Samsung Brand Story
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Samsung Brand Story
Table of Contents
Section 1 – Samsung History
1969-1990 - Establishing Philosophies and Strategies 1
1990-2000 – Expansion and New Market Approach 1-2
2000 – 2012 - Redefining the Samsung Brand: The Smartphone Revolution 2
Marketing Investment 2
Repositioning 3
Timeline 4
Section 2 – Samsung in the Present
Economic Environment 5-6
Market Position 6
Product Portfolio 6
Brand Architecture 7
Strategies 7-8
Identity 9
Current Opportunities & Threats 10
Section 3 – Future of Samsung
Overview 11
Recommendations- Solar Power 12-13
* Reduce Diversification 13-14
* Innovation Investment 14- 15
Rational of Recommendations 16
References 17-20
Appendix 21-23
Section 1 - Samsung History
1969-1990 - Establishing Philosophies and Strategies
Upon incorporation in 1969, Samsung’s initial goals were based around providing an economic contribution to the Korean nation. The 1970’s were seen as the beginning of Samsung’s transformation into a recognised organisation, producing a wide range of goods. Samsung placed great emphasis on expansion, seeing electronics as a value added industry. Strategic foundations for future growth were laid in the early decade through investment in areas such as, petrochemicals, semi-conductors and shipbuilding (Han 2011). They placed emphasis on foreign technology, mass production, cyclical process and Government support.
Following on, the1980’s represented the period of Samsung’s global expansion. Their considerable determination was highlighted through the Ceo’s inspirational statement that not only defined the aims over the decade, but was utilised as a basis for all future...
Table of Contents
Section 1 – Samsung History
1969-1990 - Establishing Philosophies and Strategies 1
1990-2000 – Expansion and New Market Approach 1-2
2000 – 2012 - Redefining the Samsung Brand: The Smartphone Revolution 2
Marketing Investment 2
Repositioning 3
Timeline 4
Section 2 – Samsung in the Present
Economic Environment 5-6
Market Position 6
Product Portfolio 6
Brand Architecture 7
Strategies 7-8
Identity 9
Current Opportunities & Threats 10
Section 3 – Future of Samsung
Overview 11
Recommendations- Solar Power 12-13
* Reduce Diversification 13-14
* Innovation Investment 14- 15
Rational of Recommendations 16
References 17-20
Appendix 21-23
Section 1 - Samsung History
1969-1990 - Establishing Philosophies and Strategies
Upon incorporation in 1969, Samsung’s initial goals were based around providing an economic contribution to the Korean nation. The 1970’s were seen as the beginning of Samsung’s transformation into a recognised organisation, producing a wide range of goods. Samsung placed great emphasis on expansion, seeing electronics as a value added industry. Strategic foundations for future growth were laid in the early decade through investment in areas such as, petrochemicals, semi-conductors and shipbuilding (Han 2011). They placed emphasis on foreign technology, mass production, cyclical process and Government support.
Following on, the1980’s represented the period of Samsung’s global expansion. Their considerable determination was highlighted through the Ceo’s inspirational statement that not only defined the aims over the decade, but was utilised as a basis for all future...