MANAGEMENT UNIV. MERCU BUANA STUDY CASE MARKETING MANAGEMENT Samsung Electronics Company : Question for Study Case discussion: 1. What are the ingredients of SEC’s corporate turnaround strategy? What are the implications for marketing mix policies? 2. How strong is the Samsung brand? Can Samsung pass Sony and become a top ten global brand? 3. As Chief Marketing Officer‚ what are Kim’s role and responsibilities? 4. What does Samsung (and Kim) have to do to become one of the top ten brands in the
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SAMSUNG SECA: REDEFINING A BRAND CASE STUDY 1. Problem Identification Samsung SECA has successfully repositioned itself from an unremarkable producer of low-to-mid-market customer electronics and computer components into a provider of stylish‚ leading-edge consumer electronics due to its shift towards digital technology. Despite efforts to redefine the Samsung brand which included aggressive promotional spending and launching of a number of high-end‚ “marquee” products‚ the old brand perception
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Samsung: Proposal for New Human Resource Strategies to Survive the New Business Environmental Volatility Byungcheol Shin and Jeonguk Jo Kwangsik Choi and Myojeong Kim University of Seoul Abstract The business environment have become more volatile due to economic crises and changing markets. Samsung‚ a leading conglomerate of Korea‚ is not an exception. Samsung is undergoing many issues related to human resources‚ and will not survive if it chooses to stay passive to the upcoming business
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Samsung Galaxy – “The Next Big Thing Is Already Here” We live in an era that has become dominated and controlled by technology. This same technology is advancing at breakneck speeds to improve the lives of the many people in the world. Families‚ friends‚ colleagues‚ and neighbors all share relationships with each other and keep in touch in various ways. The invention of the smartphone changed the way people connect with not just each other‚ but the world around them. The evolution of the design
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SAMSUNG LEARNING POINTS This is a great case dealing with the “big picture/helicopter vision”. It is an ideal case to get us started. Below are the main learning points. There may also be other things you learnt from the class‚ that are not listed here. Think about how you can take some of these learning points back to your own companies and context‚ and apply them. The case teaches us: - about moving from a production/selling orientation to a market orientation. This is really really
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November 2012 The Nokia and Samsung Brand Personality in China* Wendian Shi1**‚ Yanhong Luo2 and Liheng Yang2 Educational School‚Shanghai Normal University‚ shanghai‚ China 1 Educational School‚ Ningxia University‚ Yinchuan‚ China 2 Email: swd_nx@shnu.edu.cn Abstract The purpose of this paper is to study and compare the brand personality of Nokia and Samsung in Chinese situation for brand building reference. This paper investigated Nokia and Samsung brand personality. Results demonstrated
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SAMSUNG MOBILE Samsung Electronics (Mobile Division) operates in one of the most competitive markets of the world. According to the US Federal Communication Commission 67 new Smartphone devices are introduced every year. Samsung traditionally had a conservative image that focused on low-price products for the lower end of the market. With low prices it was able to compete in the lower-market whereas in the upper market it had lesser penetration. To penetrate the upper-market Samsung had to give up
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Company Background: Samsung Electronics Samsung Electronics was established in 1969 in order to provide an engine of future growth for the Samsung Group. Though the electronics industry seemed promising in the 1960s‚ none of the Korean firms had advanced technology. Samsung began by producing low-end black–and-white televisions in a joint venture with Sanyo‚ a Japanese electronics company. With NEC‚ another Japanese firm‚ it produced Braun tubes and kinescope tubes. After three years‚ it began
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SAMSUNG CHINA TV MARKET Samsung China: The Introduction of Color TV Background Samsung as a company was founded in 1938 in Korea. 46‚500 employees are working at six Samsung Electronics facilities in Korea. Although they are at different locations‚ all share the same goal and that goal is satisfying global customers by producing a quality product. Here in the U.S. Samsung is a very recognized brand‚ sitting along side Sony‚ Panasonic‚ Phillips‚ Toshiba‚ Matsushita and other
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1.0 Introduction APPLE Apple Inc.‚ formerly Apple Computer‚ Inc.‚ which is a multinational corporation that creates consumer electronics‚ computer software‚ and commercial servers‚ and a digital distributor of media content. On 1 April 1976‚ Apple was established in Cupertino‚ California and incorporated on 3 January 1977. The founders are Steve Jobs and Steve Wozniak who started with a Apple’s computer company in the year 1976. Apple has expanded into a very complex company that specializes
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