Samsung’s Success and Challenges: Focus on the Chinese and Southeast Asian Market
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Samsung has dominated the global smartphone market, and has had particular success in China and Southeast Asia. Samsung Galaxy was the top selling phone in 2012 after entering China in 2009. After only three years on the Chinese market, Samsung’s market share marked its top point. In this study we examine the Samsung Galaxy’s success in China. We also discuss the current position of Samsung in the Southeast Asian market which is considered to be a large potential market of mid- to low-priced handsets. The Samsung Galaxy’s four success factors in the Chinese market are analyzed along with the challenges and the company’s strategy in the mid and low smartphone markets of Southeast Asia. Through this case study, we provide practical implications and suggestions for global companies that seek successful entry into these markets.
Abstract
Samsung has dominated the global smartphone market, and has had particular success in China and Southeast Asia. Samsung Galaxy was the top selling phone in 2012 after entering China in 2009. After only three years on the Chinese market, Samsung’s market share marked its top point. In this study we examine the Samsung Galaxy’s success in China. We also discuss the current position of Samsung in the Southeast Asian market which is considered to be a large potential market of mid- to low-priced handsets. The Samsung Galaxy’s four success factors in the Chinese market are analyzed along with the challenges and the company’s strategy in the mid and low smartphone markets of Southeast Asia. Through this case study, we provide practical implications and suggestions for global companies that seek successful entry into these markets.
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