IntroductionThe case study represents Samsung's marketing-mix strategies from 1980s to 2003 in an attempt to redefine its brand globally, i.e. product diversification, development and differentiation strategies. It discusses the various product, pricing, distribution and promotion strategies and activities pursued to achieve its goal. This is followed by detailed market segmentation with the central theme of maximizing profit through increasing sales volumes. The case study suggests a means of applying marketing theories in a practical situation by carrying out a critical analysis of marketing elements. A reflection on the case study is made at the end of each of the four questions discussed, to aid the decision making of the marketing manager, Park, at the Samsung Electronics branch in Canada. Question 1) Discuss how Samsung has achieved a successful brand identity with various marketing strategies they have adopted in the global market based on 4Ps of marketing mix? You justify that Samsung's strategy of redefining the brand is paying off in today's technology-driven market. Samsung's marketing mix model aimed to redefine the brand as a provider of cutting-edge "ghee whiz" consumer technology from its previous image of a follower producing low to mid-range products. To obtain a brand identity in the target market it followed the following strategies: Product diversification strategy: according to Ansoff's model for market growth strategies, to enter a new market Samsung followed a product diversification strategy produced for the market outside Korea (Lee & Slater, 2007). In 1997 it introduced to the market a series of innovative products such as the mobile phone with voice and...... middle of paper ......applications, 101-107.Kim, YH, & Campbell, N. ( 1995). Strategic control in Korean multinationals. Euro-Asian Management and Business, 95-108. Lee, J., & Slater, J. (2007). Dynamic capabilities, entrepreneurial rent-seeking and investment development path: the Samsung case. Journal of International Management, 13(3), Lee, J., & Slater, J. (2007). Dynamic capabilities, entrepreneurial rent seeking and 241-257.Samsung. (2013). Retrieved from www.samsung.com: http://www.samsung.com/us/aboutsamsung/investor_relations/financial_information/annual_reports.htmlSong, M., & Noh, J. (2006). Best practices in new product development and management in the Korean high-tech industry. Industrial Marketing Management, 35(3), 262-278.Yu, S. (1998). Samsung Electronics' growth model: a strategic perspective. International Management and Organization Studies,, 57-72.