Samsung Electronics (Samsung) managing director had presented the new management philosophy for achieving leadership in a global market. The three-part strategy would prioritize quality, globalization, and multifaceted integration, in that order. After a restructuring effort, Samsung had emerged as a leader in the global electronics industry. Now, considering the new management philosophy and several other factors, the managing director faced the decision of whether Samsung should enter the Indian market.

In part A of this case, Samsung's managing director had to decide whether Samsung should enter the Indian market. Now, three years later, he was ready to relinquish the position. The three years had been very successful and the managing director was promoted to vice-president of global sales and marketing of display products. One of the first decisions facing the new managing director as he takes the position is what type of products Samsung should compete with in India. One option is to compete in the low and medium segments. Another option is to take the high end segment.