Samsung global marketing strategy

In this ever accelerating and competitive industry, Samsung has made huge strides in gaining the competitive advantage in the international market. So how did they do it? Samsung needed to reinvent themselves. To do so, Samsung began by shifting their business focus.

While the companies are asking for damages, the case is about more than money. What's really at stake is the market for mobile devices. Apple now gets two-thirds of its sales from the iPhone and iPad; South Korea-based Samsung is the world's largest maker of smartphones; and both want to keep dominating the market.

So far, Apple is ahead when it comes to litigation in the US. Most Samsung features that Apple says infringe are items that are a part of Android, Google's mobile operating system that powers Samsung's devices.

All patents except one, called "slide to unlock," are built into Android.

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Apple has argued the patent-infringement trial has nothing to do with Android. However, Samsung argues that Apple's suit is an and that Google had invented certain features before Apple patented them. Sohn took the stand Monday to walk the jury through the company's meteoric rise in the smartphone market.

When Sohn became president and CEO of Samsung Telecommunications America inhis goal was changing the company's "sluggish" growth by better competing with Motorola Mobility, he said. Apple has accused Samsung's Galaxy S3 of infringing three of its patents. It had different names for its early Galaxy devices at the various carriers based on what they preferred.

It also provided them with advertising funds.

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When Samsung launched the Galaxy S2 inthe company "drastically" shifted strategy in its sales and marketing operations to focus on pleasing consumers rather than the carriers, Sohn said. It also worked to change the retail experience to make it easy for buyers to find Samsung devices in stores, and the company spent marketing on those devices throughout the year rather than with a big push solely when a device launched.

Meanwhile, Todd Pendleton, chief marketing officer for Samsung Telecommunications America, took the stand to testify how he and his team helped turn around Samsung's position in mobile through their marketing push. He noted that Samsung has become the "most viral" brand in the world based on the number of social media followers and shares.

Before Pendleton joined Samsung in Junethe company had no Twitter presence. Another message from Sohn, this time an email to Pendleton and other executives from June 5,was presented by Apple. In the message, Sohn there would be a "tsunami" when the iPhone 5 launched. Pendleton said some people have complained about Samsung's use of plastic, but others like it.

He also disputed Samsung's reputation as a "fast follower," or company that doesn't invent new products but is adept at quickly making its own variations once something has been created.

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Samsung kicked off its defense that day with Google Android engineers such as Hiroshi Lockheimer. In the case, Apple and Samsung have accused each other of copying features used in their popular smartphones and tablets, and the jury will have to decide who actually infringed and how much money is due.

This trial involves different patents and newer devices than the ones disputed at trial in August and in a damages retrial in November For instance, the new trial involves the iPhone 5released in Septemberand Samsung's Galaxy S3which also debuted in The latest trial kicked off March 31 with jury selection.

The following day featured opening arguments and testimony by Phil Schiller, Apple's head of marketing. Other witnesses who have testified include Greg Christie, an Apple engineer who invented the slide-to-unlock iPhone feature; Thomas Deniau, a France-based Apple engineer who helped develop the company's quick link technology; and Justin Denison, chief strategy officer of Samsung Telecommunications America.

Denison's testimony came via a deposition video.Everyone remembers Ellen Degeneres’ famous Oscar selfie in – it even bagged the most retweeted entertainment tweet in !

Samsung may lack in innovation, but right now, no one can beat Samsung in playing catch-up

(It’s still the most retweeted tweet of all time.) But what’s more ingenious than the selfie was the word-of-mouth marketing campaign behind that selfie, part of Samsung’s deftly orchestrated global marketing strategy. They also combined global marketing initiatives with a very niche approach to country markets, recognizing that the Samsung brand had different positions in various countries.

All in all, this focus on marketing and brand strategy is really a testament to Samsung’s leadership and executive vision. Samsung’s first serious, global push to enter the smartphone market and challenge Apple happened in , when the Samsung i was launched as the Samsung Galaxy.

This was the beginning of the long series of Galaxy phones, which has recently challenged the Apple iPhone’s popularity. Samsung has many types of operations overseas (design centers, R&D, sales & marketing), and those operations are either local or regional, with local offices being more sales-oriented and regional headquarters having more .

I worked at Samsung Global Strategy Group full-time (More than a year) Pros As others have stated, being content in Samsung GSG requires having realistic expectations about how your life will differ from working in a Western company.

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 .