Business Case Studies, Going Global Case Study, Samsung in India

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Going Global Case Study

Case Title:

Samsung in India

Publication Year : 2004

Authors: Shivaramakrishna. P, T Phani Madhav

Industry: Engineering, Electrical and Electronics


Case Code: GGL0008

Teaching Note:  Not Available

Structured Assignment:  Not Available

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Samsung India Electronics Ltd. (Samsung) began its operations in India in December 1995 and within a span of eight years, became one of the most prominent players in the high-tech consumer electronics and home appliances sector in India. By 2003, Samsung had seized a significant share of the Indian market in colour televisions, frost-free refrigerators, washing machines, air conditioners and microwave ovens. Analysts attributed Samsung's success in India to its emphasis on the mix of product features, technology and aggressive marketing.

Pedagogical Objective:

  • To discuss how Samsung managed its marketing mix in India to strengthen its position in the consumer electronics market.


  • Introduction
  • Laying the foundations
  • Gaining the momentum
  • Outlook

Keywords : Samsung in India; Marketing mix; Sub-branding; Unique selling proposition; Customisation; Promotions; Cricket sponsorship; Market Entry Strategies Case Study; Digital natural image engine (DNIe)

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