INTRODUCTION Samsung is a South Korean multinational company headquartered in

Samsung town, Seoul.

Samsung was founded by Lee Byung-chul in 1938 as a trading company.

 Over the next three decades, the group diversified into areas including food processing, textiles, insurance, securities and retail. 

Samsung entered the electronics industry in the late 1960s

By 2004 Samsung was the world's-largest manufacturer of OLEDs, with a 40 percent market share worldwide, and as of 2010 has a 98% share of the global AMOLED market.

Samsung's flagship mobile handset line is the Samsung Galaxy S, which many consider a direct competitor of the Apple iPhone. It sold more than one million units within the first 45 days on sale in the United States.

Samsung Electronics has been the world's largest memory chip maker since 1993. In 2009, it started mass-producing 30 nm-class NAND flash memories.

In 2009, Samsung sold around 31 million flat-panel televisions, enabling to it to maintain the world's largest market share for a fourth consecutive year.

1. Samsung Electronics(the world’s largest information technology company  measured by 2012 revenues, and 4th in market value).

2. Samsung Heavy Industries(the world's 2nd-largest shipbuilder measured by 2010 revenues).

3. Samsung Engineering & Samsung C&T(respectively the world's 13th and 36th-largest construction companies).

4. Samsung Life Insurance(the world's 14th-largest life insurance company).

5.  Samsung Everland (operator of Everland Resort, the oldest theme park in South Korea).

6.  Cheil Worldwide(the world's 15th-largest advertising agency measured by 2012 revenues).

NOTABLE SAMSUNG INDUSTRIES

NATURE/VARIETY OF PRODUCTS

The company focuses on four areas: digital media, semiconductor, telecommunication network, and LCD digital appliances.

The digital-media business area covers computer devices such as laptop computers and laser printers; digital displays such as televisions and computer monitors; and consumer entertainment devices such as DVD players, MP3 players and digital camcorders; and home appliances such as refrigerators, air conditioners, air purifiers, washers, microwave ovens, and vacuum cleaners.

SAMSUNG’S PRODUCTS

DATA COLLECTION METHODS USED

Primary data is the data collected by the researcher observation case studies questionnaires

Secondary sources are data that already exists Previous research Official statistics Mass media products Government reports Web information Historical data and information

MARKETING STRATEGIES Marketing Mix of Samsung – Samsung has reached

unbelievable heights with its smartphones, which helped the brand to become a symbol of quality and reliability for its consumers.  

Besides the product, Samsung is famous for its customer service (Samsung has one of the fastest product services). Though, product variation is the most powerful aspect of the marketing mix of Samsung.

Samsung approaches different promotional tactics to make customers buy the product.For instance, quite often, Samsung introduces discounts, sponsors events, engages with national and worldwide festivals, etc.

Samsung is known for being a sponsor giant. Current sponsorship of Samsung is Sydney Opera House, Australian Olympic Team, NSWIS Awards, Oceania Foundation, etc.

SAMPLE SURVEY

NEWS PAPER ADS

SEGMENTATION

TARGETING

What is innovation to Samsung ?“Technology is meaningless unless it is accessible,

usable and simple. That is at the heart of Life Share, the ambition to make technology of real value in the everyday. We do not deliver innovation for innovation’s sake. We have made a shift from product-focused innovation to people-focused innovation,”

What was the best innovation according to you ?  The new category of phablet with our GALAXY Note,

and opened the new era of wearable devices with the Gear series. The GALAXY Note was our answer to consumers, who wanted one do-it-all device to satisfy all of their needs when on the move instead of bearing the pain of carrying 3 or 4 devices all at once. The Samsung Gear helped our consumers to be connected 24/7, regardless of where they are.

QUESTIONNAIRE

What type of consumer does Samsung target ?“agile consumer – real people, in the real world, whose

behavior has been fundamentally transformed by technology.”

What is Samsung doing to meet the demands of the agile consumer today ?

“Life Share,” says Ms. Lee. “As well as a marketing strategy, Life Share is a business ethos. It demands us that we deliver products to enhance people’s lives.”

What is Samsung’s motto?To win the hearts of consumers who care and yearn for

something valuable, brands have to care about the future as well, she said. “It is about being committed to helping shape a better world for everyone. And that is what Life Share is about, not simply moving technology forward but generating the ideas that can make the most of it, the ideas that exploit technology better so bit by bit we make this world of ours a better place.”

CONCLUSION

Samsung is one of the best companies in the electronics industry.

Its at the forefront in the race of innovations. Samsung has played a key role in the world of

technology. It was founded 47 years ago and now it has 307,000

employees working for it. Samsung, the world's 15th-biggest company by market

value as of yesterday and the first in South Korea to surpass the $200 billion mark, has jumped 40 percent this year.

ACKNOWLEDGEMENT