Company Report.docx - Florida State University MAR 3023 Basic Marketing Concepts Professor Fong Samsung Electronics Company Report by Sheherbano Hasan

Company Report.docx - Florida State University MAR 3023...

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Florida State University MAR 3023 Basic Marketing Concepts Professor Fong Samsung Electronics Company Report by: Sheherbano Hasan 200448433 Arsh Husain 200373044 Ricardo Jimenez 200469977 Angel Wang 200469812 June 18, 2019 1
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Company Report Table of Contents Contents Introduction ................................................................................................................................................. 3 Company Overview .................................................................................................................................. 3 Company History and Milestones ................................................................................................................ 4 1969-1970: Early beginnings and inception ............................................................................................ 4 1980s: Entering the telecommunications industry and the death of Lee Byung-chul. .............................. 4 1990s: Introduction to the mobile phone market. .................................................................................... 5 2000s: Galaxy line leads Samsung to number 1 ...................................................................................... 5 Company Products and Markets .................................................................................................................. 6 Mobile ..................................................................................................................................................... 7 Television Sets ......................................................................................................................................... 7 Home Appliances ..................................................................................................................................... 8 Market ..................................................................................................................................................... 8 Company Strategy ....................................................................................................................................... 9 Skimming Prices ....................................................................................................................................... 9 Competitive Pricing .................................................................................................................................. 9 Placing in Samsung Marketing Strategy ................................................................................................... 9 Promotion in the 4Ps of Samsung .......................................................................................................... 10 Conclusion ................................................................................................................................................. 11 Bibliography .............................................................................................................................................. 11 2
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Company Report Introduction The company report on Samsung Electronics contains a general overview of the company’s current business operations, as well as a historical overview of the company. The current operations include the description of the company’s products and markets, as well as strategies including price skimming, competitive pricing, distribution, and promotion. The historical overview will contain the major historical milestones in the company’s evolution, focusing on those which had particularly significant marketing implications for Samsung Electronics. These include new product lines such as the black and white TV, strategic alliances like those the company had made with several electronic focused divisions, and charges in distribution strategies which made their company more desired by consumer markets. Company Overview The name Samsung Electronics in English means "tristar electronics”, it is a South Korean multinational electronics company based in Suwon, South Korea. Due to some circular ownership, it is the flagship company of the Samsung chaebol, accounting for 70% of the group's revenue in 2012. It comprises of numerous affiliated businesses, most of them united under the Samsung brand, and is the largest South Korean business conglomerate. The company specializes in the production of a wide variety of consumer and industry electronics, including appliances, digital media devices, semiconductors, memory chips, and integrated systems. Samsung was originally founded as a grocery trading store on March 1, 1938, by Lee Byung-Chull. He started his business in Taegu, Korea, trading noodles and other goods produced in and around the city and exporting them to China and its provinces. However, over the next three decades, the group diversified into other significant areas such as food processing, textiles, insurance, securities, and retail. Samsung was focused on the redevelopment of Korea after the war with a central focus on industrialization. With that goal in mind, the business first entered the electronics industry in 1969 with several electronics-focused divisions, the initial electronics divisions included Samsung Electronics Devices, Samsung Electro-Mechanics, Samsung Corning, and Samsung Semiconductor & Telecommunications. Their first actual electronic products were black-and-white televisions. During the 1970s the company began to export home
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  • Fall '08
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  • Marketing, Samsung Electronics, Samsung Group, Samsung Town, Samsung Electronics Company Report

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