复旦大学：《中国市场营销 Marketing in China》课堂展示案例_Samsung

AMSUNI Presented by Rebecca Chien Michael tsui

Presented by Rebecca Chien Michael Tsui

OVERVIEW Company overview and main business activities lI. International mobile phone market and smart phone industry Ill. Samsung brand development and positioning internationally IV Mobile phone market in China V. Samsung in China VI Samsung marketing and branding strategies in China VIL. Samsungs competitors in the Chinese market VIll. SWOT Analysis IX. Conclusion and Suggestions SAMSUNG

OVERVIEW I. Company overview and main business activities II. International mobile phone market and smart phone industry III. Samsung brand development and positioning internationally IV. Mobile phone market in China V. Samsung in China VI. Samsung marketing and branding strategies in China VII. Samsung’s competitors in the Chinese market VIII. SWOT Analysis IX. Conclusion and Suggestions

Samsung Group e South Korean multinational company headquartered in Samsung Town, Seoul valued at 32. 9 billion USD net sales dollars in bilions 22012475 200174217341725 150 100 369,000 employees worldwide 510 offices and facilities in 79 countries 0 0708091011 SAMSUNG

Samsung Group • South Korean multinational company headquartered in Samsung Town, Seoul valued at 32.9 billion USD 369,000 employees worldwide 510 offices and facilities in 79 countries

Products services worldwide E ectronIcs Engineering Financial Oth Industry Heavy Industry Services Chemical Companies Cheil Economics C&T Corporation Cheil Life insurance Electronics Industries Inc. Worldwide Research Institute Engineering Fire Petrochemical Marine Insurance Everland Inc. Sl Corporation SDS The Shilla Hotels Heavy Industries Samsung Card Fine Chemicals Resorts Medical Center Electro-Mechanics Securities BP Chemicals Biceps BioLogics Techwin Asset SDI Total Management Display Venture Investment Corning Precision glass SAMSUNG

Products & Services

Samsung Electronics Samsung Group Revenue Overseas Revenue 豪 Billion US Dollars ※ Billion us dollars 318 le will focus on mobile 227 Total phones specifically which constitute about 141 179 195 1/3 of Samsung 87 134 Overseas Electronics revenue 226 148 (80%(83%)(86% 2008 2010 2012 1997 2005 2012 ※ Samsung Electronics SAMSUNG

Samsung Electronics We will focus on mobile phones specifically, which constitute about 1/3 of Samsung Electronics revenue

Remember these。 SAMSUNG

Remember these…

Times have changed MSUNG 1245 SAMSUNG Samsung GALAXY 4 因国日告罪 SAMSUNG

Times have changed

International Industry Smartphone sales surpassed feature phone sales for the first time in 2013 Worldwide Smartphone Sales to End Users by Vendor in 3Q13(Thousands of Units) Company 3Q133Q13 Market 3Q123Q12 Market Share(%o) Share(%o) Units Units Samsung 803568 32.1 55,0542 32.1 Apple 30,330.0 12.1 24,620.3 14,3 Lenovo 12,882.0 5.1 6981.0 4.1 LG Electronics 12,055,4 4.8 6,9861 Huawei 11665.7 4.7 7,804.3 4.5 Others 102941.8 41.1 70206.8 40.9 Total 250,231.7 100.0 171,652.7 100.0 Source:Gartner(November 2013) SAMSUNG

• Smartphone sales surpassed feature phone sales for the first time in 2013 International Industry

International Brand Positioning Interbrands 2013 Best Global Brands 20132012 BRAND 2013 BRAND% CHANGE RANK RANK I SECTOR VALUE IN BRAND (USD Sillion) VALUE Apple Technology 98316 28% 2 4 GoogI Technology 93.291 34% 1 Coca-cola Beverages 79213 2% 4 3IBM Business services 788084% 55 Microsoft Technology 59563% 6 GE Diversified 46.947 % 7 McDonalds Restaurants 4192 5% 9 Samsung Technolo 39.610 20% 8 Intel Technology 37.257 5% 10 10 Toyota Automotive 3534 17% SAMSUNG

International Brand Positioning

Brand Development AMSUN Opportunities for New Life Launching People The Next Big Thing Is Here “ Life Companion SAMSUNG

“Opportunities for New Life” “The Next Big Thing Is Here” “Life Companion” “Launching People” Brand Development