Caso Samsung - Global Marketing - Grupo 8

SAMSUNG
ELECTRONICS C.O.
GLOBAL MARKETING OPERATIONS
COURSE: GLOBAL MARKETING

SECTION: S-003
PROFESSOR: RIOS RIVERO, FLOR
MEMBERS
CARDENAS VARGAS, VALERIA ALEJANDRA
MARTINEZ ASCUE, CLAUDIA FERNANDA
NEYRA CÁRDENAS JESÚS ALESSANDRO
SOSA BARTUREN DIANA ELIZABETH
What are the ingredients of SEC´s corporate
turnaround strategy?
Committed to quality production.
Vertical integration Strategic choice of your production plants
Product customization.
Focus on hardware and devices

Hardware Focus Ambition to be like one of the greatest
Open architecture
Product diversification
Product Breadth Innovation of old products
Leader in different product categories
Analog to digital transition

Digital Product Innovation Investment in digital technologies
Pillar Product - Samsung Badge
Fusion of different technologies in one

"We are making the Digital Convergence product
Multiple technologies united by a network
Jetsons a reality"
What are the Marketing Organization
implications for - Kim headed the Global Marketing

Operations (GMO) corporate unit
marketing? established in 1999.

3 main teams at GMO: the marketing
strategy team, the regional strategy
Samsung was a brand that was not well team and the product strategy team.
known outside of Korea.
Samsung's message as a brand was
Allocation of Marketing
fragmented and its logo and presentation
Resources
were inconsistent.
Chairman Lee's "new management “A brand that needs to be thought GMO changed the way marketing
initiative": transforming Samsung from a budgets were set: 70% of the funds
cheap OEM manufacturer to a supplier of of strategically and built over time” are allocated to business units by
high-value-added products. Erick Kim country and by product category
En 1999, se contrató a Eric Kim como and 30% to support opportunities as
vicepresidente ejecuctivo de marketing they arise during the year.
global.
Kim developed marketing planning Market-Driven Change
processes, budgeted from scratch for new
and existing products and increased
Kim's marketing initiatives
marketing spend by hiring high quality complemented a broad set of company-
marketing specialists. wide changes collectively referred to as
market-driven change (MDC).
How strong is the Samsung brand? Can Samsung
pass Sony and become a top ten global brand?
In the technology industry, Samsung was considered one of the leading brands
and had a strong presence in the market for consumer electronics.
Global Presence and Leadership

United States, South Korea, Europe,
China, Japan.
Commitment with Innovation

Foldable smartphones and advances
in semiconductor manufacturing.
Marketing and Brand Promotion

Sponsorships on the Olympics and
collaborations with celebrities.
..
Quality Assurance and Trust
Commitment to product quality such
as durability and performance
Can Samsung pass Sony and
become a top ten global brand?
SAMSUNG IMPLICATIONS:
Story Emotional relation with customers Personality
Samsung could break into the top ten global brands by

leveraging its market leadership and global presence
while focusing on innovation. It could take advantage of
the new technological needs and focus on a larger market
segment. More Diversified Brand
Fast Growing Brand
New market’s perspective
As Chief Marketing Officer, what are Kim´s role and
responsibilities?
The responsibilities that he had to

take were:
Educate internally about the

Kim's role was to reposition
importance of marketing and
Samsung as a global brand through
reorganize it.
the management of the corporate
Developing marketing planning
Global Marketing Operations (GMO)
processes and budgets for new
unit.
and existing products.
Develop a career in marketing to
attract, train and retain high-
quality marketers.
How has he built his influence?
He built his influence through:

The management of the corporate Global Marketing
Operations (GMO) unit.
Generate an understanding of the essence of the brand
within the organization.
The iniciative of market-driven changes (MDC).
THANK YOU

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SAMSUNG

COURSE: GLOBAL MARKETING

Focus on hardware and devices

Analog to digital transition

Fusion of different technologies in one

implications for - Kim headed the Global Marketing

marketing? established in 1999.

Global Presence and Leadership

Commitment with Innovation

Marketing and Brand Promotion

Story Emotional relation with customers Personality

Samsung could break into the top ten global brands by

The responsibilities that he had to

Educate internally about the

He built his influence through:

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