Brien S.
For years Samsung has been known for it's innovation of its products and the ability to lead in the electronics race against its rivals. Though it borrows from almost all aspects of competitive advantage marketing, it's main focus is to serve customers worldwide with an unique experience of its devices, primarily its mobile phones and tablets, such as the Samsung Galaxy. Samsung's plan is to make the device available for everyone, at a much less expensive price than its competitors. However, a cheaper price is not the only driving factor that Samsung uses to market its product.
With the arrival of the Galaxy S4, Samsung has shown a clear sustainable competitive advantage by making its device unique by being able to use both the front and rear cameras when shooting photos or videos, or even when making a call. Its hardware is superior to its biggest rival, the iPhone, ranging from better battery life, to a better screen display.
Samsung went to great lengths to create a device that will market to people who "want to do a lot of stuff" with their phones while having fun in the process. The company has also successfully dominated the mobile race by investing heavily into its marketing campaign. However, this has seemed to work to their favor. In 2012, Samsung spent over $400 million to market its products in the US alone, and had successfully become the biggest phone manufacturer in the world, overtaking the company Nokia in the process. With this kind of marketing strategy, the competition will fear Samsung's marketing campaign, rather than the device itself.
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