Case Name :      Samsung: Redefining a Brand

Authors :           Robin Ritchie, Fan Ye, Christian Kim

Source :             Ivey Publishing

Case ID :            904A16

Discipline :        Marketing

Case Length :    20 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

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.