Samsung Case Essay

1404 WordsApr 23, 20126 Pages
Table of Contents Introduction…………………...…………………………………………………...………….…...3 Samsung’s Turnaround Strategy…………………………………………………..………………3 Implications for Marketing………………………………………………..………………5 Strength of the Samsung Brand...........……..…………………………………………………......5 Comparison to Sony: Becoming a Top Ten Global Brand…...…………………………...5 CMO’s Role & Responsibilities…………………………………..…...………………………….6 Building Influence...……………………………………..…...…………………………...7 Conclusion/ Decision ……………......…………...…………………………………………….....7 References…………………………………………………………………………………………8 Samsung Electronics Company: Global Marketing Operations- Introduction In the 1990’s Samsung started out as a “third-tier commodity brand with very little product differentiation” (Quelch & Harrington, 2008). Due to the Asian financial crisis in 1997, the company experienced tremendous loss, and made the difficult decision to revamp their brand image. Based on this strategic change, Samsung was able to experience increasing brand success, and in August 2003, became number 25 in the world’s most valuable brands, with an estimated valuation of $10.8 billion. Initially, the company’s turnaround strategy was what spearheaded the corporation into such tremendous success. During that time, Samsung’s marketing function was overhauled, so that it could support the new brand proposition. This case study analysis will measure the strength of Samsung’s brand and consider whether Samsung can pass Sony, which was ranked number 20 in the world, with a valuation of $13.2 billion. Finally, the role and responsibilities of the CMO will be discussed, along with how Samsung’s CMO Eric Kim, built influence for the company. Samsung’s Turnaround Strategy Samsung started out in the 1970’s as a low-cost electronics manufacturer. The company started out by selling its products through original

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