Samsung Introduces Color Tv In China
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MARK 512 SAMSUNG CASE
TEAM E-1 C. RENIER | D. FAN | M. TSUI | CB YEOH | I. LAI
SAMSUNG CHINA OVERSE E
COLOR TV
ANALYSIS OF THE MARKETING STARTEGY THROUGH THE EYES OF THEIR CHINA MARKET FLAGSHIP PRODUCT
STATE OF THE MARKET üGrowing market :+ 10% per year
üCurrently dominated by less than 21 “ screen size
THE ISSUE : HOW TO SUSTAIN THE GROWTH FOR SAMSUNG FACTS
CONSEQUENCES
↗ production cost in Korea
↘ competitiveness in the Low-End market
Korean market liberalization
Increased competition on their domestic market
1992: SAMSUNG entry in China
Late comer
U.S. market strategy
Small market share and low brand awareness
[S] trength
Experience in foreign market
Financial Strength
High Cost
Proven Quality Track
Low brand recognition
Extensive production lines
[W] eakness
Plants in China are out of date
Lack of direct distribution channels
[O] pportunity
•
[T] hreat
•
China’s growth momentum
Market evolution
China’s joining WTO in the future
No pre-existing brand image
Strong competition in all segments
Nearly saturated market in urban cities
Alternatives
Low End (<20 inches) Ø Strengths Ø existing production capacity: US Model Ø existing + potential mass market Ø low production costs competitive Ø Ø Weaknesses Ø high competition low profit margin Ø declining market Ø image: low end producer
High End (>20 inch) Ø Strengths Ø higher profit margin Ø higher entry barriers to local company Ø inelastic demand compared to low end Ø growing “need” for bigger screen TV Ø Weaknesses Ø entrenched competition from Japanese brands (75% of existing high end market segment) Ø promotional expenses (ads, dealers/distribution channels) Ø investment costs in production capacity
Hmm…
Recommendations Ø Positioning ØBrand awareness, premium image
Ø Physical positioning ØAdditional features ØProduction in Korea ØPrice vs. quality
Ø Perceptual positioning ØAfter sale services
Ø
Recommendations
27 inch color TV price/quality positioning
Marketing Mix
All questions and constructive comments are welcome!
THANK YOU!
TEAM E-1 C. RENIER | D. FAN | M. TSUI | CB YEOH | I. LAI
SAMSUNG CHINA OVERSE E
COLOR TV
ANALYSIS OF THE MARKETING STARTEGY THROUGH THE EYES OF THEIR CHINA MARKET FLAGSHIP PRODUCT
STATE OF THE MARKET üGrowing market :+ 10% per year
üCurrently dominated by less than 21 “ screen size
THE ISSUE : HOW TO SUSTAIN THE GROWTH FOR SAMSUNG FACTS
CONSEQUENCES
↗ production cost in Korea
↘ competitiveness in the Low-End market
Korean market liberalization
Increased competition on their domestic market
1992: SAMSUNG entry in China
Late comer
U.S. market strategy
Small market share and low brand awareness
[S] trength
Experience in foreign market
Financial Strength
High Cost
Proven Quality Track
Low brand recognition
Extensive production lines
[W] eakness
Plants in China are out of date
Lack of direct distribution channels
[O] pportunity
•
[T] hreat
•
China’s growth momentum
Market evolution
China’s joining WTO in the future
No pre-existing brand image
Strong competition in all segments
Nearly saturated market in urban cities
Alternatives
Low End (<20 inches) Ø Strengths Ø existing production capacity: US Model Ø existing + potential mass market Ø low production costs competitive Ø Ø Weaknesses Ø high competition low profit margin Ø declining market Ø image: low end producer
High End (>20 inch) Ø Strengths Ø higher profit margin Ø higher entry barriers to local company Ø inelastic demand compared to low end Ø growing “need” for bigger screen TV Ø Weaknesses Ø entrenched competition from Japanese brands (75% of existing high end market segment) Ø promotional expenses (ads, dealers/distribution channels) Ø investment costs in production capacity
Hmm…
Recommendations Ø Positioning ØBrand awareness, premium image
Ø Physical positioning ØAdditional features ØProduction in Korea ØPrice vs. quality
Ø Perceptual positioning ØAfter sale services
Ø
Recommendations
27 inch color TV price/quality positioning
Marketing Mix
All questions and constructive comments are welcome!
THANK YOU!
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