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1. Target customers
2. Products:
a. Main products:
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:
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
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)
(http://fortune.com/2016/02/11/apple-iphone-ios-share/)
4. Promotion: