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• Introduction
• Strategic goals
• SWOT analysis
• Implications for marketing
• Recommendations
• Conclusion

• SEC began a global
marketing initiative in
1993 based on New
Management Initiative
• Initiative was a
success – profits
increased to US $5.9
• In 2003, SEC devised
a new marketing
image and mission

Strategic goals
• To be a top ten global
brand by 2005
• To be regarded as a
premium brand
• Focus on innovative
premium products
• To increase shareholder
value by capitalising and
transforming Samsung
across the globe

Innovation, always c
market advantages
M-net analysis, iden
Implications for Marketing

• Build a global brand and strong brand image

• Reposition and brand so that it is recognised as
a premium product
• Develop marketing plans, supported by in-
depth market research
• Review the allocation of the marketing
• Elevate the role of marketing within Samsung 6
Recommendation 1
Continue implementing the current

• Developing a global brand and customer loyalty

• Effective pricing strategy

• Enhance the role of marketing within Samsung

Recommendation 2
Develop proprietary software and
• Develop the capability to produce propriety
software and content in-house to leverage
SEC digital convergence

• Consider a joint-venture partnership to

quickly leverage skills and capability

• Introduce and manage an open platform

that offers third party software developers
to build applications for Samsung devices
to add value

Recommendation 3
Review and restructure the

• Seek opportunities that offer

comparative advantage

• Build the ability to develop and diffuse


• Develop resource capability to support

an interdependent network of
specialised operations

• CLN5 finds that SEC is unlikely to obtain top ten global ranking until the
confusion, uncertainty, and internal differences are resolved

• Consumer research confirms that SEC has not connected with its customers’
needs and where they are coming from

• The Company has a lack of focus with its branding in terms of segmentation,
targeting and positioning in determining future product innovation

• SEC’s corporate strategy turn-around has focused largely on product innovation

and R&D as a key component of branding and visibility. SEC must also consider
industry expert advice that propriety software and content which complements
the Samsung brand is equally important

• SEC board should endorse all recommendations made herein in order to

continue to grow the brand and Company

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