, product development, and communication.
What is discussed in the chapter on global marketing strategy?
This core chapter analyzes Samsung's global marketing strategies, including targeting and segmenting global markets, market entry strategies, and a detailed look at the marketing mix (product, pricing, communication, and distribution). It connects these strategies to Samsung's history and competitive positioning.
What are the key takeaways from the introductory chapter?
The introduction highlights the importance of global marketing, introduces Samsung as a case study, establishes the research objective (understanding Samsung's global smartphone marketing strategy), and provides a brief overview of Samsung's history and competitive advantage.
What is included in the chapter summaries?
Chapter summaries provide concise overviews of each section's content, elaborating on the key points and findings presented in each chapter. They provide a condensed narrative of the entire research paper's progression.
What keywords are associated with this research paper?
Keywords include: Global marketing, Samsung, smartphone market, competitive advantage, global marketing strategy, market entry, marketing mix, South Korea, cultural dimensions, economic environment, Apple, brand value, and market share.
What is the overall purpose of this document?
This document serves as a comprehensive preview of a research paper, offering a structured overview of the content, including the table of contents, objectives, key themes, chapter summaries, and keywords. It is designed for academic use and analysis of themes.
- Quote paper
- Giulia Knöpfle (Author), 2016, Samsung Electronics and the Global Market. The History and the Competitive Advantage, Munich, GRIN Verlag, https://www.grin.com/document/324000
