Date: July 21, 2013

To

Professor (Dr) Kamal Uddin

Department of international Business

University of Dhaka

Reference: Letter of Transmittal

Dear Sir,

With immense gratitude, I would like to take the opportunity to present to you this working report that I have prepared as a requirement of my course. I am glad to have been blessed with your guidance and support throughout the course.

I will be very grateful, if you could kindly provide me with your valuable feedback on this study of mine. I look forward towards receiving your valuable opinion on this report.

Thank you once again for your endless support and supervision.

Yours Sincerely,

Md. Shahidul Islam

ID: - 80129026

EMBA ,Batch: 9th

Un iversity of Dhaka

ACKNOWLEDGEMENT

I am deeply indebted to prepare an assignment of Global Marketing on “Marketing strategy of a global brand: “SAMSUNG”

I would like to mention our gratitude to honorable Course Coordinator, Dr. Md. Kamal Uddin,

Course Coordinator, EMBA Program, Department of International Business, University of

Dhaka, for letting me to prepare this paper.

Table of Content

Introducing the product  Page-

The History Of The Samsung Electronics Page-

SAMSUNG in Bangladesh Page-

Samsung at Present Page-

Mission: Vision and strategy Page-

Objectives Page-

Market Segmentation Page-

Competition in the market Page-

Marketing Mix of Samsung Products Page-

Marketing principles of SAMSUNG Page-

Samsung features & four V's Page-

Samsung’s 4 V’s Page-

Samsung Supply chain Page-

Samsung s current marketing strategy Page-

Pricing strategy  Page-

Branding  Page-

Product life cycle-Samsung  Page-

P.E.S.T analysis Page-

Conclusion

Introducing the product 

Samsung is a communications based company, which focuses on mobile  telephone technology. When mobile phones first became available on the  market the models were very basic withthe best technology being SMS  messaging (sending written "text messages" from one phone to another).  Then the next advance in technology was being able to put different  faces on your phone (different style covers for the front and back of  your mobile device) and after that the technological advances have come thick and fast, with advances such as: 

* MMS 

* WAP (internet) 

* Polyphonic ringtones 

* Predictive SMS (where the phone will finish off a word for you if it can guess what you are typing) 

* Camera phones and 

* Video recorders 

The History Of The Samsung Electronics

Samsung is a telecommunication company with headquarters in Espoo (South Korea). It is best known as the world's most famous mobile phone manufacturer, and it is, furthermore, the provider of consumer products such as set-top boxes, equipment for broadband Internet and IP and mobile networks.

Samsung is also a supplier of the automotive industry and offers things like speakers for various car brands. After the March, 2009 study by Gartner Inc., Samsung has a worldwide market share of 38,6 percent in the cell phone sector, ahead of Samsung (16,3 percent), Motorola (8,7 percent) and Sony Ericsson with 7,6 percent. The fiscal income of Samsung was 2.6 billion dollars in 2010.

The company was founded in 1865 by engineer Fredrik Idestam in Tampere, the southwestern part of South Korea. At that time, he initially introduced paper products that were exported to Russia and Great Britain. Since the beginning of the 20th century, the Electronics designed mainly commodities such as rubber boots and wheel-frames for wheelchairs. Up until today,

there is Samsung's name emblazoned on a wide range of bicycle tires although they are no longer fabricated by the company.

Today's Samsung firm was formed in 1967 by the merger of the Samsung Electronics - the original paper mill, as well as the local cable and rubber works. With this, the foundation of modern technology companies was laid. Scandinavia received its first mobile network, NMT, in 1981, and Samsung brought its primer car phones for the network on the market. The initial portable cell phone was made only in 1987.

Meanwhile, Samsung fixed production for network and entertainment technology in South Korea, China, Germany, Mexico, Poland, Brazil, England, Italy, Hungary and the United States. Accessories and services were offered in all these countries, and Samsung had to hire approximately 55,500 employees globally in 2004.

The Canadian and former Microsoft senior manager Stephen Elop replaced on September 21, 2010 the Finn Olli-Pekka Kallasvuo in the management team, who held this position since 2006. On April 1, 2007, Samsung and Siemens joint venture; thus the Electronics became known as Samsung Siemens Networks. This was the third largest telecommunication provider in the world behind Alcatel-Lucent and Ericsson-Marconi.

In February of 2011, the new management announced that Samsung's smart phones are now available with the Microsoft operation system Windows 7 Phone Equips. Until that time, Samsung had relied on its home-grown working design Symbian. Previously, the company had lost ground: It held to have a market share of 36,4 percent in 2009; however, according to the IT research firm Gartner, only 28,4 percent of all mobile phones sold worldwide in 2010 were manufactured by Samsung.

Samsung provides a number of firewall and VPN products with its own operating system IPSO. In December 2008, Check Point took over the security technology from Samsung for an undisclosed amount of money. In 2009, Samsung exerted pressure on the Finnish government. This happened in order to enforce a law that made monitoring the electronic communications of employees possible. Samsung threatened that, in case of rejection, it would leave South Korea. The law of the media, "Lex Samsung", was approved on March 4, 2009.

The joint Samsung Siemens Network was under fire due to the delivery of monitoring systems to Iran, as they were used to curtail freedom of expression and the suppression of protests by the Iranian presidential elections in 2009. Most other countries that are not democracies are returning customers of the Samsung Electronics, too.

The author Frank Piasecki Poulsen has gone in search of coltan mines in the Congo. He conducted several researches, as, there, the essential minerals for the Samsung cell phone

production are decomposed in inhuman conditions. In his documentary, "Bloody phones", he confronted Samsung and asked to put its own profitability before the social responsibility, as recommended by human rights organizations.

A little insight concerning the ring tones of Samsung's cell phones: The sound for text messages is the Morse code for SMS. Similar to this, is the ascending signal tune, which is the Morse code for "connecting people". The Samsung ring tone, probably the best known mobile sound on earth, is derived from a guitar piece called "Gran Vals" by Spanish musician Francisco Tarrega. Samsung used this ring tone in all its phones and most TV commercials as an audio logo.

SAMSUNG IN BANGLADESH

Excel Telecom IS the national distributor of world famous brand SAMSUNG in Bangladesh  since 2006. Samsung is a world leader in telecommunications, driving the growth and sustainability of the broader mobility industry. Samsung connects people and helps to exchange information that matters to them with easy to easy and innovative products like mobile phones, devices and solutions for imaging, games, media and businesses. Samsung provides handsets, equipments, solutions and services for network operators and Electronicss.Taking the challenge of meeting today's dynamic changing needs, Excel Telecom along with Samsung gave birth to a highly service - oriented environment which assures you of a unique service and experience in customer care. Addressing the future of wireless and wire line telecommunications, Excel Telecom is committed to meet future demands. We can supply the full range of Samsung mobile handsets. We have efficient, reliable and friendly sales force to offer you the best available service. Excel Telecom believes that in today's highly competitive world, information and communication gives the edge over competition in keeping with that we have a full fledged IT dept. which helps in designing and running both web based online ERP systems.

Samsung at Present

In 1992, the company launched its first GSM handset and then introduced their famous Samsung Tune in 1994. During that year, the world’s first satellite was made using a Samsung GSM handset.

In 1997 the world famous mobile game “Snake” was presented in the Samsung 6110. Soon after, in 1998, the company became the world leader in mobile phones. Following a good deal of research, they launched the first mobile phone “Samsung 7110” which included a WAP.

Samsung Now:

Presently, Samsung is creating more and more mobiles phones with differing functions. The company also makes sure into diversifying and segmenting its products. Their leading position pushed the company to go forward in their research. They came up with the first 3G Phone in 2002, and the multi-player Samsung N-Gage. In 2005, the N-series were born with their sophisticated mobile phones.

In 2006, Olli-Pekka Kallasvuo became the new CEO of Samsung and Jorma Ollila shifted to being the Chairman of Samsung’s board. At that time Samsung and Siemens announced plans for Samsung siemens network the leading operations of Samsung. In 2007, Samsung launched its new internet services brand.

In order to achieve its goals, Samsung developed strategies. These strategies differ from country to another, from a culture to another. Companies are always creating a vision and a mission statement to make everything tacit. Evidently, Samsung has set up its specific missions and visions.

Mission: Vision and strategy

Mission & VIsion of Samsung

Mission Statement:

1-To guide and focus decision making

2-To create a balance between the competing interest of various stakeholders

3-To motivate and inspire organizational members

However, it is important to point out that mission statements do not always deliver the promised benefits. In reality, mission statements are often unreadable and uninspiring, and articulate values that are unrealistic or are not aligned with day-to-day organizational behavior.

Previous mission statement research focused primarily on the content of mission statements and/or on the manager’s perception of the mission statement. Meanwhile, the mission statement perception of individual organizational members received little attention.

Vision Statement:

Samsung wants to create a new world; to transform a big planet to a small village. Their vision is to create, build, and encourage people from all countries to communicate with each other in order to create a world where everybody is connected.

Our promise is to help people feel close to what is important to them Samsung is a consumer led company. There is a progressive and continuous increase in consumer involvement with technology and communications globally. People are broadening their modes of communication to include the web and, social networks are becoming central to how people communicate. People want to be truly connected, independent of time and place, in a way that is very  personal to them. And, Samsung’s promise is to connect people in new and better ways. Samsung’s strategy is to build trusted consumer relationships by offering compelling andvalued consumer solutions that combine beautiful devices with context enriched services.

Objectives:•To set up a new brand image for Samsung’s mobile phone: Creative and Trendy

•To meet the needs of the niche: Young and Rich customers who are pursuing stylish lifestyle

•To maximize current profit.

•To lead the mobile phone market with innovative and modern new products.

One of the best tools to measure its marketing objective is through SMART i.e. Specific, Measurable, Achievable, Realistic, and Time bound.

Specific: It refers to be precise about what organizations marketing objectives. In case of Samsung SIM cards, Samsung needs to determine the target market which it will be focusing. It also needs to specify it’s positioning of SIM cards among the population such as teenagers, college students, professionals, etc.

  Measurable : It refers to quantify a firm’s objective. In case of Samsung SIM cards, it needs to measure the growth rate of the market and plan its strategies accordingly.

Achievable: It refers an organization to verify its objectives and to make sure that they are not expecting too much growth from the market. In case of Samsung SIM cards, it needs to have a

detail market as well competitor analysis so that they can accordingly plan its marketing objectives.

Realistic: It refers to availability of necessary resources to achieve the objective of an organization. In case of Samsung SIM cards, Samsung has necessary resources such as financial, R & D, Human resource, etc. Therefore, their objective is realistic.

Time bound: It refers to state the time when the objective will be achieved. In case of Samsung SIM cards, as they have necessary resources and expertise R & D, they can enter the mobile network market within a short period of time.

MARKET SEGMENTATION

Market Segmentation

It is process of dividing the market in to segments based on different characteristics. The various ways to segment the market are: Demographic, Psychographic, etc. Consumer based segmentation can be executed on product specific basis. It is a process of segmenting customers on various dimensions. Samsung has to target its customers based on their usage. For instance, cheaper call rates and SmS for college students, faster internet connectivity for professionals, etc.

In order to evaluate the market segment, Samsung needs to look at two major factors: Overall attractiveness of the market and company’s objectives and resources.

 Cost Leadership: A company who tries to gain competitive advantage by pricing its product lower than competitors can achieve strategic growth through cost leadership. In case of Samsung, the price of the SIM cards should be kept low to target broad market and achieve cost leadership. They can thus achieve competitive advantage among customers over its competitors.

Differentiation: It refers to an organization offering its product or service that differentiates from its competitors to gain competitive advantage. In order to differentiate its product a company has to incur higher cost in its R & D. Samsung can differentiate its SIM cards by offering customize service plans to its customers which they can select as per their usage.

 Focus:  The firm which focuses on a particular market tries to use niche marketing to gain competitive advantage. It is done through targeting its product offering to narrow market. Samsung can use this strategy to gain competitive advantage over its competitors by targeting its

SIM cards particularly in rural market which is still untap to a certain market. It may also involve a high cost but they can use their cell phone market geographical reach to target that market.

Competition in the market

With all this technology available in the communications market it is obvious that Samsung will have lots of competition, they include: * Sony Ericsson 

* Samsung 

* Motorola 

* Siemens 

* Panasonic 

* NEG 

* Sagem and 

* Toplux 

With all of these competitors in the market Samsung must keep ahead of the game by running successful marketing strategies, to do this Samsung must focus on the principles of marketing. At the moment Samsung are the  world's best selling phone company (see table below which shows market share). Samsung strengthened its lead as the No. 1 vendor in the market during 2000 with shipments growing 66 percent over 1999. Some of the company's success was attributed to a strong second half in 2000 when 59 percent of sales occurred. 

1. Samsung 37.2% (34.7% 1Q02) 

2. Motorola 17.3% (15.5%) 

3. Samsung 9.8% (9.6%) 

4. Siemens 8.5% (8.8%) 

5. Sony-Ericsson 5.2% (6.4%) 

Marketing Mix of SamsungProducts

Mobile phones Classic series – The Mobira series Original series

1000–9000 series

  Samsung 2000 series – Basic series

Samsung 3000 series – Expression series

  Samsung 5000 series – Active series

  Samsung 6000 series – Classic Business series

  Samsung 7000 series – Fashion and Experimental series

  Samsung 8000 series – Premium series

Samsung 9000 series – Communicator series (discontinued) Special function phones

  Samsung Eseries – Enterprise series

  Samsung Nseries – Multimedia Computer series

  Samsung N-Gage – Mobile gaming devices (discontinued)

Vertu – Luxury phones

Cardphones (PCMCIA)

Concept phones Other products

Digital television

ADSL modems

WLAN products

Telephone switches

GPS products

TETRA

Internet tablets

Marketing principles of SAMSUNG

There are many priorities within a business, but in a marketing orientated company like Samsung, many of the following principles will be high on the agenda:

1. Customer satisfaction:Market research must be used to find outwhether customers' expectations are being met by current productsor services.2. Customer perception:this is based on the images consumers haveof the organization and its products, this can be based on; valuefor money, product quality, fashion and product reliability.3. Customer needs and expectations:

This is anticipating futuretrends and forecasting for future sales. This is vital to anyorganization if they wish to keep their entire current marketshare and develop more.4. Generating income or profit:This principle clearly states thatthe need of the organization is to be profitable enough togenerate income for growth and to satisfy stakeholders in the business. Although satisfying the customer is a big part of acompanies plans they also need to take into account their ownneeds, such as:5. Making satisfactory progress: Organizations need to make surethat their product is developing along with the market, if a product is developing well, then income should increase, if notthen the marketing strategy should be revised.6. Be aware of the environment:An organization should always knowwhat is happening within their designated market, if it ischanging, saturation, technological advances, slowing down or rapidly growing, being up to

date on this is essential for companies to survive.

Samsung features & four V's

Features

Quality: Samsung phones are solid. The quality of sound and the button make you feel ill at ease with the phone. Its materials and components are one of the most important factors that push the customers to buy it, the design too.

Speed:   A Samsung phone response and transfer quickly items for a phone to another. Also the short cut, easy, evident and simple to use.

Dependability: Samsung phone will never let you down because of the high autonomy of the battery. In some phones, especially professional ones, they offer an extra battery to be always available.

Flexibility: They produce cell phone suitable to every kind of person. They have a wide range of style, from the basic use to the professional one. Depending on the status, the software’s are not the same. The features of phones for young people are not the same as the professional one as they differ in the complexity of their systems.

Cost: They produce a wide variety of products ranging from cheap to very expensive. Most of the people can buy a Samsung starting from 300 Dh, for e.g. Samsung 3310, to the expensive one like the Samsung Sapphire that cost around 14,000 Dh.

Samsung’s 4 V’s

Volume: Samsung has a medium to high volume because its produces a large quantity of cell phones but not everyday. People buy a cell phone once generally for a year or two.

Variety: Samsung produces only cell phone and other software. The variety of the company is very low. 

Variation: The variation in demand is very high. Samsung attempts to meet the requirements of their customers both professional and ordinary ones.

Volume: Samsung is located over 40 countries all over the world including shops. We can see the brand name everywhere and it’s much known.

The company has a mass and cell production process. It’s a mass because it produces a large quantity of cell phones and it’s a cell production because each cell phone is produced in a plant in China, South Korea and Brazil. The manufacturing of each phone is done separately.

Samsung Supply chain:

For Samsung, the reality of a supply chain management is a fact; and the commercial organization chosen and the levels of service displayed are proving it. Samsung doesn’t sale its cell phones directly to individuals, they sale them through operators such ( Bouygues, SFR, Maroc Telecom) and to distributors (Cora, Auchan, Carrefour…) also to traders who are intermediate who are responsible for the marketing of  Samsung products with the small distributors. The supply chain management of Samsung is very strategic because of the market expansion. It’s a market who grows slowly, so they should optimize resources and the capacity of production. Another point that shows the importance of supply chain manager holds that the competition is exacerbated. One of the operators have manufactured in the Scandinavian countries, so Samsung has to take decisions to optimize the supply chain to counter their offer. As a big MNC, it should be much organized. In the beginning it plans forecast. Samsunglooks to the market three years. Then, they make a forecast in their sales over 12 months.Every subsidiary develops previsions of their market. In their prevision of sale, things aren’tsimple. It does not only make a historical observation and then have a prevision, no; it must be taken into account the rate of penetration in the country and its level of growth in thefuture. It looks the part of the market that needs improvement.These 12 months forecast and the daily schedule in the very short term allows twothings. It allows Samsung to know it needs for the next weeks and for the next months, per 14 country, per family products. Then Samsung will optimize the capacity of production which isthen distributed. Each country will be given a part of production. Samsung is organised in the base of two teams. There is one team of prevision and sales  planning (logistics team), working against a team to optimize the daily production capacityand supply (supply team).

Samsung s current marketing strategy

MARKETING MIX

It is the most famous marketing term and is used by all organization to target its customers. The elements of marketing mix are the basis of a marketing plan. It includes 4 P’s for products and 7 P’s for services. They are Product, Price, Place, Promotion and extended P’s i.e. Physical evidence, People and Process for services.

Product

A product is a tangible thing that is sold by an organization to its customers in order to gain market share. To gain market share a firm needs to differentiate its products from competitors, be innovative, and eliminate the products which are not doing well in the market. In case of Samsung, it is a market leader in cell phone market. To gain market share and increase its customer base, Samsung is diversifying into SIM cards market. To differentiate its product from the competitors it has to use various strategies such as mass marketing. The product offered by Samsung i.e. SIM cards can be described with the service that they can offer.

Price

Price refers to the amount a customer is willing to spend. It is determined by a number of factors such as market share, growth rate, competitor pricing, etc. Is a key factor in the selling of a product, and is usually the one that is open to the most change based on different pricing strategies, for example, competitor based, penetration or skimming. The three main factors affecting the amount charged for a product or service, are; the cost of production, customer demand and competition. 

Place

It refers to geographical area where the product is placed. It also includes outlets, distribution channel. This refers to the chosen outlets for a product or service, for  a product to be very successful it must be easy to access, Mobile  phones are very easy to access nowadays, they are sold in  supermarkets, specialized outlets (either by network or brand) and all  major department stores. 

Promotion

It represents all the marketing activities that are carried to promote a product in the market.

There are various mediums to promote products such as advertisements, hoardings, etc This

involves providing information to the customer over a  variety of media platforms, using

radio, television and print  advertising as well as using other promotional tools such as

"money  off deals" and "free giveaways". . It can use celebrities, advertisements,

hoardings, sponsoring events, etc. They can also spread awareness about its SIM cards by using

canopies outside colleges.

Samsung's marketing mix has worked very well until recently as the market they are aiming at

has become more and more saturated and after looking at all the mobile phone sales figures, it

looks as if the phone companies can aim at this same youth market for about another 2 years

until they need to change, but they should change sooner so they can start making a bigger profit

and get a head start on the competition who will also have to change the market they are

aiming at. Samsung's current promotional strategy is working very well as they  are able to "talk

to" a large number of consumers in different markets rather then the niche markets the old

promotional strategies where restricted to. 

Pricing strategy 

Samsung's current pricing strategy is based on 2 main theories: 

1. Penetration pricing- although this strategy is usually for  companies that are trying to gain instant market share in a new  market, companies who are already well known in the market still do it with new products that carry new technologies so they can  take more market share form their competitors. 

2. Competitor based pricing- this is used when there is a lot of  competition in the market and a company is looking to take another  companies market share by offering the same or similar products  for a lower price, this happens a lot in the communications market  and this strategy is used by every mobile phone producing company  that is still in business. 

Samsung's pricing strategy has proven very effective, this is down to  the fact that they first sell their products for high prices and have  very limited sales but make big profits on each sale, they then lower  the price of their product and have lots more sales but they make less  profit, but they still make a large profit due to the amount of sales,  the other reason that they are so successful is that they offer high  quality products and they sell them for the same price and sometimes  even lower prices then the competition and have now built up the  highest market share, they currently have 37.2% of the mobile phone  market share and are the biggest selling mobile phone company in the world. 

Branding 

Samsung phones are seen as being of the highest quality and this is  reflected in their massive sales figures. The fact that they are seen  to be such high quality products is partly down to successful  branding, they have a highly recognizable packaging style and the  style of their handsets is similar in every line of production with  the company name printed just above the screen and just below the  earpiece. The fact that Samsung operate such an aggressive marketing  strategy has elevated them above the competition as consumers are  fooled into believing that branded products are "better" then  un-branded products or products produced by lesser-known brands such as One Tel and other lesser-known phone producers in the market. 

Product life cycle-Samsung 

Introduction When Samsung phones were first introduced they required a lot of promoting and advertising as they weren't established enough to sell based on their quality and what they offer to the consumer, so this is where Samsung spent the largest amount of money promoting their productsand establishing their brand as a leader in the communications market. Also when mobile phones were first available there were only a few companies as well as Samsung in the market (Sony e.t.c) so they could charge higher prices then they can at the present time in the product  life cycle because no companies would dare to enter a price war with  such a new product. 

Growth This stage of the life cycle also has high promotion costs involved in it, this is due to the fact that mobile phones are becoming  established as a consumer necessity and lots of other companies decide  to enter the growing market, although companies do not need to assure  customers that they need a mobile phone, Samsung have to assure the  customers that they want a Samsung

phone and this is where the high  promotional costs come from. Maturity 

In this stage the promotional costs do decrease as the more popular brands, such as Samsung and Samsung, have gathered the majority of the market share and only have to show customers that they have a new model out and it will sell well, as they have been established as a quality brand and customers no-longer need to be persuaded to buy Samsung brand technology. Decline 

This is the stage that the mobile communications market, including Samsung, have recently entered (Samsung had reported the first drop in sales in the first quarter of 2002), and companies are nowpromoting, heavily, their new MMS products to the market in an attempt to get out  of decline and back into growth, with a new generation of technologically advanced phones that offer motion picture capture, camera technology and the opportunity to watch television on your handset. 

If a company has entered decline it needs to look at the S.W.O.T forms of analysing their market strategy, which I have fully evaluated in the following.

STRENGTH-The Leader in the Industry-Strong Financial Support for Investment-Strong R&D Unit-Strong Customers Relation.

OPPORTUNITIES-Close cooperation with Suppliers and Intermediaries-Tax Reduction-New Demand Created From the Advancement of Technology.

WEAKNESS-Lack of Innovation-Human Resources Management.

THREATS-Keen and Strong Competitors-Saturation in Current Market-Challenges of Continuous Technological Development

What I have found out by analysing S.W.O.T is that Samsung's main  weaknesses are: 

1. They are currently promoting their products to a market that is verging on saturation- Samsung need to re-launch some of the older models to a different market and only promote new products to the existing market segment. 

2. Their wag costs are already high, and are always rising- To solve this they can try and invent or discover machines that can increase productivity so that the number of staff currently employed (The average number of employees in 2002 was 52714 and this was a decrease from 57716 in 2001). 

3. High import charges are being implemented by the government- To counter this Samsung need to set up factories in more companies, this will have high start up costs but will eventually start to save Samsung money on import and export charges. 

I have also discovered that Samsung have established themselves as one of the most popular mobile communications companies in the market with a total of over 52000 sales in 1997 which was a 34% increase from 1996's sales.

P.E.S.T analysis

There are many external factors that can affect a marketing strategy  from developing; this is where Samsung use P.E.S.T analysis. I have  outlined P.E.S.T analysis on pages and further

analysed  the effect of these external factors on the development of Samsung's  marketing schemes below: 

Political factors- Legal factors, such as the G3 technology licensing  which has cost companies a total of 110 billion euros so far, are always around to stop Samsung from properly developing

strategies and further conquering the communications market. Also taxes such as import and export have an affect on Samsung's development and these are more-or-less impossible to avoid

unless a company can afford to run factories in every country and continent in the world. 

Environmental, Social and ethical factors- Many companies may view profit as more important then ethical practice and this can lead them to making illegal decisions and this has been a big contribution to many companies going out of business or loosing all their market

share to eco-friendly companies. Technological factors- In the communications market this is probably the most important

external factor in affecting a companies development of their marketing strategy as they must

always keep up to date with every change within the market if they are to be successful and hold on to their market share ad hopefully gain more. 

Conclusion:

It is most probably due to Samsung's innovation and continual progress that the company was able to attain such a high stand in the market. Another major factor that allowed Samsung to be so successful was the demands of the customers. Evidently, the customers were continually searching for faster, better, smaller operators, and it is because of these demands that Samsung was able to reach its level. Finally, it would be very interesting to also deeply investigate another major company, such as Sony-Ericsson, and determine the factors that differed and advantaged Samsung over the other company Samsung's current marketing strategy has helped them become the biggest selling brand in the communications market to date, but now sales are starting to decrease with the saturation of the current market segment so Samsung will need to do one of the following; Re-launch their products with an aggressive promotional scheme; Target a different segment of the market that has not been entered so Samsung can instantly gain 100% of the market share (although this is risky as the market might not take to their products and the demand might be low, so sales will also be low and prices will have to be high and this will further stop people from purchasing Samsung's products); Differentiate their products to offer something no other company can offer to the market or simply try and offer a different product altogether, such as landline phones or televisions.