Comparative Case-Study on the Global Marketing Activities of Acer Group in Taiwan and Samsung Electronics Co. in South Korea

Abstract

This paper analyzes the global marketing activities of electronics industry enterprises in Asian Newly Industrializing Economies (A-NIES), by comparing case-study of Acer Group in Taiwan and Samsung Electronics in South Korea, both of which have been successfully catching up with Japanese and US corporations and developing into the global players. The prevalence of information technologies due to the IT revolution has enabled some of the A-NIES' enterprises to react promptly to diversifying and fluctuating consumers demands in the global market. Acer Group has achieved to establish the flexible and decentralized marketing model by restructuring its organizations enough to cope with these new demands. Samsung Electronics is seeking to be the biggest DRAM producer in coordination with the trend of establishing worldwide supply chain among the leading corporations by developing open-architectured production system. Concentrating its management resources on DRAM production, Samsung can become one of the most influential enterprises in the global semiconductor market. This study shows the importance of corporate reorganization to meet consumers needs and productive specialization. At the same time, however, both enterprises face some technological or financial difficulties. They need to renovate their marketing strategies in order to become more sophisticated or profitable players in the contemporary global market.