| Case Title |
Samsung China: The Introduction Of Color TV |
| Case Author(s) |
PW Beamish DJ Sharp CB Choi
|
| University |
Richard Ivey School of Business |
| Abstract |
Mr. Chung Yong, president of Samsung China Headquarters was considering a recent meeting with the marketing director who was responsible for developing a marketing strategy for the entire China market. The topic at the meeting was the marketing strategy for color TVs, which had been chosen as the flagship product for the China market. Samsung had to decide whether it should focus on the low or high-end market segment (or both), and whether to import or produce locally. *Abstract reprinted with the permission of Ivey Publishing* |
| Available In |
The Ivey case collection |
| Publisher |
Ivey Publishing |
| Publisher Case No. |
9A98G003 |
| Distributor(s) |
Ivey Publishing
Harvard Business School Publishing
European Case Clearing House
|
| Pub/Rev Date |
8/13/1999 |
| ISBN |
|
| Case Length |
20 |
| Teaching Note |
Yes |
| Pub TN Ref No. |
8A98G03 |
| Pages (TN) |
7 |
| Issues |
Market Entry, International Business, International Marketing, Market Segmentation |
| Organisation(s) |
Samsung Group
|
| Countries |
China |
| Industry |
Media / Entertainment / Infocomm / Telecom |
| Period Covered |
1995 |
| Level |
Undergraduate/Postgraduate |
| Links of Interest |
Homepage of Samsung
|
| Back |