Samsung Electronics Company :Global Marketing Operations |

Group 6

■ Introduction & Core Problem
First founded in 1969 as a low-quality black-and-white TV manufacturer, Samsung Electronics Company (SEC) has been successfully transformed from a third-tier commodity to a global brand knocking on the door of the premier league, powered by its efficient vertical integration led by Chairman Kun-Hee Lee. In 2003, the company was ranked the 25th most valuable brand of the world. Eric Kim, Samsung's global marketing director, is assessing how to further upgrade the firm’s worldwide brand reputation and reach the top 10 by 2005.
Based on the case article, Kim believes that Samsung Electronics Company has a couple issues that need to be dealt with to accomplish the goal 1) Market Position: Though it varies in each market region, SEC is usually considered somewhat performance-based, price- efficient brand appealing to “sensible brand buyer”. However, the demand for more personalized, high-quality devices are becoming increasingly important. It is required for the firm to differentiate its market segments and introduce respective advertising campaigns. 2) However, such campaigns are challenged by a majority of SEC’s human resources who find the concept of marketing doubtful and firmly believe that products should speak themselves by its performance. Their concerns regarding the marketing campaigns’ cost efficiency might even blur the aforementioned motifs for establishing the company’s brand image.
■ Alternatives
Stimulate Customers Emotion Settling down its brand image as number one global firm, Samsung Electronics needed to implement marketing strategies that made consumers realize its brand values. In advertising, the company would make advertisement like TV commercial or newspaper ads in a different way from product-focused ads to customer-focused