Seoul Semiconductor LED Marketing Report(The World&Great China)

Executive summary
1. Immense Growth for LED market (2011)- $12.8 billion USD vs. $10.28USD in 2010
2. LED Lighting Market Growth (2011)-2.18 billion USD vs.1.36 billion USD in 2010
3. From 2013 onwards, any further significant growth in the LED market must be driven by general lighting application
4. Lighting applications are forecast to grow steadily and strongly. From 2009 to 2010, the forecast revenue CAGR (Compound Annual Growth Rate) in 32% and the unit shipment CAGR 59% shipment will grow from fewer than 1 billion units in 2009 to over 20 billion units in 2016.
5. Market growth will be led by application where a payback period of electricity or maintenance saving are important, particularly street lights and refrigeration, retail and other commercial applications.
6. Nichia was still the leading LED suppliers in 2009 and 2010 by revenue. However, for established suppliers to the merchant market, Cree & Seoul Semiconductor had the most impressive growth.

Total World Market for LEDs (by region)
1. In 2010, the LED’s market grows 60% to USD$10.2 billion (vs. USD$6.1 billion in 2009)
2. Thanks to big penetration in TV (+USD$2 billion), as well as economic recovery and greater LED use in computers (+USD$0.9 billion) and lighting (+USD$0.5 billion)
3. APAC market is dominating nearly 70-80% over the world until 2010.

Total World Market for LEDs (by product type)
1. The fraction of revenues for standard LED’s is steadily falling while that of InGaN is in increase.
2. Reasons of growth: InGaN LEDs are increasingly able to meet demand in applications which require white or brighter light and these applications are growing rapidaly.

World Wide LED Lighting Market Overview
1. Revenue average from market report in 2011: USD$2,175 million
2. CAGR(average):43% (Year,2010-2014)

LED Business Environment in China
1. The China government dominates semiconductor and lighting industry in order to launch varieties of policies and lighting standards2. Global LED enterprises will plan to go into China market, especially Taiwan LED enterprises are developing LED business in China faster.

Marketing Strategies from Seoul Semiconductor in Shenzhen
1. Besides dispatching SSL employees, Daewoo International Corporation has rights to pursue potential LED customers
2. Follow up potential customers
3. To maintain current customers
4. Guandong & Beijing Corporation establishing
5. Certain good products to China Lansheng Daewoo
6. business+ technology
7. To use relationship to develop new channels in China market
8. SSL 100% technology support

Strength: LED needs increase , AC LED develop
Weakness: Lack district management
Threat: LED industry competitive, Localization, Transportation cost
Opportunity: LED needs increase, AC LED lighting benefits increase

Working in Daewoo International Taiwan Branch

Daewoo International is conducting eight major business activities, such as steel, metal, chemical, automotive& components, machinery &industrial plants, media& electronics, textile and commodity& energy division. Eric is in charge of machinery & industrial plants in Daewoo International which operates a global network of over 120 offices to offer clients and traders around the world and I work in Taiwan branch office now. Through the network link, we connect suppliers and purchasers or project owners in 165 nations in more than 4, 000 product items for export and import, tri-lateral, multi-lateral trade or special trade programs. Daewoo Brand fast evolved from domestic Korea's leading traders into a global name as a comprehensive trading organization dedicated to a global trade organization. For now, Daewoo International staff continues to diversify and improve all kinds of programs for smoother and more efficient global business activities and cooperation. As trade projects become intensively sophisticated and complicated, professionals including me are standing by to offer professional programs and projects tailored to meet all types of organization's demand, regardless of volume of trade involved.

International Trade Function
1. Information Gathering& Sharing
Daewoo International Taiwan Branch Office, with its highly sensitive trade network, access the latest in all trade information to provide clients with expanded trade and marketing opportunities. The network around the globe includes up-to- minute information as required on everything from the cost of raw materias to trade process and regulations in each nations.

2. Project Organization
As a trade project organizer, we operate domestic and gloabl network and our extensive portfolio of contacts around the world in every area from feasibility and planning to consulting and project financing which augment the efforts of Daewoo professionals who own a solid foundation of extensive experience and expertise. By the use of marketing, finance, project organizing competence and trade experience with technical manufacturers, we have unlimited capabilities.

3. Resource Development
Being aware of the growing prominence of resource development projects such as Australian Whitehaven Coal, we utilize global network and trading capabilities in a host of investment plans around the world regardless of thermal coal, uraniun, natural gas and so on. We have reaped continuing benefits from development investments in gas exploration and coal trading and from development projects in several nations.

4. Division Activities
4.1. Steel Division
The steel division majors in hot-rolled steel, coated steel and pipe. Hot rolled steel products are first stage steel products such as hot-rolled steel coils, pickle& oiled steel, plate and wire rod. The steel division's advantage is the combined efforts of Daewoo International's 54 overseas branches, 40 steel specialists at head office. The system guarantees speed and efficiency in meeting any kinds of requirements in the world.

4.2. Metal Division
The metal division handles a huge range of raw materials including steel scrap, pig iron, slab, bloom, billet, tin plate, galvanized iron, deformed bar, wire rod, round bar and etc. We offer all of these through expert sourcing systems with mills and specialty manufacturers around the world. We maximize synergy effect by expanding and strengthening relations with suppliers in export and import or tri-lateral trading programs.

4.3. Chemical Division
The chemical division offers extensive product including detergent raw materials. It has been long business to pursue long terms relationship with Formosa Plastic Corp in Taiwan. We can provide customized service both to manufacturers and customers when it comes to PVC, PTA, carbon black and pitch, SBR or agrochemicals and pharmaceuticals and so on.

4.4. Automotive &Components division
The Automotive& Components division includes O.E.M clients such as renowned vehicle manufacturers as the Big 3 in the USA, Volkswagen and Fiat in Europe and Suzuki of Japan. We also offer level 1 manufacturer in those areas and other auto makers in China, Southeast Asia and Middle East with highly competitive and high quality products on a regular basis. We operate worldwide system of product development offices, components engineering offices and professionals in order to users with high quality, Just-In-Time system delivery in meeting diverse demands for vehicle components.

4.5. Machinery& Industrial Plant Division
Machinery& Industrial Plant division specialize in plant categories with our wealth of expertise and experience. We function as a project management organizer in power generation, steel and environmental control plant projects, providing technology and financing where required. We participate in direct or indirect investment for project financing in certain programs. Additionally, we have an established reputation in supplying ship-building, railroad cars and port& harbor facilities. In defense industry facilities, we both offer software and hardware. Daewoo International's overseas branch offices play a significant role in conducting feasible studies and marketing programs. We contribute our project organizer capabilities to IT era to guarantee clients' satisfaction.

4.6. Media & Electronics Division
The media& electronics division includes electronic goods as digital satellite receiver, color TV, DVD player, ADSL modem , mobile phone and telecommunication equipments (FAX, DECT, FRS), amplifier &repeater, video phone and so on. In addition to providing products, we are promoting involvement in systems integration as we think ourselves as specialty trade center in telecommunication products and projects.

4.7 Textile Division
The textile division includes men's shirts, pants, ladies blouse and sleepwear and a spectacular spectrum of sewn garments. The global network keeps us abreast of the latest production technology as well as the latest marketing information to pioneering new markets. The goal is to aim at greater sales efficiency and profitability.

4.8. Commodity& Energy Division
The commodity &energy division intend to supply stable and excellent chain systems. The core trade products include rice, corn, other grains; frozen pork; other frozen fishery products, cement and related products such as slag or slag powder. In addition, we have invested in crude oil recently and liquefied natural gas exploration. In the future, we will plan to increase profitability in overseas resource development projects.

5. Daewoo International Experience
I am having project management experience in Daewoo International now. The reason why I am in Daewoo is to learn professional marketing capabilities and project management practice that reflect personal wealth of global vision and prospect. In addition, the global knowledge management system provides partners with total confidence in project management aspects, resource development and international trade. With the spirit of creativity, challenge and trust and cooperation, I am looking forward to positioning me as a trade specialist and project organizer in the coming future.