Samsung Marketing Strategy

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2. Brief Introduction
Since its inception in 1938, Samsung has displayed extraordinary commitment to make the world a better place through diverse businesses it has been involved in, which today encapsulates semiconductor, advanced technology, civil engineering, fashion, petrochemicals, medicine, finance, ship building, hotels and more. Samsung’s flagship company “Samsung Electronics” leads the market globally in manufacturing advanced electronics goods and digital media.
Samsung is an international South Korean company which produces multitude of consumer electronics.
The well-known products of Samsung include: Digital Appliances, media, semiconductors, memory, system integration etc. The organization has presence in the form of proprietary
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Today, Samsung commands respect as the top most brand in consumer electronics across all the product lines for all market segments. Its products and processes are recognized across the world. From its coming into existence, Samsung has maintained a growth trajectory to become one of the leading electronics company in the world.
Samsung came into existence in 1938 and Samsung Electronics was established in 1968 whereby its initial set of products included devices like Radios, Televisions, few computer components etc. Samsung entered in Semiconductor domain in 1970 which acted as a catalyst in turning fortunes for Samsung
Electronics.
Samsung consists of a number of affiliated businesses and subsidiaries which all fall under Samsung brand. i.e. Samsung Electronics Pvt. Ltd. is a subsidiary. Samsung is the largest
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These challenges, strategies and innovations make this a fascinating and engaging story. In the section below we will look at how Samsung went about responding to market situations/challenges across the globe.
a. The Start – Clarity of Vision
Samsung started its telecom operations in 1984. It already had presence in the Korean Home Appliance market and initially thought of telecom consumer electronics as an extension to the same. 80’s were an interesting decade whereby clothes got fashionable, cars got faster and people were looking to spend.
Japanese car makers were gaining popularity in the western countries; Honda was on an expansion across the world and was on the verge of launching Acura (a luxury brand) in 1986. Car phones were becoming a much sought after luxury and Samsung saw this as an opportunity to make its foray in the
Telecommunication devices space. Key decision makers at Samsung felt that Telecom devices could become a key line of business for Samsung in the coming decades. A small team of engineers was

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