Samsung adopts tiger stance to beat Apple on its home turf in 2022
40 Samsung executives have reportedly gathered in Las Vegas for a meeting ahead of CES 2022, where the company’s future and its market position in the USA were the main topics of conversation. Roh Tae-moon revealed a battle plan for 2022, with the goal for Samsung to dominate the US market, narrow the gap between Apple, and achieve a record year.
The new strategy (via The Korea Herald) follows five points that (roughly) form the ‘TIGER’ acronym, which may or may not coincide with the fact that the Chinese calendar views 2022 as the Year of the Water Tiger.
Samsung’s top executives, including Han Jong-hee, Roh Tae-moon, and Park Hark-kyu, attended the meeting in Las Vegas. The latter is the COO of the new Samsung SET division that developed after the Consumer Electronics and Mobile & IT divisions merged last month.
Cue “Eye of the Tiger” music
Samsung’s ‘Tiger’ battle plan was reportedly showcased on video, with the sound of a tiger in the background to represent how serious the company is about this strategy. The battle plan includes the following main goals:
- Become the True No.1 brand in all product categories
- Improve the market share of premium phones priced $600 and up
- Narrow the Gap with Apple
- Expand horizontally with new products, including wireless earbuds
- Top a Record year and exceed expectations
The tiger is a magnificent wild cat, and coincidentally, the species was the focal point of a recent short documentary by Samsung and Discovery. Interestingly, it was shot in the jungles of India using only the Galaxy S21 Ultra, and it came out surprisingly well, demonstrating the flagship’s mobile photography prowess.
As for Samsung’s market position in the USA, the new foldable phones appear to have gotten more people on board with the brand. In Q3, Apple increased its market share by 3%, but Samsung narrowed the gap further with a 5% improvement YoY. Apple had a 42% market share in the USA in Q3, while Samsung owned 35%.
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