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Case Title:
Reinventing Samsung
Publication Year : 2006
Authors: Ms. Mridu Verma
Industry: Consumer Electronics
Region: USA Asia
Case Code: RTS0114P
Teaching Note: Not Available
Structured Assignment: Not Available
Abstract:
Samsung wants to become the most powerful consumer brand in the world. The case outlines Samsung’s R&D initiatives, global marketing strategy and holistic brand campaign to reinvent brand Samsung. Samsung has changed the processes and procedures in its design department and given its designers more power to influence not just how products look but also the products’ functionality and application. The case traces brand Samsung’s emergence as the world’s most powerful brand.
Pedagogical Objectives:
- The case outlines Samsung’s R&D initiatives, global marketing strategy and holistic brand campaign to reinvent brand Samsung. Samsung has changed the processes and procedures in its design department and given its designers more power to influence not just how products look but also the products’ functionality and application
- The case traces brand Samsung’s emergence as the world’s most powerful brand.
Keywords : Global Branding Strategy; Global Marketing; Product Design; Innovation; R&D; Restructuring; Restructuring / Turnaround Strategies Case Study; Advertising Strategy; Work culture; Streamlining Product line; time to Market; Product Development Strategy; Empowering Design Department; Most Powerful Brand
