Southern Taiwan University of TechnologyMarketing Management

CHAMBUU

BATTULGA

巴圖M997Z207

MARIE

NIKKI

MARTINEZ

馬妳琪M997Z208

SUDIANA

COLYN

許毓殷M997Z237

MARKO

MARINIC

馬可M997Z206

ANJA

GRGIC

安利敏 M997Z205

TRAN THI

THANH

LOAN

陳氏青鑾 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

4Anja Grgic

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

5Anja Grgic

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

6Marko Marinic

WEAKNESS Very dependent on advertisment Dependent on material resources Lack of their own well known software platform

risk of sight damaging (3D TV)

7Marko Marinic

OPPORTUNITIES Think of samsung brand before start shopping

Five key fields:◦ Capturing◦ Display ◦ Storage◦ Processing◦ Connectivity

SAMSUNG Future Life and Style

8Marko Marinic

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

9Marko Marinic

1970 : making cheap 12”TV sets under Sanyo labelmorphed into a technically innovative companyNo. 1 in the global memory chip marketpioneer in plasma TVs, multifunction cellphones, and other digital devices Mid 90‘s : primarily produced technical components or low-cost manufactured productsselling me-too consumer products through discount chains like Wal-Mart at very low prices

10Sudiana Colyn

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

11Sudiana Colyn

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

12Sudiana Colyn

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

Tehnical Tehnical Inovation and Inovation and R&DR&D

13Tran Thi Thanh Loan

Nearly 27,000 researches including 2400 PhDs – working in 17 research centers

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

14Tran Thi Thanh Loan

Samsung Electronics focuses on four areas

Semiconductor Digital media Telecommunication network

LCD digital appliance

NAND,flash memory, SRAM,SDRAM …

Television, computer Mp3, DVD players…

Desktop monitor, TFT-LCD, …

Fax machine, Mobile phone…

15Tran Thi Thanh Loan

Price Samsung is in the process of building an image as “a stylish, high quality brand commanding a premium price”

Samsung sells product with price that worthed, if we compared it with the functions, benefits and technology

PricePrice

16Tran Thi Thanh Loan

Effective action of marketing managers and market researchers of Samsung

Communicate Samsung brand around the World

Recognize the firm in the developed Markets

17Chambuu Battulga

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

18Chambuu Battulga

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 』

19Chambuu Battulga

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

20Marie Nikki Martinez

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

21Marie Nikki Martinez

New TechnologyInnovative ProductsCreative SolutionsMarket Oriented Enterprise

22Marie Nikki Martinez

Q&A?

Thank You for listening!