Positioning Statement  Samsung embodies style and technology for the young professional, with its cutting edge design and superior connectivity features. Samsung's positioning statement is one that asserts its differentiation from other mobile phone providers. In the local market where myriad choices abound, Samsung's sleek exterior design, accompanied by its selection of soft and hard features, render it an optimal purchase for the young, technologically updated professional.

Samsung tries to cover whole mobile and smartphone market and is now one of the leading mobile companies of the world. Today company’s product lineup includes almost any possible smartphone or mobile. Thereby the current positioning of Samsung Mobile is to be a market leader in whole mobile and smartphone market. Samsung came up with new ideas to be more customer-focused and creative in order to establish a strong brand image in the global market.  Their main focus is to make handsets with the most amazing and unique designs in order to meet their customers expectation.

Samsung has long counted on its marketing and hardware prowess to attract customers seeking an alternative to Apple's iPhone. When Samsung needs to churn out a hit, it turns to what it's always done best: hardware. Samsung has long been at the forefront of the mobile market when it comes to the technology crammed into the devices. Its phones tend to use the fastest processors and brightest screens, as well as incorporate novel, high-tech features such as curved displays seen in S6.                     

Samsung prefers to use different taglines for their different products. This year Samsung launched S6 with "Six Appeal" as the tagline. 

Galaxy S6 stands out for it’s high end technologies used and features. This promo link of S6 shows all the product attributes, values and benefits which makes it one of the most competitive leading brands .                                           

There are critics of Samsung who argue that its success is mostly due to copying and then tweaking the innovations of others like Apple, Sony HTC, etc. Even if it’s true Samsung is still leading among the fierce competitors and some people say Samsung has managed to bring the heat over iphone6 (biggest rival). 

 This video shows how strong both the brands are and still Samsung manages to bring the heat over iphone6! 

Point of parity: The constant innovation and high end technologies for the features and designs. 

Point of differentiation: Samsung tires to give humanized and better personal experience, customer insight product and innovative technology. Recently we have seen Samsung has launched Galaxy S6 with a curved screen which is a completely new concept. 

Samsung leads 3rd among the top 10 innovative companies. 

Samsung is going from strength to strength and has been ranked 7th 'Best Global Brand' in the 2014, Interbrand report.

Improvements- Overall the performance of this brand seems to be very impressive. Samsung should focus more on the specifications and the hardware rather than the outlook design so that consumers don’t get the chance to switch brands in the long run. 

Reference: 

http://www.androidauthority.com/samsung-loses-market-share-to-apple-in-korea-581761/

http://www.theverge.com/2015/2/4/7976149/samsung-galaxy-s6-rumors-metal-curved-edge

https://www.academia.edu/6393045/Samsung_electronics_market_and_analysis

http://www.slideshare.net/DivyabalaThirumaran/brand-study-on-samsung-electronics

http://www.forbes.com/sites/haydnshaughnessy/2013/03/07/why-is-samsung-such-an-innovative-company/