Company

Profile

2024 SAMSUNG
its headquarters located in South Korea, Samsung is a global
corporation with a focus on offering a variety of IT solutions and
consumer electronics, including digital appliances and media,
memory, semiconductors, and system integration. The
Samsung Galaxy Note range is one of the best-selling product
lines that helps Samsung generate impressive yearly sales.
A Brief Story About The Company
Initially established in 1938 by Lee Byung-chul in South Korea, Samsung
started out as a grocery selling company before branching out into textiles
and insurance. Samsung expanded their business over the years into a
number of sectors, including electronics, construction, shipbuilding, and
ultimately semiconductors and telecommunications. Samsung started off as
a small, regional tech company in the 1960s when it joined the electronics
market and produced black-and-white televisions. Over the next few
decades, Samsung kept coming up with new ideas and expanding its range
of products. It began operating in the semiconductor industry in the 1980s
and went on to become a major force in memory chips, mobile phones, and
consumer electronics. Samsung had firmly established itself as a leader in
various technology industries by the 1990s and 2000s. It rose to become the
biggest producer in the world . It rose to become the biggest producer of
memory chips and LCD panels worldwide, and in 2012 it overtook Apple as
the world's biggest producer of smartphones. Particularly popular, Samsung's
Galaxy line of tablets and smartphones rivals Apple's iPhone in the market.
Samsung is active in a wide range of industries outside consumer
electronics, including biopharmaceuticals, finance, and healthcare. The
business has also made large investments in R&D, leading to notable
advancements in robots, artificial intelligence, and next-generation
semiconductor technology. As one of the biggest tech businesses in the
world today, Samsung continues to innovate across many tech industries
and employs hundreds of thousands of people worldwide. Its impact
extends to industrial infrastructure as well as consumer gadgets, securing its
place as a significant participant in the global

01
 MISSION
To inspire the world with innovative technologies, products, and
designs that enrich people's lives.

VISION
To lead the digital convergence movement and become the most
admired brand globally.

GOALS / OBJECTIVES
Samsung’s goals and objectives revolve around:
Technological Leadership: Maintaining a leadership position in
technology by investing heavily in R&D and innovation.
Market Expansion: Expanding its market reach globally, not just
through sales but also by enhancing customer experiences.
Sustainability and Social Responsibility: Engaging in practices
that promote sustainability and social progress, such as
creating eco-friendly products and supporting community
initiatives​(Boardmix)​​(Actionable Strategic Planning)​.

SWOT Analysis

S W

• Strong brand loyalty and premium • High product prices limit

brand image. market reach.
• Integrated ecosystem of products • Dependence on the iPhone for
and services. a significant portion of revenue.
• High profit margins. • Limited product diversity
• Robust innovation pipeline (e.g., compared to Samsung.
iPhone, Mac, iPad, Apple Watch). • Supply chain vulnerabilities
• Extensive retail presence with Apple (e.g., reliance on specific
Stores. suppliers)

O T

• Expansion in emerging markets. • Intense competition from

Growth in services (Apple Music, Android manufacturers
Apple TV+, iCloud).
• Development of new product
categories (e.g., AR/VR,
automotive)
..Increasing health and wellness
market with wearables

02
 SAMSUNG PAGE 4

PEST Analysis for

Samsung

1. Political Factors • Regulatory Environment: Samsung operates in many countries with varying
regulations. Compliance with international trade laws, intellectual property rights, and local
regulations is crucial. • Trade Policies and Tariffs: Changes in trade policies and tariffs, especially
between major economies like the U.S. and China, can impact Samsung's supply chain and market
access. • Political Stability: Stability in key markets like South Korea, the U.S., and Europe affects
Samsung's operations and market confidence. • Government Support and Subsidies: Government
initiatives and subsidies for technology and innovation can benefit Samsung, especially in South
Korea where the government supports tech industries. 2. Economic Factors • Global Economic
Conditions: Economic growth, inflation rates, and currency fluctuations in different regions influence
consumer spending and Samsung's profitability. • Market Dynamics: Changes in consumer
preferences, disposable income, and demand for tech products impact Samsung's sales. • Cost of Raw
Materials: Prices of essential raw materials like semiconductors and rare earth elements affect
production costs and profit margins. • Interest Rates: Variations in interest rates influence Samsung's
investment strategies and financing costs. 3. Social Factors • Consumer Preferences: Trends toward
premium, eco-friendly, and smart products shape Samsung's product development and marketing
strategies. • Demographics: Aging populations in developed countries and growing middle classes in
emerging markets impact demand for Samsung's diverse product range. • Lifestyle Changes:
Increasing reliance on technology for work, education, and entertainment boosts demand for
Samsung's consumer electronics. • Brand Perception: Maintaining a strong, positive brand image is
essential, particularly in light of social media and instant communication. 4. Technological Factors •
Innovation and R&D: Continuous investment in R&D is vital for Samsung to stay ahead in competitive
markets, especially in areas like smartphones, semiconductors, and displays. • Technological
Advancements: Rapid developments in AI, IoT, 5G, and other technologies offer opportunities for new
product development and market expansion. • Cybersecurity: Ensuring the security of products and
data is increasingly important, affecting consumer trust and regulatory compliance. • Manufacturing
Technologies: Advances in manufacturing processes, such as automation and 3D printing, can
improve efficiency and reduce costs.
SAMSUNG PAGE 4

Target market
of Samsung:
targets a diverse market with its
wide range of products for
primary target markets:
1. Smartphones: • Professionals and Technology lovers: Samsung's
flagship Galaxy S and Note series are aimed at (tech-savvy users) users who
demand high performance technology, and premium features. • Mid-
Range Market: The Galaxy A and M series cater to budget-conscious
consumers who seek reliable smartphones with good performance at a
lower price point. • Entry-Level Users: The Galaxy J series (and similar entry-
level models) are targeted at first-time smartphone users or those in
developing markets. 2. Consumers Electronics • Television and Home
Entertainment Systems: Tech Enthusiasts and Gamers: Samsung's QLED
and 8K TVs target consumers seeking the latest in display technology and
high-quality entertainment experiences. General Consumers: Mid-range
and entry-level TVs cater to a broader audience looking for affordable
home entertainment systems. 3. Home Appliances • Families and
Households: Samsung's home appliances, including refrigerators, washing
machines, and microwaves, are targeted at families and households
seeking innovative and reliable household solutions. 4. Wearables and
Accessories • Fitness and Health-Conscious Consumers: Samsung's
smartwatches and fitness bands target users interested in tracking their
health, fitness. • Tech-Savvy Users: Accessories like wireless earbuds,
looking for high-quality, convenient product for their personal use. 5.
Business and Enterprises • Corporate Clients and Enterprises: Samsung
provides business solutions such as smartphones, tablets, and monitors
made for corporate use, with best security, productivity, and much more
devices useful for different enterprise. 6. Young Adults and Students •
Affordable Products: Samsung targets young adults and students with
budgetfriendly devices like tablets and Chromebooks that are suitable for
both educational and entertainment purposes. Geographic Targeting •
Developed Markets: In Asia, Samsung targets wealthy consumers with its
premium products. • Emerging Markets: In areas such as India, Pakistan
and south Africa Samsung focuses on affordable and mid-range devices to
capture a larger market share among the growing middle class. Overall,
Samsung's target market is broad, catering to different segments through
strategic marketing.
 4P's Analysis for Samsung

. 1. Product
• Diverse Product Portfolio: Samsung offers a wide range of products, including
smartphones, tablets, TVs, home appliances, semiconductors, and more. This diversity
helps Samsung cater to different market segments and reduce dependency on any
single product line.
• Innovation and Technology: Samsung is known for its cutting-edge technology and
innovation. Products like the Galaxy S and Note series, QLED and 8K TVs, and
advanced home appliances showcase Samsung's commitment to staying at the
forefront of technology.
• Quality and Reliability: Samsung emphasizes product quality and reliability, which
enhances brand reputation and customer loyalty.
• Ecosystem Integration: Samsung products are designed to work seamlessly within
an ecosystem, providing added convenience for users who own multiple Samsung
devices (e.g., smartphones, tablets, smartwatches, and smart home devices).
2. Price
• Premium Pricing: Samsung's flagship products, such as the Galaxy S and Note
series, are priced at a premium, targeting consumers who seek high-end features
and cutting-edge technology.
• Competitive Pricing: For mid-range and budget segments, Samsung offers
competitively priced products like the Galaxy A and M series, catering to
costconscious consumers.
• Dynamic Pricing Strategies: Samsung adjusts its pricing strategies based on market
demand, competition, and regional economic conditions. Promotional pricing,
discounts, and bundling offers are used to attract customers and boost sales.
• Value for Money: Samsung aims to provide value for money across its product
range by offering high-quality, feature-rich products at various price points.
3. Place
• Global Presence: Samsung has a strong global presence, operating in over 100
countries. Its extensive distribution network includes both online and offline channels
.• Retail Outlets: Samsung products are available in numerous retail outlets, including
Samsung-branded stores, electronics retailers, department stores, and mobile carrier
stores.
• Online Sales: Samsung leverages e-commerce platforms and its own online store to
reach a wider audience and provide convenient purchasing options.
• Supply Chain Efficiency: Samsung's vertical integration and robust supply chain
management ensure efficient production and distribution, reducing lead times and
ensuring product availability.
 4. Promotion

• Advertising Campaigns: Samsung invests heavily in advertising across various media

channels, including TV, online, print, and social media. High-profile campaigns and celebrity
endorsements help enhance brand visibility and appeal.
• Public Relations: Samsung engages in public relations activities to maintain a positive
brand image, manage crises, and communicate its corporate social responsibility initiatives.
• Sales Promotions: Samsung uses sales promotions, such as discounts, cashback offers, and
bundling deals, to attract customers and drive sales during key periods like holidays and new
product launches.
• Sponsorships and Partnerships: Samsung sponsors major events and partners with other
brands to increase brand exposure and reach new audiences. Examples include sports
sponsorships and collaborations with entertainment brands.
• Digital Marketing: Samsung employs digital marketing strategies, including social media
marketing, influencer partnerships, email marketing, and search engine optimization (SEO),
to engage with tech-savvy consumers and drive online sales.
• Customer Engagement: Samsung focuses on customer engagement through loyalty
programs, personalized marketing, and exceptional customer service to

Marketing decision process:

The marketing decision-making process involves several key steps that guide a company
in
developing and implementing effective marketing strategies. Here's the marketing
decision
process for Samsung:

1. Market Research and Analysis

• Identifying Market Opportunities: Samsung continuously scans the market to

identify emerging trends, consumer needs, and potential opportunities for new
products or services.

• Conducting Research: Samsung conducts primary and secondary research,

including surveys, focus groups, competitive analysis, and market reports, to gather
insights into consumer behavior, preferences, and market dynamics.
• Analyzing Data: The collected data is analyzed to identify patterns, trends, and
actionable insights that can inform marketing strategies.

2. Setting Marketing Objectives

• Defining Goals: Samsung sets clear marketing objectives aligned with its overall
business goals, such as increasing market share, launching new products, or
entering new markets.

• SMART Objectives: Objectives are specific, measurable, achievable, relevant, and

time-bound (SMART) to ensure clarity and focus.
4. Developing Marketing Mix (4P’s)

• Product Strategy: Samsung designs and develops products that align with market
demands, focusing on innovation, quality, and features that appeal to target
segments.

• Pricing Strategy: Samsung determines pricing strategies that reflect the product’s
value, competitive landscape, and consumer willingness to pay, balancing
profitability and market penetration.

• Place (Distribution) Strategy: Samsung ensures efficient distribution channels to

make products available to customers through retail stores, e-commerce
platforms, and direct sales.

• Promotion Strategy: Samsung plans and executes promotional activities, including

advertising, sales promotions, public relations, and digital marketing, to create
awareness and drive demand.

5. Implementation

• Action Plan: Samsung develops detailed action plans outlining specific marketing
activities, timelines, and responsibilities.

• Resource Allocation: Resources, including budget, personnel, and technology, are

allocated to support the execution of marketing plans.

• Execution: Marketing teams execute the planned activities, coordinating across

departments to ensure consistency and effectiveness.

6. Monitoring and Control

• Performance Metrics: Samsung establishes key performance indicators (KPIs) to

measure the success of marketing activities, such as sales growth, market share,
customer acquisition, and brand awareness.

• Data Collection: Continuous data collection and monitoring are conducted to

track performance against objectives.

• Analysis and Feedback: The collected data is analyzed to assess the effectiveness
of marketing strategies and identify areas for improvement.

• Adjustments: Based on feedback and performance analysis, Samsung makes

necessary adjustments to marketing strategies and tactics to optimize results.

7. Evaluation and Learning

• Campaign Analysis: After the completion of marketing campaigns, Samsung

conducts a thorough evaluation to understand what worked well and what didn’t.

• Lessons Learned: Lessons learned from the evaluation shared across the
organization to inform future marketing decisions.

• Continuous Improvement: Samsung adopts a continuous improvement, working

on marketing strategies based on past experiences.
4P'S ANALYSIS FOR
SAMSUNG
PRODUCT

01
Samsung offers a wide range of products, including
smartphones, tablets, TVs, home appliances,
semiconductors, and more. This diversity helps Samsung
cater to different market segments and reduce dependency
on any single product line.

02
PRICE
Premium Pricing: Samsung's flagship products, such
as the Galaxy S and Note series, are priced at a
premium, targeting consumers who seek high-end
features and cutting-edge technology

PLACE
: Samsung has a strong global presence,

03 operating in over 100 countries. Its

extensive distribution network includes
both online and offline channels.and
Retail Outlets,or Supply Chain Efficiency:

PROMOTION

04
Advertising Campaigns: Samsung invests heavily in
advertising across various media channels, including
TV, online, print, and social media. High-profile
campaigns and celebrity endorsements help enhance
brand visibility and appeal.
PEST Analysis for Samsung

1. Political Factors

• Regulatory Environment: Samsung operates in many countries with varying

regulations. Compliance with international trade laws, intellectual property rights,
and local regulations is crucial.
• Trade Policies and Tariffs: Changes in trade policies and tariffs, especially
between major economies like the U.S. and China, can impact Samsung's supply
chain and market access.
• Political Stability: Stability in key markets like South Korea, the U.S., and Europe
affects Samsung's operations and market confidence.
• Government Support and Subsidies: Government initiatives and subsidies for
technology and innovation can benefit Samsung, especially in South Korea where
the government supports tech industries.

2. Economic Factors

• Global Economic Conditions: Economic growth, inflation rates, and currency

fluctuations in different regions influence consumer spending and Samsung's
profitability.
• Market Dynamics: Changes in consumer preferences, disposable income, and
demand for tech products impact Samsung's sales.
• Cost of Raw Materials: Prices of essential raw materials like semiconductors and
rare earth elements affect production costs and profit margins.
• Interest Rates: Variations in interest rates influence Samsung's investment
strategies and financing costs.

3. Social Factors

• Consumer Preferences: Trends toward premium, eco-friendly, and smart products

shape Samsung's product development and marketing strategies.
• Demographics: Aging populations in developed countries and growing middle
classes in emerging markets impact demand for Samsung's diverse product range.
• Lifestyle Changes: Increasing reliance on technology for work, education, and
entertainment boosts demand for Samsung's consumer electronics.
• Brand Perception: Maintaining a strong, positive brand image is essential,
particularly in light of social media and instant communication.

4. Technological Factors

• Innovation and R&D: Continuous investment in R&D is vital for Samsung to stay
ahead in competitive markets, especially in areas like smartphones,
semiconductors, and displays.
• Technological Advancements: Rapid developments in AI, IoT, 5G, and other
technologies offer opportunities for new product development and market
expansion.
• Cybersecurity: Ensuring the security of products and data is increasingly
important, affecting consumer trust and regulatory compliance.
• Manufacturing Technologies: Advances in manufacturing processes, such as
automation and 3D printing, can improve efficiency and reduce costs.