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ES2-E
Christopher Boyle Raffaele CoccuciThierry FornasMi Sun Park
SAMSUNG IN FRANCESAMSUNG IN FRANCESAMSUNG IN FRANCESAMSUNG IN FRANCE
Best in France case study
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OVERVIEW
SAMSUNG in FRANCE, EUROPE I
SAMSUNG Mobile Business in FRANCEII
Constraints & Benefits in FranceIII
Adaptation to FranceIV
Essential AdviceV
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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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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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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
SAMSUNG Mobile Business in FRANCE -2
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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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WE THANK
SAMSUNG ELECTRONICS FRANCE56,Quai de Dion Bouton 92806 PUTEAUX Cedex
Yong Sung Chun, Executive Sales [email protected] tel: 01 55 68 4023
Namionne Kim, Supply Chain [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
