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Case Title:

Semiconductor Industry: Samsung’s ‘BHAG’

Publication Month and Year :  July 2009

Authors: Souvik Dhar, Srinath Manda

Industry: Semiconductor

Region:South Korea

Case Code: MM0019

Teaching Note: Not Available

Structured Assignment: Not Available


Intel is the number one company in the semiconductor industry, with a market share twice that of its nearest competitor, Samsung. However, a turnover rate much higher than that of Intel's encouraged Samsung to announce its big, hairy and audacious goal (BHAG) of becoming the leader in the global semiconductor industry.

Pedagogical Objective:

  • To discuss the strategies of Samsung to become an industry leader
  • To discuss whether Samsung would achieve its goal (BHAG) by competing with the other players of the semiconductor industry.

Keywords : Big, hairy and audacious goal (BHAG); Digital convergence technology; Vision, Mission & Goals Case Study; DRAM (dynamic random access memory) chips; Strategic alliances; Technology development partnership; Competitive strategies; business buying behavior in industrial markets; segmentation in industrial markets; Marketing Management; Marketing Mix; Market Segmentation; Product Life Cycle; New Product Development; Consumer Behavior; Marketing Case Studies; MBA; Marketing Course for MBA Marketing Course Case Map; Course Case Map; Case Map


  • The Semiconductor Industry
  • Samsung's Semiconductor Business’ BHAG
  • The Future

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