3.

Measuring and Interpreting brand performance:

A) Primary Activities

Inbound logistics: The majority of Samsung suppliers are based in Asia and accordingly,
79.4% of its supply-chain expenses occur in Asia. This is followed by Americas (14.8%),
Europe (4.4%) and other places. [1] In order control inbound logistics aspect of the
business more effectively, Samsung owns a number of logistics firms as its subsidiaries.
The most notably, Samsung Electronics Logitec, established in 1998, is an integrated
enterprise logistics management agent that serves logistics needs of the company with
540 employees and 8,600 partner employees around the globe.[2]

Operations: As of December 31, 2014, the company maintained 213 global operations
hubs that included subsidiaries, sales subsidiaries, design centers, and research centers.
Figure 2 below illustrates the full scope of Samsung global network of operations.

Outbound Logistics: Samsung has proved to be exceptionally quick in launching its own
products to compete with Apple. Effective outbound logistics system plays an important
role for Samsung in terms of being able to deliver updates of its popular products to
customers in a timely manner.Samsung Electronics Logitec mentioned above facilitates
the major part of outbound logistics operations. Moreover, Samsung Electronics Logitec
conducts the comprehensive range of logistics operations including negotiation of
payment collections on behalf of Samsung and dealing with insurance claims.

Marketing and Sales: as primary activities aim to channel the attention of the target
customer segment to the perceived competitive advantage of the brand associated with
high quality and advanced functions and capabilities of products. Samsungs total
marketing budget of USD 363 million in 2013 is considerably higher than the marketing
budget of the majority of its direct competitors. Samsung strives to deliver the customer
services of the highest standards. The company conducts customer satisfaction surveys
managed by external parties in a regular manner in order to achieve and sustain high
levels of customer satisfaction. There is a universal phone number for Samsung Direct
Support and unlike the majority of multinational enterprises, Samsung promises to get
back to customers in developed countries within 24 hours

B) Support Activities

Infrastructure: Firm infrastructure will be modified to account for new employees

gained through acquisition, which will include adjustments in the accounts related to said
employees and their companies, the management of these employees, the quality of the
newest items produced, and in the information systems required to communicate live data
across national borders.

Procurement:

R&D: Samsung invests in research and devlopment more than any other technology
company in the world. It has partnered with Intel, Alphabet and companies like Microsoft
with an investment of over 11 billion Euros for the development of the new technologies.
Moreover, Samsung spent over $3 billion on ads alone in 2016 using aggressive
marketing and quality leadership it has shown that it is not just big about marketing but
R&D as well.

ADD A PICTURE

H&R: CJMMM

4. Growing and Sustaining brand equity: