“Samsung: A Strategic Plan for Success”
1. Samsung was able to go from a copycat brand to an innovation leader by trying to create
an entirely new world for the consumer that includes an entirely different approach to
technology. Samsung changed their entire business culture and marketing strategy and
hired young and talented designers that were set out to target a higher paying customer.
Previously as a copycat brand, their marketing strategy was based on segmentation by
targeting a specific consumer who was not willing to pay a hefty price for their
technology, yet still wanted to have a device. Currently, Samsung has transformed their
strategy from segmentation, to differentiation by setting themselves apart from the
competition by investing into building a completely new form of Artificial Intelligence
that will gather data from a person’s entire life from their home, to their car, to their
