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SAMSUNG

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by

Heila Tebib

on 2 November 2014

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Transcript of SAMSUNG

SAMSUNG
Introduction to the field, topic, company, product, market
Markets
: from smartphones to life-insurance
Company's growth

Introduction to the field, topic, company, product, market
Competitors
Marketing
: strategies
Introduction to the field, topic, company, product, market
Mission
Strengths
Weaknesses
Introduction to the field, topic, company, product, market
About the
development
Main issue encountered in the case
Huge challenges
Credibility
Competition
New strategies
Summary of the case
Samsung group
: beginnings and global position
Lee Kun-hee
's strategy : the
New management

Successful revenues
Innovative thinking
Mabuljungje and the non-stop concept
From gallop to run
1) How was Samsung able to go from copycat brand to product leader ?
Samsung electronics
Cheap and low quality product
High-end market mostly led by Sony
Become a premier brand and dethrone Sony
1) How was Samsung able to go from copycat brand to product leader ?
"New Management"
New young designers
"Wow!"
test
Abandon low-end distributors
Build strong relationship with specialty retailers
1) How was Samsung able to go from copycat brand to product leader ?
Reaching the goal
Keeping renew itself
"New Management"
now old
"Mabuljungje"
(horse that does not stop)
Replace its products as they become obsolete
2) Is Samsung's product development process customer centered ? Team based ? Systematic ?
Customer centered ?
Cheap products first : make discover electronics to every social class
Concurrence then : "The New Management" to become leader
Always the same goal : to flood the market
2) Is Samsung's product development process customer centered ? Team based ? Systematic ?
Team based ?
Paternalist firm
A low PDI, whereas Asia is a high PDI continent
2) Is Samsung's product development process customer centered ? Team based ? Systematic ?
Systematic ?
"Now is not time to be complacent but a time to run"
Always the same circle : innovate, design and sell
3) Based on the PLC, what challenges does Samsung face in managing its high tech products ?
New products launched
Samsung S
Product interactivity
Objectives :
Double market share
Maintain leading position
3) Based on the PLC, what challenges does Samsung face in managing its high tech products ?
Product life cycle
1) Product development
2) Introduction
3) Growth stage
4) Maturity stage
5) Decline stage
3) Based on the PLC, what challenges does Samsung face in managing its high tech products ?
Product development
Samsung S :
Already taken cared of
Product interactivity :
A lot of investment vs convince stakeholders
Sales=zero=revenue

3) Based on the PLC, what challenges does Samsung face in managing its high tech products ?
Introduction
Both products are the same now-both are innovations
First launching of the product ( should move quickly )
Problem : promotion costs
Challenge : revenue =very low - have faith
3) Based on the PLC, what challenges does Samsung face in managing its high tech products ?
Growth stage
Sales = increasing quickly
Promotion costs= kept constant
Profits= high
Problem : Competitors
Challenge : improve the product or not ?
3) Based on the PLC, what challenges does Samsung face in managing its high tech products ?
Maturity stage
Starts : when sales' growth starts to decrease
Problem: competitors are changing prices, increasing advertising campaigns and improving their products
Challenge : let the PLC continue vs take action
Take action= modify market, modify the product, modify marketing mix
3) Based on the PLC, what challenges does Samsung face in managing its high tech products ?
Decline stage
Starts : sales= zero
Challenge :
technological advances-may become obsolete
continue producing vs R&D of new product
4) Will Samsung likely achieve its goals in markets where it doesn't dominate, such as smartphones ? Why or why not ?
Samsung objectives : enter the Smartphone market-more profitable

Problem : main competitor Apple
4) Will Samsung likely achieve its goals in markets where it doesn't dominate, such as smartphones ? Why or why not ?
Competitive advantage
Apple :
Launched first iPhone in 2007( two years ahead )
Launched second iPhone in 2008 ( 3G )
However
Samsung is catching up
4) Will Samsung likely achieve its goals in markets where it doesn't dominate, such as smartphones ? Why or why not ?
Samsung
Objective : become market leader
Problem: new releases by Apple vs new releases by Samsung
New releases = new models, new updates, new innovations
4) Will Samsung likely achieve its goals in markets where it doesn't dominate, such as smartphones ? Why or why not ?
Conclusion
Competitive advantage by Apple ( entered the Smartphone market before )
Samsung has been catching up ( Samsung has potential )
Innovations and update have to be more precise in order to avoid losing customers ( losing market share )
In the long run = Samsung should achieve its goals and become one of the leaders in the smartphone market
Thank you for your attention !
Team 3
Full transcript