Samsung

Slogan of Samsung:

INTRODUCTION: Samsung Electronics Co., Ltd is aSouth Korean multinationalelectronicscompany headquartered inSuwon, South Korea. It is the flagshipsubsidiaryof theSamsung Groupand has been theworld's largest information technology companyby revenues since 2009. Samsung Electronics hasassembly plantsand sales networks in 88 countries and employs around 370,000 people. For 2012 the CEO is Kwon Oh-Hyun.

The word Samsung in Korean istri-star Samsung has long beena major manufacturer of electronic components

such aslithium-ion batteries,semiconductors,chips,flash memoryandhard drivedevices for clients such asApple,Sony,HTCandNokia.

Samsung Group formed several electronics-related divisions, such as Samsung Electronics Devices Co., Samsung Electro-Mechanics Co., Samsung Corning Co., and Samsung Semiconductor & Telecommunications Co., and grouped them together under Samsung Electronics Co., Ltd. in 1980s. SAMSUNGs aim is to develop innovative technologies and efficient processes that create new markets, enrich peoples lives and continue to make Samsung a trusted market leader.

In recent years, the company has diversified into consumer electronics.It is the world's largest manufacturer ofmobile phonesandsmartphonesfueled by the popularity of its Samsung Galaxyline of devices. The company is also a major vendor oftablet computers, particularly itsAndroid-poweredSamsung Galaxy Tabcollection,and is generally regarded as pioneering thetabletmarket through theSamsung Galaxy Note family of devices.Today, Samsung Electronics globalpresence includes a total of 111 East and African Subsidiaries in the form of production subsidiaries, sales subsidiaries, distribution subsidiaries, research laboratories and eight overseas business divisions representing North America, Europe, China, Southeast Asia, Southwest Asia, Central and South America, CIS, the Middle. Through innovative, reliable products and services; talented people; a responsible approach to business and global citizenship; and collaboration with partners and customers, Samsung is taking the world in imaginative new direction.

History: Samsung Electronics was founded in 1969 in Suwon, South Korea as Samsung Electric Industries, originally manufacturing electronic appliances such as TVs, calculators, refrigerators, air conditioners and washers. By 1981, the company had manufactured over 10 million black and white TVs. In 1988, it merged with Samsung Semiconductor & Communications. Samsung Electronics is the global market leader in more than 60 products, including semiconductors such as DRAM,SD RAM, flash memory and hard drives, digital displays such as LCD displays, plasma displays and OLED displays , home electronics such as TVs, DVD players, Blu-ray players, home cinema systems, set-top boxes and projectors, mobile devices such as mobile phones, MP3 players, digital cameras and camcorders, computing products such as monitors, laptops, UMPCs, CD and DVD Drives, laser printers and fax machines and home appliances such as refrigerators, washing machines, microwaves, ovens, vacuum cleaners and air conditioners In 2005, Samsung surpassed Japanese rival Sony for the first time to be rated as the new leading and most popular consumer electronics brand in the world by Inter brand. In 2007, Samsung Electronics' handset division overtook American rival Motorola , making it the world's second-largest mobile phone maker. At the end of 2007, Samsung Electronics exceeded the $100 billion mark in annual sales for the first time in its history. This achievement places the company, along with Siemens of Germany, IBM of the U.S. and Hewlett-Packard of the U.S., among the world's top three companies in the electric appliances and electronics industry. Samsung brand is the best known South Korean brand in the world in 2008. Business week rated Samsung as 21st on the Top 100 Best Global Brands 2008.Historical Information:

1938s: Samsung early Stages 1994: Birth of Samsungs global power

1970s:Industrial and electronic diversification 1997: Beyond the digital technologys border.

1970s end_1980: Samsung entry in the global market 2000-today: digital era cutting edge.

Beginning of 1990: A competitive company in a changing technological world

Samsung philosophy and goalsSamsung follows a simple business philosophy: to devote its talent and technology to creating superior products and services that contribute to a better global society. To achieve this, Samsung sets a high value on its people and technologies Create the best services and productsAnd contribute to societyOn the basis of Human resources and technologies Contribute for common interests and a rich life Perform the mission statement by a member of the community

Companys Objectives Create the products and services that give customers the best satisfaction Retain the 1st position in the world in the same line of business

Companys Objectives (inner goals) Make the extension of human resource development and technical superiority with management principles Increase the synergy effect of the whole management system through human resources and technologies

Core Elements of Management

GOALTo inspire the world with innovative technologies, products and designs that enriches peoples lives and contributes to a socially responsible, sustainable future

MISSIONVISION

Inspire the World,Create the Future

Mission Statement: Strong desire of growth and constant innovation. Creating, providing and maintaining high quality products Providing a new innovative and potential revealing experience to customers.

Industry scope: Electronic and high technology industry Building industry and civil engineering industry Education, health, hospitality.

Products and Application Scope: Especially mobile phones market. Electronic products market. Semi-Conductors Market.

Market Segment Scope: Young people. Professional. New geek people.

Vertical Scope: Conceptions. Retailers (mobile operators or electronic & household equipment) Its own stores.

Core competencies:Significant skills and key knowledge that represent a source of competitive advantage. Technical (conception+ Technical assistance) Innovation Creation. In Operating Commercial.

Application in the wide variety of markets: Mobile Phone Operator. Electronic Products (television, DVD lectors) High quality Products (tablets, laptops)

Difficult for competitors to imitate: High differential products. 7 year know how. Obligopy Position.

Geographic: Almost all over the world.

A long-term view: Slogan: inspire the world, create the future. Always creating and innovating to suit the environment. Both modern/high technology and suitable products.

Short, memorable, distinctive Brand: 1 name, easily pronounceable in every language. Repetition of the S sound and simple logo. Specific/original design (outside and inside the products)

Product

PricePlacePromotion4 Ps in Marketing

PRODUCT:In 1970, Samsung Electronics made cheap 12-inch television sets under Sanyo label.Now, capturing the number one position in the global memory chip market and pioneering the development of flat-screen displays, plasma TVs, multifunction cellphones, and other digital devices. Semiconductors : DRAM, SDRAM, flash memory, and hard drives Digital displays : LCD displays, Plasma displays, and OLED displays Home Electronics : TVs, DVD players, Blu-ray players, home cinema systems, set-top boxes, and projectors Mobile devices : mobile phones, MP3 players, digital cameras, and camcorders Computing products : monitors, laptops, UMPCs, CD and DVD drives, laser printers, and faxes machine; and Home appliances : refrigerators, washing machines, microwaves, ovens, vacuum cleaners, and air conditioners.

Samsung invested a lot of money in research and development, in order to meet what customers needs and wants.Samsung spent about 9% of revenue, amounting to around $5billion, in 2005 in research and development

Range of Products:

PLACE: Samsung has its own stores which can be found around the world. Not only in Asia , but also in America, Europe, Australia and Africa. Samsung has its stores located & also its service center at places where it is closes to the customer reach. At the stores, we not only can buy the product that sold, but also feel the experience of digital lifestyle.

Samsungs market place

PRICE: Samsung sells product with a price thats worth, if we compare it with the functions, benefits and technology. Samsung is in the process of building an image as a stylish, high quality brand commanding a premium price

Selling of galaxy phones till 2012

Product PlacementsMedia advertisingPROMOTION

Sponsorships

Product placements: Hotel chains (such as Hilton), where most in-room technology was now dated and required early replacement to retain competitive advantage. Their products are also been used in various movies which is also been used as a marketing base. Also their giving away their products at various sports event as gift for the players.Sponsorships: The Summer and Winter olympics games Chelsea FC shirt sponsorship deal Horse jumping (Samsung Superleague).

Olympic sponsorship Volume till 2012

SWOT ANALYSISThe acronym of SWOT means strengths, weakness, opportunities and threats.The strengths and weakness refers to the internal environment.The opportunities and threats refers to the external environment.

StrengthsStrength can be defined as an area where a company is best at doing something or a feature that puts the company to an advantage of opportunities and escape threats which the external environment presentsSamsung enjoys the wider range of products portfolio which includes: Mobile phones Tablets T.V/Audio/Video,Camera,Camcorder Home appliances. Pcs Laptops, Peripherals. Well diversified and differentiated product line to meet changing customers need to meet changing customer need. Samsung electronics has four business areas to cover customer electronic needs. Brand value through multiple sponsorships. Practice the good leadership theories. High market share that continues to grow (mobile phones, memory chips) Design with an attractive styling that interests the customer as a result of the development of Samsungs new products that involve them of product designers.

Samsung STRENGTH as turnaround statergy: R&D (investing on scientific talents) INNOVATION (new digital technology) CUSTOMIZATION (new products every year) NEW ALLOCATION of MARKET RESOURCES (M-NET)What is Samsung competitive advantage? Technological driven products. Strong Infrastructure. High investment for R&D. Wide range of products. High Brand Value Higher economic Scale and Economic scope. Horizontal and Vertical integration (i.e Samsung own stores, SRAM for their own mobile phones) Samsung is a large buyer and can use that towards their advantage. Higher yield than competitors. R&D facility located at one single site. Untraditional human resources practices based on meritocracy not on seniority Attractive pay bonuses and incentives. Financially strong, large resources at disposal.

Weakness:A weakness is defined as an area of organization where organization is not as good at doing something as its competitors or a thing which organization lacks thus putting the organization at disadvantage in comparison to its competitors Average prices of goods seem to be a low quality products. Not proactive in introducing a new products. Not user friendly. Differences between culture and language which leads the groups into conflicts. Insufficient software or talent engineer to create their own software. Heavily investing into development of newer markets and not focusing on any one of core competencies.

Opportunities:Galaxy issue scale

Opportunity:An opportunity can be defined as a change in external environment which if properly exploited with the organizational strengths will result in enhanced sales market share or income. Product variations by introducing unique products and existing products with variety. Introduce user friendly mobile phones at affordable price. They could launch sub brands to the company. Open more stores which will lead to more customers. Offer additional services to retain existing customers and to attract new ones. Plan to make the air conditional product category unique and best.

Threats:Threat:Threat can be defined as a change in external environment which if not met with proper strategies will result in loss of revenues market share or income. Threats are uncontrollable. Low cost competitors in china. Legal war between Samsung and its competitors such as Apple Apple and Samsung are involved in ongoing copyright disputes in 10 countries as competition in the smart phone and tablet sector grows even more intense. If the injunction of Samsung smart phone could not be lifted, it may create a certain impact on Samsungs earning.

Competitors:

Samsung is facing threats from many other low cost companies in China while Samsung was busy competing with others.Huawei a company which focus on low cost products; is now a leader in fixed line networks, mobile telecommunicationsnetwork and budget smart phones.

Vizio Lcd tv supplier that overtook the premiumbrands in five years to become the North American market leader in large-format t.vs.

In 2012 apple temporarily managed to stop the sale of Samsung Galaxy Tab 10.1in all of Europe and now apple is going after the whole Samsung product line.

Market shares of SamsungRecommendations: They should become leader of environmental initiatives to provide more environmental friendly electronic products They should enhance their advertisement campaign to create greater brand awareness As a Corporate Social Responsibility Samsung needs to enhance their brand image by indulging in more social causes because a good corporate not only takes from people but also returns to them Improve After Sales Service because satisfaction helps in retaining customers Make their R&D more efficient

Bibliography:http://www.slideshare.net/ramtinreza/samsung-swot-analysishttp://en.wikipedia.org/wiki/Samsunghttp://www.samsung.com/pk/aboutsamsung/samsung/valuesphilosophy.htmlhttp://www.samsung.com/pk/aboutsamsung/samsung/history.htmlhttp://www.samsung.com/pk/aboutsamsung/samsungelectronics/vision2020.htmlhttp://www.samsung.com/pk/aboutsamsung/samsungelectronics/history.htmlhttp://www.slideshare.net/LoHauchecorne/marketing-samsung-case-studyhttp://www.slideshare.net/SudhirSinghRajput/sam-sung-presentation

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