When rivals Samsung and Sony each unveiled their new 3DTVs at a major electronics store, some consumers couldn’t tellthe difference between the two. But the firms’ strategies werevery different. Sony opted to use outside manufacturing firmsto build its TVs, stating that the move would help cut costsand keep the company strong. But Samsung manufactures itsown TVs, including its own computer chips. Ultimately, the 3DTV failed, but with different consequences for the two firms.28With a classmate, research the two companies and their 3DTVs, evaluating their marketing strategy and the decisionsthey subsequently made regarding the product. In youropinion, how did the firms’ strategies affect their respectiveoutcomes?
When rivals Samsung and Sony each unveiled their new 3DTVs at a major electronics store, some consumers couldn’t tellthe difference between the two. But the firms’ strategies werevery different. Sony opted to use outside manufacturing firmsto build its TVs, stating that the move would help cut costsand keep the company strong. But Samsung manufactures itsown TVs, including its own computer chips. Ultimately, the 3DTV failed, but with different consequences for the two firms.28With a classmate, research the two companies and their 3DTVs, evaluating their marketing strategy and the decisionsthey subsequently made regarding the product. In youropinion, how did the firms’ strategies affect their respectiveoutcomes?
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Question
When rivals Samsung and Sony each unveiled their new 3D
TVs at a major electronics store, some consumers couldn’t tell
the difference between the two. But the firms’ strategies were
very different. Sony opted to use outside manufacturing firms
to build its TVs, stating that the move would help cut costs
and keep the company strong. But Samsung manufactures its
own TVs, including its own computer chips. Ultimately, the 3D
TV failed, but with different consequences for the two firms.28
With a classmate, research the two companies and their 3D
TVs, evaluating their marketing strategy and the decisions
they subsequently made regarding the product. In your
opinion, how did the firms’ strategies affect their respective
outcomes?
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