Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 9 pages
Data source: Published sources
Share a link:
https://casecent.re/p/19879
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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 prominent players in the high-tech consumer electronics and home appliances in the country. 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. The case offers a scope to discuss as to how Samsung managed its marketing mix in India to create a strong position for itself in the consumer electronics market.
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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 prominent players in the high-tech consumer electronics and home appliances in the country. 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. The case offers a scope to discuss as to how Samsung managed its marketing mix in India to create a strong position for itself in the consumer electronics market.