Group 10 [BM Thu Shift 5] - Final Written Report - Brand Managenment | Đại học Hoa Sen

MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY
FALCULTY OF BUSINESS AND MANAGEMENT FINAL REPORT
SAMSUNG BRAND MANAGEMENT IN VIETNAM Class ID : MK401DE02 3 0300 Group : Group 10 June 2021
TABLE OF PERFORMANCE EVALUATION Level of No. Full name Work completion Write the report - SWOT, Target Customer, Competition; - Branding and Marketing 1 Nguyßn Quÿnh Thÿy Tiên activities, method, 100% channels; - Brand challenges and opportunities; and - Brand Equity. Write the report - Brand Positioning, Resonance, Value Chain; 2 Lê Minh Qußc Tu¿n 100% - Brand Elements, Associations, Mantra; and - The growth of the brand.
Design the slide for presentation. Write the report 3 Hoàng Thß Kim Y¿n 100% - Value Chain; - Conclusion Proofread the report. 4 Nguyßn Thß Liên Anh 100%
Write the report (Introduction). i TABLE OF CONTENTS
ADKNOWLEDGEMENT ......................................................... Error! Bookmark not defined.
TABLE OF PERFORMANCE EVALUATION ................................................................... i
TABLE OF CONTENTS ........................................................................................................ ii
LIST OF FIGURES ............................................................................................................... iv
LIST OF TABLES ................................................................................................................. vi
INTRODUCTION .................................................................................................................... 1
1. History ............................................................................................................................... 1
2. Brand Architecture ............................................................................................................ 3
3. Product and Price .............................................................................................................. 3
4. Brand Performance and Achievement ............................................................................... 6
5. Recent news ....................................................................................................................... 9
FINDINGS AND INTERPRETINGS .................................................................................. 11
1. Overall analysis ............................................................................................................... 11
1.1. SWOT Analysis .................................................................................................... 11
1.2. Target Customer .................................................................................................... 11
1.3. Competitor Analysis ............................................................................................. 11
2. Branding and Marketing .................................................................................................. 13
3. Channels .......................................................................................................................... 14
4. Brand Challenges and Opportunities ............................................................................... 16
4.1. Challenges ............................................................................................................. 16
4.2. Opportunities ......................................................................................................... 17
5. Company Brand Equity ................................................................................................... 17
6. Brand Positioning ............................................................................................................ 18
7. Brand Elements ............................................................................................................... 19
8. Brand Associations .......................................................................................................... 20
9. Brand Resonance ............................................................................................................. 22
10. Brand Value Chain ........................................................................................................ 23
10.1. Stage 1: Marketing Program Investment ............................................................ 23 ii
10.2. Program Quality Multiplier ................................................................................. 24
10.3. Stage 2: Customer Mindset ................................................................................. 24
10.4. Market Condition Multiplier ............................................................................... 26
10.5. Stage 3: Marketing Performance ......................................................................... 28
10.6. Investor Sentiment Multiplier ............................................................................. 31
10.7. Stage 4: Shareholder Value ................................................................................. 32
11. Brand Mantra ......................................................................................................... 34
12. Brand Growth ................................................................................................................ 34
CONCLUSION ....................................................................................................................... 37
1. Comments and suggestions ............................................................................................. 37
1.1. Too many product lines ......................................................................................... 37
1.2. Inefficient and customer-unreachable marketing .................................................. 37
1.3. Scandals ................................................................................................................ 38
1.4. Easy-to-copy design .............................................................................................. 39
1.5. Inappropriate promotion ....................................................................................... 39
1.6. Vietnamese customers9 opinions .......................................................................... 40
2. Conclusion ....................................................................................................................... 40
REFERENCES ..................................................................................................................... viii iii LIST OF FIGURES
Figure 2.1 3 Samsung Brand Architecture ................................................................................. 3
Figure 4.1 3 Samsung Electronics Vietnam9s revenue from 2011 to 2020 ............................... 6
Figure 4.2 3 Smartphones market share in Vietnam from November 2019 to November 20206
Figure 4.3 3 Korean doctors conducting surgery for patients in Thai Nguyen .......................... 7
Figure 4.4 3 Volunteers of Samsung repairing computers for students in Thai Nguyen ........... 7
Figure 4.5 3 Samsung Electronics Vietnam and Lego Education co-operated seminar the Future throught STEM Education= ...................................................................................... 8
Figure 4.6 3 Demo construction design of the school built to give to teachers and students in
Tri Le .......................................................................................................................................... 8
Figure 5.1 3 Samsung Galaxy S21 5G ....................................................................................... 9
Figure 5.2 3 Samsung Forecast to displace Intel for top spot in semiconductor sales in 2021 10
Figure 1.3.1 3 Mobile Vendor market share in Vietnam 3 May 2021 ..................................... 11
Figure 1.3.2 - Mobile Vendor market share in Vietnam from May 2020 to May 2021 .......... 12
Figure 3.1 3 Samsung Galaxy A51 promotional clip ............................................................... 14
Figure 3.2 3 Samsung Plaza in Cau Giay, Hanoi ..................................................................... 15
Figure 3.3 3 Samsung Vietnam running ads on Facebook ...................................................... 15
Figure 3.4 3 Samsung Vietnam website ................................................................................... 16
Figure 6.1 3 Samsung Brand perceptual map .......................................................................... 19
Figure 7.1 3 Samsung Brand name .......................................................................................... 19
Figure 7.2 3 Samsung Logo ..................................................................................................... 20
Figure 8.1 3 Samsung brand associations ................................................................................ 20
Figure 10.1.1 3 Samsung edition of Marvel9s Avengers Age of Ultron .................................. 23
Figure 10.2.1 3 Samsung Galaxy S10+ - Park Hwang-Seo products as a gift for Vietnam9s
football achievements .............................................................................................................. 24
Figure 10.3.1 3 Most popular smartphone brands in Vietnam in 2020 ................................... 25
Figure 10.3.2 3 Smartphone vendors9 market share in Vietnam in Q4 2020 ........................... 25
Figure 10.4.1 3 Top 10 smartphones by revenue share and volume share in Q1 2021 ........... 27
Figure 10.4.2 3 Global top 10 smartphones in Q3 2020 .......................................................... 27 iv
Figure 10.5.1 3 iPhone 6S and Samsung Galaxy 6 comparison .............................................. 28
Figure 10.5.2 3 Demand curve of Samsung Note 3 ................................................................. 29
Figure 10.5.3 3 Samsung Profits Recover ................................................................................ 30
Figure 10.6.1 3 Worldwide Smartphone Forecast Q4 2020 .................................................... 31
Figure 10.7.1 3 Samsung stock price ....................................................................................... 33
Figure 11.1 3 Samsung Mental map ........................................................................................ 34
Figure 12.1 3 Samsung Galaxy Tab ......................................................................................... 35
Figure 12.2 3 Samsung Galaxy S2 ........................................................................................... 35
Figure 12.3 3 Samsung virtual device ...................................................................................... 36
Figure 12.4 3 Apple iPhone 12 PLED display panels supplied by Samsung and LG ............. 36
Figure 1.2.1 3 Press conference launching Galaxy A52 and Galaxy A72 ............................... 38
Figure 1.3.1 3 Exploding Samsung Galaxy S7 ........................................................................ 38
Figure 1.3.2 3 Samsung Group Vice Chairman Lee Jae-yong indicted on charges of
embezzlement and bribery ....................................................................................................... 39
Figure 1.5.1 3 Price of Samsung smartphones at Cellphone ................................................... 40 v LIST OF TABLES
Table 1.1 3 Samsung History ..................................................................................................... 2
Table 3.1 3 Samsung smartphones and prices ........................................................................... 5
Table 1.1.1 3 Samsung SWOT matrix ..................................................................................... 11
Table 10.5.1 3 Samsung profitability ....................................................................................... 30
Table 11.1 3 Samsung Brand mantra ....................................................................................... 34 vi INTRODUCTION 1. History Time History
Samsung Electronics began operations in 1969 and quickly
rose to prominence in the Korean market. During this first
phase of business operation, the burgeoning home electronics
industry provided a burst of growth, and the company began 1969 - 1979
exporting its products for the first time. Samsung Electronics
also purchased a 50 percent stake in Korea Semiconductor,
which strengthened the company's position as a market leader
in semiconductor manufacturing.
During the late 1970s and 1980s, Samsung Electronics'
core technological businesses diversified and globalized.
Samsung Electronics' increased focus on technology resulted
in the establishment of two research and development (R&D)
institutions that enabled the company to expand its reach even further into electronics, semiconductors, optical 1980 3 1989
telecommunications, and new technology innovation fields
from nanotechnology to advanced network architecture.
During the time starting from 1987, Samsung Electronics
set out to reorganize old businesses and established new ones
in order to become one of the top five electronics corporations in the world.
In the early 1990s, high-tech business faced a hardship of
huge challenges as competition and coalition were gradually
growing. At this time, companies had to audit their technology 1990 3 1993
and service offerings. Samsung Electronics was not an outlier
in this case. Samsung Electronics concentrated on their
business strategies and responded better to the market demands.
In the middle of 1990s, Samsung dedicated to completely 1994 3 1996
change its business by putting quality as its top priority. Its
dedication during this time was to make world-class products, 1
deliver satisfaction to customer, and be seen as a responsible citizen-oriented corporate.
17 products including semiconductors, computer monitors,
TFT-LCD screens, color picture tubes made it to the top five
products market share all over the globe. On top of that, 12
others gained their own places in the areas of their markets as well.
Furthermore, Samsung also fulfilled its corporate social
responsibility in social general healthcare, conserving the
environment, cultural and sports events, especially in sports
marketing. As a result, its chairman, Mr. Kun-hee Lee, was
chosen to join the International Olympic Committee (IOC) in
1996. This further improved the image of a world-athletic contributor.
Owing to the financial crisis in 1997, nearly all Korean
businesses in Korea struggled with the damages of its.
However, few companies continued growing including 1997 3 1999
Samsung Electronics. The reasons were because of leading in
digital and network technologies in their area of business and
focusing on electronics, finances and related services.
Digital era has been a revolution changing the market and
offer opportunities for companies all over the globe. Even so, 2000 3 2004
Samsung maintain its leading place in the market by
competing through non-stop innovation.
Samsung made it to top 10 brand in Best Global Brand. The 2005 3 Present
success of Samsung is undeniable as it has been seen as an
industry leader and recognized all over the world.
Table 1.1 3 Samsung History 2 2. Brand Architecture
Figure 2.1 3 Samsung Brand Architecture (Source: Thai Quang Anh)
Samsung brand architecture is built according to branded-house type, and includes following sub brands:
- Samsung Electronics: LCD and LED panels, smartphones, memory chips, NAND
flash, solid-state drives, televisions, digital cinema screen, and laptops. - Samsung Card: credit cards.
- Samsung Construction: construction and civil engineering.
- Samsung Life Insurance: life insurance, health insurance, annuities.
- Samsung Heavy Industries: ships, offshore platforms, wind power, electric power
and control systems, engineering and infrastructure. 3. Product and Price PRODUCT PRICE S21 SERIES 5G Galaxy S21 5G 21.990.000 VND Galaxy S21+ 5G 25.990.000 VND 22.991.481 VND Galaxy S21 5G - Ultra 25.988.754 VND Galaxy S20 FE 15.989.600 VND 3 Galaxy S20 21.490.000 VND Galaxy S20 Ultra 29.990.000 VND Galaxy S10 | S10+ 20.990.200 VND FOLD, Z FOLD, Z FLIP Galaxy Z Flip 36.000.000 VND Galaxy Fold 50.000.000 VND Galaxy Z Fold2 50.000.000 VND 5G Note LINE Galaxy Note 20 23.990.000 VND Galaxy Note 20 29.990.000 VND Ultra Galaxy Note 20 32.990.000 VND Ultra 5G A LINE Galaxy A72 11.490.000 VND 9.290.000 VND Galaxy A52 - 10.290.000 VND 4 Galaxy A52 5G 10.990.000 VND Galaxy A32 6.690.000 VND Galaxy A31 5.790.000 VND Galaxy A21s 5.690.000 VND Galaxy A20s 4.890.000 VND 4.290.000 VND Galaxy A12 - 4.690.000 VND Galaxy A11 2.990.000 VND 3.190.000 VND Galaxy A02s - 3.590.000 VND Galaxy A02 2.590.000 VND
Table 3.1 3 Samsung smartphones and prices 5
4. Brand Performance and Achievement Revenue
Figure 4.1 3 Samsung Electronics Vietnam9s revenue from 2011 to 2020
(Source: Samsung financial report)
Samsung Electronics Vietnam9s revenue was raising every year in the period from 2011 to
2018, but tended to decrease from 2019 to 2020. Market share
Figure 4.2 3 Smartphones market share in Vietnam from November 2019 to November 2020 (Source: GfK)
However, the company9s smartphone market share in Vietnam owned the leading position in 2020. 6