6 competition
Samsung is a major player in the electronics industry and competes with many companies in the
market. Some of Samsung’s competitors include Apple, Xiaomi, Vivo, Oppo, Huawei, Asus, Sony, LG.
Among these competitors, Apple is the biggest rival of Samsung .
However, Samsung still maintains its position as the global leader in the smartphone market with a
market share of around 20% 1. The company has also diversified into other areas such as
automobiles, chemicals, consumer electronics, electronic components, medical equipment and
semiconductors
7 usp
To maintain its position as a leader in the technology industry, Samsung has implemented many
effective marketing strategies .
Samsung has introduced many unique marketing strategies to differentiate itself and attract
customers. One of these strategies is creating product experience exhibitions. Samsung Showcase is a
prime example of this strategy. The exhibition allows customers to experience all of Samsung’s latest
breakthrough technologies across various product categories including Mobile Devices, Audio-Visual,
Home Appliances, and other unique products that have never been seen before in the market
8 culture
Samsung's culture focuses on achieving high levels of technological innovation with regard to
human resource development strategies. A company's organizational culture includes the
customs, core values and traditions adopted and expected in the behaviors of employees
within the group's divisions and regional offices for the electricity market consumer
electronics, device solutions and mobile information and communications
9
Samsung Company is a South Korean multinational corporation, specializing in the
production of electronic products, mobile phones, tablets and other products. The company
was founded in 1938 by Lee Byung-chul in Daegu, South Korea. Samsung has grown to
become one of the leaders in the electronics industry and now ranks in the top 10 brands
globally
