BUSINESS CASE # 2

Samsung Electronics Co.: Global Marketing Operations

GROUP ASSIGNMENT
Objectives:
The objectives for the case are as follows:
 To illustrate the critical importance of effective marketing in
achieving a corporate turnaround.
 To demonstrate the value of cross-border consumer research in
guiding a global brand repositioning.
 To explore the marketing planning and budgeting challenges typical
of a multinational company (MNC) with a single global brand.
 To explore the roles and responsibilities of a CMO in a major MNC.

Assignment Questions:
 What are the ingredients of SEC´s corporate turnaround strategy?
What are the implications for marketing?
 How strong is the Samsung brand? Can Samsung pass Sony and
become a top ten global brand?
 As Chief Marketing Officer, what are Kim´s role and responsibilities?
How has he built his influence?

Assignment Instructions:
Please prepare a PowerPoint presentation with group answers to the
questions, no more than ten slides, including front and references pages.
Please note that References must be in APA style. Upload your file in pdf
format using the appropriate submission link in the virtual classroom. As
this is a group activity, it is enough that only one member of the group
uploads it.
All group members must present case answers to the class using
PowerPoint material. Oral presentation for no longer than 10 minutes by
each group.