Localization Strategies Of Samsung Electronics In China

An aftermath of global economic crisis still hits all around the world, but theeconomic growth rate of China has still maintained8%annually. Therefore,Chinese economy has been already considered as the centre of the world'seconomy. Besides, the development tendency of Chinese market is alsoworthwhile. Consequently, China has become G2which includes the USA andChina. Chinese market is continuously being caught the world's attentionaccording to the rapid growth of Chinese economy.Nowadays, Chinese market has become the biggest market of the world,thus, its frenetic pace of development is already not easy to overtake. And thereis fierce competition between imported products and local products in China.The purpose of this study is in order to figure out how Samsung is not able to fallbehind in Chinese market, and how to maintain its dominant position. This studyfound the way to maintain the dominant position of Samsung in the Chinesemarket by the information of Chinese consumer trends which were obtained bythe SWOT analysis and STP strategies research.In order to survive in the highly competitive Chinese market, Samsungshould shift the product strategy from sticking to high-end phones to strategiccombination of medium and low-end smart phones additionally extend its marketshare. Through the extension of limited selective products, more consumers willbe able to purchase their suitable Samsung products. At the same time, in order tomaintain market position of host brand, the high-end image, ensure thedifferentiation of its market position; price the products according to its marketposition.