Samsung: China Tv Market

2561 Words11 Pages

Samsung China: The Introduction of Color TV


Samsung as a company was founded in 1938 in Korea. 46,500 employees are working at six Samsung Electronics facilities in Korea. Although they are at different locations, all share the same goal and that goal is satisfying global customers by producing a quality product. Here in the U.S. Samsung is a very recognized brand, sitting along side Sony, Panasonic, Phillips, Toshiba, Matsushita and other more know brands of TVs. In South Korea, Samsung was a governmentally subsidized large business until in the 1990 's. In the mid 1990 's one of the most significant threats to Korean corporations was that their major advantage in low labor cost
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SCH focus on the domestic China market should be to penetrate the rural household market, which would mean that for those purposes the low-end production of sets in the 13" to 20" range should be produced to appeal to that segment 's purchasing ability.
• Larger more high-end models can be produced to appeal to an urban customer in China, as well as being an export to the U.S. and European higher end customers.
• With success in the higher-end manufacturing and sales of premium TVs in China; SCH can establish themselves as high-end producers around the world

• SCH faces intense competition in the color TV market
• A premium-priced product wouldn 't sell in large volumes, so pricing can be a problem.
• Since SCH didn 't have an established marketing strategy, issues of how to market
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