Final report subject marketing management analysis samsung

Against this backdrop, Samsung has emerged as a global leader, known for Its innovative products, robust supply chain, and innovative marketing strategies.. In this essay, we will examin

FACULTY OF INFORMATION TECHNOLOGY

NIVER: E FINANCE

ul SITY OF ECONOMICS & C UNIVERSITY OF ECONOMICS & FINANCE

FINAL REPORT SUBJECT: MARKETING MANAGEMENT

Nguyen Kieu Tan — 195010592

Tran Nguyen Anh Quan — 215047317

Ho Chi Minh City — 2023

0958/968919)2225 5 1 1

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INDUCTION

The electronics industry is one of the fastest-growing and dynamic in the world, with technological advancements driving innovation, competition, and growth Against this backdrop, Samsung has emerged as a global leader, known for Its innovative products, robust supply chain, and innovative marketing strategies

Samsung has continuously invested in research and development, technology, and marketing strategy to stay ahead of the competition Its marketing management strategies have played a vital role in creating and maintaining brand image, attracting and retaining customers, and driving sales and revenue growth

Applying the subject of Marketing Management, we would like to present the project "Samsung Company's Marketing Strategy Analysis"

In this essay, we will examine Samsung's marketing management strategies in

detail, analyzing the company's successes and challenges, and drawing insights into the broader context of marketing management in the electronics industry

We would like to thank Mr Nguyen Thien Hung for enthusiastically imparting valuable knowledge to us and helping us complete this project

Students Perform

Pham Vo Cam Tu — 215047983

Vu Hoang Phat — 215047866

Le Khac Huy — 215048048

Nguyen Kieu lan — 195010592

Tran Nguyen Anh Quan — 215047317

Thien Hung

I GENERAL INTRODUCTION OF SAMSUNG

1.1 History of formation

Samsung 1s one of the most famous multi-industry business

en” groups in the world This is one of the capitalist groups that

dominate the Korean economy

e 1969 - 1979: Diversification in the electronics industry

Samsung Electronics was founded in 1969 and quickly became a major

manufacturing company tn the Korean market

During this early period, the home electronics business boomed and the company started exporting products for the first time Samsung Electronics also acquired a

50% stake in Korea Semiconductor; which continues to strengthen Samsung

Electronics’ leading position in semiconductor manufacturing

s 1980 - 1989: Global market integration

Samsung Electronics has become increasingly technology-focused, thus creating two research and development (R&D) institutes to further expand its reach into electronics, semiconductors, optical telecommunications, and other industries new areas of technological innovation from nanotechnology to advanced network

architectures In 1980, a major milestone was the merger between Samsung

Electronics and Samsung Semiconductor

Samsung Electronics has become increasingly technology-focused, thus creating two research and development (R&D) institutes to further expand its reach into electronics, semiconductors, optical telecommunications, and other industries new areas of technological innovation from nanotechnology to advanced network

architectures In 1980, a major milestone was the merger between Samsung

Electronics and Samsung Semiconductor

% 1990 - 1993: Competition in a changing technology world

Thien Hung

The early 1990s saw enormous challenges for high-tech businesses Mergers,

alliances, and acquisitions became common while competition and consolidation

grew

Companies are forced to rethink the technology and services they offer Business

begins to cross borders between countries and companies Samsung Electronics makes the most of these opportunities by refocusing its business strategy to better

respond to market needs

+ 1994 - 1996: Becoming a global force

In the mid-1990s, Samsung Electronics revolutionized its business through its

dedication to creating world-class products, satisfying customers, and being a good corporate citizen with a vision Looking at quality is the most important During this period, 17 different products ranging from semiconductor lines to computer monitors, TFT-LCD monitors to color imaging tubes entered the Top 5 products with global market share in the analog business segment apps and 12 other products that reached the top of their category Being in Ist place also means

fulfilling your social responsibility, whether it 1s social welfare, environmental

protection, cultural events, or sports

To that end, Samsung Electronics has been actively involved in sports promotion,

and thanks to his intensive efforts, Samsung's next president, Mr Kun-hee Lee, was selected as a member of the Committee The International Olympic Games (IOC) in July 1996, greatly enhanced the company's image as a major contributor to world sports

’ 1997 - 1999: Boosting Digital Frontier

Although the 1997 financial crisis affected most Korean businesses, Samsung Electronics is one of the few that has continued to thrive thanks to its leadership in digital and network technologies This is in line with the company's steady focus on

electronics, finance, and related services

Thien Hung

2000 - 2004: Pioneering in the Digital Age

The digital age has brought revolutionary change and business opportunities around the world, and Samsung Electronics has the answer with innovative technologies,

competitive products, and relentless innovation

s 2005: Samsung, Fortune Global Top Company

With the success of its electronics business, Samsung is a leader in the technology

industry and is currently ranked in the Top 10 globally recognized brands

s 2016 to present: The most beloved global brand in Asia

With many breakthrough technological inventions, Samsung has become the largest global brand in Asia and ranked 4th in the world In 2020, Samsung surpassed many

big names to become Asia's most-loved brand for 9 consecutive years

> President of Samsung Company:

“Dr Kye Hyun Kyung is the head of the Samsung Electronics Device Solutions Division, overseeing global operations of the Memory, System LS/

”

and Foundry business units

Figure I- Dr Kye Hyun Kyung

Dr Kye Hyun Kyung

President & CEO

Device Solutions Division

Thien Hung

1.2 Brand positioning

- “DO WHAT YOU CAN’T”

- “We exist to make changes, viewing humans as the driving force to overcome all obstacles to create a better world for everyone We make what can’t be made so you can do what can’t be done”

L

We make what can't be made

ing humans as the driving force

a better world for everyor shat can't be done”

Figure 2- Brand positioning of Samsung Company

L3 Samsung model in Viet Nam

Currently, in the Vietnamese market, Samsung offers a variety of products:

Il ANALYSIS OF MARKET OPPORTUNITIES

IL1 Environmental analysis

* Software is not creative, mostly "similar" to Apple's software ideas

¢ The product is not user-friendly compared to Nokia phones

% + Opportunities:

The most prominent opportunity Samsung can seize 1s the growing demand for digital services The demand for digital services has increased steadily over the past few years And certainly, the smartphone is indispensable

Samsung has been reaping the first fruits as the leader in the 5G smartphone segment In the US, Samsung is the brand with the largest market share in the 5G

smartphone market segment

Thien Hung

Oo Threats:

The consumer electronics market is increasingly active with the presence of many

multinational brands in the market Not only facing stiff competition from Apple,

but Samsung is also under pressure from promising Chinese brands like Huawei, and Xiaomi or the US like LG, and Lenovo

e The battle with the Apple brand tarnished Samsung's image

This is one of the challenges that threaten Samsung It was this same business that

many years ago faced design patent troubles with rival Apple Through this

incident, the business has suffered a lot of damage to its brand reputation as well as revenue from business activities

® Legal threats

Legal issues have caused many difficulties for businesses in recent years such as data security, user privacy, environmental protection law, worker protection, etc Samsung's ministry also has many problems related to the company's president -

Mr Lee Sang-hoon, who is accused of taking bribes and serving time in prison

Immediately after his expiration, he continued to be involved in another charge of violating labor laws In addition to the Chairman, there are 24 officials, former officials are believed to be involved in this incident The scandals and scandals surrounding Samsung's legal issues, if they persist and continue, cause a lot of damage to the image and reputation of the company

¢ Economic fluctuations

The fluctuations of the economy have many effects on the performance of enterprises Although Korea's domestic economy has been relatively well controlled compared to many other countries in the world However, the US and India, the two leading markets for Samsung products, suffered heavy losses And this has caused many losses for Samsung

Thien Hung

Table I- SWOT Strategy Table

a countries with contrasting legal country's market

They are easily attracted by Samsung's diverse, innovative technologies and

are not price sensitive

5 Human resources capacity

enterprises have become Samsung's first-tier sellers - with a domestic rate of 35%

° By the end of 2017, 29 Vietnamese enterprises became tier-1 vendors with a domestic rate of 57%

° In 2020, there were about 50 Vietnamese enterprises that were tier-1 vendors of the Corporation

° Currently, Samsung, Vietnam has over 200 partners both domestically and internationally as supply vendors, providing components

> The list of vendors in Vietnam for the Samsung brand:

Table 2- The list of vendors in Vietnam for the Samsung brand

NO.100, HUU NGHI ROAD, VSIP BAC NINH TU

Dreamtech Co., Ltd | 6.) +QWN, BAC NINH PROVINCE

HINT Electronics LUONG SON INDUSTRIAL PARK, KM 36,

Co Lid NATIONAL HIGHWAY 6, HOA SON COMMUNE - Ory BEC LUONG SON, HOA BINH

LOT 1, QUANG CHAU IP, VIET YEN DICS TRICT,

Hosiden Corp BAC GIANG PROVINCE, VIETNAM

LOT CNO5, BA THIEN IP, BINH XUYEN DISTRICT, VINH PHUC PROVINCE

Interflex Co., Ltd [<1 GGOKDONG) 149 KANGCHONRO DANWON-

GU, ANSAN-SI, GYEONGGI-DO

Thien Hung

LOT CNS, NINH BINH CITY, NINH BINH

Menex Co., Ltd PROVINCE PHUC SON INDUSTRIAL PARK

YEN PHONG I INDUSTRIAL ZONE BAC NINH

Rohm Co., Ltd PROVINCE YEN PHONG DISTRICT

Co Ltd YEN PHONG INDUSTRIAL ZONE, LONG CHAU

COMMUNE YEN PHONG DISTRICT, BAC NINH PROVINCE

Sung Woo

Electronics Co., Ltd

Bujeon Electronics | PHUONG LIEU COMMUNE - QUE VO DISTRICT —

Og Direct competitors: Apple, Huawei, Xiaomi, Oppo, Vivo, LG Electronics

Og Indirect competitors: Microsoft, Google, Amazon, Sony, Intel

“ Potential competitors: Emerging companies and tech startups, emerging but underdeveloped areas of advanced technology such as Blockchain, IoT, Al, and other new technologies

= It can be seen that this is a business that always has to operate under high competitive pressure, facing many heavyweights to ensure revenue and maintain

Nguyen Thien Hung

its position This has created a great challenge, pushing Samsung to constantly innovate and innovate in products as well as offer effective business solutions

“ Authorized distributor (Official distributor):

The largest official distributor of Samsung phones in Vietnam is Phu Thai company specializing in the distribution of consumer products with more than 15 years of experience and a huge logistics system There are also other distributors such as Viettel, and PetroVietnam General Services Corporation (PSD) Particularly for electronic products, there will be specialized official distributors such as Digital World (DGW) to distribute printers

Regarding the mobile phone retail system in Ho Chi Minh City, famous names such

as Mobile World, FPT, Cell Phones, and Mobile Vietnam must be mentioned

° The product is easily accessible to consumers

° Brings great business efficiency

> Advantages:

° Increase the number of goods consumed

° Enhance brand recognition and image

° Effectively reach customers

2 Sales Support: Works with contractors, warehousing service providers, and personnel to facilitate the transshipment of goods

3, Financial Support: Samsung is supported by state agencies, creating favorable conditions in calling for capital as well as expanding the market

4 Marketing Services: Advertising, media, market research company

I1.1.1.6 Publics:

`

s Government: With the cooperation of the Vietnamese government, Samsung can easily and conveniently implement projects for building and developing businesses in Vietnam

s Samfan — The community loves to use Samsung _ business products: On the Samfan website, customers can easily get product information as well as tips and best deals when buying Samsung products In addition, the Samfan community is active not only on the website but also on other social media platforms like Facebook, Instagram, Twitter, etc., which is very strong