Samsung 's Integrated Marketing Communications Essay

Samsung, Name that people often heard, the business conglomerate that help the advancement of technology to the current day, their product can be found almost everywhere, home, street, offices, schools, it also can be found inside some peoples pocket. According to the recent report by Kristin Stoller (2017) Samsung has achieved 2nd in “The World's Largest Tech Companies 2017” surpassed by their technology rivals Apple. However, Samsung did not get their ‘Business conglomerate’ title from Information technology, in fact they started as trading company with a budget of 30.000 KRW up to now, they currently know with their huge role in the mobile phone race with their rival Apple. Their growth is proving of successful marketing strategy that leads them to become a business tycoon.

Samsung products range from mobile devices, TV, audio and video, home appliances, cameras, PC and peripherals and print solutions (Samsung 2014). This essay will predominantly look closely at Samsung’s mobile phones market.

A primary marketing issues and problems Samsung has is that one of their phones, Galaxy S7 exploded and by doing so the company started to lose some of its market share and mindshare. Also, Samsung does not own its own platform like Apple and Google. Samsung is just a phone version of Dell.

The secondary market targets high school, college, and graduate students. For this market, it seems that the once popular iPod is now being replaced with the iPhone (1). We will examine the marketing mix: product, price, promotion, and place, to see if Apple is delivering the intended value to target customers. When researching the company’s environment, we will study the economic, political, cultural, technological, and natural forces in the company’s microenvironment (71). By researching all these aspects, we will get a better idea of how Apple continues to grow and market itself into a prosperous technological company. Apple’s iPhone interests us because it seems to be the cell phone that has the latest technical advancements, and can do more than just the average cell phone. By studying this company’s market perspective, we can get a better understanding of how Apple can continue to have the highest sales in the cell phone market.

Samsung is a customer oriented organisation by offering products online through portals, phone marketing through short text messages and in stores.

Samsung is growing at an incredible speed. It proved by time that it is a global leader in technology. To compete and win in the markets globally, they focus on how to attract the best talented persons and how to provide them a corporate culture so that each of them can surpass. Through unprecedented, well-founded products and services; skilled gifted people; a responsible procedure to business and global citizenship; and cooperation with their partners and customers, Samsung is taking the world to unbelievable new directions. One of their beliefs is that when life and technology strike and collide, you'll definitely find a great story. Samsung's philosophy is based mainly on their strong purpose for growth and permanent innovation. Samsung looks for cooperative and creative visionaries to run their companies. By attracting skillful managers and evolving their organization’s culture to support them, they encourage innovative ideas that progress technology, produce new products and improve or upgrade their customers’ everyday lives.

With an increasing availability of smartphones, Exodus and Company should exercise more below the line advertisement of direct /electronic mailing together with Twitter and Facebook posts. The costs of executing are low; nevertheless it offers a more extensive market to potential customers. An advantage of implementing this marketing strategy would be the business to customer relationship the company has on a more social level. A disadvantage would be the needed deeper understanding of social trends, culture and customers themselves.

This report will discuss the iPhone X applied to the consumer behaviour theory as well as the marketing mix analysis. The iPhone X is the latest iPhone created by Apple, which aims to ‘create an iPhone that is entirely screen. One so immersive the device itself disappears into the experience.’ (Apple 2017) The new device is set to become the future of technology with the screen being described as ‘the full experience’. (Apple 2017) Apple have created a new and exciting product for their fans with the new features including a larger screen with complete full use, higher specifications of cameras and facial recognition which has not been available prior to the release. The iPhone X was released on November 3rd, 2017 and it was reported a ‘19% rise in profits and record pre-sales of iPhone X, the day before its release.’ (The Telegraph 2017). Apple sell and distribute their products all over the world through online stores, retail stores and wholesalers. A consumer is ‘an individual who purchases, has the capacity to purchase, goods and services offered for sale by marketing institutions to satisfy personal or household needs, wants, or desires.’ (Walters, 1974:4) Consumers behaviour can be impacted on significantly by several key factors, but the company’s aim should be to attract and retain their customers through the careful consideration of their desires and needs. For a company like Apple, their marketing strategies should reflect this to keep their brand successful and

Company Background: Samsung is a South Korean multinational company those starting its business as a small trading company and right now becoming world largest corporation. The company deals with its business in several sectors such as advance technology, finance, petrochemical, semiconductors, plant construction, skyscraper, medicine, fashion, hotels, chemical and others. The company was established in 1969 in Suwon, South Korea and known globally for its electronic products (Kelly, 2011). The company is manufacturing several latest technologies, electronic appliances such as mobile phones, tablets, laptops, TVs, refrigerators, air conditioners, washers and other products. The company runs its operations and sales its products in 61 countries with approx 160,000 employees in all over the world (SAMSUNG, 2014). Moreover, the company acquired the position of the world biggest IT maker in 2009 by beating the Hewlett-Packard (HP) previous leader. Its sales revenue in the segment of LCD and LED is the highest in the world. Furthermore, Samsung also becomes world leader in the segment of tablets, mobile phones and gadgets.

Turning to Samsung’s current company operations, specifically, the second failed release of the Galaxy Note 7, which has led them to terminate production of the smartphone, and has also led to falling shares and a plummeting market value, according to Business Day (2016). Also, according to Business Day (2016) early speculation approximates a worst case scenario loss of $5 billion in operating profits from the termination of production, a loss to Samsung through 2017. The ramifications and the domino effect of the twice released, and twice failed Galaxy Note 7, indicate now, that the company will face more challenges than initially anticipated, especially their brand image. The Galaxy Note 7 was released for the upcoming holiday season and was expected to compete against Apple’s iPhones and other premium device (Business Day, 2016).

Integrated Marketing Communications (IMC) has emerged as the dominant approach used by companies to plan and execute their marketing communication programs. Many marketers, as well as advertising agencies, are embracing the IMC paradigm and developing integrated campaigns that use a variety ways to communicate with their target audiences. (McArthur and Griffin 1997, Belch & Belch, 2004, Duncan 2005) The shift toward the IMC perspective has been hailed as one of the most significant changes in the history of advertising and promotion (Moriarty 1994; Reitman 1994) and as the major communications development of the last decade of the 20th century (Kitchen, Brignell, Li and Jones 2004).

plan. It is a plan which leads Samsung to be the top brand in the

SAMSUNG is preparing to launch a new multimedia Smartphone- SAMSUNG GALAXY-S in a maturing market. Despite the Smartphone leaders i-Phone, HTC, O-2, NOKIA and others “GALAXY-S” can compete because this product offers a unique combination of features at a value-added price. SAMSUNG is targeting specific segments in the consumer and the business markets, taking advantage of opportunities

Now, Samsung can be sure that they are one of the major mobile phone markets in the world; the company sold most mobile phone in 2012, accounting for 22 percent of the market. Samsung’s mobile market success starts when the company brings out the idea of brand new touch-screen smartphone in 2008. Samsung releases their first Galaxy S Series, S stand for success, in March 2010 which was the company’s first actual attempt to take on the iPhone; iPhone was the most popular and number one selling smartphone in that time. Later, Samsung becomes success at growing its company as a major mobile company by launching Galaxy S2, S3, and

Samsung Mobile will introduce a brand new Samsung Galaxy S8 model in March 2017. It is one of the largest mobile events of the year since Samsung is very popular and is the most competitive product against Apple iPhone. Samsung Mobile is a brand of the Samsung Corporation and this particular brand is very familiar to a lot of people around the world. Many appliances made by Samsung, such as washers, dryers, and TVs, are very famous. Samsung’s mobile industry was very new to the market 10 years ago. However, technology and convenience made Samsung mobile phones become some of the most popular devices in the 21st century. Their products have been sold to millions of consumers and Samsung Mobile’s products continuously rank as best sellers. I