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The Asian Tortoise Route Analysis Of Samsung

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Donghua University
International Cultural Exchange School
Center of International Programs

Academic Year
2017 Fall

Business in Emerging Market Individual Assignment
The Asian Tortoise Route Analysis of Samsung

Donghua University
Business in Emerging Market (CIP)
Instructor: Nikola Zivlak

Tuesday, 5th December 2017
Jennifer Tanuwidjaja 133120245
The internationally recognized South Korean electronics company, Samsung Group, is accredited in the Fortune global top company but 2.5 decades prior, the company was initially just a small domestic grocery store (Samsung, 2017; Lifewire, 2017). The company’s product quality, design, pricing, and technology has not always been known as it is known in the past decade. Founder, Lee Byung -chull, diversified his products from food, textile, building, wool, insurance, security, retail and finally to the success of electronics in the 1960s; before becoming one of the top five most powerful Asian company in the world. Samsung’s history is particularly longer than most companies but the development towards their success is intriguing; revealing multiple setbacks including the Korean War, and a long-occurring transformation before championing one of the best products in the electronics industry. Eventually, Samsung reached global success, and through the Asian Tortoise Route, the brand Samsung has become a prominent face of South Korea. The Asian Tortoise Route was pioneered by Japanese companies namely Toyota, Honda,

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