Evaluate the Benefits and Cost of a Marketing Orientation for Samsung Electronics

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Introduction & Company overview: Samsung is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses, most of them united under the Samsung brand and is the largest South Korean chaebol (business conglomerate). Samsung was founded by Lee Byung-Chul in 1938 as a trading company. Over the next three decades, the group diversified into areas including food processing, textiles, insurance, securities, and retail. Samsung entered the electronics industry in the late 1960s and the construction and shipbuilding industries in the mid-1970s; these areas would drive its subsequent growth. Following Lee's death in 1987, Samsung was separated into…show more content…
It helps in attracting more customers by taking important business decisions relating to information about what customer's needs and wants, rather than what the business thinks is right for the customer. Most successful businesses take a market-oriented approach.Samsung is a good living example of good market orientation application. At least every individual owns or has used Samsung products. The success story of Samsung has been witnessed across the world. It has been able to shake off other competitors in electronic appliances manufacture. One notable reason for this tremendous growth has always been the hard work by Samsung to build trust among consumers. It has cut itself a niche as a distributor of up to date technology4. Links between marketing orientation and building competitive advantage: Another benefit of a marketing orientation is "Responsiveness customer focus is one of the three pillars of a market orientation. Companies that have this orientation are largely considered with staying ahead of the curve in marketplace responsiveness. This can provide significant advantages for companies able to develop and produce products that not only meet customer needs but do so in a timely manner.5 Samsung caters to customer focus and Responsiveness by expanding its service base in
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