Assignment No.

1
Strategic Marketing
MBA 5TH Semester

Submitted By:
Wajid Ali
Shakeel Aslam
Haifa Saleem
Nabitta Ishtiaq
Hassan Naseer
Rana Tasaduq
Submitted To:
Prof. Kamran Saeed

SAMSUNG
INTRODUCTION
Samsung was founded by Lee Byung-chul in 1938 as a trading company.
Samsung Electronics was founded in 1969 in Suwon, South Korea as
Samsung Electric Industries.
In 1988, it merged with Samsung Semiconductor and Communications.
In 2006,Samsung was rated 20th in the list of global brands and innovation
and 2nd in the electronics .
In 2009, Samsung overtook Siemens of Germany and Hewlett-Packard of
the USA with revenue of$117.4 billion to take the No.1 spot as the worlds
largest technology company.
1965-1979
Samsung Sanyo electrical founding period
Samsung was setting the base for development.
The fast development period.
1980-2006
Overcoming the depression, developing the tech.
Leading the export and developing.
Changing the direction to overseas.
2007 - 2013
Samsung made relief activities in earthquake-stricken areas of Japan
Samsung Leading the digital convergence revolution.
Electronics opened Samsung Academy in Turkey
Samsung took the 9th place among global top 100 brands with the
brand value of USD 32.9 billion
The way Samsung lead
At Samsung electronics, they believe that crisis are opportunities for
innovation that change is about action .it takes a different kind of strategy to
negative tough economic times and become one the world s leading
companies .

The Samsung company offerings include;

Mobile Device
Home appliances
Computer and peripherals
Camera and camcorder
Tv/ Audio/ video
Miles and Snows four business level strategies

Raymond Miles and Charles Snow suggest that business level strategies
generally fall into one of four categories: prospector, defender, analyzer, and
reactor.
POSPECTOR
An organization that follows a prospector strategy is a highly innovative
firm that is constantly seeking out new market and new opportunities and is
oriented toward growth and risk taking. Samsung mobiles are excellent
example of a firm that uses prospector strategies. Over the years, it has
prided itself on being one of the most innovative major corporations in the
world. Employees at Samsung are constantly encouraged to develop new
products and ideas in a creative way. This focus on innovation has led
Samsung mobile to develop a wide range of products and markets.
MOBILE DEVICE
Samsung cell phones is prospector because
Samsung Mobile is currently producing some
Best Smartphones, Tablets and Business
Phones devices for users all over the world.
The Global Market Samsung cell phones found
its way into American hands for the first time in
1996, when they partnered with Sprint on a line
of sleek and compact phones. A few short years
later, South America and Japan were enjoying the high-end design of
Samsung Mobile phones.

HOME APPLIANCES
Samsung home appliances is analyzer. Samsung
industrial subsidiaries include Samsung Electronics
(the world's largest information technology
company measured by 2012 revenues, and 4th in
market value) Samsung Electronics was
founded in 1969 in Suwon, South Korea as
Samsung Electric Industries, originally
manufacturing home appliances such as
calculators, refrigerators, air conditioners,
washing machines, microwaves, ovens,
vacuum cleaners and air conditioners.

TV/ AUDIO/ VIDEO

In 1981, Samsung had manufactured over 10million black and white TVs. It
is a defender because it has maintained and secured the stable market .In
1988, it merged with Samsung Semiconductor & Communications. Samsung
Electronics is the global market leader in more than 60 products, including
semiconductors such as DRAM , SD RAM, flash memory and hard drives,
digital displays such as LCD displays, plasma displays and LED displays ,
home electronics such as TVs, DVD players, Blu-ray players, home cinema
systems, set-top boxes and projectors, MP3 players, digital cameras.