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Cln5 Group Cs3 Final-sec

Cln5 Group Cs3 Final-sec

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Published by Jehad Negem

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Published by: Jehad Negem on May 02, 2010
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10/14/2013

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Marketing Management
 SEC Electronics Company
Case Study analysis 
CLN Group 5
 
 
2
1
 
Ex
ecutive Summary
 
The aim of this report is to provide an analysis of the Samsung Electronics Company¶s (SEC)current marketing strategy; a review of it initiative to reposition its brand to end-users andchannel partners; and, the implications the current strategy will have on its ambition to become a top-tier global company. The Company¶s New Management Initiative (Quelch &Harrington 2004, p. 541) to remake Samsung as a global business leader includes thefollowing key factors:a)
 
Marketing is a key ingredient to SEC¶s corporate turnaround strategy and is essentialin building the SEC brand globally (Quelch & Harrington 2004, p. 546); b)
 
Although SEC has developed a culture that claims to intimately understand itscustomers¶ needs, consumer research shows that the Company is seen as aloof, devoidof personality or image, unable to tap into consumers¶ emotional experiences, lackingvisibility, and, without a clear vision (Quelch & Harrington 2004, p. 561);and,c)
 
SEC is facing serious internal management challenges in agreeing on the futuremarket strategy, budget allocation, and how to segment, target and position its products and branding (Quelch & Harrington 2004, p. 559).CLN5 concludes that SEC will not be able to achieve a top ten global brand ranking
unless
 the internal differences within the Company¶s line managers and senior management over future marketing initiatives are understood, resolved and endorsed at all levels. A failure to doso will seriously undermine future product innovation and development.Further, SEC¶s singular focus on digital hardware innovation at the expense ofproprietysoftware and content offerings to its customers which have a higher profit margin and drivetechnology development (Porter, 1980), represents a considerable threat to the Company¶sgoal and a potential decline in profits and shareholder value.It is, therefore, recommended that SEC continue with developing its existing global brand andcustomer loyalty initiatives to foster repeat purchases; utilise effective pricing strategies thatcreate premium price sensitivity (Rowley, 2005); and, establish key marketing metrics tomeasure and demonstrate success.This report also recommends SEC develop the capability to produce propriety software andcontent to realise the benefits of showcasing Samsung¶s hardware capabilities, realise the potentially higher profit margins and increase branding visibility of its products.Finally, CLN5 recommends that SEC explore further opportunities for realising the benefitsof comparative advantage by reviewing the organisational structure; identifying centres of excellence; and, building the resource capability in the regional areas to facilitate aninterdependent network of specialised operations.
 
 
3
 
T
able of Contents
1
 
EXECUTIVE SUMMARY ........................................................................................................... 2
 
2
 
INTRODUCTION ....................................................................................................................... 4
 
3
 
SITUATION ANALYSIS ............................................................................................................. 5
 
3
.1
 
C
OMPANY
.............................................................................................................................. 5
 
3
.2
 
C
OLLABORATORS
.................................................................................................................. 5
 
3
.
3
 
C
USTOMERS
.......................................................................................................................... 5
 
3
.4
 
C
OMPETITORS
........................................................................................................................ 5
 
3.4
 
SWOT ................................................................................................................................... 7
 
4
 
FACTORS ................................................................................................................................. 8
 
4.1
 
W
HAT ARE THE INGREDIENTS OF
SEC¶
S CORPORATE TURNAROUND STRATEGY AND THEIMPLICATIONS FOR MARKETING
? .................................................................................................... 8
 
4.2
 
H
OW STRONG IS THE
SEC
BRAND
?
........................................................................................ 8
 
4.3
 
C
AN
SEC
PASS
S
ONY AND BECOME A TOP TEN GLOBAL BRAND
?
.......................................... 8
 
4.4
 
A
S
C
HIEF
M
ARKETING
O
FFICER
(CMO),
WHAT ARE
K
IM
n
S ROLE AND RESPONSIBILITIES
?
 
H
OWHAS HE BUILT HIS INFLUENCE
?
....................................................................................................... 9
 
5
 
MARKETING PLAN - RECOMMENDATIONS ......................................................................... 10
 
5.1
 
ECOMMENDATION
1........................................................................................................... 10
 
5.2
 
ECOMMENDATION
2........................................................................................................... 10
 
5.
3
 
ECOMMENDATION
3
........................................................................................................... 11
 
6
 
CONCLUSIONS ...................................................................................................................... 12
 
7
 
APPENDIXES ......................................................................................................................... 13
 
7.1
 
A
PPENDIX
1 ......................................................................................................................... 1
3
 
8
 
REFERENCES ........................................................................................................................ 14
 

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