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Case Title:

Samsung Electronics: Mr. Yun's Efforts for Upscale Image

Publication Year : 2003

Authors: Dakshi Mohanty & T Phani Madhav

Industry: Engineering, Electrical and Electronics

Region:South korea

Case Code: COT0001

Teaching Note:  Not Available

Structured Assignment:  Not Available

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Abstract:
When Jong Yong Yun (Yun) took over as the CEO of Samsung Electronics in 1997, the company was mired in problems. The company witnessed declining sales and piled up debt. Also Samsung was known more as a cheap alternative to big Japanese brands like Sony, with the products relegated to the low-end of consumer electronics market. By bringing in drastic changes from organisation structure to product design and marketing, Yun was able to successfully turnaround the fortunes of the company and give it a much needed up-scale image.

Pedagogical Objectives:

  • To discuss how Yun shook up the entire organisation to change its image from that of a mass marketer catering to the low-end of the market to the second most recognisable consumer electronics brand in the world within a span of six years

Keywords :  Turnaround, Brand repositioning, Restructuring, Jong Yong Yun, Samsung, Vertical integration, Competition, Repositioning Samsung, Upscale image, Yun's restructuring, Global branding, Marketing Strategies Case Study, Samsung's cost cutting, High-end products, Samsung's revival, Consumer electronics and Samsung

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