SAMSUNG CORPORATION

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1 DESIGN THAT PERFORMS

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PREPARED BY:- SNEHASHISH MUKHERJEE SA-1 ROLL NO – 65 2

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ABOUT THE COMPANY HISTORY The Samsung Group was founded in 1938 by Lee Byung-chul (1910-1987). It was incorporated in 1951 as Samsung Corporation. The meaning of the Korean word Samsung is "Tri-Star" or "three stars". Samsung Electronics was founded in 1969 in Suwon City South Korea as Samsung Electric Industries originally manufacturing electronic appliances such as TVs, calculators, refrigerators, air conditioners and washers. CORE VALUES In everything we do, we strive to help people live better lives. VISION AND MISSION SAMSUNG is dedicated to developing innovative technologies and efficient processes that create new markets, enrich people's lives, and continue to make Samsung a digital leader. 3

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4 KEY BUSINESS AREAS CONSUMER ELECTRONICS TELEVISION & LCD TV’s MOBILE PHONES MP 3 & AUDIO/VIDEO CAMERAS & CAMCORDERS HOME APPLIANCES INFORMATION TECHNOLOGY LASER PRINTER & MULTIFUNCTIONS SEMICONDUCTORS

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5 MANAGEMENT Mr. Doh-Seok Choi has been Samsung's president since 2001 and the company's chief financial officer since 1999. Chairman: Lee Kun - hee Headquarters Seocho Samsung Town , Seoul , South Korea

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6 FEW COMPETITORS OF SAMSUNG

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7 MARKET ANALYSIS GLOBAL MARKET SHARE GAIN OF SAMSUNG

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9 MARKET SHARES OF SAMSUNG IN CONSUMER ELECTRONICS

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10 SAMSUNG GLOBAL REPRESENTATIVE MAP

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11 DISTRIBUTION NETWORK OF SAMSUNG Factory Regional distributing center Branch warehouse Direct dealer Modern retail/ Exclusive stores & Samsung digital plazas Distributor Sub - Dealer Consumer/Customer Original equipment manufacturer/vendor or supplier

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12 WHAT IS MARKETING ? M arketing deals with identifying and meeting human and social needs profitably. WHAT IS INTERNATIONAL MARKETING ? I nternational M arketing deals with identifying and meeting human and social needs globally & profitably or we can say reaching the international market and peoples to expand the brand identity.

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13 INTERNATIONAL MARKETING STRATEGIES OF SAMSUNG PRODUCT LIFE CYCLE OF SAMSUNG MOBILES Introduction Growth Maturity Decline Beat 450 Ultra Touch wiz Omnia Next Is What?

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14 PRODUCT LIFE CYCLE 2 OF SAMSUNG TV Introduction Growth Maturity Decline Introduction Growth Maturity Flat Television Ultra Slim Fit TV

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15 INTERNATIONAL MARKETING STRATEGIES OF SAMSUNG STP APPROACH OF SAMSUNG SEGMENTING Segmenting is the process of dividing the market into segment based on customer characteristics & needs. Segmenting consist of: 1. Geographic segmentation 2. Demographic segmentation 3. Psychographic segmentation

TARGETING : 

TARGETING Targeting is the process of focusing on a particular market with a particular product . LOCAL MARKET TEIR 1 CITIES TEIR 2 CITIES NICHE MARKET

POSITIONING “Digital technology leader”: 

POSITIONING “Digital technology leader” In 1990 group chairman , Kun-Hee Lee(Lee), initiated transformation from a low-end OEM into a world-class electronics company and now Samsung came to be perceived as a company with exciting product portfolio. TOP Olympic Sponsor for the 2008 Beijing Olympics and Olympic Partner for the 2008 Olympic Torch Relay. Manavjit Singh Sandhu was its Olympic Brand Ambassador and launched the program 'Spread the Olympic Flame'

POSITIONING “Digital technology leader”: 

POSITIONING “Digital technology leader” APPOINTS OLYMPIC GOLD MEDALIST ABHINAV BINDRA AS BRAND AMBASSADOR FOR ITS CONSUMER ELECTRONICS BUSINESS APPOINTS AAMIR KHAN AS ITS BRAND AMBASSADOR FOR MOBILE PHONES New, spunky, tagline - 'Next is What ?'. It is being used in all of 'Samsung Mobiles' communication material.

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19 FINANCIAL PERFORMANCE OF SAMSUNG 2007 Financial Overview AMOUNTS IN BILLIONS WON DOLLARS EUROS Net Sales* 161,847.4 174.2 127.2 Total Assets 284,165.5 302.9 205.7 Total Liabilities 180,833.2 192.7 130.9 Total Stockholder's Equity 103,332.3 110.1 74.8 Net Income* 12,873.7 13.9 10.1

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20 CONCLUSIONS INITIATIVES TAKEN BY SAMSUNG TO PROMOTE CSR Making CFC gas free compressors. Making the home appliances 5 star rated. Launching freshtech refrigerators in the market. Launching televisions with easy view technology.