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Samsung Globalization Strategy

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“New Management” began encouraging employees to first make changes within themselves. The idea was to change everything except your family. Change is necessary to achieve global success. Globalization provides access to new suppliers and customers, and allows Samsung to learn new cultures and new ideas. Today Samsung Group became one of the world’s largest and most profitable business groups. It has more than 286,000 employees in 79 countries. In 1993 they decided to be a major international company that everyone in the world knows and trusts. They have introduced their new identity the blue elliptical with Samsung written in white. The color blue representing strength and stability and the elliptical represents earth. In order for them to be a major global name they decided to focus on design, innovative products and quality. In 1998 Samsung decided to be a sponsor for Seoul Olympics. This created a great awareness for the brand worldwide and helped boost its …show more content…

The barriers are always evolving and new ones are appearing, but Samsung commitment and aggressive approach gave the company the advantage in overcoming the obstacles. Some of the barriers are: The Competition: Samsung is competing with many electronics giants such as Sony, Panasonic and LG. Another huge rival for its smart phones is Apple. Samsung had dominated in the market by introducing new and advanced products before its competitors. It also gave its consumers a large range to suit their budget and needs. Samsung VS Apple: With continuing lawsuits between Apple Inc. and Samsung Electronics regarding the design of the smart phones and tablets. Apple and Samsung have more than 50 lawsuits in different countries around the world. This cost both companies several billion US dollars in loss. When Apple first sued Samsung for its design, packaging and icons for apps similarities between iPhone 3GS and Samsung Galaxy S it submitted evidence comparing the two products side by side. Later on these images where discovered to be tampered with. Samsung has responded by suing Apple for submitting misleading evidence to the court. “There is no such thing as bad publicity” These lawsuits have made many headlines in the news, newspapers and internet around the globe which made Samsung brand more famous

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