Samsung

Author(s): Robin Ritchie; Fan Ye; Christian Kim

In less than a decade, Korea's Samsung has transformed itself from a maker of low-end consumer electronics into a legitimate rival to Japanese industry giants such as Sony and Panasonic. Success has been due largely to efforts to reposition Samsung as a provider of stylish, leading-edge digital technology. But shadows of the old brand image remain, spurred on by the continued availability of several of the company's traditional products. The president of Samsung Electronics Canada has been directed to solve this problem, prompting difficult choices regarding product, pricing, distribution and promotion that threaten to hurt sales and short run profits.

Keywords: Branding; Marketing Mix; Marketing Management; Consumer Marketing

EXECUTIVE SUMMARY

As many changes are taking place in the consumer electronics world, Samsung has been contemplating its strategic objectives to determine if they can achieve dominance in the marketplace. The main challenges facing Samsung today is the brand confusion consumers are experiencing. This confusion has been attributed to many factors. Firstly, Consumers have never had any direct introduction to the brand due to limited marketing efforts in Canada. Another area of concern is the pricing strategy of the company. Samsung would like to position itself as a premium brand, however its products fall into both the high end and low end categories and are readily available to retail stores at both ends of the spectrum. The company understands that with their core competencies and high quality innovative products they have the opportunity to become the number one player in this industry. The question is how? It......

Samsung has made themselves noticeable as one of the most innovative and quality brands in the electronics industry. Samsung strives to be sustainable and achieve competitive advantage by remaining at the forefront of the digital market. Samsung policy is "We will devote...