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Samsung Marketing Strategies in the Philippines

Samsung has created unique technological advancements and marketing strategies focused on different fields. This paper analyzes Samsung's strategic marketing in the Philippines over the past five years. Interviews were conducted with three experienced managers from Samsung stores. The marketing strategies were analyzed using categorization, coding, and concepts. Product diversification, technological innovation, and push-pull strategies were identified as key strategies for the smartphone industry. Samsung also formed a Global Marketing Team comprising product, marketing, and regional strategy teams. Marketing effectiveness was measured using the 4Ps marketing mix variables. Future research could evaluate strategies through additional variables like consumer behavior.

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Danna Claire
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13 views2 pages

Samsung Marketing Strategies in the Philippines

Samsung has created unique technological advancements and marketing strategies focused on different fields. This paper analyzes Samsung's strategic marketing in the Philippines over the past five years. Interviews were conducted with three experienced managers from Samsung stores. The marketing strategies were analyzed using categorization, coding, and concepts. Product diversification, technological innovation, and push-pull strategies were identified as key strategies for the smartphone industry. Samsung also formed a Global Marketing Team comprising product, marketing, and regional strategy teams. Marketing effectiveness was measured using the 4Ps marketing mix variables. Future research could evaluate strategies through additional variables like consumer behavior.

Uploaded by

Danna Claire
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Abstract

Samsung is one of the worlds largest technology providers (Murat, 2000) that
creates a very unique technological advancement and marketing strategies that focuses
on different fields. This paper describes and analyzes the strategic marketing of
Samsung in the Philippines for the past five years. The marketing strategies of
Samsung have been critically analyzed through a qualitative research design and
interview was used as a method for data collection. The interview was conducted from 3
branches located in SM Molino and SM Dasmarias. Non-probability and purposive
sampling were employed in the study by choosing 3 skilled managers with an
experience of 3-5 years in the samsung store. The qualitative analysis of data was done
using the 3Cs : categorizing, coding and concept. Furthermore, the analysis of the
research questions that provided a framework for the study answered the different kinds
of marketing strategies, the kinds of marketing strategies used by Samsung from the
last five years and how the effectiveness of these are measured. Results showed that
product diversification, technological innovation and push and pull strategy are the
strategies in relation to the smartphone industry. Samsung built a team named Global
Marketing Team which was comprised of the Product, Marketing and the Regional
Strategy Team. The effectiveness of marketing strategies were measured through
evaluating the marketing mix variables called the 4Ps. However, for the future
researchers, the study recommends to find more means in evaluating the effectiveness
of these strategies by adding other variables like consumer behavior.

Keywords:

Samsung,

marketing

innovation, push and pull strategy

strategy, product

diversification,

technological

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