Marketing Case Study - Samsung

Extract

[...] Acquisitions enable Samsung to serve a range of more powerful products and verticals. The strength also resides in broad technical expertise in the consumer electronics industry, including a focus on designing technology for miniaturization, which is crucial in making small high-tech devices. A field where Samsung spends vast amounts is permissions, payments, and licenses; by acquiring companies, Samsung can often acquire technologies and simplify its next payments. It is likely that Samsung is also considering further acquisitions along these lines. [...]

[...] Samsung is using social media to position itself as a consumer electronics innovator, like it did in New York in August of last year with the launch of the Samsung Experience Station. Listening to their audience online, they have developed products to share incredible life experiences and are changing the game with newly created entertainment against adventure experiences. Reaching almost 600,000 lifetime members, Samsung users are creating, curating, and sharing a ton of content across their community, including top Samsung influencers, prospects, and full media and customer profiles. Some terms this type of marketing UGC or user-generated content, while others refer to it as referral marketing. [...]

[...] ROI Analysis The following are the methodologies used to calculate ROI for various marketing programs conducted by Samsung. Samsung uses a variety of econometric models to understand the impact and effectiveness of marketing on sales. Mathematical models consider a complex set of influences that affect sales. They consider the investment in marketing and the sales benefit received through that investment to calculate return on investment. The payoff, or what businesses get in return for their investments, is not limited to what they would get as optimal direct results, or those outcomes achieved without spending additional resources. [...]

[...] Partnership building is vital in markets that are hugely complex and involve many layers of agents; the mobile industry, involving network providers and mobile operators, is a good example. Local knowledge, local market needs, and relationships with local regulators are all fundamental to operating effectively in these environments. By working in these types of partnership arrangements, manufacturers can gain access to the relevant stakeholders that will enable them to conform to these criteria, simply by cultivating relationships with their partners. [...]

[...] Marketing Case Study - Samsung 1. Introduction to Samsung Samsung is a global behemoth, operating in an industry that impacts consumers on a daily basis. Samsung's mission is to inspire the world with innovative technologies, products, and design that enrich people's lives and contribute to social prosperity by creating a new future. Its vision involves an employee of Samsung committing to comply with the laws and regulations in private and business relations, and maintain the highest standard of ethical behavior. [...]