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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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