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Redefining A Brand

Samsung is a large electronics manufacturer that wants to improve its brand image and become a market leader. It is known for reliable, affordable products but wants to be seen as cutting-edge. In Canada, buyers value good customer service. Samsung has strong R&D and digital expertise but lacks some marketing advantages. To improve its brand, Samsung will analyze its strengths/weaknesses and opportunities/threats. It will target high-income consumers and young people with innovative products and sponsorships. Samsung aims to transform its brand from mid-low to premium level globally and be the leading consumer electronics provider.

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Rd Indra Adika
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143 views

Redefining A Brand

Samsung is a large electronics manufacturer that wants to improve its brand image and become a market leader. It is known for reliable, affordable products but wants to be seen as cutting-edge. In Canada, buyers value good customer service. Samsung has strong R&D and digital expertise but lacks some marketing advantages. To improve its brand, Samsung will analyze its strengths/weaknesses and opportunities/threats. It will target high-income consumers and young people with innovative products and sponsorships. Samsung aims to transform its brand from mid-low to premium level globally and be the leading consumer electronics provider.

Uploaded by

Rd Indra Adika
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 16

REDEFINING A BRAND

Syndicate

Kinanty
Nabilah
Raden Indra Adika Putra
Selvia Herlina
Tim Kettenacker

Samsung is one of the worlds


BACKGROUND
premium electronics manufactures.
The estimated value of Samsung
brand had risen from US$6.37
billion in 2001 to US$10.85 billion in
2003

Founded in 1938 as a small trading


company, Samsung had been a key
player in the industrial
transformation of Korea in 1970s
and 1980s

BUSINESS SITUATION
Redefining as a vendor of cutting-edge, gee-whiz consumer technology

Facing several situations to enhance brand-building (Canada)

known as a big electronics company, has a reliable quality product


at an affordable price for the low-to mid-range society

Canadian electronic buyers placed a great deal of emphasis on good


customer service and favorable return policies.

a strong competitive edge in designing and manufacturing digital


products, these firms also lacked some usual marketing advantages
Samsung management, which had first begun to market consumer
electronics under its own brand in the mid-1990s, perceived a golden
opportunity, and resolved to become the leading global provider of next
generation consumer electronics products

How Samsung Co. change the


image in the market?

What changes should be made to


Samsungs marketing mix?

How Samsung reposition its brand


to become a market leader?

PROBLEM DEFINITION

ANALYSIS

SWOT, Corporate Strategy, STP


and Marketing Mix

SWOT ANALYSIS
STRENGTHS AND WEAKNESSES ON CORPORATE
LEVEL
STRENGTHS
High R&D Investments
activities
Expertise in Digital Age
Innovation in Products
Wide range of products
Good Marketing Strategies
Fast market access for new
technologies

WEAKNESSES
Dependency on Retailers
Brand Image

SWOT ANALYSIS
OPPORTUNITIES AND THREATS FOR SECA
OPPORTUNITIES
Emergence of digital
markets
Consumers are less price
sensitive
High technical savvity
Innovation in Products
High broadband usage

THREADS
Dominance from competitors
Substitute Products
Rivalry in premium segment

Corporate Strategy

STABILITY

GROWTH

RESTRUCTUREDIVERSIFICATION

PRODUCT (1)
Consumer Electronics and Appliances
Information Technology

PLACE (2)
SAMSUNG RETAILERS IN CANADA
5%

2%

7%
28%

5%
5%
6%
10%

17%
15%

Future Shop
A/V Specialt Stores
Wal-Mart
Sears
Best Buy
The Bay
Staples
Office Depot
Radio Shack
Others

PROMOTION (3)
SECA is determined by the company's
activities in USA
SECA promote sponsoring programs
television
SECA responsible for managing Samsung's
global campaigns within Canada
SECA becomed sponsorship Sydney 2000
Olympic Games.

PRICE (4)
Samsung Electronics Products has
wide prices ranges, some of products
were categorized as premium
products.

CONCLUSI
ON
Samsung wants to be as a market leader
Samsung transformed from middle-low to
premium level
Samsung Electronic has four segmentations
(High Income Families, Young Generation,
Business User, and Hobbys)
Samsung developed promotion on sponsoring
programs and broadcasting network

RECOMMENDATION
From the analysis we can formulate the alternatives to
solve the problem :
Maintaining their product quality
Hired young people who have competence in their ability
Optimizing their investment in their Research and
Development
Keep developing innovative marketing strategy
Improve their internal marketing in the company to
hiring, training and motivating employees who want to
serve customers
Build partner ships with well-known companies to
prepare for globalization

THANK
YOU
indra

kinanty

nabillah
selvia
tim

SYNDICATE 3

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