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DESIGN THAT PERFORMS

SO Everyones invited to SAMSUNG 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 VALUES
In 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 AREAS


CONSUMER ELECTRONICS TELEVISION & LCD TVs MOBILE PHONES MP3 & AUDIO/VIDEO CAMERAS & CAMCORDERS HOME APPLIANCES INFORMATION TECHNOLOGY LASER PRINTER & MULTIFUNCTIONS SEMICONDUCTORS

MANAGEMENT
Chairman: Lee Kun - hee Headquarters

Seocho Samsung Town, Seoul, South Korea

Mr. Doh-Seok Choi has been Samsung's president since 2001 and the company's chief financial officer since 1999.
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FEW COMPETITORS OF SAMSUNG

MARKET ANALYSIS
GLOBAL MARKET SHARE GAIN OF SAMSUNG

MARKET SHARES OF SAMSUNG IN CONSUMER ELECTRONICS

SAMSUNG GLOBAL REPRESENTATIVE MAP

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DISTRIBUTION NETWORK OF SAMSUNG


Original equipment manufacturer/vendor or supplier

Factory

Regional distributing center

Branch warehouse

Distributor

Direct dealer

Modern retail/ Exclusive stores & Samsung digital plazas

Sub - Dealer

Consumer/Customer

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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
Next Is What?

Omnia

Touch wiz

Ultra

Beat 450

Introduction

Growth

Maturity

Decline

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PRODUCT LIFE CYCLE 2 OF SAMSUNG TV


Flat Television Ultra Slim Fit TV

Introduction

Growth

Maturity

Introduction Growth Decline

Maturity 14

INTERNATIONAL MARKETING STRATEGIES OF SAMSUNG

STP APPROACH OF SAMSUNG


SEGMENTING
Segmenting 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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TARGETING
Targeting is the process of focusing on a particular market with a particular product . LOCAL MARKET
TEIR 1 CITIES TEIR 2 CITIES

NICHE MARKET

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'

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.

FINANCIAL PERFORMANCE OF SAMSUNG

2007 Financial Overview AMOUNTS IN BILLIONS Net Sales* Total Assets Total Liabilities Total Stockholder's Equity Net Income* WON 161,847.4 284,165.5 180,833.2 DOLLARS 174.2 302.9 192.7 EUROS 127.2 205.7 130.9

103,332.3 12,873.7

110.1 13.9

74.8 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

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