www.samsung.

com

LOGO

Samsung Home Theater

Imagine

www.samsung.com

Samsung
Imagine

PRESENETED TO Shazif Iqbal

www.samsung.com

Group Members
1 2 3 4 5 M. Asim Riaz Khuram Shahzad Awais Naeem Shakeel Anjum Abrar Hussain

Samsun
Ima ine

083159 083268 083158 083277 083109

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Contents

Samsung
Imagine

Company History and Profile Company Environment

Segmentation

Marketing Mix

Conclusion

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History
19381938-1969

Samsung
Imagine

19701970-1979

Samsungs beginnings founding chairman Byung-Chull Lee started a business in Taegu, Korea, with 30,000 won. Diversifying in Industries and Electronics samsung laid the strategic foundations for its future growth by investing in the chemical, and petrochemical industries.

19801980-1989

19901990-93

Entering the Global Marketplace SAMSUNG's core technology businesses diversified and expanded globally during the late 1970s and early 1980s

Competing in a Changing Tech World The early 1990s presented tremendous challenges for high-tech businesses.

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History (Contd)
19941994-1996

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19971997-1999

Becoming a Global Force SAMSUNG revolutionized its business thr ough a dedication to making world-class pr oducts, providing total customer satisfaction Advancing the Digital Frontier Despite of financial crisis samsung continued growing due to its concentration in electronics and related services

20002000-2008

Present

Pioneering the Digital Age To continue with trend of digital age samsung has responded With the techno-logies, competitive products and constant innovation Present Samsung is continuing its winning journey by positioning itself as one of the world's recognized leaders in the digital technology industry.
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Product Mix

Samsung
Imagine

Mobile phones

Computers & Peripherals

Business Product

Televisions

Printers & Multifunction

Telicommunication

Audio and Video

Home Appliances

Set Top Box

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Social welfare programs

Samsung
Imagine

 Samsung engages in all the activities

that enhance the quality of life for its neighbours, childeren and low income people by funding community programs that address economic, social and cultural needs
 Since 1999, for five consecutive years, SAMSUNG has donated 10 million dollars each year to help and care for the needy people in our society. Especially, SAMSUNG donated 20 million dollars in 2004.

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Macro environment forces

Samsung
Imagine

Economic SocioSocio-cultural Demographic

Natural PoliticalPolitical-legal Technological

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10

Corporate Strategic Planning

Samsung
Imagine

Intensive Growth

Integrative Growth

Diversification

Diversification

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11

Strategic Alliance

Samsung
Imagine

Strategic
Alliance

Promotional Alliance
Samsung has promotional alliance with the phone tel Pvt. Limited, which directly promote its products

Logistic Alliance
It has logistic alliance with the DWP group

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SWOT Analysis

S
I i e

S
STRENGTH
Unique resources that company possess or activities that it does well

T
THREAT
Negative trends in the external environment

WEAKENESS OPPORTUNITY
Resources that company does not have or things that it does not do well Positive trends in the external environment

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.co

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SWOT ANALYSIS
STRENGHTS:

Samsung
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Catching the pulse of the consumer Brand name Focus on innovative products for high end R&D department Tapping into youth Vertical integration Weakness: Not proactively comming out with newer models
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SWOT ANALYSIS (Contd)

Samsung
Imagine

Opportunity:  Offer product variations  Distinguish its services from competitors Threats:  Energy crisis in Pakistan  Political instablity  Aggressive competitors like sony, LG  Ability of others to copy design (LG)
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Competitors

Sa s n
I a ine

   

Sony LG Philips Toshiba

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Level of Market Segmentation

Samsung
Imagine

Segment Marketing

Segment Marketing

Nich Marketing

Local Marketing

Individual Marketing

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17

Segmenting Consumer Market

S
I i e

GEOGRAPHIC

DEMOGRAPHC

PCYCHOGRAPHIC

BEHAVIORAL

Regions Cities Nations Countries States

Age Family size Gender Income Ocupation Income

Lifestyle Personality Values

Occasions Benifits User status Usage rate Loyality status

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.co

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Buying Situations

Samsung
Imagine

Straight Rebuy
samsung makes some of the decisions in straight rebuy through a approved list of business suppliers

New Task
Most of the decisions are made in the new task by offering open tenders to suppliers for its supplies

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Marketing Mix

Samsung
Imagine

Samsung home theater system

Product

Promotion

Place
Brand name Features Quality Packing Labelling

Advertising Sales promotion Public relation Personel selling Direct marketing

Price

Retail outlets Company outlets

List price Discount price

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20

Busines Unit Strategic Planning

Samsung
Imagine

Differentiation A
Cost leadership Strategy

B
Differentiation Startegy

C
Focus Strategy

21

Creating Brand Equity

Samsung
Imagine

1
Samsung has created a strong brand around innovation, cutting edge technology and world class design.

2
In a survey of the top 100 global brands, Business Week & Inter brand Consultancy have valued Samsung brand at $14.9 billion in 2005, making it the world's topmost consumer electronics brand, a position long held by more entrenched player Sony.

3
Our 20th rank in the Top 100 Global brands is a testimony of the transtrans-formation the company has undergone in the last few years.

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22

Product

S
I i e

HTHT-TX715T

HT-TX725 HT-

HTHT-TZ315

HTHT-Z220
www. .co

HT-TZ225 HT23

Product (Contd)

S
I i e

HTHT-TZ312T

HT-TZ425 HT-

HTHT-WS1R

HTHT-X810T
www. .co

HTHT-Z110T
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Advertisement

S
I i e

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.co

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Differenciation Strategy

Samsung
Imagine

Image Personnel Product

Samsung differentiates its products from its competitors in terms of cutting edge technology and world class design.

More than a quarter of all Samsung employees 42,000 people work everyday in research and development, and we expect that number to surpass 50,000 by 2010.

Samsung has crafted an innovative image in the minds of the consumers

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Competitive Strategies
Market Challenger

Samsung
Imagine

Defence Strategies Market leader

Position Defence Flank Preemptive Counterofensive Mobile Contraction

Market Follower Strategies

Counterfeiter Cloner Imitator Adapter

Challenger Follower Nicher

Marke Nicher
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Price

Samsung
Imagine

Product
5.1 channel HTS Home theatre system DVD home theater Upgrade your TV's sound Power and performance Home theatre surround 5.1 channel satellite speakers Single disc sound system

Model
HT-TX715T HT-X810T HT-Z121T HT-WS1R HT-TZ225 HT-TZ312T HT-Z210T HT-Z110T

Price
42,900 44,900 10,900 24,900 18,900 17,900 12,900 9,900

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Place

Samsung
Imagine

Macro Cash &Carry

Matro Cash &Carry

Lahore

Hyperstar

Abid Market

Samsung outlets

HKB

Hall road

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29

Outlets

Samsung
Imagine

 16 all over the

pakistan  10 in lahore

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Promotion Mix
Advertising
Samsungs desired image

Samsung
Imagine

Direct marketing

E Promotion mix

Sales promotion

Public relations

Personel selling

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31

Advertisement

Samsung
Imagine

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32

Conclusion
 Over 70 years dedicated in
making better world through diverse business  Leads the world market in high tech electronics, mft and digital media  Through its innovative, reliable products and services, talented people, a responsible approach to business, samsung is taking the world in imaginative new directions.
www.samsung.com

Samsung
Imagine

33

LOGO

Imagine

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