The paper 'Strategic Management at Samsung Electronics and General Motors" is a good example of a management case study. Samsung Electronics is a South Korean multinational company that deals with the manufacture, design and sale of electronics. The company was founded in 1969 in Suwon, South Korea, where its headquarters is based. Since then, the company has grown to become a global brand (Chang 2011, p. 12). Today, Samsung products are found in almost all corners of the world. Some of the electric products that Samsung manufactures include phones, tablets, televisions, cameras and home appliances, such as refrigerators, washing machines, air conditioners and washing machines.
Despite the stiff competition that the firm faces from rivals, such as Apple, Microsoft, LG and Chinese companies, Samsung has maintained a lead in the industry. Marketing Mix Product Product is the strongest point of Samsung’ s portfolio. To maintain the lead in the electronic industry, Samsung has always ensured that it provides its customers with very high-quality products and services (Michell 2011, p. 35). To achieve this, Samsung has invested heavily in R& D that ensures that high-quality products are manufactured and sold to customers (Team 2014).
In fact, Samsung has maintained a lead in terms of innovation, something that has ensured that products manufactured are trendy and meets the changing customer needs. Additionally, Samsung always ensures that customers are served in the minimal time possible. Price Because Samsung provides different products, the company uses different pricing strategies for each product category. Samsung uses a skimming pricing strategy for its smartphones during launch but drops the prices as competitors introduce similar smartphones (Michell 2011, p. 37). For other products other than smartphones, Samsung uses a competitive pricing strategy. Place To make the products available to customers, Samsung has ensured that it has at least a single distributor in every city around the world.
Samsung also partners with large supermarkets in various cities, where customers can get their products (Chang 2011, p. 23). Additionally, the firm recently introduced online sales that allow customers to buy Samsung products online and get distributed at their nearest distribution station. Promotion Samsung adopts different promotional strategies. Although Samsung relies heavily on advertising as a means of promoting its products, it also adopts sales promotion strategies to create product awareness and persuade customers to but its products (Michell 2010, p.
43). For instance, Samsung usually organizes roadshows to create product awareness. Additionally, the company usually promotes its products by giving offers and discounts to customers. SWOT Analysis SWOT Analysis highlights the internal and external factors that have an impact on company operation. Strengths Strong brand reputation Low design and manufacturing cost High investment in R& D Wide product range Many distribution channels Many awards and recognition Huge market share Weaknesses Poor pricing strategy as for low prices are associated with poor quality Overdependence on external software for products Lack of focus on niche Over involvement in a patent struggle with Apple Opportunities Growing economies, such as India and China provide increased demand for products Increasing demand for innovative products Increasing disposable income due to the recovery of most economies Growing tablet market The growing market for Smartphone Threats High competition Falling demand for TVs Ageing population Political instability in Target Market Samsung targets different groups of customers.
Firstly, Samsung targets customers within the age group of 20 to 50 years (Kolomvatsos 2013, p. 7). However, customers above 50 years are also targeted as long as they have the money and ability to use Samsung products.
In the Smartphone category, the targeted customers consist of teenagers and early adults between the age of 14 and 25 years because they are technology savvy. PESTEL Analysis Political Samsung’ s operations are affected by various political factors. In particular, Samsung has been sued many times over patent issues in the Smartphone industry. Similarly, in a bid to protect its patent rights, Samsung has been suing its rivals for any infringement caused by patent design and ideas (Michell 2011, p. 42). Additionally, Samsung is affected greatly by high taxes charged by governments in which the products are manufactured and sold.
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