Samsung

Creating a Global rat MKT7500 W12 03/19/12 bow of Contents Introduction knave 2 Kims Responsibilities at southward foliate 2 incorporate Strategies and Implications for Marketing rogue 5 Kims Marketing Structure and Programs rogue 8 Kims influence at SECPage 12 Conclusions Page 14 RecommendationsPage 16 Marketing and PositioningPage 16 Monitoring Brand apprize and Brand virtuePage 20 Other ConsiderationsPage 21 addition A Ingredients of Brand ValuePage 25 Appendix B Ingredients of Brand Equity and Its BenefitsPage 26 ReferencesPage 27 Introduction Samsung Electronics society (SEC) is challenged with building the Korean manufactures instigator into a global drive that will rival industry travel bying like Sony, in customer appeal, quality, and market share. This challenge isnt going to be easy. Early on in their mankind Samsung was the biggest consumer electronics maker that around consumers had never heard about. Samsung Electr onics Company (SEC) began doing problem as a major manufacturer for basic electronics and nursing home appliances for larger OEMs.

The gild had competed mainly as a piece of shtup the scenes supplier of computer monitors and semiconductors to more(prenominal) powerful multinationals as a supplier of commodity products for global markets. Even as it more and more went to market with its own specked PDAs, mobile phones, televisions, and videodisk players, Samsung was considered a low cost leaf blade, with low visibility and specialty to match. SEC Chairman Kun He Lee had begun initiatives to transform the company in 1993 and by 2000; Eric Kim was brought in as head of marke t to lead the way in building Samsung into a! crimp grad global differentiate. Through the organizational corporate strategies which were employ under(a) Lee and the marketing strategies implemented under Kim, Samsung has begun to create brand value and must now begin to accumulate brand equity to ensure their long term success. Kims Responsibilities at SEC...If you want to get a full essay, order it on our website: OrderEssay.net

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