i need help in defining the samsung current strategy?
by Mona Mostafa
Assalam 'alaikum, Mona!
Here is a link with information on that:
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.”
p.s. their ongoing legal battles with Apple can also be analyzed in term of brand impact! :0)