1. Explain the rationale for the selection of the 4 market segments identified by Samsung?

The four market segments identified by Samsung are high-income families, the young
generation, business users and hobbyists.
High income families are the main target market for major brands as they give the highest
yields. They also grow faster than the 20% average annual growth enjoyed by Samsung.
The young generation are technologically savvy and are greatly interested in gadgets and
other hand-held devices. They are willing to try out new products even though they are
financially constrained and have little brand loyalty.
Business users are a unique and attractive market which require modern devices to
portray a high-tech image. Their needs are usually specific and greatly appreciate good service
and customer support as well as reliability.
Hobbyists are a niche market that normally give modest yields. They like to build their
own electronic devices using off-the shelf components.

2. Identify the main issue with regards to the product strategy. How it should be handled by
Samsung?

3. Compare the brand value of Samsung in 2003, 2018 (before pandemic Covid-19) as well
as 2021 as published by Interbrand (www.interbrand.com). Briefly explain.
Samsung’s brand value in 2003 was $10,846m, $59,890m in 2018, and $74,635m in
2021. The brand value has increased tremendously as consumers worldwide has grown to accept
and rely on gadgets and electronic devices as part of their daily lives which has only been
intensified during the Covid-19 Pandemic.

4. Identify the main issue (of the case) with regards to the channel of distribution strategy.
Advise Samsung.

5. As a business consultant, advice Samsung on the type of “marketing communication”

tool that they need to strategically employed to ensure the success of the brand redefining
exercise.