Follower Market Development Strategies with Mature Product Technology: A Case Study of Samsung Notebook and Apple iPad

• Main Authors: Huang, Yen-Hsiang, 黃彥翔
• Other Authors: Chu Po-Young
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/22270909901811156537

碩士 === 國立交通大學 === 管理學院管理科學學程 === 100 === Samsung Electronics Co. is worldwide No. 1 in DRAM, TFT-LCD and LCD TV products now. Whereas, compared with those products, Samsung’s Notebook is still under development. Notebook is relatively mature in terms of product technology; nevertheless, it is an emerging market segment to Samsung Electronics Co. Always targeting to be worldwide No. 1, how the Samsung group utilize its own core competence to push Notebook to the world market is an .interesting ability to explore. Hereby employing Samsung Electronics mobile and Apple iPad such two successful products with then marketing strategies and experiences as precedent to deliver the way how to create product value in a mature market, to win consumers and finally to at here worldwide No.1.