Samsung's Marketing Strategy Essay Example | Topics and Well Written Essays - 1250 words

Samsung's Marketing Strategy - Essay Example Finally, and most relevant to this paper is Samsungs global Marketing Strategy. How has Samsung positioned itself to benefit where its competitors have failed? How much has the constant rollout of new products ensured that Samsung is an ever fresh brand? History of Samsung It has already been mentioned, the mobile phone arm of this global giant is a part of the much larger Samsung Group. The parent company was founded, in 1938, by Lee Byung–chull. It is currently a publicly listed company. At inception, the company dealt in groceries. Today, Samsung is a by-name for sleek electronics and heavy machinery. The company expanded and was moved to Seoul in 1947. However, the Korean War intervened and the company was closed. The founder later re-opened under the name Cheil Mojik. It was not dealing in groceries anymore. Instead, it dealt in woolen mill. It was the largest mill in South Korea at that time. The stage had been set for Samsung’s rich manufacturing heritage. The co mpany diversified into several fields. The company always sought to be the leader in every market. Along the same vein, Samsung entered the electronics industry in the late 60s. Its first product was a black and white television set. Later on, in 1977, the company entered the telecommunications industry. By the end of 2011, Samsung had sold over 300 million mobile phone devices worldwide. By so doing, it overtook Nokia. However, the competition is not over. Smartphone’s are said to be the next frontier in global telephony. How Samsung approaches this market depends very much on the development strategy it has adapted till now. The current development strategy will be under review below. Development of Samsung Samsung Telecommunications is a fairly recent entrant... It has already been mentioned, the mobile phone arm of this global giant is a part of the much larger Samsung Group. The parent company was founded, in 1938, by Lee Byung–chull. It is currently a publicly listed company. At inception, the company dealt in groceries. Today, Samsung is a by-name for sleek electronics and heavy machinery. The company expanded and was moved to Seoul in 1947. However, the Korean War intervened and the company was closed. The founder later re-opened under the name Cheil Mojik. It was not dealing with groceries anymore. Instead, it dealt in the woolen mill. It was the largest mill in South Korea at that time. The stage had been set for Samsung’s rich manufacturing heritage. The company diversified into several fields. The company always sought to be the leader in every market. Along the same vein, Samsung entered the electronics industry in the late 60s. Its first product was a black and white television set. Later on, in 1977, the company ent ered the telecommunications industry. By the end of 2011, Samsung had sold over 300 million mobile phone devices worldwide. By so doing, it overtook Nokia. However, the competition is not over. Smartphones are said to be the next frontier in global telephony. How Samsung approaches this market depends very much on the development strategy it has adapted till now. The current development strategy will be under review below. Samsung Telecommunications is a fairly recent entrant compared to some of its main competitors.