Samsung Company Overview Essay
• Founder-Lee Byung Chull in 1938 as Trading Company, South Korea as Samsung Electric Industries.
• Assembly plants and sales network in 61 countries
• 1988-merged with Samsung Semi-conductor and communications
• 2005- Overcame with Sony which was a big rival
• 2006-rated as 20th in the list of global brands
• 2009-overtook Siemens of Germany and Hewlett-Packard of USA, revenue of $117.4 billion to take no.1 spot as world’s largest technology company
• Samsung means “Tri-Star” or “three stars”, three means big and stars means eternity.
The underlying principle that defines our vision for the future of Samsung electronics is “Inspire the World, Create the Future”.
To inspire the world with innovative technology, products and designs that enriches people’s lives and contributes to a society responsible, sustainable future.
CHAIRMAN & CEO- Lee Kun Hee-
• Brand Ambassador-Aamir Khan
• Providing free content on mobile by collaborating with copyright owners of Bollywood Movies- Ghajini, Love Aaj Kal.
• Promotional offers like free entry to the show of “10 ka Dum”.
• Organizing contents like Samsung karaoke festival.
• Opening Samsung fan club for better customer relationships.
• Free online software updates, tutorials and customer service.
• Established many Samsung mobile stores to increase the visibility of brand.
• Also became a member of The Olympic Partner –TOP.
Each store of SAMSUNG is of similar design. They have same colors being used of white and blue in each store.
• Increased emergence of modern retail chains-problem as Samsung is investing in building a retail network across the country
• Due to increased price of inputs and continuing price erosion there is downtrend in consumer durable market.
TV’S, LED, LCD, REFRIGERATOR, MICROWAVE, AIR CONDITIONER,
SAMSUNG in India-
• Samsung electronics commenced its operations in India in December 1995.
• Two R&D centers in India- Delhi and Bangalore.
• 2010 achieved sales turnover of $3.5 billion.
• Market leader in LED TV’s and LCD TV’s and slim TV’s.
• India’s largest mobile handset brand.
• Leading in smart phone segment in India.
There are four main groups with 14 divisions-
MANAGEMENT AND EMPLOYEES AT SAMSUNG-
• 59000 employees.
• Development of employees strategic to success.
• Making rounds encouraged as key management practice.
• Profit focused
• Samsungs philosophy and goals-
BUSINESS PHILOSPHY AT SAMSUNG-
• Create the best products and services (retain its 1st position in the world).
• Contribute towards society.
• On the basis of human resource and technologies.
DEAL AND KENNEDY’S CULTURAL MODEL-
SAMSUNG is a big conglomerate company it has Work-hard, play-hard culture. It’s having rapid feedback/reward and...
Loading: Checking Spelling0%
Marketing strategy of Samsung mobile phone.9275 words - 37 pages The global communications industry has been changing during the past few years, and quite dramatically. Wireless communication, as a result, proves to be a hot area for telecom suppliers. Accordingly, the demand for handset products, from businesses to consumers continues to rise. The question is how handset manufacturers have fit their global marketing strategies to win widespread acceptance as competition intensifies. Thus, this analysis...
Equity, Cash Flow, and Notes Analysis Paper of Samsung Electronics1444 words - 6 pages IntroductionThe Chief Executive Officer for Samsung Electronics, Jong-Yong Yun, contacted our firm to request our service to prepare a financial overview for the record management team regarding the following segments: Statement of Changes in Owner's Equity, Statement of Cash Flows, Notes, and other Financial Information. The theme and goal for this company is to endeavor to become the best; through the spirit of excellence; however,...
Samsung8105 words - 32 pages 9-705-508 R E V : J U L Y 2 9 , 2 0 0 6 ________________________________________________________________________________________________________________ This case was prepared by Professor Jordan I. Siegel and Professor James Jinho Chang, Yonsei University. HBS cases are developed solely as the basis for class discussion. Cases are not intended to serve as endorsements, sources of primary data, or illustrations of effective or...
Entry mode strategies.917 words - 4 pages Advantages and disadvantages of Exporting. The advantages from exporting is that the organisation will have a quicker entry into the market and the levels of risk are subsequently lower. Exporting can be implemented via sales representative (direct) or an agent (indirect) that acts on behalf of the company and sells their products. The direct method of exporting, as opposed to indirect exporting, will benefit the company by gaining control over...
Verizon Wireless's Benefits Package2196 words - 9 pages Verizon Wireless may be losing at least one competitive advantage as a result of lack of knowledge about how employee benefits packages in the wireless industry compare. Studies have shown that valuable employees and top talent candidates are highly influenced by employee benefits packages considered to be good (Paterson, 2013). The leadership team’s determination and call for organizational growth, translates to both retaining current...
Strategic Analysis on Motorola Inc..8490 words - 34 pages Motorola Inc.April 2004TM 583 - Strategic Management of TechnologyProfessor Jack ProbstDan NelsonTable of ContentsI. Background Development 1History/Financial Portfolio 1II. Analysis of Current Situation 4Industry Environment 4Operating Environment 5Internal Environment 6Organizational Aspects 6Marketing Aspects 6Personal Communications Segment...
LG BMT2120 words - 8 pages Introduction:LG Electronics, Inc. is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing 87,000 people working in 113 locations around the world. LG comprises of five business units - Home Entertainment, Mobile Communications,
INFORMATION SYSTEMS IN ORGANIZATIONS2823 words - 11 pages COURSE: LEVEL 5 - BTEC HIGHER NATIONALS -COMPUTING AND SYSTEMS DEVELOPMENTMODULE: INFORMATION SYSTEMSIN ORGANISATIONSREPORT TO ESTABLISH THE INFORMATION NEEDS OF CHANRAIS SUPERMARKETDATE:...
Marketing Plan: iPhone Ultimate8845 words - 35 pages Marketing Plan: Apple's iPhone UltimateA Brief Overview of Apple Inc.Apple Incorporated is a manufacturing based consumer electronics and related software corporation. Headquartered in Cupertino, California, Apple develops, sells, and supports a series of personal computers, portable media players, computer software, and computer hardware accessories. Apple is also constantly involved in the creation of new technology concepts, suchas...
Toyota Way7186 words - 29 pages Do N ot Co py or Po st This document is authorized for use only by DINDIN SYARIFUDIN until October 2010. Copying or posting is an infringement of copyright. Permissions@hbsp.harvard.edu or 617.783.7860. S w 909M49 RODAMAS GROUP: DESIGNING STRATEGIES FOR CHANGING REALITIES IN EMERGING ECONOMIES Marleen Dieleman and Shawkat Kamal wrote this case solely to provide material for class discussion. The...
Swot analysis of Tesco plc2180 words - 9 pages Swot analysis of Tesco plc We all know Tesco as a food retailer, and we know that they are in constant competition with other retailers such as Sainsburys and Asda, yet we do not know much about what goes on beyond the shelves and the tills, the marketing plans and the day to day tactics that have to be devised to stay the number one food retailer in the United kingdom today. I am going to analyse Broughton Parks Tesco and their possible...
Analysis of Samsung Marketing and Brand Strategies
rodrigo | December 12, 2012
WritePass - Essay Writing - Dissertation Topics [TOC]
In this report we have evaluated the literature and actual brand strategies used by Samsung. Samsung Electronics Company is worldwide leading consumer electronics brands which have very high opponents in the same business field like HTC, Sony, Panasonic, and Nokia. With the help of its creativeproducts and services it is attracting lot of customers.
It was founded in 1938 by Lee Byung-chull as a trading company. In 1969 it establish and developed the different business to electronic market that make Samsung flourish into the world’s leading electronic brand. Samsung became the leading electronic manufacturers in Korea by catering to the international market. It makes Samsung to be a champion to international market with high-tech products. Later on in 1993 Samsung became the world’s best popular because of joined into the LCD industry.
Samsung set up its branding strategy by Chairman Kun Lee who planned to originate universal program to make Samsung to be an international brand in 1996. For increasing its brand awareness in the world, Samsung paid budget to the investment in marketing and branding and it’s about US 3 billion. (Business Week,2006)
In addition, Samsung has spend lot of money in sports for its brand image for example, for sponsoring in Olympic Games Sydney 2000, In Athens 2004 Olympic Games furthermore, Samsung also supported tools and distributed 14,000 cell phones during the games. Afterwards, Samsung has joined Yahoo Company in strategic marketing. In 2001, Samsung is to be voted to the number one in 100 brands by Business Week. To highlight on its brand awareness, Samsung encourage the official sponsor of Chelsea, the popular English Premier League football club in 2005. To continue to increase perception of brand Samsung became the official sponsor of 2010 Guangzhou Asian Game.
MEANING OF BRAND
Brand is the identity of a product, sign, symbol or design and how it describes to key points like customers, staff and partners etc.
Main goals which a good brand includes:
Conveys the message purely.
Convince the buyer.
For success in branding we have to concentrates on requirements and needs of customers. With the help of branding we can convince the customers to great extent.
Strategies of Branding
Developing a brand strategy can be one of the most challenging steps in marketing plan process. It plays a vital role in creation of company’s identity.
Brand Image of Samsung
Brand imaging is an essential tactic for company’s marketing plan and consumer behavior research (Dobni & Zinkhan, 1990). A clear image of a brand enables consumers to know about the brand, use the brand, and talk about the brand. All these factors are beneficial for the brand in identifying it from any rivals in the market. Good brand image strategies can lead to a good brand performance (Roth, 1995).
Brand image has three components:
- Product Attributes
- Customer’s benefit
- Brand Personality
The first expansion of brand image of Samsung Electronics Company was started in 1993. Samsung Electronics Company has driven into a new corporate identity by changing its logo from the basic black bold type letters of the word Samsung with red star signs at the side into white Samsung word on a blue color background (Spaeth, 2007). The blue background was designed to be an elliptical shape which gives an impression of modernization and advance. It is determined to agree that Samsung has succeeded in the development of its brand logo.
Gardner and Levy (1955, as cited in Park, Jaworski, & Maclnnis, 1986) once stated that the brand will be successful in a long term could depend on a company’s strategies of choosing a brand image and to maintain the image over time. Samsung has clearly proved that it has driven on the right track as the brand is now widely well known around the world with its reputation of global electronics brand
Its character obviously describes that it is a strong brand approximately innovation, cutting edge technology and world class design. To clear its brand image, it reinforces Samsung’s strong connection to the brand community to customer; besides, it reinforces its brand image of always being in leading position of innovation and design.
(Martin Roll,2006.The global bestseller Asian Brand Strategy (“Best Business Books 2006” by Strategy Business magazine)
Another powerful development of brand image of Samsung was to design an impression of the brand with global sport events. Samsung became the official sponsor of the wireless technology in the Olympics when Seoul was hosted in 1998. By representing its brand into sport events, the brand will be greatly notice by lot of consumers. Nowadays also Samsung is using the same strategy. Samsung has decided to become an official sponsor for Chelsea football club since 2005/6 season and it was the second largest sponsorship signed by Samsung since the Olympics Games (Jones, 2005). By doing this Samsung logo is now appearing on every shirt of Chelsea players and it can be seen as an impressive way to maintain image of the brand.
Slogan of Samsung:
In this year, Samsung informed its all-new brand slogan “Turn on tomorrow”, to chase of a better future. This new slogan started from mid of July a series of promotions was showed to every customer to improve Samsung’s new brand strategy.
Country of Origin
Samsung has been involved to promote the country image of South Korea since Seoul Olympics in 1988 (Nebenzahl and Jaffe, 1991). The company image has to focus on the “country-of-origin” known as COO which is highlighted the impact of purchase behaviors (Martin and Eroglu, 1993). The perceptions of consumers on Korean products as overall image are still not considered as “high quality products” but known as a “good value products” (Nebenzahl and Jaffe, 1991).
Samsung mission is to continue to become a world’s leader of digital convergence with the number one market share of most products segments. ( Ilse Jurrien, 2005). Samsung ambition is to boost sale volume in every segments of product.
In addition, Samsung objective is to stand on top of the world ranging electronic market; accordingly, it has team which is named as “Global marketing team”. This team separated from another part and divided in to three layers that are:
- Product strategy team
- Marketing strategy team
- Regional strategy team.
Product strategy team
In Product strategy team managing market research , collection the information and analysis data of competitors in daily task.
Marketing strategy team
Marketing Strategy team’s main responsibility is to expand global marketing strategy for example to present the core message that Samsung want to communicate to customer and every promotional activities to international-wise.
Regional strategy team
Regional strategy team’s main job is to move the task from Marketing strategy team and managing to different regional. One attempt that appropriate in the United States does not mean that it would success in other countries. Regional Strategy team’s duty is to recover strategy concerning in regional demographics.
Market Driven Change
In earlier days Samsung’s attempt was promoting in own way that resulted in confuse information and obscurity brand image that make consumer confused in company. Afterwards, the blockbuster launched movie called “The Matrix” and Samsung have the opinion of that it was a perfect time to improve brand image under slogan “Digital All-Everyone’s Invited”. Moreover, Samsung choose to corporate with Warner Brother for product placement at “The Matrix”. Samsung’s important place on customer’s insight to new product development method. (Kinda,2008)
Samsung has changed and emphasizes on the high-end target group and business which means Samsung spend budget to promotional in niche market like the main competitor’s Sony. That directly affects the brand image in high-class value and to certify higher margins and efficiency. (Business weekly,2002)
Large-size LCD Panel
LG Display, AUO
Hard disk drive
Meaning of Brand Value
The success of brand is the goal pursued of companies whose attempting to lead the market. Brand value is one of significant criteria that enhance branding of the company. The uniqueness of the brand is influenced consumers in both directly and indirectly, hereby improving the company value (Melewar and Karaosmanoglu, 2006). The strong and successful brand was able to dominate and persuade decision making of consumers.
Samsung ranks 19th in the Top 100 Global brands in 2009 to 2010. That shows Samsung brand value up 11 percent from year earlier, according to annual report by global branding inter brand. The reason for this success is Samsung approach to develop in marketing strategy for different regions; moreover, to increase in perspective in brand, Samsung sponsored in Olympic Games and other sports such as sponsor Chelsea Football League in England, sponsored Texas motors speedway. (Interbrand,2010)
The growth of Samsung’s brand value is always put main emphasis to response demand and approach to experience in customers. Moreover the company focused on every detail of their brands, develop products, cohesive identities compatible in every products, every market round the world and every communicate to customers.(Business Week,2008)
To expand an integrated method to endeavors, the context of brand has to change to adopt culture, expertise and organizational systems include products, if senior management is using these assets and ability effectively (Doyle, 1998)
Strategies adopted by Samsung:
- Creating Identity of the Brand.
- Reaction from rival’s
- Cost involved in repositioning of brand
- Research and development
Best global brands of 2010
According to the table of Brand Value in Global brands in 2010,
Samsung was stable in rank 19th in last year and current that show it can manage marketing strategy in good brand value in crisis economic situation. In term of Sony the main competitor, in the chart of Brand Value showed it rank is up from 34th to 29th in 2010 ;nevertheless, Sony still stay behind of Samsung. And in Change of value Sony is -5percent and Samsung is 11 percent.
The reason of achievement to be in global brand of Samsung are many strategy that company chosen; for example, Samsung considered to customer experience that make it placed 2nd after Coca-Cola sponsorship in Olympic Games. Samsung assemble the organization for brand building and the key of brand building is employees and consumers. The employees received the emotional benefits from pride in being associated with the sponsorship and direct connection to the Olympic activities. In term of consumers, Samsung provided a new experience to the customers; for instance as a part of Samsung’s brand proximity program it put up in Olympic [email protected] Samsung, The Athens Olympic Sports Complex located in a 1,064 square meter entertainment complex which was a central company place for athlete, their families and viewer coming to the Games. The [email protected] give a wide range of activities; for example, the customers were received the opportunity to try out Samsung’s revolutionary products by themselves.
In term of Samsung company has position the brand position as innovation, cutting edge technology and high-class design. In marketing plan, Samsung created team of global marketing to develop to assign the identity of products. The design of product is the important part to attractive to consumer to purchase. Samsung present the different of leading of electronic to innovation, high-end and focus on niche market. In addition Sony focus on high-end and niche market according to, the group assessment that show in perceptual map.
In growing competition and more require consumer that CEOs facing these day, they have to know how to created more value into products and services because of nowadays, there are many competition, fast innovation and more demanding consumers. (Court et al.,1999)
According to, Samsung has developed technology to standing in leading of electronic market; for example, Samsung is the first brand of Thinnest Blue-ray player in 2009, Released the world’s first infrared video phone in 2009. That make Samsung is the No.1 in customer loyalty for 8 years in succession by Brand Keys of the USA
To created more value into Samsung product, the company chosen to communicated in campaign that satisfy with slogan; moreover, Samsung has joined the campaign with the movie call “The Matrix” to customer perspective in brand image is innovative and high technology. The company chooses the right time and right place to show the way of company.
The campaign in advertising, Samsung show the high-end and luxury design to the Television commercial. That makes customers absorb brand image of Samsung and effected to brand value in consumer’s mind.
Samsung continue to purchase budget to promote brand in advertising campaign and continue to sponsor in the Olympic Game. Samsung be concentrate in strong of brand image including selecting the distribution channel, to research and developing the products, creating the new technology to be the number one of the electronic world.
After evaluating the brand value, position and image the next step is the customer perspective of Samsung we get this information from different websites. The evidence shows that Samsung attracted lot of customers it creates a very good image in customer’s mind. In most of products and Brand value range confirms that the customer is trustworthy and satisfied with the brand. In eco-friendly blue earth phone are also embedded with solar panel which helps in making .Samsung growing up from 4th to 2th in mobile market share. The design of product of Samsung emphasis to approach the customer insight is very effective. Nowadays mobile phone is not used only for communicating purposes but also use as fashion accessories with latest models and technology. The customers require the mobile phone for self-image which includes design, function and reliable of product. Samsung come to stand in customer’s mind and gain more market share from its main competitor Nokia. (Business Time, 2010)
Strengths of Samsung
- CDMA Handset market
- Brand Position
- Product Quality
- Horizontal Integration
- Core Competence
- Distribution Network
Samsung has created lot of attraction among customers during last year’s and nowadays also by using different marketing strategies. The main goal of CEOs is to drive their brand to worldwide which shows that Samsung have good management of and intention to identify their brand to global whiles improve and develop the products among to premium quality with main competitor is Sony. The marketing strategies help to contribute to be a good brand image such as to sponsor in Olympic game; including, product placement in the movie. Samsung concerned to the environmental and launched the products that are eco-friendly.
Tags: apple, brand identity, free essay, HR, HTC, marketing strategy, nokia, samsung, samsung brand strategy, Samsung Electronics ltd., samsung marketing strategy, sony, Sumsung
Category: Free Essays, Marketing