Samsung Imc Analysis

2674 words - 11 pages

Introduction
Samsung group is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated business, most of them united under the Samsung brand, and is the largest South Korean conglomerate. It was founded in 1938 by Lee byung chul (1910 - 1987). Until today, the small company opened up by Lee become one of the biggest companies in the world and leading in world electronics development, research and sales worldwide. Started just as an instant noodle manufacturer, Samsung now become a leader in various field such as heavy industries, constructions, financial trading company, and many more. After the death of Lee, ...view middle of the document...

In 1996, created its first liquid-crystal display screen, and ten years later, Samsung grew to be the world's largest manufacturer of liquid-crystal display panels. In 2006, Samsung create a joint venture with Sony to produce new generation LCD display. In 2000, Samsung opened a computer programming laboratory in Warsaw, Poland. Its work began with set-top-box technology before moving into digital TV and smartphones. As of 2011, the Warsaw base is Samsung's most important R&D centre in Europe. At the end of 2013, the base is forecast to hire a new 400 recruit to improve their R&D development. By the first quarter of 2012, Samsung took over Nokia as a largest mobile phone manufacturer by unit sales which have been a market leader since 1998. In June 2009, Samsung release their first ever smartphone, Samsung Galaxy and in April 2014, Samsung release their latest innovation of galaxy series Samsung S5 series. In the period of less than five years in the smartphones industries, Samsung become the largest market share provider worldwide in smartphones industries.

By the end of 2013, the group expense on advertising and marketing is $14 billion and the expense expected to rise higher in the year 2014. By the end of 2013, the group is value at $227 billion.

Marketing
Marketing for Samsung is a big part of their operation. From 2009, marketing expense of the group increase significantly. In 2009, the company spend 5 billion US dollar in marketing and until today, the expense increase to more than 14 billion US dollar yearly. Samsung marketing campaign mainly by their smartphones division garner more than any closest competitors. In fact, the group marketing expenses leave behind one of the biggest marketing player coca cola by a nearly massive 7 million dollars in 2013. Below is the chart indicating some of the biggest marketing player worldwide from 2009 – 2013.

Advertisement
Samsung electronics division is famous from their expensive advertisement campaign, most of the prime time for ads in USA for example super bowl, and there will be the ads for Samsung. In 2012 and 2013, Samsung launch two commercial during super bowl and both of the commercial garner some positive response from the citizens. In 2014, the group choose to focus their involvement into another big event in USA, the Academy Award or also known as the Oscar. Samsung become a major sponsorship during the event and even got massive publicity when Ellen DeGeneres took a selfie contain of several A-list actors and actress. The picture is being tweet massively and even causes the twitter to crash for a period of time. The selfie is regard as the most tweets picture to date. This unplanned campaign increases the value of the Samsung decision to sponsoring this year 2014 Academy Award. Samsung group also involve in several sport sponsorship in international level. Samsung sponsors Bundesliga club Bayern Munich. Samsung are the current sponsors of the English Premier League...

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