The main issue with this case revolves around Mr. Chung and his goal of taking Samsung into the high-end colour TV market in China. His superiors at the Samsung headquarters in Korea believe that they should remain focused on the low-end colour TV market in China because it is currently the largest market. Mr. Chung feels differently however, because the profit margins are much smaller in the low-end market and he believes that if Samsung truly wishes to become a major global competitor, remaining only in the low-end markets will not help the company achieve this goal. Mr. Chung is hoping to position Samsung in China as a premium product producer, which is exactly what the Samsung Group had been recently trying to establish. Upper management, however, were sceptical that this sort of image could be achieved in China based on macro and micro-environment factors. Mr. Chung feels otherwise but must convince his superiors to trust that he is right.
If Mr. Chung is successful and......

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Title: Samsung Colour Tv
Approximate Word Count: 366
Approximate Pages: 2 (250 words per double-spaced page)

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