Distribution Channel Research of Samsung

Distribution Channel Research of Samsung Electronics America

Table of Contents

Company Description 1

Samsung 1

Samsung Electronics America 2

Structure of SEA 2

Product Lines 3

Business Vision and Mission 5

Marketing Strategy 5

Product Strategy 5

Pricing Strategy 7

Promotion Strategy 8

Distribution Strategy 9

Opportunity Identification 13

Alternatives and Evaluation 14

Alternative 1: Establish Direct Sales Channel Online 14

Specification 14

Justifications 14

Disadvantages 15

Alternative 2: Fully apply “Experience Shops” in Brick-and-Mortar Retailers 15

Specification 15

Justifications 16

Disadvantages 17

Alternative 3: Establish One-Brand Brick-and-Mortar Retailer Store 17

Specification 17

Justifications 18

Disadvantages 18

Conclusion 19

Appendix 20

Appendix 1. Global Smartphone Market 20

Appendix 2. May 2013 U.S. Smartphone Subscriber Market Share 20

Reference 21

Company Description

Samsung

Samsung is a South Korean multinational conglomerate company founded in 1938 nearby Taegu city and headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated profit businesses, most of them united under the Samsung brand. Notable Samsung industrial subsidiaries include Samsung Electronics, Samsung Heavy Industries, Samsung Tech win: weapons technology and optoelectronics, and Samsung Engineering and Samsung C&T. Other notable subsidiaries include Samsung Life Insurance, Samsung Ever land: the oldest theme park in South Korea and Cheil Worldwide. Samsung produces around a fifth of South Korea’s total exports and its revenues are larger than many countries’ GDP, and it has a powerful influence on South Korea’s economic development, politics, media and culture (Samsung's History, 2013).

Samsung Electronics

Samsung Electronics Industries first got established in 1969 as Samsung-Sanyo Electric, renamed Samsung Electro-Mechanics in March 1975 and merged with Samsung...