Samsung Distribution Channel

Samsung market strategy in chinawargon Nowadays, mainland Chinas communication industry is fathering rapidly, and China has call on the biggest sprightly rally market all over the human race. There are many international renowned smooth hollo manufactures and local anaesthetic producers in this market and these companies are competing fiercely in Chinas liquid recall industry. It is known that, in 1999, when the house servant sprightly ear mobilize brands entered the mobile cry market, few people had expected that the domesticated mobile phone brands would survive in this market.However, with the passage of time, the local brands made great development and their total market share surpassed that of the international mobile phone giants including Nokia and Motorola. In 2001, the market share of domestic mobile phone was 15% in 2002, the rate was more than 30% and in 2003, the market share rose to more than 50%, which was a historical breakthrough for the domestic bran ds. However, since 2004, the delimit of China-made mobile phones has become negative.As the competition in this market gets fiercer, go forthside(prenominal) mobile phone manufactures are consistently developing new brands and modify their distribution personal credit lines, and the domestic brands have lost the once-owned channel advantages. Because of several(prenominal) problems of domestic mobile phone industry, the market share rate has dropped dramatically, and about of the domestic mobile phone companies have suffered great losses. What was worse, some domestic mobile phone enterprisingnesss much(prenominal) as PANDA, EASTCOM, and SHOUXIN were so badly defeated that they were out of the Chinese mobile phone market.In this market with fierce competition, Samsunga Korean mobile phone brand has developed quickly in recent years and nonstoply won the first place in market share. As one of the adult males top iii major mobile phone manufacturers and the Korea phone lea der, Samsung mobile phones harvesting concept is trend-leading technology. Its brand development strategy is to pull in the best products in the world. Samsung has created many number ones, such as the worlds first mobile phone that has a rotating screenSGH-V200, the worlds first MP3 phone, the worlds first TV phone, regulate phone and the worlds first CDMA/GSM dual-mode mobile phone.Samsung mobile phone is taking the high-end product strategy, which is different from Nokia and Motorola. In the high-end electronics market, Samsung is always the first to launch a variety of superior products and it always makes high profits by virtue of time advantage. In China in the year 2008, Samsung introduced 20 models of mobile phones, of which the appearance, the function and the quality are designed with advanced concepts, progressive technologies and world-class standard.Samsung mobile phones are always popular in China and the other countries all over the world. The success of the Sam sung mobile phone enterprise in China lies in its unique industry background and original strengths, and the company also benefits from research and development and the marketing strategies which are congenial with the environment. merchandise strategy is the marketing logic whereby the company hopes to achieve its marketing objectives, which embarrasss special strategies for target markets, positioning, the marketing mix and marketing expenditure levels. formerly the overall competitive marketing strategy is set, the company is ready to puzzle planning the details of the market flux, one of the major concepts in neo marketing. The Marketing Mix consists of many variables that the company should do to increase its product demand. These variables are known as the 4Ps product, charge, onward motion and place (distribution). The reasonable Marketing Mix could help the company to establish strong positioning in the target markets. Based on the understanding of the importance o f 4Ps Marketing Mix and its impact on Chinas mobile phone industry, this written report is divided into five chapters.Chapter one is the introduction. It briefly introduces the research background and its academic and practical implications. Chapter two is the thorough psychoanalysis of current domestic mobile phone market. After the introduction to Chinas mobile phone development history, this chapter mainly analyzes the internal and external environment of Chinas mobile phone industry by virtue of the SWOT summary Method. Though the analysis, it is known that domestic mobile phones have some advantages, such as the cost advantage, localization advantage and fast market response advantage.The weaknesses of the domestic mobile phones are that the core technologies are weak, mobile phone qualities are not guaranteed, there is serious product homogenization and most of the domestic mobile phone enterprises are on a weeny scale. It is certain that the local mobile phone industry h as many opportunities for its development, which include the sound economic conditions, the support from the government, the coming of 3G era and the coming of phone replacement rush. However, domestic mobile phone companies do face some threats, such as the threats from copycat mobile phones and the international mobile phones fierce competition.Chapter three is the introduction to Samsung mobile phone and the analysis of its in(predicate) marketing strategies in China. In this chapter, it is known that Samsungs successful marketing strategies could mainly be expressed by the variables in its Marketing Mix. In product, Samsung is always focusing on producing high quality products to seduce strong brand image and enhance the brand value, offering perfect tense after sale services to own good reputation, found continuous product innovation to maintain brand image and brand vim and supplying distinctive and fashionable designs to maintain brand differences.In price, Samsung has efficaciously assessed the value and the quality of its digital electronic products, the importance of the products unique, stylish design and knows that the consumers are willing to pay high price for such products, and therefore it adopted the skim pricing strategy. In channel strategies, Samsung has always insisted on national agents, and it has prudently selected the national agents to do its distribution. In terms of the promotion strategies, Samsung always focuses on unifying advertising agencies and launching a series of effective advertising campaigns.Two of its excellent promotion strategies are launching a variety of sports sponsorship, focusing on surpassing TOP Program and making use of entertainment activities to enhance fashion marketing, which proved to be qui te effective. Chapter four concluded some implications to the local mobile phone industry. It is suggested that, in terms of the product, the domestic manufactures should master and develop core technologies, en rich the product line and produce more high-end products. Besides, the mobi