1. TOPIC
GLOBAL MARKETING ON
SAMSUNG

2. What is Global
marketing?
Global marketing is the process of
adjusting a company's marketing strategies
to adapt to conditions in other countries

3. Contents of samsung

4. Introduction
Samsung Electronics was founded in
1969 in Suwon. -By LEE BYUNG CHUL
South Korea as Samsung Electric
Industries, originally manufacturing
electronic appliances such as TVs,
calculators, refrigerators, air
conditioners and washers.

5. Contd….
 In first quarter of 2012, Samsung became world’s largest
mobile phone maker by unit sales, overtaking Nokia,
which had been the market leader since 1998
 In third quarter of 2012, it sold 98 million phones, of
which 55 million were smartphones

6. Samsung logo
First logo was
developed in
the year 1958

7. 2nd logo from the
year 1979-1993

8. It was the
present logo of
Samsung from
the year 1993
MISSION:
“Inspire the
World, Create
the Future”

9. Lee Kun-Hee (Chairman &
CEO)

10. Samsung in India
 Samsung Electronics commenced its operations in India in December 1995
 Two R&D centers in India- Delhi & Bangalore
 In 2010 achieved a sales turnover of $3.5 billion
 Market leader in LED TVs, LCD TVs, Slim TVs
 India’s largest mobile handset brand
 Leading in smart phone segment in India

11. Products

12. Smartphones
 Samsung developed its first lightest mobile in the year 1993 and the model
is SCH-R800
 It was available in CDMA (Code Division Multiple Access) netwoks
 Developed smart phones with mp3 player towards the end of the 20th
century
 Now they have 41.6% of smart phone market share in India

13. Contd…
 Samsung wave S8500 & SI9000 Galaxy S launched
launched in June 2010.
 Planning to clinch 60% of smart phone market share in
India by mid 2013
 Plan to launch Samsung Galaxy S4 by March 2013
 In India main competitor is Nokia
 The firm was recently named the worldwide handset
market leader with a market share of 29%

14. Units sold in million
55
35
0
10
20
30
40
50
60
Samsung Apple
Q4-2012

15. PRODUCT
PROMOTION
Price
4P’s IN
MARKETING
Place

16. PRODUCT
 Samsung co at first producing samsung S 3500,
SGH-250, GT-S7330 mobile phones
 Later development in science & technology new product
lunch samsung galaxy series, edge, smart watch.etc

17. Place
Europe Top 5 Innovators 2008
Rank # of Records Company Country of Origins
1 2753 SIEMENS GERMANY
2 2619 BOSCH GERMANY
3 1475 SAMSUNG ELECTRONICS KOREA
4 1250 DAIMLER GERMANY
5 905 RENAULT FRANCE
These rankings comes from IP Solutions, part of Thomson Reuters : The
world’s leading source of intelligent information for businesses and
professionals.

18.  Samsung has its own stores which can
be found around the world. Not only in
Asia , but also in America, Europe,
Australia and Africa.
 Samsung has its stores located & also
its service center at places where it is
closes to the customer reach.
 At the stores, we not only can buy the
product that sold, but also feel the
experience of digital lifestyle.

19. Samsung sells product with a price that’s worth, if we compare it with
the functions, benefits and technology.
Samsung is in the process of building an image as “a stylish, high quality
brand commanding a premium price”

20. Productplacements
Sponsorships
MediaAdvertising

21. SWOT
Strength
Opportunities
Threats
weakness

22. Strengths
 Existing knowledge and experience of
electronics market
 Strong global presence with strong brand
and customer base, in 2009 according to
Interbrand Global value of Samsung’s brand
is US$ 17,518 million compare to its
competitor, Sony, which is US$ 11,953
million.

23. weakness
 Customer perception of weak product
attributes like Durability
 Different perception on “worth the price”
product on each person that difficult to cover.
 Not pro-active coming out with unique and
leading model
 Focus on mass market instead of niche market

24. Opportunities
 Increasing on electronics consumer market
 Strong customer demand for innovative products &
value-added features
 High % of Younger population, which can be expand a
new market now and in the future
Population by Age and Sex, More Developed Countries: 2009

25. Threats Increasing competition
 DRAM (Q1-2009)
Rank Company Market Share
1 Samsung 34.3%
2 Hynix 21.6%
3 Micron Technology 14.6%
4 Elpida Memory 14.2%
5 Qimonda 4.8%

26. • Become leader of environmental
initiatives to provide more
environmental friendly electronic
products
• Enhance their advertisement
campaign to create greater brand
awareness
suggestions
• As a Corporate Social Responsibility
Samsung needs to enhance their
brand image by indulging in more
social causes because a good
corporate not only takes from people
but also returns to them
suggestions
• Improve After Sales Service because
satisfaction helps in retaining
customers
• Make their R&D more efficient
suggestions

27. Conclusion
The conclusions drawn from the
SWOT analysis were that
Samsung’s strengths carry more
weight than its weaknesses. If
Samsung can properly exploited
opportunities that exist, it will
navigate the threats with no
significant difficulties.