Chung Yong, president of Samsung China Headquarters (SCH) was considering a recent meeting with the SCH Marketing Director responsible for the development of a marketing strategy for the entire Chinese market. The theme of the meeting was the marketing strategy for color TV, which had been chosen as the flagship product for the Chinese market. Samsung had to decide whether to focus on the low-or high-end segment (or both), and whether to import or produce locally.

Chung Yong, president of Samsung China Headquarters (SCH) was considering a recent meeting with the SCH Marketing Director responsible for the development of a marketing strategy for the entire Chinese market. The theme of the meeting was the marketing strategy for color TV, which had been chosen as the flagship product for the Chinese market. Samsung had to decide whether to focus on the low-or high-end segment (or both), and whether to import or produce locally.
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from
Paul W. Beamish,
David J. Sharp,
Chang-Bum Choi
Source: Ivey Publishing
20 pages.
Release Date: 11 May 1998. Prod #: 98G003-PDF-ENG
Samsung China: The introduction of color TV HBR case solution