Introduction

Samsung started its operations in the late 60’s. Over the period of time, Samsungdeveloped its stance in the television market by offering black and white TVs in the Korean market. After some time, the Vicepresidentforglobal marketing revealedthe overall brand strategy of Samsung in order to make itselfa global brand, leading to more sustainableoperations and long term brand building.

The company from itsinitiation focused on research and development techniques and invested heavily to capture the market opportunity. In addition, Samsung also invested in the different product categories, from TVs to mobile phones to recorder and thirdparty chip productions. All these strategies allowed Samsung to effectively pursue productdevelopment strategies that made it a strong and competitive player in the tech market.

However, in the current situation, withadvancement in technology and increasing market competition, Samsung has to devise a new strategy in order to sustain its position in the market and retain its market share along with the elevation of its market position as the top brand in the mind of customer. Therefore to deal with this, two alternatives have been proposed in order to enable Samsung elevate its position in theglobal marketand rank itself among the top ten global brands.

Problem statement

“Samsung has elevated its position in the global market making itself a renowned brand, howeverreaching thetop10 rank in global market and sustaining it is a challenge for the company”

Samsung Electronics Company Harvard Case Solution & Analysis

Justification

Since competition is increasing in the market, as Chinese brands are entering with strongerbrandstrategy along withcheaper immitigabletechnology, maintaining the valueproposition has become difficult for Samsung, making it a huge challenge for the company to elevate its position in the global market.

Qualitative Analysis

SWOT Analysis

Strengths

• The company has strong brand image and market recognition that allow the customer to quickly choose Samsung over other brands.
• The company has strong financial background. This allows the company to invest heavily in the research and development department and establish new and innovative product base in the market.
• The company has corporative culture based on merit.This allows the new talent to invest the energy and efforts to rise in position and on the other hand, allows the company to achieve its goals timely.
• The company has high brand equity and market yield as compared to other competitors.
• The company has well established brand strategy that allows it to pursue economies of scale.

Weaknesses

• The company has weak global strategy to address the market changes and trends.
• The company overly depends on the DRAMs and since technology is imitable, it hinders the company’s stance in sustaining its competitive edge.
• The Chinese market players are emerging in the market, capturing the market of Samsung.
• The brand image of Samsung remains inferior to Ios, as it uses Google free platform of Android.

Opportunities

• The semi-conductor market is increasing on a high scale, allowing the company to pursue the market development and market penetration strategy.
• Since in the current scenario, DRAMs are at the peak level, there is no other alternative present for the technology, giving company exclusiveness in the market.
• The demand for DRAMS is ever rising in the market.................

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