This document provides information about Samsung Electronics and its marketing strategies. It includes: 1) An overview of Samsung's history from its founding in 1938 to becoming a global electronics giant. 2) Details on Samsung's vision, mission, strengths, weaknesses, opportunities, threats and leading competitors. 3) Descriptions of Samsung's corporate social responsibility initiatives and marketing strategies. 4) Information on Samsung's research and development processes and global R&D network. 5) A proposed marketing mix for Samsung including product lines, distribution channels, pricing, and promotional strategies.

1. GROUP MEMBERS AND ID NO:
1)NURUL NORAISHA MD YUSUF : BA BM 1130819
2)DAIM PATOMPO ANSAR : BA MKT 1130885
3)USMAN AJ NOMA : BA BM 1130828
4)ROSELINE OHUMENE SAMUEL BA HR 1130857
5)PANNIRCHELVAN A/L SELVADORAI : BA A&F 1070192
6)SANI BUHARI BELLO : BA BM 1130871
7)CHIDIEBERE EMMANUEL AMAEFUNA :

2. •(1938)- Byung Chull Lee (founder).
•(1969)- Was established producing:
a) Televisions
b)Mobile phone
c) Radios
d)Computer component
e) Other electronics devices
•(1990-1997)- Globally building factory.
•(1997)- Digital frontier Samsung.
•(2000-2007)- Guide the digital age.
- the world largest conglomerate by revenues
of $174.2 billion.

3. Vision is to lead the digital convergent movement. The technology
innovation will give the best solution they are needed to do for
challenges with other companies.
 However, Samsung is aim to develop good technology or create new
markets and make enrich people lives, to make Samsung a trusted
market leader.
 Samsung electronics for the new decade:
“Create the world, Inspire the future.”
Mission is to be the best of (digital-company) that will grew into a global
corporation by facing challenges directly.
 In this situation, they will come up of the creative ideas and innovative
to develop product or services that can lead in their market.

4. STRENGTH
WEAKNESS
• Well known brand in electronic
market.
• Very good of market strategy.
• Customer loyalty .
• Product is life cycle.
• Price.
• International structure: more
competition of some brand.
• Customer maintenance: high
cost to repair.
•Good substitutes: from the
other competitor in the market.
OPPORTUNITIES
THREATS
• Taxes are low.
• Distinguish it is services from
competitors.
• Offer product variations.
• Tie up with services providers.
• Not an accessories and
fashion statement.
• Not keeping tracks of the new
trends.
• Aggressive competitors.

5. LEADING COMPETITOR OF
SAMSUNG IN USA:
•APPLE,
•NOKIA,
•MOTOROLA,
•SONY ERICSON,
• BLACKBERRY.
LEADING COMPETITOR OF JAPAN:
LEADING COMPETITOR IN INDIA:
• MOTOROLA,
• NOKIA,
• LG,
• RIM,
• MICROMAX.
LEADING COMPETITOR IN
MALAYSIA:
•
• SHARP,
• PANASONICS,
• HTC,
•FUJITSU,
• NEC.

6.  CORPORSTE SOCIAL & RESPONSIBILITIES (CSR)
(a) SOCIAL
WELFARE:
(b) CULTURE & ARTS:
• The Samsung Museum of
Modern Art collects
•Investing in
preserves and exhibits
teenagers’ futures,
modern,contemporary arts.
through support of
science education and •Samsung also hosts and
supports various cultural
creative thinking.
events for children and
•Assisting children in
programmers that
low-income families
encourage artistic
by supporting
development.
education.
(c) VOLUNTEER
SERVICES:
•Social Contribution Corps
to encourage employees to
get involved in community
service.
•Employees use their
expertise and skills to give
back to local communities.
(d) ACADEMICS &
EDUCATION:
(e) COMMUNITY:
(f) ENVIRONMENT:
• Samsung has teamed up
with the Green Family
Movement Association to
run a quote; green school,
which promotes
environmental awareness
in children.
•Make a Connection :
Promoting positive youth
development, the program
gives young people.
• Recycle: user recycled
just one unused phone at
the end of its life's, it saves
nearly 80,000 tones of raw
materials.

7. MARKETING STRATEGY
PROPOSALS :
Target the Upper Medium class in the Chinese market meaning high
quality with a reasonable price.
Target the Upper class by significantly promoting high quality, setting
the price high thus establishing a brand name. Then reduce price and
effectively target Upper Medium Class.
Opening the Samsung Fun Club for better customer relationships.
Free online software updates, tutorials and customer service.
Highlights the innovative features of its products through a
combination of innovative advertising and branding.
Established many SAMSUNG Electronics Interbrand, mobile in the
world’s leading brand consultant to ranked Samsung as the fastest
growing brand in the world.

8. RESEARCH & DEVELOPMENT AT
SAMSUNG:
 Innovation is crucial to Samsung business.
 As new technologies are being constantly introduced to the market,
speed is essential for remaining competitive in today's digital era, and
new markets.
(a) PEOPLE:
• They collaborate on strategic
technologies for the future and
original technologies designed to
forge new market trends and set
new standards for excellence.
(b) ORGANIZATION:
• The Samsung Advanced Institute of
Technology (SAIT), the technology
competitiveness in core business
areas, identifies growth engines for
the future, and overseas the securing
and management of technology.
(c) INVESTMENT:
• Each year at least 9% of sales
revenue in R&D activities.
• committed to leading technology
standardization and securing
intellectual property rights.
(d) GLOBAL R&D NETWORK:
• R&D network spans six Samsung
centers in Korea and 18 more in
nine other countries as well as other
research centers and universities.

9. PROPOSED MARKETING MIX:
Product
Eliminate the section of TV’s that
are 17 inches or smaller.
Remain focused on current high
quality levels.
Place
Keep selling in urban areas.
Sell in Department stores and
Electronic stores.
Price
Promotion
$230 (after brand has been
established) for the 20’ TV.
Initially significantly increase
advertising to Panasonic levels to
establish brand recognition.
$550 (after brand has been
established) for the 27’ TV.
These prices are comparable to
Sharp.
Once brand is recognized, reduce
advertising to similar level as Sharp.