History

1938 to 1970

The headquarters of Sanghoes in Daegu in the late 1930s

In 1938, Lee Byung-chull (19101987) of a large landowning family in
the Uiryeong county moved to nearby Daegu city and founded Samsung
Sanghoe (, ). Samsung started out as a small trading
company with forty employees located in Su-dong (now Ingyo-dong). It
dealt in dried-fish, locally-grown groceries and made noodles. The
company prospered and Lee moved its head office to Seoul in 1947. When
the Korean War broke out, he was forced to leave Seoul. He started
a sugar refinery in Busan named Cheil Jedang. In 1954, Lee founded Cheil
Mojik and built the plant in Chimsan-dong, Daegu. It was the largest
woollen mill ever in the country.
Samsung diversified into many different areas. Lee sought to establish
Samsung as leader in a wide range of industries. Samsung moved into
lines of business such as insurance, securities and retail. President Park
Chung Hee placed great importance on industrialization. He focused his
economic development strategy on a handful of large domestic
conglomerates, protecting them from competition and assisting them
financially.
In 1947, Cho Hong-jai, the Hyosung group's founder, jointly invested in a
new company called Samsung Mulsan Gongsa, or the Samsung Trading
Corporation, with the Samsung's founder Lee Byung-chull. The trading firm
grew to become the present-day Samsung C&T Corporation. After a few
years, Cho and Lee separated due to differences in management style.
Cho wanted a 30 equity share. Samsung Group was separated into
Samsung Group and Hyosung Group, Hankook Tire and other businesses.
In the late 1960s, Samsung Group entered the electronics industry. It
formed several electronics-related divisions, such as Samsung Electronics
Devices, Samsung Electro-Mechanics, Samsung Corning and Samsung
Semiconductor & Telecommunications, and made the facility in Suwon. Its
first product was a black-and-white television set.

1970 to 1990

The SPC-1000, introduced in 1982, was Samsung's first personal computer (Korean
market only) and used an audio cassette tape to load and save data the floppy
drive was optional
In 1980, Samsung acquired the Gumi-based Hanguk Jeonja Tongsin and
entered telecommunications hardware. Its early products were
switchboards. The facility was developed into the telephone and fax
manufacturing systems and became the center of Samsung's mobile phone
manufacturing. They have produced over 800 million mobile phones to
date. The company grouped them together under Samsung Electronics in
the 1980s.
After Lee, the founder's death in 1987, Samsung Group was separated into
four business groupsSamsung Group, Shinsegae Group, CJ Group and
the Hansol Group. Shinsegae (discount store, department store) was
originally part of Samsung Group, separated in the 1990s from the
Samsung Group along with CJ Group
(Food/Chemicals/Entertainment/logistics), and the Hansol Group
(Paper/Telecom). Today these separated groups are independent and they
are not part of or connected to the Samsung Group. One Hansol Group
representative said, "Only people ignorant of the laws governing the
business world could believe something so absurd", adding, "When Hansol
separated from the Samsung Group in 1991, it severed all payment
guarantees and share-holding ties with Samsung affiliates." One Hansol
Group source asserted, "Hansol, Shinsegae, and CJ have been under
independent management since their respective separations from the
Samsung Group". One Shinsegae department store executive director said,
"Shinsegae has no payment guarantees associated with the Samsung
Group".
In 1980s, Samsung Electronics began to invest heavily in research and
development, investments that were pivotal in pushing the company to the
forefront of the global electronics industry. In 1982, it built a television
assembly plant in Portugal; in 1984, a plant in New York; in 1985, a plant in
Tokyo; in 1987, a facility in England; and another facility in Austin, Texas, in
1996. As of 2012, Samsung has invested more than US$13,000,000,000 in
the Austin facility, which operates under the name Samsung Austin
Semiconductor. This makes the Austin location the largest foreign
investment in Texas and one of the largest single foreign investments in the
United States.

1990 to 2000
Samsung started to rise as an international corporation in the
1990s. Samsung's construction branch was awarded contracts to build one
of the two Petronas Towers in Malaysia, Taipei 101 in Taiwan and the Burj
Khalifa in United Arab Emirates. In 1993, Lee Kun-hee sold off ten of
Samsung Group's subsidiaries, downsized the company, and merged other
operations to concentrate on three industries: electronics, engineering and
chemicals. In 1996, the Samsung Group reacquired the Sungkyunkwan
University foundation.
Samsung became the world's largest producer of memory chips in 1992
and is the world's second-largest chipmaker after Intel (see Worldwide Top
20 Semiconductor Market Share Ranking Year by Year). In 1995, it created
its first liquid-crystal display screen. Ten years later, Samsung grew to be
the world's largest manufacturer of liquid-crystal display panels. Sony,
which had not invested in large-size TFT-LCDs, contacted Samsung to
cooperate, and, in 2006, S-LCD was established as a joint venture between
Samsung and Sony in order to provide a stable supply of LCD panels for
both manufacturers. S-LCD was owned by Samsung (50% plus one share)
and Sony (50% minus one share) and operates its factories and facilities in
Tangjung, South Korea. As of 26 December 2011, it was announced that
Samsung had acquired the stake of Sony in this joint venture.
Compared to other major Korean companies, Samsung survived the 1997
Asian financial crisis relatively unharmed. However, Samsung Motor was
sold to Renault at a significant loss. As of 2010, Renault Samsung is 80.1
percent owned by Renault and 19.9 percent owned by Samsung.
Additionally, Samsung manufactured a range of aircraft from the 1980s to
1990s. The company was founded in 1999 as Korea Aerospace Industries
(KAI), the result of merger between then three domestic
major aerospace divisions of Samsung Aerospace, Daewoo Heavy
Industries and Hyundai Space and Aircraft Company. However, Samsung
still manufactures aircraft engines and gas turbines.

2000 to 2015
In 2000, Samsung opened a computer programming laboratory in Warsaw,
Poland. Its work began with set-top-box technology before moving into
digital TV and smartphones. As of 2011, the Warsaw base is Samsung's
most important R&D center in Europe, forecast to be recruiting 400 new-
hires per year by the end of 2013.

The prominent Samsung sign in Times Square, New York City

In 2010, Samsung announced a ten-year growth strategy centered around
five businesses. One of these businesses was to be focused
on biopharmaceuticals, to which has committed 2,100,000,000,000.
In December 2011, Samsung Electronics sold its hard disk drive business
to Seagate.
In first quarter of 2012, Samsung Electronics became the world's largest
mobile phone maker by unit sales, overtaking Nokia, which had been the
market leader since 1998. On 21 August's edition of the Austin American-
Statesman, Samsung confirmed plans to spend 3 to 4 billion dollars
converting half of its Austin chip manufacturing plant to a more profitable
chip. The conversion should start in early 2013 with production on line by
the end of 2013. On 14 March 2013, Samsung unveiled the Galaxy S4.
On 24 August 2012, nine American jurors ruled that Samsung had to
pay Apple $1.05 billion in damages for violating six of its patents
on smartphone technology. The award was still less than the $2.5 billion
requested by Apple. The decision also ruled that Apple did not violate five
Samsung patents cited in the case. Samsung decried the decision saying
that the move could harm innovation in the sector. It also followed a South
Korean ruling stating that both companies were guilty of infringing on each
other's intellectual property. In first trading after the ruling, Samsung shares
on the Kospi index fell 7.7%, the largest fall since 24 October 2008, to
1,177,000 Korean won. Apple then sought to ban the sales of eight
Samsung phones (Galaxy S 4G, Galaxy S2 AT&T, Galaxy S2 Skyrocket,
Galaxy S2 T-Mobile, Galaxy S2 Epic 4G, Galaxy S Showcase, Droid
Charge and Galaxy Prevail) in the United States which has been denied by
the court.
On 4 September 2012, Samsung announced that it plans to examine all of
its Chinese suppliers for possible violations of labor policies. The company
said it will carry out audits of 250 Chinese companies that are its exclusive
suppliers to see if children under the age of 16 are being used in their
factories.
In 2013, a New Zealand news outlet reported a number of Samsung
washing machines spontaneously catching on fire. ] The corporation is
expected to spend $14 billion on advertising and marketing in 2013, with
publicity appearing in TV and cinema ads, on billboards and at sports and
arts events. In November 2013, the corporation was valued at $227 billion.
In May 2014, Samsung announced it will be shutting down its streaming
service on 1 July 2014, also meaning the end of the Samsung Music Hub
app that typically comes installed on its Android phones.
On 3 September 2014, Samsung announced Gear VR, a virtual reality
device in collaboration with Oculus VR and developed for the Galaxy Note
4.
In October 2014, Samsung announced a $14.7 billion investment to build a
chip plant in South Korea. Construction will begin next year with production
beginning in 2017. The company has not yet decided the type of chips to
be produced.]
In October 2014, Samsung also announced it would invest 633 billion
South Korean won ($560 million USD) in the construction of a new 700,000
square metre production complex in Vietnam.
Samsung plans to launch a new set of services beginning early 2015. The
goal of this new suite of business offerings, dubbed Samsung 360
Services, is to become a help desk of sorts for businesses IT departments.
The customizable services range from technical support to security
solutions for having a Samsung employee embedded in a client's business
as an on-site support manager or technology consultant.
On 2 December 2014, Samsung announced it will sell Fiber Optics to U.S.
speciality glass manufacturer Corning Inc.
Samsung Electronics Inc. is expanding in Silicon Valley with a $300 million
facility in San Jose, California. The 10-story complex will include 1.1 million
square feet of floor space, a clean room for semiconductors and a "fitness
center in the sky". The facility will be split between semiconductor research
and development and other sales and marketing functions. It will serve as
the North America headquarters for semiconductor operations.
In 2015, Samsung has been granted more U.S. patents than any other
company - including IBM, Google, Sony, Microsoft and Apple. The company
received 7,679 utility patents through 11 December.

2016
In January 2016, Samsung announced it will be working with Microsoft to
develop IoT devices based on Windows 10, where the companies will work
together to develop products that will run on the platform, as well as
integrate with other companies developing hardware and services on
Microsoft's OS.
Samsung released a fitness smartwatch called the Gear Fit 2 and a brand
of wireless earbuds called Gear Icon X.
On 2 August 2016, Samsung unveiled the Galaxy Note7 smartphone,
which went on sale on 19 August 2016. However, in early September 2016,
Samsung suspended sales of the phone and announced an informal recall.
This occurred after some units of the phones had batteries with a defect
that caused them to produce excessive heat, leading to fires and
explosions. Samsung replaced the recalled units of the phones with a new
version; however, it was later discovered that the new version of the Galaxy
Note7 also had the battery defect. Samsung recalled all Galaxy Note7
smartphones worldwide on 10 October 2016, and permanently ended
production of the phone the following day.
On 31 August 2016, Samsung announced the Gear S3 smartwatch, which
was released on 18 November 2016.

Samsung Mission and Vision

Mission - Samsungs mission seems focused in building
its brand and becoming a creative leader in new markets.
It looks like Samsung is set to change its reputation of
being fast followers, a company that succeeds through
watching others pioneer new technologies and markets
and then rush in behind. This was seen when Samsung
lost a high profile case to iPhone after being accused of
the companys phones were iPhones rip-offs that violated
a number of patents.
In spite of its success,
Samsung still lags behind Apple in terms of which is the
most innovative company. In its mission to capture the
title of being creative leader in the Smartphone market,
Samsung leaders believe they must fundamentally
transform the companys culture and strategies. By doing
R&D, Samsung will be able to control its destiny.
Vision -Inspire the world, create the future, Is
Samsung mission statement in its vision 2020. With this
new vision, Samsung commitment is to inspire its
communities by taking advantage of its key strength,
creative solutions, innovative products and new
technology, as they continue to promote its new values
for Samsung core networks. This includes industry,
partners and employees. Samsung hopes to contribute a
better world and rich experience for all, using this efforts.
Also as part of its vision, Samsung has a plan to reach
$400 billion in revenue and be classified as worlds top
five brands by 2020.

Enivormental scanning Internal and

external
Internal Strength and weakness
1.Strength- Samsung is focused on producing devices
that can be connected with most of the software android,
OS. This gives them an edge over Apples devices.
Galaxy S4 is the biggest strength for Samsungs
Smartphone products. Its superior technology allows
Galaxy S4 to better meet the customers needs in a way
the competitors cannot imitate.
Samsung is the current market leader in the Smartphone,
category accounting 35.8 % of the entire market share. It
has sold a lot of phones globally compared to its closest
competitor, Apple Inc. The Galaxy S series are the main
reason for gaining a large market share over a 4 years
time.
It can be argued that innovation cant be classified as one
of Samsungs strength. But if we take a look at its S4
flagship, this product stands out currently in the market
and listed as one of the best smartphones in the market ,
with its many innovative features that most of its big
rivals lack, like feature-rich camera, useful preloaded
apps, gesture support, fast quad-core performance,
removable battery and micro SD card.
Samsung has production facilities in low cost countries,
which allows them to produce their products in low
production cost. This benefits them as they can offer a
lower price and still earn higher margins.

2. Weakness- There are few differences between

Samsung products and its competitors. Samsung offers
many smartphones, including Galaxy S line. These
smartphones have been criticized for being
evolutionary as opposed to revolutionary and contain
many features that are used by many companies.
Samsung has been caught in cases of infringing Apples
and some other firms patent, thus destroying its
reputation and made to pay handsomely for the damage.
Samsung will be disadvantaged over its rivals if they lack
strong software and OS. Software and OS production have
high profit margin, can increase integration of the
company product.

External- Opportunities and Threat

3. Opportunities-Samsungs wide range of
smartphones can attract different markets. Due to its
smartphone consistent quality, features and
performance, many critics consider Samsung the leading
Android manufacturer. Most carriers use these features to
advertise for the phone and push sales.
Samsung is a leader in different forms of technology
which can utilize the innovation of new smartphones,
such as using high definition technology from their
television and incorporate that into the screens.
One of Samsung innovation was the Galaxy Note. The
first of Phablet (Phone/Tablet) One of its kind. It is
currently the only hybrid in the market and is rated well
even on its phone capability.
Samsung having a wide range of phones that can cater
for a large market, and with the strategic tie ups with
google will help them rule electronic market.
Growing mobile advertising industry. Samsung can
develop advertising platform for its mobile devices and
greatly benefit from this lucrative market.
The release of Galaxy S4 created new markets which
allowed Samsung to improve their business and diversify
their portfolio.

4.Threats- Apple is seen as the biggest Samsung threat

especially in the launch of its new device the budget
iPhone 5C. The idea that a budget iPhone would allow
Apple to sell in emerging markets such as India would cut
market shares for Samsung.
Availability of substitute products affects Samsung Galaxy
ability to raise prices; this might cause customers to
switch to other products.
The significant problem by Samsung and other
technology companies is the rapid change in technology.
Companies are under high pressure to release new
products faster and better than their competitors. This is
always hard when a company wants to introduce
something new, innovative and successful.

Products

LCD and LED panels

 The Samsung Galaxy S II, which incorporates a Super AMOLED Plus screen

By 2004 Samsung was the world's-largest manufacturer of OLEDs, with a

40 percent market share worldwide, and as of 2010 has a 98% share of the
global AMOLED market. The company generated $100.2 million out of the
total $475 million revenues in the global OLED market in 2006.As of 2006,
it held more than 600 American patents and more than 2,800 international
patents, making it the largest owner of AMOLED technology patents.

Samsung's current AMOLED smartphones use its Super

AMOLED trademark, with the Samsung Wave S8500 and Samsung i9000
Galaxy S being launched in June 2010. In January 2011, it announced its
Super AMOLED Plus displays which offer several advances over the
older Super AMOLED displays real stripe matrix (50 percent more sub
pixels), thinner form factor, brighter image and an 18 percent reduction in
energy consumption.

In October 2007, Samsung introducing a ten-millimeter thick, 40-inch LCD

television panel, followed in October 2008 by the world's first 7.9-mm
panel. Samsung developed panels for 24-inch LCD monitors (3.5 mm) and
12.1-inch laptops (1.64 mm). In 2009, Samsung succeeded in developing a
panel for forty-inch LED televisions, with a thickness of 3.9 millimeters
(0.15 inch). Dubbed the "Needle Slim", the panel is as thick (or thin) as two
coins put together. This is about a twelfth of the conventional LCD panel
whose thickness is approximately 50 millimeters (1.97 inches).
While reducing the thickness substantially, the company maintained the
performance of previous models, including full HD resolution, 120 Hz
refresh rate, and 5000:1 contrast ratio. On 6 September 2013, Samsung
launched its 55-inch curved OLED TV (model KE55S9C) in the United
Kingdom with John Lewis.

In October 2013, the Samsung corporation disseminated a press release

for its curved display technology with the Galaxy Round smartphone model.
The press release described the product as the "world's first
commercialized full HD Super AMOLED flexible display." The manufacturer
explains that users can check information such as time and battery life
when the home screen is off, and can receive information from the screen
by tilting the device.

Mobile phones

Samsung Galaxy smartphones

Samsung's flagship mobile handset line is the Samsung Galaxy S, which

many consider a direct competitor of the Apple iPhone.It was initially
launched in Singapore, Malaysia and South Korea in June 2010, followed
by the United States in July. It sold more than one million units within the
first 45 days on sale in the United States.
While many other handset makers focused on one or two operating
systems, Samsung for a time used several of them: Symbian, Windows
Phone, Linux-based LiMo, and Samsung's proprietary Bada.

By 2013 Samsung had dropped all operating systems except Android and
Windows Phone. That year Samsung released at least 43 Android phones
or tablets and two Windows Phones.

At the end of the third quarter of 2010, the company had surpassed the 70
million unit mark in shipped phones, giving it a global market share of 22
percent, trailing Nokia by 12 percent. Overall, the company sold 280 million
mobile phones in 2010, corresponding to a market share of 20.2
percent.The company overtook Apple in worldwide smartphone sales
during the third quarter 2011, with a total market share of 23.8 percent,
compared to Apple's 14.6 percent share.Samsung became the world's
largest cellphone maker in 2012, with the sales of 95 million smart phones
in the first quarter.

During the third quarter of 2013, Samsung's smartphone sales improved in

emerging markets such as India and the Middle East, where cheaper
handsets were popular. As of October 2013, the company offers 40
smartphone models on its US website.

Semiconductors
 A Samsung DDR-SDRAM

Samsung Electronics has been the world's largest memory chip maker
since 1993. In 2009, it started mass-producing 30 nm-class NAND flash
memories. It succeeded in 2010 in mass-producing 30 nm-class DRAMs
and 20 nm-class NAND flashes, both of which were the first time in the
world.

According to market-research firm Gartner, during the second quarter of

2010 Samsung Electronics took the top position in the DRAM segment due
to brisk sales of the item on the world market. Gartner analysts said in their
report, "Samsung cemented its leading position by taking a 35-percent
market share. All the other suppliers had minimal change in their shares."
The company took the top slot in the ranking, followed by Hynix, Elpida,
and Micron, said Gartner.

Another area where the company had significant business in for years is
the foundry segment. It had begun investment in the foundry business
since 2006 and now positioned it as one of the strategic pillars for
semiconductor growth.

In 2010, market researcher IC Insights predicted that Samsung would

become the world's-biggest semiconductor chip supplier by 2014,
surpassing Intel. For the ten-year period from 1999 to 2009, Samsung's
compound annual growth rate in semiconductor revenues has been 13.5
percent, compared with 3.4 percent for Intel.

For 2015, IC Insights and Gartner announced that Samsung was the fourth
largest chip manufacturer in the world.
Televisions

Samsung UN105S9 105-inch ultra high definition 4K television.

In 2009, Samsung sold around 31 million flat-panel televisions, enabling to

it to maintain the world's largest market share for a fourth consecutive year.

Samsung launched its first full HD 3D LED television in March

2010. Samsung had showcased the product at the 2010 International
Consumer Electronics Show (CES 2010) held in Las Vegas.

Samsung sold more than one million 3D televisions within six months of its
launch. This is the figure close to what many market researchers forecast
for the year's worldwide 3D television sales (1.23 million units). It also
debuted the 3D Home Theater (HT-C6950W) that allows the user to enjoy
3D image and surround sound at the same time. With the launch of 3D
Home Theater, Samsung became the first company in the industry to have
the full line of 3D offerings, including 3D television, 3D Blu-ray player, 3D
content, and 3D glasses.

In 2007, Samsung introduced the Internet TV, enabling the viewer to

receive information from the Internet while at the same time watching
conventional television programming. Samsung later developed "Smart
LED TV" (now renamed to "Samsung Smart TV"),which additionally
supports downloaded apps. In 2008, the company launched the Power
Infolink service, followed in 2009 by a whole new Internet@TV. In 2010, it
started marketing the 3D television while unveiling the upgraded
Internet@TV 2010, which offers free (or for-fee) download of applications
from its Samsung Apps App Store, in addition to existing services such as
news, weather, stock market, YouTube videos, and movies.

Samsung Apps offers for-fee premium services in a few countries including

Korea and the United States. The services will be custom-tailored for each
region. Samsung plans to offer family-oriented applications such as health
care programs and digital picture frames as well as games. Samsung's
range of smart TVs include the apps ITV Player and motion
controlled Angry Birds.

Other

The Samsung GX-10 digital SLR camera

Samsung produces printers for both consumers and business use,
including mono-laser printers, color laser printers, multifunction printers,
and enterprise-use high-speed digital multi-function printer models.

In 2010, the company introduced some more energy efficient products,

including the laptop R580, netbook N210, the world's-smallest mono-laser
printer ML-1660, and color laser multifunction printer CLX-3185.

Samsung has introduced several models of digital

cameras and camcorders including the WB550 camera, the ST550 dual-
LCD-mounted camera, and the HMX-H106 (64GB SSD-mounted full HD
camcorder). In 2009, the company took the third place in the compact
camera segment. Since then, the company has focused more on higher-
priced items. In 2010, the company launched the NX10, the next-
generation interchangeable lens camera.

In the area of storage media, in 2009 Samsung achieved a ten percent

world market share, driven by the introduction of a new hard disk
drive capable of storing 250Gb per 2.5-inch disk.In 2010, the company
started marketing the 320Gb-per-disk HDD, the largest in the industry. In
addition, it was focusing more on selling external hard disk drives.
Following financial losses, the hard disk division was sold to Seagate in
2011.

In the MP3 player segment, Samsung has launched products including the
M1 MP3 player, and the world's-smallest DivX MP3 player R1.

In 2014, the company announced that it was exiting the laptop market in
Europe.

In 2015, Samsung announced a proposal for a constellation of 4600

satellites orbiting Earth at 1,400 kilometers (900 mi) altitude that could bring
200 gigabytes per month of internet data to "each of the world's 5 billion
people". The proposal has not yet advanced to full development. If built,
such a constellation would compete with previously-announced satellite
constellations currently under development by OneWeb and SpaceX
Marketing mix of Samsung 4P of Samsung
By Hitesh Bhasin August 6, 2016

Samsung has a vast product portfolio and its presence is in several different
product categories. The brand image driver for Samsung are the Samsung
Smartphones such as the Samsung note series or the Samsung galaxy series.
Overall, Samsung is present in the following product categories.

Products in the marketing mix of Samsung

1)Tablets
2)MobilephonesSmartphones,normalphones,
3)TelevisionsLEDs,LCDs.PlasmaTV,SMARTTV,HDTVetc
4)CamerasandCamcorders
5)Refrigerators
6)Airconditioners
7)Washingmachine
8)Microwaveovens
9) IT Laptops, printers and accessories

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.

Price in the marketing mix of Samsung Because of its presence in different

product categories, Samsung uses various pricing strategies. We can divide the
pricing strategies and match it with the products that it is used for.
Skimming price Samsungs smart phones are one of the best in the market and
are the market leader in terms of the features and USPs that they provide. The
recent Samsung Note 3 + Gear is another entrant in the market which is catching
peoples eyes. Thus Samsung uses Skimming price for these products wherein it
tries to get a high value in the start before competitors catch up. Once the model
is old or any competitor has launched a similar product, Samsung immediately
drops the price.

Competitive pricing For products other than smart phones, Samsung uses
competitive pricing. Televisions, air conditioners, refrigerators and other products
have competition in the form of Panasonic or LG. Samsung is known to be a
great brand but it is not greater than LG for home appliances. In fact LG beats
Samsung where home appliances are concerned. Similarly in Washing machines
Whirlpool, and in Cameras Cannon, are the brands which are to be beaten.
Thus in various categories, Samsung keeps competitive pricing so as to beat the
competitor. Samsung as a brand hardly uses penetrative pricing because it
doesnt enter late in the market. In fact, it is present in most consumer durable
segments in the market.

Place in the marketing mix of Samsung Samsung is present through various

channels in the market. It works on the channel marketing concept wherein there
are three segments. Sales and service dealers, Modern retail and Distributors.
The sales and service dealers handle key accounts for Samsung and are
involved in corporate sales. These dealers may also open exclusive Samsung
showrooms. The Modern retail segment includes large retailers like Croma,
Hypercity, Vijay sales, Viveks and any others who are present in the modern
electronic retail chain. Samsung being such a branded product, the retailers are
bound to keep Samsung as an alternative for their customers.

The distribution network is the most interesting in the case of Samsung. In

several cities, Samsung has a single distributor through whom they distribute
throughout a territory. For example In Mumbai, Samsung has SSK distributors
who are distributors for all Samsung products. This distributor has a huge
investment in Samsung and both, the distributor and the company, go hand in
hand for the sale of Samsungs products. Thus all material of Samsung will be
sold to a single distributor who in turn will sell it forward to retailers.

Promotions in the marketing mix of Samsung Samsung uses multiple

forms of promotions. Samsung as a company believes in pulling the customer to
themselves through advertising but at the same time uses strong tactics to push
the product to the customer through sales promotions. Thus on one hand,
Samsung uses various marketing vehicles across the year covering festive
season as well as non festive time. On the other hand, it gives many offers and
discounts to its trade partners to motivate them to sell Samsung above
competition. With such a strategy, Samsungs brand is on the rise so that both,
the pull as well as push strategy is working simultaneously in Samsung.

The marketing mix of Samsung is a lesson to marketers in several points. First,

Business will grow if you have multiple products at once as all of these products
can become revenue drivers for your company. Second, Pull strategy, though
expensive, is far more beneficial in the long time.