Reference no: EM133285344

Case - Samsung is one of the international firms that are successful in identifying changes, reacting to them, and giving appropriate solutions in today's quickly expanding globe. It was founded in 1938 and is now one of the world's most valuable brands, delivering a wide range of electrical devices. Samsung is the largest chaebol (large industrial conglomerate) in South Korea, with multiple related businesses, the majority of which are grouped under the Samsung brand. It has the eighth-greatest worldwide brand value as of 2020. Lee Byung-Chul launched Samsung as a commercial company in 1938. The company expanded into food processing, textiles, insurance, securities, and retail during the next three decades.

In the late 1960s, Samsung entered the electronics business. Samsung has a diverse product portfolio and a presence in a variety of product categories. The Samsung Smartphones, such as the Samsung Note series and the Samsung Galaxy series, is the brand image drivers for Samsung. It may not be easy for new competitors to enter the market. Samsung manufactures a wide range of consumer and industrial electronics, including appliances, digital media devices, semiconductors, memory chips, and integrated systems, among other things. It has become one of the most well-known names in the technology industry, accounting for almost a quarter of South Korea's total exports. Samsung employs a variety of marketing techniques and strategies to draw clients to the brand and encourage them to purchase its products.

Samsung Marketing Strategies as a result, the company's marketing plan is effective, allowing it to expand and advance in a variety of ways. To promote their devices, Samsung has teamed up with celebrities. Through this relationship, celebrities were able to promote their phones and other businesses across a variety of social media platforms. Collaborations with A-list celebrities can guarantee a rise in brand exposure due to their large fan base. They have worked with several well-known celebrities, including BTS, BLACKPINK, Huma Qureshi, etc. Samsung's success in digital marketing can be attributed to its adept use of social currency to achieve corporate results. Customers' level of engagement with a brand, as well as their readiness to share knowledge with others, is characterised as social currency. By extending its social media presence, Samsung has done its best to provide customers and brand loyalists with the chance to share their Samsung experience with those in their circle of friends and family members. Brands like Samsung must speak to the interests and concerns of the many segments of the population that their products target. This means they have social profiles on all the major social networks. Samsung has done a commendable job on the same and is well represented on all major social media sites, including Facebook, Twitter, YouTube, and Instagram. Through its specialised social media pages, Samsung has very attentive and committed customer care teams available Samsung has positioned itself to be a community-oriented brand influencing audiences worldwide by introducing various marketing campaigns. Along with a promising marketing strategy, Samsung also does a great job in promoting its products and appealing their audience with exceptional marketing campaigns. Recently during Pride Month, the brand celebrated with the community displaying with pride the importance of diversity and how Samsung stands as an ally for the LGBTQ++ community on its Social Media handles.

Question - According to the case study, Samsung has done a commendable job on the same and is well represented on all major social media sites, including Facebook, Twitter, YouTube, and Instagram. Analyse this statement and critically discuss Samsung's social media strategy.