Abstract

Samsung is one of the worlds largest technology providers (Murat, 2000) that
creates a very unique technological advancement and marketing strategies that focuses
on different fields. This paper describes and analyzes the strategic marketing of
Samsung in the Philippines for the past five years. The marketing strategies of
Samsung have been critically analyzed through a qualitative research design and
interview was used as a method for data collection. The interview was conducted from 3
branches located in SM Molino and SM Dasmarias. Non-probability and purposive
sampling were employed in the study by choosing 3 skilled managers with an
experience of 3-5 years in the samsung store. The qualitative analysis of data was done
using the 3Cs : categorizing, coding and concept. Furthermore, the analysis of the
research questions that provided a framework for the study answered the different kinds
of marketing strategies, the kinds of marketing strategies used by Samsung from the
last five years and how the effectiveness of these are measured. Results showed that
product diversification, technological innovation and push and pull strategy are the
strategies in relation to the smartphone industry. Samsung built a team named Global
Marketing Team which was comprised of the Product, Marketing and the Regional
Strategy Team. The effectiveness of marketing strategies were measured through
evaluating the marketing mix variables called the 4Ps. However, for the future
researchers, the study recommends to find more means in evaluating the effectiveness
of these strategies by adding other variables like consumer behavior.

Keywords:

Samsung,

marketing

innovation, push and pull strategy

strategy, product

diversification,

technological