MULTINATIONAL ORGANIZATION.

MULTINATIONAL ORGANIZATION
SAMSUNG ELECTRONICS

MULTINATIONAL ORGANIZATION
Contents
EXECUTIVE SUMMARY.................................................................................................................................3
INTRODUCTION...........................................................................................................................................3
HISTORY.......................................................................................................................................................4
IDENTIFICATION, ANALYSIS AND INTERPRETATION OF MARKETING ACTIVITIES AND STRATEGIES.............4
TARGETS..................................................................................................................................................4
POSITIONING...........................................................................................................................................5
LIFE-CYCLE STAGE....................................................................................................................................6
SWOT ANALYSIS.......................................................................................................................................6
BCG MATRIX............................................................................................................................................7
COMPANY STRATEGY FOR GROWTH.......................................................................................................8
COMPANY’S STRATEGIC ALLIANCE..........................................................................................................8
PORTER’S GENERIC STRATEGIES..............................................................................................................8
CONCLUSION-..............................................................................................................................................9
RECOMMENDATION....................................................................................................................................9
Bibliography...............................................................................................................................................10
APPENDIX 1...............................................................................................................................................11
APPENDIX 2...............................................................................................................................................12

MULTINATIONAL ORGANIZATION
EXECUTIVE SUMMARY
In This project report we have taken a multinational company Samsung.
Samsung is a well name in the market either in the segment of smart phone or
tablets or the home appliances like air conditioner’s, refrigerators and washing
machines as day to day useful items. They are the brand leaders especially in smart
phone section. They are doing good business in all over the world and are
continuing their services from all over. In this project we will see that what are the
strengths and weaknesses of the company or the organization and what
opportunities they have to increase their business more consistently, they have
many threats from the competitors as well of course. What are their marketing
strategies and how they follow their strategies to increase their name and fame in
all over the world itself. Samsung is always ready with new features and stylish
products to impress and ensure the all age group people to associated with.
Samsung always care about their customers and their service dealers of course,
they always create a good business value of each product in their mind like some
products are stars which are well establish and giving good business and some are
really slow and question mark to the company or the organization itself. So
Samsung is always focusing on their strengths as well as on their weaknesses so
that business can increase more and more. Like their smart phone business they
want other business runs too fast.
INTRODUCTION
Samsung a big and largest manufacturer of television sets and LCD’s now
getting a good business through smart phone market. In this project you can see the
products Samsung is dealing with and the markets they want to capture and the
product range of course. Samsung as a leader in smart phone is also trying hard to
get same success with other products also. They have many strengths and
weakness which we can find out in this project only and meanwhile we can also
see some new opportunities the company is having with some threats of other
competitors or the copy cats. (Lee Kun-hee 1938)
HISTORY
Today we are taking a bigger and multinational company which has the
highest ranking in its own segment of electronics and that company is one and only

MULTINATIONAL ORGANIZATION
Samsung electronics. Samsung electronics is a South Korean multinational
company which is doing its large scale business in more than 80 countries as well
and having more than 3 lacs no. of employees. Samsung group is a major
manufacturer of many electronics components such as lithium- iron batteries,
memory card devices, semiconductor and hard drive devices for many of the
clients like Sony, Nokia, HTC and Apple as well. It is also the world’s largest
manufacturer of mobile phones and smart phones. They have also introduced
Tablet section of the computers with the name of Samsung galaxy tab collection.
In this project we are explaining about Samsung electronics, their world wide
business, collection of the product they deal with and specially about their
marketing strategies and implementation of those strategies or policies. (Diana
Stickler ,2013)
IDENTIFICATION, ANALYSIS AND INTERPRETATION OF MARKETING
ACTIVITIES AND STRATEGIES-
TARGETS
Samsung is always a bigger group from many years and continuing till now.
They are always focusing on their marketing strategy to increase their sales day by
day. Samsung has a wide range of products like mobile devices which include
smart phones, tablets and other mobile devices. On the other hand they are also
dealing in home appliances (such as refrigerators, air conditioners and many more),
they are also dealing with television sets and LCD’s as they are the biggest
manufacturer of television sets. PRODUCT Marketing is always on top for
Samsung as they have large number of products range like home appliances or
LCD’s or USB flash drives also. (Business news ,2013) In PRICE marketing
Samsung is a market leader in the smart phones specially as they are providing a
bigger range of smart phones which are staring from 5k to even 1.5 Lacs Rs.
Samsung always charge higher amount for their products specially when they
launch them with any new feature or style but, when any of the competitor
launches the same feature or style then, Samsung always decrease the cost of that
particular product. This policy of Samsung is well known skimming policy where
they have to get good and bigger share of the consumers launching new smart
phones before any of the competitor. Samsung is getting a good share and
increased their sales very fast because of PLACE marketing also. Samsung directly
deals with the retailers and their service dealers by this strategy only the service