RUNNING HEAD: Samsung Marketing Presentation 1
DeVry Keller University
Samsung Marketing Presentation
Executive Summary
Samsung Marketing Presentation 2
Introduction
Samsung has proven to be one of the largest competitors in the electronics market next to
Apple, LG, Sony, Panasonic, and many more. This multinational electronics company has come
out with top of the line appliances, handheld electronics like phones and tablets, headphones, and
televisions and they have brought a whole new look to their industry. According to Forbes,
Samsung ranked #12 in sales, #16 in profit, #134 in assets and #35 in market value. Forbes also
shows that Samsung has a whopping $177.29 billion in sales and is the world’s 11th most
valuable brand (Forbes Market Cap). Samsung’s presence in the consumer electronics business
has been based on “making a better world through diverse businesses that today span advanced
technology, semiconductors, skyscraper and plant construction, petrochemicals, fashion,
medicine, finance, hotels, and more” (Samsung.com). Through their rise to success however,
there have been bumps in the road the company has had to face and learn to fix to keep building
up their brand.
October 2016 proved to be quite difficult for the popular mobile brand as they had to
recall their Galaxy Note 7 due to “exploding” batteries. The batteries in this phone would
overheat so much that it would catch the phone on fire and end up causing much harm to the
user. There ended up being a global recall of this device and through this, Samsung lost a lot of
trust with their customers. Therein lies problem number one which we hope to address in this
marketing project. Other than exploding devices, it has been said that Samsung has a lack of
brand identity and lacks an emotional connection with their customers (Robertson, 2013). This,
too will be addressed when rethinking this powerful company’s marketing strategies. After all,
Samsung Marketing Presentation 3
customers are what makes a company what it is and Samsung needs as much support as they can
get if they want to prove they’re ultimately better than their competitors.
IMC Objectives
Ultimately, Samsung has an issue with its customer; they lost a lot of trust in their
products from the 2016 Galaxy Note recall, they don’t seem to have an emotional connection,
and they give the impression that they don’t know who they are or how they can benefit their
users. This is the jumping point for us when we re-strategize their marketing techniques as we
look at their target customers, branding, and even their infamous Samsung logo & name. We will
determine what’s working, what’s not, and how their company can become three times what they
are now.
Attracting New Customers
