The Innovative Strategies For Samsung Marketing Essay

Samsung has launched a new era of tablets. This document will explain whether the industry presents the business with a stylish opportunity and what proper problems and issues merit entrance burner managerial attention. Concluding with referrals.

Declaration: "I hereby declare that this assignment is my own work and is not submitted for just about any subject recently. "

DUE Particular date: 19 March 2013

Executive Conclusion

You have found out about Samsung, a very important factor that has made you listen to a whole lot about them is their invention. Samsung Development has kept opponents away and made them one of the leading manufacturers of electronics and cellular devices. If you have attempted or used a Samsung product, you will agree that it is utilizing the strong Samsung Advancement that has been laid emphasis by the business. Samsung has launched a era of tablets. The question posed is: Does the perspective for the industry present the company with a stunning opportunity? What proper problems and issues merit leading burner managerial attention?

In the existing business environment, inside and exterior, all the firms regardless of its size have to face and overcome problems posed by active external changes, particularly technological changes and accelerated globalization. This implies it is not innovations by itself that matters but improvements which embed within themselves game changing strategies would have to be accompanied by organizations, creating value could be a necessary condition for the company to survive however, not an adequate condition if they have to compete and win for which they need to change the rules of the game of strategy completely in a fashion that would replace the current ways and methods the firms have been applying them in creating and appropriating value. In other words, the game changing improvements should not just stop with products and services but summarize within themselves the business operations, business models, and the way a business positions itself in comparison to its competitors. Through the principals we have learnt and received in tactical management, this paper will analyse the outlook for the industry and whether it reveals the business with a nice-looking opportunity. Furthermore it will find out what strategic issues and problems merit entrance burner managerial attention? It is important to analyse the prospect for the industry and whether it reveals the business with a nice-looking opportunity because Information technology is both a massive industry alone and the foundation of remarkable changes running a business practices in every other sectors.

The sequence of this paper starts by first of all recognising the perspective for the technology industry and IT industry and the information of Samsung. A brief reason of the strategic issues, inner and exterior issues confronted by Samsung will also be reviewed. Following this is Samsungs creativity which will protects key points such as strategies for Samsung, approaches for Samsung invention and development of technology system. Finally, this paper concludes by underlining suggestions for Samsung.

Executive Summary

1. The Perspective for the Technology and Information Technology Industry.

1. 1. Global perception

1. 2. Continental perception

1. 3. How South African citizens relate with technology, IT, and Samsung

2. Samsung.

2. 1 Explanation of the company

2. 2 Samsung Tablet

2. 3 Future Plans

3. Strategic Issues.


3. 1. 1. SWOT (environmental) analysis: Advantages and Weaknesses


3. 2. 1. SWOT (environmental) examination: Opportunities and Threats

3. 2. 2. Changes in the external environment

3. 2. 3. Marketing Mix

4. A information of Samsung Technology and Innovative Strategies for Samsung.

4. 1. Two Samsung invention uncharted impressive strategies

4. 2. Future Samsung innovations

4. 3. Development of technology platform

4. 4. Summary on Samsung innovation

5. Recommendations

6. References

The Outlook for the Technology and Information Technology Industry

Global conception:

Market Evaluation:

According to the IT market analysis organization Gartner, "Gartner, Inc. (NYSE: IT) is the world's leading it research and advisory company. " worldwide IT spending grew by more than anticipated this year 2010, attaining 5. 3%, instead of the predicted growth of 3. 2%. Given the delicate condition of the monetary recovery, together with very low expansion in the majority of the advanced marketplaces, the mentioned amount provides some grounds for hopefulness that commercial are preparing for higher rates of progress than is currently turning up in GDP figures round the world.

In June 2011. The global IT spending will develop by 7. 1% over 2010.

Gartner sees some slowdown in spending on desktop Computers as big commercial delay refreshing their desktop PC infrastructure, but this is being more than made up for by increased spending on servers, storage space, and networks. Even the spend on Personal computers shows strong expansion if one offers in new spending on tablet Personal computers, a format that is showing popular both with consumers and professionals.

The expansion in global hardware spending in 2011 is predicted to be 11. 7%. This is marginally behind the 12. 1% expansion achieved in 2010 2010, in comparison with what was spent in 2009 2009, but it symbolizes a significant upwards revision on Gartner's early on prediction of progress of 9. 5% for the hardware portion in 2011.

Continental notion:

Market Evaluation in Africa:

Africa is a continent comprised of diverse countries, and each one of these countries are developing at another rate, several countries are active emerging economies, a few of which are crucial state governments to American nationwide strategic passions, one which (South Africa) has been recognized by the U. S. (Edward S. Marek)

More than ever before, the net is part of our daily lives. We stay in a connected world that allows us to laugh, share, and go on the web. Among the major the different parts of technology is internet. Africa gets the lowest internet penetration rate internationally. In Sub-Saharan African countries, for internet surfers the penetration rate is below 7% as well as for broadband it is under 1%. In Latin America and Caribbean, and East Asia and Pacific countries, the number is about 20% for internet surfers. North African countries are experiencing an interest rate of 40. 4%. However, even in North Africa the penetration rate for broadband members is merely 2%. In Africa most internets is by low swiftness dial-up connections that happen to be concentrated in Egypt, Kenya, and South Africa. More rapidly speed broadband cable connections through Asymmetric Digital Subscriber Lines (ADSL) are mainly found in South Africa, Egypt, Morocco, and Algeria.

Africa possessed the world's most significant development in new mobile phones in 2008. Some Sub-Saharan countries had some progress of 40% yet overall penetration rates continue to be low. There are also important distinctions between Sub-Saharan countries, with penetration rates in learning resource rich and tool scarce coastal countries at about 50%, compared 15% in reference scarce sealed in countries.

How South African residents relate with technology, IT, and Samsung:

Amongst other mobile companies, Samsung prolonged to govern cell phones in 2011. Samsung is known as trusted by many South Africans. The business has managed to set up itself as the ultimate however you like and design. Samsung's goal is to dominate the complete South African gadgets industry. Predicated on its trendy designs and ground breaking products, it has a competitive advantage which is difficult to conquer.

The overall IT spending in South Africa has increased by 7. 1% year-on-year during 2011 attaining a total of more than R111. 6 billion, based on the latest numbers from market analytics company IDC (International Data Company). The development in IT services spending was determined by a recovering overall economy, increased business self-confidence, expanding bandwidth supply, and various infrastructure investments made in the country this year 2010. In a recently available research report, IDC cited which it outsourcing constituted around 40% of the Southern African IT services market, which represents the greatest market share of most IT services base markets.

The 2012-2016 South Africa IT market chemical substance annual development rate is projected to be in the region of 13%, as lots of Major IT infrastructure assignments create spending at provincial levels. A projected improvement in South Africa's broadband infrastructure and international bandwidth will also be an important market expansion driver and will help drive demand for cloud computing alternatives.


2. 1 Description of the business:

Samsung Consumer electronics Co. , Ltd can be an international head in digital mass media and digital convergence technologies; Samsung is the globes most significant company having the highest brand value. Samsung is working in more than 50 countries in the world. Their global strategy will involve eight main locations Southeast Asia, Central Asia, Africa, and Middle East, China, North America, Europe and Latin America. Samsung's head office are in Seoul, South Korea.

Strategy is long-term planning to obtain the goals. It is a roadmap of future actions. After market researching the global market, Samsung gets plenty of feedback from its customer and employees. Samsung needs to move forward its products promotional activities, customer support and web business since it is very important to satisfy its customers. Samsung tactical growth plan seeks to fulfil the needs and wishes of customers, expectations of employees and all other stakeholders. It requires centering all its resources on increasing know-how and market talk about growth however the industry's infrastructure and labour skills at that moment were too unfavourable for Samsung to perform these and become competitive in the world market. In order to attain this, Samsung reinvented itself by primarily keeping on system with its customers' needs and needs.

2. 2 Samsung Tablet:

Samsung Mobile is one of the five products within the Korean Samsung Consumer electronics. It is the second largest cellphone maker and one of the major technology companies by sales on earth, producing different devices including mobile phones, TVs, cameras, computer systems, stereo systems, etc.

The below information has been extracted from articles that was written based on Samsung Africa Forum 2013. Samsung Consumer electronics announced the start of the world's first 8 inch tablet, the GALAXY Note 8. 0. The whole of section 2. 2 has been quoted anticipated to technical terms.

2. 2. 1. A good diary for life on the go

"Slim and compact enough to be the perfect on-the-go work and play partner, the GALAXY Note 8. 0 brings powerful performance and efficiency to support even the most challenging of lifestyles. Designed to store and manage your personal and professional data successfully, this new era device offers users the perfect pocket-sized hands-on organisational tool and for that reason, is ideal as a Bring Your Own Device (BYOD) tool to use in the workplace. Practical S Word layouts and S Planner feature help manage everyday responsibilities, including meeting records, to-do lists, and even personal diary entries. All content can be came into and up to date with the finest of aspect. "(Staff writer: Wed, Mar 13th, 2013)

2. 2. 2. New content and services

"GALAXY Notice 8. 0 is filled with pre-loaded content and applications designed for the mass multimedia system, value-maximising, consumer. Improved Chat-On provides easy instant messaging and group chatting in multiple platforms - images, video recording, voice, associates - for simple, exciting communication. Awesome Take note, an integrated request that is released in android tablet for the very first time with Be aware 8. 0, is with the capacity of near-unlimited note-taking uses including Memo, Journal, and Must-remember lists. With Turn table, you're RSS, cultural network and other feeds come together in one stylish, flip-able format and that means you can enjoy all of your news and life's great occasions in a single place. Flip table developed a customised version of its program only for Samsung's Take note of 8. 0 which allows users to adopt the S Pen's hover feature and preview article headers beneath Turn board's main display screen tiles. Finally, Smart Far off gives you a universal handy remote control and electronic coding guide allowing you to manage Tv set and video observing seamlessly. " (Staff writer: Wed, Mar 13th, 2013)

A modern of S Pen intelligence

"Optimised to aid personalised imagination, the Samsung S Pencil has evolved to increase every day usability and enhance creation manifestation. Embedded within the tablet, the S Pen is an expansion of the GALAXY Be aware 8. 0. Getting rid of the S Pencil from these devices will automatically kick off progressive features such as Pencil Diagnosis that will suggest adapted menus so it thinks you'll need and Page Buddy, an attribute that will intuitively switch on your most recently adapted S Notice home screen. "(Staff writer: Wed, Mar 13th, 2013)

"S Pencil technology is now so advanced that it generally does not have even to touch the display. With Air View, the S Pencil needs and then hover in the screen to see previews of videos, e-mail, photos, and sessions on S Planner without starting the document or application completely. S Pen Gesture allows images and content to be easily edited and cropped, whilst Paper Artist and Photography Note allow photographs to be artistically personalised. " (Personnel writer: Wed, Mar 13th, 2013)

Maximising mass multimedia consumption

"Creative multi-tasking with the GALAXY Be aware 8. 0 is trouble-free due to innovative Dual View feature, two multi- windowpane options that seamlessly enable you to assist in multi-screen usage. Dual View's divide screen accommodates best operation of different apps, such as releasing the S Note online browser screen and allowing content to be resized, dragged and fell as required.

Multi-tasking is long to phone telephone calls*. POP-UP Note gives you to gain access to S Note anytime to keep an eye on key activities and POP-UP Video recording ensures you will keep surfing the net whilst chatting - content home windows can be easily resized by pinching to enlarge or reduce. "(Staff copy writer: Wed, Mar 13th, 2013)

Perfect info-attainment partner

"Packed with features to activate, amuse, and excite, the GALAXY Word 8. 0 facilitates your each day needs in a functional way. Reading Function changes the GALAXY Take note 8. 0 into an e-Book reader, provides the optimal reading conditions to make sure you can curl up and revel in a good booklet. You can even transform it into a general remote control with Smart Universal remote, to seamlessly manage TVs, set-top containers, Dvd and blu-ray & Blu-ray players. "(Staff article writer: Wed, Mar 13th, 2013)

2. 3 Future Ideas:

Samsung Electronics Co. , Ltd. , the world leader in advanced storage technology, declared on the 05 April that it is now mass producing Ultra High Speed-1 (UHS-1) software micro SD cards that support the highest performance levels required on advanced LTE (LONG LASTING Advancement) smart phones and tablets. (Seoul, Korea on Apr. 5. 2012)

In the near future, Samsung projects to extend its micro SD card offerings with higher density solutions that reinforce its position as the best market innovator for NAND adobe flash.

Strategic Issues


3. 1. 1. SWOT (environmental) evaluation: Strengths and Weaknesses

Swot analysis is the most important and first level of planning. It really is a feedback device to make new strategies for any company. Advantages, Weaknesses, Opportunities and Dangers are the four the different parts of a swot analysis. Weaknesses and Strengths are correlated and analyze the internal area of the business evaluation whereas Opportunities and Dangers offer with the exterior environment of business operation.

Samsungs electronic strengths are:

A strong global brand. It is the leading consumer's gadgets brand on earth. THE PRODUCT QUALITY is good. They assure the same quality and range worldwide.

Its eye-sight is leading the digital convergence resolutions. It means they want to be the leader of the digital items worldwide in order to receive the goodwill as well.

They have a strong concept. They are providing good design, good quality as well medium prices

They have varied products. Samsung's products has based on variety. It means they create same items in diverse ways for the diverse kind of men and women for diverse countries.

Technology. Speech call is clear and reckoned by customers as developing a good value because of their money; and the look of Samsung's consumer electronics technology is high. We can order right quality at the right price.

Good reputation among customers. Samsung cases that this has well-established brand equity, and has performed extremely well since the earlier decade especially from 2000 onwards. A variety of progressive products with value-added features and functionalities have been launched by Samsung which were very successful. The business strongly thinks in playing to its talents. (Samsung Group Timeline and History 2007).

The senior management (2007) promises that the business has a diversified and talented individual and intellectual capital. The professionals satisfaction themselves in having such able employees and are self-confident that the labor force as well as the strategic partners including distributors, dealers, advertising agencies across the world would help Samsung Group, specially the Samsung Mobile business segment, reach the get ranking of a global leader in electronics and telecommunication goods and devices. (Samsung Group Timeline and History 2007).

Weaknesses for Samsung are:

The global size of Samsung's procedure indicates it has severe implication on its management system. To regulate a business in just one location is simple but for an internationally procedure is complicated and could be challenging.

Base on the double digit loss of its operating revenue against the previous year, it indicates that its operating cost experienced also increased by more than 20%. Its operation had not been efficient enough to produce good revenue.

Samsung as a Southern Korean company is reckoned by most customer as only next to any Japanese organization since Japan is always considered as a higher tech country on earth. Although companies strive to penetrate new markets, its awareness remains more on a few countries in Europe and North America. Samsung mobile concentrates more Kingdom and United States in comparison to other countries. Although the diversified workforce can be an asset to the company, many cultural and linguistic variations arise which business lead to group issues and social grudges. Communication between individuals belonging to different nations might not exactly be as effective as between those who discuss the same culture and interpersonal background.

The business is intensely trading into development of newer market segments and segments. It wants to fully capture as many marketplaces as you can in a smaller span of your time. However, rather than taking thoughtful and careful steps in order to attain the global position it wishes, Samsung is appears to be in a rush to launch services, segments and marketing promotions.


3. 2. 1. SWOT (environmental) evaluation: Opportunities and Threats


A business uses its strengths to take advantage of the opportunities that arise, opportunities for Samsung are

Increases mobile and computer market

Global growth.

Entrance of new technologies

A strong customer demand and good design.

There is an increasing need of faster, trustworthy, and easy communication. Samsung views a great opportunity in this. The technologies are evolving at an easy pace. The business, by attaining a deep perception into consumer personal preferences and needs, can form products according from what the market desires and needs. Samsung Mobile has good deal of opportunities to cease specifically with the rise in global society and the necessity for fast communication. (EFFIE/ The Best Brand 2006).


If any business is aware of possible external hazards, it can be addressed by generating new suggestions to counter it or can use a particular strength to guard against threats on the market. The threats on Samsung are the following

Changing social developments: It is seeking to build on line help guide customer to a more comfortable life. The web business and website promotion includes cost and any change introduces needs improving staff competencies by training.

Strong competition: Samsung faces strong competition from the other Korean company such as LG, KTF, SK aside from its overseas rivals like Sony Panasonic.

Smart mobile phones are simpler to make now more than ever. New entrance on the market, more companies may go into the marketplace, and rivals or even Samsung contractors can scheme around patents to generate similar devices.

Samsung has linked product lines; this means that if one product line fails because of its own reasons other product lines will also experience the same failure.

Unlike Samsung, their competitors like Nokia has only paid attention in a single section and put much effort on it. Besides, the products made from China was very economic so Samsung would have a high competitive with the products. Retail chains like "Big bazaar" sell consumer electronics and home appliance in low priced strategy which produced in bulks overseas market. Therefore Samsung is also facing hazards from many other low priced companies.

New laws and increased trade barrier.

3. 2. 2. Changes in the exterior environment

External Environment:

The exterior environment of a business is those factors beyond your company that have an impact on the company's capability to function. Some external factors can be manipulated by company marketing, while other factors require the business to make modifications.

Court Fights all Across the World

One of the the different parts of Samsungs exterior environment is their rivals. Competitors have a substantial effect how they do business and exactly how they strategically solve their target market. Apple has decided to take on your competition, Samsung immediately in the same marketplace.

The UK isn't the only real place where Apple and Samsung attorneys are preventing. Apple and Samsung are fighting with each other this fight across the world in practically every country where Apple products can be purchased. Apple is sick and tired of Samsung creating products that are extremely similar from what Apple generates. Apple has triumphed in a few of these battles while Samsung carries on to pick up speed.

Samsung does not have any control over this, as this is the market environment, what the business really can do is to adjust to the problem and fight the simplest way the knowhow. Any kind of company scandal can be detrimental to the business's image. The public understanding of Samsung can hurt sales its negative, or it can boost sales with positive company reports. Samsung can affect public thoughts and opinions by using pr professionals release a proper information, but it is also important for Samsung to monitor public opinion to defuse potential issues before they begin to spread.

The ultimate question is: performed Samsung backup Apple or did Samsung simply come up with its own products that just so happen to look like Apple's? It's tough to state which company arrived with the idea of an "iPad-like" tablet first.

Marketing mixture of Samsung

The marketing mix is one of the tools open to businesses to gain the a reaction to its marketplace with regards to its marketing goals. Marketing blend is the combo of 7ps. This consists of price, place, campaign, product, people, process, and physical data. It's manufactures a variety of designs which is immediately concern to customer satisfaction. Samsung has high quality, capitalizes on packaging branding, and having satisfactory warranties.

Samsung technology is high and of value. Samsung product digital goods such as Television sets, Computer, notebook, washing machine, microwave etc and the latest product is the tablet. Samsungs costing strategy is neither high nor low; which means that the costs are affordable. Samsung offers schemes for new products, during festive conditions, new years, whenever a new product is launched and on its wedding anniversary, which helps to activated psychologically to customer.

Samsung elucidates its eye-sight as well as mission of marketing strategy by the next clarifications of 4 ps.

Product: Samsung's product range worldwide included CTVs, music and training video products. IT products, cell phones, and home appliances are Samsungs chief products. Samsungs product range covers all the categories in the consumer electronics and home appliances.

Place: Samsung brands have 25 creation base worldwide and even more than fifty sales subsidiaries in about 50 countries, and their global strategy includes eight main parts. Samsung also offers its product through 3rd party retailers. Customers can see and take care of products they may be taking into consideration of shopping for.

Price: Pricing also appeared to have played out an important role in Samsung's success. Samsung offers different costing structures to attain away to different customers organizations. The price strategies are available monthly and a prepaid option.

Promotion: Samsung advertises on Television, in newspapers and in other multimedia outlets; through this type of advertising they reach large audiences and spreads the brand image and the communication very effectively. This is also known as above the brand promotion. Addititionally there is the below the series advertising; every store has special offers, campaigns, and posters displaying sales offers to attract customers inside the store to buy.

A information of Samsung Invention and Innovative Approaches for Samsung

A information of Samsung Creativity and two impressive approaches for Samsung

The innovations advised here are ones that are diverse in the sense they aren't preoccupied with short-term focused competitive victories nevertheless they are focused on the long-term oriented competitive benefit. It chalks out a 'new future' for the company based on integrating intelligence instead of separating it out through diverse learning where in the ultimate, the outcome would be enhancements. This paper assumes that Samsung's center point would be more and more into the IT and Marketing communications (ICT) focused business and therefore accords the highest goal to technology motivated innovations. By the same token, it is also presumed the business would focus on deriving the most advantages from the appearing Internet opportunities.

Two Samsung advancement uncharted ground breaking strategies

The first ground breaking strategy this newspaper suggests focuses on the growth of software that would integrate the Smartphone with mobile repayment system (e-wallet) which includes implications far beyond from what sort of current mobile payment system is performing. Quite simply, the range and opportunities in this area has not been exploited even by the stakeholders involved in the industry. The next relates to the development of a 'technology system' that would are the current and potential requirements of smart phones.

Future Samsung innovations

Central to the development of any current economic climate is a monetized system which makes business trades and personal orders skilled, quick, and timely. With the technology evolving such an instant phase, electronic obligations within the next couple of years have the potential to replace in a significant manner the legacy repayments. But also for that to happen, the stakeholders in the industry would need to understand the generating forces in the market for electronic payments. Despite the fact that truth be told there are many solutions which can be found that supports attaching bank credit/debit greeting card accounts to on-time useful trades, yet they suffer from the restriction of not changing the root value proposition which is the convenience to customers. Such a value proposition will not only be created but also appropriated only if the current restrictions of smart phones as a tool for mobile repayment are removed through development of software which could aid the contactless payment system. Currently the technology is bound to business-consumer sections, but, it provides range for development of an assortment of repayment system. If Samsung centers into such an area as its progressive strategy utilizing the fame of its smart cell phones and user-friendly software, it could alleviate its capturing and appropriating value proposition by means of an alternative competitive strategy.

Development of technology platform

Before the advantages of smart devices, the mobile telephone and Internet were working as two un-related entities, using its introduction what the clients today have is the 'mobile internet' which includes been permitted with the merging of smart mobile phones and the web. For many of those organizations of which Samsung is one who are involved in the produce of pcs systems, mobile telephony and personal digital associate devices (PDAs), using the potential proposed by the smartphone industry and acquiring the value they may have created is considered to be always a key to future growth and profits. The value proposition i am talking about is not merely on the use of existing operating-system as Android or what Samsung has developed in its stable, the news that Samsung has imitated Apple by taking over its sales in the smartphone segment in July-September, 2011 1 / 4 has not outlined another aspect that can not in favor of the company in the long term. It has to do with the operating system (OS).

This may have created value for Samsung in the short term but it fails to address a crucial issue for the future. Samsung does not have a strategy up to now to fully capture the 'lock-in value' of the clients and if it has to confine the worthiness created by it, it should treat this matter as it's another impressive strategy.

In this framework to capture the value by 'locking-in' the clients, Samsung must focus on creation a 'technology platform' for the present and future cellular devices. The winners in the scientific competition will be the ones who've not only the best system strategy but also the best ecosystems to lower back it up. This makes it clear that if Samsung has to win over in the smartphone industry with a completive edge by taking value and appropriate it by means of revenues, innovating a 'technology platform' should constitute its second strategy.

4. 4. Finish on Samsung innovation

This section of the paper has not only through its rational analysis has not only proved it but also determined two new progressive strategies that your company would have to take up to secure its place as a future motivated company.

This section has allowed someone to concur that Samsung Creativity is real plus they have brought up very ground breaking products and ideas to the marketplace. The Samsung Development has made them compete with companies like Apple and bigger companies. In gadgets, they also have done well.


Samsung is one of the famous global companies (www. samsung. com) it includes manufactured gadgets goods and other concrete goods. Samsung is a well known brand because of its service, excellent employees, and Innovative reliable product. They have responsible method of business and global citizenship and globalisation with partners and customers. Samsung tablets are taking the earth in progressive way for new decades. The mission of Samsung is usually to be the best digital digital company. They meet up with the terms with low and honest standard cares environmental health and protection. Samsung Maintains a clean organized culture value and admiration to customer shareholders and stakeholders, employees and socially dependable co- operative citizens.

They are trying to be the best brand in neuro-scientific electronics materials on the globe by increasing its size, price quality, capacity, or electricity of the devices. Samsung products and tablets specifically are of high quality. To regulate standard and quality could be quite challenging and hard.

1. Samsung should be increase mobile and computer marketplaces.

2. Samsung should increase international expansion, the size, and amount of global business: Samsung should be increase their size and scale of the global business of electric brands.

3. Among Samsungs strategies should be to increase online business and give additional information.

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