2nd summative assessment .pdf
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2nd summative assessment
Research Project, BA 1 Introduction to Marketing
1. Give a general introduction to the company and the product you have
The company that I chose that has recently brought out a new product is
Samsung. The product is the Samsung Galaxy Note 3
Samsung Electronics Co. is a South Korean multinational electronic information
technology company headquartered in South Korea. Samsung Electronics is the
world’s larger mobile phone maker and world’s second larger semiconductor chip
maker. Since its creation as a small export business in Taegu (Korea), Samsung has
grown to become one of the world leaders in electronics, specializing in digital
devices and media, semiconductors, memory and system integration. Today, their
innovative products and processes of high quality is recognized worldwide.
Samsung Electronics' vision for the new decade is : "Inspiring the world to create
the future." They aim to inspire communities around the world, developing new
technologies, innovative products and creative solutions. More, Samsung want to
promote a new value for its main networks, its industry, its partners and employees.
In 2011 Samsung released a new generation of smartphone with large screens
considered set between a phone and a tabled. It’s a phone and a tablet at the same
time. The first generation of it had been sold around 10 millions units; 30 millions
units for the Note 2 and the Samsung Galaxy Note 3 that i’m presenting has been
released one month ago and there are already 5 millions units sold.
2. Describe the Mission Statement or the ethos of the company. What
makes it unique?
Ethos is the style that must take the speaker to capture the attention and gain the
trust of the audience, to make it believable and sympathetic. It caters to the
imagination of the listener. Aristote defines the good sense, virtue and benevolence
as the elements to gain the confidence of the speaker. We can add to it franchise and
Samsung doesn’t have a mission statement but we they express it by their
company’s philosophy which is: “At Samsung, we follow a simple business
philosophy: to devote our talent and technology to creating superior products and
services that contribute to a better global society. Inspire the World, Create the
Samsung is committed to mobilizing communities by focusing on Samsung's
three key strengths : new technology, innovative products, creative solutions and
promoting new value for Samsung's core networks: industry partners and
employees. Thanks to these efforts, Samsung hopes to contribute to a better world
and a richer experience for all.
3. Describe the marketing mix that applies to the product.
It has been a month since the launch of the Note 3 and it has already well known and
publicized throughout its target market via successful advertising. Their advertisements
can be seen almost everywhere their target market (18-‐frequents. They can be seen on
TV, in the newspaper and on bus station walls. They are making a huge advertising in
the football activity: they sponsor Chelsea FC by having the logo of Samsung on their
shirts and more impressive: they are actually making a game between humans and
alliens saying that Samsung will save the planet from an IT attack and guess who is the
captain of the human team? Lionel Messi: the world best player, the 10 others players
have not been revealed yet. Take a look at their advert:
http://www.thegalaxy11.com/en/team where the Samsung Galaxy Note 3 is clearly
highlighted. Samsung has spent more than 4 billions american dollars in the marketing
of its products in 2012.
4. What is the competitive advantage and positioning of this product?
The competitive advantage of Samsung is related to the passion for innovation and
effectiveness of R & D, and any new product development should be maintained in the
handquarter in Korea;
Another competitive advantage of the company, the quality should be maintained
permanently, as it could become challenging if one portion of the production should be
shifted to China, so Samsung needed to ensure it could well influence its Chinese partner
While reducing overall costs were not crucial for Samsung, the partnership with a
Chinese factory could, however, used for decreasing the cost of labor in the production
of existing products without any risk of compromising valuable intellectual property in
this way, another competitive advantage of Samsung, the most cost-‐ASP report would be
further strengthened in the industry.
Knowledge of the product will have spread win these means and most of the
prospective customers already know of the product. Its comes in a box made of wood.
This will be to appealing to business people and people of a higher social class as it looks
as thought its of a higher quality than just a plastic or cardboard case. It's designed to
make the owner of the new phone feel special.
The target market of note 3 is the rich business class and the yougsters. In short, the
‘millenials’ people born after 1980. It’s like a fashion statement or a "life partner". The
design, status and characteristics that come with make it an ideal companion for any
fashionista or a real-‐estate agent. Samsung has prices that are beyond most peoples'
disposable income. The price is not really a factor to a rich person, but it’s still high
quality and it will be sold for that price. This means that most people will have to save
money to buy one. The high price only adds to the feeling of exclusivity that comes with
it. On the other hand, some people buy for its features. The target market will also have a
need to use new technologies.
5. Which products from other companies are its competitors?
As said before, the Samsung Galaxy Note 2 is between a smartphone and a tablet but
“classic” smartphones are considered as a competitor. Samsung’s main competitor is
Apple. There have been many quarrels between them. They compete for the first world
place in smartphone market. The main competitors of the Note 3 are: Nokia Lumia 920;
HTC ONE; Apple Iphone 5 and Blackberry Z10. One of the main reason why the Note is
cheaper is because they cared about being cheaper than Apple.
Nokia Lumia HTC ONE
Blackberry Samsung S4
But Samsung has a very big advantage on their competitor: they are world’s second
larger semiconductor chip maker. So what? Most of phones in the world are made of
componants from Samsung factories so their competitors rely on Samsung.
6. How does the company adhere to, or not, sustainable marketing and
socially responsible business?
Samsung give a huge importance to sustainable marketing and socially responsible
business. Samsung offers support to people and their communities in different ways.
Currently, they are investing in the future of children, supporting the learning of science
and creative thinking that promote leadership. In addition, they assist children in low-‐
income families by supporting the creation of educational infrastructure, outstanding
students and programs that promote the well-‐being of families. Samsung are also
implementing programs in these areas within their eight volunteer centers.
Planet First is a commitment, a
state of mind, a fundamental
approach that Samsung considers it
essential, as customers seek a
balance between technology and a
greener lifestyle environment.
Planet First means that Samsung
always consider their impact on the
environment when they work,
develop and design solutions and
innovative products to inspire and
satisfy their customers. Samsung is
committed to providing a better
experience using ecological
products, solutions, and
technologies that respect the
environment, that enhance our
lives as consumers, which reflect
the values we share and respect our
Over the years, Samsung has invested in a large number of museums, galleries and
exhibition halls in Korea and the rest of the world (including the United States and France).
Samsung Museum of Modern Art collects, preserves and exhibits the works of
contemporary art in Korea and elsewhere while the Samsung Children's Museum, the first
of its kind in Korea, invites children to have fun exploring the world around. In addition,
Samsung welcomes and supports various cultural events for children and programs that
promote their artistic development.
Dewi Miranti. 2012. VALUE CHAIN AND COMPETITIVE ADVANTAGE of Samsung.
[ONLINE] Available at: http://dewimiran.blogspot.be/. [Accessed 13 November
Rowan Mccomish. 2013. Samsung. [ONLINE] Available at: http://prezi.com/.
[Accessed 13 November 13].
Phones' review. 2013. Galaxy Note 3 vs iPhone 5S price positioning. [ONLINE]
Available at: http://www.phonesreview.co.uk/. [Accessed 13 November 13].
Fnac. 2013. Téléphones portables. [ONLINE] Available at:
http://www.fr.fnac.be/. [Accessed 13 November 13].
Samsung. 2013. Citoyenneté. [ONLINE] Available at: http://www.samsung.com/.
[Accessed 13 November 13].
Samsung. 2013. Environment. [ONLINE] Available at:
http://www.samsung.com/. [Accessed 13 November 13].