hen it comes to the product mix of Samsung, their strongest point is the product portfolio. Their assortment is very diverse. Its wide product range covers all the types of consumer electronics and home utilizations. Samsung has built up a certain trust with its products, as a result of their performances during the past years, especially when it comes to Samsung smart phones. The disadvantage of their wide product range is that they have to compete with brands who are specialized in certain products. For example, Samsung produces camera’s, but so does Canon. Canon is focused on producing camera’s and therefor better in their offer than Samsung.
When it comes to price, Samsung uses different pricing strategies because of their various product range. Skimming pricing is applied to Samsung’s smart phones, because this is Samsung’s core competence. Once a model has aged or any competitor has launched a comparable product, Samsung immediately drops the price. Competitive pricing is applied to products other than smart phones, so also to their portable phone charger. This is also related to the fact that Samsung has to compete with competitors who are more specialized in their product, which is mentioned before.

Samsung works with channel marketing when it comes to place. There are three segments: Sales and service dealers, Modern Retail and Distributors. The last is the most outstanding. In several cities, Samsung has just one distributor who takes care of the rest of the area. Because Samsung is a worldwide operating company, this is a very practical solution. It saves time, money and it provides a more clear overview.