Southern Taiwan University of Technology Marketing Management.
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Transcript of Southern Taiwan University of Technology Marketing Management.
CHAMBUU
BATTULGA
巴圖M997Z207
MARIE
NIKKI
MARTINEZ
馬妳琪M997Z208
SUDIANA
COLYN
許毓殷M997Z237
MARKO
MARINIC
馬可M997Z206
ANJA
GRGIC
安利敏 M997Z205
TRAN THI
THANH
LOAN
陳氏青鑾 M997Z215
Background SWOT analyses Samsung´s Starting Step Several Shocks New Competitive and Marketing Strategies Tehnical Inovation and R&D Human Resources of Samsung Product Price Marketing Programs to Build the Samsung The Result At Present Vision
1969 the world largest electronics company 2009 revenue - $117.4 billion 2009 Net income - $8.33 billion Headquarters in Samsung Town, Seoul, South Korea
Samsung group Affiliated companies Employees –164,600
4Anja Grgic
Samsung Electronics focuses on four areas:
- Digital Media- Semiconductor- Telecommunication Network- LCD Digital Appliance Three key strengths Three strategic approaches in management New value Inspire the World, Create the Future Green Samsung
5Anja Grgic
STRENGTH 40 years of experience on global market Ability to make and implement new major strategy
R&D department(27000 researchers>24000 PHDs, 17 centers around the globe)
Close collaboration between samsung employees Strategic formation of designers and marketing experts around the major world capitals
Stylish and cool design World awareness of Samsung brand Excelent promotion strategies High sale
6Marko Marinic
WEAKNESS Very dependent on advertisment Dependent on material resources Lack of their own well known software platform
risk of sight damaging (3D TV)
7Marko Marinic
OPPORTUNITIES Think of samsung brand before start shopping
Five key fields:◦ Capturing◦ Display ◦ Storage◦ Processing◦ Connectivity
SAMSUNG Future Life and Style
8Marko Marinic
THREATS New global market shocks Material time delivery and cost Lack of electricity around the world Brand softening New technologies and designs from other competitors
World too indebted to buy new products very frequently
War – North Korea
9Marko Marinic
1970 : making cheap 12”TV sets under Sanyo labelmorphed into a technically innovative companyNo. 1 in the global memory chip marketpioneer in plasma TVs, multifunction cellphones, and other digital devices Mid 90‘s : primarily produced technical components or low-cost manufactured productsselling me-too consumer products through discount chains like Wal-Mart at very low prices
10Sudiana Colyn
The global memory chip market went into a tailspin
Sales and profits of Samsung were softening
Down-market image of Samsung brand The Asian Financial Crisis in 1997 Samsung’s capital was almost completely eroded by losing 170 billion won per month
11Sudiana Colyn
Focusing on the customer needs Developing and marketing technically superior products
Building an image of Samsung as a stylish, high-quality brand commanding a premium price
Using technical innovation and design to appeal to younger and relatively upscale customer segments around the world
12Sudiana Colyn
1998 : Samsung changed from focusing on production mechanism to Market mechanism
2005: Spent $ 5 billion on R&D
2009: Invested $ 4,3 billion to make the world largest memory chip
Tehnical Tehnical Inovation and Inovation and R&DR&D
13Tran Thi Thanh Loan
Nearly 27,000 researches including 2400 PhDs – working in 17 research centers
450 designers are assigned to 6 design centers in world capital cities
14Tran Thi Thanh Loan
Samsung Electronics focuses on four areas
Semiconductor Digital media Telecommunication network
LCD digital appliance
NAND,flash memory, SRAM,SDRAM …
Television, computer Mp3, DVD players…
Desktop monitor, TFT-LCD, …
Fax machine, Mobile phone…
15Tran Thi Thanh Loan
Price Samsung is in the process of building an image as “a stylish, high quality brand commanding a premium price”
Samsung sells product with price that worthed, if we compared it with the functions, benefits and technology
PricePrice
16Tran Thi Thanh Loan
Effective action of marketing managers and market researchers of Samsung
Communicate Samsung brand around the World
Recognize the firm in the developed Markets
17Chambuu Battulga
To focus on its promotions- Samsung launched its first major brand-building advertising campaign in 2001
Use new promotion steps- it has been principal sponsor of both the summer and winter Olympics game
18Chambuu Battulga
In 2005 the firm devoted nearly 15 percent of its media budget to page topping banner ads on over 400 Internet sites
Provide links to mainstream entertainment products from partner company, such as Fox's
『 Fantastic Four 』
19Chambuu Battulga
Samsung’s Innovation and Marketing Strategy was a success
Overtaken Sony as the most valuable consumer electronics brand
In 2005: Sales: USD 56 Billion Operating income: USD 8 billion
20Marie Nikki Martinez
Samsung continues to respond with advanced technologies, competitive products, and constant innovation
No. 1 in the US digital TV market for the 4th consecutive year
21Marie Nikki Martinez
New TechnologyInnovative ProductsCreative SolutionsMarket Oriented Enterprise
22Marie Nikki Martinez