Year: 2024 | Month: August | Volume: 11 | Issue: 8 | Pages: 527-536
DOI: https://doi.org/10.52403/ijrr.20240855
Samsung Smartphone Global Marketing Strategy and Dynamics: Literature Review
Risky Rahmawati Pinardi1, Gabelas Makmur Simamora2, Agus Putra3, Ahmad Nuh4
1,2,3,4Student of Management Science Doctoral Program, Postgraduate Program, Jakarta State University
Corresponding Author: Risky Rahmawati Pinardi
ABSTRACT
Samsung holds a significant share of the global smartphone market. In recent years, Samsung has consistently been among the top 2 smartphone manufacturers, competing closely with big players such as Apple, Xiaomi, Oppo, Vivo and others. In 2022, Samsung controls 20% of the smartphone market share, behind Apple which controls the largest share at 39%. Not only does Samsung have an internal strategy, but South Korea helps Samsung with various supports so that its products can be successful, and the benefits of its success greatly influence South Korea's economic growth. Therefore, the aim of this research is to look at the global marketing strategy and dynamics of Samsung Smartphones. The design of this research is a literature review. Search for articles on Google Scholar and ProQuest with keywords based on Samsung's global marketing strategy and dynamics. 85 articles were found in the 2013-2023 period, then screening was carried out and 10 relevant articles were found to be discussed and analyzed. The results of this research found that the support factors from the South Korean Government, Provision of Raw Materials, Production and Manufacturing, Distribution and Logistics, Marketing and Sales, Maintenance and Support for Customers make Samsung a leader in the global smartphone industry.
Keywords: Samsung Smartphone, Global Value Chain, Marketing, Global Marketing Dynamics
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