Samsung Marketing Strategy

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1.Introduction
On March 1, 1938, Samsung, one of the highest trending company now was created in Taegu, Korea by Lee Byung-Chul as a commercial enterprise. In the late 1951s, Samsung group mainly focused on food processing, textiles, insurance, securities and retail and in the late 1960s and 1970s, Samsung joined the electronic business and shipbuilding industries. The founder of Samsung, Lee Byung-Chul died in 1987 and Samsung was split into 4 groups which is Samsung Group, Shinsegae Group, CJ Group and Hansol Group.
Samsung has increasingly internationalised its activities and electronics which lead to the mobile phones and semiconductors the company produce today. Samsung Electronics Company, one of the division of Samsung group joined Malaysia
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The mission of the company is “To inspire the world with innovative technologies, products and designs that enrich People’s lives and contribute to a socially responsible, sustainable future.”. And lastly the vision of the company is “Inspire the World, Create the Future.”
Figure 1.1 shows that Samsung Electronics company is a flat organisation, with relatively few layers of manager and decentralized organizations. The President of Samsung Electronics Malaysia is Mr. Lee Sang Hoon. He was officially appointed as the President on 10 December
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There are three mains functional training centres, which are Leadership Development Centre that leads and spreads change. The second is Samsung Institute of Global Marketing that nourishes professional marketing human power and the third is Samsung Advanced Technology Training Institute that nourishes professional engineering human power.
Leadership development centre conduct a level leadership training course from manager to executive to settle down world-class corporate culture throughout the company. Samsung Institute of Global Marketing carries out marketing education course by capacity to accomplish MDC while Samsung Advanced Technology Training Institute implement the education with specialisation such as high-end technology, core technology, basic(foundation) technology and R&D technology

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