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Pick a brand, especially which has recently been in a challenge to promote its brand in an international level due to its newnes - Essay Example

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Management Name Surname Educational Institution Table of Contents Table of Contents 1 Samsung 3 Steps Undertaken by Management 4 Brand Assessment Galaxy 6 Managerial Implications 8 Conclusion 10 Recommendation 11 Other Considerations 11 References 12 Samsung Samsung is a well known multinational company…
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Pick a brand, especially which has recently been in a challenge to promote its brand in an international level due to its newnes
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"Pick a brand, especially which has recently been in a challenge to promote its brand in an international level due to its newnes"

Download file to see previous pages The company entered smart phone market with Galaxy S (sub brand of Galaxy) to compete with market leaders, such as Apple. The company within next two years slowly expanded the product portfolio under Galaxy brand name. Product portfolio of Samsung Galaxy brand can be described in the following manner. Galaxy S Galaxy S 2 & S 3 Galaxy Note Galaxy Tab Galaxy Ace Galaxy Nexus Galaxy Tab Samsung Galaxy S series is complemented with Android operating system. In the initial phase the company implemented latest hardware technology to improve performance of the phone. The company promoted the product with triplet unique selling proposition: Multimedia phone with latest application Slim and trendy look (thickness of 9.91mm) Unique design with feeling of human touch Branding Assessment Consumer’s perception about the brand In recent years Samsung Galaxy shows strong brand association among customers. Customers believe the Galaxy brand has revamped the traditional image of Samsung by implementing unique design and technical application in the brand. Customers prefer to work on wide touch screen of Galaxy phones. Corporate Decisions The company has increased product line periodically after the first launch of Galaxy phone. The company takes help of above the line promotion to promote the brand. In the press release Galaxy brand emphasizes on product specification to attract customers. Corporate Activities Management of the company has taken decision to push the brand further and introduced low priced smart phones in the developing countries. (Source: Author’s Creation) Steps Undertaken by Management In the initial stage many critics pointed out that Galaxy would not be successful venture in a market dominated by Apple. Customers criticized Galaxy phones due to their caught in between nature (First model of Galaxy S was somewhere between tablet and smart phone due to its absurd size). Management has taken to steps to modify the phone by increasing screen size and application in their Galaxy S2 model. In the smart phone segment Apple was the leader and Samsung classified as new player in the segment. Customers accustomed with smart phone usage has raised question over display of the phone and rejected it. Management took the rejection as challenge and changed their research and development model to overcome initial problems. People have rejected initial models of Galaxy due to its unstable quad-core processor. Quad core processor of Galaxy was working slowly in comparison to Apple’s iPhone. The company has increased processor speed by increasing Ram memory in their next models. No one can deny that initial models of Galaxy smart phones were associated with cheap and plastic look and that is the main reason why people rejected initial models. The company is still working on that issue and with their all new metallic Galaxy S III they have somewhat sorted out the problem. Research & development team has designed new models with polycarbonate material to enhance the look of the product. iPhone users criticized Galaxy smart phone due to poor wireless connectivity and slow media file sharing while Galaxy has answered back critics with their modified models. In the initial stage people were confused about applicability of Samsung Galaxy smart phone, and the company has not tried sufficiently to clear out confusion in the mind of customers. Brand image of Apple as smart phone maker was already established when Samsung ...Download file to see next pagesRead More
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