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Profile
Profile
Type Industry Founded Founder(s) Headquarters : : : : : Chaebol Conglomerate 1938 Lee Byung-chull Samsung Town, Seoul, South Korea Worldwide Samsung.com
: :
1970s-1980s
1938
A Valuable Brand
Major factor behind the impressive growth Redefine itself as a vendor of cutting-edge, gee whiz consumer technology. Brand repositioning was seen as vital to the companys future success
J.S Park
President of Mississauga, Ontario-based Samsung Electronics Canada (SECA) Charged with developing a strategy for managing the evolution of the Samsung brand in the Canadian market.
Problem
Consumer product line :low- to mid-range products are sold at affordable prices. North American and European consumers still saw the company as a follower rather than a leader in bringing new consumer technologies to market.
Launched digital light processing tv set Manufactured thin film liquid crystal displays
Samsung success
Product innovation Market acceptance Leadership in key digital technologies. Successful execution of brilliant marketing strategies. by Louis Kim marketing manager-SECA
2000
2002
paid to prominently featured Samsung mobile phones in 2 popular science fiction films The matrix : reloaded and the matrix : revolutions.