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GSG

Our Work

Upon entry into GSG, new members will join GSG teams to work on internal strategy projects across the Samsung affiliate companies.

Project Team Mix

Client
project
team
Project Champion(Executives)
Working-Level Clients(Directors / Senior Managers responsible for day to day interactions with GSG team)
Role
  • - Project support
  • - Scope Confirmation
  • - Data / Knowledge transfer
  • - Evaluation
  • - Etc
GSG Principals
/Associate Principals
AP/EM GS
Senior Project Advisors
  • Supervise multiple projects
  • Provide guidance on project activities
  • Coach and deliver feedback to GS members
Engagement Manager
- Oversee day-to-day operations of project
Day to Day Project Execution
  • Carry out detailed project activities
  • Provide front-line knowledge for team
※ KoreanStaff :
Project Development/Selection, Staffing, Consultation with Clients, Project Support etc.

Project Portfolio

  • Affiliate Mix

    ※ CE : Consumer Electronics / IM : IT & Mobile Communications / DS : Device Solutions

    Affiliate Mix
    Electronics (CE/IM 46% + DS 14%) - 60%
    Engineering & Heavy Industry - 20%
    Finance - 11%
    Group & Others - 9%
  • Functional Mix
    Functional Mix
    Business & Product Strategy - 38%
    Marketing (Channel 11% + PR 10% + Region9%) - 30%
    New Biz - 13%
    HR & Group - 11%
    Others - 8%

Project Type

  • Strategy
    Strategy
    New market entry strategy
    Growth strategy
    Partnership strategy
    Content and service strategy
    Communication strategy
    Product launch strategy
    Platform strategy
  • Corporate Development
    Corporate
    Development
    Business model development
    Trend analysis
    M&A and JV target identification
    Organizational development and assessment
    New venture/product feasibility analysis
  • Marketing
    Marketing
    Consumer Marketing
    Marketing PR and Communications
    Channel development
    B2B Marketing
    Market assessment and sizing
    Advertising and brand management
  • Operation
    Operation
    Retail and channel management
    Organizational transformation
    Operational effectiveness
    Business process improvement
    New product and service introduction
    Manufacturing improvements
    Product planning
    Supply chain analysis

Case Study

  • Domestic Appliances - Samsung Open Home

    Samsung Domestic Appliances (DA) asked GSG to execute the worldwide rollout of its Samsung Open Home initiative. The Samsung Open Home is a shop-in-shop concept that showcases DA’s premium collection at major retailers such as Best Buy, Dixons and Media-Saturn. Similar to shop-in-shop’s that showcase Samsung’s visual displays and smartphones, Samsung Open Home goes one step further by incorporating premium floor models, specifically trained salespeople and an 85-inch interactive display. The 85-inch interactive display, referred to as “CenterStage”, provides an interactive virtual store of Samsung’s DA products.
    Concentrating on the European market, the GSG team began by analyzing the DA market and identifying stores that would benefit most from a Samsung Open Home investment. Approaching each investment from a profitability and strategic perspective, GSG worked with six European subsidiaries to determine which stores had the greatest ROI potential and best brand positioning, as Samsung was a relative newcomer compared to its competitors. Once the right stores were identified, GSG developed a roll-out plan to ensure that the Samsung Open Home initiative, from concept to installation, remained on track.

    Purpose
    Samsung Domestic Appliances division requested GSG to lead the roll-out of its Samsung Open Home initiative to drive brand awareness and sales in its premium product lines
    Outcome & Benefit
    GSG created a detailed model that allowed European subsidiaries to determine the store level profitably for each Samsung Open Home investment.
    GSG developed a detailed road-map for Samsung DA to ensure a successful and timely rollout of the Open Home initiative.
    Background
    The Samsung Open Home initiative is a key component of Samsung's Smart Home concept.
    In the DA market, Samsung is a relatively new entrant with low brand recognition.
    Key Success Factors
    The GSG team worked closely and collaboratively with executives in each subsidiary, establishing common objectives for the project and shaping detailed recommendations and action plans.
    More
  • Samsung Networks

    Samsung's Networks division engaged GSG to assess the state of the worldwide market of infrastructure, software and services for mobile telecom operators. With the arrival of 4G/LTE technology, Samsung Networks had grown to become a significant player provider and its top management was considering its next strategic moves.
    During this 6-month engagement, GSG developed a product segmentation covering all offerings to telecom operators, a benchmarking of key competitors' strategies, and an in-depth analysis of regional market situations. GSG then investigated the opportunity of entering two specific markets, resulting in operational recommendations on how to enter these markets inorganically.

    Purpose
    Understand the network equipment provider industry, forecast the evolution of each of its product lines.
    Recommend which markets to enter and how to kick-off these entries.
    Outcome & Benefit
    GSG developed a comprehensive set of analyses (product segmentation, competitors' strategy benchmarking, in-depth analysis of regional market situations), leading to inorganic market entry recommendations.
    Background
    Samsung Networks has established itself as a worldwide player of 4G / LTE solutions for mobile telecom operators.
    With the 4G investment cycle starting to slow down and 5G still being developped, Samsung Networks must fully understand which opportunities are at hand and howo to capture them.
    Key Success Factors
    Interviews with industry experts and market analysts to gain a full understanding of the network equipment provider context.
    Model of Key Success Factors when resorting to organic and inorganic growth.
    More
  • Samsung Gear (Wearable Tech Positioning)

    With the rumors of new wearables being launched and new competitors entering the wearables category every month, Samsung needed to know exactly how to position its next product launch. Wanting to make the launch perfect, the Mobile Marketing team reached out to GSG to gain a fresh perspective on the how consumers' perceived wearables, how their tastes had evolved in the recent past and what types of communications appealed to them most. As such, GSG engaged with an agency to co-design and observe focus groups in key geographical markets. Based on the insights gathered from the focus groups, GSG then designed and adminstered a consumer survey to quantify the market sizes and appeal of new wearable technology.

    Purpose
    The Mobile Marketing team asked GSG to establish market segmentation and a best practice marketing campaign for selected growth segments in developed and developing countries.
    Outcome & Benefit
    GSG provided the Mobile Marketing team with a clear understanding of which consumers to target, what types of features and use cases they were looking for and how to effectively communicate to them in their upcoming marketing campaign.
    Background
    Samsung is the pioneer in the smartwatch category and the market leader in this category. Wearable technology has a broad definition in the marketplace and tremendous appeal from consumers globally. For Samsung, maintaining its leadership in the wearables space is a high priority as it is a major area of growth and innovation.
    Key Success Factors
    The close project collaboration between GSG and the Mobile Marketing team helped GSG in establishing a feasible and actionable roadmap going forward. The combination of qualitative and quantitive market research solidified our findings to take the future launch to the next level of innovation in the wearables space.
    More
  • SDI ESS Market Growth Strategy

    Faced with stronger market competition in its established IT battery segment, SDI asked GSG to analyze the energy storage system (ESS) market, to re-define their current ESS market segmentation and to create new business models for ESS lithium-ion batteries.
    Based on an initial analysis the project was split into 2 phases to look at developed and developing countries separately across key indicators like status of ESS regulations, government support and energy grid stability were considerably different.
    GSG then conducted interviews with more than 120 industry experts from more than 80 companies and institutions in the targeted regions. Using the inputs from the experts, GSG established new exclusive segments all along the electricity path and assessed the market size by segment not only for SDI’s technology, but also for its main competing technologies.
    This methodology created big waves in the industry and experts considered GSGs approach as groundbreaking and the way to go forward in the ESS research to come.
    Building up on these results the most promising market segments for SDI’s technology per region / county were selected and dedicated business models have been created. As a result of the project SDI is now in the process of executing GSG’s recommendations in the markets with customized business models.

    Purpose
    SDI Planning team asked GSG to establish a new market segmentation for the ESS market and build feasible business models for selected growth segments for developed and developing countries.
    Outcome & Benefit
    GSG established a detailed ESS market segmentation that, according to industry experts, has the potential to become the new industry standard.
    A sophisticated market forecast model has been created that assesses the ESS market until 2020 in MW, MWh and $ for the main technologies in the market.
    Detailed business models have been proposed to directly address the growth segments for SDI in the target regions.
    Background
    SDI is the leader in manufacturing IT lithium-ion batteries and wants to expand this leading edge into other segments.
    Lithium-ion batteries for automotive has been the first expansion area introducing partnerships with several well known automotive players.
    Following up on this the ESS segment is considered the market with even bigger future growth potential within the battery business.
    Key Success Factors
    The close project collaboration between GSG, SDI in Korea and the subsidiaries that helped GSG establishing a feasible and actionable roadmap going forward.
    The great deal of input from industry experts that shared their view with GSG for free to help shaping the industry.
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  • Global Partnerships Strategy

    Samsung Mobile engaged the Global Strategy Group to create a framework for developing marketing partnerships with leading global companies. The team worked side-by-side with key members of the Mobile Marketing organization to develop and pitch partnership proposals. The intended partnerships ranged in complexity from simple promotions all the way to new product co-development. Given the strength of the Samsung Galaxy brand, Samsung Mobile was looking for strong partners who could make a unique and interesting contribution.
    The GSG team worked closely with Samsung Mobile to carefully identify suitable partners based on complementary brand attributes and strategic fit. The team was responsible for developing customized collaboration opportunities for each target partner, being sure to carefully articulate the value proposition both for the partner and, of course, customers. As a direct result of the GSG team’s efforts, Mobile Marketing was able to initiate partnership discussions with leading global companies.

    Purpose
    To create mutually beneficial marketing partnerships between Samsung Mobile and leading, global companies in order to achieve multiple benefits for both brands.
    Outcome & Benefit
    The GSG team helped Samsung Mobile to create a framework for addressing marketing partnerships.
    Using this framework, the GSG team developed a target list of companies based on complementary brand attributes and strategic fit.
    After identifying partners, the GSG team developed customized collaboration proposals and initiated discussions with many global target partners which Samsung Mobile has been able to turn into successful marketing partnerships.
    Background
    Given the recognized global strength of the Samsung Galaxy brand, Samsung Mobile took on the initiative to create marketing partnerships with global, leading companies.
    Given the variety and complexity of such partnerships, it was imperative for Samsung, an attractive partner with a unique position, to create proposals that were compelling for potential partners and customers.
    Key Success Factors
    Creating a win-win situation with partnership proposals, with a focus on enhancing the partner’s brand values and positioning, business objectives, and customer experience.
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  • Category Management Captainship

    Category Management is a systematic, disciplined approach to managing a product category through sales productivity analysis and SKU portfolio optimization to satisfy customer needs.
    The Global Strategy Group (GSG), in partnership with the Samsung Corporate Business Innovation Team’s Retail Channel Management Group (RCM) and Samsung Electronics America (SEA), worked with the largest retailer in the US to develop the first ever Category Management methodology for Consumer Electronics with a focus on the Flat Panel Television (FPTV) category. Collaboratively, the team developed a structured approach to TV assortment selection where retail stores were grouped into clusters based on the socio-demographic information and consumer purchasing behavior. The team then made recommendations to senior executives to optimize the TV assortment by aligning TV characteristics such as backlit technologies (LCD vs. LEDs), TV panel size, features (Smart TV vs. non-smart TVs), etc. with consumer purchasing behaviors related to each store cluster.
    Implementation of the teams’ recommendations across the retailer’s store network yielded immediate results which ultimately led the retailer to recognize Samsung Electronics as their acting Category Management Captain in the FPTV category.
    The designation of the FPTV Category Management Captainship is the first for Samsung Electronics and the GSG-RCM team has been asked to replicate their approach and success with other major retailers around the world.

    Purpose
    Drive revenue growth in a declining TV industry.
    Develop mutually beneficial relationships with US retailers.
    Outcome & Benefit
    Gained unprecedented access to complete pricing and retailer POS data.
    Achieved significant year-over-year revenue increase in a declining industry.
    Background
    US electronics retailers faced tremendous pressure in the TV category due to price erosion and weak demand.
    New approach requested to improve sales productivity and inventory management.
    Key Success Factors
    Created innovative approach to Category Management using clustering and SKU productivity analysis.
    Developed trusting, mutually beneficial relationship with all parties involved (GSG, RCM, VD Division, SEA, US Retailer).
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