Ch. 4 - The Marketing Environment

Samsung will often release a new phone targeting a specific demographic.  For instance, they produced the galaxy S5 to cover many types of consumers to attract new customers and to keep the current remaining faithful. In 2014 when Samsung released their galaxy S5 smart phone, they were trying to target office workers that used their phones for business so they extended the battery life to 17 hours of talk time as opposed to iphone's 10.5 hours. They also targeted camera users as work and use of the camera were, at the time, the most common uses for smartphones. They upgraded their camera to add a clearer image and installed features such as 360 picture capabilities to entice their photographic customers and lore in new ones.
The demographic for Samsung changes yearly depending on what is currently "trending" and/or necessary for users. At this point, they claim they have a phone for people of every demographic with many different user needs. The galaxy S7 phone has the capability of being plugged into "Oculus", a virtual reality video game console. This release was specifically designed to impress the ever growing gaming community within our country.

Ch. 18- Social Media and Marketing

Social Media: 

Social Media monitoring 

Social Media Marketing is definded in "The Principles of Marketing" by Lamb, Hair, and McDaniel as: the process of identifying and assessing what is being said about a company, individual products, or brands. In 2012 when the apply iphone 5 was released, Samsung was ready and waiting for it. They used social media monitoring to keep track of all of the complaints that were spreading quickly across the country and used those reviews to improve functions like battery life, screen resolution, and audio sound quality to please the customer. Rather than monitoring their own status in the public eye's opinion, Samsung used social media monitoring to learn from the mistakes of their competitors and to hopefully come out on the top.

Ch. 2 - Strategic Planning for Competitive Advantage

Samsung: The Galaxy S7 smartphone

"Market Development"

Market development is defined by the "Principles of Marketing" by Lamb, Hair, and McDaniel as: a marketing strategy that entails attracting new customers to existing products. One of these strategies employed by Samsung is develping new features like more RAM and processing power when they upgraded from the S4 to the S5. Another added feature Samsung has begun is the offer to pay the customer's current cancellation plan to encourage them to switch to Android. This tactic has been adopted and used by many other phone companies to maintain competitiveness.

Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

A GALAXY OF POSSIBILITY

A Brief history:

From its inception as a small export business in Taegu, Korea, Samsung has grown to become one of the world's leading electronics companies, specializing in digital appliances and media, semiconductors, memory, and system integration. Today Samsung's innovative and top quality products and processes are world recognized. This timeline captures the major milestones in Samsung's history, showing how the company expanded its product lines and reach, grew its revenue and market share, and has followed its mission of making life better for consumers around the world.

On March 1, 1938, founding chairman Byung-Chull Lee started a business in Taegu, Korea, with 30,000 won.At the start, his business focused primarily on trade export, selling dried Korean fish, vegetables, and fruit to Manchuria and Beijing. In little more than a decade, Samsung-which means "three stars" in Korean-would have its own flour mills and confectionery machines, its own manufacturing and sales operations, and ultimately evolve to become the modern global corporation that still bears the same name today.