Ch. 14 - Marketing Channels and Retailing

Hennes & Mauritz  (H&M) is a Swedish multinational retail clothing company, known for its fast-fashion clothing for men, women, teenagers and children. The full company name Hennes & Mauritz was re-branded to H&M to simplify worldwide perception of the brand. The company owns the two-letter domain hm.com. The domain was registered in the early 1990s, but data on the first registration is lost. In 1998 Hennes & Mauritz was able to buy the domain hm.com from a company called A1 in a non-published domain transaction.

My experience visiting H&M was quite interesting since it was located in the area that I worked. H&M creates sustainable fashion for all, always at the best price. The collections include everything from dazzling party collections to essential basics and functional sportswear for women, men, teenagers and children, and for every season or occasion. In addition to clothes, shoes, bags, jewelry, make up and underwear there is also H&M Home. Customers will always find their clothing needs in h&m.  H&M is divided into 2 sections of male and female. The inside of the store is very much clean and modern looking. The purpose of this is to create the image that by wearing H&M clothes you have a very clean but unique look. H and M does a good Job in that they market equally to males and females. I have been to many different h&ms around the city and they all have the same essence as soon as you walk in. They make sure their products are top shelf and  they even give big promotions throughout the seasons. The prices are definitely affordable and their presentation is something truly unique and modern.

Ch. 6 - Consumer Decision Making

Consumer Decision Making is a process by which consumers identify their needs, collect information, evaluate alternatives, and make the purchase decision. These actions are determined by psychological and economical factors, and are influenced by environmental factors such as cultural, group, and social values. Firms must know how to go about marketing to consumers. Cell phone marketers are well aware of the factors that affect consumer decision making when purchasing mobile phones. Important factors that take into account not only aspects like speed, connectivity, and special features, but psychological characteristics like personality, lifestyle, and brand loyalty. This awareness is exemplified in mobile phone advertisements and commercials, which tend to emphasize style and emotion, showing just how a phone could improve a consumer's lifestyle. 

Samsung Electronics spends majority of their budget on advertisement (as seen above) on television, radio, newspaper, magazine and so on. Consumer research helps to drive advertising efforts, informing companies of what their customers want before they even know they want it. By exploring personality factors in branding, Samsung has seen higher levels of success with its new line of smartphones. Their experience shows how exploring psychological factors of branding has huge pay-off potentials for companies selling cell phones. Samsung's commercials suggest that the level of competence and sophistication Apple users are waiting for has already arrived, and that by switching to Samsung, they don't need to wait to reach that level of sophistication.

Ch. 5 - Developing a Global Vision

Samsung Electronic's vision for the new decade is, "Inspire the World, Create the Future." It is called "Vision 2020". This new vision reflects Samsung Electronics’ commitment to inspiring its communities by leveraging Samsung's three key strengths: “New Technology,” “Innovative Products,” and “Creative Solutions.” It is also promoting new value for Samsung's core networks which are the industry, partners, and employees. Through these efforts, Samsung hopes to contribute to a better world and a richer experience for all. As part of this vision, Samsung has mapped out a specific plan of reaching $400 billion in revenue and becoming one of the world’s top five brands by 2020. Samsung has also established three strategic approaches in its management: creativity, partnership, and talent. While Samsung  builds on from previous accomplishments, they look forward to exploring new territories, including health, medicine, and biotechnology. Samsung is committed to being a creative leader in new markets and becoming a truly No. 1 business going forward.

Ch. 4 - The Marketing Environment

Samsung puts great effort into their products and services so marketing them has to be greater. The electronic market is the biggest market Samsung has. The greatest thing about Samsung is that it is a risk taker. They are not afraid of trying new things. They have a habit of killing the failures and pushing the successes. This basically means that they don't let disappointments bring them down. They get knocked down and come back 10 times stronger. For example, Samsung didn't succeed the first time it entered the smartphone market but that didn't stop them from trying again. Their mindset is what sets them apart from any other company. Samsung is driven by an unyielding passion for excellence and commitment to develop the best products and services on the market.