삼성전자 글로벌마케팅전략분석[영문레포트]

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본 자료는 신촌 Y대 경영대학 수업 기말과제로 제출하여 A+를 받았던 리포트입니다

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목차

1. Background & Strategy
Background
Strategy–Vertical Integration
Strategy – Hardware Focus
Strategy – Product Breath
Strategy – Digital Product Innovation

2. Marketing
New management Initiative
Marketing Organization
Global Marketing Operations
Allocation of Marketing Resources
Market-Driven Change

3. Position
market position
International Expansion
Each nation by corresponding location
The samsung brand was stronger in emerging than in developed markets
Brand value analysis from FCB each markets

4. conclusion

본문내용

Global digitalAll advertising campaign made Kim recall some of the comments

R&D is a better investment than money spend on advertising
too much emphasis on youth and creativity is inappropriate
Let’s not overspend on advertising and promotion only to beat Sony
Whether global image campaign is helpful or not
We need strong brand break

Does Samsung need more complex segmentation?
At the moment, samsung us using “one-size-fits-all” approach
Market research shows increasing customized devices and more segmentation.

However, it is hard to justify
if they reduced the cost efficiency of current marketing

참고 자료

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