Samsung Mobile:

Market Share and Profitability in Smartphones

2016

Ivey Publishing W16620

Discussion questions
1. Describe key market trends and assess Samsung’s competitiv
e advantages vis-à-vis the competition.
2. Should Samsung pursue profitability, even at the expense of
market share?
3. Should Samsung pursue a multi-segmented strategy or a glo
bally undifferentiated strategy? If it opts for the former, wh
at criteria should be used for the segmentation?

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