Study On The Marketing Strarategy Of Samsung Mobile Phone To The Vietnamese Market

The global market share of Samsung Electronics is declining with the pursuit of Chinese companies such as Huawei and Xiaomi.Even recently,the world smartphone market is growing slowly,but Huawei and Xiaomi are growing steadily.Samsung Electronics ranked first in China's market share in 2013,but it has shown less than 1%market share in the past five years.Even if the market share is the first,Samsung Electronis can't assure to maintain the position.In order to restore the world market share,Samsung Electronics needs to expand its marketing.But the problem with Samsung Electronics is that it is at a disadvantage in the price of smartphones compare to Chinenes companies,which occupy the market at a low price.Therefore,it is very difficult to maintain price competitiveness if a lot of marketing costs are used to restore the market and the rate of return is reduced.Samsung Electronics should reduce marketing costs,and find an effective market,active strategy.In this case,Samsung Electronics intends to study the market strategy of effective marketing in terms of market share and growth momentum.At present,one of the eligible markets is Vietnam,which needs to be actively explored.Firstly,in the analysis process of Vietnam's macro environment,PEST analysis method is mainly used to analyze the political,economic,social and technological environment of the market.Based on the analysis of the internal and external environment of Samsung Electronics,the SWOT framework is analyzed,and the advantages,disadvantages,opportunities and threats of Samsung Electronics are analyzed in depth,so as to provide sufficient theoretical basis for the formulation of strategies.According to the future strategies,we should formulate commodity,price,circulation and promotion strategies,and study the security schemes of finance,technology,personnel and public relations.