Business Case Studies, Leadership Case Study, Tata Group,Ratan Tata

Code : COM0044

Year : 2004

Industry : Home Appliances and Personal Care Products

Region : India

Teaching Note:Not Available

Structured Assignment :Not Available

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Introduction:'Samsung India Electronics Limited' (SIEL), a 100% subsidiary of the 'Samsung Electronics Company Ltd.' (SEC), of South Korea, was given the responsibility of operations in South Asia in 2004. SIEL plans to cater to themarkets of Sri Lanka, Nepal and Bangladesh and is one of the seven regional headquarters of SEC that operates in 47 countries across the globe.

SIEL, a manufacturer, marketer and exporter of high-tech consumer electronics, home appliances, IT and Telecom products focuses on the high-end market. It was given an A1+ credit rating on a short-term basis by ICRA and P1+ rating by CRISIL. In 2003, SIEL recorded overall sales of INR 3708 crore, while SEC recorded $ 54,252.2 million.

Ravinder Zutshi, Director of Sales, SIEL, said, "With 25 per cent growth last year and over 42 per cent expected this year, the brand Samsung is certainly a top-of-the-mind brand in India today. We are focusing on building up an unassailable lead on this front through aggressive advertising and sales promotion campaigns".