Samsung Electronics and the Struggle for Leadership of the Electronics Industry by Anthony Michell

Author:Anthony Michell
Language: eng
Format: epub
Publisher: John Wiley & Sons, Ltd.
Published: 2011-08-21T16:00:00+00:00

The future of the Samsung brand

When the mid-2007 crisis of confidence hit Samsung, marketing had no obvious answer. The Kim–Yun initiative had run its course and been under-supported since 2005. Company executives turned to new products with a sub-theme of innovative design rather than to marketers to provide new growth. Greg Lee hit the spot in 2005 with his analysis that Samsung needed to work on its brand strategy. Despite Samsung’s aggressive sports marketing pursuits, Interbrand’s 2007 survey showed that its brand ranking had slipped one place (to twenty-first); while its total brand value rose only 4 percent. Clearly, the campaign was a costly exercise in brand management. In 2008, Samsung Electronics remained in twenty-first position, while its new catch-up targets, Nokia, stood in sixth position, and Intel, marketed by Eric Kim, in eighth. Sony had moved back to twenty-fifth.45 Interbrand’s estimate of brand value is not everything, but it is the yardstick Samsung chose to be measured by.

Endnotes

1 John Quelch (ed.), HarvardBusiness.org Search—Case Studies Samsung Electronics Commercials, Video Supplement, July 1, 2004, at: harvard businessonline.hbsp.harvard.edu/relay.jhtml.

2 BusinessWeek, August 1, 2005, Special Report—The Best Global Brands/Online Extra, “Samsung’s Goal: Be Like BMW,” http://www.businessweek.com/magazine/content/05_31/b3945107.htm; accessed June 4, 2007.

3 “Eric B. Kim, Marketing’s Miracle Man,” by George Tang, Goldsea: Asian American Business, at: http://business.goldsea.com/Kime/kime.html; undated 2004.

4 “Why a Marketing Strategy Should be Ambidextrous,” by John A. Quelch, The Wall Street Journal Online, October 12, 2005.

5 Ibid.

6 http://www.principalvoices.com/beijing.html, May 16, 2005; accessed April 4, 2007.

7 “Samsung Electronics Corp.: Eric Kim interview,” video by John A. Quelch. at harvardbusinessonline.hbsp.harvard.edu/relay.jhtml

8 http://www.principalvoices.com, op. cit.

9 Quelch, op. cit.

10 “Look Out, Sony,” Heidi Brown, Forbes, June 11, 2001, at: http://www.forbes.com/forbes/2001/0611/096.html

11 Samsung Electronics Co. Ltd., press release, May 16, 2002.

12 “Companies, People, Ideas: Samsung’s Next Act,” by Heidi Brown and Justin Doebele, Forbes, July 26, 2004.

13 Brown, op. cit.

14 Brown and Doebele, op. cit.

15 “Samsung in Bloom,” by B. J. Lee, Bill Richards, and Joan Raymond, Newsweek, July 15, 2002.

16 Ibid.

17 http://www.principalvoices.com, op. cit.

18 Ibid.

19 Ibid.

20 The best summary may be found in the Wikipedia article on “Moore’s Law” which also discusses what Moore did and did not say, at: http://en.wikipedia.org/wiki/Moore’s_law; accessed June 30, 2009. http://www.eia.org/news/pressreleases/2005–04–27.217.phtml

21 Ibid.

22 FN CNET/news

23 “Sony Chief’s Plans Disappoint,” Financial Times, September 23, 2005, http://blog.hjenglish.com/ambercindy/archive/2005/10/21/155260.html

24 http://www.principalvoices.com/beijing.html, op. cit.

25 “Digital Darwinism,” Heath Row, May 26, 2004.

26 http://www.principalvoices.com, op. cit.

27 Ibid.

28 Ibid.

29 Tang, op. cit.

30 This stress comes out in Samsung Electronics Corp.: Eric Kim interview, op. cit.

31 “Follow-Through,” by Heidi Brown, Stephane Fitch, and Brett Nelson, Forbes, October 10, 2004.

32 “Tense From the Start,” by Andrew McMains and Kathleen Sampey, Adweek, October 31, 2005.

33 Samsung Electronics, press release, June 9, 2005.

34 “Samsung Fires WPP,”Adweek, October 2005.

35 Ibid.

36 McMains and Sampey, op. cit.

37 “Brand New; Consumer Electronics,” The Economist (US), January 15, 2005.

38 Businessweek 2005, op. cit.

39 “Samsung Changes Marketing Team, Promoting Sanduski, Hiring Revie,” by Greg Tarr, TWICE, January 5, 2006, at: http://www.twice.com/article/260882-Samsung_Changes_Marketing_Team_Promoting_Sanduski_Hiring_Revie.php

40 Quelch, op. cit.

41 www.samsung.com

42 “Samsung Sponsors Beijing 2008 Olympic Torch Relay,” Samsung, April 26, 2007, at: http://www.samsung.com/my/news/newsRead/do?news_seq=2&page=1.

43 “Analysis of Samsung Electronics’ Bangkok Asian Games: Sponsorship,” by Philip Cheng, Cyber Journal of Sports Marketing, at: http://fulltext.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.