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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