Complete Turnaround For Success: The Case Of Samsung

In the last decade the South Korean company Samsung has dominated the technologyindustry and has made its way to the top level of technology manufacturer in the world.Marketing strategy and key human resources has been behind Samsung’s tremendous successover the last ten year. Indeed, in my research I intend to find out the specific marketing strategyimplemented by Samsung in order to reach the top level of technology manufacturer and analyzethose steps, first to provide a reliable case study for university use but also to enable myself tounderstand the marketing concepts I have studied about during my MBA.This thesis is dividing into seven parts. The introduction comes first, composed by theresearch background, the history of Samsung and the significance of this study from the practicaland theoretical side and the first part will be terminated by the methodology. The second part ofthe thesis which is the overview of the complete turnaround is composed by the technologicaland environmental background, as well as Samsung’s short comings and achievements over thepast decade after his complete turnaround. In the third part we will analyze Samsung’sdevelopment environment by describing the sector in which the company operates, identify thekey competitors. To provide more academic analysis tools as the Porter’s five forces will be usedfirst, then the SWOT analysis of the company and followed by the PEST analysis. This third partwill be closed with the description and analysis of the costumer behavior and then the legalconstraints. For the fourth part of this study we will have a closer look on Samsung’s marketingstrategy by exploring the segmentation, the target of the company, also attention will be given tothe marketing mix of the company with respect of overseas operation. This part will also includethe analysis of the international strategy and terminated by the external growth section. On thefifth part of the study we will present and analyze the key success factors of the completeturnaround which are mainly composed by the decision making process and the verticallyintegrated structure. Before withdrawing the conclusion, we find in the sixth part an analysis ofthe possible marketing strategy that Samsung could implement in order to keep its position at thetop of the industry. And then on the seventh part we will find the conclusion that will provide usthe main finding of the study and a short sum up of the study.