22020284 samsung electronics global

8/12/2019 22020284 Samsung Electronics Global

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SAMSUNG

ELECTRONICS:GlobalMarketing Operations

Group 4:

Alok GuptaModak Priy

Satendar Tokas

Sudeep Kumar Kundu

Vineet Dixit


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INTRODUCTION

1938 : Samsung conglomerate was founded and produced agriculturalproducts

1969 : Samsung Electronics Co.( SEC) was founded as a low costmanufacturer of blac and w!ite tele"isions.

19#$: Samsung ac%uired semiconductor business t!ereb& setting a stage forfuture growt! in Electronics.

198$: Samsung became a more compre!ensi"e electronics compan&'Started producing commodit& products lie s * C+s and

,icrowa"e -"ens.'Sold t!eir products to -E,s.'!e mission at t!is time was to pa& emp!asis on Manufacturing

Quality and Technical Leadership.


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1993 : Samsung started its first imitati"e of building a /rand 0ame as a

long term goal towards profitabilit& b& introducing t!e New

Management Initiative.

' ,a2or focus: o re"amp t!e initial image of t!e compan& from a

cheap OEM to a high value added product provider focussing

on nno"ation* 4remium 4roduct and /rand alue.

5$$5 : !e compan& recorded net profits of 7.9 billion on sales of .6

billion.

5$$3 : !e compan& was one of t!e most widel& !eld stocs among all

emerging maret companies.

,ission nd -b2ecti"e:

The companies mission at this point of time was to become one of the top

10 global brands by 2005 contemplating the companies transformation from

an Also-run into a Blockbuster Brand!


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Products ( in 2003)

ome Multimedia Mobile Multimedia

Personal Multimedia !ore !omponents


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Question

!at are t!e ingredients of SEC;s corporate turnaround strateg&< !at is t!e implication for

mareting+-0 :

?,anufacturing as a core competenc&

?o mae t!e plants competiti"e b& forcing t!em to compete wit! outside companies for

internal business

?o cut t!e cost to its minimum

?@leAible plant locations and +B facilit&

?o a"oid t!e commoditiDation trap SEC customiDed t!e production of its memor& c!ips

w!ic! resulted in t!e increase of its a"erage prices 1# abo"e industr& le"els

F++E @-CGS:

?e"eloping no proprietar& software and content (music* mo"ies and "ideo games) unlie its

ri"als pple and Son&?,a2or focus was on !ardware and collaboration wit! t!e content pro"iders.

4+-GC /+EF:

?Samsung;s product di"ersification differentiated t!e compan& from its competitors.


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4roduct +ange

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#$&4$&

Semi'ondu'tor Tele'ommuni'ations

Digital Media Digital Applian'es

Ot(er


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Question ,

Fow strong is t!e Samsung brand< Can Samsung pass Son& and become a top ten

global brandlobal ,areting -perations (>,-) w!ic!

de"eloped a corporate mareting program for Samsung brand outside Iorea.

!ere were t!ree ma2or teams in t!e >,- ? ,areting Strateg& eam* +egional

Strateg& eam and 4roduct Strateg& eam eac! wit! different responsibilities

' n 5$$1* under Iim;s leaders!ip* t!e >,- implemented t!e initiati"e to

consolidate SEC ad"ertising wit! a single global agenc&* @oote* Cone B

/elding(@C/) to deli"er a consistent brand message worldwide.

9,: !llocation of Mar)eting &esources

22020284 samsung electronics global

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