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Marketing Strategy and Strategy Implementation of Samsung Notebook in Chinese Mainland

Author: GuoLiHua
Tutor: XieXueMei
School: Beijing University of Posts and Telecommunications
Course: Business Administration
Keywords: 4Ps environment analysis Samsung notebook SWOT STP positioning model
CLC: F426.671
Type: Master's thesis
Year: 2010
Downloads: 212
Quote: 0
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Abstract

Samsung group is not only the biggest enterprise, but also one of the Global Fortune 500 companies. Samsung began to march into Chinese market as early as 1985, but formally in 1992. Samsung group now has 39 corporations subordinate to 13 companies founded in China, which form into a whole business line of production, sales and service. Samsung has been trying to become one of the most devoted and respected company group by Chinese people and serve as a social citizen as it is developing in China. Samsung group has engaged into many business area such as chemistry, construction, insurance and electronics etc. in which Samsung Electronics is the most well-known company branch. In 2001, Samsung notebook entered in Chinese notebook market and stationed successfully for its advantage it technology, quality and service. Samsung notebook has won many titles of the "First" in the world, but its market share in China is undesirable all along, far behind from HP, Lenovo, Asus and Dell.Now the competition in Chinese notebook market is becoming fiercer and fiercer. How to make the marketing of its product effectively and efficiently is the primary concern of the company. The goal of this thesis is to start with the enterprise strategy of Samsung Electronics and examine if there is anything to improve of Samsung notebook current marketing strategy after further discussion about it, and to enhance the popularity and market share of Samsung notebook through all-round marketing management. At first, this thesis will analyze the Chinese notebook market and the macro competition environment faced by Samsung notebook through internal and external environment analysis. Then it aims to position Samsung notebook rationally in the market according to STP marketing positioning model, and try to get a better understanding of its strong and weak point and the opportunity and the threat it is facing through SWOT analysis. Finally under the 4Ps theory guidance, it will discuss the current marketing mix and provide some advice for improvement. It is hoped that this analysis and discussion could provide some useful opinion and reference for the management of marketing strategy of other brands.

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