Samsung Electronics Co., Ltd.International Marketing Strategy Proposal

Constructing Market Predominance in China

Prepared by: Jin Hyuk Byun

Prepared for: Dr. Beehler

Written for: Gabrielle Alvarado (Section 29)

Written on: May 10, 2016

Executive Summary

For over the decades, Samsung Electronics has been dedicated to making a better world through distributing advanced technology in diverse products globally. Our company now leads the global market in high-tech electronics manufacturing and digital media. Through innovative products, reliable services, and talented people, Samsung Electronics is approaching global citizenship and taking the world in imaginative new direction. To further progress this movement, the following proposal addresses some of the problems that our company faces and proposes the possible solution: the new international marketing strategy.

This plan discusses the newly constructed international marketing strategy that focuses on building market predominance in China. There are some reasons why our company must channel our resources towards this goal. First, there is an immense amount of opportunity in the Chinese market. Apple Chief Executive Tim Cook claimed that “over the arc of time” China brought a tremendous opportunity for his company (Lee and Kim, “Insight: How Samsung is beating Apple in China”). The Chinese market is rapidly growing as it creates more and more consumers who can afford high-tech electronics. Second, our company’s pricing strategy has an upper hand against that of our rival competitor Apple’s products within the market (Sepherteladze). Utilizing this matter to remain highly competitive in the market would result in increase in the market share. Third, one of the major Chinese cities, Beijing, has been chosen by the International Olympic Committee to host upcoming 2022 Winter Olympics. This opportunity created the need for our company to construct a new marketing plan and take advantage during this period of the event.

This proposal suggests a number of ways to approach the market to achieve the market predominance. With the growth in personal consumption spending, more and more money is being spent on shopping than ever, creating a huge demand for consumer electronics. For example, there is a notable trend of increase in the smartphone sales. Our company should stay watchful of these chinese consumer trends and prepare for the upcoming demand. Regarding the pricing strategy, proposal makes analysis of existing competitors in the Chinese market and recommend adjustment. Also, the proposal emphasizes on investing heavily in advertising and sponsorship related to the 2020 Winter Olympics. Implementing this international marketing strategy would be very efficient for building stronger brand recognition in not only China, but also in other countries as well.       

Table of Contents

Title Page

Table of Contents

Introduction

Problem Analysis

Proposal Specifics

Timeline

Budget

Conclusion

Works Cited

Introduction

The Chinese market is rapidly growing as more and more consumers are made who can afford high-tech electronics. More money is being spent on shopping for personal goods than ever, creating a huge demand for consumer electronics, especially the smartphones

Problem Analysis

Proposal Specifics

Timeline

What time schedule have you established for your work?·    What are the major checkpoints in that schedule?·    Here you list your milestones/the breakthroughs of your proposal.·    When you hope to have accomplished a task

Budget outline the costs of your proposed work

Conclusion

Works Cited