4P Marketing Mix Strategy Samsung Galaxy Series A05 Smartphone Products

Authors

  • Olivia Yolanda National University
  • Rizki Nurul Nugraha National University

DOI:

https://doi.org/10.58812/wsis.v2i02.599

Keywords:

Marketing Mix, Product, Samsung, Smartphone, Strategy

Abstract

Technological developments and the push of the era of globalization are one of the main causes of transformation and development of sophisticated technology. Smartphones are one of the electronic products that humans need in their daily mobility, whose main function is as a communication tool and have various functional features such as sending messages, listening to music, browsing, taking photos or videos, and running software applications. Samsung is a brand that sells electronic products, one of which is smartphones. This research aims to review the 4P marketing mix strategy for the Samsung Galaxy Series A05 smartphone product. The research method used is descriptive qualitative with SWOC analysis. It can be concluded that the 4P marketing mix for the Samsung Galaxy Series A05 Smartphone product using the SWOC approach produces four alternative strategies, namely: SO; WO; SC; WC. Thus, the marketing mix for the Samsung Galaxy A05 seeks to position the Samsung Galaxy A05 as a competitive choice in the lower middle class by prioritizing a balance between feature performance and price. The Samsung company must maintain the quality of its products and brand image. Increasing innovative, varied, and consistent promotions. Then take advantage of affiliates and brand ambassadors who are known to potential consumers. Using a brand image that is already embedded in society, creates new trends to increase opportunities to compete. Then expand market share with the aim of attracting more consumers.

References

K. A. M. Juliani1, B. A. Harsojuwono, and I. K. Satriawan, “Strategi Pengembangan Usaha Minuman Barjaz Tea di Barjaz Company,” J. REKAYASA DAN Manaj. AGROINDUSTRI ISSN, vol. 5, no. 4, pp. 41–50, 2017.

D. Farahdiba, N. M. S. Mahirah, and P. A. N. Maengkom, “Factors Influencing Creative Employees: An Integration of Transformational Leadership Theory in The Case of Start-ups Employees in Indonesia.,” J. Manaj. Teor. dan Terap., vol. 15, no. 3, 2022.

G. G. Fuster and D. Kloza, The European Handbook for Teaching Privacy and Data Protection at Schools. biblio.ugent.be, 2016. [Online]. Available: https://biblio.ugent.be/publication/8738571

M. Neldi, “Analisis Strategi Pemasaran Pada PT Samsung,” J. Manaj. Pendidik. DAN ILMU Sos., vol. 1, no. 1, pp. 46–52, 2019.

D. H. Wibowo and S. Zainul Arifin, “Analisis strategi pemasaran untuk meningkatkan daya saing UMKM (Studi pada Batik Diajeng Solo),” J. Adm. Bisnis, vol. 29, no. 1, 2015.

A. Naim, “Consumer Behavior in Marketing Patterns, Types, Segmentation,” Eur. J. Econ. Financ. Bus. Dev., vol. 1, no. 1, pp. 1–18, 2023.

K. W. Samad, Y. Yendra, and I. S. M. Nur, “Pengaruh Social Media Marketing terhadap Keputusan Pembelian yang Dimediasi oleh Citra Merek Smartphone Samsung: Studi pada Mahasiswa Prodi Manajemen Universitas Yapis Papua,” in Prosiding Seminar Nasional Forum Manajemen Indonesia-e-ISSN 3026-4499, 2023, pp. 101–112.

P. Kotler, K. L. Keller, S. H. Ang, C. T. Tan, and S. M. Leong, Marketing management: an Asian perspective. Pearson London, 2018.

S. Assauri, Manajemen pemasaran: Dasar, konsep & strategi, Cet. 15. Jakarta: Rajawali Press, 2017.

P. Kotler, K. L. Keller, and A. Chernev, Marketing management, 16th ed. Pearson Education, 2021.

H. N. Utami and I. F. A. Firdaus, “Pengaruh bauran pemasaran terhadap perilaku online shopping: perspektif pemasaran agribisnis,” J. Ecodemica, vol. 2, no. 1, pp. 136–146, 2018.

P. Kotler and G. Armstrong, Prinsip-prinsip pemasaran, vol. 1, no. 2. Jilid, 2008.

F. Tjiptono and G. Chandra, Service, quality dan satisfaction, Ed. 4. Yogyakarta: Penerbit ANDI, 2016.

Y. Firdayanti and F. Oktafani, “Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Smartphone Iphone 12 Di Kota Bandung,” RELASI J. Ekon., vol. 19, no. 1, pp. 1–11, 2023.

L. Malihah, “Analisis Bauran Pemasaran Pada Home Industri Wadai Kelemben Desa Tambak Anyar Martapura Marketing Strategy Analysis On Home Industry Wadai Kelemben Tambak Anyar Village Martapura. 14,” 2023.

A. H. & S. D. Buchory, Manajemen Pemasaran, Edisi Pert. Bandung: Linda Karya, 2010.

R. Riki, H. Kremer, S. Suratman, V. A. A. Ciptoputra, and H. Hazriyanto, “EFEKTIVITAS PENGGUNAAN MEDIA SOSIAL DALAM PERANAN SEBAGAI SARANA KOMUNIKASI DAN PROMOSI PRODUK,” J. Cafe., vol. 4, no. 1, pp. 98–105, 2023.

P. Kotler and K. L. Keller, Marketing Management. Edition New Jersey: Pearson Pretice Hall, Inc, 2016.

D. M. Thoifur, E. R. Utari, D. L. Sinaga, and S. Sewaka, “Analisis Bibliometrik Terkait Viral Marketing,” J. Econ., vol. 1, no. 4, pp. 931–937, 2022, doi: 10.55681/economina.v1i4.200.

P. K. D. Putri, S. Adeni, and R. Zulfiningrum, “Aplikasi Riset Komunikasi Kuantitatif dan Kualitatif Bagi Mahasiswa,” ABDIMASKU J. Pengabdi. Masy., vol. 6, no. 1, pp. 86–91, 2023.

Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Edisi Revisi 27. Bandung: Alfabeta, 2022.

R. N. Nugraha and V. S. Achmad, “Strategi Komunikasi Pemasaran Wisata Kesenian Gudskul Ekosistem Gudskul Ecosystem Arts Tourism Marketing Communication Strategy,” J. Ilm. Wahana Pendidik., vol. 9, no. 10, pp. 544–546, 2023.

F. Braimah and A. Ohwona, “The ‘Locals’ and Local Government Bureaucracy: Implication on the Attainment of Developmental Goals in Nigeria,” Interdiscip. J. Rural Community Stud., vol. 3, no. 1, pp. 41–52, 2021, doi: 10.51986/ijrcs-2021.vol3.01.05.

H. Rochmadika and A. Parantika, “Strategi Bauran Pemasaran 7P Menggunakan Pendekatan Analisis SWOT dalam Upaya Meningkatkan Daya Saing Mangata Coffee & Eatery,” Media Wisata, vol. 21, no. 1, pp. 164–177, 2023.

A. Arifuddin, F. Alimudin, and D. Darmawansah, “Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Sepeda Motor Honda Beat,” Manaj. Dan Kewirausahaan, vol. 4, no. 1, pp. 41–52, 2023.

P. Kotler and G. Armstrong, Principles of marketing, 12th ed. Pearson/Prentice Hall, 2008.

R. N. Nugraha, R. A. Yudian, and A. Fadillah, “Strategi Bauran Promosi Untuk Meningkatkan Hunian Kamar di Hotel Reddoorz Dekat Botani Square Mall,” J. Daya Saing, vol. 9, no. 1, pp. 64–71, 2023.

Downloads

Published

2024-02-23

How to Cite

Yolanda, O., & Nugraha, R. N. (2024). 4P Marketing Mix Strategy Samsung Galaxy Series A05 Smartphone Products. West Science Interdisciplinary Studies, 2(02), 294–307. https://doi.org/10.58812/wsis.v2i02.599

Issue

Vol. 2 No. 02 (2024): West Science Interdisciplinary Studies

Section

Articles

License

Copyright (c) 2024 Olivia Yolanda, Rizki Nurul Nugraha

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.