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1 www.samsung.com
1www.samsung.com
LOGO
Samsung Home Samsung Home TheaterTheater
www.samsung.com
““Imagine”Imagine”
PRESENETED TOShazif Iqbal
Samsung“Imagine”
3www.samsung.com
Group MembersGroup Members
M. Asim Riaz 0831591
Khuram Shahzad 0832682
Awais Naeem 0831583
Shakeel Anjum 0832774
Abrar Hussain 0831095
Samsung“Imagine”
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ContentsContents
Conclusion
Marketing Mix
Segmentation
Company Environment
Company History and Profile
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HistoryHistory
1990-931990-93
Competing in a Changing Tech WorldThe early 1990s presented tremendous challenges for high-techbusinesses.
1980-19891980-1989Entering the Global MarketplaceSAMSUNG's core technology businesses diversified andexpanded globally during the late 1970s and early 1980s
1970-19791970-1979Diversifying in Industries and Electronicssamsung laid the strategic foundations for itsfuture growth by investing in the chemical, andpetrochemical industries.
1938-19691938-1969Samsung’s beginningsfounding chairman Byung-Chull Leestarted a business in Taegu, Korea,with 30,000 won.
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History (Cont’d)History (Cont’d)
PresentPresent
PresentSamsung is continuing its winning journey by positioning itself as oneof the world's recognized leaders in the digital technology industry.
2000-20082000-2008Pioneering the Digital AgeTo continue with trend of digital age samsung has respondedWith the techno-logies, competitive products and constantinnovation
1997-19991997-1999Advancing the Digital FrontierDespite of financial crisis samsung continued growing due to its concentration in electronicsand related services
1994-19961994-1996Becoming a Global ForceSAMSUNG revolutionized its business through a dedication to making world-class products, providing total customer satisfaction
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Product MixProduct Mix
Mobile phones
Televisions
Audio and Video
Business Product
Telicommunication
Set Top Box
Computers &Peripherals
Printers &Multifunction
Home Appliances
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Social welfare programsSocial welfare programs
Samsung engages in all the activities Samsung engages in all the activities that enhance the quality of life for its that enhance the quality of life for its neighbours, childeren and low income neighbours, childeren and low income people by funding community programs people by funding community programs that address economic, social and that address economic, social and cultural needscultural needs
Since 1999, for five consecutive years, SAMSUNG has donated Since 1999, for five consecutive years, SAMSUNG has donated 10 million dollars each year to help and care for the needy people 10 million dollars each year to help and care for the needy people in our society. Especially, SAMSUNG donated 20 million dollars in our society. Especially, SAMSUNG donated 20 million dollars in 2004. in 2004.
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Macro environment forcesMacro environment forces
DemographicDemographic
EconomicEconomic
Socio-culturalSocio-cultural
NaturalNatural
TechnologicalTechnological
Political-legalPolitical-legal
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Corporate Strategic PlanningCorporate Strategic Planning
Intensive Growth
Integrative Growth
Diversification
DiversificationDiversification
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Strategic AllianceStrategic Alliance
Logistic AllianceIt has logistic alliance with the DWP group
PromotionalAllianceSamsung has promotional alliance with the phone tel Pvt. Limited, which directly promote its products
StrategicAlliance
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SWOT AnalysisSWOT Analysis
S W O T
STRENGTH
Unique resources that company possess or activities that it does well
WEAKENESS
Resources that company does not have or things that it does not do well
OPPORTUNITY
Positive trends in the external environment
THREAT
Negative trends in the external environment
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SWOT ANALYSISSWOT ANALYSIS
STRENGHTS:
Catching the pulse of the consumer Brand name Focus on innovative products for high end R&D department Tapping into youth Vertical integrationWeakness: Not proactively comming out with newer models
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Opportunity: Offer product variations Distinguish its services from competitors
Threats: Energy crisis in Pakistan Political instablity Aggressive competitors like sony, LG Ability of others to copy design (LG)
SWOT ANALYSIS (Cont’d)SWOT ANALYSIS (Cont’d) Samsung“Imagine”
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CompetitorsCompetitors
Sony LG Philips Toshiba
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Level of Market SegmentationLevel of Market Segmentation
Segment MarketingSegment MarketingSegment MarketingSegment Marketing
IndividualMarketing
LocalMarketing
NichMarketing
SegmentMarketing
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GEOGRAPHICGEOGRAPHIC DEMOGRAPHCDEMOGRAPHC BEHAVIORALBEHAVIORALPCYCHOGRAPHICPCYCHOGRAPHIC
•RegionsRegions•CitiesCities
•NationsNations•CountriesCountries
•StatesStates
•AgeAge•Family sizeFamily size
•GenderGender•IncomeIncome
•OcupationOcupation•IncomeIncome
•LifestyleLifestyle•PersonalityPersonality
•ValuesValues
•OccasionsOccasions•BenifitsBenifits
•User statusUser status•Usage rateUsage rate
•Loyality status Loyality status
Segmenting Consumer MarketSegmenting Consumer Market Samsung“Imagine”
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Buying SituationsBuying Situations
Straight Rebuy samsung makes some of the decisions in straight rebuy through a approved list of business suppliers
New Task Most of the decisions are made in the new task by offering open tenders to suppliers for its supplies
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Marketing MixMarketing Mix
AdvertisingAdvertisingSales promotionSales promotionPublic relationPublic relationPersonel sellingPersonel sellingDirect marketingDirect marketing
ProductProduct
PricePrice
PlacePlace
PromotionPromotionSamsung home theater Samsung home theater
systemsystem
List priceList priceDiscount priceDiscount price
Retail outletsRetail outletsCompany outletsCompany outlets
Brand nameBrand nameFeaturesFeaturesQualityQualityPackingPackingLabellingLabelling
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Busines Unit Strategic Busines Unit Strategic PlanningPlanning
BB
CC
AACost leadership StrategyCost leadership Strategy
Differentiation StartegyDifferentiation Startegy
Focus StrategyFocus Strategy
DifferentiationDifferentiation
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Creating Brand EquityCreating Brand Equity
1
Samsung has created Samsung has created a strong brand around a strong brand around innovation, cutting innovation, cutting edge technology and edge technology and world class design.world class design.
3
Our 20th rank in the Our 20th rank in the Top 100 Global brands Top 100 Global brands is a testimony of the is a testimony of the trans-formation the trans-formation the company has company has undergone in the last undergone in the last few years.few years.
2
In a survey of the top 100 In a survey of the top 100 global brands, Business global brands, Business Week & Inter brand Week & Inter brand Consultancy have valued Consultancy have valued Samsung brand at $14.9 Samsung brand at $14.9 billion in 2005, making it billion in 2005, making it the world's topmost the world's topmost consumer electronics consumer electronics brand, a position long held brand, a position long held by more entrenched by more entrenched player Sony.player Sony.
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Product Product
HT-TX715THT-TX715T HT-TX725HT-TX725 HT-TZ315HT-TZ315
HT-Z220HT-Z220 HT-TZ225HT-TZ225
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Product (Cont’d)Product (Cont’d)
HT-TZ312THT-TZ312T HT-TZ425HT-TZ425 HT-WS1RHT-WS1R
HT-X810THT-X810T HT-Z110THT-Z110T
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Advertisement Samsung“Imagine”
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Differenciation StrategyDifferenciation Strategy
Personnel
ImageImage
ProductProduct
Samsung differentiates its products from its competitors in terms of cutting edge technology and world class design.
More than a quarter of all Samsung employees—42,000 people—work everyday in research and development, and we expect that number to surpass 50,000 by 2010.
Samsung has crafted an innovative image in the minds of the consumers
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Competitive StrategiesCompetitive Strategies
Market leader
Challenger
Follower
Defence Strategies
•Position Defence•Flank•Preemptive•Counterofensive•Mobile•Contraction
Market Follower
Strategies
•Counterfeiter•Cloner•Imitator•Adapter
Market Challenger
Marke Nicher
Nicher
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PricePrice
ProductProduct ModelModel PricePrice
5.1 channel HTS HT-TX715T 42,900
Home theatre system HT-X810T 44,900
DVD home theater HT-Z121T 10,900
Upgrade your TV's sound HT-WS1R 24,900
Power and performance HT-TZ225 18,900
Home theatre surround HT-TZ312T 17,900
5.1 channel satellite speakers
HT-Z210T 12,900
Single disc sound system HT-Z110T 9,900
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www.samsung.com
PlacePlace
SamsungSamsungoutletsoutlets
Matro CashMatro Cash&Carry&Carry
Hall roadHall road
Abid MarketAbid Market
Macro CashMacro Cash&Carry&Carry
HKBHKB
HyperstarHyperstar
LahoreLahore
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OutletsOutlets
16 all over the 16 all over the pakistanpakistan
10 in lahore10 in lahore
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Promotion MixPromotion Mix
PromotionPromotionmixmix
AA
DD
BB
CC
EEDirect Direct marketingmarketing
AdvertisingAdvertising
Sales Sales promotionpromotion
Public Public relationsrelations
Personel Personel sellingselling
Samsung’s desired imageSamsung’s desired image
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Advertisement Samsung“Imagine”
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ConclusionConclusion
Over 70 years dedicated in Over 70 years dedicated in making better world through making better world through diverse businessdiverse business
Leads the world market in high Leads the world market in high tech electronics, mft and digital tech electronics, mft and digital mediamedia
Through its innovative, reliable Through its innovative, reliable products and services, products and services, talented people, a responsible talented people, a responsible approach to business, approach to business, samsung is taking the world in samsung is taking the world in imaginative new directions. imaginative new directions.
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LOGO
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“Imagine”
