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Samsung TVs

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Samsung TV
Introduction
According to a recent survey in the United States, Samsung is the most common T.V
brand in the Americans households. Statistics indicates that as of 2013, Samsung commanded
the largest market share and popularity in the United States as well as in European market.
The survey showed that Sony, LG, Philips, Panasonic, and Vizio, are some of the brands
competing with Samsung. About 20% of American household indicated that they used
Samsung T.V as their main television set. Sony takes the second position in terms of
popularity indicating 14% while LG is third recording a popularity of 11% and Philips
recording 9%. The survey also indicated that 18% of the participants indicated that their
future T.V preference is Samsung, but 30% of those interviewed indicated that they had no
particular brand that they preferred, showing that the dynamic might change anytime soon
depending on the marketing strategy used by different T.V brands (Gilbreath P. 57).
The current situation has indicated that Samsung is leading in the market share,
profits, and consumer preference. According to the director Jia Wu, Samsung has shown a
consistency across geography. The reasons for the success of the Samsung brand have been
attributed to the marketing strategies as well as constant innovation to the brand. This paper
focus on marketing strategies used by Samsung in terms of the marketing environment,
competitors, market forces, and critical success factors (Kotler, P. 117).
Samsung initiated new marketing vision to make the brand the most competitive in
the world, in 1993. The vision focused on several areas of operation, including organizational

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creativity, technological innovation and improving in the area of employee relationship.
Samsung Company started executing its visions by encouraging the employees to focus on
giving their best in terms knowing customers’ needs. The strategy transformed the company
to measure its progress in terms of qualitative rather than quantitative.
The television business is versatile and very competitive. There are many companies
specializing in the television industry, but some such as Samsung have managed to get an
edge in the industry through innovation and good marketing strategy. Marketing strategies in
the television company are based on identifying and satisfying the consumer needs. The first
marketing strategy that Samsung has adopted is specializing on the product that suits the
customers’ needs.
Product Differentiation
Over the past decade, Samsung have taken a tremendous step in improving creativity
and innovation in designing television products to suit the customers’ needs. The company is
focused on the use of the latest technologies in coming up with the best television screen in
terms of shape, size, design and quality. Samsung Company was among the first television
companies to come up with the Plasma LCD, and LED technologies. After developing the
products, the company engaged in a rampant campaign strategy to popularize the brand.
Samsung also capitalized on building on the plasma television sets in different inches,
starting 19 inch and progressing with differentiated sizes to serve the specification of
different customers. Samsung also sells their television sets at different prizes and lower than
other brands and, therefore, make them preferable to many customers around the globe.
Innovation in Samsung Company has continued to improve the television brand, the company
was among the first to come up with a high definition screen (HD). Over the years, the
company has built more advanced screens such as the 3D television set and the HHD.
Samsung 3D television was developed in 2010, and it dominated 90% of the market

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Name: Course: Tutor: Date: Samsung TV Introduction According to a recent survey in the United States, Samsung is the most common T.V brand in the Americans households. Statistics indicates that as of 2013, Samsung commanded the largest market share and popularity in the United States as well as in European market. The survey showed that Sony, LG, Philips, Panasonic, and Vizio, are some of the brands competing with Samsung. About 20% of American household indicated that they used Samsung T.V as their main television set. Sony takes the second position in terms of popularity indicating 14% while LG is third recording a popularity of 11% and Philips recording 9%. The survey also indicated that 18% of the participants indicated that their future T.V preference is Samsung, but 30% of those interviewed indicated that they had no particular brand that they preferred, showing that the dynamic might change anytime soon depending on the marketing strategy used by different T.V brands (Gilbreath P. 57). The current situation has indicated that Samsung is leading in the market share, profits, and consumer preference. According to the director Jia Wu, Samsung has shown a consistency across geography. The reasons for the success of the Samsung brand have been attributed to the marketing strategies as well as constant innovation to the brand. This paper focus on marketing strategies used by Samsung in terms of the marketing environment, competitors, market forces, and critical success facto ...
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