Samsung Corporate Vision

Brief Introduction
Samsung was planning to reliagn their brand to position it as highschool end brand. Park was the president of Samsung Canada and was responsible to come up with a marketing plan according to the senior administrator direction.
Park was supposed to come up with the plan , al unitary this plan might have serious effect on the revenue and on the promotional costs as he should cut off the low end product lines or it will affect the targeted positioning.
Competitive Variables
Over the tip from sixties until the early 1990s, Japanese companies leaded by Sony corporation preempted the competition, become a leader in the consumer electronics market. Over the same period Samsung electronics had focused on contract production of consumer electronics for the established brands.
In 2003, Canadian electronics consumer market was highly fragmented with dozen of transnational firms competing for Cdn$2.3 billion market value. At this time, Sony was the clear leader in term of brand recognition and gross sales.
Economic Variables
Globally, economic outgrowth showed a sharply slows in 2001 due to the uncertain multinational situation.
Canada is one of the large economy in the world and one of the worlds wealthiest nations.



Despite the lower average per capita comparing to the united states, consumer electronics sales in Canada were estimated in 2003 at Cdn$2.3 billion.
Social Variables
Canadian electronic buyers were less price sensitive and placed a outstanding deal of emphasis on good customer work favorable re raise policies. They were also high technically prod and quick adopt to new technologies
Technological Variables
For around one-third decades from 1960s until early 1990s, consumer electronics were dominated by analog technology. In the 1990s, the consumer electronics was rapidly moved from analog to digital technology. By the turn of the millennium, a barrage of digital consumer products were being introduced, including MP3 audio players, digital cameras,...



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