OVERVIEW OF THE SAMSUNG GROUP
The formation and development process
Samsung Group, founded by Lee Byung-chul in 1938 as a small export business in Taegu, has evolved into one of Korea's largest and most diversified trading groups With subsidiaries like Samsung Electronics and Samsung Insurance, the company is a global leader in various sectors, including TV screens, mobile phones, and electronic components Renowned for its cutting-edge processes and top-quality products, Samsung continues to expand its product lines and markets, enhancing profitability and market share while striving to improve the lives of customers worldwide.
Samsung Group has strategically concentrated on the electronics sector, with Samsung Electronics, established in 1969, being its largest division As one of the world's leading electronics companies, Samsung Electronics plays a pivotal role in the global market.
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)
- 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 emerged as the highest global brand value in Asia, ranking fourth worldwide By July 2020, it maintained its position as the most loved brand in Asia for the ninth consecutive year, surpassing competitors like Apple and Google, according to Campaign - Asia-Pacific and Nielsen Media Research In October 2020, Samsung surpassed Toyota to become the most valuable brand in Asia, ranked fifth globally behind Google, Microsoft, Amazon, and Apple By November 2020, Samsung claimed the top spot in the U.S smartphone market with a 33.7% market share, overtaking Apple’s 30.2% Additionally, Brand Finance's national brand report in 2020 valued Samsung at approximately $95 billion, placing it first in Asia and fifth worldwide, ahead of major brands like Facebook and Toyota By 2021, Samsung's brand value increased to $102.6 billion, yet it remained fifth globally.
Samsung has played a pivotal role in shaping the Korean economy, politics, media, culture, and social life, serving as the key driver behind the 'Miracle of the Han River.' In 2013, the company contributed one-fifth of South Korea's total export turnover and accounted for 17% of the nation's GDP, which was $1.1 trillion.
In April 2009, Samsung Electronics Vietnam (SEV) commenced operations in the Yen Phong industrial park in Bac Ninh, following the issuance of an investment certificate for a significant capital investment of $2.5 billion.
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
In 2014, the Samsung Vietnam Electronics Thai Nguyen (SEVT) project received its investment license and commenced operations at the Yen Binh industrial park in Thai Nguyen, boasting a total investment 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 –
As of early 2018, over 300,000 Vietnamese individuals were employed in Samsung's factories, making Samsung Electronics Vietnam (SEV) a leading foreign direct investment (FDI) enterprise SEV is recognized for its extensive production scale, stringent recruitment processes, and consistent ranking among the top "best places to work" in the region.
Image 1.3: Profits of samsung factories in Vietnam
Image 1.4: Revenue of samsung factories in Vietnam
Products of Samsung Group
Samsung is a leading multi-industry corporation, primarily recognized for its electronics division, Samsung Electronics, which ranks as the world's largest high-tech company by revenue By consistently using its brand name across all products, Samsung leverages its reputation to reinforce product quality and instill customer trust This branding strategy demonstrates the company's confidence in its offerings while helping consumers distinguish genuine products from counterfeit alternatives Samsung's product naming convention combines the company name with the product name, ensuring clear identification and authenticity for customers.
• 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
Interview of Samsung Galaxy S
The Samsung Galaxy S series, launched on March 23, 2010, marked a pivotal moment for Samsung's entry into the smartphone market Known for its luxurious design, elegant curved screen, and powerful specifications, the Galaxy S series was created to compete directly with Apple's iPhone The "S" in Galaxy S signifies "Super Smart," and today, it remains Samsung's most successful product line, solidifying the brand's reputation in the smartphone industry.
The Samsung Galaxy S series represents a premium range of Android smartphones crafted by Samsung Electronics, serving as the flagship model alongside the Samsung Galaxy Note lineup.
In June 2014, Samsung introduced the Galaxy Tab S, marking the expansion of its Galaxy S series to tablet computers, with a release following in July As of January 2021, the most recent smartphones in this series are the Samsung Galaxy S21 series, which debuted in January.
2021 The Samsung Galaxy Tab series is the related tablet series, which includes the tablet Samsung Galaxy Tab S7 released in August
- Samsung Galaxy S6 | S6 egde | S6 egde+ | S6 active (March 2015)
- Samsung Galaxy S7 | S7 egde | S7 active (February 2016)
- Samsung Galaxy S8 | S8+ | S8 active | S Light Luxury (March 29, 2017)
- Samsung Galaxy S20 FE | S20 | S20+ | S20 Ultra (LTE | 5G) (February 11,
MARKETING ENVIRONMENT
Microenvironment
Samsung, a global leader in technology, designs its phones with an international focus, emphasizing the quality of components from its key suppliers, such as Advantest Corp and Canon Inc The company's commitment to high standards ensures that its devices meet the diverse needs of users worldwide.
By the end of 2019, Samsung had established long-term partnerships with 42 first-tier Vietnamese suppliers, a significant increase from just four in 2014, demonstrating a tenfold growth in five years The company aims to expand this number to 50 by the end of the year, alongside hundreds of tier-2 suppliers that support the largest electronic manufacturing chain globally Notably, Viet Hung Bao Bi Ltd, located in Hung Yen province, is recognized as one of Samsung's prominent providers of carton packaging and paper pallets.
Image 2.1: Viet Hung Bao Bi Ltd one of Samsung's first and most well-known providers of carton packaging and paper pallets
Marketing intermediaries play a crucial role in helping Samsung promote, sell, and deliver its products to end consumers in Vietnam Retailers, particularly showrooms, are essential for introducing Samsung's new products to the market Notable retailers such as “Thế giới di động” and “CellphoneS” are key distributors of Samsung's smartphone series in the country.
Besides, Samsung has also opened “experience stores” in recent years, contributing to expanding the retail scale for this bra nd.
Samsung caters to a diverse clientele in Vietnam, offering a broad spectrum of products across various categories The Samsung A series appeals primarily to students and low-income consumers, while the premium S and Note series target affluent individuals seeking high-end features and performance.
Samsung is the most popular phone in Vietnam Samsung offers a wide range of pricing due to its various phone seriess, allowing it to reach wider customers
Samsung earns a significant share of its revenue from its budget-friendly A and M series phones While the Galaxy S series faces stiff competition from rival brands, its sales figures do not match the impressive performance of Samsung's low-cost offerings.
In December 2020, iPhone's market share in Hanoi surged to 13.7%, nearing the sales figures of Vietnam's third-largest mobile company, a significant increase from 8.6% in November and 5.2% in October This trend highlights the strong anticipation among Vietnamese consumers for new iPhone models, particularly following the official launch of the iPhone 12 series on November 27, 2020 Notably, Apple, which focuses on high-end products priced over 10 million VND, captured over 13% of the market, while competitors like Vsmart, Oppo, and Samsung primarily rely on budget-friendly offerings Consequently, Apple emerges as Samsung's toughest rival in the high-end smartphone sector.
The Xiaomi Mi Mix series poses a significant challenge to the Samsung Galaxy S series, particularly as it has not yet been launched in Vietnam Currently, the Mi Mix series is primarily available through small retailers in the country However, once released, it is expected to directly compete with Samsung's flagship Galaxy S series, potentially reshaping the smartphone market in Vietnam.
Samsung's Galaxy Note series presents a compelling competition to the Galaxy S series, distinguished by its unique design and the inclusion of the "S Pen." This internal rivalry showcases Samsung's innovation and diversity in its smartphone offerings.
Macroenvironment
Between 2002 and 2018, Vietnam's GDP per capita surged by 2.7 times, exceeding USD 2,700 in 2019, while over 45 million individuals escaped poverty The poverty rate plummeted from over 70% to under 6%, based on a daily threshold of $3.2 at purchasing power parity Notably, ethnic minorities constitute 86% of those still living in poverty in Vietnam.
Vietnam's economy was severely impacted by the COVID-19 infection due of its deep economic integration, but it also demonstrated remarkable resilience In
In 2020, Vietnam's GDP growth is projected at 2.9 percent, making it one of the few countries worldwide to experience positive economic growth despite the pandemic However, the long-term effects of the epidemic have impacted households significantly, with approximately 45 percent of surveyed individuals reporting a decrease in income.
Without the impact of the epidemic, Vietnam's economy would have experienced stronger growth The recent outbreak posed significant challenges for Samsung, primarily affecting the supply chain initially; however, these issues were quickly addressed Additionally, the COVID-19 pandemic has led to a decline in phone demand.
The mobile phone is not just a communication tool; it symbolizes the owner's wealth and status Regulations for cell phone users are carefully considered, and the government facilitates fair competition among phone companies This competitive landscape boosts state revenue, creates numerous jobs, and stimulates economic growth Additionally, the open political climate is enabling companies like Samsung to increase their production capacity.
Vietnamese culture showcases a rich diversity, leading to distinct consumer behaviors across regions Acknowledging this, Samsung strategically launches two versions of each new Galaxy S model—standard and Plus—along with a premium S Ultra variant to meet the diverse income levels and preferences of customers Additionally, each phone is available in multiple color options, typically three, allowing for personalized choices The abundance of labor resources in Vietnam further facilitates Samsung's expansion of manufacturing capabilities.
As the world's largest mobile phone manufacturer, Samsung must continually adapt to technological advancements to maintain its market position, especially in light of Nokia's decline due to a failure to keep up with trends Since the launch of the Samsung Galaxy S8, the design of the Galaxy S series has seen minimal changes, primarily focusing on upgrades in configuration and camera capabilities However, this is understandable, as the Galaxy S phone's existing quality presents challenges in enhancing its software and internal hardware with each new generation.
Samsung releases Android updates for its phones on a regular basis, as well as researching and developing new ways to boost the processing performance of its Galaxy S series phones
Developing mobile devices that can use 5G networks is also one of Samsung's top priorities
Vietnam's population is estimated to reach 97,757,118 people on December
31, 2020, an increase of 876,475 people over the previous year's figure of 96,903,947
Vietnam, as a developing country, is experiencing significant global integration, making mobile phones an essential and widely used item among its population.
Image 2.3 the number of users of the top 15 countries :
According to Adsota's Vietnam Digital Advertising Market report, Vietnam boasts 43.7 million smartphone users, representing 44.9% of its total population of 97.4 million This significant number positions Vietnam among the top 15 countries globally for smartphone usage, alongside developed nations like the UK, Japan, and Germany, as well as Southeast Asian counterpart Indonesia.
Vietnamese consumers exhibit a strong demand for mobile phones, prompting Samsung to focus on refining its products to swiftly capture a larger market share.
S – T – P STRATEGY
Segmentation
Market segmentation is a strategic marketing approach that divides a target market into smaller, well-defined groups, allowing businesses to perform in-depth market research This technique uncovers valuable consumer insights, drives product development innovation, and provides actionable recommendations to enhance customer loyalty.
To enable the company to have a more detailed view of the market and select the target market correctly and efficiently, Samsung has segmented the market based on customer income
❖ Demographic segmentation: Segmenting the market by income depending on the income of each individual, they will choose for themselves a smartphone with a price that is suitable for their conditions
• High-end phone segment (Flagship): Over 15 million VND
High-end smartphones, often referred to as flagship devices, represent the pinnacle of a manufacturer's offerings, showcasing the latest technology and features available in the market These premium phones are characterized by their high performance, exceptional camera quality, and advanced configurations, making them ideal for users seeking cutting-edge technology and superior design With a higher price point compared to other models, flagship smartphones cater to those who desire an unparalleled experience and the best features available.
However, products in this segment often have a very high price in common, so most are aimed at successful business people
The near-premium phone segment, priced between 10 to 15 million VND, emphasizes key features such as advanced cameras, entertainment capabilities, and strong configurations, alongside appealing brand aesthetics Devices in this category often include last year's flagship models, showcasing the latest technological advancements.
• Mid-range phone segment priced from 5 million to 10 million VND
The most popular segment in the Vietnamese market typically ranges in price from 6 to 10 million, effectively meeting user experience expectations This segment primarily attracts students and individuals with relatively stable incomes.
Smartphones priced under 6 million VND typically lack advanced technologies but effectively fulfill essential user needs, including calling, texting, web browsing, and movie watching.
A 2018 study on market segmentation by gender reveals that purchasing decisions for high-end smartphones, specifically between Samsung and iPhone, are significantly influenced by gender The findings indicate that a majority of male respondents favor Samsung, while female respondents show a preference for iPhone.
Image 3.1: The percentage between men and women who expect
Samsung employs psychographic segmentation by offering products with luxurious and sophisticated designs that appeal to various customer personalities Their smartphone color palette includes classic options like copper gold, white, and black, alongside trendy hues that resonate with diverse consumer preferences.
Samsung has crafted a unique color palette for the Galaxy S21 series, with each hue reflecting the diverse personalities of its customers The standout shade, 'passion purple,' embodies elegance and sophistication, capturing attention with its novel design This exclusive color adds a touch of nobility to the Samsung Galaxy S series, making it a captivating choice for those who appreciate individuality.
Phantom Gold on Samsung devices embodies elegance and sophistication, making it an ideal choice for both men and women, particularly business professionals who wish to showcase their unique style and temperament.
The color white evokes feelings of simplicity, purity, sophistication, and lightness, making it a timeless choice In contrast, dark gray is associated with power, luxury, and elegance, adding a touch of sophistication to any design As one of the most fundamental colors, both shades are frequently seen in various smartphone models, highlighting their versatility and appeal.
Geographic segmentation involves categorizing customer personas based on their geographical locations, such as rural and urban areas, to determine the most effective target market For instance, Samsung strategically focuses on both rural and urban populations to maximize its reach and impact.
Targeting
Targeting is a set of buyers sharing common needs or characteristics that the company decides to serve
Samsung has strategically identified the high-end phone segment as the target market for its Galaxy S product series The primary customers are successful businessmen with stable incomes, characterized by their strong purchasing power and willingness to invest in premium technology.
- This is the segment that needs to use a variety of products and services
- Help business people bring higher profits …
This is a very competitive segment Currently, the high-end phone product series in Vietnam, is the close competition of Iphone and high-end product series of
Customers who prioritize quality over price seek smartphones that offer advanced features, such as high-performance cameras and configurations, while also valuing the internal qualities of the device Sophistication, elegance, and aesthetic design play crucial roles in their purchasing decisions This target market demands higher standards for both products and services.
The Samsung Galaxy S strategically appeals to a demographic of young individuals aged 20 to 35 who are eager to express their unique identities but may lack the financial means for a full upfront payment This group is characterized by their desire to stay updated with the latest trends and build a personal image, making them a promising target market for Samsung Galaxy S.
Positioning
In marketing, positioning is a method used by marketers to build an image or identity in the consumer's mind for a particular product, brand or organization
Samsung has successfully transformed its image from a low-quality service provider to a premium, world-class brand recognized for quality, prestige, and design Initially viewed alongside Sony, Samsung has emerged as a leading consumer electronics brand, particularly in the premium smartphone market With Apple now its biggest competitor across smartphones, tablets, and smart wearables, Samsung's growth in these categories is notable This remarkable repositioning required significant effort and investment, allowing Samsung to become one of the top smartphone manufacturers globally.
Samsung's success is largely attributed to its strategic brand positioning, which emphasizes sophistication and refinement across its product range The company's branding philosophy revolves around five key pillars: innovation, cutting-edge technology, world-class designs, attracting top talent, and strong internal branding By positioning itself as a leading smartphone manufacturer, Samsung focuses on delivering high-quality products while fostering creativity and customer-centricity to strengthen its brand image Instead of adopting a company-wide slogan, Samsung utilizes distinct referral series for each product, effectively promoting its mobile phones, notes, and tabs at three different levels of positioning.
The Samsung Galaxy S series represents the pinnacle of flagship smartphones, showcasing cutting-edge features and a sleek design Each detail is crafted with precision, ensuring the device appeals to both current and potential customers, ultimately achieving high satisfaction ratings.
MARKETING MIX STRATEGY
Product Strategy
Samsung continually improves its product technology and marketing strategies to boost the usage of its phone brand By thoroughly understanding the needs of Vietnamese consumers, Samsung has gained the trust of an increasing number of users in Vietnam One effective marketing tactic is the introduction of product series that cater to various market segments, simplifying the process for customers to find their ideal devices.
❖ Synthesis of Samsung phone products:
Samsung galaxy S phones are chosen by customers for their outstanding features
- 7.8mm thin, 201g weight, slim and light design
- Support wifi 6E wireless internet standard
- 40MP selfie camera, 100x spatial zoom back camera capable of 12-bit depth pictures
➔ Samsung Galaxy S series phones have the following features:
+ Ultrasonic fingerprinting, face recognition + 120Hz is the refresh rate of the screen
+ Gorilla Glass is a tough, scratch- resistant material.
+ IP168 water and dust resistance + 2X Dynamic AMOLED screen with Infinity-O technology
Samsung Galaxy phone devices are named after letters that are easy to remember and call, with the Samsung Galaxy S having a specific "S" meaning:
Samsung's Galaxy S series is renowned for its stunning design, featuring an elegant curved display, a powerful performance setup, and an exceptional camera, showcasing the phone's advanced intelligence The "S" in Galaxy S signifies "Super Smart."
❖ Product features of Samsung galaxy S phones:
The Samsung Galaxy S series represents a significant upgrade over previous models, enhancing user confidence in product quality By effectively leveraging advanced technology, it meets and exceeds customer expectations.
- The design is slim, elegant, and delicate
- High-end design with a wide-angle screen, high-resolution camera
- Exynos and Snapdragon processors are powerful
❖ Product packaging design for Samsung Galaxy S phones:
The product is properly placed on the tray in the compact rectangular product box, which is composed of smooth, sturdy cardboard
- Below the product tray are the durable plastic accessories, such as the type C cable, charger, user manual, and sim stick
The product box features essential information for clients, including the Samsung logo, the phone series name, and key product details Additionally, some distribution companies have included Vietnamese stickers to better meet customer needs.
❖ Samsung phone product support service:
- Customers who purchase a device with a technical issue are covered by a 12- month phone warranty
- A 24/7 hotseries is available to provide detailed guidance and answer consumer inquiries
- Customers are encouraged to try the product at Samsung's experience stores and distributors to guarantee that they have peace of mind.
Pricing strategy
Samsung offers a diverse range of smartphones across low, medium, and high-end price segments, catering to various income levels and user needs This strategic marketing approach enables Samsung to attract a broad audience, from students to affluent professionals.
The Samsung Galaxy S series is positioned as a high-end smartphone option in the market, offering exceptional value for its price Priced under 20,000,000 VND, Samsung Galaxy S phones provide comparable quality and features to the iPhone 12, which costs around 40,000,000 VND This makes the Galaxy S a more affordable choice for consumers seeking premium performance without the premium price tag.
Samsung has launched the Galaxy S21+ smartphone, showcasing an elegant design, a powerful processor, and an array of impressive features This new model is expected to be priced higher than its predecessors in the series.
When Apple releases the iPhone 12 Pro with equal capabilities (priced at 29.990.000 VND), Samsung will reduce the price of its phone to 24.990.000 VND
➔ Samsung phones are currently the market leaders, competing closely with Apple phones This method allows Samsung to get rival customers to buy more o f its items.
Samsung phones are favored by most customers due to their affordability, solidifying the brand's position in the market Compared to competitors like Oppo and Xiaomi, Samsung consistently holds a top spot in consumer preference, thanks to its unique features and competitive pricing.
To attract customers, the Samsung firm employs a variety of marketing strategies, including:
- Deals galore during Galaxy Week: Up to 50% discount, with no interest if paid in full
- Up to VND 14,570,000 can be saved by renovating an outdated collection
- Limited-time student - full-year offer: up to 47% discount
This approach fosters an environment where customers can buy products at optimal prices, leveraging consumer psychology When offered attractive pricing and appropriate incentives, customers are more likely to make a purchase.
Place strategy
Image 4.1: Diagram of Samsung phone distribution
Samsung phones are sold in so many retail stores
In the sphere of selling mobile phones, which is “The gioi di dong”, it is feasible to take a significant brand The total number of stores is 908 as of 1/2021
The proceeds from the sale of Samsung's phone series s in general, and the Samsung Galaxy S in particular, has helped to expand the number of stores
From August 15 to 17, 2019, Samsung Vina Electronics Company will open three new experience stores in Ho Chi Minh City, Binh Duong, and Hai Phong
Samsung's experience stores, built to global standards, are integral to the company's strategy to enhance its product experience network, initiated in 2019 These stores aim to offer customers in Vietnam a comprehensive, convenient, and premium experience, encompassing both products and customer service, supported by a robust Galaxy ecosystem and an international standard warranty center.
The Samsung Experience Store offers customers a unique opportunity to explore and learn about the latest Samsung products, including the Note10, Galaxy S10/S10+, Galaxy A80, Galaxy Watch Active2, and Samsung Tab S5e This high-tech hub not only showcases cutting-edge technology but also provides immediate assistance from expert specialists for software support, equipment repairs, and efficient service solutions.
Image 4.2: Currently, Samsung has up to 7 experience stores
Promotion strategy
Samsung's marketing strategy utilizes diverse promotional tactics, believing that advertising is a highly effective method for reaching a broad audience, similar to industry giants like Coca-Cola and Nike.
Samsung utilizes diverse advertising strategies beyond just competing with rivals, including regular discounts, event sponsorships, and participation in both national and international festivals to encourage consumer purchases.
Sponsor: Samsung is well-known for the high quality of its goods, but aside from spare parts, the company is also a major supporter
Samsung has launched a limited edition Park Hang-seo Galaxy S10+ for the Vietnamese market, marking its first exclusive release outside Japan This special edition features a vibrant silver body, a smart case adorned with the image and signature of the renowned Korean coach, unique icons, a customized user interface, and a powerful 10,000 mAh wireless charging backup battery.
Samsung has unveiled a limited edition Galaxy S10+ Park Hang-seo, featuring a striking new prism silver color This variant showcases a gradient design on the back, allowing for a dynamic color shift that can transition from blue to pink against a silver backdrop.
Samsung Galaxy S10|S10+ brand officially became a sponsor for the 360mobi Championship Season 2 - 2019 in order to assist Mobile Legends: Bang Bang VNG in developing eSports in Vietnam
Image 4.4: Sponsor the 360mobi Championship Season 2 - 2019
Samsung emphasizes the importance of human-to-human marketing in driving sales success, highlighting that the preparedness of personnel is crucial for project outcomes The company primarily relies on informative presentations, equipping sales staff with product brochures to address customer inquiries swiftly and effectively Economic analysts suggest that for Samsung to enhance its sales operations, certain fundamental requirements must be fulfilled.
+ 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
- Catalogs, samples, videos, slideshows, trade fairs and exhibits, and point- - of sale materials and tools, among other promotional tools, are frequently used by Samsung
The Samsung catalog captivates readers with its vibrant colors, high-quality printing, and easily comprehensible content, effectively showcasing Samsung's electrical products and drawing in potential customers.
Samsung enhances customer understanding by providing product samples alongside its catalog, helping to clarify details such as model and size To promote its low-cost models, Samsung also offers complimentary gifts to customers via post offices, overseas sales agents, branches, and mobile shops.
- To display large and costly products, exporters should set up Showrooms, Trade Shows, exhibitions, and fairs
The magazine, produced and self-edited by the firm, serves to inform both internal and external customers about Samsung's operations, including the achievements of dealers and distributors, innovative marketing concepts, and the latest news from Samsung It also highlights contest results, staff incentives, and provides valuable information on Samsung products.
Samsung actively participates in global trade fairs and exhibitions, utilizing these events as key platforms for showcasing products, finalizing contracts, and fostering relationships with distributors and agents.
The trade fair aims to showcase Samsung's organizational excellence, enhance its public image, and introduce new products, while also providing consumers with quality items at competitive prices.
Samsung has consistently leveraged community relations to foster a positive image of its operations and products By engaging in press activities and community initiatives, the company effectively promotes its brand without incurring advertising costs.
Starting in 2020, the KF-Samsung Foundation aims to enhance Korean language education by expanding classes and providing scholarships to students majoring in Korean at 12 universities and colleges nationwide.
On November 24, 2020, scholarships were awarded to students at six universities and colleges in Northern Vietnam This event followed a scholarship ceremony that recognized 135 exceptional students from six institutions in the Central South region, including the Ho Chi Minh City University of Social Sciences and Humanities.
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)
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)
To enhance brand trust and solidify its position as a leading electronics brand, Samsung is committed to continuously developing sales promotion strategies that focus on the essential elements of marketing By paying attention to every detail, including promotional efforts, Samsung aims to strengthen its marketing programs and effectively connect with customers.
RECOMMENDATION
Recommendation 1
In today's fast-paced 4.0 technology era, products can quickly become outdated, and even the latest Samsung Galaxy S series faces intense competition from rivals like Apple, Sony, and emerging Chinese brands such as Xiaomi and Oppo.
Recommendation 2
minds when it comes to high-end phones
While often viewed as superior to the iPhone, Samsung struggles to capture the business phone market, where the iPhone remains the top choice This dominance is largely due to Apple's effective promotional strategies that create a perception of increased value for iPhone users To attract more target customers, Samsung must adopt similar marketing tactics that resonate with business professionals.
Recommendation 3
Samsung's commitment to environmental sustainability is evident in its innovative strategy to engage the community The Galaxy S21 phone cases, crafted from recyclable corporate plastic, highlight the brand's dedication to reducing waste by utilizing eco-friendly materials This approach not only promotes a cleaner environment but also appeals to consumers, emphasizing the importance of responsible product design in today’s society.
1 Thu Ngân (2018), Hành trình 10 n ăm Việ t Nam ành ngôi nhà th thứ hai của Samsung: https://vnexpress.net/hanh-trinh- 10 -nam-viet-nam-thanh- ngoi-nha-thu-hai-cua-samsung-3739083.html
2 Thanh H ng (2020), ằ Công ty Samsung Vi t Nam: Hành trình tr ệ ở thành doanh nghi p t ệ ỷ đô: https://news.timviec.com.vn/cong- - ty samsung-viet-nam-67693.html
3 Song Ngoc (2021), Samsung ở Việ t Nam: L i nhu n 4 tỷ USD, doanh ợ ậ thu tương đương 25% GDP cả nước: https://vietnambiz.vn/samsung-o- viet-nam-loi-nhuan-4- -usd-doanh-thu-tuong-duong- ty 25 -gdp- -nuoc- ca 20210418211522004.htm
4 Cellphone (2020), Khám phá chu ỗi hệ thố ng c a hàng CellphoneS Hà ử Nội: https://hanoitoplist.com/trung- tam -dia-diem/kham-pha-chuoi- - he thong-cua-hang-cellphones- ha noi -
5 Website Dân số: https://danso.org/viet-nam/
6 Đứ c Quy n (2020), ề Samsung tại Vi t Nam: Doanh thu m ệ ỗi năm 1,6 triệ ỉ đồ u t ng, bằng 26% GDP cả nước : https://vietnambiz.vn/samsung- tai -viet-nam-doanh-thu-moi-nam- 16 - trieu ti - -dong-bang- 26 -gdp- - ca nuoc-20201025163518261.htm
7 Itcnews(2020) ,G ần 45% ngườ i dân Vi ệt Nam đang sử ụ d ng smartphone: https://ictnews.vietnamnet.vn/san-pham-so/gan- 45 -nguoi- dan- viet -nam-dang- -dung-smartphone-40903.html# su
8 Website Samsung: https://www.samsung.com/vn/
9 Website Th ế ới di động: https://www.thegioididong.com/ gi
10 Giang Phan Ninh , Samsnug th ể thao và con đường trở thành thương hiệ u c m xúc: https://zingnews.vn/samsung-the-thao-va-con-duong-tro- ả thanh-thuong-hieu-cam-xuc-post95979
Smartphones of the Samsung Galaxy S series from 2017 to 2021:
Price of Samsung series on the market
Phone model Product’s name Market price Segment
No Student Name Student Code Scope of word Contribution
Tả Lê Ng c Linh ọ (Leader)
Overview of the samsung group
Marketing mix stra tegy ( Promotion )
S-T-P Strategy Recommendation Word's format editing
Marketing mix strateg y ( Product + Pricing ) Word's format editing