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Samsung- The Making of a Global Brand Name: Institution: SAMSUNG- THE MAKING OF A GLOBAL BRAND Q#1: By 2002, Samsung was rated as one of the top 3 players in the global mobile handset market. Analysts attributed Samsung's success to its marketing initiatives.
The company underwent a huge transition to a high-end technological manufacturer whose focus was on the B2C market from the B2B market. Most technology consumers had come to associate Samsung with poor quality products. In order to alter the perception with regards to its products, Samsung came up with a restructuring process through a careful study that saw them alter their marketing strategy to meet these challenges. Samsung Electronics altered its strategy from technological segmentation to lifestyle segmenting. They started by carrying out extensive market research aimed at manufactured products, which were reflective of the customers’ lifestyle rather than those with technological features that were specific. By using segmentation by lifestyle, Samsung segmented their market followed by product positions. Samsung focused, on the quality of their products in their marketing, to change the image that consumers in the market had in their products. Samsung implemented quality initiatives like six sigma and various initiatives of manufacturing, like assembly manufacturing, to enhance their output via optimal resource utilization. Samsung also developed new products that were technologically superior and innovative. They developed products that were high end and fun for the phone sector to appeal to the preferences of customers in the market. ...
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