Samsung Case

Table of Contents
Introduction…………………...…………………………………………………...………….…...3
Samsungs turnaround Strategy…………………………………………………..………………3
Implications for market………………………………………………..………………5
Strength of the Samsung Brand...........……..…………………………………………………......5
Comparison to Sony: Becoming a Top cristal Global Brand…...…………………………...5
CMOs Role & Responsibilities…………………………………..…...………………………….6
Building Influence...……………………………………..…...…………………………...7
outcome/ Decision ……………......…………...…………………………………………….....7
References…………………………………………………………………………………………8

Samsung Electronics Company: Global Marketing Operations-
Introduction
In the 1990s Samsung started out as a third-tier commodity discoloration with in truth little product differentiation (Quelch & Harrington, 2008). Due to the Asian monetary crisis in 1997, the company experienced tremendous loss, and made the uncorrectable decision to revamp their brand image. Based on this strategical change, Samsung was able to experience increasing brand success, and in stately 2003, became number 25 in the worlds about valuable brands, with an estimated valuation of $10.8 billion.




Initially, the companys turnaround schema was what spearheaded the corporation into such tremendous success. During that time, Samsungs marketing live on was overhauled, so that it could support the new brand proposition. This case playing field analysis will measure the strength of Samsungs brand and consider whether Samsung can pass Sony, which was ranked number 20 in the world, with a valuation of $13.2 billion. Finally, the role and responsibilities of the CMO will be discussed, along with how Samsungs CMO Eric Kim, built influence for the company.
Samsungs Turnaround Strategy
Samsung started out in the 1970s as a inexpensive electronics manufacturer. The company started out by selling its products through master key equipment manufacturers (OEMs), that would resell Samsungs products under their own, better known...If you want to expire a full essay, order it on our website: Orderessay



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