Samsung - Redefining Brand

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|REDEFINING SAMSUNG |

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EXECUTIVE SUMMARY: Samsung Electronics, a well-known global consumer brand is a subsidiary of Samsung Group, one of Korea’s largest and most respected industrial conglomerates. Despite its phenomenal growth as a brand from the year 2001 to 2003, Samsung is still pursuing its constant effort to position itself as a premium brand globally. One of the regions where Samsung has to channelize a lot of efforts is Canada, where it is still viewed as a follower rather than a leader in bringing new technology to market. With issues such as price squeezing by big box retailers, no present marketing strategy targeted at the Canadian market, and vast product lines; repositioning Samsung as a premium brand in Canada is a herculean task for Samsung Electronics Canada (SECA), a subsidiary of Samsung Electronics in Canada.

This report is aimed at providing a future marketing strategy for SECA to achieve its objective of positioning Samsung as a premium brand in Canada. The recommendation provided has been evaluated criteria of brand image, profitability and sales revenue, and risk due to synergy between the...