Southern Taiwan University of Technology
Marketing Management
CHAMBUU
MARIE
SUDIANA
MARKO
ANJA
TRAN THI
BATTULGA
NIKKI
COLYN
MARINIC
GRGIC
THANH
巴圖
MARTINEZ
許毓殷
馬可
安利敏
M997Z207
馬妳琪
M997Z237
M997Z206
M997Z205
LOAN
陳氏青鑾
M997Z208
M997Z215
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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
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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
Anja Grgic
4
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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
Anja Grgic
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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
Marko Marinic
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WEAKNESS
Very dependent on advertisment
Dependent on material resources
Lack of their own well known software
platform
risk of sight damaging (3D TV)
Marko Marinic
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OPPORTUNITIES
Think of samsung brand before start
shopping
Five key fields:
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Capturing
Display
Storage
Processing
Connectivity
SAMSUNG Future Life and Style
Marko Marinic
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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
Marko Marinic
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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
Sudiana Colyn
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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
Sudiana Colyn
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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
Sudiana Colyn
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Tehnical
Inovation and
R&D
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
Tran Thi Thanh Loan
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Nearly 27,000 researches including 2400 PhDs –
working in 17 research centers
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450 designers are assigned to 6 design centers
in world capital cities
Tran Thi Thanh Loan
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Samsung Electronics focuses on four areas
Semiconductor
NAND,flash memory,
SRAM,SDRAM …
Digital media
Television,
computer Mp3, DVD
players…
Telecommunication
network
Fax machine,
Mobile phone…
Tran Thi Thanh Loan
LCD digital appliance
Desktop monitor,
TFT-LCD, …
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Price
Samsung sells product with price that
worthed, if we compared it with the
functions, benefits and technology
Price
Samsung
is in the process of building an
image as “a stylish, high quality brand
commanding a premium price”
Tran Thi Thanh Loan
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Effective action of marketing
managers and market researchers of
Samsung
Communicate Samsung brand around
the World
Recognize the firm in the
developed Markets
Chambuu Battulga
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To focus on its
promotionsSamsung 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
Chambuu Battulga
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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』
Chambuu Battulga
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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
Marie Nikki Martinez
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 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
Marie Nikki Martinez
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 New
Technology
 Innovative Products
 Creative Solutions
 Market Oriented Enterprise
Marie Nikki Martinez
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Q&A?
Thank You for
listening!