Tiểu luận môn Principles of Marketing UEH

Tiểu luận môn Principles of Marketing UEH k47, Cách trình bày tiểu luận, bố trí ảnh, nội dụng cô đọng, súc tích. Toàn bộ bài viết bằng tiếng Anh. Môn Marketing UEH năm 2021. Tiểu luận không thuyết trình kết thúc học phần

MINISTRY OF EDUCATION AND TRAINING

UEH COLLEGE OF BUSINESS

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Module: Principles of Marketing Module code: 21C1MAR50300201 Instructor: Huỳnh Phước Nghĩa Student name: Nguyễn Hoàng Danh Date of birth: 19/06/2003

Student number: 31211026156

FINAL EXAMINATION REPORT ANALYSING ABOUT SAMSUNG GALAXY BRAND PRODUCTS

1 What is Samsung Galaxy brand?

Samsung Galaxy (customised as Samsung GALAXY) is a series of product ranges of smartphones, wireless headphones/earphones, smart watches and tablets which run Android operating system - a operating system developed by Google Corporation These product ranges are modernly designed, broadly manufactured, sold and widely distributed by Samsung Electronics Samsung Electronics is known as a multinational technology and electronic firm based in Suwon and is the leading company of Samsung corporation This is the world's largest smartphone manufacturing company sorted by the number of orders over the first quarter in 2017, with a global market share is 27,8 %

It is also the world's second-largest semiconductor manufacturer following Intel With reference to Samsung Galaxy product lines, there is quite a wide variety of smart devices like Samsung Galaxy S series, Galaxy Note series, and the line of smart tablets such as Galaxy Tab, and Galaxy Book for laptops alongside the range of smart, wireless earphones like Galaxy Buds

In the past years, the two latest product lines of smartphone range have been introduced and received rave reviews from technological critics and reviewers are Samsung Galaxy Z Fold and Samsung Galaxy Z Flip respectively, which have made a significant breakthrough in the mobile technology market

Samsung GALAXY product ranges account for almost 27,8% of the smartphone market share

To find out more about the Samsung Galaxy brand, Analysing information about its products is crucial and necessary as well Samsung Galaxy Note series is a series of Android Phablet developed and sold by Samsung Electronics This range of products mainly aims at pen computing, all Galaxy Note models are equipped with touch-screen pens and integrated Wacom digitizers with pressure sensitivity All Note models also consist of software features navigated and led by touch-screen pen and devices’ big screens, such as note application and digital album and screen-split multitask mode Some famous models like Note 5, Note 7, Note 20 They have been numbered respectively Samsung Galaxy S series is a mobile flagship series operated by Android and produced by Samsung Electronics S series is the leading product range of the brand and coexists with the Galaxy Note series Samsung Galaxy Z is a phone that can be folded and is manufactured and distributed by Samsung The device was made public and introduced on 20 February 2019 This series is equipped with curved screen technology and when being folded there is always a side screen for users to use without unfolding the devices That are the three most major smartphone series of the brand Galaxy In addition, Samsung also sell Samsung Galaxy A and J series

2 How might changes in social factors influencing consumer behavior affect Samsung Galaxy products?

To analyse how changes in social factors impact on Customer behaviour, we need to define Samsung Galaxy series’ segments and study about its features Firstly, we need to analyse how social factors impact on customer behaviour Samsung segments its potential customers into various segments and each segment has its own features

To begin with, social factors include social groups and social networks, online social networks and family Unlike other brands which only focus or target on one or two price segments, Samsung decides to stretch their products from cheap to expensive, which helps Samsung easily

to venture into the wider market or approach considerably more users, and suit many fields as well as the purpose of using smartphones for customers and increasing sales Moreover, the introduction of a wide range of products in all price segments also help users to have more options, from prices to features Customers can consider buying which products depending on their economic conditions and individual needs as well With reference to social factors, there are various factors that affect customer behaviour of Samsung Galaxy brand

First of all, one of the social factors that has a lot of impact on how people spend their money on technological devices in general and how people make a choice to use Samsung Galaxy

products is that social groups and social networks including online networks As presented

earlier, there are many segments and in each segment there are always certain social groups and networks Buying a product firstly depends a great deal on the economic condition of a customer

They have to be aware of how much they can earn and how much they can spend Besides, their surroundings including their friends, their casual acquaintances, may have some certain effects

on how they buy a product Apparently, if they were in a social group that consists of people who use Samsung Galaxy products, which would have a visible impact on the way that a customer of Samsung Galaxy buys its products More specifically, If your friends use Samsung Galaxy S7 Edge as a main mobile phone and you have some occasions to use and experience the phone, then you will have your own experience and knowledge about this product, the reviews are probably about the camera, quality of pictures taken, or configure and performance As a result, Marketing departments of the brand use word-of-mouth influence and buzz marketing to spread the word about their brands In addition, you may easily hear the reviews from your friend about their current product, it can be critical or rave but you will have a strong opinion about the product and these things have shaped your thinking because you have already experienced and heard of feedback In reality, people tend to be the same as others because of social standards and pressure

to be like others, so this impacts on the final decision on the product In sum, if a customer is in the lower class in society, they will buy the product that suits their needs and serves their prioritised purposes first The process of buying also depends on the income bracket of social groups

Online Networks are also the most impactful social factor that affect customer behaviour

It's certain that most of us have ever heard of technological reviews and reviewers who give information about electronic and technological devices to audiences who want to buy certain products Samsung Galaxy Products are also the talking point of technology events and channels

as well To buy a product, however, needs a lot of knowledge and information or understanding too Online environment is the ideal envỉonment for exchanging information as well as promoting products In fact, the features of a product have to be suitable for the user's characteristics and personalities An individual won't buy a smartphone which doesn't cater for their needs, for instance, a person who prefers the colour pink will never buy a yellow-coloured smartphone

Family, another major factor that strongly influences customer behaviour In other words,

individual spending on a smartphone or a digital device also depends upon what type of family they come from The family pattern and tradition may easily affect their mindsets and behaviours For instance, if a person comes from a family in which family members like their parents who mostly use Samsung Galaxy J series with a reasonable price, they would prefer their child to buy the same one as theirs For teenagers, most of their money is subsidized by their parents or

You may easily find out many technologies review videos that discuss Samsung Galaxy products like in the picture above – YouTube site, for example

supervisors, so they have fewer options ranging around a certain level to choose from because of the limited amount of money they are given The disposable income of a family also affect how people buy things, more specifically, if a family unit in which parents who earn a very good salary and they fall into late Millenial or early Z generation They would prefer flagship smartphone products because they are aware of their position and their wants Most of them usually use flagship smartphone like Galaxy S or Note, so they want to get their children the same type of products they are using

Understanding deeply about how changes in social factors impact on customer behaviour, Samsung Galaxy brand has taken a good many actions to go along and adapt to changes with brisk efficiency Samsung went into business with the view to approach all segments of market in the past decades, Samsung Galaxy series have been dominating the midrange market and are getting bigger than ever with various product ranges manufactured and launched each year The reason for this is that Samsung Galaxy can make profit from a lucrative market by offering reasonably priced and high-quality products which cater for users’ needs such as that they can afford one when their old ones are unluckily broken Moreover, they can pick up their favourite colours due

to the fact that Samsung offers products with various options Although the products fall into cheap priced categories, they are still equipped with some advanced technology like in some Galaxy ranges with Always on display mode and kept up to date for years by many latest software updates Clearly, the average price of a mid-range smartphone is about 3 - 7 million VND, and this is the affordable price for most people who just have basic demands Samsung Galaxy brand provides a wide range of products at this price range Galaxy A, Galaxy J, Galaxy V, and so on and so forth

Samsung Galaxy A series

In addition to mid-range products, Samsung Galaxy Brand also approaches first-class customer segments and special customers two major product ranges of Samsung at this point are Samsung Galaxy S series and Galaxy Note series, but in the two recent years Samsung has launched two more flagship series which are Samsung Galaxy Z Flip and Samsung Galaxy Z Fold They are the main products that fulfill the needs of upper class customer groups and make the users become more unique and glamorous with the presence of Samsung Galaxy series In this point, Samsung Galaxy approaches Customers in the way that lives up to users’ expectations of being like other peers and casts light on their social statuses Samsung Galaxy Flagship smartphone ranges have their own exclusive features that other lines don’t have and with a higher price for the flagship products customers will certainly be taken care of more and offered more warranty terms which include benefits such as exchanging one for one for one month or more if any problems come up and customers are also presented with a wide range of other products like Galaxy Buds or discount vouchers when they get hold of the products on the first sale date All this confirms that the Samsung Galaxy brand understands all the social factors and how it changes over time in order to adapt effectively

The picture depicts Samsung Care+ service which is one of warranty and maintenance services

3 How might Samsung Galaxy Brand address the problem of differentiating and positioning their product?

Today, in the broadened smartphone market, there are numerous different brands, but users are still fiercely loyal to product ranges coming from the Samsung Galaxy brand So, how does the Samsung Galaxy brand engage more and more customers while there are also more and more rival companies that have grown in the same market

Clearly, to attract more new potential customers and retain existing ones, Samsung, holding company of Galaxy brand has to tackle the problem of differentiating and positioning their products in the market

Differentiating is one of the most important tasks that a brand which wants to succeed in its way has to do first That is true for the Samsung Galaxy brand and its product ranges First, let’s find out how wide its product ranges are Samsung product lines cover almost all segments with various levels of prices from low to high

The first and cheapest product range is Samsung Galaxy J series which is sold with reasonable affordable prices The series is labelled according to number order from 1 to 7 The higher the number, the more powerful the hardware Because the Samsung J series is a cheap and mid-range product, they are usually made of plastic and a bit of metal, but some of them are made fully of metal like Samsung Galaxy J7 plus and Galaxy J7 Prime Samsung Galaxy J series is the product range which is chosen to be used by economy-class users because they come at a cheap price, but configuration and features are relatively great and the on-screen time is good

Here are some rival companies that compete against Samsung Galaxy brand

In addition to the J series, Galaxy A series is also the most popular product line of the brand Samsung Galaxy A is a mid-range and high-end line, invested a lot in design by Samsung

It can be said that Galaxy A is the smartphone with the most beautiful design on the market today While the 2015 Galaxy A series uses a metal design, the 2016 Galaxy A switches to aluminum and glass, both of which are high-end materials Not only have a beautiful design, the Galaxy A phones all have very good cameras, a pretty strong configuration, and especially a "champion" battery life, especially the 2016 Galaxy A series Samsung Galaxy A5 (2016) ), Samsung Galaxy A7 (2016), Samsung Galaxy A9 Pro are typical representatives of this line Over the past few years, Samsung has brought out the new A series consisting of Galaxy A12, A32, A52, and A72

The first flagship product line of Samsung Galaxy is Samsung Galaxy S This is Samsung's high-end phone line, which has made its name famous It can be seen that last year's Samsung Galaxy S20 and especially this year's Samsung Galaxy s21 and S 21 Ultra which are highly rated

by technology and users alike All the latest and most advanced features are provided by Samsung for the S series The second one is the Samsung Galaxy Note series If the Galaxy S series made

a name for Samsung, the Galaxy Note series has nailed this brand with fans Referring to the Galaxy Note, people immediately think of luxurious large-screen phablets and smart S-Pen It was Samsung's Galaxy Note, not any other phone company, that started the trend of large screen phones Both the S and Note series are sold with a very higher price than the other lines but customers will find it worth it Besides, the Galaxy Z series has become a very big hit when it comes to flagship smartphones

Samsung also offers a wide range of other devices like headphones, smartwatches and so

on As can be seen, Samsung Galaxy product lines cover all the segments and the price varies according to the letter and name of the line like J - A -S -Note respectively This will help people easily to pick up one they like and consider various options

In addition to differentiating by target customers and segments, Samsung Galaxy brand also distinguishes itself by its content and technology Samsung takes the lead in inventing advanced technologies and applying them into their product especially their flagship smartphones and tablets, and other devices and taking control of software as well as customizing the operating system in order that the interface is easy-to-use and unique Some striking features of Samsung Galaxy products like Water resistance at IP 68, Always on display, Samsung also lead the world

in camera technology when they equip their smartphones with high pixel resolution and processing capabilities in flagship smartphones like Samsung Galaxy S, Note and Z series Recently, Samsung has developed a new glass technology called UTG which has been used for Samsung Galaxy Z Flip and Z Fold, and sound technologies in Galaxy buds - Samsung went into business with AKG - a sound brand famous for its technology in sound, which enables Samsung

picture-to cater for cuspicture-tomer needs and demands This also makes the Samsung Galaxy brand become more flexible and active when it comes to catching up to date Samsung Galaxy products are also known for their excellent lifetime in terms of battery lifespan and performance maintaining at quite a steady level overtime Samsung Galaxy is also one of the brands that keeps their products updated for years with the latest updates from its customized interface like One UI and Galaxy ecology which allows users’ devices to be connected with each other Product packaging also helps Samsung Galaxy products become more different and morden when samsung adopts new materials in producing packages and changes the way they pack gradually

In terms of positioning, communication strategy, which is a groundbreaking, remarkable, crowning strategy ever Samsung electronics as well as Samsung Galaxy brand have launched a wide variety of Marketing campaigns And Samsung Galaxy brand’ Marketing campaign is one

of the most successful strategies ever because it has helped Samsung to emerge as an authorized technology manufacturer This is because the fact that customer preferences in the technological industry are constantly changing, technology companies have to catch up with the rapid advance

of technology and provide customers with many other developed utilities Consequently, Samsung Galaxy has to make changes to win the top spot in the market and the Galaxy brand's Marketing strategy is the key to success

Growth is one of the most essential elements in the technological market Customers are never fiercely loyal to some certain technology products, they constantly try to track down the best products for themselves As a result, technology manufacturers have to briskly make new more advanced products and utilities to meet customer needs, and Samsung as well as its brand Samsung Galaxy never fail in doing this within many years

These Days, Samsung Galaxy brand makes trends and pave the way in innovating rather than satisfying social demands The key factor that makes Samsung Galaxy successful is the Marketing strategies of its holding company, Samsung Electronics These strategies will only be mentioned according to the Samsung Galaxy brand except other Samsung products

Product strategy: Samsung has reached the unbelievable peak of smartphone products,

smart watches, smart tablets and so on, which makes Samsung become the icon of quality and reliability towards customers In addition to the wide range of products, Samsung is also well-known for its incredible and excellent customer care service Although, the variety of products is the powerful aspect of Samsung blended marketing strategy

Pricing strategy: Samsung offers the most competitive price for customers who choose to

buy the Samsung Galaxy brand This is one of the striking parts of Samsung's price strategy There are so many emerging and young technology companies that pose a threat to the prosperity of Samsung such as Oppo, Realme, Xaomi, Huawei, Consequently, to exist in this stiff competition, Samsung has to apply the competitive price strategy for its Samsung Galaxy brand

products Besides, Samsung Electronics is never passive in creating and refining its products of the Galaxy brand and they are also one of the fisrt companies to introduce new technologies

Samsung distribution strategy: for Samsung Galaxy products, Samsung Marketing

strategy has been applied in many marketing channels in the technology market Retailers which have modern distribution chains certainly include Samsung Galaxy products in their channels, this

is because of Samsung reputation In some certain cities, Samsung will go into partnership with

a distributor which is capable of selling its products throughout the city in which the distributor is located, take Mumbai, for example.More over, when distributing and selling an enormous quantity

of products, the retailers and distributors are bound to get the discount and they can make profits,

as to speak, the Samsung Galaxy distribution strategy is beneficial for both manufacturer and distributor

Samsung Promotion strategy: Samsung has applied a great many of advertising

strategies There are some interesting strategies that helped Samsung Galaxy brand become successful and make a significant contribution to positioning Samsung in the market

- Promotion in Samsung's 4Ps – Samsung's communication strategy uses various forms

of promotion Like Coca-Cola and Nike, Samsung believes that advertising is one of the best forms of promotion to attract potential consumers Besides advertising, Samsung approaches different advertising tactics to get customers to buy products For example, Samsung offers promotions, sponsors events, participates in national and worldwide festivals, and more quite often