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Marketing Strategy

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1 Analyse the role of marketing in the success of Samsung up to the time that the case was written.

Samsung, the Korean based electronics brand, has boosted its profile

and being listed as 21st valuable brands in the world (Zook, 2007).To become the world leading brand in electronic and digital industry, Samsung focused on using many strategies and understanding the role of marketing in their field of business to share its market with giant multinational makers such as Sony, Panasonic, JVC, Magnavox, and Toshiba (Kim, 2006). From the statistic of January 2007, Sony is the No1 in the electric market; however the shelf share of Samsung has slightly increased during the month because of the innovative of its products (Tarr, 2007).

Based on Mcdonald (1999), the role of marketing can divided into 4 areas which are product and service, processes, people and professional marketing .According to the product, Samsung has always been innovating their products over the period of time by using the new technology. The company changed to focus on quality of product instead of quantity in order to achieve their target market. Turning to the processes, the company seems to control the processes or the operation from the customer satisfaction term. It means that the processes of products depend on what is customer want. For instance, they used the “lifestyle segmenting” by dividing them into different groups on the basis of lifestyle and values and also linked it with the designing strategy. In terms of people and professional of marketing, it mostly refers to professional department and staff of the company with the knowledge of understanding market needs. Samsung has changed new style of management by using the professional team and CEO during the period. To create the brand awareness, they also focused on the R&D department to develop its products (Strategic Direction, 2005).In order to achieve its targets; they invested heavily around $1.4 billion in this department over the next 10 years.



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