Samsung

TOPIC

GLOBAL MARKETING ON SAMSUNG

What is Global marketing?

Global marketing is the process of adjusting a company's marketing

strategies to adapt to conditions in other countries

Contents of samsungIntroduction

Samsung Company logos

4 P’s of Samsung

SWOT analysis

SuggestionsConclusion

Introduction

Samsung Electronics was founded in 1969 in Suwon. -By LEE BYUNG CHUL South Korea as Samsung Electric Industries, originally manufacturing electronic appliances such as TVs, calculators, refrigerators, air conditioners and washers.

Contd….

In first quarter of 2012, Samsung became world’s largest mobile phone maker by unit sales, overtaking Nokia, which had been the market leader since 1998

In third quarter of 2012, it sold 98 million phones, of which 55 million were smartphones

Samsung logo

First logo was developed in the year 1958

2nd logo from the year 1979-1993

It was the present logo of Samsung from the year 1993

MISSION:“Inspire the World, Create the Future”

Lee Kun-Hee (Chairman & CEO)

Samsung in India Samsung Electronics commenced its operations in India in

December 1995 Two R&D centers in India- Delhi & Bangalore In 2010 achieved a sales turnover of $3.5 billion Market leader in LED TVs, LCD TVs, Slim TVs India’s largest mobile handset brand Leading in smart phone segment in India

Products

Smartphones Samsung developed its first lightest mobile in the year 1993 and

the model is SCH-R800 It was available in CDMA (Code Division Multiple Access) netwoks Developed smart phones with mp3 player towards the end of the

20th century Now they have 41.6% of smart phone market share in India

Contd…

Samsung wave S8500 & SI9000 Galaxy S launched launched in June 2010.

Planning to clinch 60% of smart phone market share in India by mid 2013

Plan to launch Samsung Galaxy S4 by March 2013 In India main competitor is Nokia The firm was recently named the worldwide

handset market leader with a market share of 29%

Units sold in million

Samsung Apple0

10

20

30

40

50

60 55

35

Q4-2012

PRODUCT

PROMOTION

Price

4P’s IN MARKETING

Place

PRODUCT

Samsung co at first producing samsung S 3500, SGH-250, GT-S7330 mobile phones

Later development in science & technology new product lunch samsung galaxy series, edge, smart watch.etc

Place

Europe Top 5 Innovators 2008

Rank

# of Records

Company Country of Origins

1 2753 SIEMENS GERMANY

2 2619 BOSCH GERMANY

3 1475 SAMSUNG ELECTRONICS

KOREA

4 1250 DAIMLER GERMANY

5 905 RENAULT FRANCE

These rankings comes from IP Solutions, part of Thomson Reuters : The world’s leading source of intelligent information for businesses and professionals.

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.

PLACE

Samsung sells product with a price that’s 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”

PRICE

Product placements

Sponsorships

Media

Advertising

Promotion

SWOT

Strength

Opportunities

Threats

weakness

SWOT Analysis

Strengths Existing knowledge and experience of

electronics market Strong global presence with strong

brand and customer base, in 2009 according to Interbrand Global value of Samsung’s brand is US$ 17,518 million compare to its competitor, Sony, which is US$ 11,953 million.

weakness Customer perception of weak product

attributes like Durability

Different perception on “worth the price” product on each person that difficult to cover.

Not pro-active coming out with unique and leading model

Focus on mass market instead of niche market

Opportunities Increasing on electronics consumer market Strong customer demand for innovative products

& value-added features High % of Younger population, which can be

expand a new market now and in the futurePopulation by Age and Sex, More Developed Countries: 2009

Threats Increasing competition

DRAM (Q1-2009)

Rank

Company Market Share

1 Samsung 34.3%

2 Hynix 21.6%

3 Micron Technology 14.6%

4 Elpida Memory 14.2%

5 Qimonda 4.8%

• Become leader of environmental initiatives to provide more environmental friendly electronic products

• Enhance their advertisement campaign to create greater brand awareness

suggestions

• 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

suggestions

• Improve After Sales Service because satisfaction helps in retaining customers

• Make their R&D more efficient

suggestions

Conclusion The conclusions drawn from

the SWOT analysis were that Samsung’s strengths carry more weight than its weaknesses. If Samsung can properly exploited opportunities that exist, it will navigate the threats with no significant difficulties.