Daewoo Electronics is overhauling its UK marketing strategy as part of a restructure that aims to streamline the company.
The company has not had a marketer since the departure of Kam Nijhar late last year. The decision about whether to recruit a replacement is part of the review.
A Daewoo Electronics insider says the company is evaluating its UK options, including whether to keep elements of its marketing in house or to appoint an external agency.
The Daewoo Electronics source adds that the company is hoping to complete its review by June.
In the past, Daewoo’s marketing strategy has focused on establishing the brand at the quality end of the consumer market and distancing it from the “bargain basement” electronics image.
Daewoo makes a range of consumer electronic goods, including TVs, home cinema and audio systems, DVD players and recorders, fridges and microwaves.
Daewoo Electronics is a South Korean-based company that was established in 1971 and has more than 64 production sites, R&D and sales centres in over 40 countries.