samsung presentation on international marketing

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DESIGN THAT PERFORMS

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SOEveryone’s invited toSAMSUNG

DIGITall passion

ABOUT THE COMPANY HISTORY

The Samsung Group was founded in 1938 by Lee Byung-chul (1910-1987).It was incorporated in 1951 as Samsung Corporation. The meaning of the Korean word Samsung is "Tri-Star" or "three stars".Samsung Electronics was founded in 1969 in Suwon City South Korea as Samsung Electric Industries originally manufacturing electronic appliances such as TVs, calculators, refrigerators, air conditioners and washers.

CORE VALUESIn everything we do, we strive to help people live better lives.VISSION AND MISSION

SAMSUNG is dedicated to developing innovative technologies and efficient processes that create new markets, enrich people's lives, and continue to make Samsung a digital leader.

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KEY BUSINESS AREASCONSUMER ELECTRONICS TELEVISION & LCD TV’s MOBILE PHONES MP3 & AUDIO/VIDEO CAMERAS & CAMCORDERS HOME APPLIANCES INFORMATION TECHNOLOGY LASER PRINTER & MULTIFUNCTIONS SEMICONDUCTORS

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MANAGEMENT

Mr. Doh-Seok Choi has been Samsung's president since 2001 and the company's chief financial officer since 1999.

Chairman: Lee Kun - hee

HeadquartersSeocho Samsung Town, Seoul, South Korea

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FEW COMPETITORS OF SAMSUNG

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MARKET ANALYSIS

GLOBAL MARKET SHARE GAIN OF SAMSUNG

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MARKET SHARES OF SAMSUNG IN CONSUMER ELECTRONICS

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SAMSUNG GLOBAL REPRESENTATIVE MAP

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DISTRIBUTION NETWORK OF SAMSUNG

Factory

Regional distributing center

Branch warehouse

Direct dealer Modern retail/Exclusive stores &Samsung digital plazas

Distributor

Sub - Dealer

Consumer/Customer

Original equipment manufacturer/vendor or supplier

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WHAT IS MARKETING ?

Marketing deals with identifying and meeting human and social needs profitably.

WHAT IS INTERNATIONAL MARKETING ?

International Marketing deals with identifying and meeting human and social needs globally & profitably or we can say reaching the international market and peoples to expand the brand identity.

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INTERNATIONAL MARKETING STRATEGIES

OF SAMSUNG PRODUCT LIFE CYCLE OF SAMSUNG MOBILES

Introduction

Growth Maturity Decline

Beat 450

UltraTouch wizOmnia

Next Is What?

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PRODUCT LIFE CYCLE 2 OF SAMSUNG TV

Introduction

Growth Maturity Decline

Introduction

Growth

Maturity

Flat Television

Ultra Slim Fit TV

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INTERNATIONAL MARKETING STRATEGIES OF SAMSUNG

STP APPROACH OF SAMSUNGSEGMENTIN

GSegmenting is the process of dividing the market into segment based on customer characteristics & needs.

Segmenting consist of: 1. Geographic segmentation 2. Demographic segmentation 3. Psychographic segmentation

TARGETINGTargeting is the process of focusing on a

particular market with a particular product .LOCAL MARKET

TEIR 1 CITIESTEIR 2 CITIES

NICHE MARKET

POSITIONING “Digital technology leader”

• In 1990 group chairman , Kun-Hee Lee(Lee), initiated transformation from a low-end OEM into a world-class electronics company and now Samsung came to be perceived as a company with exciting product portfolio.

• TOP Olympic Sponsor for the 2008 Beijing Olympics and Olympic Partner for the 2008 Olympic Torch Relay. Manavjit Singh Sandhu was its Olympic Brand Ambassador and launched the program 'Spread the Olympic Flame'

POSITIONING “Digital technology leader”

APPOINTS OLYMPIC GOLD MEDALIST ABHINAV BINDRA AS BRAND AMBASSADOR FOR ITS CONSUMER ELECTRONICS BUSINESS

APPOINTS AAMIR KHAN AS ITS BRAND AMBASSADOR FOR MOBILE PHONES

New, spunky, tagline - 'Next is What ?'. It is being used in all of 'Samsung Mobiles' communication material.

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FINANCIAL PERFORMANCE OF SAMSUNG

2007 Financial Overview

AMOUNTS IN BILLIONS

WON DOLLARS EUROS

Net Sales* 161,847.4 174.2 127.2

Total Assets 284,165.5 302.9 205.7

Total Liabilities 180,833.2 192.7 130.9

Total Stockholder's Equity

103,332.3 110.1 74.8

Net Income* 12,873.7 13.9 10.1

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CONCLUSIONS

INITIATIVES TAKEN BY SAMSUNG TO PROMOTE CSR

Making CFC gas free compressors.

Making the home appliances 5 star rated.

Launching freshtech refrigerators in the market. Launching televisions with easy view technology.

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FUTURE PLANS OF SAMSUNG

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GROUP MEMBERS

GURPREET SINGH VIRK(35) ABHIROOP SUR(04) MANISH SHARMA(53) RAHUL SAXENA(73) ROHAN SACHDEVA(77) SHOBHIT SINGH(88)

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BIBLIOGRAPHY

WWW.Samsung.com WWW.wikipedia.com WWW.Marketsurvey&facts.com Marketing Management By :Philip Kotler International Marketing