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Customer value - Essay Example

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Introduction and historical background of Samsung “Enlightened marketing calls for building long term consumer loyalty and relationships by continually improving the value consumers receive from the firm’s market offering,” (Kotler & Armstrong, 619)…
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Customer value
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Customer value

Download file to see previous pages... The main points discussed in the paper will be summed up in the conclusion. Samsung Electronics is based in South Korea and it specialises in manufacturing and distributing a wide range of consumer electronic products. The company was founded in 1938 and it has been involved in business of manufacturing electronic products for quite a long time. The company also has many affiliates as well as subsidiaries that operate under its brand name. According to the company’s 2012 annual report, Samsung is the world’s largest mobile phone manufacturer as indicated by the unit sales of the products. The smart phones offered by the company are by far the best compared to other products offered by rival competitors. Currently, the company operates in more than 200 countries across the globe and it has its own retail stores as well as subsidiaries that distribute its products to different customers across the whole world. Organizational objectives The main objective of Samsung Company is to offer products that are of superior value to the customers. The company is guided by a simple philosophy, “strong values and high ethical standards that inform our work every day. In everything we do, we strive to help people live better lives” (Samsung). ...
The other objective of Samsung is to maintain market leadership and to increase market share through creating loyalty among the customers across the globe. The company also aims to invest in people as well as distribution systems with a long term view of building a strong customer base (Samsung). Product and brand portfolio Samsung offers a wide range of electronic products that include the following: IT and mobile communication technology, printers, televisions, radios, DVDs, CDs, health and medical equipment, washing machines, stoves, fridges, computers, home theatres, cameras, memory devices among other products. According to its Annual Report 2012, Samsung Electronics is the global leader in the mobile communication technology. Its Galaxy phone has given it a competitive advantage over other players in this field. The company has managed to attract millions of customers across the globe and it is also performing well in the area of televisions. Basically, the brand portfolio of Samsung Electronics is comprised of different state-of-the-art products that are valued by many customers. The brand name is very powerful and it is regarded as one of the best especially in mobile communication. Pricing strategies Attracting and retaining customers can be a difficult task given that they have a wide choice to make from the products offered in the market. In most cases, a customer buys from the firm that offers the highest customer perceived value especially on the basis of evaluating the difference between all benefits and costs of a market offering compared to those of competing products. The aspect of price of the product has a ...Download file to see next pagesRead More
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This document saved me today. I liked the structure. It was very useful for my marketing course.
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