Samsung China: The Introduction of Color TV

Case Solution

Paul W. Beamish, David J. Sharp, Chang-Bum Choi
Ivey Publishing ()

Chung Yong, President of Samsung China Headquarters (SCH), recently considered meeting with SCH’s chief marketing officer, who is responsible for developing a marketing strategy for the entire Chinese market. The theme of the meeting was the marketing strategy for color television, which was selected as the flagship product for the Chinese market. Samsung had to decide whether to focus on the low-end or high-end market segment (or both) and whether it should be imported or produced locally.

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