Samsung Samsung Electronics has achieved significant market share in the global market for more than 60 products. In 2005, Samsung surpassed Japanese rival Sony for the first time to become the world’s largest and most popular consumer electronics brand as measured by Interbrand. In 2007, Samsung Electronics’ handset division overtook American rival Motorola, making it the world’s second-largest mobile phone maker. In 2009, Samsung overtook Siemens of Germany and Hewlett-Packard of the U. S. with revenue of $117. billion to take the No. 1 spot as the world’s largest technology company. One of the main products that the company produces is in the field of Mobiles. As of Q3 2009, Samsung’s global market share in Mobile phones is about 21% with the main competitor as Nokia (about 37% market share). History Unlike other electronic companies Samsung origins were not involving electronics but other products. In 1938 the Samsung’s founder Byung-Chull Lee set up a trade export company in Korea, selling fish, vegetables, and fruit to China.

Within a decade Samusng had flour mills and confectionary machines and became a co-operation in 1951. Humble beginnings. From 1958 onwards Samsung began to expand into other industries such as financial, media, chemicals and ship building throughout the 1970’s. In 1969, Samsung Electronics was established producing what Samsung is most famous for, Televisions, Mobile Phones (throughout 90’s), Radio’s, Computer components and other electronics devices. 1987 founder and chairman, Byung-Chull Lee passed away and Kun-Hee Lee took over as chairman.

In the 1990’s Samsung began to expand globally building factories in the US, Britain, Germany, Thailand, Mexico, Spain and China until 1997. In 1997 nearly all Korean businesses shrunk in size and Samsung was no exception. They sold businesses to relieve debt and cut employees down lowering personnel by 50,000. But thanks to the electronic industry they managed to curb this and continue to grow. The history of Samsung and mobile phones stretches back to over 10 years. In 1993 Samsung developed the ‘lightest’ mobile phone of its era. The SCH-800 and it was available on CDMA networks.

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Then they developed smart phones and a phone combined mp3 player towards the end of the 20th century. To this date Samsung are dedicated to the 3G industry. Making video,camera phones at a speed to keep up with consumer demand. Samsung has made steady growth in the mobile industry and are currently second but competitor Nokia is ahead with more than 100% increase in shares. Samsung has been producing cellular devices that include mobile phones, PDA phones, and the most innovative of them all the Mobile Intelligent Terminals which are considered hybrid devices.

Even satellite receivers became a part of Samsung’s telecommunication network. Samsung and its mobile phone deals have successfully laid its foundation in becoming a world class company in the previous years. In 2006 alone, it has achieved the following accomplishments for mobile phones production and innovation: o Developed the world’s first ever OneDRAMTM o 10 million sales record breaker in the United States for mobile phones o Introduced the 10M pixel for camera mobile phones Revealed the fastest HSDPA phone and system in the world o Commenced and completed the manufacturing plant in India for mobile phones The present line up of Samsung mobile phones which comes with excellent mobile phone deals include the most beautiful technology mobiles namely: SGH-E950, SGH-E840, and SGH-J600. the latest luxurious mobile phones introduced in Singapore are known for its stylish designs, innovative and excellent features, that all comes with high-tech multimedia features.

The striking designs and uncompromising features, functions, and performances of Samsung mobile phones will continue to rule the mobile phone industry around the world. For any new company , when it enters the market , there are two options to stimulate the growth intensive advertising campaign , and offer products with unique functions . Samsung opted for both , but tilted more towards advertising and brand making strategy-creating awareness of its name by investing enormously in million-dollar brand making campaigns .

For example in order to create its brand awareness , Samsung in India signed seven cricket celebrities and in doing this it aimed to cash on the popularity of cricket in India . Instead of just adds featuring cricketers Samsung launched its “Team Samsung India ‘ campaign all over India . The focus of this concept was to create patriotism through cricketers but under Samsung brand name as the banner read “ ‘With Team Samsung , It ‘s India First ‘ The campaign was a success and it enabled Samsung to effectively leverage cricket craze but increasing awareness of its brand .

As a result in December 2002 , Samsung sales reached about 30 billion rupees (US 1 . 25 billion ) increasing its growth by 20 percent in India (icfai , 2004 ) Samsung hugely invested in sports , as it knew that sports have crowds . In Athens 2004 Olympic games , it was named as Worldwide Wireless Communications Partner of the Olympic games , but not without a cost . Samsung provided 14000 mobile phones and also supported equipment during the games . They also presented themselves in the Olympic Torch Relay , which took place in 27 countries .

They also showcased their products for 17 days to the visitors at Olympic eve and also allowed 30 ,000 minutes of free calling grabbing the audience to its brand (Samsung , 2004 ) Samsung has also been sponsoring Dubai Marathon for the last three years (between 2001 to 2004 Products It produces a variety of phones according to styles T-Mobile Cell Phones Swivel Phones Bar Phones Slider Phones Touchscreen Phones Qwerty Phones


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