Samsung Case the Primary Strategy

Samsung Case

The primary strategy that brought them international success was their change in the manufacturing process. As such, instead of sticking to the production of televisions and VCRs, Samsung chose to diversify their product palette and enter new markets.

A second strategy implemented by Samsung was that of developing strong advertisement campaigns which increased the audience's interest. Furthermore, to get acceptance and approval from communities, Samsung sponsored several social events and sporting events, such as the Sydney Olympic Games.

A third strategy is given by the relationship with their major competitor - Sony. However Samsungs continues to be focused on 'beating' Sony, they managed to distance themselves from producing similar replicas of Sony products, but are now manufacturing real and innovative Samsung gadgets.

The recent years have helped Samsung consolidate their image of a strong company and a fierce competitor on numerous segments. However, becoming the international leader, position desired by executive vice president Eric Kim, has yet to be achieved. To ease their way to this position, Samsung would have to consider several recommendations.

A first of these suggestions would be to further develop and improve their products and make them more competitive; invest in research and development to add new features to the already existent products or develop new ones which serve a wider array of needs.

Then, a second suggestion would also be related to product competitiveness, but from a different angle, namely the price. In this order of ideas, Samsung would have to lower manufacturing costs and as such be able to lower the retail price to the end user.

3. Eric Kim's contribution to the latter success of Samsung is a major one. Among the reasons which make him a key player and a talented strategic leader for the electronics company is his ability to unify corporate features into a single unit striving to achieve an overall corporate goal. In other words, the fact that he was able to unify and integrate the fifty-five advertising agencies into a single one to improve the brand image makes him a strategic leader.

Another situation which proves the leader characteristics of Eric Kim is given by his numerous discussions and the development of strategic partnerships with American retailers.

4. It is only natural for the organization to aspire to a position of international leadership. However, this would be rather difficult to achieve. There is a wide array of strong competitors on each segment targeted by Samsung and ensuring this position would require numerous efforts and resources of all natures, resources Samsung does not currently possess. In other words, however Samsung's vision is not impossible and it is even desirable to motivate corporate employees, it is rather unrealistic.