This case, set in 2008, attempts to analyze how to build brand in a hyper competitive industry like consumer durables industry
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Marketing Management
CASE STUDY (20 Marks)
This case, set in 2008, attempts to
analyze how to build brand in a hyper competitive industry like consumer
durables industry where brands matter the most and marketing efforts matter
even more. This case study can very effectively be used to debate on what can be
the unique platforms for competitive advantage in consumer durable industry.
Post liberalisation in 1991, with the entry of multinational companies like LG,
Samsung and Whirlpool, the Indian consumer durables industry has witnessed
intense competition. In order to lure the customers, companies flooded the
market with latest models, new features and latest technology. To position
their brands in the minds of the consumers, these players adopted several
brand-building strategies apart from investing heavily on R&D and marketing. This
case delves into the critical success factors of the industry and the factors
that gave a few players market leadership in this industry. To create a
competitive edge, Samsung, the No. 2 player, is emphasizing on customer service.
It is believed that customer service is a key influencing factor in the
consumer durables industry. However, with other companies also catching up, can
Samsung create an edge? The case delves into what Samsung needs to do to create
a competitive advantage in the highly competitive consumer durables industry.
Answer
the following question.
Q1.
Give an overview of the case.
Q2.
What brand building strategies the multinational companies adopted to position
their brands in the minds of the consumers? Explain.
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