Students are required to analyze the following three cases and answer the accompanying case questions:
– Case 1: Samsung
Format:
– TNR 12pt
, 1.5 spacing
– Max: 4 pages for each case
– The questions
STRATEGIC MARKETING
SAMSUNG
1. Identify the most important secondary target market of Samsung after the “high-income families”? Provide your justification.
2. Discuss how the new corporate identity program as presented in Exhibit 5 supports the new positioning strategy of Samsung.
3. Compare and contrast the 3 types of retailers used by Samsung in Canada.
4. Compare the brand value of Samsung in 2019 (before pandemic Covid-19) and 2020 as published by Interbrand (www.interbrand.com). Briefly explain.
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