The paper tells that in the context of globalization and increased competition among the multinational companies, the fight for market share both in domestic as well as in international markets is very intense. Identifying the opportunities is the key to success. The “New Management Initiative” started by then president Lee has helped Samsung to perform well during the Asian Crisis. Corporate restructuring, major resizing of the organization increased emphasis on manufacturing through vertical integration, technological leadership in consumer electronic goods is the key strategy framework that helped Samsung to increase the sales revenue and profitability of the organization. Reinvestment of profits in R&D, manufacturing and supplying chain activities are clear winning strategies to compete with companies like Sony, GE, and Intel etc. Being a quality player as well as introducing innovative products without losing cost-effectiveness is a prime focus for most companies. The brand image of Samsung is not well known in international markets. Increasing the brand visibility and strength in technology products will help Samsung to be top in the marketplace. Global marketing and building the brand in the international marketplace is one of the main challenges a Chief Marketing Office. As a path to achieve high profitability and be one of the top players in the international consumer goods market Samsung has to develop strategies regarding efficient market planning and attract several consumer segments.
This research is being carried out to discuss and present issues relating to SEC’s turnaround strategy during the Asian Financial Crisis and implications of those strategies to the Marketing Department both domestic as well as International.