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Going Global Case Study
Case Title:
Samsung in India
Publication Year : 2004
Authors: Shivaramakrishna. P, T Phani Madhav
Industry: Engineering, Electrical and Electronics
Region:India
Case Code: GGL0008
Teaching Note: Not Available
Structured Assignment: Not Available
OR
Abstract:
Samsung India Electronics Ltd. (Samsung) began its operations in India in December 1995 and within a span of eight years, became one of the most prominent players in the high-tech consumer electronics and home appliances sector in India. By 2003, Samsung had seized a significant share of the Indian market in colour televisions, frost-free refrigerators, washing machines, air conditioners and microwave ovens. Analysts attributed Samsung's success in India to its emphasis on the mix of product features, technology and aggressive marketing.
Pedagogical Objective:
- To discuss how Samsung managed its marketing mix in India to strengthen its position in the consumer electronics market.
Contents:
- Introduction
- Laying the foundations
- Gaining the momentum
- Outlook
Keywords : Samsung in India; Marketing mix; Sub-branding; Unique selling proposition; Customisation; Promotions; Cricket sponsorship; Market Entry Strategies Case Study; Digital natural image engine (DNIe)
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