Lecturer name: Chia Su Aie
Student name: Khamzin Zhassulan (TP023113)
Submission date: 8th April
Introduction 3 1) Factors that triggered the growth of Samsung in the global handset market 4 SWOT analysis 4 Factors of growth 5 2) Strategies adopted by Samsung as the second largest handset market in the global mobile market. Corporate strategy, business level strategy 6 Samsung business strategy 6 3) Samsung overtakes Nokia in a handset market 7 Conclusion 9 Reference 10
Samsung Electronics was founded in South Korea in 1969. It is part of one of the multibillion corporations in the world. Samsung is one of the largest handset manufactures, which …show more content…
In January 2007, Branding Finance ranked the company as the number one global brand in electronics. Samsung Electronics’ handset has overtaken Motorola, making it the world’s second largest mobile phone market. Samsung’s clever marketing strategies played an important role for Samsung’s image and to become global digital technology leader.
One of Samsung’s major global branding strategies is Olympic sponsorship. Samsung used Olympic Games as a platform to demonstrate new products and technology. The most powerful way to introduce a new product and technology is by publicity. It is not only effective but also more credible. Samsung provided its latest wireless communications technology during the Sydney 2000 Olympic Games and also participated in the mobile telecommunication equipment category in the Salt Lake 2002 Olympic Winter Games.
Samsung’s sponsorships in the world of golf also contributed to its global branding. Samsung thought a great golfer would increase brand value and the reputation of the sponsor, so it decided to sponsor Seri Park just as her career was taking off in the USA. In addition, Samsung became an official sponsor of the SAMSUNG LPGA (Ladies Professional Golfer Association) World Championship.
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