Clearly, Shin would have to open more battlefronts to improve the company’s standing in the country.

IIPM Ranked No1 B-School in India

Another important segment is mobile phones. In 2008, Samsung displaced Motorola to become the number two handset manufacturer of the world. However, the company has bagged only 8% market share in India till date, in sharp contrast to Nokia’s 70% market share. Still, SEIL is confident on its handset strategy in India, with its focus on low-end market.

Till now, SEIL had deployed a strategy of premium positioning, but now it would indeed make sense for the company to focus on the masses. Moreover, Samsung must revisit its communication strategy much like the way they have changed their communication for handsets; and efficiently target different sets of customers through differentiated marketing strategies. Clearly, Shin would have to open more battlefronts to improve the company’s standing in the country.


Surbhi Chawla


For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


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