Samsung, the world’s leading Smartphone maker, launched its most awaited Galaxy Note 7 smartphones, in 10 major markets, including the US and South Korea in August 2016. Within a week of its launch, there were incidents of Note 7s catching fire. Koh, the president of Samsung’s mobile business announced a recall and replacement of Note 7, but the replaced Notes also caught fire. The company had to announce a second recall and abandon the production of Note 7. With holiday season fast approaching Samsung had to come up with a strategy to retain its loyal customers. Also, its competitor Apple had just launched iPhone 7 and Google launched its first smartphone – Google Pixel. The company had to also work on rebuilding its lost brand value and instill confidence in the customers, which was essential for Samsung to retain its position in the smartphone market.

1. Using the Decision making strategies how to deal with crisis and manage the emergency situation more effectively. (5)

2. How the company can communicate and effectively retain its loyal customer?