Samsung Case Study

Samsung’s products are based more on the outlook of the smart phone market and their preference to incorporate technology that already has acceptability in the industry. Most of the smart phones of Samsung run on Android which is an open source operating system and is the most widely used mobile phone operating system in the world. Being an open source operating system, the cost incurred by Samsung is reduced significantly. Also, the compatibility with features such as Google store, allows Samsung to compete with Apple’s iTunes without having to incur the cost for developing a similar offering. This helps the company in reducing its cost as well as offer superior product offerings to their consumers. In terms of hardware technology, Samsung has the expertise in developing a number of technological products that include televisions, computers, home appliances and many similar products. The company therefore has a vintage of product development and innovation and has the perception of offering high quality products to the

As being the giants in the mobile phone industry Samsung has a short product cycle so that it can bring new products, with a fast cycle or have a constant new products lined up one after another giving consumers much to choose from and having a greater market grab. They are spending more than 13 billion a year in R&D, which is the largest in the history of cooperation’s.

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 is growing at an incredible speed. It proved by time that it is a global leader in technology. To compete and win in the markets globally, they focus on how to attract the best talented persons and how to provide them a corporate culture so that each of them can surpass. Through unprecedented, well-founded products and services; skilled gifted people; a responsible procedure to business and global citizenship; and cooperation with their partners and customers, Samsung is taking the world to unbelievable new directions. One of their beliefs is that when life and technology strike and collide, you'll definitely find a great story. Samsung's philosophy is based mainly on their strong purpose for growth and permanent innovation. Samsung looks for cooperative and creative visionaries to run their companies. By attracting skillful managers and evolving their organization’s culture to support them, they encourage innovative ideas that progress technology, produce new products and improve or upgrade their customers’ everyday lives.

A lot of other competitors do not deliver what Samsung do but this a great opportunity for Samsung to capture the market before other put their product in the market. Although Samsung trying hard to deliver innovative products but some of them are very expensive and too specific that it is not affordable by the general public, therefore it is question to make the innovative products in a reasonable and affordable price.

Samsung Electronics Company : Question for Study Case discussion: 1. What are the ingredients of SEC’s corporate turnaround strategy? What are the implications for marketing mix policies? 2. How strong is the Samsung brand? Can Samsung pass Sony and become a top ten global brand? 3. As Chief Marketing Officer, what are Kim’s role and responsibilities? 4. What does Samsung (and Kim) have to do to become one of the top ten brands in the world Answer: 1. What are the ingredients of SEC’s corporate turnaround strategy? What are the implications for marketing mix policies? Persaingan dalam dunia usaha saat ini menuntut semua pelaku usaha untuk menerapkan strategi yang

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 .

Creating a new vision statement is an attempt to show that the organization has evolved and can meet the competitive challenges of competing with Apple and other well-known technology firms. ?This new vision reflects Samsung Electronics? commitment to inspiring its communities by leveraging Samsung 's three key strengths: ?New Technology,? ?Innovative Products,? and ?Creative Solutions?? (?Vision and mission,? 2016). The objective of this vision statement is to capitalize upon ?Samsung 's core networks -- Industry, Partners, and Employees.? (?Vision and mission,? 2016). The emphasis on newness is in part a response to criticisms of Samsung as excessively derivative. In 2015, Samsung was ordered to pay Apple $548 million ?for infringing upon a number of iPhone and iPad patents? (Heisler 2015). Since then, Samsung has been trying to demonstrate its unique capabilities as an organization to consumers and provide a distinct value proposition to be avoid being cast as an also-ran to Apple. However, all of this rhetoric about innovation must be backed with real products with a real appeal to customers. Apple continues to dominate in the smartphone market, and for many iPhone is as synonymous with the concept of a smartphone as Coke is with soda.

Initially Samsung used to develop chips, devices and equipment’s for other companies. People working in the organisation were concerned about manufacturing the product instead of marketing the product. To transform Samsung from a cheap Original equipment manufacturer (OEM) to a high value added product provider, Samsung had to develop strong brand power for which they required repositioning through an increased emphasis on marketing.

The key test of whether Samsung can move from a close and gaining dominance is whether it can deliver products that are truly game-changing, start pulling customers away from competitors; it needs to differentiate itself beyond marketing and a bigger screen. But with supply outstripping demand in the electronics industry, Samsung has quickly employed the marketing edge of differentiating strategies and quickly diffused in the current information-driven culture while also looking at new opportunities for profitability and growth. Samsung Company is highly involved in research and design with high fund allocation in it, a strategy that has become a culture for the company over time. The company floods the market with many differentiated products meant to reach diverse markets and developed within a short time. Through this, Samsung gains a competitive advantage and counters on any moves by its competitors with its portfolio of brands (Samsung Electronics, 2015). Samsung makes everything from chips to screens at its own processing plants, permitting it to change outlines and pump out new items at a quick pace. From its administration strategists point of view, Samsung's execution is imperative as “it is the result of a very carefully crafted strategy following an evolutionary learning process from simple to more complex technologies, and taking advantage of synergy effects by synchronizing the strategy variables of different dimensions, all supported by Samsung’s highly disciplined corporate culture” (Sang M Lee 2003). Marketing and branding strategies of Samsung have played a basic part in its prosperity. One approach to comprehend why Samsung is so successful is to assess the brand and its advertising techniques in

Samsung is a company that is founded by Lee Byung-chul in 1938, and this company is a South Korean multinational conglomerate company where their headquarters is located in Seoul. Samsung is a group that had expanded into many areas such as food processing, textiles insurance, securities and retail. However, after a few years, Samsung decided to enter the electronics industry in 1969, where their first product was a small black and white television. In 1990s, the company grew into an international corporation where they mainly concentrated on three areas, electronics, engineering, and chemicals (Mathew). Nowadays, Samsung is one of the best mobile phone corporation in the market, where the company decided to give their Samsung electronics motto that has always tried to inspire the world, and create the future from expanding their brand in the following years (Muhammad). From looking at the Samsung SWOT marketing analysis, I can definitely see that Samsung was one of the excellent company where they have lots of strengths and weaknesses. Three of the main strengths that the company has, Samsung was the world number one marketer of mobile phone where they were part of the world biggest market share in the second quarter of 2015 by 21.4%. Not only that, but Samsung has very remarkable research and design capabilities, which was one of their biggest strengths where they were able to generate and demonstrate Samsung pay, a payment app with very identical abilities to apple pay.

Research and development(R&D) is highly valued by Samsung Electronics. Ongoing investment funding Samsung Electronics’ collaborative global research network plays a key role in their ability to create and innovate the products today that is aimed to enrich people’s lives tomorrow. In order to achieve their objective, Samsung Electronics hired a large team of researchers and also engineers. This include over 50,000 employees across 42 global research centres. All of the global Samsung Electronics R&D centres collaborate with each other on strategic technologies to keep up with the increasingly fast paced world of technology.

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 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.

From the three main activities, Samsung Electronics is the one that can compete with other leading brands. Initially that making Samsung’s products are on the rise is the development of 256K dynamic random access memory (DRAM) computer chip and a VLSI (very large scale integration) version of the 64K DRAM chip. By the turn of the millennium, the company’s successful introduction of leading-edge products such as mobile phones, MP3 players, digital televisions and personal digital assistants (PDAs).