Final report samsung brand management in vietnam

lOMoARcPSD|12114775 MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY FALCULTY OF BUSINESS AND MANAGEMENT FINAL REPORT SAMSUNG BRAND MANAGEMENT IN VIETNAM Class ID Group : : MK401DE02 0300 Group 10 June 2021 lOMoARcPSD|12114775 TABLE OF PERFORMANCE EVALUATION No Full name Nguyßn Quÿnh Thÿy Tiên Lê Minh Qußc Tu¿n Hồng Thß Kim Y¿n Ngun Thß Liên Anh Work Write the report - SWOT, Target Customer, Competition; - Branding and Marketing activities, method, channels; - Brand challenges and opportunities; and - Brand Equity Write the report - Brand Positioning, Resonance, Value Chain; - Brand Elements, Associations, Mantra; and - The growth of the brand Design the slide for presentation Write the report - Value Chain; - Conclusion Proofread the report Write the report (Introduction) Level of completion 100% 100% 100% 100% i lOMoARcPSD|12114775 TABLE OF CONTENTS ADKNOWLEDGEMENT Error! Bookmark not defined TABLE OF PERFORMANCE EVALUATION i TABLE OF CONTENTS ii LIST OF FIGURES iv LIST OF TABLES vi INTRODUCTION 1 History .1 Brand Architecture 3 Product and Price Brand Performance and Achievement .6 Recent news .9 FINDINGS AND INTERPRETINGS 11 Overall analysis .11 1.1 SWOT Analysis 11 1.2 Target Customer 11 1.3 Competitor Analysis .11 Branding and Marketing 13 Channels 14 Brand Challenges and Opportunities .16 4.1 Challenges .16 4.2 Opportunities 17 Company Brand Equity 17 Brand Positioning 18 Brand Elements .19 Brand Associations 20 Brand Resonance .22 10 Brand Value Chain 23 10.1 Stage 1: Marketing Program Investment 23 ii lOMoARcPSD|12114775 10.2 Program Quality Multiplier 24 10.3 Stage 2: Customer Mindset 24 10.4 Market Condition Multiplier .26 10.5 Stage 3: Marketing Performance .28 10.6 Investor Sentiment Multiplier .31 10.7 Stage 4: Shareholder Value 32 11 Brand Mantra 34 12 Brand Growth 34 CONCLUSION .37 Comments and suggestions .37 1.1 Too many product lines .37 1.2 Inefficient and customer-unreachable marketing 37 1.3 Scandals 38 1.4 Easy-to-copy design 39 1.5 Inappropriate promotion .39 1.6 Vietnamese customers9 opinions 40 Conclusion .40 REFERENCES viii iii lOMoARcPSD|12114775 LIST OF FIGURES Figure 2.1 Samsung Brand Architecture Figure 4.1 Samsung Electronics Vietnam9s revenue from 2011 to 2020 .6 Figure 4.2 Smartphones market share in Vietnam from November 2019 to November 20206 Figure 4.3 Korean doctors conducting surgery for patients in Thai Nguyen Figure 4.4 Volunteers of Samsung repairing computers for students in Thai Nguyen Figure 4.5 Samsung Electronics Vietnam and Lego Education co-operated seminar