[Business and Management] -> [marketing]: Marketing Analysis of Samsung
Submit date:22/07/2007
Document level:Master
Language: English
Username:104859 (View other documents by this user)
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Keywords:marketing product price promotion placement

 

 
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Abstract:
We are highlighting the main points on Samsung Company. Our report will surely be fruitful for the marketing strategy of Samsung.

Samsung intends to earn world leadership and secure overwhelming competitive strength. It is synchronizing product development, sales, manufacturing, marketing and design. Samsung’s slogan “everyone’s invited” describes its broad target market strategy, with a vast line of products. According to our analysis, Samsung’s main strengths are its Global Business Network, Brand Name Credibility, MPR2 technology, TFT LCDs, innovative changes and new styles in Flatron and specially the quality awards that it has won since last two years continuously are positive points for Samsung. Samsung’s Sales and Service centers are in 4 different countries, with vertical sort of distribution system. Samsung can use its strengths as threats for other companies. It can easily raise its image by its quality products and promotional advertisements. Promotional activities can play a key role in capturing the market share for Samsung.

This report highlights four major points and is further sub-divided into parts, which is preceded by a brief abstract of its contents.

Part I presents the introduction and brief History of Samsung; Part II explains the main Strengths, Weaknesses, Opportunities and Threats of the Company; Part III shows the Target Market of Samsung; Part IV presents the Marketing Mix of the Company; Part V gives the Observations and Recommendations. All the things have been discussed according to Samsung’s presence Globally and particularly in accordance to Pakistan.
Introduction
Established in 1969, Samsung Electronics has emerged as a major player in the world electronics industry. The company consists of 4 main business units: the Digital Media Business, Semiconductor Business, Information & Communications Business and Home Appliances Business. It employs over 66,000 people in some 50 countries worldwide. Samsung Electronics is ranked 131st on the Global Fortune 500 List
Samsung is best known for the success it has had in the memory semiconductor industry. From 1992, Samsung Electronics is positioned at the top of the DRAM, semiconductor market. Since then, it has diversified its financial structure and is considered the number 1 company in market share for memory semiconductor chips, TFT-LCDs, CDMA mobile phones and computer monitors. It is also ranked number 4 by sales in the semiconductor industry and number 6 by units in the mobile phone industry.
Looking ahead, Samsung's vision is to become a leading company of the digital convergence revolution. The 21st century will be a time where the Internet, wireless communications, networked systems and contents will be united. Various forms of convergence technology that link conventional stand-alone appliances through networks will be developed.
In the new digital convergence age, core competitiveness will be determined by how companies develop networks from components to digital products. Few companies have the business structure to form this network in-house.
Samsung, however, is ready to lead in this Age as it will use its strengths in semiconductor, telecommunications and consumer electronics technology to develop innovative multi-capable products and create powerful networks that will empower the user for anytime, anywhere communications and a higher quality of life.

 
Catalogue:
TABLE OF CONTENTS
 Preface
 Acknowledgements
 Executive Summary
 Table Of  Contents
 Introduction
 Focus in Pakistan

 Chapter No 1: SWOT Analysis
• Strengths
• Weaknesses
• Opportunities
• Threats

 Chapter No 2: Market Analysis

• Market Orientation Stage
• Societal Marketing Concept
• Mass Customization
• Return On Marketing Investment
• How Samsung Influences Consumer Decision
• Marketing Mix
• References

 Chapter No 3: Target Market

• Segmentation

a. Geographic Segmentation
b. Product Segmentation
c. Consumer Market
d. Business Market

• Target Market Strategies
• Positioning
• References

 Chapter No 4: Marketing Mix

• Product

a. Product Mix
b. Product Differentiation Strategy
c.


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