Sample Research Paper
According to the report on Samsung Mobile’s strategic and marketing practices, the core competencies of the Samsung Group remain manufacturing, product development, research and development, and marketing/ branding. Recently, the focus has shifted more towards strategic brand management of Samsung Mobile. (EFFIE/ The Best Brand 2006).
The business uses the corporate brand name instead of having some other brands. The entire group believes in corporate branding and capitalizing on the power of the brand. (EFFIE/ The Best Brand 2006).
According to Samsung (2007), the strategic decisions are usually made annually at a conferences and meetings held at the headquarter inKorea. However, some strategic choices are made which are specific to the region. AsNorth AmericaandWestern Europeare more technologically advanced, different innovative products are launched and sold there. This is different for developing countries. The executive committee views past performance of the business segment as well as its future potential and its ability to capitalize on the strengths and opportunities before arriving at a firm decision. (Samsung Group Timeline and History 2007).
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