This is the case study of SAMSUNG performed during marketing internship under Prof. Sameer Mathur (IIM Lucknow)

2. HISTORY…
>Founded in 1938 by Lee-Byung-Chul.
>Originally Created as exporter of dried Korean
fish.
>Came into electronics during 1970-1980’s.

3. ABOUT US…
>South Korean multinational electronics company
>World’s largest manufacturer of mobile phones
and smartphones.
>World’s largest television manufacturer since
2006.

4. LOGO…
Used from
late 1969 until
replaced in
1979
Used from late
1980 until
replaced in
1992
Used from late
1993 until
replaced in 2014
Samsung's
wordmark and
current logo of
Samsung
Electronics, in
use since 2014

5. PRODUCTS…
1) TELEVISION
2) MOBILE PHONES
3) DIGITAL CAMERAS
4) APPLICATION PROCESSORS
5) DRAM
6) NAND FLASH
7) LARGE SIZE LCD PANELS
8) LCD MONITORS
9) HARD DISK DRIVES
10) LITHIUM-ION BATTERIES

6. MAJOR CLIENTS…

7. SAMSUNG ELECTRONICS QUARTERLY RESULT..

9. STRENGTHS…
World’s most successful electronics
manufacturer.
Number 1 marketer of mobile phones
Strong manufacturing and marketing
capabilities.
Impressive research and design
capabilities.

10. WEAKNESSES…
Chinese competitors are catching upto
Samsung in smartphone market.
Heavily dependent upon consumer
electronics sales.
It uses google android OS.
Marketing efforts not as sophisticated as
Apple.

11. OPPORTUNITITES…
Growing market for smartphones in region
like AFRICA.
New technologies such as wearable tech.
Growing online market for sales such as
Amazon.com

12. THREATS…
Apple has emerged as dominant
smartphone and tablet brand.
Google android OS not as popular as Apple
IOS.
Chinese companies like Huawei and Xiaomi
could emerge as rivals.

13. Advertising and Sales Promotion…
Brand ambassador:- AAMIR KHAN.
Free entry to show like DUS KA DUM.
Samsung fun club for better customer
relationship.

14. SLOGANS…
1) Samsung ForToday andTomorrow (1993–2002)
2) Samsung, Imagine (2002–2007)
3) Samsung, Next IsWhat? (2007–2010)
4) Samsung,Turn onTomorrow (2010–2013)
5) Samsung,The Next Is Now
6) Samsung,The Next BigThing is Here (2013–present)

15. COMPETITORS…

16. SPONSORSHIP…
Sponsored OLYMPIC series to boost its sales.
Lakme India FashionWeek.
MTVYouth Icon 2005.
IIFA Awards 2005.

17. What are Samsung’s some of greatest
competitive strength?
 In beginning ,it focused on volume and market domination
 After financial crises in 1970’s, it focused on improving
product quality
 Combination of research towards innovation technology,
key partnerships with SONY and Microsoft
 Successful ad campaigns.

18. Samsung’s goal of earning $400 billion in sales by
2020 would bring it to the same level as Walmart. Is
this feasible goal?Why orWhy not?
 Yes, it will definitely achieve his goal with the way it is
growing.
 It is number 1 producer in smartphone,Tv’s, and
semiconductors.
 Their strategies suggest that once they enter in health
care and home energy markets they are all set to win.

19. RECOMMENDATION…
Work towards international
expansion.
Should increase online business.
Try to develop their own OS.

20. RECAP…
1) History…
2) About us…
3) Logo
4) Products…
5) Major Clients…
6) Samsung ElectronicQuarterly
Results…
7) Comparison between SamsungApple
sales…
8) Strength…
9) Weaknesses…
10) Opportunities…
11)Threats…
12) Advertising and Sales Promotions…
13) Slogans…
14) Competitors…
15) Sponsorship…
16) Question 1…
17) Question 2…
18) Recommendation…

21. Disclaimer…
Created by Patil Prasad Sudhir, Pune Institute Of ComputerTechnology, during
an internship under Prof. Sameer Mathur (IIM Lucknow)