Analysis of a Mini case- "Samsung" from Kotler's Marketing Management textbook.

2. The group diversified into areas including food
processing, textiles, insurance, securities and
retail.
Originally created as an exporter of dried Korean
fish, vegetables and fruits.

3. So when did the
company
diversify its business ?

4. In the late 1960s, Samsung Group
entered the electronics industry

5. In 1980, Samsung entered into the business of
telecommunications hardware.

6. Products offered by Samsung

7. What are the
reasons behind
the Conglomerate’s
Success ?

8. Heavy investment
in innovation

9. Focus on its memory
chip business

10. Extensive Training
and Recruiting

11. Smart choice
for Partnership

12. Aggressive Brand
Building

13. Who are the
top Competitors
of Samsung ?

15. What are some
of the Samsung’s
greatest competitive
strengths?

17. Marketing Strategy:
Adaptive elements
including, increasing its
market share and
reducing the costs of
products.
Product Strategy:
Adopts product
diversification in order
to make their products
available for
all segments of
market.
Positioning
Strategy:
Embodies style
and technology
very effectively
to overtake the
competitors.
Pricing Strategy:
Uses adaptive pricing
strategy which includes
two components-
skimming price and
competitive price.

18. What’s next
for Samsung ?

19.  Health
 Medicine
 Biotechnology

20.  History
 Products offered
 Reasons behind the success
 Top competitors of Samsung
 Some of the Samsung’s greatest
competitive strengths
 Various strategies
 What’s next for Samsung?

21. Disclaimer:
Created by Shreya Joshi, GHRCE Nagpur, during a
Marketing Internship by Prof. Sameer Mathur, IIM Lucknow.