SAMSUNG ELECTRONICS: GLOBAL MARKETING OPERATION

I. Problem
Samsung is trying to create a corporate marketing strategy that will effectively catapult the brand to the forefront of the global electronics industry. The goal is to surpass Sony and to become a premium global brand where consumers consistently view Samsung as a must-have valuable brand.

II. Alternatives/Recommendations i. Advertising Campaign. It is wise to administer both a global campaign and a segmented one. The DigitAll global advertising campaign doesn’t seem to be enough to effectively increase market share. It is the kind of campaign that doesn’t necessarily make sales increase, but simply increases awareness. Instead, Samsung needs to create a campaign that educates consumers of what the brand stands for and represents. The marketing message should emphasize the company’s values on quality, innovation, and linkage of all of Samsung’s offerings. Quality within the Samsung products needs to be advertised giving proof of high consumer reports, product comparisons, and expert reviews. Print campaigns could highlight the fact that the company puts a large majority of its resources on its human capital and their ability to innovate. This makes the company a desirable place to work for and puts a higher value on the brand name. * Low prices shouldn’t be a part of the promotion campaign. The price will be shown on the shelf, and serves as a low-risk invite for a first-time buyer. Although in a down economy, lower prices attract more sales, a low price is sometime associated with bad quality. The company is aiming to be seen as a premium-brand, where the brand’s value is the desire and the price is worth it. Sony is able to charge a higher price because of its high brand equity. a. However, in certain industries like cell phones, price promotions drive consumers to at least