Abstract
Samsung Electronics, a subsidiary of the South Korean conglomerate Samsung Group, is one of the largest electronics brands in the world. In India, Samsung is not just a market leader in the smart phone sector, but it has also built a strong presence in the consumer electronics and home appliance categories, including televisions, refrigerators, washing machines, and air conditioners. Samsung's growth in India can be attributed to its consistent innovation, customer-centric approach, and understanding of the diverse Indian market.
This case study explores the journey of Samsung in India, its strategies for success, the challenges it faces, and its efforts to maintain market leadership in an increasingly competitive environment. The study also delves into how Samsung has adapted its marketing, product development, and pricing strategies to cater to the needs of Indian consumers.
Case Study Questions
1. What strategies have contributed to Samsung's success in the Indian market?
2. How has Samsung localized its products to cater to the Indian consumer base?
3. What are the key challenges Samsung faces in the Indian smartphone market?
4. How can Samsung maintain its leadership position in the face of intense competition?
5. What are the future opportunities for Samsung in the Indian consumer electronics market?
6. How important is digital marketing in Samsung’s strategy to engage with the Indian audience?