In Korea, Samsung Haptic is the leading phone line beating out it's competitors such as LG (which goes by the name Cyon) and Motorola. The Samsung phone division a.k.a. Anycall set itself off from the other phones because of the image it created for itself. Using beliefs and learning, the image it had was the best quality phone that doesn't break easily. They made their phones well in the past, just like how Toyota built cars that lasted and now everyone sees and thinks that Toyota builds cars that last a long time even though their new cars may not last. The Haptic was just like any other Anycall phone. It had the image of a phone that doesn't break while offering the best quality in touch screen phones.
Samsung is also the world's largest electronics company. Using this fact, consumers believe that they will offer a better quality product then it's competitors.
Another way Samsung effects decision making is by the design on their phones as well as the price. Asian consumers care a lot about products that symbolize status. This gave birth to "Luxury" phones. In 2007, LG teamed up with Prada and released the "Prada" phone. It blew away Samsung's 1st Haptic phone even though the Haptic was far superior. Then Samsung started to change the design of their phone, and market to the younger crowd. With a sleek and sexy design, a stiff price tag and celebrity endorsements, the younger crowds ate it up. The next best phone. Samsung made it so that if you didn't have the new Haptic, you were unpopular/lame. It wasn't the older market that set the standards, but the young-middle aged market.
Samsung's efforts can be improved on the global market. The culture is different in the global market and social status isn't as important as in the Asian market. Also the Samsung Haptic isn't well known by consumers, thus they will go with the more popular
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