Contemporary Marketing 16th Edition by Louis Boone,David Kurtz

Exercise 2

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 firm's 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. Since then, the two firms have experienced quite different outcomes. 28 With a classmate, research the two companies and their 3D TVs, evaluating their marketing strategy. Who is the target market for both of these TVs? How does product, distribution, promotion, and pricing fit into each firm's overall marketing strategy? In your opinion, how did the firms' strategies affect their respective outcomes?