End-of-Case Questions

1. Apply product life cycle (PLC) model to the smartphone market. What are the key characteristics of each stage? Identify the current stage that smartphone business is in. Recommend actions that Samsung Electronics should take to succeed at this stage of PLC.

2. Based on the case, evaluate Samsung's marketing communication strategy in terms of its brand equity. Recommend appropriate marketing/branding strategies to help Samsung Electronics improve its brand equity.

3. Identify the most appropriate branding architecture that corresponds with the case of Samsung and Samsung Electronics. Evaluate the branding architecture.

4. Evaluate Samsung's crisis management strategies. Recommend areas of improvement.