個案資料
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Samsung Mobile: Market Share and Profitability in Smartphones
內容大綱
In December 2015, South Korean technology giant Samsung announced a new head to its mobile division. The announcement came on the heels of a challenging year for Samsung. Two handset launches that year had received criticism in the press for the way they were handled. The appointment was interpreted by many in the industry as Samsung signalling a desire to further intensify innovation in an increasingly commoditized product area. This was a time of intense challenge but also great promise. Complex questions involving significant trade-offs had to be answered. Should the mobile division push for profitability or market share? Were those objectives mutually exclusive? What was the best strategy for obtaining the chosen objective? And, how could Samsung differentiate itself in an increasingly crowded, competitive, and commoditized market?
學習目標
This case is best suited for upper-level undergraduate and graduate programs. It is intended for use in courses on marketing strategy, marketing management, product development, and branding. After completion of this case, students will be able to<ul><li>Assess the product life cycle and use that assessment to inform a strategy;</li><li> Discuss how to differentiate a product in a crowded and potentially commoditized marketplace; and</li><li>Learn about international market segmentation—developing a multi-segmented or undifferentiated strategy around the globe.</il></ul>