Samsung's Marketing-Mix Strategies from the 1980's to 2003

Introduction

The Case –study represents the Samsung’s marketing-mix strategies from 1980’s to 2003 in the attempt to redefine its brand globally namely the product diversification, development and differentiation strategies. It discusses the various Product, Pricing, Distribution and Promotional strategies and activities pursued to attain its objective. This is followed by the detailed market segmentation with the central theme of profit maximization by means of increasing sales volumes. The case – study suggests a means to apply marketing theories in a practical situation, by making critical analysis of the marketing elements. A reflection on the case-study is done at the end of each four question discussed , to aid the decision making process of Marketing Head ,Park, at the Samsung Electronics subsidiary in Canada

Question 1) Discuss how Samsung achieved successful brand identity with various marketing strategies they have adopted in the global marketplace based on the 4Ps of the marketing mix? Do you justify the Samsung strategy of redefining brand is giving fruits in today’s technology driven marketplace.

Samsung’s Marketing Mix Model aimed at redefining the brand as a supplier of cutting edge “ghee whiz” consumer technology from its previous image of follower which produced low- to mid - range products. To achieve a brand identity in the target market it followed the following strategies:

Product Diversification Strategy: According to Ansoff’s Model for market growth strategies, to enter into a new market Samsung followed a Product Diversification strategy for the market outside Korea (Lee & Slater, 2007). In 1997 it introduced a series of innovative products in the market like the mobile handset with voice a...

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