Samsung Electronics was founded in 1969 in Suwon, South Koreaas Samsung Electric Industries, originally manufacturing electronicappliances such as TVs, calculators, refrigerators, air conditionersand washers. By 1981, the company had manufactured over 10million black and white TVs. In 1988, it merged with SamsungSemiconductor & Communications. Samsung Electronics is theglobal market leader in more than 60 products, includingsemiconductors such as DRAM , SD RAM, flash memory and harddrives, digital displays such as LCD displays, plasma displays andOLED displays , home electronics such as TVs, DVD players, Blu-rayplayers, home cinema systems, set-top boxes and projectors,mobile devices such as mobile phones, MP3 players, digitalcameras and camcorders, computing products such as monitors,laptops, UMPCs, CD and DVD Drives, laser printers and faxmachines and home appliances such as refrigerators, washingmachines, microwaves, ovens, vacuum cleaners and airconditioners.
In 2005, Samsung surpassed Japanese rival Sony forthe first time to be rated as the new leading and mostpopular consumer electronics brand in the world byInterbrand. In 2007, Samsung Electronics handsetdivision overtook American rival Motorola , making itthe worlds second-largest mobile phone maker. At theend of 2007, Samsung Electronics exceeded the $100billion mark in annual sales for the first time in itshistory. This achievement places the company, alongwith Siemens of Germany, IBM of the U.S. andHewlett-Packard of the U.S., among the worlds topthree companies in the electric appliances andelectronics industry.[
Today, Samsung brand is the best known SouthKorean brand in the world and in 2008. Businessweek rated Samsung as 21st on the Top 100 BestGlobal Brands 2008. Samsung overtook Japanese rival Sony as the worlds leading consumer electronics brand. history
PRODUCT Price Price 4P’s IN MARKETINGPROMOTION Place Place
Product In 1970, Samsung Electronics made cheap 12-inch television sets under Sanyo label. Now, capturing the number one position in the global memory chip market and pioneering the development of flat-screen displays, plasma TVs, multifunction cellphones, and other digital devices.
Semiconductors Product : DRAM, SDRAM, flash memory, and hard drivesDigital displays : LCD displays, Plasma displays, and OLEDdisplaysHome Electronics : TVs, DVD players, Blu-ray players, homecinema systems, set-top boxes, and projectorsMobile devices : mobile phones, MP3 players, digital cameras,and camcordersComputing products : monitors, laptops, UMPCs, CD and DVDdrives, laser printers, and faxes machine; andHome appliances : refrigerators, washing machines,microwaves, ovens, vacuum cleaners, and air conditioners.
“design awakeness all your senses”. Samsung invested a lot of money in research and development, in order toproduct meet what customers needs and wants. Samsung spent about 9% of revenue, amounting to around $5billion, in 2005 in research and development.
United States Top 5 Innovators 2008Rank # of Records Company Country of Origins1 7404 SAMSUNG ELECTRONICS KOREA2 6576 IBM UNITED STATES3 2931 MICROSOFT UNITED STATES4 2421 TOSHIBA JAPAN5 2019 CANON JAPAN
Europe Top 5 Innovators 2008Rank # of Records Company Country of Origins1 2753 SIEMENS GERMANY2 2619 BOSCH GERMANY3 1475 SAMSUNG ELECTRONICS KOREA4 1250 DAIMLER GERMANY5 905 RENAULT FRANCEThese rankings comes from IP Solutions, part of Thomson Reuters : Theworld’s leading source of intelligent information for businesses andprofessionals.
Samsung has its own stores which canbe found around the world. Not only inAsia , but also in America, Europe,Australia and Africa. Samsung has its stores located & alsoits service center at places where it iscloses to the customer reach. At the stores, we not only can buy theproduct that sold, but also feel theexperience of digital lifestyle. In India after covering the urbanmarket Samsung is now ready to tap theurban market. Plans are to start up a plant in TamilNadu & Andhra Pradesh with aninvestment of $150 million.
Samsung sells product with a price that’s worth, if we compare it with the functions, benefits and technology.Samsung is in the process of building an image as “a stylish, high quality brand commanding a premium price”
Hotel chains (such as Hilton), where most in-room technology was now dated and required early replacement to retain competitive advantage. Their products are also been used in various movies which is also been used as a marketing base. Also their giving away their products at various sports event as gift for the players.
The Summer and Winter olympics games Chelsea FC shirt sponsorship deal Horse jumping (Samsung Superleague).
In 2005 ,the firm devoted nearly 15 % of its media budget allocated to page -topping banner ads on over 400 Internet sites Link to mainstream entertainment : Fox’s movies Fantastic Four Display in the film
Existing knowledge and experience of electronics market Strong global presence with strong brand and customer base, in 2009 according to Interbrand Global value of Samsung’s brand is US$ 17,518 million compare to its competitor, Sony, which is US$ 11,953 million.
2009 2008 Brand Country of Origin Sector BrandRank Rank value Value Value US $
Well diversified and differentiated product line, to meet changing customer needs. Samsung electronics has 4 business areas to cover customer electronic needs. 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.
Market share: Global market share of mobile phone increase from 18% in 2004 to 19.1% in 2009. Memory chip Industry is 27% in 2009 compare with 21% at the end of 2008. It is the biggest manufacturer of liquid- crystal display panels with 23% share in 2005, increase to 26.2% in Q1 of 2009. 2009 Figures
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 worlds largest manufacturer of DRAM chips, flash memory, optical storage drives
Technology With an excellent research and development capabilities, they spend a high percentage of revenue on R&D. It resulted in global leadership in the television segment, and in improving its position from the third to second player in mobile phones with their innovative products.
Customer perception of weak product attributes like Durability Different perception on “worth the price” product on each person that difficult to cover. Not pro-active coming out with unique and leading model Focus on mass market instead of niche market
Huge investment on Research & Development 2007 (Mill won) 2006 (Mill won)Sales 98,507,817 85,834,604Research expenses 2,353,844 2,252,848Ordinary development expenses 3, 720, 115 3,461, 914 Total R&D 6,073, 959 5,714,762R&D/Sales 6.17 % 6.66%Consolidated Financial Statement years ended Dec 31, 2007 and 2006 (audited report)1 US$ = 938 Won
Increasing on electronics consumer market Strong customer demand for innovative products & value-added features High % of Younger population, which can be expand a new market now and in the futurePopulation by Age and Sex, More Developed Countries: 2009
Availability of cheap Chinese electronic products. Delay in technological innovation which helps other company(Apple). Saturated in only multimedia & communication field . Making the people
The conclusions drawn from theSWOT analysis were thatSamsung’s strengths carry moreweight than its weaknesses. IfSamsung can properly exploitedopportunities that exist, it willnavigate the threats with nosignificant difficulties.