MARKETING MANAGEMENT

ANDRIL JERISH S

HISTORY – SAMSUNG GROUP1938 – Founded

Exporter of dried fish, vegetables, and fruitsFlour mill and confectionery machines

1950’s Economic StabilizationKorean War - Samsung lost all assetsAimed to help rebuild Korean economy; entered the manufacturing industry (sugar,fabrics)Became a leader in modern business practices (recruiting from outside)

1960’s Expansion of Key Industries1969 – Samsung electronics (TVs, calculators, refrigerators, air conditioners )

1988-Established – 60 products Semiconductor such as DRAM , SD RAM, flash

memory and hard drives, digital displays such as LCD displays, plasma displays and OLED displays , home electronics such as TVs, DVD players, Blu-ray players, home cinema systems, set-top boxes and projectors, mobile devices such as mobile phones, MP3 players, digital cameras and camcorders, computing products such as monitors, laptops, UMPCs, CD and DVD Drives, laser printers and fax machines and home appliances such as refrigerators, washing machines, microwaves, ovens, vacuum cleaners and air conditioners.

Today, Samsung brand is the best known South Korean brand in the world . Business week rated Samsung as 21st on the Top 100 Best Global Brands 2008. Samsung overtook

Japanese rival Sony as the world's leading consumer electronics brand.

history

In 2015, Samsung has been granted more U.S. patents than any other company - including IBM, Google, Sony, Microsoft and Apple.

2016 - announced it will be working with Microsoft to develop devices based on Windows 10, where the companies will work together to develop products that will run on the platform, as well as integrate with other companies developing hardware and services on Microsoft's OS.

STRUCTURE:

Digital Media

Semiconductors

Information &

Communications

Home Appliances

Samsung

PRODUCT

PROMOTION

Price

4P’s IN MARKETING

Place

In 1970, Samsung Electronics made cheap 12-inch television sets under Sanyo label.

Now, capturing the number one position in the global memory chip market and pioneering the development of flat-screen displays, plasma TVs, multifunction cellphones, and other digital devices.

Product

Semiconductors : DRAM, SDRAM, flash memory, and hard drivesDigital displays : LCD displays, Plasma displays, and OLED displaysHome Electronics : TVs, DVD players, Blu-ray players, home cinema systems, set-top boxes, and projectorsMobile devices : mobile phones, MP3 players, digital cameras, and camcordersComputing products : monitors, laptops, UMPCs, CD and DVD drives, laser printers, and faxes machine; andHome appliances : refrigerators, washing machines, microwaves, ovens, vacuum cleaners, and air conditioners.

Product

Samsung invested a lot of money in research and development, in order to meet what customers needs and wants.Samsung spent about 9% of revenue, in research and development.

product

“design awakeness all your senses”.

Samsung has its own stores which can be found around the world. Not only in Asia , but also in America, Europe, Australia and Africa.

Samsung has its stores located & also its service center at places where it is closes to the customer reach.

At the stores, we not only can buy the product that sold, but also feel the experience of digital lifestyle.

In India after covering the urban market Samsung is now ready to tap the urban market.

PLACE

1997 – Noida, uttar pradesh.2007 – Sriperumbudar, tamilnadu

Samsung sells product with a price that’s worth, if we compare it with the functions,

benefits and technology.

Samsung is in the process of building an image as “a stylish, high quality brand

commanding a premium price”

PRICE

Product placements

Sponsorships

Media

Advertising

Promotion

Sales and Revenues

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Swot Analysis

Strength

1. Samsung has become a world known brand.

2. well diversified and different product line to meet changing customer needs.

3.Design with an attractive styling of products.

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Swot Analysis (Cont’...)

Weakness

1.Average prices of product seem to be a low quality products.

2.Not proactive introducing a new product.

3.Differences between cultural and language and lead the group into conflicts.

4.Heavily investing into development of newer markets and not focusing on any one of core competencies.

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Swot Analysis (Cont’...)

Opportunities

1. Product variation by producing unique products and exciting products with variety.

2. Open more stores more, more customer.

3. Launch creative products with new technology. Innovative products and creative solution.

4. Offer additional services to retain existing customers and attract new one.

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Swot Analysis (Cont’...)

Threats

1. Legal war between Samsung and it’s competitors such as Apple.

2. Technology changes rapidly.