Marketing strategy of Samsung mobile phone.
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
- 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
References: De Mooij, M. (1994), Advertising Worldwide: Concepts, Theories and Practice of International, Multinational and Global Advertising (2nd Ed), Prentice Hall International (UF) Ltd.: Redwood Books, Trowbrige, Wiltshire, Great Britain. De Mooij, M. (1998), Global Marketing and Advertising: Understanding Cultural Paradoxes, Sage Publications: Thousand Oaks, CA. Ansoff (1995), Advertising Management (5th ed.), Prentice Hall, NJ: Upper Saddle River. David Jober (2000), "The Globalization of Markets," Harvard Business Reivew (61), May/June, pp. 92-102 http://www.AsiaPacificRearchGroup/Vietnam_Mobile_Wireless_ Telecommunications_Research_Market_Korea.htm http://www.brandchannel.com/Can Nokia be beat.htm http://www.interbrand.com http://www.businessweek.com http://www.Mobile-review.com http://www.samsunggroup.com