Competitive Strategies Case Study

Samsung - Leading in the Digital Age

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Abstract:
The case deals with Korea-based Samsung, one of the leading global electronics companies and synonymous with digital technology. Samsung has strong presence from consumer electronics to semiconductors. The case depicts in details, the journey of the company from the lower-end consumer electronics manufacturer to upscale image with strong brand identity. The case showcases the new brand-building principles of the Korean consumer electronics company that paid off with the entry into ‘Global 100 Brand’ in the new millennium. The case describes the company’s three-pronged strategies – quality, design and innovation. Finally, the case highlights future challenges that can hinder the brand-building process of the company.

Pedagogical Objectives:

• To understand the concept of upward stretching in brand management with specific reference to Samsung
• To understand the concept of mission statement and translation of this into strategies
• To analyse the brand building principles along with operational difficulties of brand building.

Keywords : Samsung; Brand building; Brand value; Brand image makeover; Global 100 by Interbrand; Consumer electronics; Microprocessors; Competitive Strategies Case Study;Technological innovation

Contents : 
Samsung Creates History
Samsung Electronics Corporation
Penchant For Design
Value Added Chips
Push To Polish Samsung
Script For Success
World’s Largest Profit Maker In 2003
World’s First Product From Samsung