Smasung: Redefining a Brand

Problem Definition

Nowadays, Samsung is one of the largest electronics and IT companies in the world fighting with the other strong brands such as SONY, Apple, and Panasonic. Samsung provides the electronics market with a full range of great consumer products, ranging from mobile devices to home appliances.

Samsung is considered as the biggest Korean brand investing 7% of their income in R&D. Samsung has made themselves noticeable as one of the most innovative and quality brands in the electronics industry. However, Samsung until the late nineteen’s was perceived as a low quality brand and middle range products company and consumers used to look at it as a follower rather than a top creative brand .So in order for Samsung to overcome this image , it started to reposition its image.

Therefore, the president of Samsung Electronics Canada has been directed to solve this problem and to find the best strategy for the company to improve its brand image and redefining the brand in people’s minds. In this case study, we will try to analyze the steps that have been taken by the Samsung Electronics Canada to enhance the brand image and redesign the best strategy.

SWOT Analysis

Strengths

1. Samsung makes wide range of products to reach different segments and delivers various customers’ needs.

2. Samsung spends a lot in R&D projects which is almost 7% of the company’s revenue.

3. The company designed a short decision making process which makes the company more efficient in making decisions.

Weaknesses

1. The drop of sales due to an increase in retail margin price.

2. The problems of the distribution channels.

Opportunities

1. Spending more on advertisement and promotional campaigns.

2. Sponsoring the important events such as sport events to attach the brand emotionally with the Canadian consumers.

3. There is usually an open room for creativity and new ideas in the electronics industry where it’s usually an opportunity for...