Marketing international Samsung

Cuprins proiect Cum descarc?

1. Descrierea generala a companiei 3
2. Analiza clientilor si concurentilor 11
3. Mediul de marketing 12
4. Strategii de prelucrare a pietelor 16
5. Specificitati ale mixului de marketing 21
6. Strategia de sustenabilitate a companiei 24
7. Concluzii si recomandari 26
Bibliografie 27


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1. Descrierea generala a companiei
Samsung este o companie sud-coreeana, fiind una dintre cei mai mari producatori de dispozitive electronice din lume. Aceasta este specializata in productia unei game largi de produse electronice destinate atat consumatorilor, cat si industriei precum: aparate, dispozitive media digitale, semiconductori, cipuri de memorie si sisteme integrate. De-a lungul timpului, Samsung a devenit unul dintre cele mai cunoscute nume din domeniul tehnologiei producand aproximativ o cincime din exporturile totale din Coreea de Sud (britannica.com, 2018).
Compania Samsung si-a delimitat pietele de desfacere in functie de regiuni astfel:
Figura 1: Pietele pe care activeaza compania Samsung
Sursa: samsung.com/ro, 2018
In ceea ce priveste cifra de afaceri a companiei din 2017, la nivel global a fost de 223,45 miliarde de dolari. Fiind o companie globala, aceasta si-a delimitat pietele de desfacere in functie de regiuni. Astfel cifra de afaceri din 2017 pentru Europa a fost de 44,4 trilioane de woni coreeni, pentru cele doua Americi 81 trilioane de woni coreeni, pentru Asia/Africa a fost de 82,6 trilione woni coreeni, iar pentru Coreea de Sud cifra de afaceri a fost de 31,6 trilione woni coreeni (samsung.com/ro, 2018). La nivelul Romaniei, compania Samsung a inregistrat pe anul 2017 o cifra de afaceri de 4,227 miliarde lei ( 925,4 mil euro) (zf.ro, 2018).
Samsung activeaza pe o piata ce este extinsa la nivel mondial avand o gama larga de servicii si produse. Compania dezvolta, produce si vinde diverse produse de consum, inclusiv telefoane mobile, tablete, televizoare, playere Blu-ray, DVD playere, sisteme de ,, home theater ", camere digitale si camere video; electrocasnice, cum ar fi frigidere, aparate de aer conditionat, masini de spalat, cuptoare si masini de spalat vase; PC-uri, notebook-uri, monitoare, unitati de disc optice, imprimante si produse periferice; produse de memorie si de stocare, cum ar fi unitati SSD si carduri de memorie; si accesorii. De asemenea, compania ofera echipamente medicale, infrastructura de telecomunicatie, inclusiv sisteme de retele wireless, fiind implicata si in fabricarea componentelor semiconductoare. Samsung Electronics furnizeaza si servicii de reparatii pentru dispozitive electronice, servicii generale de consultanta si servicii de comunicatii (crunchbase.com, 2018). Din anul 2000, aceasta si-a extins domeniul de activitate si a inceput sa se implice activ si in constructia unor motoare de avioane primind contracte avantajoase, cel mai semnificativ dintre acesta fiind cel care avea la baza productia de motoare pentru aeronavele Airbus A380 (traficant.ro, 2012).
Veniturile pe care le-a inregistrat compania delimitat in functie de regiune sunt urmatoarele:


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Bibliografie

1. Acioly, Lima & Ribeiro, 2012. Internationalization of Companies. Institute for Applied Economic Research, p. 151.
2. Brindha, G., 2017. Integrated Marketing Communication Strategies of Apple and Samsung. International Journal of Research and Development - A Management Review , p. 71.
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Available at: https://www.britannica.com/topic/Samsung-Electronics
[Accesat 27 11 2018].
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Available at: https://commons.wikimedia.org/wiki/File:Samsung_Electronics_quarterly_results.svg
[Accesat 18 12 2018].
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Available at: https://www.crunchbase.com/organization/samsung-electronics#section-overview
[Accesat 27 11 2018].
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[Accesat 4 12 2018].
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[Accesat 9 12 2018].
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[Accesat 8 12 2018].
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[Accesat 29 11 2018].
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[Accesat 10 12 2018].
12. mbaskool.com, 2018. https://www.mbaskool.com. [Interactiv] 
Available at: https://www.mbaskool.com/marketing-mix/products/16860-samsung.html
[Accesat 29 11 2018].
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Available at: http://myassignmenthelp.info/assignments/marketing-essay-innovation-strategies-samsung/
[Accesat 8 12 2018].
14. news.samsung.com, 2016. https://news.samsung.com. [Interactiv] 
Available at: https://news.samsung.com/global/the-circular-economy-today-and-tomorrow
[Accesat 4 12 2018].
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Available at: https://news.samsung.com/global/history-of-samsung-23-samsung-electronics-starts-a-new-chapter-2008
[Accesat 27 11 2018].
16. news.samsung.com, 2018. https://news.samsung.com. [Interactiv] 
Available at: https://news.samsung.com/global/fast-facts
[Accesat 7 12 2018].
17. notebookcheck.net, 2018. https://www.notebookcheck.net. [Interactiv] 
Available at: https://www.notebookcheck.net/Samsung-sets-objective-for-2018-at-320-million-smartphone-shipments-company-to-focus-on-higher-profit-margins.275988.0.html
[Accesat 28 11 2018].
18. researchaccess.com, 2014. http://researchaccess.com. [Interactiv] 
Available at: http://researchaccess.com/2014/07/social-media-research/
[Accesat 8 12 2018].
19. research-methodology.net, 2017. https://research-methodology.net. [Interactiv] 
Available at: https://research-methodology.net/samsung-marketing-mix-samsung-7ps-marketing/
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Available at: https://research-methodology.net/samsung-corporate-social-responsibility/
[Accesat 1 12 2018].
21. samsung.com/ro, 2018. https://www.samsung.com/ro. [Interactiv] 
Available at: https://www.samsung.com/ro/aboutsamsung/sustainability/facts-and-figures/economy/
[Accesat 27 11 2018].
22. samsung.com/ro, 2018. https://www.samsung.com/ro. [Interactiv] 
Available at: https://www.samsung.com/ro/aboutsamsung/sustainability/facts-and-figures/society/
[Accesat 28 11 2018].
23. samsung.com/ro, 2018. https://www.samsung.com/ro. [Interactiv] 
Available at: https://www.samsung.com/ro/aboutsamsung/vision/vision2020/
[Accesat 28 11 2018].
24. samsung.com/ro, 2018. https://www.samsung.com/ro. [Interactiv] 
Available at: https://www.samsung.com/ro/aboutsamsung/vision/philosophy/samsung-spirit/
[Accesat 28 11 2018].
25. samsung.com/ro, 2018. https://www.samsung.com/ro. [Interactiv] 
Available at: https://www.samsung.com/ro/aboutsamsung/sustainability/strategy/
[Accesat 4 12 2018].
26. samsung.com, 2017. https://www.samsung.com. [Interactiv] 
Available at: https://www.samsung.com/us/smg/content/dam/samsung/us/aboutsamsung/2017/Samsung_Electronics_Sustainability_Report-2017.pdf
[Accesat 28 11 2018].
27. samsung.com, 2018. https://www.samsung.com. [Interactiv] 
Available at: https://www.samsung.com/global/ir/financial-information/financial-valuation-snapshot/
[Accesat 19 12 2018].
28. scridb.com, 2015. https://www.scribd.com. [Interactiv] 
Available at: https://www.scribd.com/doc/192324831/Elaborarea-Strategiei-de-Piata-a-Firmei-Samsung-Group?fbclid=IwAR2mWBXepljvMb2JBIgu3jFmyrx3AsYVtA262zZulNsMg8wjhHUD6bfliBQ
[Accesat 12 10 2018].
29. Simonin, D., 2014. International Strategy: The Strategy of Samsung Group. [Interactiv] 
Available at: https://www.researchgate.net/publication/285370984_International_Strategy_The_Strategy_of_Samsung_Group
[Accesat 28 11 2018].
30. strategicmanagementinsight.com, 2018. https://www.strategicmanagementinsight.com/. [Interactiv] 
Available at: https://www.strategicmanagementinsight.com/swot-analyses/samsung-swot-analysis.html
[Accesat 07 12 2018].
31. traficant.ro, 2012. http://traficant.ro. [Interactiv] 
Available at: http://traficant.ro/diverse/interesant/istoria-companiei-samsung?fbclid=IwAR0UYdJ9vxU7qWPP9aE3A46IewpQupR9oZqp2WWWqK3E6GJG8Ii1vhUo5oE
[Accesat 7 12 2018].
32. ukessays.com, 2016. https://www.ukessays.com. [Interactiv] 
Available at: https://www.ukessays.com/essays/marketing/strategic-analysis-and-market


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