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					Southern Taiwan University of Technology
          Marketing Management
CHAMBUU    MARIE      SUDIANA    MARKO      ANJA       TRAN THI
BATTULGA   NIKKI      COLYN      MARINIC    GRGIC      THANH
巴圖         MARTINEZ   許毓殷        馬可         安利敏        LOAN
M997Z207   馬妳琪        M997Z237   M997Z206   M997Z205   陳氏青鑾
           M997Z208                                    M997Z215
   Background
   SWOT analyses
   Samsung´s Starting Step
   Several Shocks
   New Competitive and Marketing Strategies
   Tehnical Inovation and R&D
   Human Resources of Samsung
   Product
   Price
   Marketing Programs to Build the Samsung
   The Result
   At Present
   Vision
   1969
   the world largest electronics company
   2009 revenue - $117.4 billion
   2009 Net income - $8.33 billion
   Headquarters in Samsung Town, Seoul,
    South Korea
   Samsung group
   Affiliated companies
   Employees –164,600


                              Anja Grgic    4
   Samsung Electronics focuses on four areas:
-   Digital Media
-   Semiconductor
-   Telecommunication Network
-   LCD Digital Appliance
   Three key strengths
   Three strategic approaches in management
   New value
   Inspire the World, Create the Future
   Green Samsung


                                 Anja Grgic      5
                        STRENGTH
   40 years of experience on global market
   Ability to make and implement new major strategy
   R&D department(27000 researchers>24000 PHDs, 17
    centers around the globe)
   Close collaboration between samsung employees
   Strategic formation of designers and marketing
    experts around the major world capitals
   Stylish and cool design
   World awareness of Samsung brand
   Excelent promotion strategies
   High sale

                                   Marko Marinic       6
                    WEAKNESS
   Very dependent on advertisment
   Dependent on material resources
   Lack of their own well known software
    platform
   risk of sight damaging (3D TV)




                             Marko Marinic   7
                 OPPORTUNITIES
   Think of samsung brand before start
    shopping
   Five key fields:
    ◦   Capturing
    ◦   Display
    ◦   Storage
    ◦   Processing
    ◦   Connectivity
   SAMSUNG Future Life and Style


                             Marko Marinic   8
                    THREATS
   New global market shocks
   Material time delivery and cost
   Lack of electricity around the world
   Brand softening
   New technologies and designs from other
    competitors
   World too indebted to buy new products
    very frequently
   War – North Korea


                             Marko Marinic    9
1970 : making cheap 12‛TV sets under
Sanyo label
morphed into a technically innovative
company
No. 1 in the global memory chip market
pioneer in plasma TVs, multifunction
cellphones, and other digital devices
Mid 90‘s : primarily produced technical
components or low-cost manufactured
products
selling me-too consumer products through
discount chains like Wal-Mart at very
low prices

                        Sudiana Colyn      10
   The global memory chip market went
    into a tailspin
   Sales and profits of Samsung were
    softening
   Down-market image of Samsung brand
   The Asian Financial Crisis in 1997
   Samsung’s capital was almost
    completely eroded by losing 170
    billion won per month


                           Sudiana Colyn   11
   Focusing on the customer needs
   Developing and marketing technically
    superior products
   Building an image of Samsung as a
    stylish, high-quality brand
    commanding a premium price
   Using technical innovation and design
    to appeal to younger and relatively
    upscale customer segments around the
    world

                           Sudiana Colyn    12
Tehnical
Inovation and
R&D
      1998 : Samsung changed from focusing
     on production mechanism to Market
     mechanism
       2005: Spent $ 5 billion on R&D
       2009: Invested $ 4,3 billion to make
     the world largest memory chip



                       Tran Thi Thanh Loan    13
   Nearly 27,000 researches including 2400 PhDs –
    working in 17 research centers




   450 designers are assigned to 6 design centers
    in world capital cities


                             Tran Thi Thanh Loan     14
    Samsung Electronics focuses on four areas


                                         Telecommunication
  Semiconductor      Digital media            network
                                                                      LCD digital appliance




NAND,flash memory,   Television,         Fax machine,                    Desktop monitor,
SRAM,SDRAM …         computer Mp3, DVD   Mobile phone…                   TFT-LCD, …
                     players…




                                                Tran Thi Thanh Loan                      15
      Price
   Samsung sells product with price that
 worthed, if we compared it with the
 functions, benefits and technology
Price
    Samsung is in the process of building an
  image as ‚a stylish, high quality brand
  commanding a premium price”




                         Tran Thi Thanh Loan   16
   Effective action of marketing
    managers and market researchers of
    Samsung
   Communicate Samsung brand around
    the World
   Recognize the firm in the
    developed Markets

                        Chambuu Battulga   17
   To focus on its
    promotions-
    Samsung launched
    its first major
    brand-building
    advertising
    campaign in 2001
   Use new promotion
    steps- it has been
    principal sponsor
    of both the summer
    and winter
    Olympics game

                         Chambuu Battulga   18
   In 2005 the firm
    devoted nearly 15
    percent of its media
    budget to page topping
    banner ads on over 400
    Internet sites
   Provide links to
    mainstream
    entertainment products
    from partner company,
    such as Fox's
『Fantastic Four』

                             Chambuu Battulga   19
   Samsung’s Innovation and Marketing
    Strategy was a success
   Overtaken Sony as the most valuable
    consumer electronics brand
   In 2005:
   Sales: USD 56 Billion
   Operating income: USD 8 billion




                          Marie Nikki Martinez   20
 Samsung continues to respond
  with advanced technologies,
  competitive products, and
  constant innovation
 No. 1 in the US digital TV
  market for the 4th consecutive
  year


                   Marie Nikki Martinez   21
 New Technology
 Innovative Products
 Creative Solutions
 Market Oriented Enterprise




                 Marie Nikki Martinez   22
Q&A?
Thank You for
  listening!

				
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