Samsung's secret sauce

Samsung's global acceptance and popularity isn't accidental. The company has put in place a deliberate marketing plan to ensure its culturally acceptable in every country it considers a viable market.

It would be easy to simply attribute the massive rise in Samsung’s popularity to it’s equally massive spend on marketing. It has been estimated that Samsung spent around $11.5 billion in 2012 on advertising, promotions and other activities. This is more than Apple, HP, Dell, Microsoft and Coca Cola combined. But it can be argued that no matter how much Samsung spent, it would not have had the results it has, if it hadn’t been for fundamental cultural changes in how people view a company’s and their technology’s country of origin. Samsung has benefited both from its current place in the history of these changes and also its direct manipulation of how its products are culturally perceived.



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