Friday, December 7, 2012

SAMSUNG INDIA: JUNG SOO SHIN

Shin brings useful capabilities to the job, but he will have to drive a change in SEIL’s positioning strategy

Analysts argue that as SEIL does not have the semiconductors business division in India, the company’s operations in this region should not be affected much. But consumer confidence needs to be revived, especially for the upcoming summer season sales. SEIL believes that Shin’s prior experience as head of Marketing for Digital Appliances would come in handy. Moreover, according to insiders, “Shin has a reputation for being a tough task master with a clear focus; that would come in handy for him in this job profile.” And one can already see some aggressive strides being made. The company has introduced as many as 18 ACs in the Indian market and has targeted a 50% growth in their AC volumes in FY ‘09 and growth in market share to 25%.

Another important segment is mobile phones. In 2008, Samsung displaced Motorola to become the number two handset manufacturer of the world. However, the company has bagged only 8% market share in India till date, in sharp contrast to Nokia’s 70% market share. Still, SEIL is confident on its handset strategy in India, with its focus on low-end market.

Till now, SEIL had deployed a strategy of premium positioning, but now it would indeed make sense for the company to focus on the masses. Moreover, Samsung must revisit its communication strategy much like the way they have changed their communication for handsets; and efficiently target different sets of customers through differentiated marketing strategies. Clearly, Shin would have to open more battlefronts to improve the company’s standing in the country.


Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri

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