2. Next 20 min
Profile
Global Electronics Industry
Samsung Group of Companies
A Valuable Brand
Samsung Electronics comes of age
Redefining Samsung Brand
Canadian Electronics Market
Samsung Electronics Canada
Challenges and Decisions
3. Profile
• Type : Chaebol
• Industry : Conglomerate
• Founded : 1938
• Founder(s) : Lee Byung-chull
• Headquarters : Samsung Town,
Seoul,
South Korea
• Area served : Worldwide
• Website : Samsung.com
4. Global electronics industry
1960s - early 1990s - Analog technology
Established consumer
Established consumer Samsung focused on contract production of
Samsung focused on contract production of
electronics companies are
electronics companies are electronics for established brands
electronics for established brands
Sony, Toshiba, Hitachi,
Sony, Toshiba, Hitachi,
Panasonic.
Panasonic. Expanded the semiconductor industry DRAM,VLSI.
Expanded the semiconductor industry DRAM,VLSI.
2000 - Digital technology
Samsung started to market its own brand.
Samsung started to market its own brand.
Traditional electronic
Traditional electronic
manufacturers could not
manufacturers could not As the adopters of digital products were teenagers
As the adopters of digital products were teenagers
dominate new markets
dominate new markets and young adults resolved to become aaleading
and young adults resolved to become leading
company.
company.
6. A Valuable Brand
Major factor behind the impressive growth
• Redefine itself as a vendor of cutting-edge, “gee
whiz” consumer technology.
• Brand repositioning was seen as vital to the
company’s future success
7. J.S Park
• President of Mississauga, Ontario-based
Samsung Electronics Canada (SECA)
• Charged with developing a strategy for
managing the evolution of the Samsung brand
in the Canadian market.
8. Problem
• Consumer product line :low- to mid-range
products are sold at affordable prices.
• North American and European consumers still
saw the company as a follower rather than a
leader in bringing new consumer
technologies to market.
10. Samsung innovation from 1997
Samsung expertised in
d d
od uce nable memory chips and visual
e
Intr rnet – displays
Inte dset
han Wireless telephone
World’s famous leading
Fully integrated PDA producer of static random
mobile telephone device access memory SRAM
Launched digital light
processing tv set
Manufactured thin film
liquid crystal displays
11. Samsung success
• Product innovation
• Market acceptance
• Leadership in key digital technologies.
• Successful execution of brilliant marketing
strategies.
by Louis Kim
marketing manager-SECA
