1. Introduction
Presents. electronic merchandises are loved by people. and have become the tendency of the necessities of life and the chase of goods. In the face of ferocious competition and immense market potency of electronic industry. the major foreign industries and domestic makers both want to busy the taking place in the market. grab market portion. In this period with chances and challenges. how to enable endeavors to be unbeatable is an of import job that every electronic endeavor explored actively. Therefore. many companies established their selling scheme for the farther development.

1. 1 Samsung Company
Samsung Company is the first large concern in South Korea. and besides is a transnational endeavor group. Samsung Group concludes legion international attached concerns. such as Samsung Electronics. Samsung Corporation. Samsung Life. and Samsung Aviation and so on. and its concern involved many countries of electronics. finance. mechanical. chemical. and others. which is in the list of the world’s top 500 endeavors. Samsung Electronics is its largest subordinate. which is the world’s largest nomadic phone maker and revenues the largest of the electronics companies. In 2011. its planetary endeavor market capitalisation is up to $ 150 billion. Samsung Group is a household concern. the Lee household hereditary. its Samsung industries are a household concern. and other members of the household to pull off. now the current leaders of the Group has spread to the Lee’s 3rd coevals. ( Samsung. 2013 )

1. 1. 2 Historical
Samsung Company was established in 1938. and is an international selling company. It’s chiefly industry. Samsung electronics. is established in 1969. is a semiconducting material. communications. computing machine merchandises and consumer electronics merchandises in one of the major electronics companies. and is committed to the perfect experience for planetary clients through advanced engineering and thoughtful service. 30 old ages ago. when Samsung Electronics is merely established. it worked for Japan’s Sanyo to fabricate low-priced 21-inch black and white Television. In the early 1990s. Samsung Electronics. in the heads of consumers. merchandises is merely a company to copy others inexpensive merchandises. With its development. presents. Samsung has become to one of the world’s largest companies in the electronics industry.

1. 1. 3 Merchandises
Samsung Electronics is the chief industry. and came into the top 500 companies in the universe. The mainly merchandises include: Samsung mobile phones. telecasting. digital sound and picture. computing machine office BSV LCD splicing screen. etc. Samsung has about 20 sorts of merchandises occupied first universe market portion in the planetary endeavor. and highlights the comparative strength in the international market.

2. Analysis the market of Samsung Company
This portion used the SWOT method to analysis the market of Samsung Company. concludes its external and internal factors to analyse its strengths. failing. and chances. and threatens ( Hill and Westbrook. 1997 ) .

Strengths:
1. Strong proficient R & A ; D and design invention capableness ;
2. “People-oriented” human resources scheme to pull planetary endowments ; 3. Clear development scheme and effectual executing ;
4. Strong after-sales service system ;
5. High trade name consciousness and good corporate image ;
6. Own outstanding concern leader ;
7. Good dealingss between the authorities and endeavors ;
8. Merchandise place is high-end with high net income borders ;
9. Strong market leading. market portion high.
Failing:
1. Forces construction is non adequate international that the abroad enlisting of senior corporate leading most Korean people ; 2. Merchandise line is excessively long. that it concludes so many merchandises. and some non dominant merchandises may be autumn. 3. Cost is excessively high ;

4. Product life rhythm is short. Particularly Samsung Electronics aims to increase its market portion through merchandise distinction scheme. taking to further shorten the merchandise life rhythm of Samsung Electronics. Opportunities:

1. The universe economic system continues to take a good. for the bulk of merchandises targeted at the high-end. Samsung Electronics is a farther chance to increase its market portion ; 2. Samsung 3G engineering is mature. and the 4G engineering is under survey ; 3. Samsung nomadic market portion is on the top. and has a big development infinite.

Threatens:
1. Under the planetary trade protectionism. some may be anti-competitive behaviour are investigated by other states ; 2. In the electronic industry. it has some competitory force per unit area. such as the Apple. LG. Nokia and so on ; 3. Flat screen proctors market demand continues to weaken. Samsung Electronics as a planetary flat-panel Television market in the 2nd. confronting the force per unit area of the growing rate slowed down.

3. The Strategy of Samsung
3. 1 Positioning
The trade name placement is the endeavor market placement and merchandise placement based on specific trade name commercial determinations on cultural orientation and personality differences. and it is to set up a mark market the trade name image of the procedure and consequences ( David and Erich. 2000 ) . Through the analysis of the market of Samsung. it can be seen. with strong R & A ; D and design capableness to merchandise high-end manner merchandises. non merely in
the placement is different from competitors’ merchandises. but besides to run into the mark consumer demand. Therefore. Samsung Electronics chose the high-end manner as their ain trade name positioning construct. Its mark group is chiefly the stylish immature people. which have a certain sum of disbursement power. like to seek new things. and about the age of 22 to 35 old ages old immature white-collar workers.

3. 1. 1 Merchandise
Samsung Electronic began to develop the semiconducting material concern from 1980s. and so bit by bit to the development of high-end merchandises. Now. its chief concern includes the four major classs of semiconducting materials. digital media. and communicating webs. Samsung Semiconductor is the chief rival to Intel-core concerns. chiefly in the memory market. Samsung random entree memory concern market portion is steadfastly in the first over the past 10 old ages. and the flash market portion is besides in the planetary head. Digital media. movie liquid crystal shows and recording equipments portion ranks foremost in the universe. Telecommunication Network Business. Samsung is the largest nomadic phone makers in the universe now and has exceeded Apple. Nokia and so on and it besides world’s largest manufactures the CDMA French telephones.

Samsung’s high-end manner trade name doctrine is embodied in Samsung different countries merchandises. Take the nomadic phones for illustration. Samsung has used three words to show their ideals: Wow. Simple. and Inclusive. In this construct. Samsung has pioneered the usage of somersault phones. the first to advance the colour screen. slider phone design. and smartly advance the camera phone. In add-on. Samsung besides launched a figure of nomadic phone for adult females. Compared to the Nokia and Motorola that chase of comfort and dependability. Samsung are more outstanding merchandises stylish and blue. and are better able to pull the attending of consumers.

3. 1. 2 Monetary value
Marketing scheme is the critical portion in the selling program. In this portion. company select the appropriate combination of marketing scheme based on the analysis above including the selling environment. market chances. internal resources and mark market ( Subhash. 2000 ) . After
market research. Samsung merchandises are focus on making alone high-end merchandises with high monetary value. and non place on the low-cost. low-price and low-end merchandises. So in order to set up a high-end trade name placement of Samsung electronics. it implements high-price scheme in the planetary to heighten the trade name image. and opened the class with other industries of similar merchandises. The high monetary value scheme creates a excellent high-end image for Samsung and brings more net incomes for Samsung. which provide strong fiscal support for the new R & A ; D.

3. 1. 3 Promotion
Promotion scheme is how company uses the personal merchandising. advertisement. public dealingss and gross revenues publicity to pass on merchandise information to consumers. in order to elicit their attending and involvements and excite their desire to purchase and buy to accomplish expand gross revenues ( Johny and Johansson. 1997 ) . In the publicity scheme. Samsung adhere to trade name place. through a assortment of agencies of publicity to construct trade name image.

Ad is the most direct manner of branding publicity. In 2001. Samsung has invest about $ 400 million worldwide to establish an extended advertisement run. which it played a traveling motto that “digital universe. everyone share” . has greatly changed the cheap. low quality image of Samsung merchandises in the heads of consumers in Europe and the United States and other developed states and Samsung merchandises linked to manner. high-end for the first clip. At the same clip. Samsung besides invite youth. manner star as the interpreter. do the consumers shortly shift from the original construct that low-grade. disused. outdated to the now construct of high-end and manner. After that. Samsung besides make full usage of international activities for the publicity tabular array to do more consumes understand and prefer Samsung.

3. 2 Cleavage
Faced to the tendency of client demand features and complexness. Samsung adhere to the market cleavage scheme that class direction clients. focal point on client demands. and take the enterprise to make demand. adopt distinction to pertinence to personalization scheme to accomplish clients trust and do full usage of the integrating of the gross revenues to make a full scope of service for clients. For the mark of clients. it
sections the clients through different demand of different ages ( Peter and James. 1985 ) . Customers under 18 old ages old are mainly pupils. who have no grosss and the attending to telephone is low. 19-25 twelvemonth old clients are pursuit personalities but economic sciences gross is non stable. and 25-35 old ages old clients are pursuit manner and trade names. These two phase clients are the chiefly mark for Samsung.

3. 3 Competition
Samsung competition schemes chiefly focus on distinction competitory advantage and trade name competitory advantage. First. Samsung has ever been to supply clients with high quality. hi-tech electronic merchandises for the intent. and this is doubtless an of import symbol to separate between Samsung and other trade name electronic merchandises. Behind the support of strong R & A ; D squad. Samsung merchandise distinction competitory advantage can be achieved. Second. In add-on. the age of more than half a century trade name. particularly in the late twentieth century Samsung monopolies land about five coevalss established the trade name so that the Samsung trade name that is synonymous with high-quality. high enjoyment doubtless is one of the of import competitory advantages.

4. The competition between Samsung and other companies
4. 1 Samsung and Apple
In the electronic industry. apple is the chiefly rival to Samsung in the international market. Competition from Apple and Samsung defines the planetary nomadic device market. The two companies together accounted for half of the planetary smartphone market portion. Analysts said Samsung is to acquire rid of the individuality of the “fast follower” . and became to a true pioneer. Apple has been the world’s taking pioneer. and nevertheless. late the company’s invention is decelerating. In 2012. Samsung Electronics’ planetary market portion is 28 % . more addition than the last twelvemonth of 20 % . In contrast. Apple’s market portion amounted to 20. 5 % . somewhat more than last year’s 19 % ( Samsung. 2013 )

The competition between apple and Samsung is the competition between Apple Io and Google Android two Mobile platforms. Presently. over 2/3 of the smart phone are utilizing the Android system. Meanwhile. Apple constituent
procurance and assembly of merchandises has been mostly outsourced. This brings to the Apple Company a higher net income border. but it can non well control providers. while. most of Samsung’s constituents and merchandises are produced by the company itself. In add-on. Apple focal point on high-end nomadic device market. Samsung is besides aimed at the new user for the farther development.

4. 2 Samsung and LG
LG is South Korea’s 2nd big group second merely to Samsung. LG Group continued to infinity engineering challenge. and is committed to the development of new engineerings. research and development the LG development precedences. but besides the strong backup of the Business Development. LG is the production of flat-panel TVs. sound and picture merchandises. one of the world’s taking endeavors of nomadic phones. air conditioners and rinsing machines. In the nomadic phone market. LG Electronics was the world’s 3rd largest nomadic phone maker in the yesteryear. nevertheless. in 2012. has fallen for the fifth-largest nomadic phone maker. which besides reflects the inability of the company to establish a competitory merchandise to the market. to vie with Apple’s iPhone and Samsung Electronics Galaxy merchandises compete. In the South Korea’s electronics industry. Samsung occupied the mainly market. while LG behind it to vie the 2nd place.

5. Decision
Samsung Company should do full usage of its ain advantage. explore market full. against external menaces every bit good as to better the internal environment and secure and spread out its competitory advantage position. This needs the right preparation and execution for the Samsung’s market scheme on the merchandise. monetary value. and publicity and so on to go to the true market leader. Meanwhile. at the analysis of rivals. Samsung should unclutter its competitory advantage. strengthen trade name edifice. research consumer demands and with the spirit of invention to accomplish farther development in the universe electronic market.

Mention

David. A. and Erich. J. ( 2000 ) The Brand Relationship: The Key to the Brand Architecture Challenge. California Management Review. 42 ( 4 ) . pp. 53-67.

Hill. T. and Westbrook. R. ( 1997 ) SWOT Analysis: It’s Time for a Product Recall. Long Range Planning. 30 ( 1 ) . pp. 46–52

Johny. K. and Johansson. M. ( 1997 ) Global Marketing-Foreign Entry. Local Selling and Global Management. The McGraw Hill Companies. Inc.

Peter. R. . Dickson. J. and Ginter. L. ( 1985 ) Market Segmentation. Product Differentiation. and Marketing Strategy. Harvard Business Review. 14 ( 4 ) . pp. 182-221.

Subhash C. J. . ( 2000 ) Marketing Planning & A ; Strategy. Journal of Business Administration. 4. pp. 23-27.

Samsung Inc. ( 2013 ) Introduction of Samsung [ Online ] available from: hypertext transfer protocol: //www. marketingweek. co. uk/brands/samsung/ [ Accessed: 20 March. 2013 ]

Samsung Inc. ( 2013 ) Introduction of Samsung [ Online ] available from: hypertext transfer protocol: //www. samsung. com/us/ [ Accessed: 19 March. 2013 ]