Abstract

In early 2008, Samsung Telecommunications India Pvt. Ltd. (Samsung India), a subsidiary of Samsung Electronics Co. Ltd. (Samsung), announced its various strategic initiatives to double its market share in the India mobile phone market by the end of the year. The company was bolstering is distribution network, rolling out new mobile phone models at different price points with a new brand positioning, and also planning to leverage on the popularity of its new brand ambassador Aamir Khan, in order to achieve its market share objective in this key emerging market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Strategy, competition, distribution network, market-mapping, distribution strategy, channels, emerging market, market share, celebrity endorsement, brand, brand ambassador, positioning, pay-off line, mobile phone market, electronics, mobile phones, innovation, production capacity, manufacturing, demand, Samsung Telecommunications India Pvt. Ltd., Samsung India, Samsung Electronics Co. Ltd., Samsung, Nokia, Motorola, Sony Ericsson, LG, India, Aamir Khan, Shah Rukh Khan, Abhishek Bachchan, Hrithik Roshan