Samsung

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SAMSUNG

Case Study Based Report: Samsung

Introduction1

Discussion1

Customer-centred2

Team-based2

Systematic3

Samsung Product Development Process3

Product Life Cycle4

Introduction Stage4

Growth Stage4

Maturity Stage5

Decline Stage5

Challenges, Samsung Faced5

Conclusion6

Case Study Based Report: Samsung

Introduction

This report is based on a case study on Samsung, “FROM GALLOP TO RUN”. The report includes the basic concepts of marketing along with their analysis based on the case study. This report contains different sources to compile this work. The marketing concept mainly used in the work compiled is the product development process and its comparison with Samsung. It explains on how Samsung moved from a copycat brand to a product leader. In this case based report, the importance of concepts, like, customer-centred, team-based and systematic efforts were explained for developing new products successfully. The concept of “Product Life Cycle” is explained, and then the concept is related to the product life cycle of Samsung. At the end, the case report is concluded with the brief conclusion of the concepts required.

Discussion

To what extent do you think Samsung has moved from copycat brand to product leader and how was Samsung able to make this change?

Samsung has moved from a copycat brand to a product leader to much extent. It is cited quite obvious in the case that Samsung used to make discounted products like; calculators and black & white televisions from 1969 to the mid 1990s. Today Samsung is leading the electronics market in their production of revolutionary television models. Today, Samsung has become the world's largest television manufacturer and second largest mobile manufacturer of the world. Samsung has achieved its superior goals in less than two decades. The company had revenues of 117 billion dollars in 2009, which had profit of 8.3 billion dollars. Samsung was crowned as the fastest growing company of the world by Interbrand for the period of five years. In the list of Interbrand of the most valuable businesses of the world, Samsung stood on number 17. Fast Company and Business Week have recently placed Samsung on top in the list of most innovative companies. Samsung has got eight awards at International Design Excellence Awards (IDEA), on the basis of their design abilities. Samsung has moved from the dumb phones to smart phones technology that is a big achievement for them. So, it is quite obvious that Samsung has moved from a copycat brand to the product leader.

Samsung was able to make this big change by means of applying new management strategy. This according to the CEO of Samsung Mr. Lee was a top to bottom strategy for the company. In this new management strategy, Mr. Lee took the company in a striving direction. Mr. Lee wanted Samsung to become a leader brand that would overwhelm Sony. This was done exactly by bringing some changes in their distribution strategy and by hiring fresh designers. Fresh designers initiated a stream of new products that were not usual routine products. These products were glossy that targeted the high-end users, which the Samsung called the “lifestyle works of art”. According to that strategy the product was to be passed through ...
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