This website uses cookies to ensure you have the best experience. Learn more

Samsung Galaxy S4 Marketing Essay

7508 words - 31 pages

History
Samsung Group is currently a multinational conglomerate company headquartered in Samsung Town, Seoul. In 1938 when Samsung was founded in Daegu (Korea), it was initially a trading company, selling dried Korean fish, vegetables, and fruit to Manchuria and Beijing. (Samsung) Just after a little more than a decade, it owned flour mills and confectionery machines and began its own manufacturing and sales operations.
During the 1970s, Samsung (for the first time) began exporting electronic products, and in 1978, Samsung Semiconductor and Samsung Electronics became separate entities. Soon after in the 1980s, they increased their focus on technology and this had led to the creation of ...view middle of the document...

d.).
As mentioned, Samsung has a huge number of operations and they support products and services in many industry. They include the electronics industry, machinery & heavy industry, chemical industry, financial services and other sectors in which their affiliated company are in.
Macro-environmental forces
For this particular report, our group has decided to focus our attention to Samsung’s recent product, the Galaxy S4, and its sales in the US market. Additionally, to analyse the macro-environment, we have decided to apply the PEST framework. (Husso, 2011)
Political/Legal: Due to the existence of “patent trolls” (Fowler, 2013) in the U.S. patent system, Samsung had to divert a significant sum of its resources to fight lawsuits involving patent infringements. For example, in 2012 alone, Samsung picked up 37 lawsuits, ranking in as 2nd place amongst the top targets of patent trolls. Furthermore, there were few effective measures by the U.S. Government to tackle the issue. (Thomson, 2013) Due to the competitive nature of the smartphone industry, companies have also been aggressive in protecting their intellectual properties by suing competitors for patent infringements. A prominent example would be the prolonged lawsuit between Samsung and Apple in the United States that occurred in 2012. (The Guardian) This might have had a significant impact on some of the consumers to turn to other alternatives (iPhone, HTC, etc.) on the grounds of ethics, or even due to the assumption that the “original” is always better.
Economic: Furthermore, during the year when Samsung Galaxy S4 was released in the US, the unemployment rate in the country was still considerably high (Hall, 2012), which generally leads to a lower discretionary income for the unemployed. Consumer sentiments were also poor due to expected cuts in government spending and lackluster economic data, leading to weaker spending. (Smialek, 2013) Thus, sales of the Galaxy S4 could have been considerably affected by the high rate of unemployment.
Social: Online social networks are getting increasingly popular among the current generation. (nielson, 2012) With significantly large groups of people connecting through various platforms such as Facebook and Twitter, the population of smartphone users has increased tremendously as they yearn for faster and easier access to these virtual communication arenas. Moreover, a significant proportion of the smartphone users are from generation Y, which makes up one of the fastest growing demographic groups in the US. (Dorsey, 2013) As such, it is important for Samsung to keep all these in mind when developing a marketing plan for the Galaxy S4.
Technology: The rapid progress of technological innovations in the smartphone industry has forced many smartphone makers to invest heavily in R&D so that they are able to keep up with the competition and create significant points of difference. (Business Wire, 2013) Likewise, Samsung is subjected to the...

Other assignments on Samsung Galaxy S4 Marketing

Marketing Plan Essay

4888 words - 20 pages 1003MKT Introduction to Marketing Ethan Low – S2801767 Kevin Abraham – S2806106 Scott Zheng – S2824947 Janith Mahaliyanage-s2806100 anne ASSESSMENT 2: MARKETING PLAN Contents Executive Summary 3 Company Analysis 4 PESTL Analysis 5 Political 5 Economic 5 Socio-cultural 5 Technology 5 SWOT Analysis 7 Strengths 7 Weakness’s 7 Opportunities 7 Threats 7 Objectives Mission Statement 8 Market Objectives 8

Mobile Communications Essay

6859 words - 28 pages with 16% and RIM with 14.9%. The smartphone market is now larger than the PC market. Smartphones outsold PCs in Q4 of 2010 by a margin of 101 million to 92 million. With the introduction of the iPad in 2010, along with HP TouchPad, Samsung Galaxy, and other tablet computers, the distinction between mobile communications devices and portable computers has been erased. EXHIBIT 3: Market Capitalization of Key Industry Players |Company

Case Study Of Apply

7638 words - 31 pages affect the operations if they occurred at any time. Social factors Apple products have proved to be successful in various cultures basically due to the fact that the products are dependent on advancement of technology something that has been embraced in almost all corners of the world. That said, Apple needs to thoroughly consider each market as an individual market and develop marketing strategies that are going to be effective in each market

Mgt216

714 words - 3 pages The first ethical issue presented in the ethics game simulation was whether to warn consumers about the contaminated product and what information to provide consumers about the contaminant. The second ethical issue was whether to sell a product that does not meet U.S. safety requirements in a foreign market that has lower safety restrictions. G-BioSport was not required to meet prior approval from the Federal Drug Administration before they

Economy Effect Of Marijuana

277 words - 2 pages Modern American History by Alan Renga 2nd Mid Term! You will be given 3 Short Essay questions and 20 Multiple Choice questions deriving from this list! 80 points total! The 1920s Warren Harding then Calvin Coolidge Tea Pot Dome 1st Red Scare Immigration Restriction, Sacco and Vanzetti Langston Hughes, Marcus Garvey, KKK Prosperity, advertising Prohibition, Al Capone Flappers, Clara Bow, Rudolph Valentino Babe Ruth, Jack Dempsey

The Vc Shakeout

2033 words - 9 pages marketing their relevance to entrepreneurs who don’t need capital as much as they need guidance. Instead of marketing their operational expertise, their well-developed networks of experts, and the personalized attention they can offer, many VC firms have resorted to peddling wildly attractive financing options. “The perception is that FEW DEALS 7,986 $100.4B NEW DEALS 1,863 TOTAL INVESTMENT $7.3B 1995 $30.4B NO EXITS $93.3B LONG WAITS

Hospitals Paper

6014 words - 25 pages I hope to provide in this paper a comprehensive understanding for what the term “hospital” has become. Hospitals are an extremely complex system that man has created and shaped and reshaped throughout history. My goal in writing and researching this paper will be to provide those who read it a clear understanding on how the hospital system got to where it is today, and to shed some light on the many organizations that affiliate with and

Course Syllabus

2610 words - 11 pages [pic] COURSE SYLLABUS Semester: Fall, Year: 2012  College Mission Statement Richard J. Daley College provides high-quality education which leads to academic success, career development, and personal enrichment that fulfill diverse community needs. Mathematics Department Mission Statement Our mission is to deliver excellent service and to provide learning opportunities by offering a wide range of mathematics courses, which will help our

Management

1477 words - 6 pages Boeing Management Planning Heather Oetzel MGT 330 October 22, 2012 Joe Cheng Abstract Boeing is known as “the world’s leading aerospace company and the largest manufacturer of commercial jetliner and military aircraft combined ("The Boeing Company: About Us", 2012). Every company uses different types of management techniques including how the planning function of management is used. Planning allows organizations to develop how the

Assisted Suicide

1015 words - 5 pages Should physician-assisted suicide be legal? While I believe if one chooses to end his or own life through physician assistance for reasons that they chose, the choice should be up to the individual. Physician-assisted suicide should be at one's discretion. “Assisted Suicide, also called Voluntary Euthanasia, is currently a contentious issue in many countries. Because Euthanasia is legal in a few modern democracies: the Netherlands, Belgium

Tanglewood Case 1

797 words - 4 pages Tanglewood’s staffing strategy requires the organization to make key decisions about the acquisition, deployment, and retention of the organization’s workforce. In order to accomplish this, Tanglewood’s must make thirteen decisions regarding its staffing levels and its staffing quality. One of the first decisions that Tanglewood needs to choose is to acquire or develop talent. Tanglewood should try to develop their current talent because one

Similar Documents

Mr Kochulem Essay

835 words - 4 pages these distinct customers have been defined, a marketing mix strategy of product, distribution, promotion and price can be built by the business to satisfy the target market. Samsung targets those people who want to buy new technology based Android sets with which they can use it for any type of networking as well as communication. As target marketing is a key to success of a business, Samsung has targeted the oversized Samsung Galaxy Note

Brand Audit On Samsung Essay

2468 words - 10 pages has seem immense success as a manufacturer of smartphones,it has launched a few sub brands. In terms of sub-brands for Samsung, the “Galaxy” phones and tablets have been the most prevalent example. This series gave competition to Apple’s (Samsung’s biggest competitor in smartphones) sub brand i.e the Iphone. Product Categories and Brand Structure Before we look at the brand structure,we shall briefly describe the product categories that

Samsung Essay

1901 words - 8 pages , Joseph R. "Ethical Theory and Business." An Introduction to Business Ethics. 5th ed. New York, NY: McGraw-Hill/Irwin, 2014. 38-41. Print Quelch, J., & Harrington, A. (2008). Samsung Electronics Company: Global Marketing Operations. Harvard Business School, 32. Rosenblatt, Joel. "Apple, Samsung Agree to Mediator in Effort to Settle Suit."Bloomberg.com. Bloomberg, n.d. Web. 17 Feb. 2014. Salazar, Heather. “Kantian Business Ethics,” in Business in Ethical Focus, ed. Fritz Allhoff and Anand J. Vaidya (Broadview Press, 2008) The (Unofficial) Samsung Galaxy Gear SmartWatch Book. (2013). LOTONtech Limited.

Apple Analysis

2604 words - 11 pages copying design and feel of its iPhone and iPad. In turn Samsung has sued Apple in South Korea, Japan and, Germany for wireless patent violations. Apple has won temporary injunctions forbidding the sale of the Galaxy 10.1 tab in Germany and Australia (O’Rourke, 2011). Porter generic strategies are ways to gain a competitive advantage. They can be broken down into broad cost leadership, broad differentiation and focused strategy. Broad