Page 7 - Short Cases 1 Galaxy Note 7 Samsung Resurection Teaching Note

Case Guide

The smartphone market is highly competitive.

Competitors strive constantly try to out-do each other’s
innovations. Where this case is about Samsung, Apple

Samsung’s greatest rival has had its own issues trying to

stay ahead of the curve, with some iPhones generating
complaints shortly after their release.

Samsung faced long-term

reputation damage and
diminution of their profitability.
Initially it failed to alleviate

consumer confidence as no clear
answers about the safety of the
Note 7 battery were provided.

Social Media

Samsung did not respond swiftly enough to the

problems reported through social media. Its teams
failed to monitor posts about the product on social

media; therefore, ”they failed to report the same to the

senior managers on time. In other words, there was no
constant communication about the crisis on the brand’s

Facebook, Twitter, home page and other social media

sites.” (2)