Ivey Publishing

Product Details

Samsung: Redefining a Brand
Product Number:
9B04A016
Publication Date:
08/10/2004
Revised Date:
10/07/2009
Length:
18 pages (10 pages of text)
Product Type:
Case (Field)
Source:
Ivey
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.
Issues:
Disciplines:
International,  Marketing
Industries:
Manufacturing
Setting:
Canada;Korea, Large, 2003
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Simplified Chinese (18 pages)
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