Running head: Strategy audit 1Marketing analysis for Samsung Electronics Name of students: Institutional affiliation: Introduction The research is aimed at assessing the portfolio of the product of the business unit selected by analyzing the market position, value proposition and the competitive advantage of its products and services. Samsung Electronics America (SEA) sells a wide range of product ranging from electronics. A subsidiary of electronics giant Samsung Electronics, the company's Consumer Business division markets consumer electronics and household appliances, including TVs, Blue-ray disc players, portable audio players, home theater systems, hard drives, cameras and fridges. Mr. Y.K. The president and CEO of Samsung, Mr. Kim who is charged with overseeing the operations of the company in Mexico and the United States. He was the immediate deputy vice president and the head of sales and marketing department of Samsung electronics and visual display business. I conducted an interview in order to discover where Samsung electronics stands in the market. I: Thank you very much for your time sir. I would like to know the position of your company with regard to market position. Mr. Kim: Well, as the immediate head of sales and current C.E.O, our company has made tremendous progress since its inception. We are among the leading suppliers of electronic equipments to consumers. In Android market share alone we scooped 65% according to the 2012 public companies shares. I: would you shed some light on the company’s value proposition? Mr. Kim: Well, Samsung electronics is a multi billion global industry and has been established as a global leader in providing electronics and high quality products. We exceeded the 100 billion dollars mark in our annual sales in 2007 I: Based on your success, what are some of the competitive advantage factors that you enjoy? Mr. Kim: Our Company is well known for understanding our customer’s needs before our competitors. Our products are engineered innovatively and originally in order to meet the needs of the customers and they also cater for future technological needs. Our products are designed and tested for conformity with the customer’s needs. SUMMARY ANALYSIS FROM THE INTERVIEW The product portfolio of Samsung exhibits a wide range of equipments ranging from machinery; software design and house hold goods to audio-visual equipment. The research focused on telecommunication unit of Samsung Electronics as it involved the purchase of electronic goods like television, mobile phones and services that included installation, system repairs and delivery to customers’ premises. Samsung has dealers located in several places all over the world. Samsung also has partners all over. TARGET CUSTOMER The target consumers of ...

1. Running head: Strategy audit
1Marketing analysis for Samsung Electronics Name of students:
Institutional affiliation:
Introduction
The research is aimed at assessing the portfolio of the product
of the business unit selected by analyzing the market position,
value proposition and the competitive advantage of its products
and services. Samsung Electronics America (SEA) sells a wide
range of product ranging from electronics. A subsidiary of
electronics giant Samsung Electronics, the company's Consumer
Business division markets consumer electronics and household
appliances, including TVs, Blue-ray disc players, portable audio
players, home theater systems, hard drives, cameras and fridges.
Mr. Y.K. The president and CEO of Samsung, Mr. Kim who is
charged with overseeing the operations of the company in
Mexico and the United States. He was the immediate deputy
vice president and the head of sales and marketing department
of Samsung electronics and visual display business. I conducted
an interview in order to discover where Samsung electronics
stands in the market.
I: Thank you very much for your time sir. I would like to know
the position of your company with regard to market position.
Mr. Kim: Well, as the immediate head of sales and current
C.E.O, our company has made tremendous progress since its
inception. We are among the leading suppliers of electronic
equipments to consumers. In Android market share alone we
scooped 65% according to the 2012 public companies shares.
I: would you shed some light on the company’s value
proposition?
Mr. Kim: Well, Samsung electronics is a multi billion global
industry and has been established as a global leader in
providing electronics and high quality products. We exceeded
the 100 billion dollars mark in our annual sales in 2007

2. I: Based on your success, what are some of the competitive
advantage factors that you enjoy?
Mr. Kim: Our Company is well known for understanding our
customer’s needs before our competitors. Our products are
engineered innovatively and originally in order to meet the
needs of the customers and they also cater for future
technological needs. Our products are designed and tested for
conformity with the customer’s needs.
SUMMARY ANALYSIS FROM THE
INTERVIEW
The product portfolio of Samsung exhibits a wide range of
equipments ranging from machinery; software design and house
hold goods to audio-visual equipment. The research focused on
telecommunication unit of Samsung Electronics as it involved
the purchase of electronic goods like television, mobile phones
and services that included installation, system repairs and
delivery to customers’ premises. Samsung has dealers located in
several places all over the world. Samsung also has partners all
over.
TARGET CUSTOMER
The target consumers of Samsung’s products are mostly the
youth and adults who are technologically sensitive. Through its
marketing strategy of research and innovation, Samsung has
lived up to expectations of the market demand. Inventions of I
pod, apple laptops, galaxy phones, tablets and high LED
televisions are a proof of this. There is co-ordination of its
activities to ensure that the customers’ needs are met in time
through an efficient communication channel. The company
provides free transport from its sales outlets to consumer’s
premises in cases of heavy electronic equipment. The consumers
of these products exhibit a consistent buying pattern as every
day youths are purchasing mobile phone, television sets, laptops
as these are essential gadgets of communication fundamental
among human interactions. The customers’ needs and wants
vary depending on the financial resources and technological
needs. College youths will require laptops with high processing

3. speeds, tablets which can multi task rapidly and for adults
depending on their profession they will choose electronic
gadgets which are appropriate to them. Flat screens with high
resolution power will be ideal for such wealthy television
viewers. The middle income category will go for gadgets that
are moderate yet perform almost similar functions as the
expensive ones. This is evident in the types of Samsung phones
that people possess.
Consumers prefer buying Samsung products because they are
technologically superior, understands the needs of the
customers by doing extensive research and the price is
relatively fair. One of the needs that Samsung has not yet
ventured into is the manufacture of robots. Research is still
going on in this particular field
Our products are currently the market leaders owing to the good
work of our system engineers, designers and programmers.
Design has become an important part of the success as shown
the awards scooped by Samsung Design team in annual
technological conferences. This is in spite of stiff competition
from Nokia, Techno and Sony in the telecommunication field.
Samsung products normally have an inscription of Samsung
written on the front part. The logo is in the software of most
laptops and flat screens with a dark bluish color background to
distinguish it from counterfeit images of its competitors. The
products are available from all approved dealers at a relatively
affordable price. The differentiation of Samsung products
assists customers in choosing the genuine Samsung products.
From the interview, Samsung enjoys the competitive advantage
of huge financial returns based on the sales figures which
exceeded $100bn mark in 2009 in addition to the skilled
engineers who work round the clock to ensure the needs of
consumers are met. This has a long term importance effect
because Samsung will always keep up to toes with the
competitive and dynamic technological world.
Customers’ need
Samsung

4. Sony
Nokia
Mobile phone
2
0
2
Television
2
2
0
Home theatre
2
1
0
Laptop
2
0
0
References
Ferrell, C. (2001) Marketing strategies in the global arena,
Chicago, Chicago press.
Ping, J (2008) The revolution of Samsung into a multibillion
corporate, Tokyo
Hummel W. The competitive business environment, California.
University of California press.