Samsung - The Making of a Global Brand

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG055 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra


Marketing Mix
Case Length : 15 Pages
Period : 1998-2003
Pub Date : 2003
Teaching Note : Not Available
Organization : Samsung Electronics Corporation
Industry : Consumers Electronics
Countries : India


The case explores Samsung's brand building initiatives for transforming itself into a global brand.

The company's product initiatives and advertising campaigns for boosting its brand image worldwide are described in detail.

The case also explains the steps taken by Samsung to consolidate its presence in global markets.

The case concludes with an analysis of Samsung's position in the consumer electronics market vis--vis Sony.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


• The factors that must be taken into account when a domestic company wants to undertake global brand building initiatives


  Page No.
Emerging Giant? 1
Background Note 2
The Making of a Global Brand 3
Product Initiatives 4
Consolidating Presence in Different Markets 5
Advertising and Promotional Strategies 6
Beating Sony? 8
Exhibits 10


Samsung, brand building, transforming, global brand, product initiatives, advertising campaigns, brand image, worldwide, Samsung, global markets, Samsung, consumer electronics market, Sony

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