i need help in defining the samsung current strategy?

by Mona Mostafa
(Saudi Arabia)

Assalam 'alaikum, Mona!

Here is a link with information on that:
http://strategyonline.ca/2011/09/26/andrew-barrett-is-new-samsung-canada-marketing-head/

Samsung Canada is going to follow their worldwide marketing strategy:

"To a certain degree I see Samsung to be a lot like the Tin Man,” says Barrett. “It has a strong exterior, it’s well-engineered, seen as having great technology, it has pretty good awareness in a number of its categories, but it’s lacking a bit of heart – an emotional connection. We want people to not just think of Samsung as a great technology company, but we want to become a brand that people adore, admire and love.”

Regards,
Hussain

p.s. their ongoing legal battles with Apple can also be analyzed in term of brand impact! :0)