Samsung is the market leader in mobile phones in Bangladesh. It was founded in 1938 and partnered with Fair Electronics in Bangladesh in 2018. Samsung introduced its first smartphone through the Galaxy series in 2009. The presentation discusses Samsung's marketing orientation, market environment analysis using PESTLE and SWOT, strategic planning including mission and growth strategies, customer analysis including market segmentation and targeting, product, distribution, pricing and promotional strategies. It recommends that Samsung rethink pricing for some product lines and focus more on creative promotions to gain market share.

1. MKT302 PRESENTATION
MEMBERS ID
Md. Rakib Mallick
Mohammad Ashfaq Ur Rahman
Marzan Rahman
Noor Mohammad Ratin
Tamima Binte Azim
Shah Sultan Ahmed
1921448
1930087
1930809
1921091
1931358
1910190
GROUP 7

3. COMPANY OVERVIEW
Samsung mobile phones are the
market leader in Bangladesh
Founded in 1938
Samsung, partnered with Fair
Electronics Limited in 2018 with a
mission to provide local customers of
Bangladesh with products at cheaper
prices.
Samsung introduced its first
smartphone through its Galaxy series
in 2009

4. MARKETING ORIENTATION
PRODUCTS THAT EARNS CUSTOMER
SATISFACTION
ELEMENTS AND FEATURES THEY
PROVIDE
SALES ADVANTAGE
SOCIETAL VALUES SAMSUNG HAS
LARGE MARKET PROPORTION OF
SAMSUNG
Product, Production, Sales, Societal and Market

5. MARKET ENVIRONMENT ANALYSIS
PESTLE Analysis
POLITICAL
ECONOMIC
SOCIAL
Political environment is
favorable to Samsung’s
operations
According to the government
policy, in Bangladesh, every
mobile brand has to pay import
tax
Caught in several political
disputes in South Africa
Significant impact on the
economy because they
employ thousands of
people
Increased sales leads to higher
consumption which increases
aggregate demand which
results in high GDP
Samsung invests heavily
into R&D to learn
consumers wants &
needs
Always trying to stay up-to-
date
Customized its products
to meet the needs and
wants of local customers

6. MARKET ENVIRONMENT ANALYSIS
PESTLE Analysis
TECHNOLOGICAL
LEGAL
ENVIRONMENTAL
Innovative products and
solutions
Application software are
favored by Android users
Received penalties for
getting into a legal battle
with Apple for copying
designs
Required to follow
employment and tax laws
Samsung has concentrated
on lowering its energy
consumption and managing
water-related risks.
Samsung has set goals to
reduce greenhouse gas
emissions significantly

7. MARKET ENVIRONMENT ANALYSIS
SWOT Analysis
STRENGTH
Global leadership with
18.5% market share
while Apple’s market
share is 13.7%
Less risks as the
smartphone portfolio is
large
WEAKNESS OPPORTUNITY THREAT
Samsung has to rely on
third-party software
Heavily invested into
development of newer
markets instead of
focusing on one of their
core competencies.
Wide range of products,
allowing them to
capture more customers.
Introduces creative
solutions and innovative
products.
Large number of
competitors. ie. Apple,
Xiaomi, Sony, HTC, etc.
Large portfolio
Price Wars

8. MARKET ENVIRONMENT ANALYSIS
Porter's Five Forces Analysis
THREAT OF SUBSTITUTION
COMPETITVE RIVALRY
BUYERS POWER
SUPPLIERS POWER
THREAT OF NEW ENTRY
Domestic and international
competitors
Research prior to entering
emerging markets
Buyers and companies
require each other
Conduct market research before
opening a store and enlist the
assistance of consultants
The markets for electronic
goods are saturated with
many alternatives

9. CORPORATE STRATEGIC PLANNING
Mission, Growth Strategy, Strategy Fromulation and Strategic Group
MISSION
Samsung's target in recent markets tends to be brand creation and
being a revolutionary leader
GROWTH STRATEGY
Samsung is primarily concerned with market development, product
development, and diversification
STRATEGY FORMULATION
Samsung's strategy forces Samsung's units to compete for the best
solution against outsiders
STRATEGIC GROUP
Four Galaxy series have similar approaches in management and the
other non-Galaxy series have the same

10. CUSTOMER ANALYSIS
Market Segmentation and Targeting Strategy
MARKET SEGMENTATION
Feature phones for rural areas
Smartphones for urban areas
GROGRAPHIC
Age
Gender
Income
Occupation
Education
DEMOGRAPHIC
Personality
Lifestyle
Interest
Values
Attitudes
PSYCHOGRAPHIC

11. CUSTOMER ANALYSIS
Market Segmentation and Targeting Strategy
TARGETING
Differentiated targeting Strategy
TARGETING STRATEGY
From teenagers to any age group; from lower middle
class to upper class; from Teknaf to Tetulia; regardless
of race, religion, gender, income, occupation & literacy
level; lifestyle, personality, interest or values & attitudes
TARGET CUSTOMER

12. POSITIONING
Market Segmentation and Targeting Strategy
positioning by product
attributes or benefits
positioning by product users

13. PRODUCT STRATEGY
PRODUCT LINE
Galaxy S
Galaxy
Note
Galaxy M Galaxy A Metro Guru
Product mix generally consists of different product lines
PRODUCT MIX
a product line is a group of similar products with similar
features or similar brand names
PRODUCT LINE
Product Mix and Product Line

14. DISTRIBUTION STRATEGY
Exclusive product stories lead to increased control
EXCLUSIVE
Increasing the number of outlets to increase sales
INTENSIVE
Exclusive, Intensive and Selective Distribution
Selecting multiple channels and partners with care
SELECTIVE

15. PRICING STRATEGY
PRICE SKIMMING
COMPETITIVE PRICING
Setting the highest initial price of a newly launched product and gradually lowering it over time
PENETRATION PRICING
Skimming allows firms to adjust and update their prices in relation to the market
Samsung may employ this strategy when launching a new product, and then gradually lowering the
price when a new product is introduced into the market by competitors. Thus driving more people
towards Samsung products
Setting the price of a product based on the
prices being charged by competitors for
similar products
Samsung has to be mindful of their
competitor’s prices and charge prices that let
them remain competitive within the Market
Involves setting low prices in order to ‘penetrate’
the market and gain market share swiftly
This pricing strategy helps Samsung target the
youths as they usually have low incomes,
therefore good products and low prices help them
capture market share, and dominate the market

16. PROMOTIONAL STRATEGY
Implemented by marketers to drive more attention towards their products and brand, thereby
increasing overall sales.
Samsung relies heavily on promotional strategies, and in order to successfully market their products,
they rely on numerous channels.
Samsung uses their resources effectively to create an association of their products with their brand,
driving a good image into the minds of the general public.
TV ADVERTISEMENT
PRINT
ADVERTISEMENT
SOCIAL MEDIA
ADVERTISEMENT
POINT OF SALE
ADVERTISEMENT

17. RECOMMENDATION
Samsung to rethink their pricing structure for Galaxy A Series and Galaxy
M Series.
Samsung to focus on more creative promotional strategies to gain more
market share.
Samsung should officially release its every its every variant of
smartphones in the Bangladeshi market regularly.

18. THANK YOU