Samsung Electronics marketing analysis

1. SAMSUNG ELECTRONICS CO., LTD.
Salman Waheed
Dept of CS & IT
University of Lahore

2. CONTENTS
• Key Profile
• History
• Vision and Mission
• Introduction
• Industrial Review
• SWOT Analysis
• Company Segmentation
• 4 P’s
• Overall Conclusion
• References

3. KEY PROFILE
Dr. Oh-Hyun Kwon
• Vice Chairman & CEO Samsung Electronics Co., Ltd.
Boo-Keun Yoon
• President & CEO

4. CONT..
Jong-Kyun Shin
• President & CEO
• President & CEO [2013~Present]
• President & Head, IT & Mobile Communications [2012~Present]
Sang-Hoon Lee
• President & CFO
• President & CFO, Corporate Management Office [2012~Present]

5. HISTORY

6. MISSION OF SAMSUNG
• Enhance Samsung’s business performance and global reach.
• Simultaneously develop a pool of talented global managers that
can act as strategic advisors to Samsung group executives.

7. VISION OF SAMSUNG
• New technology
• Innovative products
• Creative solutions
• So the vision statement of Samsung is
“Inspire the world , and create the future”.

8. INTRODUCTION

9. INDUSTRIAL REVIEW
• An industry analysis is a business function completed by business
owners and other individuals to assess the current business
environment.
• This analysis helps businesses understand various economic pieces of
the marketplace and how these various pieces may be used to gain a
competitive advantage.

10. COMPETITORS OF SAMSUNG
• Sony corporation
• Panasonic corporation
• LG Electronics Inc.

11. CONT..
• Apple
• Google mobile
• Nokia mobile

14. SWOT ANALYSIS
Strength Weakness
• Hardware integration with many open source OS and
software
• Excellence in engineering and producing hardware
parts and consumer electronics
• Innovation and design
• Focus on environment
• Low production costs
• Largest share in mobile phones and 2 place in
smartphones sales
• Ability to market the brand
• Patent infringement
• Too low profit margin
• Main competitors are also largest buyers
• Lack its own OS and software
• Focus on too many products
Opportunities Threats
• Growing Pakistan’s smartphone market
• Growing mobile advertising industry
• Growing demand for quality application processors
• Growth of tablets market
• Obtaining patents through acquisitions
• Saturated smartphone markets in developed countries
• Rapid technological change
• Declining margins on hardware production
• Breached patents
• Apple’s Iphone
• Price wars

15. COMPANY BUSSINESS PORTFOLIO
• Consumers Electronics
• IT & Mobile Communications
• Device Solutions

16. CONSUMERS ELECTRONICS
• Visual Display Business : Evolutionary Smart TV and premium large
size TVs solidified No. 1 status as global leader for eight
consecutive years.
• Health & Medical Equipment Business : Developing new and
advanced healthcare and medical equipment for faster and more
accurate diagnosis
• Printing Solutions Business: Providing total printing solutions with
first-class products and technology

17. IT & MOBILE COMMUNICATIONS
• Mobile Communications Business: Focused on People Inspired
innovation, always aim to deepen value and convenience for our
customers.
• Networks Business: Providing next-generation network infrastructure
and solutions with outstanding technology and successful
experience.
• Digital Imaging: Introducing the next big thing in digital imaging and
the innovative SMART cameras that lead the trending technology
and successful experience.

18. DEVICE SOLUTIONS
• Memory Business: Creating an easier world through
cutting-edge green memory with the world’s highest
performance
• System LSI Business: Leading innovation in electronic
devices with competitive R&D and trailblazing process
technology
• LED Business: Continuous eco-friendly, next-generation
technology excellence and leadership in light sources in
the LED industry.

19. JOINT VENTURES
• Samsung Corning Precision Glass
• SD Flex
• Sermatech Korea
• GE-Samsung Lighting

20. PARTIALLY OWNED COMPANIES
• Corning Inc.
• Doosan Engine
• Renault Samsung Motors
• Seagate Technology
• Sharp Corporation

22. COMPANY SEGMENTATION
GEOGRAPHIC DEMOGRAPHC BEHAVIORALPCYCHOGRAPHIC
•Regions
•Cities
•Nations
•Countries
•States
•Age
•Family size
•Gender
•Income
•Ocupation
•Income
•Lifestyle
•Personality
•Values
•Occasions
•Benifits
•User status
•Usage rate
•Loyality status

23. GEOGRAPHIC SEGMENTATION
• Region- Samsung has divided the Asian market into different geographical
regions such as northern, eastern and southern areas
• City- Samsung is targeting different countries of Asia differently by dividing
as different markets such as Indian Market, China market.

24. DEMOGRAPHIC SEGMENTATION
• Age- age factor is not really involved in Samsung segmentation but its most users are adults
enthusiastic people
• Family size- Samsung Products are offered for all family sizes
• Gender- Samsung home theater system is equally beneficial for male and female
• Income- Samsung Products are offered with varying features to different peoples based
upon their income level i.e. low (upto $ 1500) lower middle ($.1500-3000) middle ($3000-
5000) upper middle ($ 5000-7000) and high (above$ 7000)
• Occupation- Samsung has divided the consumer into different categories based upon their
occupation i.e. businessman, self employed, students and teachers
• Education- Samsung is also keen to know about the education level of its target market i.e.
illiterate, school 5 to 15, under graduate, graduate and postgraduate

25. PSYCHOGRAPHIC SEGMENTATION
• Lifestyle- Samsung is also classifying customers on different levels based on
different lifestyle of the people i.e. culture oriented, sports oriented, outdoor
oriented
• Personality- customers are differentiated on the varying level of personality
such as compulsive ambitious

26. BEHAVIORAL SEGMENTATION :
• Benefits : Consumer are also targeted differently based upon the benefits that are
seeking in Samsung electronics i.e., some people may want good quality , some
may want low services and some want good services.
• User Status : Samsung is keen to know user status of its target consumer in order to
better offer its product and therefore they are divided into ex-user, potential user,
first time user and regular user.
• Loyality Status : Target market of Samsung may contain people with different
loyality status and therefore Samsung is targeting these customer differently based
on their loyality i.e., hard core loyals, split loyals, shifting loyals, switchers

27. 4P’S
 Product
 Price
 Placement(Distribution)
 Promotion

28. PRODUCTS:
• Mobile phones,
• Computers,
• Televisions,
• Dvd
• Fridges
• Washing machines
• Dishwashers
• Digital Cameras.. Etc.

29. PRICE
• Price’s meaning of return the goods or services.
• Samsung’s price determine policy is interested to
goods’ quality and cost.
• However, someone can find the mobile phones
which is 100 dolars or 1000 dolars.
• On the other hand, other technology company’s
policies affect the prices.

30. PLACEMENT
• In 21 centuries,placement issues have changed for
the companies.
• However, online-selling has addicted to
marketing.
• Samsung sell its good in its own shops and online
platform.
• Also international technology shops sell
samsung’s product.
• Clients can find easily what they look for to
use a Samsung.

31. PROMOTION
• Samsung use some promotion ways, some of
them are: giving advertising to
newspapers,internet, magazines and when
they product new versions they use Youtube
and special meetings to show public.
• At the same time, Samsung sponsored a very
famous football teams.

32. OVERALL CONCLUSION
• All samsung products focus a lot on product benefits and features . They want to provide a
variety of benefits and features from a single product.
• Most important feature is the integration and use of technology in delivering the necessary value.
• Innovation is also a key criteria .
• All samsung products focus on value for money . one of their positioning is that of getting more
than what you pay for .
• They also position themselves as better providers of the points of parity than their competitors

33. REFERENCES
• http://www.samsung.com/us/aboutsamsung/corporateprofile/history05.html
• http://www.samsung.com/us/aboutsamsung/samsung_electronics/management/boardofdirectors.html
• http://image.slidesharecdn.com/samsungfinal-150408182505-conversion-gate01/95/samsung-final-6-638.jpg?cb=1428517574
• http://www.marketing91.com/marketing-mix-of-samsung/
• https://rivalfox.com/samsung-competitors
• https://d28wbuch0jlv7v.cloudfront.net/images/infografik/normal/chartoftheday_2460_Brand_retention_in_the_smartphone_industry_n.j
pg comp graph
• https://en.wikipedia.org/wiki/Samsung#Audio_logo