ANALYSIS OF MARKETING STRATEGY OF SAMSUNG GALAXY S IN VIETNAM MARKET PDF

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Ministry of FinanceUniversity of Finance – MarketingEssay on groupANALYSIS OF MARKETINGSTRATEGY OF SAMSUNG GALAXY SIN VIETNAM MARKETCLC_20DMAGroup 9:Tả Lê Ngọc Linh (Leader) - 2021008468Trần Thị Kim Ngân - 2021008488Võ Minh Thành - 2021008547Trần Khánh Minh - 1921000861Ho Chi Minh City, 2021TEA...

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Ministry of Finance University of Finance – Marketing 

Essay on group

ANALYSIS OF MARKETING STRATEGY OF SAMSUNG GALAXY S IN VIETNAM MARKET CLC_20DMA06 Group 9: Tả Lê Ngọc Linh (Leader) - 2021008468 Trần Thị Kim Ngân - 2021008488 Võ Minh Thành - 2021008547 Trần Khánh Minh - 1921000861

Ho Chi Minh City, 2021

TEACHER'S COMMENTS Group 9: Tả Lê Ngọc Linh (Leader) - 2021008468 Trần Thị Kim Ngân - 2021008488 Võ Minh Thành - 2021008547 Trần Khánh Minh – 1921000861 Section for teachers to write comments

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IMAGE CATALOG Image 1.1: Logo of Samsung Group Image 1.2: Samsung Electronics Vietnam Factory Thai Nguyen Image 1.3: Profits of samsung factories in Vietnam Image 1.4: Revenue of samsung factories in Vietnam Image 2.1: Viet Hung Bao Bi Ltd one of Samsung's first and most well-known providers of carton packaging and paper pallets. Image 2.2: Cellphone Store Image 2.1: the number of users of the top 15 countries Image 3.1: The percentage between men and women who expect Samsung or Iphone Image: 3.2: Versions of Galaxy S21+ 5G Image 4.1: Diagram of Samsung phone distribution Image 4.2: Currently, Samsung has up to 7 experience stores Image 4.3: Sponsor sporting events Image 4.4: Sponsor the 360mobi Championship Season 2 – 2019 Image 4.5:On November 24, Mr. Choi Joo Ho, General Director of Samsung Vietnam, presented scholarships to students

SUMMARY Smartphones gradually become inseparable objects for any individual. Among the brands in the market Samsung has had a leading position, referring to the current high-priced market segment, it is impossible not to mention the Samsung Galaxy S series. Samsung officially launched the Samsung Galaxy S series in March 2010, the first product in the “S” series. Since its launch, the Galaxy S has become one of the most powerful phones on the market. The high-end smartphone series has dominated the mobile phone market in the world as well as in the Vietnamese market. Samsung is constantly innovating and improving products to produce the most modern and innovative smartphone in every design of the product. To achieve the resounding success of Samsung, it is impossible not to mention the marketing activities of the business. Through the evaluation analysis combined with the theoretical bases learned in the subject of Marketing Principles, the group learned about the micro and macro environment; STP strategy, Marketing Mix strategy has given measures and recommendations to overcome the existing weaknesses in the activities of this business.

TABLE OF CONTENTS 1. OVERVIEW OF THE SAMSUNG GROUP ................................... 1 1.1. The formation and development process ....................................... 1 1.2. Products of Samsung Group .......................................................... 5 1.3. Interview of Samsung Galaxy S .................................................... 5 2. MARKETING ENVIRONMENT ..................................................... 7 2.1. Microenvironment .......................................................................... 7 2.2. Macroenvironment ......................................................................... 9 3. S – T – P STRATEGY ...................................................................... 13 3.1. Segmentation ................................................................................ 13 3.2. Targeting ...................................................................................... 15 3.3. Positioning.................................................................................... 16 4. MARKETING MIX STRATEGY ................................................... 18 4.1. Product Strategy ........................................................................... 18 4.2. Pricing strategy ............................................................................ 20 4.3. Place strategy ............................................................................... 21 4.4. Promotion strategy ....................................................................... 23 5. RECOMMENDATION .................................................................... 28 5.1. Recommendation 1 ...................................................................... 28 5.2. Recommendation 2 ...................................................................... 28 5.3. Recommendation 3 ...................................................................... 28 REFERENCES ...................................................................................... 29 APPENDIX .............................................................................................. a MEMBER CONTRIBUTION ................................................................ i CHECK FOR PLAGIARISM................................................................. j

1. OVERVIEW OF THE SAMSUNG GROUP 1.1. The formation and development process Overview of Samsung Group Samsung Group is one of the largest trading groups in Korea, started as a small export business in Taegu in 1938, founded by Lee Byung-chul, and has grown rapidly. Samsung Group is a diversified business group in Korea, including Samsung Electronics and Samsung Insurance. Currently, Samsung is one of the world's leading suppliers in many fields such as TV screens, mobile phones, electronic components and many other high-tech industrial products... Today's products and processes Samsung's cutting-edge, top-quality process is recognized worldwide. The company has been and will be expanding its product seriess and markets, increasing its profitability and market share, and pursuing its mission of helping to build better lives for customers around the world. In the business fields, Samsung Group has been focusing on the electronics industry. Therefore, when it comes to Samsung, one cannot fail to mention Samsung electronics company Samsung Electronics, Samsung electronics company, founded in 1969, is the largest division of Samsung Group, and is one of the leading companies. largest electronics company in the world.

Image 1.1: Logo of Samsung Group ❖ Other well-known Samsung subsidiaries: -

Samsung Electronics (largest electronics - high-tech company in the world by revenue, and 4th largest in the world by market value in 2012)

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Samsung Heavy Industries (2nd largest shipbuilding company in the world, second only to Hyundai Heavy Industry)

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Samsung Engineering and Samsung C&T (construction firms ranked 12th and 36th in the world, respectively) ❖ Other significant subsidiaries:

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Samsung Life Insurance (the world's 14th largest insurance business)

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Samsung Everland (managing Everland Resort, Korea's oldest theme park)

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Samsung Techwin (company engaged in space exploration, production of surveillance, protection, and military equipment, etc.)

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Cheil Worldwide (in terms of revenue, it was the 15th largest advertising firm in the world in 2012) In 2019, Samsung had the highest global brand value in Asia and was rated

fourth in the globe. In July 2020, Samsung surpassed major competitors such as Apple, Google, Sony, LG, Panasonic, Philips, and others to maintain its position atop the list of 1,000 most loved brands in Asia for the ninth consecutive year, as determined by leading market research firms Campaign - Asia-Pacific and Nielsen Media Research. According to Interbrand, in October 2020, Samsung will have surpassed automobile manufacturer Toyota (Japan) to become the most costly brand in Asia, ranking fifth internationally behind Google, Microsoft, Amazon, and Apple (USA). In November 2020, Samsung maintained its market share of 33.7 percent, surpassing Apple's (30.2 percent) to claim the No. 1 position, dominating the Smartphone market in the United States after ranking second for the previous three years (2017, 2018, 2019). Also in 2020, Brand Finance, the UK's independent brand valuation and strategic consulting firm, announced the results of its national brand report, in which Samsung's brand value was valued at approximately 95 percent. billion US dollars - ranked first in Asia, fifth in the world, ranked above many big names such as Facebook, Volkswagen, Walmart, Toyota, Huawei, ... and only after four US technology companies (Amazon, Google, Apple and Microsoft). By 2021, the aforesaid number will have risen to 102.6 billion USD, yet Samsung will still be ranked fifth in the world.

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Samsung has had a significant impact on the growth of the Korean economy, politics, media, culture, and social life, and is the driving force, the major 'nucleus' behind the success of the 'Miracle of the Han River.' Contributing one-fifth of the country's entire export turnover, the group's earnings also accounted for 17% of the Korean economy's overall GDP of $ 1.1 trillion in 2013. April 2009: The Samsung Electronics Vietnam (SEV) project, located in Yen Phong industrial park in Bac Ninh, was given an investment certificate and launched into operation with a capital investment of 2.5 billion USD. 2010: Launched the first 3D TV range in Vietnam, as well as the Galaxy smartphones that run on the Android operating system.

Image 1.2: Samsung Electronics Vietnam Factory Thai Nguyen At 2014, the Samsung Vietnam Electronics Thai Nguyen (SEVT) project was granted an investment license and began operations in the Yen Binh industrial park in Thai Nguyen, with a total investment capital of $5 billion USD. 2016: The SEHC (Samsung CE Complex) project of Samsung Vietnam, with a total investment of $2 billion USD, opened its doors at Saigon Hi-tech Park. 2017 saw the formal opening of the Samsung Group Solution Experience Center (EBC) and the Research and Development Center (Samsung Ho Chi Minh Research & Development Center – SHRD) in Vietnam.

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It is estimated that more than 300,000 Vietnamese people worked in Samsung's factories until the beginning of 2018. At the same time, Samsung Electronics Vietnam (SEV) is now not only an FDI enterprise with the largest production scale, the most rigorous and talented recruitment process, and is regularly ranked in the top "best places to work," but also the largest foreign direct investment.

Image 1.3: Profits of samsung factories in Vietnam

Image 1.4: Revenue of samsung factories in Vietnam

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1.2. Products of Samsung Group Samsung is a multi-industry corporation, the most prominent of which is in the field of electronics, a subsidiary of this group is Samsung Electronics - the largest high-tech in the world by revenue. Samsung uses its own brand, Samsung, uniformly for all of the company's products. The choice of the company name - the brand name to label the product represents a smart way of Samsung using the company's reputation to affirm the quality of the product. This shows the confidence of the business in ensuring the quality of the product and at the same time gaining the trust of customers when they dare to assert themselves in the market. Electronic products manufactured by Samsung are clearly labeled so that customers can really know the origin, origin and trust in this brand as well as distinguish them from counterfeit and fake products that are rampant in the market. school. To name its products, Samsung chooses to name new products as a mixed name: Company name + Product name. For example : • Samsung Galaxy series: Galaxy Z, Galaxy S, Galaxy Note, Galaxy A, Galaxy USA • Tablet series (Tablet): Samsung Galaxy Tab S, Samsung Galaxy Tab A • Smart watches: Galaxy Watch, Galaxy Watch Active, Galaxy Fit • TV series: Samsung Smart TV, Samsung LCD TV, Samsung Plasma

1.3. Interview of Samsung Galaxy S Samsung Galaxy S-series with a mission to always lead the trend, Samsung Galaxy S was first introduced on March 23, 2010, marking Samsung's first turning point into the smartphone business. Galaxy S is Samsung's high-end smartphone series with luxurious design, classy curved screen, powerful configuration, terrible camera with the aim of directly competing with Apple's iPhone series. The "S" in the word Galaxy S stands for Super Smart. Currently, the Galaxy S series is still Samsung's most successful product series, making a name for Samsung in the smartphone field.

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The Samsung Galaxy S series is a series of high-end Android mobile devices produced by Samsung Electronics. Together with the Samsung Galaxy Note, the lineup serves as Samsung's flagship smartphone model. Samsung later expanded the Galaxy S series to tablet computers with the announcement of the Galaxy Tab S in June 2014 and released the next month. As of January 2021, the latest smartphones in the Galaxy S series are the Samsung Galaxy S21 series, which were first released in January 2021. The Samsung Galaxy Tab series is the related tablet series, which includes the tablet Samsung Galaxy Tab S7 released in August 2020.Samsung Galaxy S Series: -

Samsung Galaxy S (June 2010)

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Samsung Galaxy S II (February 201)

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Samsung Galaxy S III (May 2012)

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Samsung Galaxy S4 (March 2013)

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Samsung Galaxy S5 (February 2014)

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Samsung Galaxy S6 | S6 egde | S6 egde+ | S6 active (March 2015)

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Samsung Galaxy S7 | S7 egde | S7 active (February 2016)

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Samsung Galaxy S8 | S8+ | S8 active | S Light Luxury (March 29, 2017)

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Samsung Galaxy S9 | S9+ (February 25, 2018)

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Samsung Galaxy S10e | S10 Lite | S10 | S10+ | S10 5G (February 21, 2019)

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Samsung Galaxy S20 FE | S20 | S20+ | S20 Ultra (LTE | 5G) (February 11, 2020)

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Samsung Galaxy S21 Series 5G (January 11, 2021)

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2. MARKETING ENVIRONMENT 2.1. Microenvironment • Suppliers Samsung is one of the world's leading technological companies, thus their phones are designed from the start to be international. As a result, Samsung places a premium on the quality of its suppliers' components. Advantest Corp and Canon Inc are two of Samsung's primary suppliers. Samsung also collaborates with Vietnamese suppliers and establishes long-term partnerships with them. By the end of 2019, 42 Vietnamese companies have become Samsung's first-tier suppliers, a growth of tenfold in only five years after just four units in 2014. Samsung plans to raise the total number of devices to 50 by the end of the year. Not to mention the hundreds of tier-2 suppliers who contribute to the world's largest electronic manufacturing chain. Viet Hung Bao Bi Ltd, based in the province of Hung Yen, is one of Samsung's first and most well-known providers of carton packaging and paper pallets.

Image 2.1: Viet Hung Bao Bi Ltd one of Samsung's first and most well-known providers of carton packaging and paper pallets.

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• Marketing Intermediaries Marketing intermediates assist Samsung in promoting, selling, and delivering its products to final consumers or buyers. Retailers are the primary way through which Samsung's new goods reach consumers in Vietnam, in addition to hosting showrooms to market new goods. “Thế giới di động” or “CellphoneS” are major retailers in Vietnam that are distributing most of Samsung's phone seriess. Besides, Samsung has also opened “experience stores” in recent years, contributing to expanding the retail scale for this brand.

Image 2.2: Cellphone Store • Customer Samsung's clients in Vietnam are quite diverse because the company owns a wide range of products in several areas. The Samsung A series will be used by students and low-income individuals while the S or Note series is for those with a lot of money. • Competitors Samsung is the most popular phone in Vietnam. Samsung offers a wide range of pricing due to its various phone seriess, allowing it to reach wider customers. Samsung, on the other hand, generates a large portion of its earnings from selling low-cost phones such as the A and M seriess. Samsung's Galaxy S series is always up against competition from other phone brands, making sales of the Galaxy S less impressive than sales of their low-cost phone seriess.

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In December 2020, iPhone's market shares in Hanoi jumped to 13.7 percent, approaching the sales of Vietnam's third-largest company. In November and October of last year, Apple's sales were only 8.6 percent and 5.2 percent, respectively. This is a remarkable statistic, indicating that Vietnamese users are eagerly anticipating the release of new iPhone models. Apple Inc. (iPhone 12 series officially debut in Vietnam from November 27, 2020). Remember that Apple only sells high-end product seriess (priced over 10 million VND) but accounted for over 13% of sales, whereas top brands like Vsmart, Oppo, and Samsung primarily accounted for sales thanks to low-cost seriess. As a result, it's clear that Apple is Samsung's most difficult competitor to beat if it wants to lead the high-end phone market. The Xiaomi Mi Mix series is a potential opponent to the Samsung Galaxy S series. Because Xiaomi has yet to release this phone series in Vietnam. The Xiaomi mi mix series's items are mostly distributed through small retailers in Vietnam. If Xiaomi's Mi Mix series is released in Vietnam, it will be a competitor to Samsung's Galaxy S series. Samsung's Galaxy Note series is a surprising rival to the Galaxy S series. With the differences in design and the Note series' ownership of the "S pen," Samsung has created an internal competition.

2.2. Macroenvironment • Economic GDP per capita increased 2.7 times between 2002 and 2018, reaching over USD 2,700 in 2019, with over 45 million people fleeing poverty. The poverty rate fell dramatically from more than 70% to less than 6% ($3.2 per day at purchasing power parity). Ethnic minorities make up the majority of the remaining poor in Vietnam, accounting for 86 percent. Vietnam's economy was severely impacted by the COVID-19 infection due of its deep economic integration, but it also demonstrated remarkable resilience. In 2020, GDP growth is expected to be 2.9 percent. Although Vietnam is one of the

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few countries in the globe to have positive economic growth, the epidemic has had long-term effects on households, with roughly 45 percent of those surveyed reporting lower income. Without the epidemic's impact, Vietnam's economy would not suffer the same negative consequences, and it could grow even faster. During the latest outbreak, Samsung likewise had a lot of problems. The virus initially impacted the supply chain, but this was rapidly remedied. Second, the COVID-19 pandemic has lowered phone demand. • Politic The phone not only serves as a means of communication, but it also reflects the owner's wealth and status. Any regulations pertaining to cell phone users are given proper consideration. The government has always made it easier for phone companies to compete successfully and equitably in the marketplace. Because the success of these firms generates cash for the state budget, creates jobs for a large number of people, and promotes economic growth. The open political environment is assisting corporations such as Samsung in expanding their production capacity. • Ecology Vietnamese culture is incredibly diversified, with distinct consumer behaviors in each region. Samsung has realized this, therefore whenever they produce a new Galaxy S, they always release two versions: S and S plus (in recent years, there has also been a high-end version of the Galaxy S series called S Ultra) to cater to a wide spectrum of customers with varying incomes and needs. Furthermore, each phone comes in a wide range of colors for customers to pick from (usually there will be 3 color versions). Vietnam's labor resources are also plentiful, making it easy for Samsung to grow its manufacturing capacity. • Technology Samsung is the world's largest...