Samsung Presentation on international marketing
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Transcript of Samsung Presentation on international marketing
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DESIGN THAT PERFORMS
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SOEveryone’s invited toSAMSUNG
DIGITall passion
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ABOUT THE COMPANY HISTORY
The Samsung Group was founded in 1938 by Lee Byung-chul (1910-1987).It was incorporated in 1951 as Samsung Corporation. The meaning of the Korean word Samsung is "Tri-Star" or "three stars".Samsung Electronics was founded in 1969 in Suwon City South Korea as Samsung Electric Industries originally manufacturing electronic appliances such as TVs, calculators, refrigerators, air conditioners and washers.
CORE VALUESIn everything we do, we strive to help people live better lives.VISSION AND MISSION
SAMSUNG is dedicated to developing innovative technologies and efficient processes that create new markets, enrich people's lives, and continue to make Samsung a digital leader.
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KEY BUSINESS AREASCONSUMER ELECTRONICS TELEVISION & LCD TV’s MOBILE PHONES MP3 & AUDIO/VIDEO CAMERAS & CAMCORDERS HOME APPLIANCES INFORMATION TECHNOLOGY LASER PRINTER & MULTIFUNCTIONS SEMICONDUCTORS
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MANAGEMENT
Mr. Doh-Seok Choi has been Samsung's president since 2001 and the company's chief financial officer since 1999.
Chairman: Lee Kun - hee
HeadquartersSeocho Samsung Town, Seoul, South Korea
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FEW COMPETITORS OF SAMSUNG
•
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MARKET ANALYSIS
GLOBAL MARKET SHARE GAIN OF SAMSUNG
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MARKET SHARES OF SAMSUNG IN CONSUMER ELECTRONICS
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SAMSUNG GLOBAL REPRESENTATIVE MAP
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DISTRIBUTION NETWORK OF SAMSUNG
Factory
Regional distributing center
Branch warehouse
Direct dealer Modern retail/Exclusive stores &Samsung digital plazas
Distributor
Sub - Dealer
Consumer/Customer
Original equipment manufacturer/vendor or supplier
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WHAT IS MARKETING ?
Marketing deals with identifying and meeting human and social needs profitably.
WHAT IS INTERNATIONAL MARKETING ?
International Marketing deals with identifying and meeting human and social needs globally & profitably or we can say reaching the international market and peoples to expand the brand identity.
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INTERNATIONAL MARKETING STRATEGIES
OF SAMSUNG PRODUCT LIFE CYCLE OF SAMSUNG MOBILES
Introduction
Growth Maturity Decline
Beat 450
UltraTouch wizOmnia
Next Is What?
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PRODUCT LIFE CYCLE 2 OF SAMSUNG TV
Introduction
Growth Maturity Decline
Introduction
Growth
Maturity
Flat Television
Ultra Slim Fit TV
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INTERNATIONAL MARKETING STRATEGIES OF SAMSUNG
STP APPROACH OF SAMSUNGSEGMENTIN
GSegmenting is the process of dividing the market into segment based on customer characteristics & needs.
Segmenting consist of: 1. Geographic segmentation 2. Demographic segmentation 3. Psychographic segmentation
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TARGETINGTargeting is the process of focusing on a
particular market with a particular product .LOCAL MARKET
TEIR 1 CITIESTEIR 2 CITIES
NICHE MARKET
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POSITIONING “Digital technology leader”
• In 1990 group chairman , Kun-Hee Lee(Lee), initiated transformation from a low-end OEM into a world-class electronics company and now Samsung came to be perceived as a company with exciting product portfolio.
• TOP Olympic Sponsor for the 2008 Beijing Olympics and Olympic Partner for the 2008 Olympic Torch Relay. Manavjit Singh Sandhu was its Olympic Brand Ambassador and launched the program 'Spread the Olympic Flame'
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POSITIONING “Digital technology leader”
APPOINTS OLYMPIC GOLD MEDALIST ABHINAV BINDRA AS BRAND AMBASSADOR FOR ITS CONSUMER ELECTRONICS BUSINESS
APPOINTS AAMIR KHAN AS ITS BRAND AMBASSADOR FOR MOBILE PHONES
New, spunky, tagline - 'Next is What ?'. It is being used in all of 'Samsung Mobiles' communication material.
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FINANCIAL PERFORMANCE OF SAMSUNG
2007 Financial Overview
AMOUNTS IN BILLIONS
WON DOLLARS EUROS
Net Sales* 161,847.4 174.2 127.2
Total Assets 284,165.5 302.9 205.7
Total Liabilities 180,833.2 192.7 130.9
Total Stockholder's Equity
103,332.3 110.1 74.8
Net Income* 12,873.7 13.9 10.1
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CONCLUSIONS
INITIATIVES TAKEN BY SAMSUNG TO PROMOTE CSR
Making CFC gas free compressors.
Making the home appliances 5 star rated.
Launching freshtech refrigerators in the market. Launching televisions with easy view technology.
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FUTURE PLANS OF SAMSUNG
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GROUP MEMBERS
GURPREET SINGH VIRK(35) ABHIROOP SUR(04) MANISH SHARMA(53) RAHUL SAXENA(73) ROHAN SACHDEVA(77) SHOBHIT SINGH(88)
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BIBLIOGRAPHY
WWW.Samsung.com WWW.wikipedia.com WWW.Marketsurvey&facts.com Marketing Management By :Philip Kotler International Marketing