Brand and Samsung

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Table of Contents
Executive Summary2
Introduction3
Company description/ overview4
History4
Activity description5
Industry/ market6
Description6
Growth6
Forecasts7
Turnover, sales, growth margin, net profit8
Product offering9
Products/ services detailed description9
Distribution channels12
Communication13
Present and analyze Identity, Image and Reputation of the company18 Identity18
Image18
Reputation19
Analyze the corporate communication function of the company21 Do they have a corporate communication service or do they outsource?21 Budget allocated per year to the corporate communication function22 Detail at least one action or strategy lead by corporate communication service22

Describe and analyze23
Corporate advertising23
Media relations24
Internal Communication24
Stakeholder’s analysis25
Identify who the stakeholders are25
Describe how the company communicates with one of them25
Conclusion26
Reference List27

Executive Summary
Samsung Group (Samsung), founded in 1938, the founder Li Bingzhe, headquarter locates in the city of Seoul, Korea. Initially mainly exported dried fish, vegetables and fruit, came from North Korea South Peninsula. In 1950, and gradually expanded into sugar refining, pharmaceutical, textile and other manufacturing industries, and was established as the Samsung father of Li Bingzhe family enterprise. In 1969, Samsung Electronics was established. In 1980, Samsung Electronics sold refrigerators mainly. In, 1986, Li Bingzhe set up the Samsung Economic Research Institute. (gong400yeye, 2006) The Samsung name is now written in English, expanding its global presence throughout the world. The name is superimposed over a dynamic, new logo design, giving an overall image of dynamic enterprise. The elliptical logo shape symbolizes the world moving through space, conveying a distinctive image of innovation and change. The first letter, "S", and the last letter, "G," partially break out of the oval to connect the interior with the exterior, showing SAMSUNG's desire to be one with the world and to serve society as a whole. (Samsung, Samsung corporate identity) At present, Samsung set up 119 agencies in China, employment number of employees to more than 54000 people, business involves the electronic, finance, trade, heavy industry, construction, chemicals, clothing, woolen, advertising, and many other categories. Electronic is Samsung the largest business. At present, China's Samsung Electronics in Beijing, Tianjin, Shanghai, Jiangsu, Zhejiang, Guangdong, Hong Kong, Taiwan, and other regional set up dozens of production and sales department, important production of semiconductor, mobile phone, display, notebook, TV sets, refrigerators, air conditioners, DVD, digital camera and IT products, etc. (gong400yeye, 2006)

Introduction
Samsung Group (Samsung), founded in 1938, the founder Li Bingzhe, headquarter locates in the city of Seoul, Korea. Initially mainly exported dried fish, vegetables and fruit, came from North Korea South Peninsula. In 1950, and gradually expanded into sugar refining, pharmaceutical, textile and other manufacturing industries, and was established as the Samsung father of Li Bingzhe family enterprise. Electronic is Samsung the largest business.

Company description/ overview
History
Samsung Group (Samsung), founded in 1938, the founder Li Bingzhe, headquarter locates in the city of Seoul, Korea. Initially mainly exported dried fish, vegetables and fruit, came from North Korea South Peninsula. In 1950, and gradually expanded into sugar refining, pharmaceutical, textile and other manufacturing industries, and was established as the Samsung father of Li Bingzhe family enterprise. In 1969, Samsung Electronics was established. In 1980, Samsung Electronics sold refrigerators mainly. In, 1986, Li Bingzhe set up the Samsung Economic Research Institute. (gong400yeye, 2006)

Activity description
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