Case Study: Samsung Electronics
[Md. Shafique Ahmed, MBA Program, North South University, Dhaka, Bangladesh]
Abstract
Samsung Electronics is one of the world giants in the business of electronic appliances such as memory chips, system-LSI and LCDs as well as A/V, computers, telecommunication devices, home appliances and other stand-alone products into a total solution of digital convergence era. The cases study has briefly focused on Samsung¡¦s performance and challenges faced by them in the consumer electronics market, where I tried to describe and evaluate Samsung¡¦s market targeting strategy for its consumer electronic products, analyze the challenges confronting Samsung in building a strong brand for high end products, evaluate Samsung¡¦s product portfolio strategy and finally develop a critical analysis of Samsung¡¦s value chain initiatives. I hope the study will give the potential readers a good understanding, based on which further research on these topics may be pursued.-Shafique Ahmed, 23 November, 2005
Description and Evaluation of Samsung¡¦s Market Targeting Strategy for Its Consumer Electronics Products
Samsung has core strengths in many fields and ¡¥Consumer Electronics Products¡¦ is one of their product lines. Their product mix has a width covering their product lines such as microelectronics, telecom equipment appliances, personal computers and consumer products. They are positioned in each of this major segment quite strongly and aim to complete with world giants like Sony, Philips and Nokia in the market of similar products with intense rivalry. The competitive structure is a perfectfectly competitive market situation, where both major players and their challengers face hard competition from each others besides their follo ...