Samsung Case - Quest 3

505 Words3 Pages
3) As Chief Marketing Officer, what are Kim’s role and responsibilities? How has he built his influence? In the year of 1999, Vice President Yun recruited an accomplished Korean-born general manager, Eric Kim, as executive vice president of global marketing. Kim was born in Korea but had pursued a successful business career in the United States in the technology sector, and his main objective at Samsung was to lead the company towards a conversion of its image from low-end commodities to high-end premium goods. Moreover, Kim’s mission was to build the corporate brand image across 200 country markets and Samsung’s seventeen business units worldwide. Kim believed in the importance of creating the brand as a core strategic asset, which would be global and with more emphasis in its Korean origin. As Chief Marketing Officer, Kim faced at the very beginning very relevant internal challenges, mainly because numerous divisional managers were not believers of the power of marketing and had to be educated for years into understanding and believing that branding is just as important as the quality of the product they sell. Kim realized that an internal education about market is fundamental to achieving change, and everyone inside the organization had to understand the essence of the Samsung’s brand name before it could be wisely promoted externally. Additionally, he had to elevate the perceived professional stature of marketing within the company and develop a marketing career path to attract, train, and retain top-quality marketers. Kim also headed the corporate Global Market Operations unit (GMO), coordinating Samsung’s marketing efforts, and developing the corporate marketing program for the Samsung brand outside Korea. There were three different parts of the GMO to be managed, the Marketing Strategy Team, the Regional Strategy Team, and the Product Strategy Team.

More about Samsung Case - Quest 3

Open Document