The article of Cho, Atukeren, and Yim (2023) focuses on the overseas market expansion strategy of Samsung Electro-Mechanics by analyzing technology, organization, and environmental factors. The outlined results emphasize a complex pattern of placing international marketing decisions, thus requiring a deep examination of internal resources and external market factors (Cho et al., 2023). The research points to the fact that global business activities are confronted with different technical, organizational and environmental challenges which necessitate changing approaches and strategies. Consequently, the article highlights globalization issues and tactics such as multi-nationalization. Samsung Electro-Mechanics spreads its operations beyond national borders and adjusts the approach as different target markets are targeted. Ultimately, these lessons will play a significant role in realizing the appropriate international marketing strategies that integrate strategic adaptation and detailed analysis as the world gets increasingly integrated.
The case of the Analytic Hierarchy Process (AHP) analysis applied by Samsung Electro-Mechanics in foreign market expansion as a business strategy shows that they are considering international marketing management as an innovative and accurate business process. In setting particular areas in technology, structure, and environment, Samsung only highlights the interconnectedness of global business administration (Cho et al., 2023). The weight given to technological capabilities indicates the importance of innovation because these technologies would be unfamiliar and challenging for them to adapt to in foreign markets. Where the worldwide technical landscape is changing rapidly, enterprises should learn and take advantage of developing technology for the company’s growth in an international environment. The fact that Samsung’s device strategy evaluates the technological strengths it enjoys publicizes a proactive stance to meeting market needs and outdoing competitors.
Additionally, including organizational readiness in the checklist emphasizes internal harmony with its expectations of preparedness for international expansion. More than having high-tech hardware, firms should arrange their organizations to execute the global strategy successfully (Cho et al., 2023). Therefore, they should ensure their internal processes and HR staffing are well structured to implement the international plan. This includes talent development, cultural adaptability of personnel, and agile decision-making structure to address the complexities of doing business in various global markets. On the other hand, the environmental elements demonstrate profound operational implications for firms when pursuing the mission of operating sustainably and responsibly in a broader context, such as on a global scale.
This scope covers not only ecological questions but also regulatory, social and geopolitical problems that could substantially influence the operability of business. The company blends environmental consciousness into its expansion strategy, which implies it takes serious attention to future development and environmental matters (Cho et al., 2023). The present study of the AHP analysis done by Samsung Electro-Mechanics signifies the necessity for firms adopting international marketing to undergo extensive internal strengths and external ecological dynamics assessments. Through this, an organization can make exact determinations, address uncertainties and leverage opportunities in an ever-complicated and integral global arena.
The transition of Samsung Electro-Mechanics into the international market operation is also regarded as an image of the enhanced realization of the company’s ambition for globalization (Cho et al., 2023). The expansion of Samsung’s business across international borders symbolizes the central role of globalization in developing a world where geographical limitations are unbounded and interconnections between countries impact each other, irrespective of their political status. Meanwhile, this achievement of globalization means something other than business. It is the art of more than just expanding markets; it compels enterprises to redesign their operations to align with the varying technological, organizational, and environmental contexts in different regions. Through the case study, it is clear that Samsung Electro-Mechanics realizes that it needs to align its strategies for a specific market characteristic of each target market (Cho et al., 2023). The bottom-up approach typifies a multi-nationalization strategy, wherein the company evaluates and prioritizes factors unique to the local situation. Through this, Samsung ensures its strength will always be one step ahead of the other industries and contribute to creating new markets.
Applying the analytic hierarchy process (AHP) analysis was another evidence of Samsung’s multi-nationalization strategy. Samsung does this by using a step-by-step method of evaluating factors, which can be technological capabilities, the readiness of the organization, and environmental conditions, to prove their adaptive attitude in market strategies to local conditions (Cho et al., 2023). Hence, by adhering to this intelligent approach, the company can concisely handle the differences between cultures, regimes, and consumer tastes in each market, thus creating a broad base for success in each target market.
The core of Samsung’s expansion strategy is globalization and multi-nationalization, which employ both these principles (Cho et al., 2023). However, while globalization is a business strategy aimed at implementing business activities beyond national boundaries, multi-nationalization is about setting apart the distinctive characteristics of different markets and adapting different strategies for each one. Samsung shows its competence in conducting business worldwide through a particular strategic approach and tools like AHP analysis. It proves its worthiness in gaining market shares and sustaining its positioning in this world arena.
The article fits in with the conversation that international marketing is no longer linear but functions according to the growing complexity of the strategic activities of the broader marketing environment. On the other hand, the AHP analysis examines the intricacies of global integration and competitive advantage through the interface of internal assets and external market conditions (Cho et al., 2023). Additionally, the report examines economic aspects through technological advancement and market dynamics within various world regions. It deals with a cultural imprint by recognizing the value of adjusting the strategies to diverse social and environmental conditions. Moreover, the article discusses the legislative and political aspects of international marketing, illustrating the necessity of managing regulatory frameworks and mitigating geopolitical risks.
In conclusion, Cho et al.’s (2023) study lights us up with Samsung Electro-Mechanics’ overseas market expansion strategy, which is very helpful for international marketers. The report underlines the importance of technologies, organizations, and the environment, emphasizing the complexity of global business operations. On the other hand, this study portrays one of the critical strategies in globalization and multi-nationalization: companies should be able to adjust their approach to different markets. Overall, the article contributes to our understanding of the best international marketing practices that become more interconnected daily and makes recommendations that may help businesses succeed in global markets. Through this reflection process, we have realized that international business involves more than just sales expansion because various strategies are needed to be sustainable. In the role of future global marketers, we need to keep abreast of contemporary literature, accept new trends, and build cultural intelligence skills to understand the complicatedness of the worldwide market.
References
Won Chang Cho, Erdal Atukeren, & Hyung Rok Yim. (2023). Overseas Market Expansion Strategy of the Global Electronic Components Company Based on the AHP Analysis of Factors in Technology, Organization, and Environment Context: A Case of Samsung Electro-Mechanics. Systems, 11(11), 532–532. https://doi.org/10.3390/systems11110532
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