Chinese Business
equipment in the manufacturing of the LCD for the televisions.
This is supported by:
Robot Application
Inspection System
Next Generation Factory Design
SMT (Surface mount technology)
Precision Optical Lens
Intelligent Robot
There are too many technological advantages in Samsung television, just to name a few that clearly have a competitive advantage over its nearest competitor.
Lifelike Picture Quality- Samsung has perfected its own unique picture technology, DNIe¢â. What distinguishes DNIe¢â is that it uses its own algorithm to analyze any kind of input signal (HD, SD, RF or DVD) and convert it to an optimal output signal tailored to any kind of display device (Flat CRT TV, Projection TV, Plasma TV, LCD TV), guaranteeing a lifelike picture every time.
Clearer and Brighter- At 400 cd/m2, DLP¢â outshines other micro-display technologies for a bright, clear picture, with incredible contrast and color accuracy. Its unique optical engine preserves the intensity of the original image with vibrant colors and rich, deep blacks. Its high, 1000:1 contrast ratio makes for ideal color separation and crisp, detailed images.
On Screen Graphic Menus- Unlike their competitors, all Samsung TVs have the convenience of on-screen-graphic menus while our refined picture quality also provides clearer text information and graphic images for interactive digital broadcasting. Designed with the viewer in mind, Samsung's on-screen-graphic menu takes a step further with its sophisticated graphic interface, that overlays the pictures with easy-to-use, drop-down menus.
SOLUTIONS/ALTERNATIVES
To boost the image of Samsung and aim to achieve greater brand differentiation
Currently Samsung is enjoying great success in its mobile phone product line£¬semi-conductors, home appliances (especially its PAD refrigerators), TFT LDC modules, CCTV and recently launched laptop product range. It is of paramount importance that Samsung makes full use of this opportunity to use this platform to enhance its image of Samsung¡¯s television branding in China.
Increase current advertising budget
Based on the US market data, Samsung is 4th on the list in its advertising expenses among other major electronics firms. However, the difference in expenditure from the 1st company (Sony) is almost 19.3 times. Samsung¡¯s value for money and its high quality products deserve more advertising budget because positive word of mouth advertising is very limited in its effectiveness. Media advertising through commercial, internet, radio and print is very crucial for informing its existing/potential customer through its Reach and Frequency capability.
Concentrate on the high-end color television using the Samsung brand
In order to achieve an image of a high-end/high-quality brand, Samsung China should be focused in achieving this objective by concentrating on the high-end color television so as to propel and position Samsung as a premium product producer. In, fact, Samsung should aim to close the gap with Sony in terms of consumer¡¯s brand and quality perception.
Niche marketing and production
Since the 18¡±, 20¡± and 21¡± televisions are the best selling sizes; Samsung should strive to concentrate more on these particular product ranges. The production department should concentrating more in improving it economies of scale and its learning curve, so as to have a better edge over its competitors.
Dominate the mid-end color television by seeking joint-ventures with using existing [next page]