Marketing strategy class lectures_231951375-Samsung-Marketing-Strategy-Thesis

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Bachelor's thesisInternational BusinessGeneral Management2013Elizabeth WambuiSAMSUNG SMARTPHONEMARKETING STRATEGY Analysis of Samsung Smartphone marketingstrategy decisions and the consumer perception tothe implemented strategies.BACHELORS THESIS | ABSTRACTTURKU UNIVERSITY OF APPLIED SCIENCESDegree programme in International Business | General Management2013| 53Instructor Alberto GonzalezElizabeth WambuiSAMSUNG SMARTPHONE MARKETINGSTRATEGIESAbstractThis thesis research is going to analyze the marketing strategy Samsung hasused for some of its smartphone devices in the Smartphone market. The thesiswill look into products introduced within the last two years. This approachseems reasonable due to the rapid change of technology in high tech marketand continuous introduction of new innovative products within a short period oftime. The research will start by understanding the mission and goals of thecompany. Then it will continue in exploring the internal and externalenvironment of the company. The paper will present the marketing mix ofSamsung Smartphone's in their introduction stages, to have a deeperunderstanding on how Samsung has differentiate itself using the fourcomponents of the marketing mix to gain an advantage over its competitors.Further in the research we will see how Samsung recognizes every need in themarket and how it offers products for different customer segment. The study willfinalize by analyzing consumer perception on

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