Contemporary Marketing 17th Edition by Louis Boone,David Kurtz

Exercise 3

When rivals Samsung and Sony each unveiled their new 3D TVs at a major electronics store, some consumers couldn't tell the difference between the two. But the firms' strategies were very different. Sony opted to use outside manufacturing firms to build its TVs, stating that the move would help cut costs and keep the company strong. But Samsung manufactures its own TVs, including its own computer chips. Ultimately, the 3D TV failed, but with different consequences for the two firms.28 With a classmate, research the two companies and their 3D
TVs, evaluating their marketing strategy and the decisions they subsequently made regarding the product. In your opinion, how did the firms' strategies affect their respective outcomes?