Samsung India`s Rural Service Push: Venturing into New Avenues
| Case Code: MKTG433 Case Length: 10 Pages Period: - Pub Date: 2021 Teaching Note: Available |
Price: Rs.300 Organization : Samsung India Electronics Pvt. Ltd. Industry :Home Appliances & Consumer Products Countries : India Themes: Services Marketing, Rural Markets, Consumer Behavior, Service Operations |
Abstract Case Intro 1 Case Intro 2 Excerpts
Rural Service Push
The rural customer had become the focus of Samsung India’s revamped market expansion plans the company had undertaken to recover from the massive brand image hit it had taken after the Samsung Galaxy Note 7 debacle.
In August 2016, Samsung Group (Samsung) had launched the Samsung Galaxy Note 7 – a large screen smartphone, with a host of features that were a market first (Gorilla Glass 5 on the front and back, a water resistant S-Pen , and HDR video). The device immediately attracted market attention and orders started pouring in. But, within a short time, it came to light that several of the devices had overheated while charging, caught fire, and even exploded in some cases. Consequently, Samsung had to resort to a worldwide recall of the devices that became the largest recall in consumer electronics history.
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