BUILDING A GLOBAL BRAND _GROUP 7_ Krissapon Apinyaupatum M997Z241 Nguyen Thi Thu Trang M997Z210 Hoang Thi Ngoc Huyen M987Z239 Le Van M997Z246 Hyacintha FAUSTINO M997Z Antun Paradzik M997Z223 OUTLINE I. INTRODUCTION : Beginning & history II. A successful story
I. INTRODUCTION : Beginning & history
II. A successful story
III. 1990 Crisis & Explaination
IV. Rebranding, the beginning of a new story
V. New R&D Strategy
VI. SWOT analysis
VII. 4 P’s analysis
Samsung Electronics Company was established in Korea in 1969. It is the largest « Chaebol » in South Korea
During that time, the company only manufactured cheap TV sets labelled under the « Sanyo brand name »
Over the time, It became one of the world's leading electronics companies, specializing in digital appliances and media( flat screen displays, plasma TVs, cellphones…) , semiconductors, memory chip.
What happened with Samsung in 1996?
"Samsung is not yet a brand that can live without the product”.
Some still perceive Samsung as a low-cost brand (Customer perception of weak product attributes like Durability).
Focus on mass market instead of niche market.
Samsung is well known because of products’ differentiation.
New developed products : “Eco-Product”, “Good Eco-Product,” or “Premium Eco-Product”
Marketing for all people , not only young, also older generations
The high end value driven proposition helps increase the Market Share.
Cooperation with other companies.
The consumer durable industry is not in the best of health.
Downtrend in the consumer durables market, due to increased of price inputs and continuing price erosion
Competitors can produce the new product with the competitive price
New companies enter IT sector
- Olympic summer and winter games from 2010 until 2016
- Football: African Football Cup 2010
- Biggest sponsorship deal in British football history- FC Chelsea