Samsung uses a limited growth strategy focused on market penetration, product development, market development, and innovation. It maintains and grows its market share by innovating existing products to keep customers interested and attract new ones. Samsung also targets the same customers with new products and enters new markets by targeting new geographic areas or customer segments. Its expertise lies in electronics and semiconductors manufacturing, with a focus on vertically integrated supply chains and high production volumes.

1. Amit Kumar
MBM – 542
DHA - 2
Roll No - 1853362

2. Growth Strategy of SAMSUNG
Introduction to Samsung
Samsung is a South Korean multinational conglomerate company. Its head quarter is in Samsung
town, Seoul. It was founded in 1938 as a trading company. Samsung entered the electronic
industry in 1960s.
Growth Strategy used
The strategy that our selected organization, Samsung, is using is Limited Growth Strategies.
Limited Growth Strategy
It is the type of strategy in which an organization focuses on its current products that are being
produced and the potential market. Ways of growing are considered to make the product more
innovative.
Samsung basically relies on four different growth strategies i.e Market Penetration, Market
Development, Product development and Innovation.
Market Penetration
Samsung maintains its market shares. the organization innovates its product so that their
potential customers doesn’t get bored with the product and they can attract new customers. In
this way their customers will be satisfied with the product and this can lead to greater market
share for Samsung.

3. Growth Strategy of SAMSUNG
Product Development
Samsung targets same old customers with a new product. By launching a new product, they will
attract more customers towards their product and can increase their market share by doing so.
For the awareness of the product, they advertise in TV, newspaper, and pamphlets and on
billboards.
Example: Samsung launching Galaxy S5 mobile phone
Market Development
Samsung entering a new market will cause an increase in market growth and its market shares.
By adopting this strategy, they enter a new market by targeting new customers in other areas.
New market for Samsung could be a new Country or a new City within the same country it is
operating in before.
Example: Samsung introducing its product in a village or a new country.

4. Growth Strategy of SAMSUNG
• Samsung basically relies on four different growth strategies.Like Market
Penetration, Market Development, Product development and Innovation.
• Product Development: Samsung targets same old customers with a new
product.
• Strong global brand tied to consumer electronics. Semiconductors
and electronics manufacturing are the expertise of Samsung.
• Samsung's target audience are people from age 15 to 45 who follow the
latest technology trends.
• Samsung's business model has focused on vertically integrating supply
chains and ramping up production volume.
• Samsung involves heavy promotions in their advertising strategy by using
both push and pull strategy. By following push advertising
strategy, Samsung places their products through sales and advertising
strategies. it is done by heavy investment on traditional advertising

5. Growth Strategy of SAMSUNG
• Samsung marketing strategy integrates various forms of advertising, events
and experiences, public relations, direct marketing and personal selling as
discussed further below in more details. The multinational electronics
company has 53 global sales bases worldwide
• Samsung uses the competitive pricing strategy on televisions by making
sure their pricing is in line with their competitors. Samsung doesn't charge
an extremely high price or low price to compete with their competitors.
They know they are better off selling their television at the
same price their competitors do.