SAMSUNG ELECTRONICS CASE STUDY

Company has established an effective relationship with its stakeholders and treating everyone through diverse techniques. Samsung is periodically meeting the demands of its shareholders where significant judgments are made and problems are discussed. For instance, strengthened compliance management organization has started and operated a healthcare study center. Company has a direct connection with their consumers and employees through making client satisfaction surveys to make a healthier costumer relation service. It also is creating employee surveys that made the company to improve the work shift system to reduce work ours. Samsung has also contributed in government policy formulation, which assisted to make an Energy management system that decreases its energy consumption by 10% (Samsung.com (3), 2015).

Samsung’s efficiency was also driven by the quality of its employees. All R&D and production engineers lived together in the same company-provided housing, which lead to quick design, resolve and process any issues in design or production which in turn led to quick turnaround time, lower idle times and increased productivity. Also, the site was located in the mountains where the air was fresh and clean, which meant lower maintenance costs since most machinery was highly sensitive to dust and other particles

Over the past 20 years Samsung changed from a low-cost original equipment manufacturer to a world leader in research and development, marketing strategy and design. It is clear that this article was written to tell the readers about the background leading to the success of Samsung today.

Samsung products range from mobile devices, TV, audio and video, home appliances, cameras, PC and peripherals and print solutions (Samsung 2014). This essay will predominantly look closely at Samsung’s mobile phones market.

Samsung is a South Korean multinational company which is headquartered in Seoul, South Korea. It has number of businesses under its own brand name. Samsung was founded by Lee Byung-chul in 1938.

Introduction:   With  the  introduction  of  new  Chinese  competitors  in  the  DRAM  market  it  is  necessary  for  Samung  to  access  their  strategy  for  the  future.  Looking  at  past  trends  in  the  DRAM  market,  current  market  situation,  and projections  for the Flash market, the  best option for  Samsung  is  to focus their efforts  on  growing  the  Flash  technology,  while  maintaining  their  DRAM  output.  This  is  the best course of action  because  Samsung’s  customer  loyalty  will  carry  their  market  share  in   the  DRAM  market,  while  they  are  focusing on establishing this type of dominance in the Flash market.

By the end of 2012, Samsung electronics become the largest producer of televisions and mobile phone. In order to achieve the success and the dramatic rise in consumer electronics sector, the company initiated new methods to innovate and create high quality products .

Samsung has caught up in operational management issue in maintenance, technical support and warranty which is very crucial for customer satisfaction the loyalty towards the company. Not on this below show some issues in Samsung Company.

Through figure 18, 78% of respondents agree that Samsung mobile phones have excellent customer service (e.g. convenient repair location, reasonable repair charge) while 11 respondents which is 22% of them do not think so. Users can return their phone to any branch warehouse or Samsung centre for repairing and claim their damage phone under warranty period. Samsung mobile phone users can search for the Samsung store near them through browsing www.samsung.com.my and search for store locator (Appendix 26). Thus, the user can go to the Samsung store which nearest to them and get the service in the shortest time. If they are unable to go service centre, they can call service for technical support through email, life chart and phone call.

These are chances a company can use to its advantage to help its business grow or expand by using those chances. Below are some of the opportunities for the Royal Philips Electronics;

Samsung’s operations in India began with its manufacturing complex Noida (UP), which facilitates for Color Televisions (including 3D, LED and LCD Televisions), Mobile Phones,

Company Background: Samsung is a South Korean multinational company those starting its business as a small trading company and right now becoming world largest corporation. The company deals with its business in several sectors such as advance technology, finance, petrochemical, semiconductors, plant construction, skyscraper, medicine, fashion, hotels, chemical and others. The company was established in 1969 in Suwon, South Korea and known globally for its electronic products (Kelly, 2011). The company is manufacturing several latest technologies, electronic appliances such as mobile phones, tablets, laptops, TVs, refrigerators, air conditioners, washers and other products. The company runs its operations and sales its products in 61 countries with approx 160,000 employees in all over the world (SAMSUNG, 2014). Moreover, the company acquired the position of the world biggest IT maker in 2009 by beating the Hewlett-Packard (HP) previous leader. Its sales revenue in the segment of LCD and LED is the highest in the world. Furthermore, Samsung also becomes world leader in the segment of tablets, mobile phones and gadgets.

Samsung is one of the biggest smartphone manufacturers in the world. They also sell all kinds of other products. Their focus is of course on their Android smartphone/tablet/wearables business. Samsung grew at an incredible rate over the years to become what it is now. They outsell even Apple when it comes to smartphone/tablet sales. The company pivots and produces quickly, coming out with a variety of devices. It sees what the market responds to, pushes successes, and kills failures. And now, rather than just providing a cheaper and lesser iPhone, it 's differentiated itself with larger screens, different features, successful marketing, and delivering what consumers want. The Note is a perfect example. The company found through market research that Asian-language speakers wanted a device that they could hand-write on, because drawing characters is easier with a pen. The result was a combination phone/tablet ("phablet") that 's been an unexpected hit. However, there are some setbacks this year with the production of the Samsung Galaxy Note7. Samsung produced the Galaxy Note 7 in August expecting to deliver a smartphone that could take on and take down the iPhone 7. Before long, unfortunately, buyers reported that the device was heating up and for some, exploding. Samsung is blaming the malfunction on a manufacturing problem with batteries at one of its suppliers. In September, Samsung began a recall and reproduced its second-run Galaxy Note 7 device. But again, reports

Samsung has several competitive strength which has allowed the company to become the leader in many markets (Kotler, Keller 363). Their first strength is utilizing an abundant portion of their revenue towards R&D. Spending 40 billion dollars has empowered Samsung to grow their organization by innovation (Kotler, Keller 363). These innovations provide Samsung with a pioneering advantage. For instance, they were the first company to launch a “cell phone with an MP3 player”, (Kotler, Keller 363). In each of their innovations, Samsung has benefited immensely and helped strengthened the organization. Moreover, this research helps the company to prepare for the future and helps combat the inevitable market decline. R&D assists in forecasting future demand and future needs. They can assess the current trends and make judgments about what is to come. Thus, they can determine what products need to be modified by assessing which products are declining in their life cycle. However, R&D is not the only competitive strength Samsung has. Being the “global leader in making both the components for electronic products and the actual devices sold to consumers” has provided Samsung with a large competitive advantage. Essentially, Samsung is able to control their competitor and shape their competitive environment through the types of components they create and the prices they sell it. Likewise, these components significantly help Samsung. Having complete authority of their supply chain and manufacturing process allows Samsung to maintain lost costs, cater to several needs, make alterations quickly, and swiftly develop products new products (Kotler, Keller 363). This process makes it easier to create modifications and stimulates demand. This is especially helpful when the product market begins to decline. In general, the main competitive advantage here is Samsung is able to monitor the product’s entire processes, which makes it easier to innovate and stimulate growth. Furthermore, considering Samsung’s well established and trusted brand name, any new innovation they launch is much more likely to be accepted because consumers already know, love and trust their brand. Samsung is the triple threat, they are innovators, they have

Samsung is one of the world’s premium electronics manufactures. The estimated value of Samsung brand had risen from US$6.37 billion in 2001 to US$10.85 billion in 2003. A major factor behind this impressive growth had been Samsung’s effort to redefine itself as a vendor of cutting-edge, “gee-whiz” consumer technology. Samsung believed that repositioning the brand is a vital to the company’s future success.