Marketing _ SAMSUNG ELECTRONICS Industry_and_Marketing_Analysis

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SAMSUNG ELECTRONICS MARKET ANALYSIS
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INTRODUCTION
This study is based on an industry analysis which is a tool for market assessment
developed for provision of a business with an idea of the complexion of a specific industry. The
review of the economic, market and political factors that are of influence to the industry
development are used in this Samsung Electronics Company market analysis. This study of the
Samsung Electronic Multinational contains the following: analysis of Pestel , competition ,
SWOT analysis and marketing strategy. The uniqueness of Samsung is shown by its
groundbreaking business approach.

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The objectives of Samsung Electronics in marketing has been to maintain strong positive
growth each month, achieve steady increase in market penetration hence increasing sales, profit,
and market share, communicate superior product feature to the audience as well as advantage
and benefits, maintain significant research and development budget to spur for future
development, create a strong brand positioning in the mind of customers and meet the tough
competition head first among others (Glowik and Smyczek, 2011). Samsung as a strong business
giant accepted the fact that information technology is paramount in marketing and gave it
priority throughout the organization at every stage. To gain from its Information Technology and
Managing information System, Samsung addressed information needs not only in its
environment but also in their customer relationships, trade partners, suppliers, production
systems, skills, work processes and labor requirement. These advancements of Samsung have
created huge and complex processes and information systems, thereby creating a requirement to
align them to have a universal overview of the complete information system setting it as a
strategic tool.
Samsung Electronics can attribute its success and prosperity in the smartphone industry to
the application of great marketing strategies involving the packaging, pricing, product, place or
distribution, promotion as well as our proposition which are influenced greatly by the customer
insight. In this essay the industry/market analysis of Samsung Electronics especially the
smartphone sector will be undertaken.Samsung Electronics is a notable subsidiary of Samsung ,
it was measured by 2012 revenues as the world's largest information technology company and
fourth in market value (Michell, T., 2010Samsung has been able to obtain the largest market
share in the global Smartphone segment which stood at nearly 31%.

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Samsung Electronics operates in the consumer electronics and appliance industries, produces
and markets a variety of products which include Mobile Phones, TV’s, and Washing Machines
among others (Institute of Marketing, 2009). The company is concentrated on the consumer
electronics sector and given its determined edge it has managed to obtain the highest market
share in the world. The growth of the renowned “Asian Tigers” (South East Asia countries) has
been tantamount with its rise. It has influenced the