Samsung Case Analysis

Issues As South Korea’s largest conglomerate, Samsung includes Samsung Electronics, Samsung Heavy Industries, and Samsung Engineering ; Construction.

Started in 1938 as a company that produced agricultural products, the company began to focus on shipbuilding, chemicals, and textiles in 1970. Since after Samsung Electronics Company (SEC) was founded in 1969, Samsung acquired a semiconductor business and supplied global markets with massive quantities of commodity products. With the transformation that was led by the leadership of SEC Chairman Kun Hee Lee, Samsung rebuilt its image as a global business leader.

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Following the chairman’s new management initiative, Samsung is now in a stage of investing in innovative and premium products to increase their brand value. Despite Samsung’s rapidly increasing global market share, the Samsung brand was not widely known outside of Korea until Samsung decided to recruit a Korea-born general manager, Eric Kim. With his effort to build the corporate brand image across the markets of 200 countries, Samsung was able to generate tremendous brand visibility worldwide with its DigitAll campaign.

While Samsung has experienced great success in marketing, some important issues remain to be addressed to increase their market share and brand power: ? ? ? ? Market share should be expanded by penetrating weaker markets; Marketing communications need to move more consumers into the “delights me” and “perfect fit” relationship categories; Less emphasis should be placed on youth and creativity, as that might be inappropriate; and A more complex customer segmentation should be marketed in its marketing planning.