Launching high end technology products

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It is very important that a company develops a coherent marketing strategy for the launch of each individual product in its portfolio. It is of equal importance that these strategies are compatible and support the firm’s overall objectives. This case study examines how Samsung develops new high-tech products and brings them to the mass market on an international level. Although Samsung is a multi-national company with 56 world wide subsidiaries, this case study concentrates on the UK market. It discusses three very different products and…

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