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4 P’s in marketing
Samsung Electronics was founded in 1969 in Suwon, South Korea as Samsung Electric Industries originally manufacturing electronic appliances such as TVs, calculators, refrigerators, air conditioners and washers.
Samsung brand is the best known South Korean brand in the world and in 2008.Today. history . 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.
PRODUCT Price 4P’s IN MARKETING PROMOTION Place .
multifunction cellphones. plasma TVs. Now.Product In 1970. . Samsung Electronics made cheap 12-inch television sets under Sanyo label. and other digital devices. capturing the number one position in the global memory chip market and pioneering the development of flat-screen displays.
digital cameras. flash memory. Plasma displays. . UMPCs. and hard drives Digital displays : LCD displays. MP3 players. products : monitors. home devices : mobile phones. CD and DVD displays Home cinema systems. washing machines. and faxes machine. laser printers.Product Semiconductors : DRAM. and air conditioners. set-top boxes. Blu-ray players. vacuum cleaners. DVD players. ovens. microwaves. and projectors Mobile and camcorders Computing Home drives. laptops. and appliances : refrigerators. and OLED Electronics : TVs. SDRAM.
Samsung invested a lot of money in research and development. amounting to around $5billion. Samsung spent about 9% of revenue. in 2005 in research and development. in order to meet what customers needs and wants. product .“design awakeness all your senses”.
United States Top 5 Innovators 2008 Rank # of Records Company Country of Origins 1 2 3 4 5 7404 6576 2931 2421 2019 SAMSUNG ELECTRONICS IBM MICROSOFT TOSHIBA CANON KOREA UNITED STATES UNITED STATES JAPAN JAPAN .
Europe Top 5 Innovators 2008 Rank # of Records 1 2753 Company SIEMENS Country of Origins GERMANY 2 3 4 5 2619 1475 1250 905 BOSCH SAMSUNG ELECTRONICS DAIMLER RENAULT GERMANY KOREA GERMANY FRANCE These rankings comes from IP Solutions. . part of Thomson Reuters : The world‟s leading source of intelligent information for businesses and professionals.
benefits and technology. if we compared it with the functions.Samsung sells product with price that worthed. high quality brand commanding a premium price” . Samsung is in the process of building an image as “a stylish.
Samsung has its own stores which can be found around the world. Not only in Asia. Europe. and Africa. we not only can buy the product that sold. At the stores. PLACE One of Samsung’s store in America . Australia. but also in America. but also feel the experience of digital lifestyle.
Bell Microproducts. . who known as one of the world's largest storage-centric value-added distributors.PLACE Samsung also has other distribution channels: Best Buy and Circuit City. who known as quality-oriented electronics speciality stores.
Internet advertising Product placements Sponsorships .
Hotel chains (such as Hilton). where most in-room technology was now dated and required early replacement to retain competitive advantage. .
.The Summer and Winter olympics games Chelsea FC shirt sponsorship deal Horse jumping (Samsung Superleague).
the firm devoted nearly 15 % of its media budget allocated to page topping banner ads on over 400 Internet sites Link to mainstream entertainment : Fox‟s movies Fantastic Four Display in the film .In 2005 .
in 2009 according to Interbrand Global value of Samsung‟s brand is US$ 17.953 million. which is US$ 11. Existing knowledge and experience of electronics market Strong global presence with strong brand and customer base.518 million compare its competitor. Sony. .
2009 Rank 2008 Rank Brand Country of Origin Sector Brand Value Value Value .
Design with an attractive styling that catching the pulse of customer. as the result of the development of Samsung„s new products that involve team of product designers. . Samsung electronics has 4 business areas to cover customer electronic needs. to meet changing customer needs. Well diversified and differentiated product line.
Memory chip Industry is 27% in 2009 compare with 21% at the end of 2008. It is the biggest manufacturer of liquidcrystal display panels with 23% share in 2005. increase to 26. 2009 Figures .2% in Q1 of 2009.1% in 2009. Market share: Global market share of mobile phone increase from 18% in 2004 to 19.
Loyal customer & customer satisfaction: Samsung Electronics reports that its “Anycall” mobile phone topped the American Customer Satisfaction Index (ACSI) (2005) Cost Competitiveness by mass Production Samsung Electronics expanded production dramatically to become the world's largest manufacturer of DRAM chips. optical storage drives . flash memory.
and in improving its position from the third to second player in mobile phones with their innovative products. they spend a high percentage of revenue on R&D. It resulted in global leadership in the television segment. .Technology With an excellent research and development capabilities.
pro-active coming out with unique and leading model on mass market instead of niche market Different Not Focus . Customer perception of weak product attributes like Durability perception on “worth the price” product on each person that difficult to cover.
834.848 3.17 % 85. 115 6.252.353. 959 6.66% Consolidated Financial Statement years ended Dec 31.762 6.604 2. Huge investment on Research & Development 2007 (Mill won) 2006 (Mill won) Sales Research expenses Ordinary development expenses Total R&D R&D/Sales 98. 720.461.714. 2007 and 2006 (audited report) 1 US$ = 938 Won .073.817 2.844 3.507. 914 5.
which can be expand a new market now and in the future Population by Age and Sex. More Developed Countries: 2009 .Increasing on electronics consumer market Strong customer demand for innovative products & value-added features High % of Younger population.
2% 5 Qimonda 4.6% 14. Increasing competition DRAM (Q1-2009) Rank 1 2 3 4 Company Samsung Hynix Micron Technology Elpida Memory Market Share 34.8% .3% 21.6% 14.
8% 10. Increasing competition Market Share 20.2% 13.3 % 7% LCD TV (Q3-2008) Rank 1 2 3 4 5 Company Samsung Sony Sharp Corporation LG Phillips .2% 9.
Increasing competition Mobile phone (Q1-2009) Rank 1 2 3 4 5 Company Nokia Samsung LG Motorola Phillips Market Share 36.2 % 5.4 % .2% 19.1% 9.9 % 6.
018. General and Adm exp Operating Profit Gross Profit Margin Operating Profit Margin 29.436 30.886.005 Gross Profit Selling.107 64. 2007 and 2006 (audited report) 1 US$ = 938 Won .03 % 10. Decreasing Operating profit margins 2007 (Thousand US$) 2006 (Thousand US$) 91.508.1% 27.750.990 19.587 9.164 9.566.403 28.732.995 75.025.566.482.507 Sales Cost of Sales 105.600 17.452.05 % 9.6 % Consolidated Financial Statement years ended Dec 31.
.Economic Slowdown. makes demand for electronics product weaken.
The conclusions drawn from the SWOT analysis were that Samsung‟s strengths carry more weight than its weaknesses. it will navigate the threats with no significant difficulties. If Samsung can properly exploited opportunities that exist. .
suggestions • Become leader of environmental initiatives to provide more environmental friendly electronic products • Enhance their advertisement campaign to create greater brand awareness • As a Corporate Social Responsibility Samsung needs to enhance their brand image by indulging in more social causes because a good corporate not only takes from people but also returns to them suggestions suggestions • Improve After Sales Service because satisfaction helps in retaining customers • Make their R&D more efficient .
Octawati Buntaran M987Z249 Phailin Thampramuan M987Z216 Nguyen Pham Nhut Thien M987Z240 Yanni Putri M987Z255 Nong Hong Sa M987Z231 Rahul Kohli M987Z207 .
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