...| Samsung Case Study | | Proctor and Gamble Group | LG | Laine Norton Molly Gottschalk John Havlat Patrick Johnson Lucas Wright Xihui Yan | | Managerial Marketing GRBA 813 Dr. Saini September 24th, 2012 Corporate Turnaround Samsung Electronics Company has achieved a remarkable turnaround over the last two decades. Before the 1990s, Samsung was not highly regarded, and struggled with their brand identity and value. Samsung was known as a low cost Korean electronics brand that manufactured consumer VCRs and televisions. The entire company, as well as their products, did not compete well with industry leaders such as Sony for top-of-mind brand awareness. Several key actions instigated corporate and product improvements since this time. Beginning first with personnel, the Chairman of the company (Kun Hee Lee) started the first movement within that would ultimately lead to their current lucrative position. Lee determined, in 1993, that Samsung could reposition itself as a first-class electronics brand that could distribute products world-wide. Lee wanted to commit Samsung to long term goals and results and transform the company away from commodity based products, and instead produce luxury electronic items that would be highly innovative. At the time, electronic companies could venture into two different routes: software or hardware. The outlook for software development was very good in the 1990s, but Lee chose the route for developing...
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...Unit 3 P1 I am going to describe how marketing techniques are used to market products and evaluate the effectiveness in two organisations (Sainsbury and Samsung). These companies use marketing techniques such as branding, relationship marketing and growth matrix. Branding Branding is very important to marketing because it helps establish a product in a market and build the brand. Most brands have certain things that make them noticeable like a logo or a slogan for example Samsung has their name in bold writing on their products like phones and TV’s and Sainsbury also use their name they do this so people will know what product they have, is known for its orange colour and name also one of their many slogans “live well for less” they have been massively successful, their logo is recognized very in the U.K. Sainsbury’s has made strong uses of is the color and text. The color and text is smooth and comforting, and when these colors are seen, they make you think of Sainsbury’s which make customers think that of their cheap and good quality products. All Sainsbury’s products have the logo on it even the bags so when someone has a Sainsbury’s product they know that their product are from Sainsbury’s and therefore it acts as advertising which is very successful. Both companies take their branding very seriously and both have similar logos however consumers recognise Sainsbury’s most of the time because of their colour and slogan * Live well for less *...
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... Usman Zahid. Assignment title: Promotional Plan. 1. Project Title: “Samsung as android in the mobile market”. 2. Executive Summary: Samsung has made them noticeable as one of the most innovative and quality brands in the electronics industry and especially in the mobile market. Samsung strives to be sustainable and achieve competitive advantage by remaining at the forefront of the digital market. Samsung policy is "We will devote out human resources and technologies to create superior products and services thereby contributing to a better global society”. In today’s digital era, speed is the essential competitive as new technologies constantly introduced to the mobile market. Thus, Samsung spend lots of effort in expanding their R&D center and testing their new devices to make them issue free. Samsung Mobile has become one of the world's leading android mobile phone producers. Since Samsung Mobile bought android technology in the mobile market, they have developed and come up with better technology and hardware in their mobile phones that have made them the android mobile market leader. Samsung has introduced many android phones with low price and high technology. Although Samsung Mobile has been very successful, they have a few issues that need to be looked at in order for them to stay up to date and maintain long term profits. Problems that have been identified with Samsung Mobile are; increased competition means decrease in Samsung's profits and market...
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...SAMSUNG : REDEFINING A BRAND CHAPTER 1 INTRODUCTION 1.1. Background Samsung is one of the world’s premium electronics manufactures. The estimated value of Samsung brand had risen from US$6.37 billion in 2001 to US$10.85 billion in 2003. A major factor behind this impressive growth had been Samsung’s effort to redefine itself as a vendor of cutting-edge, “gee-whiz” consumer technology. Samsung believed that repositioning the brand is a vital to the company’s future success. While the Samsung had become more familiar and more favorably regarded among consumers, it still carried many strong associations with the company’s past, when Samsung’s consumer product line consisted primarily of low-to mid-range products sold at affordable prices via a hodgepodge of retail channels. Largely for this reason, many North American and European consumers still saw the company as a follower rather than a leader in bringing new consumer technologies to market. So that senior executives in Samsung’s head office believed that much work remained to be done in their effort to redefine their brand. 1.2. Business/Industry Situation Internal : What’s Samsung facing today is how to increase the level of quality brand of Samsung, including the prices and products, and the best distribution that can help brand-building of the company. Now Samsung faced several situations in order to enhance brand-building, especially in Canada. Samsung has been known as a big electronics company, has a reliable...
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...INTRODUCTION The case is about the Samsung Electronics Co. The Samsung Group is a multinational conglomerate corporation headquartered in Samsung Town, Seoul, South Korea. It is the world's largest conglomerate by revenue with annual revenue of US$173.4 billion in 2008 and is South Korea's largest chaebol. The meaning of the Korean word Samsung is "Tri-Star" or "three stars". Samsung Group formed several electronics-related divisions, such as Samsung Electronics Devices Co., Samsung Electro-Mechanics Co., Samsung Corning Co., and Samsung Semiconductor & Telecommunications Co., and grouped them together under Samsung Electronics Co., Ltd. in 1980s. SAMSUNG’s aim is to develop innovative technologies and efficient processes that create new markets, enrich people’s lives and continue to make Samsung a trusted market leader. Today, Samsung Electronics global presence includes a total of 111 subsidiaries in the form of production subsidiaries, sales subsidiaries, distribution subsidiaries, research laboratories and eight overseas business divisions representing North America, Europe, China, Southeast Asia, Southwest Asia, Central and South America, CIS, the Middle East and Africa. The Samsung Electronics Co. invited us as a consultant to design strategy for its company. Our team will be responsible for making a report on the company that will contain a detailed analysis of the company and then formulating strategy for Samsung. The case was presented in front of us that describe...
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...it easy for me to write this dissertation. Executive Summary Marketing design and innovation has gained massive relevance in the electronic industry where competition has reached the cut-throat levels. The Smart TV industry is one of the most affected industries where firms are fighting to retain their competitiveness. Samsung Smart TV is one of the products that have found themselves in this competitive environment. The marketing team of Samsung has been coordinating closely with the production unit to ensure that the design, colour, shape, and functionality of the product meet the needs of the market. The marketing approach taken by the firm must be innovative enough to appeal to the emotions of the customers in order to influence the buying decision. Strong brands are very helpful in such competitive environments. Table of Contents Acknowledgement 2 Executive Summary 3 Introduction 5 Critique of Television Sets Features, Benefits and Values 5 Critical success factors, phases of innovation, and timeline 7 Analysis 7 Comparison of Leading Brands of Television Sets and Their Design Factors 7 Design and Innovation of Smart TV 9 Product and service process 10 Shape, colour, design, imagination, relevance, and usefulness 10 Style, form, reparability, conformance, performance 10 Gestalt ratio 11 Market...
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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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...1993 the Fonder and C.E.O unveiled what he called “New Management” a top-to-bottom strategy for the entire company. The goal of the new management was to make Samsung become a premier band that would dethrone Sony as the biggest consumer electronics firm in the world. The first step that Samsung took to become cutting edge product leader was new product development which was defined by Kotler and Armstrong as development of product, product improvement, product medication and new brand through the firm product development. Samsung implemented this by hiring a new group of young designers who creates sleek, bold, innovative and stylish product targeting high-end users. They then went a step further by Product testing Marketing which is also defined by Kolter and Armstrong whereby every product had to pass the “WOW” test, if it did not get a “WOOW” reaction during the market testing, it went back to the design studio making Samsung conduct integrated test of product and its entire marketing program-targeting and positioning strategy, advertising, distribution, pricing, branding and packaging and budget levels providing management the information needed to make a final decision about whether to launch the new product or going back to the studio. With the use of Positioning Commerzials Samsung abandoned low-end distributers and they decided to choose to work with specialty retailer such as Best Buy and Circuit City. 2. I believed Samsung process all these three approach since...
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...Samsung Segmentation and Target Market Paper Samsung Segmentation and Target Market Paper Positioning Statement The world has started to take on a healthier lifestyle. Watching what we eat and making sure to incorporate physical activity daily. In order to maintain these numbers many people have started to use technology to record the calories burned as well as monitor their heart rate while working out. Most people have a heart rate monitor and then have to record their information manually to another program in order to keep track of how well they are doing. Samsung has met with this issue by including a Smart watch called the Gear and the Gear Fit in which connects to its Samsung Galaxy 5 and automatically records information from your work out. The company has also included many other features that go along with the use of both its smart phone the Galaxy 5 and its Smart Watch the Gear and Gear Fit. Samsung has cornered the market with this innovative smart watch introducing a new way to stay fit and get healthy and making it easier to maintain records of all of your fitness endeavors. “Introducing Samsung’s first network-connected wearable.** So now you can make and answer calls when your phone isn’t nearby. You can also check texts, emails, updates— even stream and listen to music, right from your wrist.” (Samsung, 2014) Background “At Samsung, we follow a simple business philosophy: to devote our talent and technology to creating superior products and...
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...high successful iPod and iPhone products, as well as its growing MacBook and iMac personal computing products, Apple’s is known for its high quality electronics. Like Apple, Samsung Electronics is also profiting off its smartphone product line. Based in Seoul, South Korea, Samsung Electronics is led by CEO Geesung Choi and the company is ranked 5th globally in market capitalization. With the release of its Galaxy SIII in 2012, Samsung is proving to be a very strong competitor to Apple, although it still has a long way to go to catch up. Neither Apple, nor Samsung Electronics is unionized. Both companies also distribute their products the same way; both directly and through retailers. When looking at the strengths for Apple, it’s easy to see why they are one of the most profitable companies in the United States. In March of 2012, Apple’s stock reached the $600 mark, which gave them a $560 market capitalization (Kessler, 2012). This is more than double than Wal-Mart’s $210 billion market cap (Kessler, 2012). For a company that was on the verge of bankruptcy in the 1990’s, I find these numbers to quite astonishing. Having such a high value allows Apple control the music and book markets, as record labels and book publishers work with Apple to set prices. I believe this is a great strength for Apple that will help keep Apple on top for many years to come. In order to get to this this large market cap, I believe that Apple’s greatest strength, Brand Loyalty, is what makes...
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...Marketing Management I Paper on “If I were the CMO of HTC” By Prashant Nair Why I chose HTC HTC is a company which was on par with the likes of Samsung mobile till 2010. Since 2011, HTC has lost a majority of its market share to Samsung and other competitors. The major reason behind this was the management’s blind eye towards the marketing front. HTC is known to be a highly innovative company coming up with a good mix of robust yet stylish smartphones. The company believed that its cutting edge technology would be enough to sell its phones. HTC has an array of superb phones, but, the general consumer may not remember even one of these phones. Every year there are at least 2 or 3 HTC phones which make it to the top ten lists for the year. Still, the recall value for HTC is nowhere near the same for Samsung or for the Apple IPhone. There are ample reasons to believe that a more aggressive marketing strategy could have helped HTC to grab a major chunk of the market share. History of HTC HTC Corporation is a Taiwanese manufacturer of smartphones and tablets. It was founded by Cher Wang, H.T. Cho and Peter Chou in 1997. HTC began designing some of the world's first touch and wireless hand-held devices in 1998. The...
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...Favorite Brand Paper Apple is one of the largest and most successful companies in the world. Apple is known for making easy to use and extremely sought after electronic devices such as the IPhone, the IPad and the iPod. Apple connects with consumers of all ages by providing reliable products and excellent customer service, both in their retail stores and through their telephone support line. This type of service builds brand loyalty. They take great pride in the ability to provide product differentiation, market availability, and for getting the upper hand on setting prices. For years Apple was a distant second to Microsoft in terms of their operating system use and sales. However with the launch of a massive advertising campaign a few years ago, made Apple environmentally responsible, put them in an important place in the lives of consumers, and made the brand cool for all ages. According to Perreault, Cannon and McCarthy, “Marketing is the performance of activities that seek to accomplish an organizations objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client” (2009, p.6). Where Apple has evolved and is keeping up with what consumer’s demand of the latest electronic devices, Microsoft has not and their products lack style and are not easy to use. There are several reasons to be passionate about this brand. They market their product very well. They sell good quality electronic devices...
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...Product leadership Samsung and Apple Samsung has been searching for an answer for the hugely popular iPhone since the smartphone-boom exploded in 2007 with the launch of the first iPhone. The answer came in the form of the OS Android. Samsung decided to walk hand-in-hand with google and released the first galaxy s phone in 2010, to compete against the industry giant, Apple. Since then, the industry has matured. And Samsung, from having a small smartphone market share in 2010, has accomplished an amazing feat in such a short span of 3 years as they have grown to even outsell apple in 2013. The reason for their success is Samsung’s innovation. Samsung has always been recently shifting heavy attention on product innovation. It has shown its innovation in its flagship models the galaxy series where the S1 to the S4 and the addition of the Note series to address the niche Phablet market. Also, Samsung has been looking out of the box. The current flagship model, the galaxy S4, has features that puts it in a league of its own. In the survey we conducted, when asked about whether which company produces better smart phones, Samsung pulled ahead with a majority of 58% while apple is close behind at 31% and the rest of the brands make up the remaining. This results state that the industry giants would be Samsung and apple. However Samsung has taken over apple in terms of sets sold in 2012, and has remained on the throne so far. Innovation and Product leadership Smartphones are ever-changing...
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...Recommendation Project: Samsung Group and Samsung Electronics MBA6004 Foundational Skills for Business Leaders Abstract This paper analyzes how Samsung can continue to maintain a competitive advantage over its competitors by incorporating social networking sites such as Instagram, Twitter, Pinterest, and Vine into its social media strategy. Samsung has a long track record of excellence and continues to be a powerful and reliable brand to millions of users. Presently, Samsung is marketing primarily through YouTube and television ads. Yet, with the rapid changes in technology, Samsung’s use of Instagram, Twitter and other social networking sites can allow the business to take its brand to significant levels. Taking advantage of multiple social networking sites can not only help Samsung maintain a competitive edge, it will allow the company to maximize its business and foster real brand advocates and loyal customers. With the undeniable popularity and rapid expansion of Instagram, Twitter and other social media sites, the benefits would be significantly worth Samsung using these platforms as a part of its social media strategy. The History of Samsung Samsung is a multi-million dollar technology company founded by Lee Byung-chul as a trading company in 1938 which sells everything from televisions to cell phones, to appliances and other commodity products. Samsung first made its way in...
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...of marketing management of Samsung Academic subject: International Business Word count: 1515 Today, Samsung has become one of the leading brands in TV sets and mobile phone all over the world. (Wreden 2004). However, twenty years ago, Samsung was a small company and it only occupied a small market share in Korea. The purpose of this essay is to analyze the efficiency of marketing in the Samsung. The meaning of efficiency in marketing management is that companies make right strategies to provide maximum revenue. This paper will use the method called “4P” to analyze the efficiency of marketing in Samsung Company. “4P” stands for Product, Price, Place and Promotion. Firstly, it introduced what they have done in products. Specific are high quality products and analyzing customers’ predilection and right life cycle make this company efficient., Secondly, they made corrects pricing decision which improve their distribution efficiently After that they selected some efficient distribution channels which help Samsung save more money than before. In the fourth part, they use efficiency promotion methods to publicize their goods. These four parts show that Samsung has done an efficient job in marketing. However, there are still some potential problems such as changing prices in short term and improving customer services. These problems have perhaps wasted the company’s money or brought unsatisfactory effect in Samsung. Samsung has formulated three main...
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