Samsung vs Sony: From Benchmarking to Outsmarting


Code : COM0094

Year :

Industry : Home Appliances and Personal Care Products

Region : South Korea, japan

Teaching Note:Available

Structured Assignment :Available

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Abstract: In the mid-1990s, Samsung was known as a low-cost manufacturer of electronic products that imitated Sony's models. Hit hard by the Asian financial crisis in 1997, the company implemented a turn around under the leadership of its chief executive officer, Jong Yong Yun. By 2005, Samsung had transformed itself from being a copycat to a manufacturer of high quality, cutting edge electronic products. In the process, it also overtook Sony as the world's most valuable consumer electronics brand.

Pedagogical Objectives:

  • To understand the turnaround strategies of Jong Yong Yun, the evolution of the Samsung brand and the diminishing power of Sony
  • To discuss Samsung's ability to maintain its leadership in the global consumer electronics industry even without a 'Walkman-like' iconic product in its stables.

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    Keywords : Samsung Electronics; Sony; Paranoid corporate culture; Jong Yong Yun; Reverse engineering turn around strategy; Benchmarking; Brand building; Master brand strategy; Competitive Strategies Case Study; Brand value; Digital television technology; Memory chips; Liquid crystal display (LCD); Mobile phones; Asian financial crisis

    Contents :
    Sony and Samsung
    Samsung: Building Brands and Surpassing Sony
    Samsung: Challenges of the New Leader

    Case Introduction >>

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