Strategic Management Sony Samsung
Strategic Management Sony Samsung
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Company Introduction Company Introduction
SAMSUNG SONY
Originating from South Korea, Samsung The corporation initiated in 1946, with the
Electronics is a multinational electronics and digital preliminary name of Tokyo Telecommunications
devices corporation, inaugurated in 1969. It is Engineering Corporation. It has developed and
widely acclaimed for its mobile phones, TV sets, launched a number of products, with some of its
and range of electronic devices. first-hand creations including portable stereo and
the Walkman.
Segments, Market Position, Competition: SAMSUNG
Position: Samsung has occupied top position for its televisions since the
year 2006. It has categorised as the bigger smartphone seller in 2019,
followed by Huawei. It was also the second-largest tablet seller in the world,
competing against Apple iPad.
Segmentation: Users are between 13 to 60 years of age. Both males and females are ardent buyers.
Urban and rural populations of 80 countries are Samsung-buyers. Psychographic segmentation
relates to ambitious, trendy side of customers. Students and professionals are more loyal customers.
People from middle to upper class prefer Samsung phones.
Competitors: Intel, Apple, Sony, Huawei for mobile phones and electronic products.
Segments, Market Position, Competition: SONY
Segmentation: The target social class is the middle class and the upper
class. The company follows a non-demographic segmentation.
Geographically, it targets the urban regions rather than rural, ranging from
small cities to huge metropolitan areas.
Competitors: Intel, Apple, Sony, Huawei for mobile phones and electronic products.
Porter’s Generic Strategies: Cost Focus and Differentiation
Focus
it spread globally.
Corporate Strategy Directions
Chang, S.J., 2011. Sony vs Samsung: The Inside Story of the Electronics Giants' Battle For Global Supremacy. John
Viardot, E., 2004. Successful marketing strategy for high-tech firms. Artech House.
Ferrell, O.C. and Hartline, M., 2012. Marketing strategy, text and cases. Nelson Education.
Kabeyi, M.J.B., 2018. Michael porter’s five competitive forces and generetic strategies, market segmentation
strategy and case study of competition in global smartphone manufacturing industry. IJAR, 4(10), pp.39-45.
Costello, H., 2017. Global virtual reality market forecast 2020 by major players such as sony, microsoft, facebook,