Case Name :      Samsung China: The Introduction of Color TV

Authors :           Paul W. Beamish, David J. Sharp, Chang-Bum Choi

Source :             Ivey Publishing

Case ID :            98G003

Discipline :        Marketing

Case Length :    20 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Chung Yong, president of Samsung China Headquarters (SCH), was considering a recent meeting with the SCH marketing director responsible for developing a marketing strategy for the entire China market. The topic at the meeting was the marketing strategy for color TV, which had been chosen as the flagship product for the China market. Samsung had to decide whether it should focus on the low- or high-end market segment (or both), and whether to import or produce locally.