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The Outlook and Strategy of Marketer-in-Chief in Korea’s Top 3 Home Appliance M 2008/02/01 By Kim Dong-seok Marketers-in-chief in Samsung Electronics, LG Electronics and Daewoo Electronics are confused. Although their strategies for stronger marketing activities that they began in 2006 made fruitful results in last year, they cannot make clear prediction over the market situation for this year. In the electronic goods market, the competition is getting fierce. Display and IT products are becoming so cheaper that they cannot guarantee higher profit. In addition, the external factors like the instability in the financial market, due to the sub-prime mortgage crisis and the weak dollar phenomenon, and the increase in oil prices as well as commodity prices are likely to affect the domestic consumption. Marketers-in-chief in the three companies plan to enhance the R&D activities as well as the marketing activities. They will strengthen the marketing activities for specific consumer groups and make effort to reduce the manufacturing cost in order to secure the leadership in the market. The followings are their strategies for this year. ◇ Jang Chang-deok of Samsung Electronics We will make efforts to maintain our leadership in the market for overall TV sets, flat-panel TV sets and LCD TV sets this year again. Particularly in the flat-panel TV market, we aim to sell 21 million units. We will adopt better design and roll out more products. Also, we will expand our distribution channels. In the printer market, where latecomers feel hard to enter, we were able to offer those products based on our technology. Later, if we continue to roll out more products, we will be able to maintain such a dramatic growth. In the electronic goods market, we will focus on the sales of high-end products and reduce the manufacturing costs. This year, we will enhance our marketing efforts to increase the market share by presenting new installments of the existing products like a 2008 version Hauzen air-conditioner. ◇ Park Seok-won of LG Electronics This year, the business environment is not in favor. The domestic consumption and the purchasing power are not strong enough. We will divide consumers into more specific groups, enhance the marketing efforts to approach more consumers and customize our approach to target markets as well as channels. Also, we will enhance our effort to find problems and solutions within the organization if there’s something inconvenient to consumers. The three strategies will be applied to the B2C market as well as the B2B market, whose strategic significance is becoming clearer. To this end, we need to enhance the capability of all members of the company as well as the organization itself. ◇ Oh Chan-seo of Daewoo Electronics We will increase our market share by rolling out new products and expanding the distribution channels in order to achieve the revenue goal of KRW 500 billion. To this end, we will present more products in the high-end product line, establish various distribution channels and come up with different marketing strategy. We expect the good result from the next generation drum type washer. This is the unprecedented product, whose features will surprise consumers. This year, we began the air conditioner business. We will increase our share in the air conditioner market with our competitiveness in technology, price and support service. Daewoo Electronics is committed to the expansion of distribution channel to online stores as well as home shopping networks. By cooperating with those distribution channels, it will enhance the marketing capability and offer better image for products in order to increase its market share.