Phrase 2:

Having discussed the differences between two markets- Vietnam and

USA, it is time to compare the marketing tactics in them.
We focus on analyzing their target customers and marketing mix.

1. Target customers

Elements Vietnam USA

Age 18-35 15-25; 26-50
Social class Middle to high Low-end to middle
Occupation Mobile- Normal cellular
Photographers customers
Students Works that demand
Artists taking note,
Travelers multitasking
Gamers Businessmen
Young businessmen Professionals

Lifestyle Trendy Tech savvy
Driven by modern Demand using phone
fashion and trends as a part of their daily
Highly value social life
connectivity Quality-conscious
Use phone to define and quality-focused
and express Stress on
themselves convenience,
activities and work-
related
Due to disparity between the countries, Samsung focus on 2 groups
in America rather than only 1 group in Vietnam. In America, wider
range of people can afford Samsung phones, therefore there are 2
targeted groups who have different characteristics that they need to
care about: the youth- potential customers that Samsung finds
needing more attention and adults from which the main earnings from
smartphone come.
In Vietnam, they target young adults who have ability to buy their
products and lives are driven by trends. Social connect is an integral
part of their lives as they use them to define themselves and create
networks while American residents want their phones to be smart
enough to do their jobs, make their work easier, and help them boost
productivity and monitor daily activities. This affects profoundly
marketing tactics used to attract people.
In short, although Samsung target youths in both nations,
Vietnamese adolescent and young adults are already in love with the
brand while the American millennialsrequire more effort and
attention.

2. Products:

a. Main products:

At first glance, it seems the same regarding the products in 2

nations
However, if taking more deliberate consideration, we can
recognize several different points. ( We only mention about
smartphone)

Main products Vietnam USA

Galaxy S S7 edge and S8 S3, S4 (mini and
normal), S5, S6
edge, S&, S8
 Galaxy Note Only galaxy note 5 2,3,4 ,5
Others Galaxy A 3,5,7,9 Amp Prime
Galaxy J1,3,5,7 J1, J3, J5, J7
Prime and Mini Mega
Alpha
Grand Prime
Core Prime
.

Clearly, the range of products is much wider in USA. As the

target customer in Vietnam is trend-followers, Samsung will cut
down selling of the old version phones and only focus on the
newest. Therefore, there are limited version and models of
smartphones in Vietnam.
In contrast, American uses phone as a part of their daily lives,
and somes might stick to the phone that they are most familiar
with.
In addition to that, comparing the same version in 2 countries,
America are able to make more choices about ROM ( 32G and
64G, 16G), one sim or dual sims, which not happen in Vietnam.

b. Features
The products are quite the same. They only change some
particular features and stress on difference features when
marketing.

Vietnam USA
Order of Style/ Color > Camera > Helpfulness/ Unique features/
importance Phone performance Multitasking > Quality >
Camera
Special No. Everything is standard Yes.
features Normal phone
Wireless Charging Capability
Apps Free apps ( galaxy apps) Clouds, Sync ( smart switch)
Clouds, But also, Health, Support
Sync with other device and service on phone, pay ( make
sharing your phone become a wallet),
Find mobile kid apps

The American require more from Samsung, they need their phone to
be helpful in their daily lives. Therefore Samsung offers distinguished
features for them. Addition to apps in Vietnam, the complement apps
are likely about paying, fitness and health, assisting them to taking
care children, The order of importance is illustrated by the way
they advertising and placing the information. For example,
Vietnamese people dont appreciate Samsung pen as much as the
American, thus Samsung always mentions their unique noting
capability of their phones and how convenience they are for office
while in Vietnam, the advertise highlights how elegant the phone
looks and good pictures taken by the phone.
Moreover, it requires heavier and serious concern on quality in US.
Not only does it demand intense checking products but also demand
a great service went according- a Live Service integrated in buyers
phones.

c. Quality
Product quality has 2 dimensions: level and consistency. In
developing a product, the marketer must decide the quality level
that will support the products positioning.
Overall, in term of product, Samsung has earned trust from their
customers because of the way the Samsung products have
performed currently and in the past ( using 6 sigma quality
management methods, root-cause analysis and continuous
improvement in safety). They have set the high level of quality
and prove their consistency in delivering good products. Yet,
 Samsung Vietnam and Samsung US differ slightly in this aspect
too.
Every component of Samsung smartphone are examined and
tested thoroughly before exported to America as US has strict
standard on quality and import regulations.

d. Support Services:

Support service is one of the extreme crucial factors in creating

positive customers brand experience that a company should
enhance in order to augment their actual products.
The similarities between 2 nations are that Samsung provides
24/7 support on the phone and scatter repairs and service
centers all over the countries.
Concerning differences, there are only maintenance and repairs
service along with 24-7 support, while in America, support
service gets to the next level. Customers are able to find the
nearest and most suitable store for them by the app or in
Samsung US website. Skills workshop are held to give support
on make use most of Samsung products, they even offer
Samsung training in selected locations. And they build a social
community for customers to join and free to ask questions.

3. Price

Vietnam USA
Higher price with new Less higher price with new
products products than VN
Skimming pricing Skimming pricing
Competitive pricing
Certified pre owner
Discount for pioneer adapters
 Psychological Pricing Psychological pricing

Pricing is one of the most important factors that determine the

company profitability and market share. Making the right choice of
pricing strategy is difficult, but deciding the variation on pricing
strategy when doing global business is even harder.
Comparing the way Samsung sets price between Vietnam and
US, we realize that new Samsung smartphone in Vietnam has
higher price than those in US. While the older version price is
pushed much lower in Vietnam than that in US.

Vietnam US
Note 5 -32 Gb Apx $549 Apx 696.99-739.99 (
( 12,490,000 vnd) depend on carriers)
S7 egde-32Gb Apx $813 $669.99-$679.99
(18,490,000 vnd)

The phone model family is one of the factors determining price, in

contrast Vietnamese care more about the trend and the newest
products, therefore, family model doesnt play an important role in
pricing.
This proves Samsung using completely skimming price in Vietnam
while in US they use focus more on competitive pricing. Skimming
price means the company sets high initial price for their new products
to skim revenues layer by layer from the market as they reducing the
price when inventing new products or when the products being
familiar to customers, and there are products of competitors that
functioning the same. And competitive pricing is setting the price of a
product or service based on what the competition is charging

They apply skimming pricing in Vietnam because Samsung

dominates Vietnam smartphone market share - they left Apple
quite far behind in the market share battle, while the adverse
happens in US.

(http://fortune.com/2016/02/11/apple-iphone-ios-share/)

According Q&Me research:

 Samsung is known as a great brand but it is not greater than Apple
for smartphone in US since American people are loyal to Apple as
they are a part of their culture. On the other hand, most Vietnamese
people feel more comfortable using Android smartphone than IOs
and favor experiencing high quality camera. Besides, there is
competition US carriers.
Psychological pricing applies in both nations, however discount
programs are different. In US, people are familiar with Certified pre
owner product- which is a term describing a product that is returned
and then fixed and inspected by the company to assure it is perfect
as a new product. A certified pre-owner product includes normal
warrantee and full accessories- a good programs for low-income US
residents to buy Samsung products as well as products bundling
method. But in Vietnam, people rarely know about it, instead, they
enjoy discount for pioneer adapters programs- which is an effective
method for attracting the Vietnamese tech-savvy.

4. Promotion:

Samsung uses multiple forms of promotions. Samsung as a company

believes in pulling the customer to themselves through advertising but
at the same time uses strong tactics to push the products to the
customer through sales promotions.

Thus on one hand, Samsung uses various marketing vehicles across

the year covering festive season as well as non festive time. On the
other hand, it gives many offers and discounts to its trade partners to
motivate them to sell Samsung above competition.

Vdu vi ci v sponsor ca Samsung cc event ( event marketing)

vn v m. c bit u dung point of purchases ( miu t)

Tuy nhin c s khc nhau v cch qung co, hnh thc

qung co, hnh thc sale promotion
 VN: dung nhieu influencers, sdung nhieu phng tin social
media nh fb, campaign trn kenh social media. , sdung
celebrity endorsement, to cu chuyn v tnh yu ca my
a ni ting, thy c kiu sang trng vs chp nh p, bt
cc khonh khc blab la
m th thg l cho vo phim, kiu spot placement trong cc
series ca Netflix, v bn m hay xem phim series, m th
tm xem phim no, t ngh l ghp vo cnh vic lm nhiu
( ko nh lm n c c u y l vy)
V sale promotion th
Vdu nh s8 ra, samsung m sdung kiu bundle, t trc thng
S8 c free free Gear VR hoc 1 ci j na . C 2 ci chn

N m vn th ci gear cha c bit nhiu, ng ta gim gi thi.