Samsung Smartphone strategic marketing : analysis of Samsung Smartphone marketing strategy decisions and the consumer perception to the implemented strategies.
Wambui, Elizabeth (2013)
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This thesis research is going to analyze the marketing strategy Samsung has used for some of its smartphone devices in the Smartphone market. The thesis will look into products introduced within the last two years. This approach seems reasonable due to the rapid change of technology in high tech market and continuous introduction of new innovative products within a short period of time. The research will start by understanding the mission and goals of the company. Then it will continue in exploring the internal and external environment of the company. The paper will present the marketing mix of Samsung Smartphone's in their introduction stages, to have a deeper understanding on how Samsung has differentiate itself using the four components of the marketing mix to gain an advantage over its competitors. Further in the research we will see how Samsung recognizes every need in the market and how it offers products for different customer segment. The study will finalize by analyzing consumer perception on the marketing strategy used by Samsung on its smartphone products.