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Samsung - Case Study Example

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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…
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Samsung

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. Samsung integrated features like access dictionaries and the religious texts to appeal to local consumers. In addition, their 50-gram phone was introduced that while it did not significantly increase sales volumes, aided Samsung in projecting its image as a high-tech company. Samsung also associated their company with sport events, for example, by becoming the official sponsor of the Seoul Olympics that boosted its visibility worldwide. Q#2: Compared to established rivals like Sony, Matsushita, and Nokia, Samsung was a late entrant in the global consumer electronics market. Comment on Samsung’s brand building initiatives in the global consumer electronics market. Samsung, beginning in 1993, sought to create a global brand and acquire a new corporate identity. To start with, Samsung altered their logo, writing their full name in white against a blue background, which sought to represent warmth, reliability, and stability. Samsung was also looking to the global market, which informed their decision to change their brand name to English for the consumers worldwide to remember easily. It is also said that the design of their logo, which has the letters S and G partially breaking into the exterior of the oval was representative of Samsung’s will to appeal to the consumer’s wish to be connected to a company and their innovations. They also needed to improve their brand image in the market and they did this by offering technologically advanced and innovative products, as well as the initiation of worldwide marketing activities. These steps were taken with the view of increasing their brand visibility across the world. Samsung also sought to attach the name of their brand to quality and this saw them change their focus to high-end market products from those in the low end. Their new product designs won the IDE awards, which increased their brand awareness. This led to Samsung, by the early part of the century, to emerge as one of the world’s biggest brand in the cell phone sector. Their high prices were qualified by their high technology, coupled to additional features that they added to their products in comparison to their ... Read More
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