The characteristics of the above suggest that the world has started to incline more towards a socialist society, take the above, combine them with what the millennial market expects from brands and you will see how these marry effortlessly. The fact that it took Samsung about 40 days to start recalling their product left a void difficult to fill, the millennial market cannot afford and does not like ambiguity. In as much as it would be very ambitious to predict that Samsung will experience the same demise that we saw with Blackberry, it is clear that there is a lot of work that needs to be done to save the market share that they have recently enjoyed.
- • The market of today does not want to be dictated to, they want to participate in everything and be listened to, from the onset Samsung should have involved the market in finding the solution by creating a platform where those with the Note 7 could report any problems they faced. In South Africa, we saw how the ‘Steve’ guy of FNB created a personality to the brand and how much it worked to their advantage, a two way communication is vital when going through such challenges.
There is no element of doubt that the Note7 was a great product. The products that came before it offers it a silver lining too, going forward, how the brand navigates through this product will be the defining moment if it is to stand any chance of a great come back, which in a way we all wish for! Failure to act decisively will only result in the product experiencing immature extinct