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Essay / Research Paper Abstract
This 13 page paper looks at the way Samsung undertakes the marketing of its mobile telephones, assessing the practices taken with reference to marketing theory, considering the way that reflects and it reflective of the overall strategy. The bibliography cites 10 sources.
Page Count:
13 pages (~225 words per page)
File: TS14_TEsamsungmark.rtf
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Unformatted sample text from the term paper:
marketing approach has led to a position where the firm, in some markets, been able to overtake Nokia. As seen in the UK, where since November 2008 Samsung has been
in the number one position leaving Nokia in number two position (Europe Intelligence Wire, 2009). When looking at the marketing and the strategies aspects such as effective communication and
the importance of gathering information and market intelligence are common threads. When looking at marketing theory it is possible to show the firm has been so successful, a feat
worthy of noting where a company chooses to use a follower rather than a leader strategy, allowing other to make major innovation and develop technology and potentially gain first mover
advantages. When looking at different concepts that are used within marketing the way that the firm has leveraged its advantages and tackled the market may be appreciated. When looking
at marketing one of the most important aspects of any market and the way that a company designs the reacts may be seen with the way that the market is
segmented and how the product or products are positioned. Segmenting is the division of the consumer base, or potential consumer base
into categories where there are similar characteristics. There are a number of ways a market can be segmented. Traditional methods of segmentation may included demographics dividing the market by characteristics
such as age, gender or ethic background (Hooley et al, 2004). Other psychical attributes may be used, such as geographical location or even characteristics such as weight, hair colour
or even those with poor eyesight (Hooley et al, 2004). It may be argued that Samsung are using a number of different segments, these include geographic segments, which are
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