Category: Samsung

Samsung Company: How To Destroy The Reputation In A Minute

One of the largest phone companies in the world would be Samsung, based in South Korea, Samsung has a large range of electronics which not only includes mobile phones but household devices and other digital media devices. In the 2000s Samsung created the smartphone series, which became its most successful product. It continuously topped the lists for best-selling smartphones. In 2006 their televisions became more popular however again in 2010 they increased their merchandise to tablets and with that came the Galaxy tablet.

The newest phone on the market in the year 2016 was the Samsung Galaxy Note 7, known for its larger screen, improved design with additional features, and stylus smart pen for writing, note-taking, and is even waterproof. On August 3rd people could pre-order the phone and they would be given exclusive bundles in addition to the phone. By August 19th the Galaxy note 7 was predicted to break sales as they have done previously for the phone’s cousin the Samsung s7 in comparison to apple. By August 24th there was an alarming number of reports that came from customers that have bought the phone. Only 6 days after it was first released Samsung put out an official statement about the cases that were brought up regarding the defective battery and ended sales for the galaxy note. However, on a different report, it was said that customers would be able to get a galaxy 7 in replacement for their galaxy note. The increase of defective batteries increased worldwide and Samsung struggled to recall all phones. Within a week Samsung told customers to shut down their phones for the fear of them exploding and were told to get in touch with Samsung to gain a new phone. As a result of these battery failures, Samsung faced a huge threat to its corporate image. Samsung was anticipated to sell around 14 million devices but instead, they were replacing the phone’s batteries and therefore lost around 17 billion in market share. While Samsung was losing the battle with their phones, other companies such as Apple and Google pixel were getting more and more customers. It has been over two years and Samsung has brought out several other phones and has recovered from their blunder.

It takes years for a brand or company to build a good reputation or trust with its consumers. But it only takes seconds to minutes for that reputation to be destroyed. Such instances would be a crisis, which would be unforeseen and disturbs the peace and trust that the company has built over the years. Crisis communications have is essential for companies to maintain their public image. Working fast and appropriately addressing the crisis is one of the things that make a good company. The successful use of crisis communication can repair the damage that has been done. In order to gain back the trust of the consumers, the company needs to act fast, take responsibility, and respond in a manner that will help the consumers.

Recalling all the phones was not the first step that Samsung took, users that had bought the phone tried to reach out to Samsung via social media however failed to get any attention regarding the matter. Putting these complaints on a platform where everyone could see it gave others who were not involved to also help and try to get Samsung’s attention. Soon Samsung gained a stream of updates regarding the battery and took their first step into assisting the public. Though because they sat back and did nothing when the issue first arose and continued to sell the phones. Their hesitancy made their consumers not trust them and was unsure as to whether they should rely on a Samsung brand. The media watched how Samsung addressed the issue and kept speculating as to what went wrong. This issue was on print and social media as well as news releases to warn the public of the situation on hand. While on the other side the public relations teams for Samsung were online trying to help any customers that needed assistance. The media kept pressuring Samsung to find out where they went wrong and Samsung had an obligation to fulfill and need to discover what happened. Samsung used traditional and social media as their main platforms to address this crisis. While sales are now better some customers still vary to the brand because of their lack of communication from the Galaxy Note 7. The president of Samsung was vague when addressing the issue, while they still beat apple in the U.S. market in 2017, the company still suffers a damaged reputation because of how long it took them to take the phone off the market. Every company or organization should have a crisis communication plan because you never know when a crisis can happen therefore having a designated team or person to address the issue will help when a crisis strikes. Steps need to be taken immediately in order to make sure the crisis doesn’t expand and create more of a mess. Effective communication is key to make a business work. Though in Samsung’s case they needed mass communication from their consumers in order for them to finally come out and address their issue, they ignored the minor audience until more people got involved. If Samsung has prepared a business communicator for this crisis they may have less backlash. If the communicator is vague and isn’t addressing the issue the consumers will lose trust immediately that is what happened with the president of the company when he tried to address the issue. An open letter was published by the president on their website which apologise for the phone and proceeded to talk about their company values and said they were working to find the issue.

“Samsung is fully committed to identifying and addressing the source of the Note7’s battery issue. We have already initiated investigations with independent third-party experts to carefully revisit every aspect of the device, including the battery, hardware and software, and manufacturing processes. Once available, we will transparently share our findings.”

The crisis was dragged on for several months as Samsung tried to get back the defective Samsung phones but after they took some crisis action the company communicated with their audience in order to recall the phones, while they received more assorted reviews for their techniques they were still successful and the company was able to get back to how they were. Samsung did communicate with the public and tried to constantly give updates as to where they were regarding the phone. They were unable to reach the 4% of consumers that still had a phone. They had a link on their main page to recall all phones and they also put all their newsroom releases for anyone to view. As a company, they were transparent with their actions to correct the mess and take responsibility. In order for them to be clear, a constant voice must be displayed worldwide through their media channels and company statements, controlling what is being said is important and is an influential feature for a crisis. But Samsung failed to create a voice that would be used everywhere. While they did create a voice to warn U.S. residents, the rest of the world was at a loss and the communication teams within Samsung were struggling to create the same voice that they did within the U.S. While it was all being felt with the president was in contact with media, globally the market felt their issues weren’t being addressed.

It took Samsung a while to get back on track after all the recalls. They still needed to gain trust back and explain to their consumers what exactly went wrong with their product and that is what they continued to do. After they tracked down most phones the president for mobile communications for Samsung electronics, Koh Dong-Jin said this

“Technology innovation is important to Samsung, but our customer’s safety is more important. We want to reinstate trust in the brand.’ Samsung put more effort into gaining the consumer’s trust and made its brand more inclusive globally. They had to not only gain the trust but also had to do it by launching their newest phone the Samsung 8. Instead of following their brand formula, they went into another direction with more warmed and launched their “Do what you Can’t” tagline which has been a great brand decision. From then they went to forming a team to identify the root of the problem for the S7 so that they can learn from their mistake and apply it to future products. Finally, towards the end of January 2017, Samsung came back, almost 6 months later they gave their consumers an answer as to what went wrong. Koh Ding- jin told the public the battery was definitely to blame because it included an unusually thin lining within the battery. While they faced a significant loss they still took the challenge head-on to try and figure out what exactly happened, they created a new test lab with had 700 researchers and contained 200,000 devices with the defective batteries and attempted to reproduce the cause of the fire. Samsung could have easily dropped the issue after finding out it was just the battery causing the explosions however despite the loss they continued to perceiver and show the public exactly what went wrong through pictures and videos. This goes back to communication and giving the information out to the public so that they are informed as to what went wrong, Samsung knew their audience would not have been happy with a simple statement so they went out of their way to give them the full explanation. In turn, they were rewarded, the sales for the Samsung 8 were better and they exceeded what they were expected to.

Samsung is back on track to how they were before the battery crisis, while some consumers may not trust them they have definitely gained more and more people within two years. Reputation is important for a company to survive and while Samsung lost some of that reputation they gained it along to way to redemption. In order to be effective within the business effective communication and effective management is vital because when you plan ahead for such moments such as this crisis you can overcome it quickly and gain back the minimal amount of trust for example an app called Buffer realized they had a security breach which caused accounts to post out spam messages on Facebook and as soon as they realized this they apologized and handled to the situation immediately, for this they got a great response from the audience. Samsung waited and started addressing the issue; the simple act of waiting is what caused Samsung to fall. Samsung should have had a crisis plan which indicated which steps they needed to take in order to effectively solve this matter. The lack of information didn’t help their case and they also failed to gain an effective spokesperson to speak up for the matter at hand. The U.S. has someone to speak for them but the rest of the world was blind. Mass communication would have helped them communicate with their consumers, while they had social media at their fingertips they failed to use it effectively. Apologizing and owning up to a mistake is important for a business in order to compensate for the negative implications which were caused by the response to the crisis, timing is key and with Samsung’s case, they failed in that aspect because they only put out an apology ad on November of 2016, 4 months after and this was considered Samsung’s official apology. But because it took so long the public was already outrage at them for not taking responsibility for the failure of their products. If Samsung had controlled the narrative within the public and stakeholders it may have cushioned the fall but their strategy for crisis communication failed. However, as the years go by the Samsung continues to rebuild its trust with the consumers but taking full responsibility and acknowledging the failure of the product.

How Samsung Company Treats Its Workers

Samsung produces smart devices such as Tv’s, tablets, smartwatches, phones, desktop computers, headphones, refrigerators, memory devices, and much more. It is based in South Korea and the reason why it’s based there is that the CEO of Samsung Kim KI Nam is Korean and lived in Korea at the time when he started his business and the location never changed. There are 6 manufacturing facilities in 6 countries that produce Samsung’s smartphones. Those countries are Vietnam, China, India, Brazil, Indonesia, and Korea. Each facility produces over 10 million phones each year. In fact, the business produces 270 million phones each year and 50% of the production comes from Vietnam alone.

Many major companies such as this business produce their products in countries that don’t have many human rights laws, so they don’t have to be paying much for the workers’ wages. In Australia, the minimum wage that someone gets receives is $19.50 every hour whereas in the countries that Samsung manufactures the minimum wage is $7 a month.

Every person can work for Samsung whether you are designing the phone, making it, coming up with ideas, getting the materials, and much more. The engineering part of making any product requires a degree but the making of the phone does not. So, depending on what you want to do at the workplace will either require a degree or will not. It is mostly men that are working in most of the sections of Samsung, but they’re still are females working. Gender and doesn’t really matter when it comes to being employed by this company. The main thing is qualifications and what you can do.

Many people have theories about where Samsung gets its raw materials. A lot of people say that the materials come from Indonesia because one-third of the world’s tin is from Indonesia, and there is also a theory that the conditions are harsh, and one person dies every week trying to get the tin from the ground.

There has been an undercover worker that worked for Samsung to see how the workers are being treated. And unfortunately, there wasn’t much good news for them. Apparently, the workers only got paid the minimum amount of what the law has set. The workers were also placed in apartments close to the factory and weren’t allowed to leave only for valid reasons.

Samsung alone produces about 270 million phones a year and the other major companies produce even more phones every year, so that requires a lot of raw materials such as tin. The total amount of phones produced yearly (so, every company in the world) is 1.5 billion phones, so that is draining the earth a lot.

Something that many people wonder about and hasn’t found out is where major smartphone companies get their raw materials from. No one from the outside of Samsung knows where the materials are from and is a huge secret kept for decades.

Every year Samsung gives 5 million dollars to high schools to give students scholarships. There are also girl clubs that help empower and encourage young girls. The company also gives 3 million dollars to children’s research hospitals a team also gets flown to Africa to help the people in Africa whether it’s to build a well, assist medically or give food. Cleaning up the areas around the factories or headquarters is something that is encouraged for the workers to participate in occasionally.

Samsung Group: Largest Producers Of Electronic Devices In The World

Samsung Group is a South Korean multinational conglomerate founded on 1 March 1938 (Samsung US, 2020). The business philosophy of Samsung is to devote their talent and technology to creating superior products and services to contribute to a better society. This statement would indicate that the purpose of Samsung is to create products and services that are of high quality and would ensure customer satisfaction. The company also aims that this product and services will be able to contribute to society so that each person is living a rich life. The company also aims to retain the 1st position in the world.

Samsung has three business areas: consumer electronics, IT & Mobile Communications, and Device Solutions. Consumer electronics include home appliances as well as health & medical equipment. In 2006, Samsung won the top global market share in this division (Samsung US, 2020). IT & Mobile Communications involves mobile devices, wearable devices, tablets, and personal computers. Samsung is the number one smartphone company in the world (Statista, 2020). The company aims to retain its market leadership through innovation. Device solutions refer to the internal parts of a whole range of electronic devices. The company ensures that these parts are high quality to provide maximized performance, reliability, and longevity.

Organizational Structure

The organizational structure of Samsung is designed in order to promote technological innovation. The current corporate structure of the company also reflects the evolution of the company from a small trading firm to a diverse multinational corporation. Because of the structure of the company, it enabled Samsung to have effective market penetration as well as market development strategies.

Samsung has a product-type divisional organizational structure with a minor characteristic of geographical groupings. In this structure, the product categories are the basis in determining the resources and business operations that would belong to a specific division. In each division, there are different departments of production, distribution, and marketing, and sales. Currently, there are five divisions that represent the different product categories of the company:

• personal and industrial appliances;
• smartphones and gadgets;
• software and hardware solutions;
• the management of the company;
• research and development.

The corporate structure also emphasizes technological innovation. This organizational structure is also flexible because Samsung may add, merge, or remove divisions depending on the business needs as well as the development of the organization. Samsung still implements a centralized hierarchy over the different product-type and geographic divisions.

Samsung also uses geographical divisions. There are different geographical divisions such as Samsung Singapore, Samsung Taiwan, Samsung Philippines, and many others. The geographical divisions also follow the product-type division, which is the main characteristic of the corporate structure of the organization. For example, Samsung Electronics Singapore is a geographical division under Samsung Electronics, which is a product-type division.

A divisional organizational structure has advantages and disadvantages. The advantages of this structure include extensive support for product development, contextualized strategies, and streamlined operations. Samsung’s organizational structure provides the advantage of extensive support for product development because of the product-type divisions. Each product-type division can focus on its specialization in order to ensure technological innovation. Another advantage is contextualized strategies. This corporate structure provides flexibility to the organization that they can adjust their strategies as well as operations in order to meet the needs of the market. For instance, since they have geographical divisions, Samsung can modify the marketing strategies in each country in order to attract the local people. The effect of the streamlined operations is that Samsung has been able to keep its competitive advantage against their competitors such as Apple, Sony, Lenovo, and many others. Because the divisions are separate, even if they belong to the same company, if there is negative publicity about a specific division, the other divisions are not too affected. For instance, during the Note 7 explosion incidents, the other divisions were not too affected that their sales also declined as much as the smartphone division’s sales did.

Samsung’s organizational structure has the disadvantage of the product-based divisions having limited autonomy. There is a centralized hierarchy within the company that means each division still needs to follow the directives of the top management in the Seoul headquarters. Another disadvantage is the challenge of expanding into different markets given the priority for the product-type division as opposed to the geographical divisions. The duplicity of functions across the different divisions may also be a disadvantage. However, Samsung has managed to ensure that the drawbacks of their organizational structure will not affect the whole company as much as possible.

Samsung Case study

There has been a decline in the sales of smartphones. Samsung stated that one of the reasons for the decline in the sales of smartphones is because the smartphone market is already saturated as there are a lot of smartphone companies already. Some of the companies that compete with Samsung are Huawei, Lenovo, Apple, LG, Huawei, and many more. In addition, there is also stiff competition from Chinese smartphone companies that are offering similar innovative devices, but at a cheaper price.

Chief Koh of Samsung stated that there are a lot of young Millennials who cannot afford to buy premium phones but still want innovative products. As such, Samsung aims to counter the declining sales by boosting the technology of its mid-range phones. The new and advanced technology used to be reserved for the premium smartphones of the brand. In the new strategy, the company will put their advanced technology to the other range of smartphones in their company. For instance, the Galaxy A series will have improved features such as more cameras but will remain affordable to the public.

Samsung also aims to be able to continue providing premium innovative smartphones. During the time that the article was published, Samsung was working on the first foldable phone, which will be introduced as Galaxy Fold. Another strategy is to invest in the production of devices that are compatible with 5-G. The 5-G technology promises to link every device at faster speeds compared to how they are connected currently.

Among the different dimensions of organizational culture, the most appropriate one to be used in the long-term plan of Samsung in the context of declining sales would be innovation. Samsung needs to ensure that the organizational culture promotes innovation. When employees perceive positive innovative culture in the organization, they are more likely to show innovative behavior, which will further improve innovation in the workplace (Lukoto & Chan, 2016). The employees will also more likely demonstrate innovative behavior in the different stages of the innovative process such as opportunity exploration, idea generation, idea championing, and idea realization (Lukoto & Chan, 2016). Innovation will be the one that will determine the success of Samsung in the current context as well as in the future. Samsung needs to ensure that they provide innovative products and services so that they will remain relevant to the needs of their consumers as well as be able to contribute to the betterment of society.

Problem

The structured problem refers to problems where it can be solved by following instructions while the unstructured problem refers to problems where it cannot be solved by the structured decision-making process. Given the context in the case study, Samsung is facing an unstructured problem with the decline in its smartphone sales. While there is data that can show the trends of the sales of Samsung and research about the reasons for the decline in sales, the problem is still unstructured. There are no specific instructions on how Samsung can resolve the problem because it involves a lot of internal and external factors. Samsung must make unstructured decisions in which the company has to provide judgment, evaluation, and insights into the problem definition to be able to resolve the problem.

An example of a common structured problem that Samsung could possibly face would be the negative backlash against their products. In the past, Samsung has been involved in a controversy with the Galaxy Note 7. Because of what they learned about the Note 7 crisis, they can be able to solve issues within their quality control as well as public relations issues. Samsung may have learned how to handle any crisis as well as the backlash against their products.

Decision-making style

Based on the statement of Mr. Koh, he follows a directive decision-making style. This type of decision-maker works out the pros and cons of the situation based on what they already know.

Directive decision-makers are rational and have a low tolerance for ambiguity. The decisions of this type of people are rooted in knowledge, experience, and rationale. A directive decision-maker uses his or her own knowledge and experience in order to determine the best option. Similarly, Mr. Koh is aware that he can learn from the other competitors; however, he still knows that he knows what is best for the company based on his knowledge and experience. Mr. Koh mentioned that Samsung has its own roadmap and it will not just change its roadmap because of competition in the industry. Mr. Koh slightly deviates from the typical rational decision-maker because usually, these people do not go to others for more information. Mr. Koh noted that there are things that Samsung could learn from other companies. However, in the end, Samsung still has its own roadmap.

Rational Decision-Making Process

The first step to make a rational decision is to identify and describe the problem. It is important to define the current state and the desired states. The current state of Samsung is have declining state. The desired state is to retain the position of being a market leader at the same time regain its strength in terms of the number of sales of smartphones.

The second step in the decision-making process would be to identify the decision criteria. In the current context, the decision criteria would include a number of sales, innovative products, innovative services, innovative culture, marketing and sales strategies, the position of the company in the market, and company reputation.

The third step would be weighing the established criteria. It is important to provide weight to the established criteria. There are some criteria that are more important than the others. The criteria that would have more weight than the others given the current problem would be a number of sales, innovative products, marketing, and sales strategies.

The fourth step would be to generate a list of alternatives. It is important to list down all the possible alternatives as much as possible in order to arrive at an effective solution. The more alternatives, the greater the possibility of getting the most effective solution. Samsung should conduct research as well as gather feedback from their employees and their customers to be able to gather alternatives.

The fifth step would be to evaluate the alternatives based on the criteria in Step 2. This may take a long time depending on the number of alternatives generated in Step 4. Samsung decision-makers could use a table in order to compute for the option that would best represent the

Leadership Qualities

The leadership qualities that Mr. Koh must possess in order to successfully transform Samsung to regain its position of strength would be being an excellent communicator and being an enabler of innovation in the company. An effective leader is an excellent communicator. Mr. Koh must be able to communicate to the employees from all the divisions of Samsung about the vision of the company and to promote a shared vision throughout the company. Mr. Koh also needs to establish two-way communication with the customers. Samsung needs to have a conversation with the customers regarding the products and services of Samsung. This will also improve the reputation of the company. Above all, Samsung must be able to communicate to society about what the company wants to contribute to society.

Another quality is to be able to promote innovation within the company. Mr. Koh needs to be a leader that creates an innovative organizational culture to promote the creativity and innovativeness of the employees. An innovative company can retain creative employees as well as develop relationships with the customers (Taylor et al., 2019).

Samsung and Its Story Of Achieving Success Through Innovation

Samsung, the brand which doesn’t require an introduction in the modern era has started its journey from making cheap electronic gadgets (calculator, black &white T.V) in the early ’90s.However, today it’s the leading manufacturer for the mad finishing models in the television industry. You name it and they have it, in other words, they made a drastic change in the industry not only in the Television sector but also in the majority of the home appliances. In addition, the South Korean leading firm owns the largest insurance company in Korea.

Samsung adopted a complete top to bottom approach. Lee Byung-Chull, the new chairman has redefined the goals of the organization in order to achieve the tag of number one manufacturing firm for electronic goods by beating Sony, the then industry leader. Firstly, Samsung focused on the size as well as the design for the products, and to do this, the company has hired a number of young designers. The Key result areas were set to make a product that is bold and fine and the target market was the premium consumers.

All the products had to go through a “Wow test” which is nothing but certification from the end user whether or not the design has been able to draw the attention of the consumer. The products with a positive comment were launched to the market whereas the latter was sent back again to the design studio. Not only the companies targeting even the positioning was accurate enough to match up with the speed. The company has refused to build a limited relationship instead it tried to maintain a strong bond with all the distributors. In less than two decades Samsung has achieved a revenue of $117billion.

Samsung introduced a variety of new products. Samsung became more than just an electronic firm and it was now the only firm that came up with hundreds of new products with their exciting features. Samsung understood that to sustain itself in the market one needs to extend the product line as it will create value for customers, an interested customer would always look for a better product with excellent features but an affordable price indeed. Samsung did analyze this strategy with no delays. The consequences were easily predictable, the existing products have beaten the competitors while the new product has generated additional revenues for the company. Thus company repeated this process of new product development and emerged with excellent new products like Samsung Luxia LED with the thickest glass, Samsung Y3-Sp2 an mp3 player with its astonishing colors. All the products were launched to show a new innovation to the industry example the Ecofit monitor was mainly designed so that the consumer felt that it was floating in the air. In the same way, the mp3 player was made that friendly to be used by an old grandmother. Hereafter Samsung was no more a company that produces only cheap gadgets instead it has crowned itself in the industry. The galaxy models became the game-changer for the company by which the company has earned double the profit. Though the market was competitive the competitors could do nothing against the top Galaxy model with all the modern web facilities like E-book, Reader, and a high definition camera. Samsung has never followed any positioning strategy which we could see as the reason for going to the remotest village.

Samsung the global leader for electronic goods steps towards continuous improvement. Each firm has to its maturity stage and Samsung has stepped into that. We all know that all the products have to pass through four stages known as introduction, growth, maturity, and decline.

1. Introduction: This stage product has been just launched it never thinks of picking the peak rather this stage company has to bear the maximum cost for launching and market testing. In the above text, we saw it when Samsung did come with the idea of big-screen smartphones in order to tackle Apple and also it introduced smartphones which enable the user to connect it with their Televisions;
2. Growth: Samsung had noticed high profit in all the sectors and many of the magazines put Samsung top on their list. In addition to that Samsung has also been awarded the best design-oriented firm. However, Samsung achieved its peak while practicing all the preplanned strategies;
3. Maturity: The giant conglomerate has accepted that though it has climbed a remarkable success it is no more new to the consumers. Therefore, the management has invested a huge amount of money for the Research team to discover new outcomes. The company has had come up with enjoying features like T.v connector smartphones, big LED displays with sharper colors and beautiful displays. Not only that Samsung made a boom in the television industry what made all the cable operators rethink the services they provided;
4. Decline: This is the stage where the sales are likely to fall, the consumers are no more interested in the same product, therefore, switched to the competitor’s product. Here we did see Samsung has wonderfully held to its customers. The main strategy was spending a lot in R&D labs. The company admitted that there is no big deal of being a so-called leader rather it opted for new product development and maintain its position in the market.

In, conclusion Samsung is really an innovator in the field of electronic goods, and in spite of its great achievements, it is continuously developing because of its innovative thinking and continuous modification of the product. The South Korean firm uses the tagline “Next is What”.

The Analysis of Samsung Marketing Strategy

Marketing strategy is a long-term, forward-looking approach to planning with the fundamental goal of achieving a sustainable competitive advantage. Scholars continue to debate the precise meaning of marketing strategy. Consequently, the literature offers many different definitions. On close examination, however, these definitions appear to centre around the notion that strategy refers to a broad statement of what is to be achieved.

Strategic planning involves an analysis of the company’s strategic initial situation prior to the formulation, evaluation and selection of market-oriented competitive position that contributes to the company’s goals and marketing objectives.

What are the four fundamentals of marketing strategy?

The marketing mix is a crucial tool to help understand what the product or service can offer and how to plan for a successful product offering. The marketing mix is most commonly executed through the 4 P’s of marketing: Price, Product, Promotion, and Place. Carefully considering the marketing mix will enable a business to understand how it can differentiate its product or service and thus build a marketing strategy to drive sales.

Marketing management versus marketing strategy

The distinction between “strategic” and “managerial” marketing is used to distinguish ‘two phases having different goals and based on different conceptual tools. Strategic marketing concerns the choice of policies aiming at improving the competitive position of the firm, taking account of challenges and opportunities proposed by the competitive environment. On the other hand, managerial marketing is focused on the implementation of specific targets.’ Marketing strategy is about ‘lofty visions translated into less lofty and practical goals is where we start to get our hands dirty and make plans for things to happen.’ Marketing strategy is sometimes called higher order planning because it sets out the broad direction and provides guidance and structure for the marketing program.

Brief history of strategic marketing

Marketing scholars have suggested that strategic marketing arose in the late 1970s and its origins can be understood in terms of a distinct evolutionary path:

Strategic marketing planning: An overview

Marketing strategy involves mapping out the company’s direction for the forthcoming planning period, whether that be three, five or ten years. It involves undertaking a 360° review of the firm and its operating environment with a view to identifying new business opportunities that the firm could potentially leverage for competitive advantage. Strategic planning may also reveal market threats that the firm may need to consider for long-term sustainability. Strategic planning makes no assumptions about the firm continuing to offer the same products to the same customers into the future. Instead, it is concerned with identifying the business opportunities that are likely to be successful and evaluates the firm’s capacity to leverage such opportunities. It seeks to identify the strategic gap; that is the difference between where a firm is currently situated and where it should be situated for sustainable, long-term growth.

Samsung’s has the greatest exhibiting spending plan in the test and this reality for the most part explains the organization position of the business to the extent bit of the pie. Samsung spent an entirety of USD10.2 billion (11.5 trillion won) on publicizing in 2016 alone. This included USD3.9 billion (4.4 trillion won) toward promotions, a 15% extension from 2015[1]. Samsung displaying framework consolidates various kinds of advancing, events and experiences, publicizing, direct exhibiting and individual selling as analyzed further underneath in more nuances. The worldwide equipment association has 53 overall arrangements bases far and wide.

Samsung exhibiting strategy relies upon the going with norms:

Samsung 7ps of exhibiting places progressively unmistakable emphasis on thing segment of the publicizing mix, appeared differently in relation to various segments, for instance, method, people and physical confirmation. Specifically, with 34 R&D centers worldwide and 53 overall creation bases, the worldwide equipment association attempts to ensure the constant pipeline of new things with innovative features and capacities.

• Samsung division concentrating on and arranging framework facilitates multi-segment, imitative and eager arranging systems.
• Samsung division focusing on and situating system coordinates multi-section, imitative and expectant situating procedures.

Samsung showcasing interchanges technique, as it is represented in figure underneath, contains two stages and each progression includes a lot of independent exercises. It must be noticed that lawful survey as a significant component of promoting correspondence process is available in the two stages – creation and execution. This is on the grounds that disregarding legitimate ramifications related with the advancement and conveyance of showcasing correspondence messages can make extensive harm the brand picture with extreme monetary ramifications.

Samsung Electronics advertising correspondence process

Samsung Group Report contains a full assessment of Samsung advancing strategy. The report shows the utilization of the major explanatory essential structures in business concentrates, for instance, SWOT, PESTEL, Porter’s Five Forces, Value Chain assessment and McKinsey 7S Model on Samsung. What’s more, the report contains examinations of Samsung activity, progressive structure and definitive culture. The report in like manner contains discussions of Samsung business system and addresses issues of corporate social commitment.

Marketing Mix of Samsung analysis the brand/company which covers 4Ps (product, price, place and promotion} and clarifies the Samsung showcasing procedure. The essay explains the estimating, publicizing & dissemination techniques utilized by the company. Let us begin the Samsung Promoting Mix: Product:

Product

The product strategy and blend in Samsung showcasing methodology can be clarified as follows: Samsung contributes a parcel in investigate and advancement to convey the most excellent items to its clients. Samsung offers a wide run of items in several item categories. The different offerings come beneath the items of Samsung showcasing blend. The items can be classified into five categories and they are: Mobile gadgets- Smartphones like Samsung System arrangement, Tablets, Wearables, Other Phones, Accessories Samsung Domestic Machines- Fridges, Washing Machines, Cooking apparatuses, Discuss conditioners, Vacuum cleaners TV/AV – Samsung Tv, Sound and Video, Accessories Information Innovation – Printer

Price

The following is the valuing procedure in Samsung promoting system:

• Samsung is a market chief in advanced cells and is a predominant player in advertise for home machines. It utilizes two evaluating plans which are:
• Skimming Price – Samsung utilizes skimming value arrangement. For example, when Samsung dispatches new items with various variations of capacity limit, it costs the item higher. Be that as it may, when different contenders dispatch a cell phone with indistinguishable highlights, Samsung brings down the cost and effectively forestalls the decrease of its piece of the pie because of the dispatch of the contender.
• Serious Pricing – This valuing procedure is a piece of Samsung showcasing technique. Samsung has not prevailing with regards to turning into the pioneer in other item classifications. Samsung is a dependable brand, however in the ‘house apparatuses’ item class, it hasn’t outperformed LG yet. To forestall the flanking assaults from its rivals in the market it’s fundamental for Samsung to utilize serious evaluating. Additionally, Samsung is a not a first mover in these item classifications and in this way, it needs to shield its situation in the market. All these assistance in understanding the evaluating procedure in the Samsung promoting blend.

Following is the dissemination procedure of Samsung

Samsung sells straightforwardly to the retailers and administration vendors. Also, because of this system, just assistance sellers are liable for the corporate deals. Retailers managing in innovation by and large need to incorporate Samsung in their contributions, in light of the brand being world-renowned. The circulation is the quality for Samsung. Samsung additionally disperses its items utilizing a solitary appropriation organization in a specific area that further conveys the items to different areas.

Promotion

The limited time and promoting system in the Samsung showcasing methodology is as per the following:

Advancement is a solid column in the promoting blend of the organization. Samsung accepts that publicizing the best type of advancement to draw in potential shoppers and position the brand. Samsung advances new items utilizing papers and computerized media. To exploit the enormous number of devotees of famous people, the brand has welcomed numerous VIPs to be the brand ministers and advance the item. Huge bulletin, storing and banners are set up on expressways.

Other than publicizing, Samsung additionally utilizes diverse special strategies to make clients purchase the item. Samsung is for the most part renowned for its item quality and client experience, yet Samsung is additionally known for being a mammoth in supporting occasions. Samsung likewise supports significant occasions. Samsung offers overwhelming limits during national celebrations. This finishes up the Samsung showcasing blend investigation.

As we all know the has been a major conflict between the two big major phone company which are apple vs sumsung

At the starting points of the contention

The fight in court between the two monsters of the versatile market has been the beginning stage for a squabble that has just expanded throughout the years and item dispatches. Apple blamed the South Korean organization for literary theft. In fact, ‘the Galaxy S2 looked an excess of like the iPhone 4’ and the ‘World Tab was outwardly like the iPad’. Apple additionally blamed him for having duplicated a ton of highlights and route strategies. At that point started a genuine patent war wherein Apple has for some time been fruitful. The two organizations have attempted more than once to agree, without much of any result. This lawful battle isn’t slanted to close rapidly.

Sometime after the episode of threats, Samsung initiated its promoting procedure to feature the primary shortcomings of its California rival. Direct correlations, amusing winks, inconspicuous commitments or addressing of Apple’s image picture, Samsung has aced the denigration of his opponent and doesn’t spare a moment to maltreatment in every one of its ads.

An alternate yet powerful advertising methodology

Apple is esteemed for its plan, a fundamental belief of the organization. The atmosphere of Steve Jobs despite everything hangs in the brand universe presenting a thought of love. The notoriety of Apple as it is today depending on the longing technique that it sets up at every item dispatch. The situating of Mac once framed by Jobs, despite everything procures its natural products today. The organization develops the mystery and keeps up the devotion of its supporters, in every case increasingly various to line up before the Apple Store. Long pioneer in the cell phone showcase since the iPhone, Apple has been deposed by Samsung. The arrival of the Galaxy S3 denoted this hole and the American brand needed to decrease the creation of the iPhone 5.

In examination, Samsung’s promoting procedure is intense and ground-breaking. Worldwide promoting, the utilization of extraordinary and horrendously costly banners or high effect varying media crusades; the brand needs to be believed to turn into a pioneer. In 2013, almost $ 14 billion was spent on promoting and publicizing, enough to put your eyes on it.

Samsung is depending on showcasing when Apple plays every one of its cards on the plan of its items.

Its forceful showcasing has empowered it to become world pioneer and increase the biggest number of pieces of the overall industry. From the earliest starting point, the brand stood apart with moderately low costs for cell phones with capacities equivalent to those of the opposite side. With a wide range, Samsung gadgets are increasingly appealing to geeks pulled in by open source, simple customization of portable, creative highlights and specialized capacities. Ongoing cell phones and tablets of the brand are currently situated on the very good quality. The brand situating of Samsung has been with the end goal that it has something for everybody which wide exhibit of items.

Samsung, lord of relative publicizing

Relative publicizing is intricate to execute and can be hazardous for the individuals who use it. Planning a promotion in which one straightforwardly handles the contender is twofold edged in light of the fact that the message passed on can be confounded. Samsung has aced the subject by propelling never-ending attacks against Apple.

We recollect the promoting looking at the highlights of the iPhone 5 to those of the Galaxy S3 (else it is here). The motto ‘ It doesn’t take a virtuoso ‘ was obviously alluding to the Genius, specialists of the Apple Store. Notwithstanding the screen of the iPhone wilfully quenched, its rundown of highlights was a lot shorter than that of the Galaxy S3.

Will follow a progression of sharp assaults despite everything dependent on the correlation between the specialized abilities of Apple and Samsung items. Among every one of these recordings, we have chosen those whose joke is unpretentious.

In conclusion

Samsung has made parcel of fascination among clients during a year ago’s and these days additionally by utilizing distinctive showcasing procedures. The principle objective of CEOs is to drive their image to overall which shows that Samsung have great administration of and aim to recognize their image to worldwide whiles improve and build up the items among to premium quality with primary contender is Sony. The promoting techniques help to add to be a decent brand picture, for example, to support in Olympic game; including, item situation in the film. Samsung worried to the natural and propelled the items that are eco-accommodating.

The Rise of Samsung: Why it’s Bigger than you Think

This is OOCL Hong Kong, the largest container ship ever built, with a length of 400 (399.87)meters and width of almost 60 meters (58.80M), it can carry 21,413 20 foot-long containers.In comparison, Boeing 747-8 is just 78 meters long and it’s the world’s longest passengerplane. And this ship is built By Samsung, the exactsame company that’s competing with Apple to dom inate smartphone industry. Even if theyare lucking behind recently. For many of us Samsung is just another techcompany that’s trying to catch Apple but in truth its much bigger than that.In fact, your phone X couldn’t be made without the help of Samsung, these two companies mightwage a war against each other in public, but they work together behind the scenes.

Samsung has pretty much a monopoly when it comes to OLED screens so Apple has no otheroption but to turn to Samsung to provide its iPhone with those screens.The reason your iPhone price went up in recent years is that Samsung knows that they arethe only one who can fill apples gigantic demand. So they set the price.A 110 Dollars out of every iPhone X sold goes directly into Samsungs pocket.The company is soo big that it accounts for 17 percent of South Koreas total GDP.In this video, we are going to dive deep and figure out, why Samsung is building tanks,why on earth are they manufacturing fighter jets.But before we get into the details, and answer all these questions we have to take a quicklook at the history. HistoryIn 1938, Right before the world decided to tear up apart each other into something thatlater was named as World War 2, a guy named Lee Byung Chul founded Samsung, and back thenit had nothing to do with electronics at all.

The company was simply selling noodles, fishand locally grown groceries. Who could have imagined that it would growto a multinational conglomerate? Especially then the Korean war broke up and almost putan end to the dreams and hopes of this fresh startup.However, Wars aren’t always bad for business and the Korean war turned out to be more ofan opportunity than an obstacle and Lee Byung Chul couldn’t let that slip away.The country was devastating, Americans on one side and the soviets on another, and theKorean people were the victims in the middle, the famine broke and most businesses weredestroyed by the war.So Samsung jumped in and took advantage of the situation and established itself as aleader in a wide range of industries. They started their line of insurance, forexample, retail, security, you name it!But where did they take the money from when the country was broken.

Well After the war,the United States pumped billions of dollars into the South Korean Economy and since LeeByung Chul had close ties with the government, he secured a great chunk of that investment.the company was growing at an unprecedented speed, in the late 1960s, it was time to getinto electronics and their first product was a black and white television set, which atthat time was a huge success, they have sold up to 10 million of them. that led them toget into other electronic markets such as telecommunication and build their first telephonemanufacturing systems that would lay the ground for their future smartphones decades later.By 1990s, Samsung was rising as an international conglomerate. Its construction branch wasawarded a contract to build Petronas towers, Burj Khalifa, the current tallest tower inthe world.However that wasn’t what made them so successful.Their major strength came from pouring billions of dollars into research and development tomanufacture electronic components. By 1992, they became the largest chipmaker in the worldright after Intel, ten years later, the company became the world’s largest manufacturer ofliquid-crystal display panels.On the other side, Samsung had its eyes on the military industry.

They were confidentthat they had the resources to at least get a respectable position in this industry, atleast in South Korea. – Military divisionIn 1977 Samsung started a new division, Samsung Precision, it later was renamed to SamsungTechwin. Its first product was a camera, it might not sound impressive but it was a bigdeal back then, but you know what was bigger than that. In partnership with General electric,it started manufacturing jet engines for Korean aircraft in 1980.And after a few years of R&D;, the company was ready to introduce its first self-propelledartillery, they even exported some of them to turkey.It’s probably the on ly smartphone manufacturer that’s also trying to take over the militaryindustry. In 1987, it changed its name again to SamsungAerospace industries because now, it started making helicopters. Your name should suityour product.

Their military division was growing so fastthat in just 10 years, the started manufacturing Americas F16 locally in Korea.However, 2014, marked the end of Samsungs military division. the company decided tosell Samsung Techwin to another South Korean Conglomerate.- Obstacles But not everything was sunshine and rainbows.Two years later (2016), people lost faith in Samsung smartphones.After the introduction of Galaxy Note 7. The expectations and the demand for the productwere at an all-time high, breaking pre-order records. It was their first phone with USB-Cconnector, curved display and iris recognition system.However, some of the users complained that the phone literally exploded, it turned outto be a manufacturing defect in the phones’ batteries that had caused some of them togenerate excessive heat, resulting in a little explosion. Even when Samsung exchanged theaffected phones for a new version. that didn’t solve the problem because the new versionhad the same problem, so on October 10th of 2016, Samsung recalled the Galaxy Note 7 worldwideand ceased production. It’s estimated that It cost Samsung 17 billiondollars in lost revenue. It was also involved in financial scandals,antitrust issues, and on and on.

This type of incidents suppose to damage the entire reputation of the company and drivethe stock price below the ground, but not Samsung, they smartphones revenues aren’tmaking a significant chunk of their overall revenue. the stock actually increased duringthat period.present successtoday Samsung has over 80 other subsidiaries, employs over 300 thousand people all aroundthe globe. Its a major manufacturer of lithium-ion batteries, semiconductors, chips, and flashmemory devices for clients such as Apple, Sony, HTC and Nokia. It is the world’s largestmanufacturer of mobile phones and smartphones. It’s also one of the first companies to develop5g capabilities. In fact, you can already get a 5g Samsungphone but I really doubt that there is 5g in your city, we still have another few yearsto go before 5g will be available to everyone, or at least in the major cities.And I haven’t even mentioned their television branch since they have been dominating theentire market since 2006. In 2009, Samsung sold around 31 million flat-paneltelevisions, enabling it to maintain the world’s largest market share for a fourth consecutiveyear.

Following its success, it launched 3D TVsthe next year, and in the first 6 months of the launch, it sold over a million units.Impressive, right?! Another industry they have their grip on isSemiconductors. Just recently, in 2017, they overtook Intel as the largest producer inthe industry. They manufacture everything from SDRAM tographic chips. They supply Sony with NAND FLASH, DRAM. EvenApple relies on Samsung for these chips. Their other notable customers are Dell, AT&T;, Verizon,and the list is beyond what we can cover in this video.Of course, their strangest relationship is so far with apple since its some kind of hateand love relationship, but that’s how it works in the corporate world. In 2005, they providedmemory for iPod. But in 2011, Apple filed a lawsuit againstSamsung over the design of its galaxy phones, accusing Samsung of copying iPhone’s design.Although Apple was granted a preliminary injunction against the sale and marketing of the Samsung GalaxyTab across the whole of Europe excluding the Netherlands.

The ban has been temporary. Becauseby the end of 2012, the UK High Court ruled that Samsung did not infringe Apple’s designpatents and Apple was forced to issue an official apology.The interesting part of this hate and love relationship is, the trade between the twocompanies grew exponentially on the other side during the same year. Samsungs’s revenuecrossed 8 billion dollars for the first time just from components they sold to apple.Samsung seems to have reached a point where it’s too big to fail, and with its close tiesto the government, it seems like it will keep growing and dominating other markets!

The Analysis of Samsung Economy

Since 1938 to the present day, Samsung is one of the major electronics companies worldwide in the IT sector (Samsung, 2013). Beginning in Korea, it is now spreading internationally. Samsung specialized in digital devices, including laptops, televisions, microwaves and fridges, electronics, semi-conductive equipment and network connectivity (Samsung, 2013).

Samsung, which is more than a century old, revealed a decrease over the sale of its smartphones to maximize their profit because the other goods show a decreasing deal, such as home appliances and LCD TV. Since 2013, the earnings from Samsung have reduced production. Despite being the biggest company in the world in the production of smartphones, it can no longer deny the pressures it keeps receiving from the market.

Samsung’s devices also showed a considerable decrease in income and demand for their smartphones in this year’s second quarter. As you can see below, the salary for Samsung fell from 2013, and in the second quarter of this year was the worst.

How to increase demand for Samsung smartphone

Samsung should take on many things, like offering a competitive price on the global market, to regain its declining request. While the number of smartphone customers continues to increase, the company finds it increasingly difficult for its heavy-end technologies to tap into new markets. Suggests that the company must minimize its prices to sell these gadgets. Nevertheless, profit margins tend to be rising.

MARKET

Samsung offers a range of products that are characterized by high quality and receptivity to customer requirements and preferences. Compared to its competitors, this advantage places the company in the lead. Samsung took the industry by surprise and was able to gather the highest level of market share with the launch of innovative and unique goods. In contrast with the company’s success competitors, the following table summarises Samsung’s global market share.

UTILITY

Consumer behaviour reflects the usefulness of certain commercial services and products. Due to their transitive, full and constant preferences, they have a profound depiction of utility. Each consumer hopes to be happy with the buy and more excellent efficiency for the goods or services obtained by a customer. This aspect makes executives aware of the competitiveness because consumers carefully evaluate the brand and purchase the product, which provides more usefulness. When talking about utility, three different types of services, form, time and location, should be referred to the efficiency. In turn, suppliers will seek to supply and continuously improve the goods, as the overall quality of the product is increasing. (‘Investopedia’)

MARGINAL UTILITY DIMINISHING

See an example of a customer purchasing a Samsung computer or a mobile phone. In this case, a buyer sees the goods they bought of particular functionality. When a customer wants to buy an alternative product after the first transaction, the perceived benefit declines, which is less than the presumed usefulness after the first purchase, the argument that purchasing any drug of the same kind does not satisfy any additional factor will clarify that. The service decreased to zero (0) or even below (0 >) if the individual purchases the 3rd goods. Let’s see another case of an insurance company having four screens. The company will not have to purchase additional monitors if four display is required. Thus, the customer’s marginal usefulness is near zero, and the company will not discover any use for a new screen.

Microeconomic principles are related to the rule of decreased marginal value and the law of production. So the manager should reduce the prices of the product so that customers can get utility out of buying them to maintain always high sales. Managers should, therefore, recognize why customers receive additional service. The German economist Mr. H. Gossen invented the Principle of the Marginal Value, which explains a significant phenomenon in human behaviour. Alfred Marshal reaffirmed that law with the following words:’ Whenever there is an increase in a person’s stock, the additional benefit decreased. (Economy’)

SUPPLY ELASTICITY PRICE

Price elasticity is the degree to which the amount of commodity produced reacts to price movements – increases or decreases in the price of the product. The further elastic the quality, the more sensitive are price changes for manufacturers and retailers (Moffatt, Mike). For Samsung firms, there is little negotiating capability for manufacturers because Samsung manufactures both TVs and mobile phones. Samsung has been one of five TV producers and one of the top global three smartphone producers. Samsung Electro-Mechanics, Samsung SDI, Samsung Coring Precision Materials and Samsung SDS are part of Samsung, which produces Screen and cell phone elements. Because it does not have to rely on specific providers, Samsung can thus adjust its production activities and boost the delivery of TVs and cell phones where appropriate. In 2010, for instance, Samsung was pressured in the short term to raise Television production from 39 million systems to 50 million orders to meet the increasing demand (Choi, Kyong-Ae). Samsung, however, flourished in growing food production and sale because it did not rely on vendors and therefore was able to meet high demands.

Samsung electronics, therefore, have relatively short production lead times and therefore, consumers and distributors of Samsung You must not wait a long time before the goods are received. The significant stores of Samsung, including Best Buy, Dan’s TV, Systems and Excel Computer Systems, are looking forward to making a large number of orders. Nonetheless, Samsung couldn’t meet such a large electronic equipment request if it wasn’t quick enough to boost output volumes (‘Authorized Samsung Resellers’).

The Peculiarities of Samsung Brand

Introduction

Burris said in (2020) The Samsung Bunch could be a South Korea-based combination company that incorporates auxiliaries. It’s one of the biggest businesses in Korea, creating about one-fifth of the country’s add up to trades with a essential center in hardware, overwhelming industry, development, and defines. Other major auxiliaries of Samsung incorporate protections, promoting, and excitement businesses.

Samsung’s Beginnings

With as it were 30,000 won (almost US$27), Lee Byung-chul begun Samsung as a exchanging company based in a city called Taegu in what is presently South Korea, in 1938. With as it were 40 representatives, Samsung started as a basic need store, exchanging and trading products created in and around the city. It sold dried Korean angle and vegetables, as well as its possess noodles.

The meaning of the word Samsung is ‘three stars,’ with the number three speaking to ‘something powerful.’ The company developed and extended to Seoul in 1947 but cleared out when the Korean War broke out. Taking after the war, Lee begun a sugar refinery in Busan some time recently extending into materials and building what was, at the time, the biggest woollen process in Korea.

This early broadening got to be a effective development technique for Samsung, which quickly extended into the protections, securities, and retail businesses. After the war, Samsung cantered on the redevelopment of Korea, particularly industrialization (Burris,2020).

2000 to Present

Samsung entered the phone showcase with the SPH-1300, an early touch-screen model discharged in 2001. The company too created the primary speech-recognition phone in 2005. Within the late 2000s and early 2010s, Samsung obtained companies that created advances for electronic gadgets. In 2011, Samsung discharged the System S II, taken after in 2012 by the World S III, one of the world’s most well known smartphones. The year 2012 too checked Samsung getting to be the world’s largest versatile phone producer and procuring mSpot to supply excitement to Samsung gadget users.

The company made extra acquisitions within the taking after a long time, counting organizations that would offer assistance it grow its offerings in therapeutic innovation, keen TVs, OLED shows, domestic computerization, printing arrangements, cloud arrangements, installment arrangements, and counterfeit intelligence.

In September 2014, Samsung reported the Equip VR, a virtual reality gadget created for utilize with the World Note 4. By 2015, Samsung had more US licenses (Burris,2020).

Is Apple still Samsung’s biggest competitor?

Apple has customarily been seen as Samsung’s equal. As forward considering makers of tall conclusion phones with violently steadfast fanbases, it’s simple to form comparisons between the two companies. In any case, bar the odd exception, Apple fans aren’t getting to switch to Samsung any time before long, or the invert. In this strange way the two companies aren’t truly competing with each other as much as one might instantly expect (Samsung Geeks , 2016)

Conclusion

Samsung is the most brand for versatile phones with its high-end determinations. The clients are average consumers and companies. The most competitor is Apple; be that as it may Samsung gives the competitive consideration through versatile highlights. Numerous clients are faithful to Samsung versatile phones and will proceed to create a relationship with the brand. In conclusion, the client choice to purchase a Samsung portable phone is based on the phones luring highlights making it a effective inspiration(Course hero, 2020)

Comparison and Contrast of the CSR Policies of Sony Hong Kong and Samsung

Nowadays technology booming, there are a lot of electrical industries active in the world. When they keep producing technology products, pollution is inevitable such as chemical pollution, air pollution or land pollution etc. Refer to the Intergovernmental Panel on Climate Change report, if we do not take measures to curb greenhouse gas emissions as soon as possible, and control the global temperature rise to within 2 °C, there will be irreversible climate disasters around the world. At the same time, the disparity between the rich and the poor is slowly expanding. So have the electrical industries take responsibility for the environment? Have they take responsibility for society? We can find the answer to all those questions in their CSR policy. However, what is CSR? Refer to Investopedia, ‘Corporate Social Responsibility(CSR) is a self-regulation business model that helps the company socially accountable to itself, its stakeholders and the public. By practicing corporate social responsibility all aspects of society need to be responsible for, for example, economic, social and environment.’ Based on this principles, this essay will compare and contrast some CSR policies of Sony Hong Kong with Samsung. A number of aspects of their policy will be included, such as community, some special program and company’s invention.

First, both Sony Hong Kong and Samsung have some programs focus on children. Sony Hong Kong organizes some creative science competitions every year to raise children’s interest in science and boost their awareness of environment protection. Also, Sony Hong Kong has a ‘Dream Builder Project’, it provided a chance to the underprivileged family children to try playing golf and bowling. On the other hand, Samsung has a program called ‘Samsung Hope For Children Program’ which is a worldwide partner charity organization. By supporting children’s education, mentorship, leadership skills and medical treatment. For example, Samsung has a children’s Museum and it will hold some cultural events for children, Samsung is also one of the holders of Korea Youth Science Olympiad and National Students Creativity Creativity Olympiad. Although they both have programs that are organized for children, we still can see that there is some difference. Such as Sony Hong Kong more focus on the creativity of children so that a creative science competition was held. But Samsung takes care of all of the aspects of children.

Other than programs for children, both Sony Hong Kong and Samsung have take responsibility for society too. In 2007, Sony Hong Kong joined the Corporate Volunteer Program from the Social Welfare Department. Some volunteer services will be assigned by the department to Sony Hong Kong and the employees from Sony Hong Kong will join. Recently, Sony Hong Kong has been 4th consecutive year celebrate the Tuen Ng festival with the elderly in the elderly home where located at Sha Tin. Samsung, unlike Sony Hong Kong, Samsung doesn’t join the Corporate Volunteer Program, but Samsung has 8 volunteer centers and every employee have tens of hours volunteering average. We can see that Samsung has worked very hard in volunteering and promoted the active participation of volunteer service in employees.

Samsung has a special program which is Sony Hong Kong doesn’t include, which is Dog Program. There is a Samsung Guide Dog School for the blind, also it’s Korea’s first Guide Dog training school. Other than that, Samsung also builds an Assitance Dog Center and Detector Dog Center, some dogs we saw at the airport were trained by Samsung, those dogs can sniff for the drugs. Besides that, Samsung organized a Search and Rescue Dog Center which trained the dogs for Saving people from fire, earthquake or flood.

However, Sony Hong Kong also covered some aspects which are Samsung not include. Sony Hong Kong has an eco-design principle—reuse, reduce and recycle. So that Sony Hong Kong designed the package for the products with special consideration for the environmental impact of the package and product during its lifecycle. The new package is made by 50% of recycled plastic and 50% of wool so that it’s anti-water and anti-dust, and the strength of the package also increased so that the logo or information of the products can be embossed on the package rather than printing. It makes the product safer and won’t use a drop of chemical int. Differ from Samsung, Samsung still using paper and plastic to make the Package of Products. The other thing that Samsung doesn’t have is Sony Hong Kong make a new Filtering material by rice husks, it can clean air and water for the developing countries at a cheap price. We can see that Sony Hong Kong not only care about their business but also poor people.

All in all, both Sony Hong Kong and Samsung are focused on children’s education. There is some activity for children in mathematics, science, and sports respectively. Also, these two companies are active in society too, but it is slightly different. Sony Hong Kong joined a volunteer center to feedback the society differ from Samsung that it has owned some volunteer center and let their employees participate in charity. The different between Sony Hong Kong and Samsung is Sony Hong Kong designed some products to replace paper and plastic package and invent some products to help the third country. But Samsung has clear distinctions, Samsung through the dog center to help the worldwide people indirectly. Therefore I would recommend Samsung can start to develop some invention to help the third world as it is one of the three major electrical industries so it has enough technology levels and resources to help them. On the other hand, Sony is also one of the three major photo industries so I think Sony Hong Kong can hold some workshops or interest classes to develop children’s hobby not only about academics.

Samsung Cost Structure

Through dependable items and administrations, inventive thoughts, skilled individuals, collaboration with other accomplices and clients and a mindful approach to trade and worldwide citizenship, Samsung has taken the world to modern creative headings. Samsung could be a producer like other Asian makers such as Sony Organization or NEC Enterprise, with a prominence of vertical integration. It may be a procedure in which a company possesses or has the specialist to control its wholesalers, providers or retail locations to influence its esteem or supply chain. Typically advantageous for the companies because it permits them to control the method, decrease taken a toll and move forward efficiencies. Samsung is presented in handfuls of markets counting sensors, Driven lights, batteries, gaming framework, cameras, TV’s, electronic machines, smartphones and indeed in restorative hardware. (Ross, 2019)

Samsung gadgets runs completely different fragments with unmistakable advertise offers. Within the smartphone fragment, Samsung is confronted with profoundly contention by others withinthe advertise like Apple, HTC, and Microsoft among others. It has driven the smartphone advertise with a share of 21.2% compared to 22.3% in 2015. Samsung leads the smartphone advertise in 2017 with shipments of 79.8 million units in 2 quarter of 2017 with a rise of 1.4% YoY as compared to 78.6 million units in 2 quarter of 2016. For illustration Samsung World S9+ smartphone taken a toll structure goes like; Show or touchscreen costs $79.00, raise cover glass $5.10, centralized computer walled in area $24.65, Apps processor / baseband IC $67.00, RF / Dad / Front-end $19, Control administration $8.75, Memory $57.00, Modules $44.95, Sensors $5.50, Battery pack $4.90, Other substance $44.45 and Box substance $15.50, which includes up to $375.80, which is their fabricating taken a toll and they offer this item at $839 with a 54.80% of benefit edge. (Lam, 2018)

Samsung looks for competitive cost procedure by guaranteeing a competitive edge. It attempts two components for estimating procedure with the primary being the skimming cost and competitive estimating being the moment. The skimming estimating is utilized when a new product is propelled within the showcase and is sold at a generally tall cost since of its WOW calculate, uniqueness or to the benefits to clients. But after at some point as the items gets more seasoned, the company drops the cost of the item to bring it at competitive estimating. Skimming cost methodology makes a difference the company to upgrade and alter the cost of the item as per the advertise conditions or the competitions within the showcase by diminishing cost of the item to pull in more clients. Versatile phones of Samsung are driving the advertise with Apple’s iPhone, as both the companies utilize skimming cost to get upper position within the showcase. The competitive estimating implies setting the cost of the item on the bases of what the competitor is charging.

One of the most excellent case is the later dispatch of Samsung System S10 which is giving competition to iPhone XS Max at a really cheaper cost. On an earlier bases to System S6, costs were too competitive to iPhone 6. (Gupta, 2017)

Samsung revenue

Samsung income Samsung is world’s 12th biggest company by income and the world’s 2nd biggest techno company. Samsung gadgets have appeared the worldwide income of 2018 which recorded an income of around 243.77 trillion South Korean Won which is roughly 218 billion U.S. dollars. (Liu, 2019) Samsung gadgets as of late posted a monetary result for the moment quarter for June, 2019. The company upgraded the income of KRW 56.13 trillion as quarterly income and KRW 6.6 trillion as quarterly working benefit. The show board trade has appeared enhancement since of pick up within the mobile displays and distant better; a much better; a higher; a stronger; an improved’>a distant better deal of inflexible OLED boards, which recouped the misfortunes from expansive shows.The portable trade has appeared great shipments on unused mass advertise models but has appeared an in general diminish due to slower deals of lead models and promoting costs. The shopper electronic division has appeared a boost since of amazing deals of modern electronic apparatus items as well as moved forward benefits of fridges and washing machines. In spite of the truth that the benefits from TV’s has drop down somewhat since of intense competition within the advertise. Looking forward for the moment half, Samsung dispatches modern smartphones item which may offer assistance them win through versatile show. As there are numerous competitors within the smartphone advertise, Samsung plans to construct its item line up and increase the deal of modern portable models within the advertise. The capital use was KRW 6.2 trillion which incorporates KRW 5.2 trillion devoured on semiconductors and KRW 0.5 trillion on shows, while the full consumption of the primary quarter was KRW 10.7 trillion which incorporates KRW 8.8 trillion for semiconductors and KRW 0.8 trillion for show. (Korea, 2019)

Consolidated sales and operating profit by segment based on K-IFRS (2017-2019 2Q)

As of late it has been taken note that the working benefit of Samsung has fallen down by 56% for the three months which is progressing to conclusion in September, 2019 versus the same period in 2018. Typically Samsung’s fourth successive quarter where the working benefit fell year on year. The working benefit in 2019 are 7.78 trillion Korean won ($6.7 billion U.S. dollars) vs. the working benefit in 2019 which was 17.57 trillion Korean won. The net benefit which was 13.15 trillion Won in 2018 has diminished to 6.29 trillion Won in 2019. The solidified deals which was 65.46 trillion Won in 2018 has diminished to 62 trillion Won in 2019. There was colossal decay within the fundamental gaining of per share which was 1909 Won in 2018 and presently is 899 Won.

There was a colossal misfortune for them in this quarter. But presently Samsung is arranging to recoup its misfortunes by bring 5G innovation. This innovation is been tried within the Samsung base camp in South Korea. Final year Samsung got to be the largest semiconductor chip maker within the world by income. Concurring to the reports, each $1000 U.S. dollars iPhone that Apple sold, Samsung made $110 U.S. dollars through the chips within the phone. (choudhury, 2019) Samsung said its portable profit for the quarter improved due to “robust shipments of the flagship World Note 10, distant better; a much better; ahigher; astronger; an improved’>a stronger item blend and higher benefit within the mass-market segment.”

References

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