Samsung Case Study

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Effect of the Note7 Crisis on Samsung 's Brand Image, Brand Loyalty and Customer Perceived Value
Aafia Iftikhar Cheema
Institute of Administrative Sciences
University of The Punjab

Background and Description of Problem:
Samsung is a South Korean multinational conglomerate company, which has its headquarters in Seoul, the capital of South Korea. It consists of numerous subsidiaries and affiliated businesses. Notable Samsung industrial subsidiaries include Samsung Electronics, Samsung Heavy Industries and Samsung Engineering and Samsung C&T. Other notable subsidiaries include Samsung Life Insurance, Samsung Everland and Cheil Worldwide. (Samsung, 2017)
Samsung Mobile Phones is one of five business units within Samsung Electronics, and consists of the Mobile Communications Division, Telecommunication Systems Division, Computer Division, MP3 Business Team, Mobile Solution Centre and Telecommunication R&D Centre. Samsung has diversified into areas including food processing, textiles, insurance, securities and retail. (Samsung, 2017) Since 1990, Samsung has increasingly globalized its activities and electronics; specially, its mobile phones and semiconductors have become its most important source of income. (The Guardian, 2013)
At the end of November 2011, Samsung sold more than 300 million mobile devices which was a close second after Nokia with 300.6 million mobile devices sold in the first three quarters of 2011. By the third quarter of 2012, Samsung was the largest

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