Students are required to analyze the following three cases and answer the accompanying case questions: 

– Case 1: Samsung 

Format:

– TNR 12pt

, 1.5 spacing 

– Max: 4 pages for each case 

– The questions

STRATEGIC MARKETING 

SAMSUNG 

1. Identify the most important secondary target market of Samsung after the “high-income families”? Provide your justification. 

2. Discuss how the new corporate identity program as presented in Exhibit 5 supports the new positioning strategy of Samsung. 

3. Compare and contrast the 3 types of retailers used by Samsung in Canada. 

4. Compare the brand value of Samsung in 2019 (before pandemic Covid-19) and 2020 as published by Interbrand (www.interbrand.com). Briefly explain.