Samsung Marketing Management
Marketing management
Introduction to Samsung
Samsung Company is a producer of electronic products which was started in the year 1938 in Korea. It was first started as Samsung General Stores” selling cheap TV’s and other small electronics with high discounts. Many efforts were made by Samsung to develop the overseas market of their products. After undertaking many innovative and efficient ideologies Samsung today became a group of companies which is constantly raising their challenges to the competitors in the range of industry and its performance. Today’s success of the Samsung group is mainly due to their concentration on electronics, finance, trade and services.
Samsung is spread over more than 46 countries and acts as a truly global company. Globalization allowed Samsung to earn more benefits from its new cultures and innovative ideas. Starting with the TV’s and small electronic goods, Samsung developed a wide range of their products like the digital appliances, digital Medias, semiconductors, telecommunication networks and the LCD’s. The company is a helpful neighbor, good employer and contributes a large to the local economy. Samsung is forming alliances with the leading companies to share its vision, experience and knowledge.
Driving factors for the Changes in the electronic marketing of Samsung over a decade
Soon after the cold war ended, there started a fierce competition round the globe where the competence of a country was being determined by the development in its technological capability. Samsung was very late to found out the latest technological advancements and hence till 1990’s it remained as a cheap brand in the minds of the customers. Even though some of the products functionality is same for Samsung and some other companies producing similar products, the Samsung electronics were sold at very lower price due to the cheap brand reputation. The Samsung Company changed its direction with the help of New Management Movement initiated by Kun- hee
Introduction to Samsung
Samsung Company is a producer of electronic products which was started in the year 1938 in Korea. It was first started as Samsung General Stores” selling cheap TV’s and other small electronics with high discounts. Many efforts were made by Samsung to develop the overseas market of their products. After undertaking many innovative and efficient ideologies Samsung today became a group of companies which is constantly raising their challenges to the competitors in the range of industry and its performance. Today’s success of the Samsung group is mainly due to their concentration on electronics, finance, trade and services.
Samsung is spread over more than 46 countries and acts as a truly global company. Globalization allowed Samsung to earn more benefits from its new cultures and innovative ideas. Starting with the TV’s and small electronic goods, Samsung developed a wide range of their products like the digital appliances, digital Medias, semiconductors, telecommunication networks and the LCD’s. The company is a helpful neighbor, good employer and contributes a large to the local economy. Samsung is forming alliances with the leading companies to share its vision, experience and knowledge.
Driving factors for the Changes in the electronic marketing of Samsung over a decade
Soon after the cold war ended, there started a fierce competition round the globe where the competence of a country was being determined by the development in its technological capability. Samsung was very late to found out the latest technological advancements and hence till 1990’s it remained as a cheap brand in the minds of the customers. Even though some of the products functionality is same for Samsung and some other companies producing similar products, the Samsung electronics were sold at very lower price due to the cheap brand reputation. The Samsung Company changed its direction with the help of New Management Movement initiated by Kun- hee
References: * Abhiroopsur (2009), “international marketing strategies of Samsung”, [Internet] available at URL: <http://www.slideshare.net/abhiroopsur/samsung-presentation-on-international-marketing-presentation>, [accessed on 24th November, 2011]. * Akashi Suri (2011), “Samsung mobile competitor analysis”, [Internet] available at URL: < http://www.slideshare.net/gaurav127/samsung-mobile-competitor-s-analysis>, [accessed on 24th November, 2011]. * Ansoff matrix (2009), “Ansoff matrix of Samsung”, [Internet] available at URL: < http://www.coursework4you.co.uk/essays-and-dissertations/ansoff-analysis.php>, [accessed on 24th November, 2011]. * BCG growth share matrix (2009), “BCG matrix of Samsung”, [Internet] available at URL: < http://www.coursework4you.co.uk/essays-and-dissertations/bcg-growth-sharemarket.php>, [accessed on 24th November, 2011]. * Dongyoup Lee (2006) Samsung electronics: the Global Inc, LEE Dongyoup Publishers, pp. 202. * Dr. Amit Rangnekar (2009), “guidelines for BCG matrix, Ansoff analysis and market segmentation”, [Internet] available at URL: < http://www.scribd.com/doc/2347671/Notes-Marketing-Management-MBA-200809->, [accessed on 24th November, 2011] * O. C. Ferrell, Michael Hartline (2010), Marketing strategy, Cengage Learning Publishers, pp. 743. * Samsung (2011), “overview of Samsung”, [Internet] available at URL: < http://www.planetpdf.com/planetpdf/pdfs/samsung_presskit2_duffj.pdf>, [accessed on 24th November, 2011] * Spring (2003), “Secrets of Samsung’s success”, [Internet] available at URL: < http://www.ifm.eng.cam.ac.uk/service/cmr/03cmrspring/global_samsungspring03.pdf>, [accessed on 24th November, 2011]. * Tony Michell (2010) Samsung electronics: And the struggle for leadership of the electronics industry, John Wiley and Sons Publishers, pp. 256