1. Maxim Staelens 1 BMO Portfolio English

2. TARGET AUDIENCE Very big target audience Global company  everybody knows them Lot of products Products: Smartphone’s, tablets, laptops: younger target audience Televisions, computers, camera’s: bit older target audience Household products: refrigerators, microwave ovens, vacuum cleaners: target audience that is older, people who live alone or together in a house!  So we can conclude that the target audience of Samsung is very extensive!

3. BRAND IMAGE Great quality  Consumers love products  Lot of products Samsung Galaxy S5  one of the best smartphone on the market! MUST-HAVE Expensive Good thing about Samsung  also lower prices smartphones

4. BRAND IMAGE Smart televisions, camera’s, laptop’s, tablets, notebooks, printers, refrigerators, vacuum cleaners, microwave ovens …  So we can conclude that Samsung has a nice brand image! The consumers love this brand!

5. NAME The Samsung Group Founded 1 March 1938 in South-Korea by Lee Byung-Chull One of the biggest electronics company in the world! Samsung means ‘three stars’ in the Korean language The Samsung Group are Samsung Electronics Responsible for the electronics Samsung Heavy Industries one of the greatest ship-builders in the world

6. POSITIONING > 58 countries > 208.000 employees worldwide Sales: $ 247,5 milliard (2011) Profit: $ 13,7 milliard (2011). In the top 100 with the strongest brands in the world!

7. POSITIONING Competitors: LG Group, SK Group, Sony Corporation, Siemens AG, Apple, Google, Windows, Android, Acer, Philips, Nokia, HTC, … Good stationed against their competitors Apple: only expensive products  Samsung: cheap and expensive products

8. PACKAGING Very modern packaging! Smartphones black, white and blue!

9. SLOGAN