BANGLADESH UNIVERSITY OF PROFESSIONALS

Faculty of Business Studies

Mirpur Cantonment, Dhaka -1216, Bangladesh
Course Title – International Marketing (MKT 4102)
Term Paper
on
Global Company Journey Basis of The International Marketing Theory

Submitted to:
Takrima Jannat
Assistant Professor
Department of Marketing

Submitted by:
Group- 06
Group Members:

Name Roll Section

Farnaz Shahid 2025171005 A

Tarannum Tasneem 2025171037 A
Masharaba Ahmed Chowdhury 2025171055 A
 Letter of Transmittal
April 3rd, 2023

Takrima Jannat

Assistant Professor

Faculty of Business Studies,

Bangladesh University of Professionals (BUP)

Subject: Submission of the term paper on “Global Company Journey Basis of The International
Marketing Theory.”

Dear Ma’am,

It is our immense pleasure to submit the paper on “Global Company Journey Basis of The
International Marketing Theory.” To prepare this report, we have gathered what we believe to be
the most complete information available. We have finished our report on Samsung about their
global journey based on international marketing theories. We got the opportunity to do research on
many available sources online. This report is valuable and a necessity to complete our course
MKT-4102: International Marketing. It was an enormous opportunity for us to prepare the report
under your instruction, which really was a wonderful experience for us.

We hope that this study will fulfil your suggestion and expectation. It will be our pleasure to clarify
any of your questions for further interpretation of the study.

We are looking forward to receiving your feedback.

Sincerely,

Tarannum Tasneem

ID No. 2025171037, Section: A, MKT 2020

On behalf of Group No-06

Department of Marketing, Faculty of Business Studies,

Bangladesh University of Professionals (BUP)

Executive Summary

This paper explores the history, success, challenges, and innovations of Samsung, one of the most
successful global companies of the 21st century. Since its foundation in South Korea in 1938,
Samsung has established itself as a leader in the global market, serving customers in over 80
countries. The company's strong brand image and diversified product portfolio have been key
factors in its success.

One of the core reasons for Samsung's success has been its innovative approach to technology. The
company has heavily invested in research and development, resulting in cutting-edge technology
and design in its flagship products such as smartphones, tablets, and TVs. Samsung's
semiconductor business is also a major supplier to tech giants like Apple.

However, Samsung has faced challenges in the form of legal battles over patent infringement and
design copying. This has led to a negative perception of Samsung in the market, which could
impact its future growth prospects.

Despite these challenges, Samsung has maintained its position as a market leader and continues to
focus on innovation as a means of staying ahead of the competition. The company's success story
serves as an example of how a strong brand image, diversified product portfolio, and innovative
approach to technology can lead to global success in the 21st century.
 Table of Contents

Executive Summary ........................................................................................................................ 4

Introduction ..................................................................................................................................... 1

Chapter 01: Company Overview: ................................................................................................... 2

Chapter 02: Global Company Consideration .................................................................................. 4

Chapter 03: International Trade Theory: ......................................................................................... 6

Chapter 04: Cultural Practice by The Organization ........................................................................ 8

Chapter 05: Entry Strategy of The Company & Market Alternatives .......................................... 10

Global Market Entry Strategy ................................................................................................... 10

The Integration-Responsiveness Framework ............................................................................ 13

Market Alternative..................................................................................................................... 14

Chapter 06: Global Segmentation and Positioning ....................................................................... 15

Segmentation of Samsung ......................................................................................................... 15

Positioning of Samsung............................................................................................................. 16

Chapter 07: Global Product & Price ............................................................................................. 17

Global Product List ................................................................................................................... 17

Pricing Strategy ......................................................................................................................... 18

Chapter 08: Global Distribution & Supply Chain......................................................................... 20

Chapter 09: Trade Promotion/consumer promotion ..................................................................... 22

Chapter 10: Findings ..................................................................................................................... 23

Conclusion .................................................................................................................................... 24

References: .................................................................................................................................... 25
Introduction

Samsung, a South Korean Company has been one of the leading global companies in the world.
This company is a top one among all the largest electronic producer companies. As a global Asian
brand, Samsung has given the consumers of the world the experience of a lifetime through its
innovations. Samsung focuses on producing a wide range of consumer and business electronics
that includes integrated systems, digital media players, semiconductors, and appliances. Whenever
we think of getting or using any high-end consumer durable like a plasma tv or an MP3 player or
a camera for photography or even camcorders, Samsung makes it to our mind first. Samsung even
ranked 4th in the Forbes’s list of World’s largest tech companies. Samsung is always in the top 5
most valuable global companies along with Apple, Microsoft, Amazon, and Google.

Samsung has gone through an outstanding journey to reach the global acceptancy and the
company’s excellent achievements reflect Samsung’s previous chairman Lee Kun-Hee’s vision of
turning Samsung in to a global digital leader instead of letting it be a cheap manufacturer of
Japanese products. By implementing a business strategy that results in a top-notch brand, Samsung
rebranded itself as a reputable brand with innovation, cutting-edge technology and world class
design that became the hallmark qualities of Samsung and the company invested billions to hold
on to this position. Apart from electronics, Samsung has a diversified empire that consists of heavy
industries, trading, telecommunication equipment, flash memories, ship, construction, ship
building, financial services etc.

A company that was on the verge of bankruptcy in 1997, Samsung really became a world class
example of business organization in the world. And we will acknowledge Samsung’s journey to
become a global company in the following discussion.

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Chapter 01: Company Overview:

Samsung is a multinational conglomerate company based in

South Korea, and one of the world's largest electronics
manufacturers. Founded in 1938 as a small trading company,
Samsung has grown into a global leader in technology, with a
diverse range of businesses that span from electronics to
construction, from financial services to biopharmaceuticals.

Samsung Electronics is the company's flagship subsidiary, and one of the world's largest producers
of consumer electronics, semiconductors, and information technology products. The company is a
leading producer of smartphones, televisions, home appliances, and computer components, and
has pioneered modern technologies such as foldable phones and 5G networks.

In addition to electronics, Samsung operates a range of other businesses. Samsung Heavy

Industries is a world-renowned shipbuilder, and the company is also involved in construction,
engineering, and renewable energy projects. Samsung Life Insurance is one of South Korea's
largest insurers, and Samsung BioLogics is a leading biopharmaceutical company.

Samsung is committed to sustainability and corporate responsibility and has set ambitious targets
to reduce its carbon footprint and increase the use of renewable energy. The company also supports
a range of social and environmental initiatives, including education, health, and disaster relief
programs. With its wide range of businesses and commitment to innovation and sustainability,
Samsung continues to be a global leader in the technology industry.

Brand Philosophy:

Samsung started with an image that showed that Samsung is a cheap manufacturing company that
creates replicas. It was a challenge for Samsung to change how people perceived the brand. From
aggressive promotions, Samsung moved to a simpler philosophy- “to devote its talent and
technology to creating superior products and services that contribute to a better global
society.”

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The branding philosophy has five foundations: innovation, cutting-edge technology, world class
designs, recruiting the world’s best talents and internal branding.

By implementing the five-pillar strategy, Samsung was able to build itself as a global brand.

Brand Communication:

Samsung has implemented all communication channels to convey the message of its brand
positioning and personality. Samsung has taken all measures to reach the global consumers. Now,
from children to elders, everyone can recognize Samsung. Some of Samsung’s major brand
communication channels are mass media promotions, event and sports program sponsorships,
public relations, product placements, Samsung experience gallery, Samsung experience retail
stores etc. Samsung’s communication process made it sure that the brand name stays in the minds
of the people for years and years. Samsung has always aimed to be different. Samsung’s underlying
effort is to capture the interest of consumers through sincere methods that can understand the
perspective of consumers. Samsung intends to share a meaningful experience.

They consider their message as a unique way of sharing and memorable way of speaking. They
also believe that Samsung’s communication experience is positive.

Samsung had two prominent objectives behind its brand communication:

1. To reposition the brand as a top-class, premium brand that is concerned with serving
quality, credibility, and top-notch design.
2. Samsung intended to be on the same ground as other global companies like Sony. A place
among the top electronic companies globally. More specifically, to be the top brand in the
world.

Samsung’s brand communication shows the company’s sincere contribution in creating

groundbreaking interactive and immersive consumer experiences. From traditional to digital
mediums, Samsung has made sure that it can reach global consumers and make a permanent
impression in their minds.

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Chapter 02: Global Company Consideration

Samsung is currently one of the top leading companies with a global presence of reputation,
innovation, and quality. Regarding its market position in the global market, it is one of the largest
companies in the world, being in the top 10. Samsung's innovation and ability to quickly bring
new products to market have helped it to maintain its position as a leader in the highly competitive
electronics industry.

The journey of Samsung did not start as a global company until the 1990s when it began to expand
its global reach through partnerships and acquisitions. Regardless, Samsung made its expansion
and dominance in the electronics market really take off in the late 1990s and early 2000s.

In 1996, Samsung established its first overseas subsidiary in the United States, followed by
subsidiaries in Europe and other regions. The company also made strategic acquisitions and
partnerships, such as the acquisition of AST Research in 1997, and a partnership with IBM in 1999,
to help bolster its presence and capabilities in the global market.

However, being a global company comes with its own set of challenges and considerations. And
Samsung as a company was not an exception. Entering a global market Samsung had to face
various challenges and situations and take some factors into consideration to be a leading global
company as well as a global brand.

As a global company the first challenge a company must consider is cultural differences among
different nations. What is popular in the United States might not be as popular in South Korea, and
vice versa. Samsung had to navigate and face the cultural difference in a diverse market to operate
its business.

Samsung customized its products and marketing strategies and campaigns to target the different
cultured market. For example, in India, Samsung has launched their smartphones with long battery
life and regional language to reach the local people and deliver value that satisfies the needs of the
Indian market. Samsung also has a group of diversified employees. Their employees are also
trained to be culturally sensitive to work in a diverse market. They train their employees to avoid

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misunderstanding with the local people while providing service and understanding their needs to
cater products accordingly. Lastly, to avoid the cultural difference Samsung has partnered with
local companies in many countries to leverage their local knowledge and cultural expertise. By
partnering with local companies, Samsung has been able to better understand local markets and
develop products and services that meet the needs of local consumers.

The second biggest barrier and factor to take into consideration while entering a global market is
the language barrier of different nations. Samsung operates in over 80 countries where the
customers and employers speak different languages. As a result, Samsung had to implement some
strategies to stand out in the global market. It has different languages incorporated in its device
according to the countries. Again, Samsung trains their workers to be able to handle a diverse range
of linguistic people to communicate properly. Samsung also hires diversified employees who help
the company to build up an easy communication network between the manufacturer and the
customers.

Samsung has taken consideration regarding its supply chain around the world. Samsung
implemented a strong supply chain management system to ensure the timely delivery of products
and services around the world. The company works closely with its suppliers and partners to
manage risks and optimize efficiency in all levels of production to ensure quality products in every
country it serves. Samsung has invested heavily in research and development to stay ahead of the
curve and bring innovative products and technologies to market. The company has been a pioneer
in areas such as foldable smartphones, 5G connectivity, and artificial intelligence.

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Chapter 03: International Trade Theory:
The company wanted to be in international trade as it has a direct impact on the gross domestic
product and regulates the country’s economic structure. Samsung created a global strategy to enter
international trade. It can be defined as having a high rate of global integration and cost savings
and a relatively low level of responsiveness and differentiation, on the one hand.

To reduce production cost, Samsung looked for locations that can help to gain economies of scale.
They searched for potential suppliers globally so that everyone could contribute to produce the
best product. Samsung has an absolute advantage of producing a product inside Korea than another
country as Samsung can do it by utilizing fewer resources compared to other competitive
companies.

Depending on the expenses in each continent, the corporation constructs factories, and R&D
facilities. For the Asian market, China and Vietnam are employed as sources of inexpensive labor.
Samsung even initiated world’s largest mobile phone plant in Vietnam in 2013.

Samsung produces its electrical goods in Poland, where labor prices and skill requirements are
well-balanced for the European market. Samsung employs highly qualified local workers for R&D
centers, but also takes advantage of tax savings. The Californian government offered an exemption
from taxes when the company constructed a facility in Silicon Valley to entice the Samsung
company. This gives Samsung the benefit of decreasing the delivery cost and tax. By choosing the
proper locations for manufacturing, R&D and administration, Samsung has taken proper advantage
of a global strategy.

Samsung takes lessons from problems in some markets and applies them to the next difficulty. For
instance, Samsung Australia did not acquire a strong brand recognition, hence the company
struggled to develop the A/C machine business there. The marketing section kept this experience
in mind while trying to establish the same company in Thailand. Samsung is careful while building
its brand image in other countries.

Samsung was able to gain economies of scale through standardized products. If a business wants
to attract consumers, understanding distinctions in consumer tastes and preferences is necessary.
However, it is overly expensive and superfluous in other sectors, like the electronics industry. In

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fact, Samsung standardizes most of its final goods so that they can fit the needs of most countries.
Samsung collaborates with international businesses that market standardized electronic goods.
Reaching local client demands at the lowest possible cost and with the fewest alterations is really
one of the biggest hurdles. And when there’s a little alteration or modification is needed, Samsung
responds fast. They only do it for some parts like when Samsung Galaxy S III was released, the
handset seemed larger for some markets, so they took it in the consideration and launched a
Samsung Galaxy III Mini with a 4-inch screen.

Samsung diversified in the international market through acquisition and alliances to bring more
corporate power to the company and to strengthen itself among other competitive companies.

7
Chapter 04: Cultural Practice by The Organization

Samsung is a global company that operates in a variety of cultures and markets, and the company
has developed a range of cultural practices that reflect its commitment to diversity and inclusion.
These practices are designed to promote a positive and respectful work environment, and to help
employees work effectively across cultural boundaries.

One of Samsung's cultural practices is the Global Code of Conduct, which outlines the company's
values and principles and provides guidelines for ethical behavior. The code emphasizes the
importance of respect for human rights, fair competition, and environmental responsibility, and
applies to all employees and business partners around the world. In 2020, Samsung conducted
4,532 Code of Conduct training sessions for employees, and the company received 101,341 reports
through its whistle-blowing channel, demonstrating its commitment to maintaining a high standard
of ethical conduct.

Another cultural practice is Samsung's Global Diversity and Inclusion Strategy, which aims to
create a work environment where employees can thrive regardless of their background or identity.
The strategy includes initiatives to promote gender equality, support for employees with
disabilities, and programs to promote cultural awareness and understanding. Samsung has also set

8
targets for increasing the representation of women in leadership positions, and in 2020, women
accounted for 18.7% of executive positions in the company.

Samsung also supports a range of cultural and educational initiatives around the world. The
Samsung Junior Software Academy, for example, is a program that provides coding education to
young people in underserved communities and has trained over 26,000 students in thirty countries
since its launch in 2013. The company also supports cultural events and institutions, such as the
Samsung Digital Art Museum in Seoul, which highlights digital art from around the world.

In addition to its cultural practices, Samsung has also been recognized for its efforts to promote
sustainability and reduce its environmental impact. The company has set a target to use 100%
renewable energy in all its factories, offices, and buildings in the United States, Europe, and China
by 2020, and has made progress towards this goal by installing solar panels and other renewable
energy sources in its facilities. In 2020, Samsung's greenhouse gas emissions were 6.1 million tons
CO2e, a 36% reduction compared to 2008.

Overall, Samsung's cultural practices reflect the company's commitment to ethical behavior,
diversity and inclusion, and sustainability. By promoting a positive and respectful work
environment and supporting cultural and educational initiatives, Samsung is helping to create a
more equitable and sustainable world.

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Chapter 05: Entry Strategy of The Company & Market Alternatives
Global Market Entry Strategy

Samsung started to expand its business out of the national border. And this expansion can be seen
in three big steps taken by Samsung. Samsung currently operates around 80 countries worldwide
through different strategies.

An entry strategy is defined as a way of achieving a main goal to enter another region or country,
where the available resources are not sufficient. Tactics should be implemented to facilitate
strategy and are subordinate to the ultimate goals set out by strategy. Samsung as a global company
has used several business strategies in the international market to make a dominance in the world
as one of the leading global companies. Samsung takes up its international strategies conjuring the
goal of diversification, potentiality of the market, economics of scale, efficiency of the market
through comparative advantages, favorable tax laws, legal administration all of which in a whole
increases profitability.

In the 1980s, Samsung made a huge investment in the global electronic industry which includes
building plans in efficient labor places. Samsung also built large Research and Development
centers in other countries like the USA and England. Since 2000 Samsung has started partnerships
and Joint Ventures to reach more countries and enter them in an easier way. After that it started
jumping into end customer products through an international strategy.

Samsung has never entered any market as a leader. Instead, Samsung uses fast following tactics to
analyze the market though different demand factors. It likes to enter a market where its competitors
already exist and a market where the customers are ready to welcome a new product meaning that
when the product starts to be in the growth product life cycle.

Samsung identifies the potentiality of the growth of the market and chooses a market where
minimum efficient scale can be fulfilled soon. SE sees the potential of growth of the niche and
chooses a market where minimum efficient scale can be soon reached. With that being stated,
Samsung starts to invest in Research and Development and marketing communication in the new
region to take over its competitor. This whole process of penetrating the market is fast, efficient,
and powerful due to the experiences of the leaders, Samsung adapts its offer with more ease. As

10
happened for instance with Samsung electronics, the smartphone market in Western countries
Samsung waited until Apple, who was the leader at that time, prepared the customers’ needs. After
iPhone v1 and v2, most of the customers were ready to welcome new technology. And just then
Samsung came with a product, the Galaxy line with the same attributes and a bit less expensive.
Within 5 years, Samsung became the world leader in the smartphone market.

Now comes the questions of what type of international strategies are used by Samsung to enter a
market. Business uses a variety of different methods to expand internationally. Likewise, Samsung
uses some of the international strategy to expand its business.

Export

Starting with export, Samsung has some authorized exports in many of their divisions, though it is
typically not to agents or brokers where they have little or no control. This is due to the vast array
of wholly owned subsidiaries that Samsung has internationally, alongside strategic partnerships
with phone service providers. In some of their product lines, a more typical relationship of broker
and agent take place such as the export of OLED screen panels to Apple for use in their iPhone
X’s, or use of Samsung’s semiconductors to be sold or exported into western countries such as the
UK or US organized directly with manufacturers in foreign countries.

Joint Venture

Sony and Samsung had a joint venture in LCD television technology; Sony withdrew from the
agreement, and Samsung purchased Sony's stake in the venture for $939 million. This ended up
being a significant positive decision for Samsung as they have gone on to dominate the TV market
in both market share and quality following innovations into OLED LCD screen technology.

Global Strategic Partnership

Samsung and Microsoft formed a strategic partnership in 2017. They collaborated on the Samsung
Galaxy Book to compete more effectively with Apple's iPad product line, allowing for greater
effectiveness with Microsoft's software solutions and marketing power in western countries such
as the United States. Through the sharing of technical knowledge, this collaboration directly
improved the device's compatibility and connectivity specifications.

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Whole Owned Subsidiaries

Internationally, Samsung has a diverse range of wholly owned subsidiary companies. Samsung
would grant these firms significant freedom to operate in their domestic market, as the expertise
and knowledge of the firm's domestically hired staff should facilitate decision-making for the
company in that market. In the United Kingdom, these companies will effectively import goods
from Samsung's other manufacturing subsidiaries and facilities in Vietnam, and then market and
sell the goods to UK consumers. Furthermore, R&D facilities, such as the one in Staines, are set
up in foreign countries through subsidiaries. These are put in place to take advantage of the diverse
skill sets and knowledge offered by a global workforce, as well as to capitalize on unique local
resources. These are implemented to take advantage of the diverse skill sets and knowledge
presented by a global workforce and can take advantage of unique local knowledge and market
understanding to undertake R&D to better facilitate the exchange process and consumer need
within each country specifically. This type of strategy necessitates a significant time and monetary
investment, as well as the company accepting full responsibility and risk in foreign markets. This,
in turn, facilitates the highest potential growth and profitability because the gains are shared by all
the companies.

Franchising
Samsung uses product franchising to ensure widespread distribution of its products, particularly
smartphones. In terms of product distribution, Samsung, the franchisor, licenses its products to
retail franchisees. Smartphone usage is rapidly increasing, contributing to a significant market
share across nations. As a result, the company's marketing strategy remains unchanged, while
alliances in product distribution are formed.

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The Integration-Responsiveness Framework

One of the main aspects of international strategy for firms of this scale is the choice of approach
to integration and responsiveness. Four primary types of international strategy are present in the
Integration-Responsiveness framework However, only two may be applied to Samsung’s
international strategy.

The first is called the Standardization Strategy for Economic Performance, which deals with
economic efficiency through integration into different businesses, product standardization aimed
at achieving lower costs of production and a uniform quality standard throughout the world. For
example, its flagship series of smartphones, “Galaxy,” is available in most countries, and its
specifications or features are uniforms regardless of the needs of the country.

The second type of international strategy is called “transnational.” This strategy is focused on
developing economies of scale, adaptation to local markets, a search of activities in optimal
locations, as well as an increase of knowledge flows and learning. This strategy has a high level
of global integration while also being very nationally responsive. A prime example of this regional
strategy is a line of budget smartphones called “Galaxy A.” This line is currently unavailable in
the United States, where phones are rarely bought without a carrier discount, but it may be bought
in countries where such practices are not common. The “Galaxy A'' series of smartphones presents
a slightly less advanced bundle of features and lower specifications than the flagship “Galaxy S”
series, but its price is much more affordable. This approach broadens the range of Samsung
customers by offering a budget option to those who cannot afford the flagship products.

Samsung's home appliances and other divisions take a similar approach to product diversification.
However, these products are held to the same high standards as the company's flagship products.
It appears that despite the uniformity of the flagship company products, Samsung’s international
strategy belongs to the “transnational” approach in the integration-responsiveness framework. The
company actively utilizes economies of scale, and its product line includes variations specifically
designed for the needs of countries in which the company operates.

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Market Alternative

Samsung is one of the leading global companies in the world. However, there are still some
alternatives that could be followed by Samsung to achieve greater scale of economics and expand
its business globally more.

Samsung should increase its market share in the European market as it had a weak presence in that
region. This will allow Samsung to penetrate the region and tap the market easily but capturing the
opportunity easily. As a result, this will elevate the position of Samsung in the global market by
incorporating more products and reaching a greater base of customers. However, the European
market is quite different from the US market, so Samsung should also consider the cost of aligning
its product with the customer demand.

Another market alternative could be by reducing Samsung’s business in the lower profit regions
and investing highly in emerging markets like China and India. This will increase the brand
visibility in the global market and allow the company to increase its sales in the mentioned regions.
However, due to the lack of proper infrastructure in those regions, Samsung might not be able to
offer its advanced technologies like it does in the US market.

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Chapter 06: Global Segmentation and Positioning
Segmentation of Samsung

When Samsung wanted to become a global brand, the company realized it needed to identify the
needs of the global consumers across the national boundaries.

Samsung used the four segmentation types to find potential customers. Samsung segmented the
global consumers based on Geography, Demography, Behavioral and Psychographic
segmentation.

Geographic: Samsung takes both region and population density into consideration while
segmenting the global market. While launching a product for a specific region, Samsung studies
the common needs of consumers in that region. An example-

Samsung Guru model was launched for the people living in rural areas, at the same period, the
Samsung Galaxy series was more appealing for the urban dwellers. Samsung has already gained a
huge global audience with its smartphone and tablets. In India, Samsung has a huge customer base
due to the large population and their need of affordable mobile phones.

Samsung has assembly plants and sales network in almost 74 countries of the world.

Demographic: Samsung considers the age and occupation of people while working on these
criteria. Samsung has multiple products that can cater to the needs of teenagers, young adults,
middle aged consumers and even elders can use it too. Samsung produced mobile phones of
different price ranges to satisfy the needs of different income groups.

An example- Samsung Guru is quite affordable and an excellent choice with high functionality for
the low-income groups and Samsung Galaxy Series is a good option for the consumers with a
decent income. Samsung is also considering launching models that are suitable for corporate use
too.

Behavioral: Samsung shows great interest in what customers really want through analyzing their
knowledge, their response, their perception, what kind of benefit they are seeking from a product.
Samsung also checks the usage and user rate of the consumers. Samsung has intense competition

15
with Apple, so it is important for Samsung to sustain its relationship with the current customers
and to capture potential customers to expand more globally. Samsung should listen to customers
too so that it can realize the customers’ point of view and retain old consumers too.

Psychographic: Samsung also understands that people have different opinions, attitudes, interests,
lifestyle etc. Samsung suits consumers of all lifestyles. Samsung has many options to match the
lifestyle needs of the consumers, doesn’t matter if you’re an achiever, an explorer, an aspirer, or a
mainstreamer. Samsung has always stayed up to date with trends to always serve the global
consumers with the right product.

From affordable phones to fancy and premium phones Samsung launched phones that showed
regard to people of different interests and personalities.

Positioning of Samsung
To build a strong brand identity, Samsung positioned itself as a smartphone manufacturer that
creates the highest-quality goods. To do this, it produced innovative ways to be more customer-
focused and creative. From a company that was known for making cheap copies, Samsung was
able to reposition itself as a brand that provides world class products and premium experience and
was able gain the trust of global customers. Samsung prefers to employ distinctive taglines for
each individual product rather than having a single company-wide tagline or slogan. They often
advertise and place their mobile devices—phones, notes, and tablets—at each of the three
placement levels.

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Chapter 07: Global Product & Price

Samsung offers a wide range of products across multiple categories, including electronics, home
appliances, and mobile devices. The company produces a variety of different SKUs (stock-keeping
units) within each category and has several well-known brands under its umbrella.

Global Product List

Samsung is a global technology company that offers a wide range of products across multiple
categories. Here is a list of some of Samsung's products:

1. Smartphones - Samsung produces a range of smartphones under the Galaxy brand,

including the Galaxy S, Galaxy Note, Galaxy A, and Galaxy Z series.

2. Tablets - Samsung's tablet offerings include the Galaxy Tab S, Galaxy Tab A, and Galaxy
Tab Active series.

3. Laptops - Samsung produces several laptop models, including the Galaxy Book, Galaxy
Book Flex, and Galaxy Book Pro.

4. Smartwatches - Samsung's smartwatch offerings include the Galaxy Watch and Galaxy
Watch Active series.

5. Earbuds - Samsung produces wireless earbuds under the Galaxy Buds and Galaxy Buds
Pro brands.

6. Televisions - Samsung's television offerings include the QLED, Crystal UHD, and Frame
series, among others.

7. Home appliances - Samsung produces a range of home appliances, including refrigerators,

washing machines, dryers, dishwashers, and ranges.

8. Monitors - Samsung offers a range of monitors for both personal and professional use,
including curved and gaming monitors.

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 9. Printers - Samsung produces laser printers and multifunction printers for both personal and
business use.

10. Cameras - Samsung's camera offerings include the Galaxy Camera, a point-and-shoot
camera with Android OS, and the NX mirrorless camera series.

11. Memory and storage - Samsung produces a range of memory and storage solutions,
including solid-state drives (SSDs), memory cards, and USB flash drives.

12. Home security - Samsung produces home security products, including cameras and smart
locks, under the SmartThings brand.

This is not an exhaustive list, as Samsung offers many other products as well. However, it provides
a good overview of the range of products that Samsung produces.

Pricing Strategy

In the electronics category, Samsung produces a range of products including smartphones, tablets,
laptops, televisions, and audio systems. Samsung's smartphones, under the Galaxy brand, are
available in multiple models with varying features and specifications. For example, the Galaxy
S21 Ultra 5G has a starting price of $1,199, while the Galaxy A32 5G has a starting price of $279.
Samsung's televisions are available in a range of sizes and models, with prices starting at $279 for
a 32-inch HD TV and going up to $6,499 for a 98-inch 8K TV.

Samsung's home appliances include refrigerators, washing machines, dryers, dishwashers, and
ranges. The company's refrigerators are available in various sizes and styles, including French
door, side-by-side, and bottom-freezer models, with prices ranging from $899 to $4,599.
Samsung's washing machines and dryers come in front-load and top-load models, and prices range
from $599 to $1,799.

Under its mobile device category, Samsung also produces tablets and laptops under the Galaxy
brand. The Galaxy Tab S7 FE tablet has a starting price of $529, while the Galaxy Book Pro laptop

18
has a starting price of $999. Samsung also produces accessories such as smartwatches and earbuds,
with prices ranging from $99 to $499.

Samsung has different pricing strategies for its products, depending on the category and market
segment. For example, the company may use a skimming strategy for its high-end smartphones,
where it sets a high initial price and gradually lowers it over time. Samsung may use a penetration
pricing strategy for its home appliances, where it sets a low price to gain market share and then
gradually increases it as demand grows.

In summary, Samsung offers a wide range of products across multiple categories, with different
SKUs and brands under its umbrella. The company uses different pricing strategies depending on
the product and market segment, and prices can range from a few hundred dollars to several
thousand dollars.

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Chapter 08: Global Distribution & Supply Chain
Samsung is a global conglomerate that operates in different industries starting from electronics to
telecommunication, home appliances, etc. the company made its global presence by having
manufacturing facilities and sales operations in about 80 countries around the world.

Samsung as a global company has a complex and extensive distribution and supply chain which
includes a rawhide range of subsidiaries and partnerships in the whole process.

Samsung has a vertical integrated supply chain system which controls most aspects of its
production, from manufacturing the components to assembling the parts to make the finished
products. As a result, this strategy allows Samsung to maintain a high standard of quality products
as well as reduce cost and improve efficiency.

The production process begins with the manufacturing of the components like the semiconductors,
display panels and batteries of different products. It also includes production of a wide range of
memory chips, processors and sensors as Samsung is one of the largest manufacturers of
semiconductors. For this the company has different fabrication plants located in South Korea,
USA, and China. These plants produce millions of chips every year which are later used in
Samsung’s own products to even sold to different electronic manufacturers.

The company also has many battery manufacturing facilities in China, South Korea and Vietnam
and several production facilities in South Korea and China where advanced technologies like
OLED and QLED are used to produce high quality panels.

When the components are completed, they are sent to Samsung's assembly plants, where they are
assembled into finished products. Samsung operates assembly plants in several countries,
including South Korea, China, India, and Vietnam. These plants use advanced robotics and
automation technologies to assemble devices quickly and efficiently.

After the assembly, they are sent to Samsung’s distribution centers which are in various countries
around the world. The products are stored in these distribution centers until they are shipped to
retailers or customers. Samsung has a global network of retailers and partners who sell its products
in various countries. Customers can also buy the company's products directly from its online stores.

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Samsung has an intensive supply chain which includes various logistics and transportation
companies for transporting the products from the manufacturer to distribution center and from
distribution center to retailers. The modes of transportation are of a wide range including air, sea,
and land. As a result, on time delivery and quality products without any damage can be ensured by
Samsung.

The company has set up a green supply chain management system, which aims to reduce its
environmental impact by promoting eco-friendly practices and technologies. This ensures the
efficiency and sustainability of its supply chain. Samsung has also established a supplier
sustainability program, which encourages its suppliers to adopt sustainable practices and meet high
ethical standards.

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Chapter 09: Trade Promotion/consumer promotion
Samsung attracted the attention of the industry by combining its technological capability with its
design and creativity. Samsung's technological superiority was exhibited by products including the
first wristwatch-clamshell rotating camera phone, the largest plasma TV, the largest LCD display,
the color wrist phone, the curved UHD TV, and the curved screen smartphone. The Galaxy phone
series attempted to push design boundaries and user experience as the company entered the
smartphone market.

Samsung's first global campaign, Challenge the Limits, happened in 1997. It aimed to establish
Samsung as a pioneering business with aspirations higher than merely technological ones.
Samsung has supported competitions including the Olympics, Winter Games, and extreme sports
with the same objective. Samsung desired to portray a sense of unity, healthy competition, and
globalization.

Samsung launched "Digital Everyone's Invited" as their next large worldwide campaign in 1999.
Samsung reaffirmed its leadership position in the era of digital convergence via this campaign. It
desired to be recognized by the public as a business with the capacity to offer the greatest digital
goods and experiences.

It started the "Design Your Life" worldwide advertising campaign in 2013 to highlight the
connection of its Galaxy line of tablets, smartphones, and wearables.

These promotional campaigns represent Samsung's commitment to be at the forefront of

embracing new communication and marketing platforms, media, and channels.

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Chapter 10: Findings
From the discussion regarding Samsung as a global brand, we have found some valuable findings.

1.For Samsung to remain in its competitive position, it needs to strengthen its values in the brands
that they compete with.

2.Samsung needs to hold onto its image of a premium brand that differentiates it in the global
market through strong financial and workforce commitment.

3.Samsung needs to maintain its corporate image and stay consistent as a brand of high-end
products.

4.Samsung needs to maintain more emotional connection with its customer base and create a
stronger personality among the customers as Apple has created. Apart from functional benefits, the
brand needs to provide emotional and self-expressive benefits.

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Conclusion
Samsung has emerged as one of the most successful global companies of the 21st century. From
the foundation of the company in 1938 in South Korea to today, the company has come a long
way. With a strong brand image and a diversified product portfolio, Samsung has established itself
as a leader in the global market, serving customers in over 80 countries.

One of the core reasons behind today’s Samsung's success is its innovative approach to technology.
The company has invested heavily in research and development, and its products are known for
their cutting-edge technology and design. Samsung's flagship smartphones, tablets, and TVs are
highly popular among consumers, and its semiconductor business is a major supplier to tech giants
like Apple. Samsung's strong focus on innovation has helped the company stay ahead of the
competition and maintain its position as a market leader.

However, Samsung has also faced its fair share of challenges. Like the company has been its
reputation for copying designs and infringing on patents. Samsung has been involved in several
high-profile legal battles with Apple over patent infringement, and the company has faced criticism
for copying Apple's design elements. This has led to a negative perception of Samsung in the
market, which could impact its future growth prospects.

In conclusion, Samsung has now established itself as one of the leading global companies
successfully overcoming the challenges and capturing the opportunities and stands strongly in the
world market as an example of global success.

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