(TIỂU LUẬN) ANALYSIS OF MARKETING STRATEGY OF SAMSUNG GALAXY s IN VIETNAM MARKET

Ministry of Finance University of Finance – Marketing  Essay on group ANALYSIS OF MARKETING STRATEGY OF SAMSUNG GALAXY S IN VIETNAM MARKET CLC_20DMA06 Group 9: Tả Lê Ngọc Linh (Leader) - 2021008468 Trần Thị Kim Ngân - 2021008488 Võ Minh Thành - 2021008547 Trần Khánh Minh - 1921000861 Ho Chi Minh City, 2021 TEACHER'S COMMENTS Group 9: Tả Lê Ngọc Linh (Leader) - 2021008468 Trần Thị Kim Ngân - 2021008488 Võ Minh Thành - 2021008547 Trần Khánh Minh – 1921000861 Section for teachers to write comments RESULT Point Teacher's signature IMAGE CATALOG Image 1.1: Logo of Samsung Group Image 1.2: Samsung Electronics Vietnam Factory Thai Nguyen Image 1.3: Profits of samsung factories in Vietnam Image 1.4: Revenue of samsung factories in Vietnam Image 2.1: Viet Hung Bao Bi Ltd one of Samsung's first and most well-known providers of carton packaging and paper pallets Image 2.2: Cellphone Store Image 2.1: the number of users of the top 15 countries Image 3.1: The percentage between men and women who expect Samsung or Iphone Image: 3.2: Versions of Galaxy S21+ 5G Image 4.1: Diagram of Samsung phone distribution Image 4.2: Currently, Samsung has up to experience stores Image 4.3: Sponsor sporting events Image 4.4: Sponsor the 360mobi Championship Season – 2019 Image 4.5:On November 24, Mr Choi Joo Ho, General Director of Samsung Vietnam, presented scholarships to students SUMMARY Smartphones gradually become inseparable objects for any individual Among the brands in the market Samsung has had a leading position, referring to the current high-priced market segment, it is impossible not to mention the Samsung Galaxy S series Samsung officially launched the Samsung Galaxy S series in March 2010, the first product in the “S” series Since its launch, the Galaxy S has become one of the most powerful phones on the market The high-end smartphone series has dominated the mobile phone market in the world as well as in the Vietnamese market Samsung is constantly innovating and improving products to produce the most modern and innovative smartphone in every design of the product To achieve the resounding success of Samsung, it is impossible not to mention the marketing activities of the business Through the evaluation analysis combined with the theoretical bases learned in the subject of Marketing Principles, the group learned about the micro and macro environment; STP strategy, Marketing Mix strategy has given measures and recommendations to overcome the existing weaknesses in the activities of this business TABLE OF CONTENTS OVERVIEW OF THE SAMSUNG GROUP 1.1 The formation and development process 1.2 Products of Samsung Group 1.3 Interview of Samsung Galaxy S MARKETING ENVIRONMENT 2.1 Microenvironment 2.2 Macroenvironment S – T – P STRATEGY 13 3.1 Segmentation 13 3.2 Targeting 15 3.3 Positioning 16 MARKETING MIX STRATEGY 18 4.1 Product Strategy 18 4.2 Pricing strategy 20 4.3 Place strategy 21 4.4 Promotion strategy 23 RECOMMENDATION 28 5.1 Recommendation 28 5.2 Recommendation 28 5.3 Recommendation 28 REFERENCES 29 APPENDIX a MEMBER CONTRIBUTION i CHECK FOR PLAGIARISM j OVERVIEW OF THE SAMSUNG GROUP 1.1 The formation and development process Overview of Samsung Group Samsung Group is one of the largest trading groups in Korea, started as a small export business in Taegu in 1938, founded by Lee Byung-chul, and has grown rapidly Samsung Group is a diversified business group in Korea, including Samsung Electronics and Samsung Insurance Currently, Samsung is one of the world's leading suppliers in many fields such as TV screens, mobile phones, electronic components and many other high-tech industrial products Today's products and processes Samsung's cutting-edge, top-quality process is recognized worldwide The company has been and will be expanding its product seriess and markets, increasing its profitability and market share, and pursuing its mission of helping to build better lives for customers around the world In the business fields, Samsung Group has been focusing on the electronics industry Therefore, when it comes to Samsung, one cannot fail to mention Samsung electronics company Samsung Electronics, Samsung electronics company, founded in 1969, is the largest division of Samsung Group, and is one of the leading companies largest electronics company in the world Image 1.1: Logo of Samsung Group ❖ Other well-known Samsung subsidiaries: - Samsung Electronics (largest electronics - high-tech company in the world by revenue, and 4th largest in the world by market value in 2012) - Samsung Heavy Industries (2nd largest shipbuilding company in the world, second only to Hyundai Heavy Industry) - Samsung Engineering and Samsung C&T (construction firms ranked 12th and 36th in the world, respectively) ❖ Other significant subsidiaries: - Samsung Life Insurance (the world's 14th largest insurance business) - Samsung Everland (managing Everland Resort, Korea's oldest theme park) - Samsung Techwin (company engaged in space exploration, production of surveillance, protection, and military equipment, etc.) - Cheil Worldwide (in terms of revenue, it was the 15th largest advertising firm in the world in 2012) In 2019, Samsung had the highest global brand value in Asia and was rated fourth in the globe In July 2020, Samsung surpassed major competitors such as Apple, Google, Sony, LG, Panasonic, Philips, and others to maintain its position atop the list of 1,000 most loved brands in Asia for the ninth consecutive year, as determined by leading market research firms Campaign - Asia-Pacific and Nielsen Media Research According to Interbrand, in October 2020, Samsung will have surpassed automobile manufacturer Toyota (Japan) to become the most costly brand in Asia, ranking fifth internationally behind Google, Microsoft, Amazon, and Apple (USA) In November 2020, Samsung maintained its market share of 33.7 percent, surpassing Apple's (30.2 percent) to claim the No position, dominating the Smartphone market in the United States after ranking second for the previous three years (2017, 2018, 2019) Also in 2020, Brand Finance, the UK's independent brand valuation and strategic consulting firm, announced the results of its national brand report, in which Samsung's brand value was valued at approximately 95 percent billion US dollars - ranked first in Asia, fifth in the world, ranked above many big names such as Facebook, Volkswagen, Walmart, Toyota, Huawei, and only after four US technology companies (Amazon, Google, Apple and Microsoft) By 2021, the aforesaid number will have risen to 102.6 billion USD, yet Samsung will still be ranked fifth in the world Samsung has had a significant impact on the growth of the Korean economy, politics, media, culture, and social life, and is the driving force, the major 'nucleus' behind the success of the 'Miracle of the Han River.' Contributing one-fifth of the country's entire export turnover, the group's earnings also accounted for 17% of the Korean economy's overall GDP of $ 1.1 trillion in 2013 April 2009: The Samsung Electronics Vietnam (SEV) project, located in Yen Phong industrial park in Bac Ninh, was given an investment certificate and launched into operation with a capital investment of 2.5 billion USD 2010: Launched the first 3D TV range in Vietnam, as well as the Galaxy smartphones that run on the Android operating system Image 1.2: Samsung Electronics Vietnam Factory Thai Nguyen At 2014, the Samsung Vietnam Electronics Thai Nguyen (SEVT) project was granted an investment license and began operations in the Yen Binh industrial park in Thai Nguyen, with a total investment capital of $5 billion USD 2016: The SEHC (Samsung CE Complex) project of Samsung Vietnam, with a total investment of $2 billion USD, opened its doors at Saigon Hi-tech Park 2017 saw the formal opening of the Samsung Group Solution Experience Center (EBC) and the Research and Development Center (Samsung Ho Chi Minh Research & Development Center – SHRD) in Vietnam It is estimated that more than 300,000 Vietnamese people worked in Samsung's factories until the beginning of 2018 At the same time, Samsung Electronics Vietnam (SEV) is now not only an FDI enterprise with the largest production scale, the most rigorous and talented recruitment process, and is regularly ranked in the top "best places to work," but also the largest foreign direct investment Image 1.3: Profits of samsung factories in Vietnam Image 1.4: Revenue of samsung factories in Vietnam 1.2 Products of Samsung Group Samsung is a multi-industry corporation, the most prominent of which is in the field of electronics, a subsidiary of this group is Samsung Electronics - the largest high-tech in the world by revenue Samsung uses its own brand, Samsung, uniformly for all of the company's products The choice of the company name - the brand name to label the product represents a smart way of Samsung using the company's reputation to affirm the quality of the product This shows the confidence of the business in ensuring the quality of the product and at the same time gaining the trust of customers when they dare to assert themselves in the market Electronic products manufactured by Samsung are clearly labeled so that customers can really know the origin, origin and trust in this brand as well as distinguish them from counterfeit and fake products that are rampant in the market school To name its products, Samsung chooses to name new products as a mixed name: Company name + Product name For example : • Samsung Galaxy series: Galaxy Z, Galaxy S, Galaxy Note, Galaxy A, Galaxy USA • Tablet series (Tablet): Samsung Galaxy Tab S, Samsung Galaxy Tab A • Smart watches: Galaxy Watch, Galaxy Watch Active, Galaxy Fit • TV series: Samsung Smart TV, Samsung LCD TV, Samsung Plasma 1.3 Interview of Samsung Galaxy S Samsung Galaxy S-series with a mission to always lead the trend, Samsung Galaxy S was first introduced on March 23, 2010, marking Samsung's first turning point into the smartphone business Galaxy S is Samsung's high-end smartphone series with luxurious design, classy curved screen, powerful configuration, terrible camera with the aim of directly competing with Apple's iPhone series The "S" in the word Galaxy S stands for Super Smart Currently, the Galaxy S series is still Samsung's most successful product series, making a name for Samsung in the smartphone field Direct sales: - Samsung considers sales to be human-to-human marketing Personnel preparedness determines whether or not a project succeeds or fails This technique of presenting is mainly focused on papers and information for Samsung Sales personnel always bring product brochures with them so that they can respond to queries quickly and efficiently Many economic analysts believe that Samsung must engage in sales operations.The following fundamental requirements must be met: + Actual sales: Samsung offers product information to clients and must acquire orders + Customer and public relations: Samsung sales personnel are constantly concerned in protecting and improving the company's reputation with customers and the general public + Collection and disclosure of information: Samsung Merchandise sales personnel may reveal essential information on a regular basis in order to plan promotions and advertising • Discount: - Catalogs, samples, videos, slideshows, trade fairs and exhibits, and point-ofsale materials and tools, among other promotional tools, are frequently used by Samsung - The Samsung catalog's aims are as follows: The appealing colors, good printing, and easy-to-understand content for Samsung electrical products in Samsung's catalog always piques readers' interest and attracts them in - In addition to the Catalog, product samples are supplied to aid Samsung's customers in correctly comprehending and avoiding confusion while buying, particularly about the product's model and size For low-cost models, Samsung gives out free gifts to customers through the post office, overseas sales agents, branches, and mobile shops 25 - To display large and costly products, exporters should set up Showrooms, Trade Shows, exhibitions, and fairs • Samsung Magazine Publication: - The magazine is self-edited and produced by the firm to update internal and external customers about Samsung's operations such as dealer and distributor success, marketing concepts, Samsung news, results, and so on Results of contests with prizes, staff incentives, and information on Samsung products - Participate in trade fairs and exhibits Samsung exhibits at major trade fairs all around the world on a regular basis A trade show is a venue where Samsung may purchase and sell items, sign contracts, and build connections with distributors and agents - The purpose of the trade fair is not only to demonstrate that Samsung is wellorganized, to establish a good name and image in the eyes of the public, and to launch goods, but also to offer Samsung's consumers with products at standard prices • Community Relations: Samsung has long viewed this as an opportunity to establish a positive picture of the whole Samsung operations and goods through press and other activities that, in principle, not require Samsung to pay for advertising - For example : Beginning in 2020, the KF-Samsung Foundation will focus on expanding Korean language classes and offering scholarships to students at 12 universities and colleges around the country with Korean majors - Scholarships will be granted to students at six Northern universities and colleges on November 24, 2020 Prior to it, a scholarship ceremony was conducted for 135 outstanding students from six schools in the Central South region such as Ho Chi Minh City University of Social Sciences and Humanities, University of Foreign Languages - Informatics Ho Chi Minh City, Nguyen Tat Thanh University, University of Foreign Languages (Hue University); University of Da Lat, University of Foreign Languages (University of Da Nang) 26 Image 4.5: On November 24, Mr Choi Joo Ho, General Director of Samsung Vietnam, presented scholarships to students • Advertisement : When launching an advertising campaign, Samsung always requires marketers to make five major decisions: - Choosing 5M Mission: What is the advertising's goal? How much does it cost in terms of money? Message: The message must be delivered to the media Which communication route should be used? Measurement: How are outcomes assessed? - The AIDA concept is always at the heart of Samsung's advertising material : + A: attract attention + I: maintain interest + D: arouse desire + A: result in Action (leads to purchase) - Continuously develop sales promotion measures and strategies by leveraging the most visible and fundamental aspects of marketing, focusing on every small detail, including promotions, to assist Samsung's Marketing programs in 27 establishing brand trust with customers and becoming the leading electronic brand today RECOMMENDATION 5.1 Recommendation 1: Invest in product quality improvement In the current 4.0 technology era, any product can become obsolete after a day Although the Samsung Galaxy S series is Samsung's most modern product series today, it can be replaced at any time by rivals from Apple, Sony or more recently Chinese phone companies such as Xaomi, Oppo 5.2 Recommendation 2: Become the number one position in customers' minds when it comes to high-end phones Although it is considered a bit better than its direct competitor, Iphone, in fact, when it comes to business phones, people often think of Iphone Iphone does this because their promotional strategy always brings customers and makes them believe that owning Iphone will make themselves more valuable This is what Samsung needs to to be able to hold more target customers 5.3 Recommendation 3: Integrating social factors into promotional activities Currently, environmental issues are always of concern to everyone if Samsung can create a strategy that helps the community, this will resonate in society For example, the phone cases of Samsung Galaxy S21 are made of corporate plastic that can be replaced with manufactured products and clean materials to use Bringing the message of reducing waste based on creating a product that attracts consumers 28 REFERENCES Thu Ngân (2018), Hành trình 10 năm Việt Nam thành nhà thứ hai Samsung: https://vnexpress.net/hanh-trinh-10-nam-viet-nam-thanhngoi-nha-thu-hai-cua-samsung-3739083.html Thanh Hằng (2020), Cơng ty Samsung Việt Nam: Hành trình trở thành doanh nghiệp tỷ đô: https://news.timviec.com.vn/cong-tysamsung-viet-nam-67693.html Song Ngoc (2021), Samsung Việt Nam: Lợi nhuận tỷ USD, doanh thu tương đương 25% GDP nước: https://vietnambiz.vn/samsung-oviet-nam-loi-nhuan-4-ty-usd-doanh-thu-tuong-duong-25-gdp-ca-nuoc20210418211522004.htm Cellphone (2020), Khám phá chuỗi hệ thống cửa hàng CellphoneS Hà Nội: https://hanoitoplist.com/trung-tam-dia-diem/kham-pha-chuoi-hethong-cua-hang-cellphones-ha-noi Website Dân số: https://danso.org/viet-nam/ Đức Quyền (2020), Samsung Việt Nam: Doanh thu năm 1,6 triệu tỉ đồng, 26% GDP nước : https://vietnambiz.vn/samsungtai-viet-nam-doanh-thu-moi-nam-16-trieu-ti-dong-bang-26-gdp-canuoc-20201025163518261.htm Itcnews(2020) ,Gần 45% người dân Việt Nam sử dụng smartphone: https://ictnews.vietnamnet.vn/san-pham-so/gan-45-nguoidan-viet-nam-dang-su-dung-smartphone-40903.html# Website Samsung: https://www.samsung.com/vn/ Website Thế giới di động: https://www.thegioididong.com/ 10 Giang Phan Ninh, Samsnug thể thao đường trở thành thương hiệu cảm xúc: https://zingnews.vn/samsung-the-thao-va-con-duong-trothanh-thuong-hieu-cam-xuc-post95979 29 APPENDIX Smartphones of the Samsung Galaxy S series from 2017 to 2021: Samsung Galaxy S Samsung Galaxy S8 (2017) Samsung Galaxy S8+ (2017) Samsung Galaxy S8 active ( 2017 ) a Samsung Galaxy S Light Luxury (2017) Samsung Galaxy S9 ( 2018 ) Samsung Galaxy S9+ (2018) b Samsung Galaxy S10e (2019) Samsung Galaxy S10 Lite (2019) Samsung Galaxy S10 (2019) c Samsung Galaxy S10+ (2019) Samsung Galaxy S10 5G (2019) Samsung Galaxy S20 FE (2020) d Samsung Galaxy S20 (2020) Samsung Galaxy S20+ (2020) Samsung Galaxy S20 Ultra ( LTE | 5G ) (2020) e Samsung Galaxy S21 (2021) Samsung Galaxy S21+ (2021) Samsung Galaxy S21 Ultra (2021) f Price of Samsung series on the market Phone NO model Galaxy Product’s name Market price Samsung Galaxy Z Fold 50.000.000 VND Z Fold Samsung Galaxy Z Fold 32.200.000 VND Galaxy Samsung Galaxy Z Flip 27.000.000 VND Z Flip Samsung Galaxy Z Flip 20.000.000 VND Samsung Galaxy S20 FE 15.490.000 VND Galaxy Samsung Galaxy s21 14.990.000 VND S Samsung Galaxy S21+ 17.990.000 VND Samsung Galaxy S21 Ultra 22.990.000 VND Segment High End Samsung Galaxy Note 20 Galaxy Ultra 23.990.000 VND 10 Samsung Galaxy Note 20 15.990.000 VND 11 Samsung Galaxy A 72 11.490.000 VND Midrange 12 Samsung Galaxy A 52 10.290.000 VND Samsung Galaxy A 51 6.890.000 VND Samsung Galaxy A 32 6.290.000 VND Note 13 14 Galaxy A Low cost 15 Samsung Galaxy A 31 5.590.000 VND 16 Samsung Galaxy A 21s 5.400.000 VND g 17 Samsung Galaxy A 12 4.690.000 VND 18 Samsung Galaxy A 02s 3.590.000 VND 19 Samsung Galaxy A 11 2.790.000 VND h MEMBER CONTRIBUTION No Student Name Student Code Scope of word Contribution Overview of the Tả Lê Ngọc Linh samsung group 2021008468 25% Marketing mix strategy (Leader) ( Promotion ) S-T-P Strategy Trần Khánh Minh 1921000861 Recommendation 25% Word's format editing Marketing mix strategy Trần Thị Kim Ngân 2021008488 ( Product + Pricing ) 25% Word's format editing Marketing environment Võ Minh Thành 2021008547 Marketing mix strategy 25% ( Place ) Total 100% i CHECK FOR PLAGIARISM j ... Active, Galaxy Fit • TV series: Samsung Smart TV, Samsung LCD TV, Samsung Plasma 1.3 Interview of Samsung Galaxy S Samsung Galaxy S- series with a mission to always lead the trend, Samsung Galaxy S. .. 2018 ) Samsung Galaxy S9 + (2018) b Samsung Galaxy S1 0e (2019) Samsung Galaxy S1 0 Lite (2019) Samsung Galaxy S1 0 (2019) c Samsung Galaxy S1 0+ (2019) Samsung Galaxy S1 0 5G (2019) Samsung Galaxy S2 0... and M seriess Samsung'' s Galaxy S series is always up against competition from other phone brands, making sales of the Galaxy S less impressive than sales of their low-cost phone seriess In December