Samsung Service Marketing 01-03 PDF

Preview

Summary

Marketing research about Samsung...

Description

Introduction From its origin as a small export business in Taegu, Korea, Samsung has developed to end up distinctly one of the world's driving gadget company, spend significant time in computerized machines and media, semiconductors, memory, and framework incorporation. Today Samsung's inventive and top quality items and procedures are world perceived. This course of events catches the real turning points in Samsung's history, indicating how the organization extended its product offerings and achieve, developed its income and piece of the pie, and has taken after its central goal of improving life for customers around the globe (Samsung, n.d.).

The benefit of Samsung in terms of its product is that there is a trust on all Samsung products because of the way Samsung products have performed in the last few years. Problems with the products has been negligible. And with its Smart phones, Samsung has achieved a status symbol for its customers. At the same time, Samsung is known for its service and people know that Samsung gives a very fast service for any of its product. Thus in the marketing mix of Samsung, the product portfolio is one of the strongest point for Samsung (Bhasin, 2016).

Develop 7 P's Marketing mix elaborate

Marketing mix refers to the set of actions, skills and strategy that a company uses to promote and sell its brand or product in the market. And the 7P‟s of marketing mix of Samsung are; First, price. Price refers to the value of a product. Price can be set by depending on the cost of product, segment target, and affordability of market and many more. It can also be set by the supply and demand of the market. Samsung apply various pricing strategy in the company and they are pricing competitive and price skimming. Price competitive is company set a price of a product based on what the competitor is selling in the market. This strategy is often used by businesses that are selling similar product in the market. Other than smart phones, Samsung apply the competitive pricing on television, air conditioners and refrigerators due to there are stronger competitors in the market. With 1|P age

competitive pricing, Samsung is able to compete against the stronger competitors in the market. For example, LG‟s washing machine is at a price of RM3,499. Samsung sell it at RM3,199 in order to compete against LG (Citibank, 2014). On the other hand, price skimming is a company set the highest price that a customer is willing to pay. Moreover, as the demand is met, company will set a lower price in order to attract more customer to purchase the product in the market. Samsung smart phones are considered as one of the best smart phones in the market. Thus Samsung apply the price skimming to set a high value on the new product and once the product is old or similar product catch up, Samsung drop the price immediately. For example, Samsung S7 Edge first launched with a price of RM3,199 until there are similar product such as Huawei P9 launched, Samsung immediately drop the S7 Edge price to RM2,499 in order to attract more customers.

Second, product. Product can be tangible and intangible. Tangible can be physically see/touch such as food, drinks, cloth and intangible cannot be see/touch but to feel the service such as salon, insurance and many more. Samsung

have tons of product in their company such as

smartphones, television, home theatre, tablet, washing machine and many more. One of the most top selling product in Samsung is smartphones. The reason that Samsung smartphones is so good in the market is because Samsung give customers guarantee product, high end technology, reasonable price and good service. And few of Samsung‟s top selling smartphones are; Samsung Galaxy Note 7. It is a smartphones that support Android 7.1. Samsung Galaxy Note 7 also comes with glass aluminium body which look elegant from the bottom to the top. Moreover, it has a high technology of fingerprint and water resistance built in features which attract customers the most. Samsung Galaxy Note 7 also have the sharp and clear 12 megapixel camera that help the customers to snap all the memories clearly. Lastly, Samsung Galaxy Note 7 comes with various colours and they are black, gold, silver, pink and white (MILL, 2017). On the other hand, Samsung Galaxy S7 Edge is also one of the top selling smartphones in the market. Samsung Galaxy S7 Edge support Android 6.0. It has a high technology of iris scanner, stylus and dust resistance built in features to attract the customers. USB 4.0 is one of the new technology that attract the customer too. Which is faster transfer rate between smartphone 2|P age

towards other devices. Furthermore, Samsung Galaxy S7 Edge has an impressive battery life which can last 36 hours of standby mode. Lastly, Samsung Galaxy S7 Edge come with various colours such as black, gold, blue and white.

Third, place. Place refers to the product or service that is going to be located at. Place act as important role in the marketing mix. A good and right place will lead a business to success such as facing the road or located in a right demographic area. Oppositely, a bad and wrong place will lead a business to face failure and loss. Samsung locate their business through various channels in the market to sell their product and service and they are online and offline channels. In online channel, Samsung sell their product on their official website such as www.samsung.com. Customers are able to make reservation and online booking of their product such as smartphones, television or other products through the internet. This will help the customer to save time instead of directly walk into the shop. On the other hand, instead of directly sell the products to the customer, offline channel refers to the B2B model such as selling the products to retailers and sub dealer in the market. For example, Samsung sell their product with large volume of quantity towards the retailer in the market such as SenQ, mobile shop and telecommunication shop (Maxis and Digi). Furthermore, distributor also sell Samsung products to e-commerce site such as Amazon, Lelong and Lazada in order to help Samsung to sell their product to their customer. Which indirectly help Samsung to sell their products in the market (O'Leary, 2016).

Forth, promotion. Promotion refers to informing the upcoming product and promotion such as new product or discounts to the market. It can be promote through online such as internet or offline such as banner, newspaper and many more. Samsung is known as a very attractive and

3|P age...