SAMSUNG DIGITAL - 2005
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Transcript SAMSUNG DIGITAL - 2005
Best in France
case study
SAMSUNG IN FRANCE
ES2-E
Christopher Boyle
Raffaele Coccuci
Thierry Fornas
Mi Sun Park
Best in France
Case study
OVERVIEW
I
SAMSUNG in FRANCE, EUROPE
II
SAMSUNG Mobile Business in FRANCE
III
Constraints & Benefits in France
IV
Adaptation to France
V
Essential Advice
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Best in France
Case study
SAMSUNG in FRANCE, EUROPE
First entered the French Market as SAMSUNG
Electronics France in 1988
Initially introduced home appliance products
- Niche market: cheap yet of reasonable quality
Transferred to high technology products
- Second largest semi-conductor producer
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Case study
SAMSUNG Mobile Business in FRANCE -1
Entered the French Mobile Market in 1999
- As a gateway to the Continental European Market
Initial obstacle to market
- Stereotyped as home appliances company
Partnership with France Telecom
Initial goal to change mindset
- By conveying its overall image as a mobile phone
provider, a dynamic enterprise and an innovator
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SAMSUNG Mobile Business in FRANCE -2
Great success of “Samsung 600”
- Gained market confidence on quality and model
0.7M units sold for the first year (1999)
- France telecom made more profit thru partnership
In 2000, received orders amounting to $200M
from France Telecom
- Sold 0.5M units
- Proved that a reliable product = a great-selling product
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SAMSUNG Mobile Business in FRANCE -3
SAMSUNG = MOBILE
Introduced new models, in each of the proceeding
years, with great success
- Brand image as a qualified model
- Maintained a partnership with France Telecom
-
Turning point for SAMSUNG as a whole
Much more influence with other product lines
- 30% sales increase for white products
- Image of innovative technology and high-end
products
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Benefits in FRANCE
Labor market is efficient and qualified, one of
the best in European market
Workforce ranks high in efficiency
Abundant supply of high quality workforce.
Outstanding performance due to French
education policies
Tax credit policy of up to 30% for high-end
technology companies
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Constraints in FRANCE
Language barrier
Working mentality
- Business urgency and working overtime
Adaptation to French culture was difficult at
the start
- Shorter work week, more vacation time
Network infrastructure is not well-prepared
- 2.5G (current) vs. 3G (required)
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Adaptation to FRANCE
Adapted corporate culture
- Rented the “Hall of Mirrors” at the Chateau de
Versailles for a VIP conference
Adapted French workforce
- Hard-working and efficient during the working day
French market understands Samsung as a
French company
- 99% total turnover
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Essential Advice
Increase market penetration by maintaining
high quality and product designs
Expand global presence to include the rest
of Europe
Strengthen competitiveness by adding
customer-oriented value to products
Enhance corporate image by global
campaigns and commercials
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Best in France
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WE THANK
SAMSUNG ELECTRONICS FRANCE
56,Quai de Dion Bouton 92806 PUTEAUX Cedex
Yong Sung Chun, Executive Sales Manager
[email protected]
tel: 01 55 68 4023
Namionne Kim, Supply Chain Manager
[email protected]
tel: 01 55 68 4053
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References
www.samsung.com
www.samsung.fr
www.sec.co.kr
www.seri.org
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