http://www.businessweek.com/globalbiz/content/mar2008/gb20080313_758981.htm?chan=technology_technology+index+page_top+stories
This article is about Samsung
being top company in TVs.
It describes how Samsung got
up to the top of the indurtry.
Especially they explaned it in
a perspective of company worker,
and manager.
As I follow the article, one small
piece of thought came up on my mind.
"What kind of marketing strategy did
they use to achieve such a big success"
I thought about the materials that we
talked about at the class.
The word "perceived value" poped up in my head.
Marketing is important in organization, becuase of this perceived value.
Services of every organizations and companies have value.
This value is classified into two; first one is real value, and the other one is perceived value.
Real value is decided by the actual products. However perceived value is given
by how people think of one's company.
Marketing helps to increase this perceived value which is unlimitted.
Then, how Samsung increased this value ?
Samsung is using many different strategy over the whole world.
They are using different methods to make people to believe
Samsung is familliar with their country and people.
For example, in Russia, Samsung made "Samsung Tolstoi literary award".
Through this event, Samsung made an company image that "Samsung is
familliar with Russia, and respect Russian"
In my opinion, one of the most important marketing strategy is "귀족 Marketing".
This is korean word that describes the marketing method, which is targetting
rich people.
Samsung has been making an image of "high quality product".
They put an extra effort on a design matter, and kept showing the TV commercials
that is something noble and loyal.
By all these strategies, Samsung becames No. 1 in the global TV market.
Market researcher "Display Search" showes that Samsung shares 13.6% of overall
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