Marketing Strategy of Samsung Mobile

Topics: Mobile phone, Samsung Group, Nokia Pages: 62 (17489 words) Published: August 17, 2008
To study the marketing strategy and gain an insight on Samsung Mobile India

Samsung Group
The Samsung Group is South Korea's largest company or chaebol and the world's second largest conglomerate by revenue, leading several industries in the world. It is composed of numerous international businesses, all united under the Samsung brand, including Samsung Electronics, the world's largest electronics company, Samsung Heavy Industries, one of the world's largest shipbuilders and Samsung Engineering & Construction, a major global construction company. These three multinationals form the core of Samsung Group and reflect its name - the meaning of the Korean word Samsung is "tristar" or "three stars". The Samsung brand is the best known South Korean brand in the world and in 2005, Samsung overtook Japanese rival Sony as the world's leading consumer electronics brand and became part of the top twenty global brands overall. It is also the leader in many domestic industries, such as the financial, chemical, retail and entertainment industries. Background

Samsung Group is South Korea's largest company and exporter and the world's fifteenth largest conglomerate.[3] Currently helmed by Lee Soo-bin, CEO of Samsung Life Insurance, it has been run by generations of one of the world's wealthiest families, formerly by chairman Lee Kun-Hee, the third son of the founder, Lee Byung-Chul. Samsung Group is recognized as the most prestigious firm in South Korea, attracting many of the country's most intelligent and talented pupils, with 25% of its employees having a PhD degree or equivalent. Samsung Group also owns the Sungkyunkwan University, a major private university in South Korea, with many of its graduates being employed by Samsung Group affiliates. South Korean Samsung employees are also highly loyal to the company, working for very long hours with no weekends or holidays until they retire. Many major South Korean corporations such as CJ Corporation, Hansol Group, Shinsegae Group and Joong-Ang Ilbo daily newspaper were previously part of the Samsung Group, split apart by the government in order to reduce its power. Many leading companies in South Korea, notably iriver, the No.1 MP3 Player maker in South Korea and Naver, the No.1 Search Engine portal in South Korea, were established by ex-Samsung employees. A large number of South Korean firms, particularly those in the electronics industry, are dependent on Samsung for the supply of vital components or raw materials such as semiconductor chips or LCD panels. Consequently, Samsung is able to artificially moderate prices and has been criticised for handicapping other rivals, leading to bankruptcy of mid to small sized businesses as they cannot compete with Samsung. As a result, many have been taken over by Samsung Group, leading to a complete dominance by Samsung Group in many industries. Samsung Group accounts for more than 20% of South Korea's total exports[citation needed], with strong government support, including the ability to access unlimited amount of funds from major banks in South Korea. In many domestic industries, Samsung Group is the sole monopoly dominating a single market, its revenue as large as some countries' total GDP. In 2006, Samsung Group would have been the 34th largest economy in the world if ranked, larger than that of Argentina.[6] The company owns or has taken over so many mid to small sized businesses that it is often called a 'colonial empire' or 'hungry dinosaur'. Samsung is known as "Another Family" in South Korea and many Koreans are highly loyal to the Samsung brand, considering it a symbol of national pride. The company has a powerful influence on the country's economic development, politics, media and culture, being a major driving force behind the Miracle on the Han River; many businesses today use its international success as a role model.


Samsung Group headquarter building at Seocho Samsung...
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