Samsung Home Theater System - Yola



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We believe that through technology innovation today, we will find the solutions we need to address the challenges of tomorrow. From technology, comes opportunity—for businesses to grow, for citizens in emerging markets to prosper by tapping into the digital economy, and for people to invent new possibilities.

It’s our aim to develop innovative technologies and efficient processes that create new markets, enrich people’s lives and continue to make Samsung a trusted market leader.

History

Samsung Group headquarters at

Seocho Samsung Town, Seoul.

Samsung and others (Besix, Turner) are

constructing the world's tallest building,

the Burj Dubai (818 m) in the UAE.

Samsung constructed

Petronas Twin Towers in Malaysia.

Samsung, as a subcontracter, constructed

The the Taipei 101 in Taiwan, the world's

tallest completed skyscraper.

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From its inception as a small export business in Taegu, Korea, SAMSUNG has grown to become one of the world's leading electronics companies, specializing in digital appliances and media, semiconductors, memory, and system integration. Today SAMSUNG's innovative and top quality products and processes are world recognized.

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1938-1969 SAMSUNG's Beginnings

On March 1, 1938, founding chairman Byung-Chull Lee started a business in Taegu, Korea, with 30,000 won.

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|1970 |Black-and-white TV (model: P-3202) production started by SAMSUNG-Sanyo |

|1969 |SAMSUNG-Sanyo Electronics established (renamed SAMSUNG Electro-Mechanics in March 1975 and merged with SAMSUNG Electronics in March 1977) |

|1963 |DongBang Life Insurance acquired (renamed SAMSUNG Life Insurance in July 1989) |

|1951 |SAMSUNG Moolsan established (now SAMSUNG Corporation) |

|1938 |SAMSUNG founded in Taegu, Korea |

1970-1979 Diversifying in Industries and Electronics

In the 1970s, SAMSUNG laid the strategic foundations for its future growth by investing in the heavy, chemical, and petrochemical industries.

|1979 |Began mass production of microwave ovens |

|1978 |4 millionth black-and-white TV (most in the world) produced |

|1974 |SAMSUNG Petrochemical established |

| |Began washing machine and refrigerator production |

|1972 |Began production of black-and-white televisions for domestic sale |

1980-1989 Entering the Global Marketplace

SAMSUNG's core technology businesses diversified and expanded globally during the late 1970s and early 1980s.

|1989 |SAMSUNG BP Chemicals founded |

| |20 millionth color TV produced |

|1987 |SAMSUNG Advanced Institute of Technology opened for R&D purposes |

|1986 |Developed the world's smallest, lightest 4mm video tape recorder |

|1984 |SAMSUNG Data Systems established (Renamed SAMSUNG SDS) |

| |First VCRs exported to the US |

1990-1993 Competing in a Changing Tech World

The early 1990s presented tremendous challenges for high-tech businesses.

|1993 |SAMSUNG Electronics acquired U.S. firm HMS |

|1992 |Development of world's first 64M DRAM completed |

|1991 |SAMSUNG supported installation of Korean Pavilion at the Royal Museum of England |

| |Development of mobile phone handset completed |

1994-1996 Becoming a Global Force

In the mid-1990s, SAMSUNG revolutionized its business through a dedication to making world-class products, providing total customer satisfaction, and being a good corporate citizen – all under the vision of "quality first."

|1996 |Development of 1G DRAM completed |

| |Developed world's fastest CPU (central processing unit), the Alpha chip |

|1994 |Development of world's first 256M DRAM completed |

| |30 millionth microwave oven produced |

1997-1999 Advancing the Digital Frontier

Despite the 1997 financial crisis that affected nearly all Korean businesses, SAMSUNG was one of few companies that continued growing, thanks to its leadership in digital and network technologies and its steady concentration on electronics, finances, and related services.

|1999 |First in the world to mass-produce and offer a full line up of digital TVs |

| |Developed wireless Internet phone (Smartphone), a small, multi-function phone |

|1997 |Developed world's lightest PCS (105g) |

2000-Present Pioneering the Digital Age

The digital age has brought revolutionary change – and opportunity – to global business, and SAMSUNG has responded with advanced techno-logies, competitive products, and constant innovation.

|2008 |Named Yoon-Woo Lee as a Vice Chairman & CEO of Samsung Electronics |

| |Developed the world's first 2Gb 50 NANO |

| |No.1 worldwide market share position for TVs achieved for the 9th quarter in a row |

|2007 |Attained No.1 worldwide market share position for LCD for the sixth year in a row |

|2003 |Ranked 5th on the "Most Admired Electronics Company" list released by the Fortune Magazine |

|2000 |Develops Unique All-in-one DVD Player |

| |Developed world's first 512Mb DRAM |

Social welfare programs

Children are the future of our society and the SAMSUNG Welfare Foundation, along with SAMSUNG's affiliates, is actively involved in the upbringing of children and in helping people in need become self-sufficient.

We do all we can to enhance the quality of life for our neighbors.

Since 1999, for five consecutive years, SAMSUNG has donated 10 million dollars each year to help and care for the needy people in our society. Especially, SAMSUNG donated 20 million dollars in 2004.

Activity

• Building/operating daycare centers for low-income children

• Establishing exclusive plants for the physically disabled

• Support Program for Elderly Citizens

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Products

Consumer Product

• Mobile phones - CDMA, GSM

• Televisions - LCD TV, Plasma TV

• Audio / Video - Blu-ray, Home theater projectors, MP3 & DVD players

• Cameras & Camcorders - Digital cameras, Camcorders

• Computers & Peripherals - Desktop monitors, Hard disk drive

• Printers & Multifunction - Monochrome laser printers, laser & Color printers & faxes

• Home appliances-Refrigerators, Washers & Dryers, Microwaves, Air conditioners

• CCTV - Camera, Monitor, Controller

Business Product

• Business Products - Mobile computing, LCD monitors, Data projector

• Telecommunication- Business telephone systems

• Set Top Box- Digital video recorder, Digital satellite receiver

Corporate strategic planning

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Samsung is useing diversification approach by producing different products in new but related industry (related diversification) i.e. mobile phones, televisions, audio and video, camera and camcorders, computers and peripherals, printers and home appliances

Business unit strategic planning

Samsung is using differentiation strategy for its home theater systems by differentiating its products from its competitors in terms of innovation, cutting edge technology and world class design

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SWOT Analysis

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Strengths

• New product concept to rollout in five months

• Catching the pulse of the consumer, offering good designs & understanding emotions

• Heavy investments in product design, technology and human resources

• Focus on innovative products for the high-end market

• Cash rich

• Vertical integration (manufacture everything self)

• Research and devalopment

• Surrounding sound system wih ligh and heavy sound

• Low bureaucracy

• Speed of delivery

• Tapping into youth

• Design of products

• Constant

Weaknesses

• Not proactively coming out with newer models

• Lack in product differentiation

• Not very user friendly designs

Opportunities

• Distinguish its services from competitors

• Offer product variations

• Tie up with service providers

• Lowering the price of its products by just 20% in many countries could increase its profitability by 43% (as per a study report)

• To unseat Sony as the most valuable electronics brand and most important shaper of trends. To dominate the digital home competing with Sony and Philips.

• Capitalize on reputation, image

Threats

• Energy crisis in Pakistan

• Political instability

• Aggressive competitors like Sony, LG eating into its share

• Not keeping track of new trend in the market

• Ability of others to copy design (LG)

Strategic alliances

Promotional alliance

Samsung has promotional alliance with the phone tel Pvt. Limited, Makro cash & carry, Metro cash & carry and Hyperstar for promoting its products

Logistics alliance

DWP group provide logistics services to Samsung electronics company digital world Pakistan

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Competitors

Samsung has different competitors in its market of home theater system that can eat up to its market share there are two classes of its competitors i.e. direct competitors, indirect competitors

Direct competitors- all the companies that are involved in producing the home theater systems are classified as its direct competitors which are:

• Sony

• LG

• Philips

• Toshiba

Indirect competitors- all the companies that are producing the products related to Samsung home theater systems are classified as its indirect competitors as indirect competitors can also pose a threat to company towards achieving strategic aim along with direct competitors. Its main indirect competitors are:

• Pioneer

• Kenwood

• Mitsubishi

• Yamaha

Analyzing the Macroinvironment

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Needs and Trends

Samsung closly look at the changing consumer preferences, fashions, style, trends and maga trends and offers the products in pursuance of these trends

Other Macroenvironment forces

Demographic environment- the overall population of the world and Pakistan is continuously increasing

Economic environment- the consumer market of Pakistan consist of people with different income levels some are poor and some are rich and based upon that income level they choose among different products based upon their income level

Social-cultural environment- Pakistan market is a mix of different cultures and values, rattails of the people change with the change in social culture

Natural environment- natural environment is changing rapidly throughout the world due to this phenomena the overall environment of the world is changing i.e. global warming

Technological environment- the technological environment of Pakistan and the world is continuously changing and has a major effect on the buying preferences of the people

Political-Legal environment- the political environment of Pakistan is not very stable and there is a rapid change of governments due to which there are changing policies of new governments which effects the whole market of Samsung (home theater system)

Levels of segmentation

Samsung is targeting the customer market by dividing it into diferent segments and offering each segment different product based on their common characteristics

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Bases for Segmenting Consumer Markets

The consumer market for samsung home theater system has been divided using four schemes of segmentation variables i.e geographic, demographic, psychographic and behavioural

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Geographic Segmentation

Region- Samsung has divided the Pakistani market into different geographical regions such as northern, eastern and southern areas

City- Samsung is targeting different cities of Pakistan differently by dividing different cities as different markets

Demographic Segmentaton

Age- age factor is not really involved in Samsung segmentation but its most users are adults enthusiastic people

Family size- Samsung home theater systems are offered for all family sizes

Gender- Samsung home theater system is equally beneficial for male and female

Income- Samsung home theaters are offered with varying features to different peoples based upon their income level i.e. low (upto Rs. 30000) lower middle (Rs. 30000-60000) middle (Rs. 60000-80000) upper middle (Rs. 80000-100000) and high (above Rs. 100000)

Occupation- Samsung has divided the consumer into different categories based upon their occupation i.e. businessman, self employed, students and teachers

Education- Samsung is also keen to know about the education level of its target market i.e. illiterate, school 5 to 15, nongraduate, graduate and postgraduate

Psychographic Segmentation

Lifestyle- Samsung is also classifying customers on different levels based on different lifestyle of the people i.e. culture oriented, sports oriented, outdoor oriented

Personality- customers are differentiated on the varying level of personality such as compulsive, ambitious

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Samsung: Building brand equity through brand community

Samsung has created a strong brand around innovation, cutting edge technology and world class design.

Samsung belongs to best consumer electronics brand : November 8th 2005

In a survey of the top 100 global brands, Business Week magazine & Inter brand Consultancy have valued Samsung's brand at $14.9 billion in 2005, making it the world's topmost consumer electronics brand, a position long held by more entrenched player Sony. Samsung was at 8th position last year and now it rank 12th position in the ranking of top global brands.

20th rank in Top100 Global brand

Our 20th rank in the Top 100 Global brands is a testimony of the trans-formation the company has undergone in the last few years.

Points-of-Difference and Points-of-Parity

Points of Difference (PODs)

Samsung is differentiating its products in terms of innovation, cutting edge technology and world class design from its competitors in order to maintain a core competency

Points of Parity (POPs)

Samsung is offering different models in its line of home theater systems with varying features and these products are priced based on these varying features

Differentiation strategy

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Product differentiation

Samsung differentiates its products from its competitors in terms of cutting edge technology and world class design

Personel differentiation

One of Samsung's strongest assets is our team of talented researchers and engineers. More than a quarter of all Samsung employees—42,000 people—work everyday in research and development, and we expect that number to surpass 50,000 by 2010.

Image differentiation

Samsung has crafted an innovative image in the minds of the consumers

Buying situations

Samsung uses both situations in ordering for its business supplies, it makes most decisions in new task and lesser in straight rebuy situation

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Straight rebuy

The purchasing department of Samsung reorders supplies such as office supplies and bulk chemical on routine basis and chooses from a approved list

New task

Whenever Samsung purchases an item for the first time it offers for an open tender and chooses from the business suppliers on the bases of suitability

Korean electronics giant, Samsung, has many divisions. Two of them, Samsung Electro-Mechanics (SEMCO) and Samsung Electronics Co. (SEC) supply the parent company with the electronic components used in Samsung's products.

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Products (Home Theater System)

5.1 channel home theatre system

• Bluetooth

• 1080p video Up-Scale

• Anynet+ (HDMI-CEC)

• USB host

Price MRP Rs. 42,900/-

HT-TX715T

5.1 channel home theatre system

• USB host with CD ripping

• BD wise

• Bio Kelp Speaker

• Auto Sound Calibration

Price Rs. 29,900/-

HT-TX725

5.1 channel home theatre system

• Bluetooth

• 1080p video Up-Scale

• Anynet+ (HDMI-CEC)

• USB host

Price Rs. 19,900/-

HT-TZ315

• Bio Kelp Speaker

• 1080p video up-scale

• USB host with CD ripping

• power bass

Price Rs. 14,900/-

HT-Z220

USB host with CD ripping

• Bio Kelp Speaker

• Anynet+ (HDMI-CEC)

• 1080p Video Up-scale

Price Rs. 15,900/-

HT-Z320

Power and performance

• 1080p video up - scale

• Anynet + (HDMI - CEC)

• USB Host

Price Rs. 18,900/-

HT-TZ225

Home theatre surround system

• 1080p video Up-scale

• USB Host

• Anynet+ (HDMI-CEC)

• Wireless-Ready

Price Rs. 17,900/-

HT-TZ312T

Home theatre surround system

• Bluetooth

• 1080p video Up-scale

• Anynet+ (HDMI-CEC)

• USB Host

Price Rs. 14,900/-

HT-Z310

Full featured home theatre system with wireless rear speakers

• USB Host

• 1,080p video up-scale

• ASC (auto sound calibration)

• Anynet+(HDMI-CEC)

Price Rs. 24,900/-

HT-TZ425

Upgrade your TV's sound

• TV best match (40 inch or above)

• wall mount or display on table top

• wireless active subwoofer

• optical sync with TV

Price Rs. 24,900/-

HT-WS1R

Home theatre system

• Full HD Up-Scaling

• Anynet+ (HDMI-CEC)

• USB host

• wireless ready

Price Rs. 44,900/-

HT-X810T

Single disc home theatre surround sound system

• powerful sound

• DivX playback

Price Rs. 9,900/-

HT-Z110T

DVD home theatre system

• USB Host

• power bass

• Dolby Digital Plus

Price Rs. 10,900/-

HT-Z121T

5.1 channel satellite speakers' home theatres system with 800W high power output

• 1080p video Up-scale

• Anynet+ (HDMI-CEC)

• USB Host

Price Rs. 12,900/-

HT-Z210T

Accessories and Packing

Price

|Product (home theater system) |Model |Prices (Rs.) |

|5.1 channel home theater system |HT-TX715T |42,900 |

| |HT-TX725 |29,900 |

| |HT-TZ315 |19,900 |

| |HT-Z220 |14,900 |

| |HT-Z320 |15,900 |

|Power and performance |HT-TZ225 |18,900 |

|Home theatre surround system |HT-TZ312T |17,900 |

|Home theatre with wireless speakers |HT-TZ425 |24,900 |

|Upgrade your TV's sound |HT-WS1R |24,900 |

|Home theatre system |HT-X810T |44,900 |

|Single disc surround sound system |HT-Z110T |9,900 |

|DVD home theatre system |HT-Z121T |10,900 |

|5.1 channel satellite speakers |HT-Z210T |12,900 |

|Home theatre surround system |HT-Z310 |14,900 |

Place

The samsung home theater products are available in the following places of pakistan

• Makro cash & carry

• Metro cash & carry

• Hyperstar

• HKB

• Samsung outlets

• Abid market

• Hall road

Outlets

Samsung has 18 outlets in all over pakistan out of which 10 are in the lahore

Competitive strategies

Samsung is the market leader in the market of home theater system and therefore it will have to use defence strategies in order to defend its market share from its competitors

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Promotion:

The objectives of samsung promotional activities is to create awareness about our product and to get desired market share through our promotional efforts.

Promotional Mix:

Samsung uses promotion mix in ordr to deliver and communicate obout its products to final consumers:

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Advertisement

Samsung advertises its products through magazines, news papers, television commercials, bill boards, posters and its own web site ()

Advertisement budget

According to a report from Advertising Age, Samsung is reviewing its estimated $600 million global advertising account. The U.S. account, which is reportedly worth $152 million, is currently handled by WPP Group's MindShare. The most recent data suggests that Samsung spent some $626 million on advertising worldwide in 2009. Publicis Group's Leo Burnett Worldwide currently handles creative advertising and branding.

Public Relations

Samsung is very keen in building a good relation with our clients as it is very essential to capture large share in the market. These public relations are built by engaging in activities like

Sales Promotion

Our major sales promotion is by giving special discounts or coupons to our customers and retailers. We arrange these kinds of discount activities’ on timely basis to keep an edge over our competitors.

Direct Marketing

We are sending our sales people to approach customers to build relations with them. Another technique we are useing is sending occasional mails to the registered users on the web, thus communicating ourselves directly with the most potential group of our market.()

Conclusion:

Samsung for over 70 years has been dedicated to making better world through diverse businesses that today span advaced technology, semiconducters, skyscraper and plant construction, petrochemicals, fashion, medicine, finance, hotels, and more. Our flagship company, samsung electronics, leads the global market in high-tech electronics manufactering and digital media.

Through innovative, reliable products and services, talented people, a responsible approach to business and global citizenship and colaboration with our partners and customers, samsung is taking the world in imaginative new directions.

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Project Report:

Samsung Home Theater System

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Group Members

Awais Naeem 083158

M. Asim Riaz 083159

Khuram Shahzad 083268

Shakeel Anjum 083277

Abrar Hussain 083109

Submitted To - Shazif Iqbal

Institute of management Sciences, Lahore

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