... By 2002, Samsung was rated as one of the top 3 players in the global mobile handset market. Analysts attributed Samsung’s success to its marketing initiatives. Discuss the role of marketing in Samsung’s success. To establish itself as a major player in global mobile handset market, Samsung implemented different marketing strategies like innovative and technologically advanced products, people centric product designs which satisfied the needs of the consumers worldwide, partnering with local distributors and suppliers, exploring new market and consolidated marketing effort. Firstly, Samsung focused on its product to shed its OEM player. For this, the company started a restructuring process called ‘New Management’ which focused on product quality, globalization and multifaceted integration. The company prioritized quality over quantity and implemented various quality initiatives like Six Sigma approach and assembly line manufacturing to ensure quality. To make products suitable to all, it established design institutes in Europe, US and Asia. Samsung separated a budget of $ 126 in a program for building complete global design. In already crowded electronics consumer goods sector, Samsung decided to launch products which were technologically advanced and innovative. With this, Samsung gained a competitive advantage among its competitors. It also established research facilities in California (United States) and Tokyo to improve its product line. Another marketing strategy that...
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...contents S.No Titles 01- About Company 02- History 03- Mission statement 04- Vision statement 05- Management Philosophy 06- Marketing mix Product • Price • Place • Promotion 07- Target market 08- Market Segmentation • Demographical • Geographical • Behavioral • Psychographical 09- Macro Environmental Factors • Economical factors • Technological factors • Political factors • Demographical factors • Socio/cultural factors 10- SWOT Analysis 11- Bibliography ABOUT COMPANY Type Public Industry Consumer electronics Telecoms equipment Semiconductors Home appliances Founded 1969 (Samsung Electric Industries) 1988 (Samsung Electronics) Headquarters Suwon, South Korea Area served Worldwide Key people Lee Kun-hee (Chairman) Lee Jae-yong (Vice Chairman) Kwon Oh-hyun (Vice Chairman and CEO) Products LCD and LED panels Mobile phones Semiconductors Televisions Other Employees 369,000 (2011) Parent Samsung Group Website www.samsung.com Samsung Electronics Co., Ltd. (Korean: 삼성전자) is a South Korean multinational electronics company headquartered in Suwon, South Korea. It is the flagship subsidiary of the Samsung Group and was the world's largest technology company by revenues from 2009 to 2012.Samsung Electronics has assembly plants and sales networks in 61 countries and employs around 369,000 people. Samsung Electronics is the world's largest mobile phone maker by 2012 unit sales and world's second-largest semiconductor chip maker by...
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...History Samsung Group is currently a multinational conglomerate company headquartered in Samsung Town, Seoul. In 1938 when Samsung was founded in Daegu (Korea), it was initially a trading company, selling dried Korean fish, vegetables, and fruit to Manchuria and Beijing. (Samsung) Just after a little more than a decade, it owned flour mills and confectionery machines and began its own manufacturing and sales operations. During the 1970s, Samsung (for the first time) began exporting electronic products, and in 1978, Samsung Semiconductor and Samsung Electronics became separate entities. Soon after in the 1980s, they increased their focus on technology and this had led to the creation of the company’s 2 research and development (R&D) institutes. However, after the death of their founder Lee Byung-chul, it was segmented into 4 independent business groups. By the 1990s, Samsung became more globalized and their best sources of revenue came from their mobile phones and semiconductors. Business Portfolio Samsung Corporation is a multinational conglomerate company with operations in almost every country. Often, they have products or services that are available in a huge number of countries and an example is the initial launch of the Samsung Galaxy S4 smartphone. It was initially sold in 110 countries and over time it expanded to total of 155 countries in cooperation with 327 partners (Yarow, 2013). It also serves organisations and almost every segment of consumers regardless...
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...“Inspire the world, Create the future.” 1.0 Executive Summery Samsung Electronics has proven to the business world that they are one of the most prestigious technology companies in the industry. With more technology advancements than our market can handle at this point and time, Samsung has paved the way for the future in electronics. One of the most popular new “toys” in the market today, is the unbelievable 3D TV. The first 3D TV was launched in March of 2010, and has already had a major impact on the market. With the release earlier this year, Samsung dominated the market, controlling nearly 90% of the total share. Samsung’s product, the 9000 series TV, is incomparable to competition with its ultra-thin screen, measuring only 0.3 inches in width. The 9000 series also comes with a full color spectrum that makes for an incredible viewing experience. Although Samsung is dominating the 3D market, we still have very detailed strategies and tactics that we believe will give us an increased competitive advantage over our competition. The company’s main emphasis the past couple years has been on integration, union, and encouraging innovation. Samsung is always preparing for the next big item to hit the market, which is why their technology is so far ahead of all leading competitors. In the future, we plan to enter the 3D video gaming market with a partnership with Microsoft. This will give us access to all of Microsoft’s gaming technology, in which we will combine with our quality...
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...SAMSUNG ELECTRONICS: GLOBAL MARKETING OPERATION I. Problem Samsung is trying to create a corporate marketing strategy that will effectively catapult the brand to the forefront of the global electronics industry. The goal is to surpass Sony and to become a premium global brand where consumers consistently view Samsung as a must-have valuable brand. II. Alternatives/Recommendations i. Advertising Campaign. It is wise to administer both a global campaign and a segmented one. The DigitAll global advertising campaign doesn’t seem to be enough to effectively increase market share. It is the kind of campaign that doesn’t necessarily make sales increase, but simply increases awareness. Instead, Samsung needs to create a campaign that educates consumers of what the brand stands for and represents. The marketing message should emphasize the company’s values on quality, innovation, and linkage of all of Samsung’s offerings. Quality within the Samsung products needs to be advertised giving proof of high consumer reports, product comparisons, and expert reviews. Print campaigns could highlight the fact that the company puts a large majority of its resources on its human capital and their ability to innovate. This makes the company a desirable place to work for and puts a higher value on the brand name. * Low prices shouldn’t be a part of the promotion campaign. The price will be shown on the shelf, and serves as a low-risk invite for a first-time buyer. Although in...
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...Company overview: Samsung is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses, most of them united under the Samsung brand and is the largest South Korean chaebol (business conglomerate). Samsung was founded by Lee Byung-Chul in 1938 as a trading company. Over the next three decades, the group diversified into areas including food processing, textiles, insurance, securities, and retail. Samsung entered the electronics industry in the late 1960s and the construction and shipbuilding industries in the mid-1970s; these areas would drive its subsequent growth. Following Lee's death in 1987, Samsung was separated into four business groups – Samsung Group, Shinsegae Group, CJ Group and Hansol Group. Since the 1990s, Samsung has increasingly globalized its activities and electronics, particularly mobile phones and semiconductors, have become its most important source of income.2 Marketing Orientation In a market -oriented company customer is truly the king, as the marketing process revolves around the needs and demands of the customers. The customer is the heart of the business and all the strategies and activities are implemented keeping the customers in mind. After finding the needs and wants of the customer a marketing strategy is implemented based on the marketing research of an organization, as markets continuously change, the marketing orientation is a continuous...
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...La marca Apple como un ejemplo del éxito de un modelo de marketing e internacionalización En años recientes, un nuevo fenómeno ha entrado en nuestro estilo de vida, y ha cambiado la manera en que hacemos cosas en la vida cotidiana, que se llama la tecnología. El desarrollo de la tecnología ha producido un impacto tan masivo, que las compañías han tenido que adaptar sus productos para que no se tornen obsoletos con rapidez. La marca Apple ha entendido esta transformación y por ello, ha lanzado productos novedosos que atraigan más a la gente. En este ensayo, hablaré sobre las medidas que Apple está usando para convertirse en una marca que ha logrado un éxito rotundo. Primeramente, tenemos que considerar los factores del marketing que Apple utiliza. Hay evidencia de que Apple se ha concentrado en el aspecto de 'producto' y eso se puede observar en sus productos de lujo y alta calidad que tienen características que ningún otro objeto poseía. Por ejemplo, su estilo compacto es una herramienta que en mi opinión, es su principal diferenciador. Tal es el caso del iPhone, con el cual las posibilidades de lo que podemos hacer con sus aplicaciones en solo un objeto son infinitas; llamar, jugar, escribir, navegar por Internet. Por esta razón, podríamos decir que Apple fue la empresa que aprovechó de la oportunidad de lanzar una nueva marca al mercado y posteriormente, la compañía se dio cuenta que la gente pagaban más dinero con el afán de poseer sus productos en lugar de los...
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...------------------------------------------------- ‘‘A comparative analysis on the marketing strategies of Samsung for Android and of Apple for iOS in UK market and their customer response’’ Table of Contents 1 Introduction 2 1.2 Research aims 2 1.3 Research objectives 3 2. Literature review 3 2.1 Introduction 3 2.2 Mobile phone operating system 3 2.3 Global introduction of smartphone 3 2.4 Various operating systems 4 2.5 Overview of the android’s framework 4 2.6 Overview of iOS and it marketing strategy 4 2.7 Comparative analysis of the two 5 3. Research methodology 6 3.1 Methodology 6 3.1 Type of investigation 6 3.2 Data collection method 6 3.3 Sampling method 7 3.4 Accessibility issues 7 3.5 Ethical issues 7 3.6 Timetable 8 4 Anticipated findings 9 5. Conclusions 9 References 10 1 Introduction Various companies use different types of marketing techniques over the few decades. To get competitive advantage over the competitors, developed variations of marketing techniques are quieting helpful to the companies. This is referred as market innovation (Verlog, 2007). Companies have to face with different factors in this modern world of business. New legislations developed marketing tools and corporate social responsibilities are among the newer one. Business has to deal with two basic demands which are to earn profit and to maintain a sustain profit ( Verlog, 2007). Though there are many developed application software were used in past by several cell...
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...La estrategia de Google en el 2010 Introducción La tecnología cada día está más inmersa en nuestras vidas, desde el modo en comunicarnos, trasportarnos, trabajamos, etc. Y una empresa ha sido junto a otras un pilar esencial en el desarrollo de software, hardware y demás tipo de tecnología, esta empresa tuvo inicio en el año 1996 donde Larry Page y Sergei Brin estudiantes de posgrado de la universidad de Stanford decidieron empezar con Back Rub que luego se convertiría en Google Inc. Back Rub sería un nuevo buscador en el internet y buscaría ser una nueva opción para competir a otros buscadores como Altavista, para 1998 se cambió a su actual nombre Google y ya había logrado reconocimiento y había varios interesados en invertir en el buscador, los jóvenes de Stanford nunca se imaginaron el potencial que su nuevo buscador tenia. Desarrollo Desde 1998 cuando la empresa empezó a trabajar con el nombre de Google el crecimiento de esta fue inmenso empezando con un inversionista que ofreció 100 mil dólares hasta en mediados del 99 cuando otros inversionistas aportaron 25 millones de dólares y la revista PC Magazine coloco a la compañía en su lista de “Los 100 sitios web o buscadores líderes de 1998” También en 1999 fue cuando la compañía logro su primer gran cliente con Red Hat y para el 2000 la compañía estaba consolidada como uno de los principales buscadores de la web además que ya tenía opción de conexión inalámbrica, 10 idiomas y su propia barra de herramientas, los años...
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...compañía de tecnología ha distribuido su primer dividendo desde el año 1995. Este dividendo representaría unos 2.500 millones de dólares. El julio del año pasado, la administración de la compañía acepto la propuesta de ofrecer un dividendo de 2,65 dólares por cada acción de las 973 millones con las que cuentan. Este dividendo, el primero en 17 años, será distribuido trimestralmente. La estrategia de la gigantesca compañía es promover la compra de acciones que perdieron tras el fallecimiento del cofundador, Steve Jobs. Aquellas acciones que perdieron estarían valoradas en 10.000 millones de dólares. Dicho dividendo se estima distribuirse hasta al menos el año 2015. Así mismo, según información revelada a causa del litigio de Apple contra Samsung en base a patentes, se han causado rumores de que en el 2015 Apple podría lanzaría su iCar. El carro de Apple tendría una computadora abordo, la asistencia de Siri, y una cámara que analizaría los gestos del conductor para detectar señales de cansancio. De esta misma manera, la información como la velocidad, el kilometraje, el estado de los fluidos y demás, serán proyectados en el parabrisas. Los espejos laterales del carro también contarían con cámaras que anularían los ángulos muertos y los puntos ciegos y la carrocería estaría fabricada con materiales especiales. Más aún, después de unas semanas duras para las acciones de Apple, se ha empezado a ver un alza en el precio de las acciones ya que hay rumores que aseguran que el 12 de setiembre...
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...En este trabajo presentare no solo una empresa si no varias empresas que fracasaron por varias causas. SEGA Una de las más grandes compañías de videojuegos de la historia. Durante años la compañía japonesa nos ofreció consolas increíbles y juegos que se convirtieron en clásicos. La Megadrive fue la consola favorita de toda una generación, pero ahí acabó su reinado, compartido durante años con Nintendo. En este casi faltó analizar el producto e innovarlo con tiempo. En 1994 lanzó su consola de 32 bits, la Sega Saturn. Pese a la gran acogida que tuvo en Japón, la Saturn tuvo unas ventas menores en el resto del mundo. La llegada de la Sony Playstation y decisiones equivocadas en cuanto al hardware. La Saturn era una buena consola, pero era demasiado difícil programar para ella (debido a sus dos procesadores) con lo que la Playstation le acabó por robar a los usuarios, que se decantaron por los juegos de la gris de Sony, que vendió 100 millones de consolas frente a solo 10 por parte de Sega. Para enmendar su error, en 1999 Sega sacó la que probablemente fue su mejor consola, la Dreamcast. Una máquina potente, con multijugador online y un catálogo de juegos espectacular. Pese a vender 36 millones de unidades, tampoco funcionó. La fama que había ganado Sony con su Playstation hizo imposible remontar a tiempo y en 2001 la compañía anunció oficialmente que renunciaba a seguir fabricando consolas para dedicarse en exclusiva al software. Pese a que ahora desarrolla juegos con bastante...
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...I have recently purchased a new cell phone. This cell phone is a Samsung Galaxy S Light ray 4G this one of the most popular android smart phones that my carrier have. I was in need of a new phone so I decided to treat myself to something nice. The price of the phone was $459 this is the average price of this phone since the phone just came out it offers so many details it was defiantly worth paying for it. All smart phones are rather expensive but they have so many different functions that they have to expand the price of the phones so a profit can be made. The product is a Samsung Galaxy S Light ray 4G this is a up to date Android Smartphone its able to bring live TV to the palm of your hand with the preloaded Dyle which is a mobile TV service that picks up special broadcasts of local TV channels, Dyle allows you to get programming anywhere you have your handset or Smartphone. I can enjoy movies and photos that shine bright it also have a 4.3” screen that is great for displaying. This Smartphone offers 1.36 GB of internal memory, 3.3 hours of talk time, 200 hours of standby time and 32 GB of external memory. The Galaxy S Light ray have 8MP camera with a LED flash so your pictures can be clear and you are able to get good pictures in the dark. This Smartphone is a 4G phone which allows you to receive mobile hotspot which allows you to share your connection with multiple devices on the fast 4G network. The Promotion is for all the price doesn’t change whether you are a...
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...Welcome to the Samsung Global Strategy Group I. Samsung Overview II. Introduction to the Global Strategy Group (GSG) III. GSG & You IV. Korea & Seoul I. Samsung Overview I. Samsung Overview (Revenue & Global Presence) Fast growth and vast global footprint Samsung Group Revenue ※ Billion US Dollars Global Operations 318 369,000 employees worldwide 510 offices and facilities in 79 countries 141 87 226 Electronics 80 Samsung 22 1997 2005 2012 4 I. Samsung Overview (Leading Products) 5 I. Samsung Overview (Leading Products) 6 I. Samsung Overview (Brand Value) Samsung ranked 9th among global companies in 2012 7 I. Samsung Overview (Total 29 Affiliates Companies) The Samsung Group consists of many different business units Electronics Industry Electronics Engineering & Heavy Industry C&T Corporation Engineering Financial Services Life Insurance Fire & Marine Insurance Samsung Card Securities Asset Management Venture Investment Chemical Cheil Industries Inc. Petrochemical Fine Chemicals BP Chemicals Total Other Companies Cheil Worldwide Everland Inc. The Shilla Hotels & Resorts Economics Research Institute S1 Corporation Medical Center BioLogics SDS Heavy Industries Electro-Mechanics Techwin SDI Display Corning Precision Glass Bioeps 7 Affiliates 3 Affiliates 6 Affiliates 5 Affiliates 8 Affiliates 8 I. Samsung Overview (SEC Biz. Division) HME : Health Medical...
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...SAMSUNG Q NO 1: Chooose an organization, identify and critically analysis its strategic marketing problems and opportunities ? Q NO 2 : As a consultants, examine strategic marketing alternatives available and recommend a suitable marketing strategic and realistic implementation plans that are consistent with the overall objectives of the organization ? Introduction World largest electronics company Samsung was began in 1969 in Suwon, South Korea as Samsung Electric Industries, originally manufacturing electronic appliances such as TVs, calculators, refrigerators, air conditioners and washers. The presented piece of work studies the performance of the SAMSUNG company in UK stock market, follows its progress and interesting events for the recent time as well as provides with financial statements, balance sheet and calculates figures required. First of all, the name and address of the company is presented. Secondly, they present the annual report of the company,share prices graphic in compare with other companies and share price graph for the past two years in his report company provided thelatest news and other information. Samsung Electronicsis the world largest electronic and technology company. Samsung make business of $117.4 billion in 2009. The headquartered of SAMSUNG is in SOUTH KOREA. It is the one of the largest South Korean company and the flagship subsidiary of the Samsung group. SAMSUNG Electronics is the global market leader in more than 60 products...
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...Samsung Case Analysis Lindsay Eddow Luxchmi Gill Jonathan Lee Carol Lin GBA 652: Marketing Seminar Professor Kevin Moncrief Fall 2014 California Polytechnic University Pomona Table of Contents I. Company Background 4 Values & Philosophy 4 Vision 5 Performance 5 History 5 The Samsung Philosophy 5 Samsung Electronics Co., LTD 6 Operations 6 Products 7 Design 7 Environmental Record 7 II. Issues / Problems 9 III. Company Goals, Objectives, or Drivers 14 IV. Constraints 17 Firm Specific 17 Industry Wide 19 V. SWOT Analysis 23 VI. Findings 27 GAPS 27 SHARED S/W 27 VII. Solution Options 28 1. Proposed Solution to Promotion Issue 28 2. Proposed Solution to Product Issue 28 3. Proposed Solution to Pricing Issue 28 VIII. Recommended Solution Option 30 Gantt Chart for Proposed Solution 31 References 32 I. Company Background Samsung Group is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul. For over 70 years, Samsung has been dedicated to making a better world through diverse businesses that today span advanced technology, semiconductors, skyscraper and plant construction, petrochemicals, fashion, medicine, finance, hotels, and more. It comprises numerous subsidiaries and affiliated businesses, most of them united under the Samsung brand, and is the largest South Korean chaebol (business conglomerate). Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over the next...
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