Southern Taiwan University of Technology Marketing 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 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 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 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 Inovation and R&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 Price 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 Technology  Innovative Products  Creative Solutions  Market Oriented Enterprise 22Marie Nikki Martinez

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