Samsung AT A GLANCE

8/14/2019 Samsung AT A GLANCE

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SAMSUNG THE MAKING OF GLOBAL

PR ES EN TED B Y:-

NIKHI L DI XI TPR EETI KA A ROR APALLA VI S IN GHNEER AJ K UMA R


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SWOT

ANALYSIS


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STR ENG THSStrong marketing efforts which

appreciated brand value of 200%.

Only non- Japanese brand from Asia to

be lifted in the top 100 brand value byInterbred Inc. & ranked 34th.

3rd in the global cell phone market after

Motorola & Nokia.World leader in the memory chip

market.


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It is also the world leader in around 17product category.

Back support as to covered the groupsdebt through personal stock worth 2.8trillion won.

In the late 90s research labs wereestablished in Tok o & California.


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OPPO RTUNIT YSamsung Elec. Developed the worlds first

giga bit DRAM and can expand more andmore.

Samsung established its commercialvehicles plant.

In the year 95, due to lack of new products& unfavorable exchange rate between thedollar and yen, SONY ran into problems.

Following various quality initiatives such asSix Sigma; for manufacturing followingAssembly manufacturing through optimal


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How would describe, current positioning of

Samsun .

Acc. to the case data we can say

That after SONY, they have the potentialto be the No.2 brand globally.

It has the brand value of $8.1 billion andwas ranked 34th.

Analyst says that both (Sony &

Samsung) needed each other for theirsurvival.


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Samsungs

Brand building


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Samsungs Brand building

BRAND INCLUDES

NAME

LOGO

DESIGN

TERM

SYMBOL


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1. LOGO OF SAMSUNG

SHAPE (ELLIPTICAL)

(REPRESENT MOVING

WORLD)

BACK GROUND COLOUR

(REPRESENT STABILITY,

RELIABILITY)

LANGUAGE (ENGLISH)


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2. MAIN FOCUS AREA

QUALITY

GLOBALIZATION

MULTIFACTED INTREGRATION

3. RESTRUCTURE PROCESS TO IMPROVE

BRAND IMMAGE


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4. INNOVATION IN FOLLOWING AREAS

PRODUCT

PROCESS

ADVERTISING


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RESULT OF BRAND BUILDING

IMPROVEMENT IN RANKING

(in $ billions)

YEAR RANK BRAND VALUE

1999 -------- 3.12000 43 5.2

2001 42 6.4

2002 34 8.3


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SAMSUNG POSTED A NET PROFIT OF$1.7 TRILLION WON FOR THE THIRDQUARTER OF 2002-2003.

THIRD PLAYER IN GLOBAL CELL MARKET.SAMSUNG BECOME GLOBAL LEADER IN17 PRODUCTS.


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STRATEGIC

SUGGESTIONREGARDING MKT.MIX.


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MARKETING MIX

PRODUCT

PRICE

PLACE

PROMOTION

PEOPLE


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STRATEGIC SUGGESTION REGARDING MKT.

MIX

1. PRODUCT:- (THEY HAVE HIGH QUALITY PRODUCT BUT-)

PRODUCT RANGE SHOULD INCLUDESTERIO, PERSONAL WHICH IS VERY

DEMANDING IN U.S MKT.2. PRICE:-

MIN. PRICE (SELLING PRICE IS HIGH THAN NOKIA)

COST CUTING


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3. PLACE:-

ADOPT e-selling TECHNIQUE.IN INDIA THEY SHOULD TRY TO REACH

THERE PRODUCT IN RURAL MKT.4. PROMOTION:-IN CONTEXT OF INDIA, THEY SHOULDPROVIDE FREE GIFT HAMPER, SPECIALY AT

THE TIME OF FESTIVALS.ADVETISMENT, PRAMOTION ACTIVITIESMUST BE IN LOCAL/DOMESTIC LANGUAGE .


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SAMSUNG USED LIFESTYLESEGMENTING INSTEAD OFTECHNOLOGICAL SEGMENTING.

USING LIFESTYLE SEGMENTING THECOMPANY DIVIDED THE MARKET ANDPOSITIONED ITS PRODUCTS.

COMPANY FOCUSED ON GENERATION-Y(13-25 YEAR) AND ON GENERATION-N(INTERNET-FRIENDLY) CONSUMERS.


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OBJECTIVES OF SAMSUNG

THEY WANT TO BEAT SONY.

PRODUCE HIGH QUALITY PRODUCTS.


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FUTURE PROSPECT

IN FUTURE SAMSUNG WILL PROVIDESPECIAL QUALITY PRODUCTS WHICHWOULD BE VERY DIFFERENT TO THEIR

RIVALS. For Example:-


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Thank you

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Samsung AT A GLANCE