Marketing Strategy

1 Analyse the role of marketing in the success of Samsung up to the time that the case was written.

Samsung, the Korean based electronics brand, has boosted its profile

and being listed as 21st valuable brands in the world (Zook, 2007).To become the world leading brand in electronic and digital industry, Samsung focused on using many strategies and understanding the role of marketing in their field of business to share its market with giant multinational makers such as Sony, Panasonic, JVC, Magnavox, and Toshiba (Kim, 2006). From the statistic of January 2007, Sony is the No1 in the electric market; however the shelf share of Samsung has slightly increased during the month because of the innovative of its products (Tarr, 2007).

Based on Mcdonald (1999), the role of marketing can divided into 4 areas which are product and service, processes, people and professional marketing .According to the product, Samsung has always been innovating their products over the period of time by using the new technology. The company changed to focus on quality of product instead of quantity in order to achieve their target market. Turning to the processes, the company seems to control the