Category: Samsung

Comparison and Contrast with Samsung and TSMC

Every company has its policy on various areas such as business policy, employee management policy and workplace environment policy. However, there is also a necessary policy for establishing a successful and famous company, Corporation Social Responsibility (CSR) policy. According to Investopedia, CSR policy refers to a self-regulating business model that helps a company to be socially accountable to itself, its stakeholders and the public. An effective CSR policy can lead a company to climb up the ladder of success by promoting a positive reputation to social media and the public and attract the talents. This essay will compare and contrast the CSR policies of Samsung and Taiwan Semiconductor Manufacturing Company, Limited (TSMC) in different areas including Philanthropies, welfare, and education programs to understand deeply the policies of the large companies.

To start with, environment protection are the big part in both Samsung and TSMC ‘s CSR policy. However, they have the different method to protect the environment. Samsung’s policy is protecting the environment directly. It has encouraged employees to attend the environment protection activities such as cleaning gardens, mulching trees and picking up trash in the community. It also organized or sponsored some events about environment protection and invited employees to be a volunteer. Compare with Samsung, TSMC’s policy is not do something to the environment directly.

TSMC required all of their suppliers have to sign and comply with TSMC’s Code Ethics and Business Conduct in order to ensure all of the raw materials procured from the socially responsible sources which means the sources are not harm so much for the environment. Also, TSMC cooperated with suppliers to reduce waste by decreasing the usage of electricity and water and encouraging employees for the paper should be used on both sides. Though the above environment policy, Samsung and TSMC have boosted the positive reputation in the public.

In term of social welfare, Samsung and TSMC have a similar CSR policy. They both emphasis the disadvantaged students. Samsung has enhanced the quality of a special education school of education, teaching ongoing courses and social experiences that help the students better prepare themselves as member of society. Similarly, TSMC setup some scholarships for disadvantaged students to encourage them. The two companies are helping the disadvantaged students, nonetheless, Samsung is doing a bit more to the vulnerable groups. It supported some shop with tools and materials each year to help stabilize the economy and create jobs for socially disadvantaged people including multi-cultural immigrants, elderly and disabled people. In addition, Samsung and TSMC not only provided the helping hand to the people in need, they also put the attention toward the social public. Samsung has partnered with some village to improve the villagers’ living conditions, infrastructure, healthcare and youth education as part of Samsung’s “One heart, One Village” campaign.

Marketing Strategy of Samsung Smartphones

If we turn some years back, we know that the mobile phone industry was commanded and dominated by Nokia and Motorola. They had been superiors in this position for quite some time. However, as time goes by things dramatically changed. At that time Samsung company in the mobile phone industry was one of the smallest company with almost low profile and distinct products or low cost product portfolio. In less than a decade, they managed to emerge the market leaders in the smartphone industry. So how they achieved such a great success? In the Smartphone’s industry, there is always a big competition, the companies have always been demanded to come up with the latest and creative technological innovations and proper marketing strategies.

When Apple company launched the first iPhone in 2007, they were producing smartphones for only business users which was later fallowed the creation of the Smartphone market for also average consumers with lower costs. After that, Apples’ iPhone and Android phones, which are produced by Samsung, HTC and Nokia have tried to do their best in order to contest and win their rivals in this ever changing and high-technological market and so far have qualified to be the big players in the Smartphone industry. In this global world the industry is growing day by day, time is really important matter and every company wants to possess most innovative technology and products before its competitors. According to some statistics Samsung is currently one of the largest Smartphone manufacturer in Europe.

At the end of 2012 Samsung had 32.3% share of the market according to the figures from Comscore. In April in the same year Nokia was totally overtaken by Samsung and for a long time Samsung had maintained its superiority. Apple contributed 20.5% market share that was the second position and followed by Nokia at 16.3% market share. Samsung had been able to dominate European Smartphone market in 2013. As for the Kantar world panel computer technologies, being the top selling Smartphone brand in Europe, Samsung has obtained 45% share of the European Smartphone market. As the worldwide Smartphone sales increased by 46.9% in 2016 and accounted for 39.6% of total mobile sales, according to Gartner research, Samsung and iPhone dominated the Smartphone market.

Samsung mobile phone led with 98 million units in Q3, commanding 32.5% of the global Smartphone market (Apple and Samsung started leading global Smartphone race in 2012) Samsung Galaxy 9 Smartphone’s use Google’s operating system Android. They introduced its first Windows phone in 2012. They offer great variety of products that target a wide range of customer segments in the market. Example is the, Galaxy Music, which are for music lovers. It includes features like easy access to music and surrounds sound. For the people who value innovative technology, they are offered Galaxy S7, which has also a mini version for those who find it too big. (Samsung, Mobile devices, 2015) The prices for these Smartphones vary greatly to meet different consumers’ needs.

Some time back, Samsung was struggling to catch up with big players like iPhone in the Smartphone market. And now it is the leading company in the market with the addition of being the largest technology company by revenue. With the introduction of Galaxy S8 Smartphone, they have brought a whole new package of Smartphone with impressive features. Samsung has always been under accusation of copying iPhone, which got them into trouble by losing a high-profile case to Apple Inc. for imitating Apples design. This was seen when a nine person Jury awarded Apple more than $1B, when founded Samsung infringed Apples patent. The Jury found Samsung to have infringed the Apple Utility, that is Design patents but not for all products. Damages owed by Samsung was $1.05 billion (Lowensohn, 2012).

Luckily for them this legal and marketing warfare didn’t slow its momentum nor dimmed its ambitions. Samsung is focusing in increasing its annual revenue to about $400 billion in some few years from now, which will see them in same heights with the likes of Wal-Mart Inc., who are world’s largest companies. Samsung still lags behind Apple even after its success in the perception of most innovative company. The company leaders are now working towards changing Samsung’s culture and strategy to be classified as an innovative company and change its reputation of being a fast follower.

The Success Factors of Samsung Electronics

Introduction

In this report, we are going to discuss the success of Samsung electronics and will point out the factors that play a key role in the success of the company. To understand those factor effects we will use three different techniques of analysis PESTEL, SWOT, and marketing mix respectively. We will see how a single factor from the analysis techniques is effecting in the success of the company.

Company Introduction

Samsung Electronics Ltd. Headquarter is situated in South Korea and has assembly plants in 80 different countries all over the world with more than 300000 employees. Samsung Electronics supply the different types of electronic components to other multinational companies like Apple, Sony, and HTC.

Company Background

The first plant Samsung Electronics was established in South Korea in 1969 by the Samsung Group. Samsung Electronics Company was starting producing many electronic components in the starting years like calculators, machines and TV sets. Samsung Electronics in 1981 manufactured the ten million plus TV and in 1983 with the help of other companies, Samsung Electronics began to produce dynamic random access memory. The company produces its first mobile phone in 1988 but got a very poor result in the form of revenue from the market. The reason for the failure of the company mobiles in the market was its biggest competitor Motorola mobile phones. After seeing all of this scenario Samsung Electronics CEO Lee Kun-hee changed the strategies of the company and added the new technology for manufacturing products for the customers.

Present Situation of the Company

Samsung Electronics introduces the S mobile series and generated record operating profit of 36.79 KRW trillion in 2013. In 2014 Bmes and Noble with the help of Samsung Electronics introduce the new Nook look tablet which was the big source for company profit and another thing which was playing the key role for company profit was Samsung Note Smartphone. At the end of the fourth quarter of 2014, the company’s total operating profit was 25.03. In the first quarter of 2015 Samsung Electronics decrease profit of 39% as compared to previous years due to a hard competition of Apple iPhone 6 & 6plus. To compensate Samsung to join the partnership with IKFA to enhance the technology level in mobile phones and at the end of the year, the total operating profit of Samsung Electronics was 26.41 trillion KRW. Samsung Electronics in 2016 provided the facility of cloud to its customer by making an agreement with the cloud-computing company. At the end of 2016 Samsung Electronics generated the total operating profit of 29.24 trillion KRW. In 2017 Samsung Electronics increase its operating profit with the help of its memory chips and flexible display that contributed 68% in the total operating profit of 53.65 trillion KRW. The total operating profit in 2018 was 58.89 trillion KRW. The current goal of the company is generating 400 billion dollars in revenue for a year. Samsung is the company who got the result of 8k through satellite on TV in 2019.

Plan of the report

In the upper section, we have discussed the introduction, the introduction includes what this report is about and the detail information of the selected company. In the next section, we will identify the issues that we need to discuss about the success of the company as wee as we will use two analysis techniques marketing mix and pester analysis to identify the factors that were effected on the success of the selected company. In last after conclusion, we will provide some recommendation and Appendixes.

Issues Identified in the report

Factors that are playing a key positive role in the success of Samsung Electronics are the following.

• Variety of products
• Latest technology use
• Biggest technology Supplier in the world

Clarification of the Aim of the report

The purpose to write this report is to identify the factors that are playing a key role in the success of Samsung Electronics Ltd. What are the capabilities that allow the company to survive in the competition? We will use three different analyzing techniques, first, pester to understand the external position of the company in the market. External position means the company position as economically, socially, politically and environmentally, etc. and marketing mix to understand strategies of the company for four Ps like a product, price, place, and promotion. Then we will use the SWOT analysis to know about the company internally as strengths and weaknesses as well as external opportunities and threats for the company. After doing this, we would be able to analyses what are the most important elements for a company to compete in a huge competition.

Clarification of the theoretical context

PESTEL analysis

Pestel analysis is used to identify the external or macro factors that affect the company’s ability to functioning properly. Thes external factors are economic, political, social, technological, legal and environmental. Pester is also very helpful in testing the SWOT analysis of any company.

Economic factors include some external forces like interest rate, cost of raw material or unemployment rate that affect a company’s performance positively or negatively. These factors has a major effect on the growth rate and profit ratio of any company.

Marketing Mix

Companies use marketing mix to define strategies, how they have to achieve a single goal or set of goals. The marketing mix includes four elements (4P’s) product, price, place, and promotion.

SWOT analysis

SWOT analysis is the best tool for a company to design strategies and compare those strategies with competitors. A SWOT analysis includes four elements to discuss strengths, weaknesses, opportunities, and threats. After analyzing all strengths, weaknesses, opportunities and Threats Company design the strategies by using them to achieve company goals.

PESTEL analysis

Economic Factors

One of the major benefits for the Samsung Electronics Company is the high-value currency of the South-Korea. Samsung has to face the many external expense of taxation rate, employment ratio, and interest rate. Samsung has permission to sell products all over the world and this is the most beneficial thing to increase revenue.

Social Factors

These factors are very helpful for a company to understand the changing trends of customers’ needs and demands in society. The reason of the change in trends can be influenced by friends, family or can be due to time and space, etc.

First Samsung has a good image in society due to the quality of products. People’s needs and wants living in any society are more trending’s towards the use of the latest technology, which is beneficial for Samsung.

Technological Factors

As the world has become a global village everyone nowadays demanding products with innovative technology that has affected a lot to many companies. This factor is very useful to understand the changing demands of a targeted market.

To compete in the market Samsung Electronics needs to adopt technology for production and provide the latest technology to the customers to gain more market share. All products of Samsung Electronics (like LEDs, mobiles, washing machines, and memory chips) are technology-related so it’s good for Samsung that people are addicted to technology use.

Environmental factors

It is the duty of a company to take care of the surrounding elements in an environment and its effect a lot to a company functioning like you can’t produce any product or use any process which affects badly to your surroundings.

Samsung Electronics is a company that deals with technology so technology have a bad effect on the environment. That’s why Samsung Electronics faces a lot of ethical issues from the environment. So to deal with this issue Samsung is investing in the protection of nature.

Legal Factors

There are some policies for a company in any society defined by law to force the company to function accordingly. It is the responsibility of the company that it should be aware of the policies of the area in which a company exists to understand how these policies can affect the functioning of the company.

Samsung is facing lots of issues because of other substitutes like iPad, iPhone and reason is these products are providing consumer data security. Samsung also needs to take some actions for the security of the individuals because it has become the first priority in the need sets of customers.

Marketing Mix

Product

The product can be a tangible product or any service. The product of any company should be of high quality and must satisfy the need of the customer. As the real purpose of any company to sell products is profit as the real purpose for customers to buy products is its quality.

Samsung Electronics deals in different product categories businesses like Printing solution, Visual Display, Digital appliances business. Each business further contains different products. Due to a lot of product verities, Samsung Electronics always got a good competitive edge. As we have seen in upper case when in the first quarter of the year 2015 Samsung face a loss in mobiles due to Apple Company he urgently takes an agreement with another company for different type of product category and which again increase its revenue.

Price

The company provides the goods to the customer and demands money for it from the customer. The company decided to set the price of any product that can be based on various factors like production cost, price of raw material or image of the product.

Samsung Electronics is using different price strategies to compete in the market. First Strategy that a Samsung Electronics is using is price skimming by providing new high-quality products at a high price. And when after some time competitors launched mobile phones with that technology Samsung lower the price. The second strategy that a company used is competitive pricing, as Samsung is not only producing Smartphones but also many other types of Home Appliances. Samsung is not able to capture the position in the market as it has for SmartPhones so the company uses the technique of competitive pricing. The last technique that Samsung is using for pricing is the line pricing technique in which Samsung is offering different products at different prices to differentiate the quality of the product is the customer’s mind.

Place

Place means where the company has to place its product in the target market. Many companies invest in retailers to fix a front view for products at retailers’ shops. Before placing a product it’s very important for a company to know that it is there people are capable of but that product or not.

AS we know, Samsung Electronics Ltd. is the world’s largest company of Electronics so to handle business Samsung is using different sales and dealer channels. There are 158 attractive stores in Korea work under Samsung Electronics. Samsung has also decided to spread these consulting stores in other countries.

Promotion

Promotion means communicating with the customer about the product. Communication can be done through different resources and in different ways. It is also very important for a company to know when to communicate. The most useful and effective tool for promotion is word of mouth but it is not in the control of any company. Advertising is the best tool used for one way communication with the customer.

Samsung is investing a lot of money for the promotional purpose all over the world. The amount spent by Samsung for SmartPhones is many times higher than the Apple Company. Due to its higher quality, Samsung has a good image and positive word of mouth in the market. Samsung has its own Samsung consulting stores in China, some news channels spreading the new that Samsung has decided it spread this idea all over the world.

SWOT analysis

Strengths

Strength means what are the best qualities of the company that other competitors don’t have, what capabilities can be beneficial for the company or what is uniqueness in your company for customer point of view.

The first strength of Samsung is a good image in the market. Many people ever year all over the world wait for Samsung too launched the latest edition mobile so they can buy it. The second strength of Samsung is in many countries of the world. The target area of Samsung is very huge. The third strength of Samsung is its number of products. Samsung is working in Home Appliances, Visual Display, and printing solution business.

Weaknesses

All those actions inside the organization that an organization needs to improve are the weaknesses of the company. A company needs to improve all those factors that can affect badly on the performance of the company.

Diversity in products is the biggest weakness of Samsung. Samsung is not able to set a specific image in the mind of the customers. Apple is defeating Samsung by creating a good specific image that Apple is for upper-quality people. No doubt Samsung is using this weakness by capturing the area of the Asian market and trying to convert it into strength but still not getting profit such as Apple company.

Opportunities

All external factors that can impact positively on the functioning of the company can be categorized as opportunities. A company should have knowledge of all opportunities available from the market to get an advantage from them. Opportunities can low tax rate, a higher number of population and a low number of competitors. Samsung has a lot of competition both in the US and in Asia so there is an opportunity for Samsung to mover fastly in a new geographical area. People nowadays demanding new technology so Samsung can gain more market share by investing in the department of research and development.

Threats

All external factors that can impact badly on the functioning of the company can be categorized as threats. A company should design strategies to protect it from these threats.

The big threat for Samsung is increasing the number of users for Vivo and Oppo mobile phones. Samsung sale is continuously decreasing in china and India because of these two major competitors. Due to an increase in the number of competitors, Samsung is losing the loyalty of the customers. To deal with this issue Samsung has made an agreement with a cloud-computing company and has connected a lot of customers through the internet.

Conclusion

In this paper, we have found the factors behind the success of the company. Firstly, we have discussed the history of Samsung Electronics and a little bit of its current situation means the current market share gain and which type of products Samsung Electronics is producing. After discussing we have shown it graphically. In the second section after discussing what this report is about we have used different analyzing techniques PESTER, marketing mix, and SWOT analysis. In pester analysis we have discussed how Samsung Electronics is dealing with external factors, that include environmental factors, political factors, social factors, and legal factors. To deal with environment factor Samsung is investing in nature, Samsung has designed strategies to deal with political and legal issues and for social factors, Samsung is already in a strong position for the technological invention. And in the marketing mix, we have analyzed the 4P’s which are the product, price, place, and promotion. In product, we have seen Samsung is producing different types of product in different industries like in Visual Display Samsung has launched different LEDs and LCDs. In Price, we have discussed the different pricing techniques used by Samsung, which are competitive pricing, skimming pricing, and line pricing. Competitive pricing is using for all those products which are not much famous in their markets. Line pricing to capture the Asian markets and in the last skimming to compete in SmartPhones markets. The last analysis technique that we have used is SWOT analysis to check the strength, weaknesses, opportunities, and threats for Samsung Electronics in the market and how Samsung is dealing with these factors to survive for the company. success. As we also have seen that Samsung’s performance is high in utilizing the internal strength to gain more market share and struggling to convert company weaknesses into strength. Externally we have discussed how Samsung is getting advantage from opportunities and avoiding threats.

Recommendations

As the company has introduced the concept of Samsung consulting stores in Korea, it should be in other countries like India and the US. It will help the company to increase the sale and gain back the losing loyalty of customers. The reason people are switching towards other brands like Vivo and Oppo phones, Samsung should invest now in only expensive mobiles. First, it will help the company to create a strong image like iPhones and Ipads and second the revenue of the company will also increase. Samsung needs to invest more in the advertising of other products like home appliances and solution printer business, it will help the company to generate more profit. Samsung has a lot of competitors in major markets like India, Korea, and the US so it will be better to move in the new market.

Instead of agreement with the cloud-computer company, Samsung should invest in its own security system like Apple company. As technology is changing the customer needs and wants are also changing. People nowadays are linked with each other through mobile phones so they are more conscious about the security of the data.

Samsung is not good in taking the feedback from the customers, that can be the reason for losing the customers loyalty. Samsung should invest more in research and development department to ensure it. Samsung can also build a special social media team that can gather the viewpoints of the customers and can also be a useful tool in creating artificial words of mouth to gain more market share. The question is how Samsung can create artificial words of mouth? Answer to this question, company needs to hire employees who spread false positive news for the company. For example, I’m saying posting on facebook local page “ I have use the Samsung Note 10+, its world’s best phone” without showing that im the employee of the company. This will help the company more than any direct marketing campaign.

Impact of Global Marketing Strategy on the Success of Samsung Electronics

Abstract

Global marketing strategy has played a vital role in the success of every company that is recognized worldwide. For a company to gain competitive advantage over rival companies in the global market, a good global marketing strategy must be set in place. When the right marketing strategy is applied, the company enjoys a lot of benefits and this also helps the company to improve in delivery of its products and services. The purpose of this research is to study the impact of global marketing strategy on Samsung Electronics and how it helped the company to be what it is today. The different paradigms of research questions will be discussed, and this research will make use of the positivist paradigm. The econometric and statistical analysis will be used to analyse the data collected from the comparison of Samsung Electronics’ global marketing strategy and other technology industries.

Introduction

Research background

International trading had long started before Christ and over the years, its importance has greatly increased at a steady rate. These days, global markets have been on the talks and it is very important that awareness of global marketing must be made, else companies stand a risk of losing their customers in domestic areas to their competitors with better products and cheaper rates (Knöpfle, 2016).

The statistics of international trade does not replicate a considerable portion of marketing operations carried out internationally. The total volume of international marketing exceeds greatly the volume of the world trade totally. Many industrial and business activities are included in the scope of global marketing. The airline company giant, Boeing, which is one of the biggest manufacturers of commercial airlines, sells its aircraft across the globe, thereby taking part in global marketing. Also, the automobile manufacturing company, Ford Motor Company, has manufacturing plants in many countries and participates in the global marketing, even though most, if not all, of the company’s output, is sold in the country where it is manufactured. Additionally, Wal-Mart, one of the largest retail chains, participates in global marketing by searching for new products in other countries and sell them in the United States (Gillespie and Hennessey, 2016).

A few years ago, Samsung was not as popular as it is now. It was a huge struggle for the company to keep up with the smartphone market, but as years passed, the company has progressed greatly their main competitor is Apple Inc. Samsung being where they are today as the leading technology industry is because of the marketing strategy they introduced. The company’s strategy for marketing is one of the greatest and most effective strategies ever created because it helped a company driven by cost to become an authority manufacturer by changing its structure. With the technological advancements all around the world, customers have an unending change in taste for technology and this has driven companies to follow the pace and produce gadgets that have evolved and are progressive to satisfy their customers. In order to get on top of the market, Samsung had to change its strategy and that was the company’s key to its evolution, and this is the focus of this report (White, 2019).

Limitations

A possible limitation to this research may be the inability to access detailed Samsung’s company strategy and what makes them have the upper hand in the global market compared to other technology companies and rival companies like Apple Inc. Notwithstanding, information gotten from the company’s website and other related article or journals will be used to complement the data.

Managerial implications

This report will be useful for Samsung’s strategy analysts to help review the progress they are making with the strategy of the company and possibly adapt to changes of the global market strategies other companies make use of to keep Samsung in the lead. It can also be used as a support document to assess the impact of the company’s strategy on its customers and target market.

Research Ethics

The quantitative method of analysis will be used in this research and though it is less intrusive as that of qualitative method, a lot of consideration must still be put into any ethical issues. Concerns of personal confidentiality and impairment do not apply here as human subjects are not used in this research. Nevertheless, avoidance of any ethical issues on reporting and analyzing data must be strictly carried out. The UK Data Protection Act of 1998 is used to ensure that all data are used properly and lawfully.

Literature Review

Global marketing strategy (GMS) is a strategy incorporated by companies and industries that involves different countries from numerous regions of the world and this strategy is aimed at managing the efforts of a company’s market in the countries involved (Johansson, 2010). For the strategy to be very effective, all the useful features of a business must be incorporated, and these include operation, financing, research, and development. A well-defined objective must be carried along with the strategy, reasons that the aim that is meant to be achieved will not be actualized without it (DELANEY, 2018).

Any company that carries out global marketing needs to be prepared to have numerous profiles to operate effectively in the regions of the world they trade in because different opportunities and products are involved in global marketing identifying a single customer profile is impossible (Marketing-schools.org, 2012). When the right methods are applied, global marketing has a lot of benefits; the company’s product and services can be improved effectively because the more growth the company has, the more the company learns and the faster the company learns, the more effective and efficient the company can become with the production of services and products it offers. Secondly, the company can build a powerful competitive advantage because if the company has a go at competing in the global market and other competitors do not have the capacity to, the company becomes a powerful force to contend with in that industry. Thirdly, the company’s brand, product, and services gain publicity and customers can keep track of the company’s progress using the internet. Lastly, the company’s saving is increased, and cost reduced by focusing on other different markets to achieve economies of scale and variety by the company’s standardized process (Martin, 2016).

Samsung’s biggest competitor, Apple, remains as Samsung’s strongest contender in the technology industry because of its revenue it generates from its products it presents and these products have been groundbreaking and revolutionary. Apple’s market strategy is targeted at three groups; the lovers of music who are taken over by Apple iPods and iTunes; teenagers and professionals who are taken over by Apple iPhones, Tablets, MacBook and other gadgets that can be used by anyone with no respect to age group; the crowd who can use other Apple products and services like the Apple TV, iWatch, iBook, Apple Pay etc. (Bhasin, 2019). Where Samsung has proven to be different from Apple and gained advantage is always their eagerness to be everything to everyone and their commitment to design decisions. Samsung has proven on several occasions, that their customers and tech press’s satisfaction are most important, so they derive happiness in reverse designing of their products. This portrays the company as being a good listener and puts its customers first, but occasionally, there has been the slightest feel of worry when Samsung doesn’t go with the latest tech trend that other companies change to and holds on to a particular feature for long, but they have proven to always have a great come back whenever the make a change (McGregor, 2018).

About 2 years ago, Huawei had eyes on the top of the smartphone market where Apple and Samsung sat. It was a vicious battle for the top and between them, Apple and Samsung had about one-third of the total global smartphone sales in the second quarter of 2017 (34.7%) as compares to that of Huawei with 9.8%. In 2018, Apple’s share price dropped to 11.9%, Samsung dropped to 19.3% while that of Huawei went up to 13.3% (Vizard, 2018). According to Huawei’s UK marketing boss, Justin Costello, technology without marketing is an “uphill babble” as the company seeks to be a bigger product brand than Samsung and Apple in the UK. Huawei is mainly focusing on technology and innovation to build its brand. Justin emphasized that the company has invested a lot into marketing, with the team structure, right bandwidth and capabilities as their main marketing functions as areas of exploitation from a technical perspective (Hammett, 2019).

Conclusion

Global marketing strategy plays a very vital role in the success of a company that seeks to be internationally recognized. Understanding the market trends and making customer satisfaction a priority is part of the elements that give a company its competitive advantage and international recognition. With the right global marketing strategy applied properly, companies like Samsung Electronics who had very low international recognition just about a decade ago can get international publicity, improving the company’s brand and forcing the company to deliver better products and services.

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Samsung As A Model Of Morals And Social Obligation

This organization is begun by Lee Byung-Chull in 1938. It is begun as an exchanging organization. In the beginning days, the organization has low number of individuals and produce constrained merchandise. After that organization began developing yet in 1950 because of certain reasons Lee shut his tasks in Seoul. With the investment funds, Lee again begun his business and in 1953, he built up a sugar treatment facility, yet many condemn him for this. This is when entered fabricating industry. In the assembling the primary item that made is high contrast TVs. In this time, the matter of Lee experienced significant development. In any case, in 1961, political individuals meddle in his business and charges unlawful profiteering against Lee. At that point in 1969 with the assistance from Sanyo he at last builds up Samsung Electronics. He begins creating microwaves, Television sets and numerous other electrical apparatuses. In 1970 under approach of government Samsung dispatches numerous items and in 1980 the organization began sending out its items by their name. In 1987, Lee passed away and his child Lee Kun-hee control the entire business and in this time, Samsung is separated into various parts, for example, building, gadgets and development. By 1990, Samsung become the world chief in chip generation. In this Samsung business is growing constantly in the entire world.

The Samsung business has followed many ethics. They are against the child labour, exploitation of wages of employees. They do not discriminate the employees and customers based on caste, colour, gender. Company always follow rule and regulations of country where they operate their business and there is free and fair competition. The company respect the employee’s dignity. They compete with other companies as per according to laws and regulation by government. The company not gain illegal profit by unethical ways. They maintain transparency in the transactions so that stakeholders and all other people are aware of the activities that are going in the business. For the betterment of business, Company give training to its employee’s time to time. So that they should perform their work more effectively. They also conduct self-assessment surveys every year. Company give training to employees regarding the protection of trade secrets of company. Samsung also have a whistle blowing system and the maintain the identity of employees as a secret. Company provide fair and corporate transparent culture to its employees so that they can perform their work in a better way.

There are many social responsibilities performed by Samsung company. The company always contributes for society. It has opened schools in that areas where people are very poor and not possible for students to go schools that are far away from them. These schools provide free services and sometimes at very reasonable fees. There are many youngsters who are unemployed and for them Samsung opened institution of technology so that they become independent and do their own work instead depending on jobs. Company has also conducted a survey in China for the prevention of child labour in 2015. They provide safe and secure environment to their employees because the safety of employees is their priority. Company is also conscious towards the environment. It does not do that work which is threat for environment. It collected 22.8 million waste products from 2009 to 2015. Company recycle the waste material and use it again and again. Another most important social responsibility perform by Samsung is that it decreases the difference in gender equality by giving job opportunities to females and disabled persons. Due to which disabled employment rate is increased in recent years.

In this section I clarify the code of conduct and current situation of Samsung Company. Organization regards every individual poise. They don’t acknowledge wrong conduct of one worker towards other or the board. Organization don’t endure remarks with respect to physical, mental wellness, sexual orientation and other wrong remarks. They urge all individuals to take an interest effectively in every movement that perform in the organization. Taking incorrectly pictures and recording is likewise prohibited in business on the off chance that any part does as such, at that point organization promptly make a move against him. Truly and precisely working together work. Most significant set of principles is giving to ladies a superior workplace. The executives co-work with its workforce so they improve way. Today Company is performing very well in the market. It doesn’t make a difference whether the closeout of organization is more or not but rather it has a superior picture in the market. Organization dependably stay positive and it supposes something is superior to anything nothing regardless of whether deals are not high. With the difficult condition, Company needs to include some new highlights in cell phone items. Samsung is trying endeavours to stay in market and rival new development innovation.

REFERENCES

1. Stickler, D., & Stickler, D. (2013, April 08). Samsung: A short history. Retrieved from https://www.mercurynews.com/2013/04/08/samsung-a-short-history/
2. Samsung. (2019, April 29). Retrieved from Samsung Biologics. (n.d.). Business Samsung Biologics. (n.d.). Business Ethics. Retrieved from https://www.samsungbiologics.com/front/eng/about/ethics-new.doess Ethics.
3. Retrieved from https://www.samsungbiologics.com/front/eng/about/ethics-new.dom https://en.wikipedia.org/wiki/Samsung
4. Samsung Corporate Social Responsibility – Research-Methodology. (2017, October 12). Retrieved from https://research-methodology.net/samsung-corporate-social-responsibility/

Differentiation Strategy of Samsung Company

In battle, use the Direct Force to engage the enemy, and the Indirect Force to win.

The statement explained that the in battle, we can divide the forces into two methods of attacks, the direct and indirect. In all fighting, the direct strategy is applicable for joining battle, but indirect strategy will be needed in order to secure victory. In business, direct forces might be similar to the quality of company’s services or products. However, the indirect forces could be analogous to those intangibles such as the feelings that we give our customers or the services that we provided to our customers. Indirect actually has two meanings. One is to be special, to surprise and to be unexpected. The other meaning is the odd number and the extra forces. Use the tactics or strategies that out of your competitors’ expectation, we called this as differentiation. So, the business must always applied at least two types of forces, the main forces and indirect forces. Going for endless variation and be unforeseeable is a way to surprise and win against the enemy.

In order to seize new profit and growth opportunities, Samsung had applied the tricks of differentiation. There are four segments in the trick of differentiation which are Plus, Minus, Multiple and Divide. For the first segment, plus differentiation, Samsung had developed and innovated their Galaxy series of smart phone. They introduced the biggest breakthrough since the mobile phone, and they called this as a new dawn in display technology: the foldable infinity Flex display – Samsung Galaxy Fold. The Samsung Galaxy Fold used a stunning 7.3-inch Dynamic AMOLED display that defies expectations. Made of a revolutionary polymer material layered for slim flexibility and it’s also the largest Galaxy smartphone screen. Apart from screen, this smartphone is also a breakthrough in multitasking, which can support up to three apps simultaneously. Last but not least, the Samsung Galaxy Fold is installed with 12GB of RAM and 512GB built in storage. Samsung Electronics Company change the shape of the phone and they called this as the shape of tomorrow.

Moreover, the second segment, minus differentiation, Samsung Electronics Company had developed an air conditioner which can saves up to 72% energy. This air conditioner named R32 Inverter Triangle Wall-Mount Air Conditioner with wind free cooling technology. From its name, we clearly know that there is an all new wind free technology installed in R32. This technology helps R32 get cool fast, stay cool without direct wind. The cool air will gently dispersed through 21,000 micro air holes, so the users can enjoyed a comfortable level of coolness without the unpleasant feeling of cold wind. In addition, Samsung had installed the all new Digital Inverter 8-pole. With the existence of Digital Inverter 8-pole, R32 consumes only 32% of the energy used by conventional model and cools the air 43% faster. Not only that, the consumers can controls the functions and schedule its operation by using the Smart Things App. Lastly, one of the most important function of R32 is it filtration system will reduce harmful viruses.

In this era of globalization, human beings are becoming more and more demanding for their visual requirements. Samsung Electronics Company grab the opportunities to fulfill their needs. As a result, they created the 2019n QLED 8k, 8k resolutions in super big television. It packed with an incredible 33 million pixels, and it’s a new visual experience that gives you a taste of true realism up close. The Smart QLED TV used a new dimension of reality unfolds with 8k resolutions and it supported by the quantum processor 8k. The most powerful intelligence produced by Samsung that perfects reality scene by scene in real time. The quantum processor 8k uses its own unique upscaling algorithm. QLED uses AI- powered machine learning to reduce image noise, restore lost details, and even sharpen edges around objects and text. QLED get smarter with Smart Hub and Samsung One Remote. The consumers can even connect their QLED with the IoT devices and sensors, in order to build a truly intelligent house. All the things can done at your fingertips.

In conclusion, Samsung Electronics Company had applied the differentiation strategy in order to beat their customers and keep them ranking high among their competitors. Another reason why is because they always innovates and developed their products in a unique way and they offered their products at lower prices. The consumers can get the most valuable things with the least money. So, the consumers will choose to support their company.

Samsung Explosion Issue

After Samsung released Note 7 on 19 August 2016, at least 35 cases of explosion had been reported within a month since 24 August. According to the CPSC, Samsung has ‘received 92 reports of the batteries overheating in the US, including 26 reports of burns and 55 reports of property damage, including fires in cars and a garage’. As of 1 September, Samsung has only acknowledged 35 of these reported incidents. Samsung immediately reacted and recalled about 2.5 million Note 7 on 2 September, around 2 weeks after the release. However, the explosion still happened and Samsung has to decide the prohibition of usage of Note 7 on 9 December. The explosion has been finally issued by the battery manufacturers in the middle of January 2017. It heats up the (flammable!) liquid electrolyte at that spot. And if the liquid heats up quickly enough, the battery can explode.

Korean press Economics Daily reported that 70% of the battery was produced by SDI, a derived company of Samsung, and it should probably take the whole responsibility of the explosion. Samsung claimed that they did not thoroughly inspect the new technology of the battery, which is considered to be against their very priority as a technological company to keep safety of their products. As the parts of phones are produced by different third-party companies, even though the safety problems are not as severe as in components themselves, the phones as a whole can possibly cause huge safety uncertainty. And as an advanced firm Samsung did not manage to make their products satisfy the expectation of customers. Although Samsung addressed the problem to be the battery suppliers’, it should improve their coordination with its suppliers and try to avoid similar things to happen.

Samsung’s quick reaction towards this issue, however, might cause some crisis again. After Samsung Electronics halted production of its high-end smart mobile, the Galaxy Note 7, it posted a statement on its website telling owners of the phone to power it down immediately and contact the outlet they bought it from to obtain a refund or an exchange. But for people to see those words, they had to click a link at the top of Samsung’s home page with the not-so-urgent label “Updated Consumer Guidance for the Galaxy Note 7.” For some who work in crisis management, it was a baffling and overly passive way for the South Korean electronics giant to deal with a prominent problem that has worsened in the last month. “That ought to be more visible — this is pretty serious,” Andrew Gilman, the chief executive of the crisis communications firm CommCore Consulting Group, said of the warning on Samsung’s home page.

The brand has “to show they care and are concerned” through consistent communication on their home page, Twitter, Facebook and other social channels, he said. It seems that Samsung was meant to somehow try to get rid of the relations of the the affair and was not willing to take the responsibility. Compared with trying to reduce the incidents, Samsung seems to prefer to keep the explosion news less influenced and affecting their sales, which is considered lack of responsible reaction towards safety.

Samsung Global Supply Chain Management

Regarding investment decisions, Samsung uses discounted cash flow analysis to determine whether an investment is worthwhile by estimating its future returns adjusted for the time value of money. This has manifested in many locations within countries with investment incentives like Vietnam and Africa.

Similarly, Samsung electronics is operating a cobweb of more than 100 offshore subsidiaries across the world, generating more than 90% of its revenues abroad. As a result, it has been accused of doing transfer pricing manipulation. More than half of the sales in the recent years were made through corporate inside transactions between headquarters and subsidiaries or affiliates. In 2016, Samsung was alleged to export some of its products at a price lower than normal to overseas subsidiaries in low tax countries of South Asia, Africa and South America allowing the offshore corporations to generate more profits than the Seoul headquarters, but pay lower corporate taxes on profits. This is what some literature is stressing arguing that Samsung has been manipulating their accounting books to reduce their corporate tax bills in what they call transfer pricing manipulation.

Current actions at Samsung electronics show that it is more important to deal with supply chain management and, in consequence, with the associated supply chain risk management. In recent years, between 2014 and 2016, Samsung’s marketing and production processes were characterized by a turbulent environment with the latest being the technical failure of the Samsung Note 7 mobile phone battery that saw the supply of a battery that would overheat and explode. In a globalized world, the situation has gotten even more complicated as Samsung electronics has geographically spread all over the world. Following Ziegenbein (2007), the success of a company increasingly depends on its suppliers and its ability to integrate into supply networks. Additionally, Like Ziegenbein (2007) argues, Samsung electronics is faced with a fast moving and unpredictable economic environment. Intensified competition due to globalization, rising customer expectations along with declining customer loyalty, shorter product life cycles, and a supply shortage of raw materials and energy bring companies under growing competitive pressure.

Much of Samsung’s success in the electronics can be attributed to its vertical integration. Originally a components manufacturer, the company designs and manufactures not only its gadgets, but many of the individual parts inside them. According to ManMohan and Seongha (2007), this approach may help mitigate some traditional supply chain risks at Samusung, but it also creates significant exposure to less obvious risks inherent in vertical integration itself, making the crisis a valuable case study for entities in other sectors as well. As companies become their own suppliers and assume responsibility for the foundational elements of their products, they reduce their ability to find relief in the event of a recall. Without a supplier, the vertically integrated company has no other entity to which to turn to offset either the reputational or financial damage caused by defective products.

Contracts with suppliers or manufacturers typically hinge on limitation of liability, and as liabilities have grown more damaging and products more complex, companies are increasingly specific in constructing terms to assign suppliers full responsibility for the consequential damages should a given component cause the final product to fail. Broadly speaking, a company that serves as its own supplier may find recovery options significantly limited and both financial and reputational risk amplified in the event of a recall. This does simplify the insurance recovery process, but as that stems from the restricted number of parties to a claim, that comes at the expense of added risk to the manufacturer, which will have to foot far more of the bill.

Until recently, Korean company Samsung was said to be slightly behind its competitors in terms of researching and developing modern technology, but the company’s recent strategy suggests that it’s committed to closing the gap and even competing for the top spot. Since 70 percent of the world’s data is produced and stored on Samsung’s products, the company is the leading provider of data storage products in the world. By revenue, Samsung is the largest consumer electronics company in the world as it sells 500 million connected devices a year.

Samsung has combined all smart programs into a new Smart Things app that makes it easier to connect and control all devices. Not only will all Samsung devices be Internet of Things ready, they will also have AI by 2020 (Samsung, 2018). This means that AI capabilities would be a part of every device it manufacturers by 2020.

Bixby, Samsung’s artificial intelligence system designed to make device interaction easier, debuted with the Galaxy S8 smartphone. Bixby 2.0 allows the AI system to be available on all devices including TVs, refrigerators, washers, smartphones and other connected devices (Samsung, 2018). It’s also open to developers so that it will be more likely to integrate with other products and services. Bixby is contextually aware and understands natural language to help users interact with increasingly complex devices. Samsung plans to introduce a Bixby speaker.

From the above study, it can be summed that Samsung Electronics’ global supply chain management was developed basing on the new management that started 1993. The study further concludes that the Samsung Electronics’ global supply chain management has been bringing new solutions regarding sustaining its market penetration. This implies that supply chain management can achieve something that is beyond maximum profitability and create a shared value to accomplish sustainable growth. To remain competent in sustainable growth, a company should provide opportunities and collaborate, so as to evolve to an advanced level of supplier partnership.

The study also concludes that Samsung is an international corporation with operations scattered in over 80 countries world over. This had made Samsung products reach every corner of the world. Where production has not been domesticated, Samsung has employed transfer pricing which has helped in reducing duty costs by shipping goods into countries with high tariff rates at minimal transfer prices so that the duty base of such transactions is fairly low. Reducing income and corporate taxes in high tax countries by overpricing goods that are transferred to countries with lower tax rates has also helped Samsung to obtain higher profit margins.

The study also concludes that with Samsung’s reputation in data analytics and success with Android, appliances and home electronics and its earlier lessons with AI and a resolute strategy toward internet of things and excellence, the future looks promising for Samsung to close the gap between itself and competitors in the race to be prepared for the 4thindustrial revolution and innovations from big data, artificial intelligence and robotics.

Marketing Strategy of Samsung Company

Introduction

Samsung Electronics Co., Ltd, South Korean multinational electronics company, has been a major manufacturer of electronic components for five decades. In the 1990s Samsung expanded into the global electronics markets. It is currently one of the world’s largest manufacturers of mobile phones and smartphones. The Company is also a major vendor of tablet computers, particularly its Android-powered Samsung Galaxy Tab collection, and is generally regarded as pioneering the phablet market through the Samsung Galaxy Note family of devices. Not too far ago, Samsung wasn’t as popular as now. They struggled to keep up with the smartphone market, but now Samsung has progressed so much that they are the main competitor of Apple Inc. Besides, Samsung is the largest tech business by revenue and the seventh most valuable brand today. They have 150,00 employees around the globe. Samsung produces various electronic products; mobile phones, tablet PC, laptops and chrome devices, LCD and LED Televisions, cameras, home appliances, and accessories.

Samsung Electronic produced android smart phones; the Samsung Galaxy S9 and Samsung Galaxy S9+ (shortened to S9 and S9+, respectively) as part of the Samsung Galaxy S series. The Samsung Galaxy S9 phone was introduced in 2018 February (Field, 2018), following the analysis of the Samsung’s advertising, packaging and website with application to 4 P’s of marketing.

The enhanced camera and better positioned fingerprint scanner of S9 and S9+ attracted to the customers worldwide. Samsung Galaxy S9 rang bell in head-to-head fight with Apple’s iPhone X as it was a faster and notably cheaper challenger to Apple’s iPhone X.

The marketing strategy of Samsung

John Dudovskiy said that Samsung spent a total of USD10.2 billion on marketing in 2016. This included USD3.9 billion toward advertisements. Samsung marketing strategy integrates various forms of advertising, events, and experiences, public relations, direct marketing, and personal selling. Samsung marketing strategy is based on the principles of “The Master Brand” and “marketing mix”. It has helped the firm to build trust in every product they manufacture.

The pricing model of Samsung depends on the prices of competitor’s products using two pricing strategies. The first strategy is “Skimming Price Strategy” – Smartphones of Samsung are leading the market with Apple’s iPhone. Like Apple, Samsung also uses skimming price to gain the upper hand over their competitors. For instance, Galaxy S6 and S6 Edge are the brand new products of Samsung carrying the slogan “Next is Now” and claiming that they are the most beautiful smartphones ever created. S6 Edge (64 GB) that costs 1,180$ will brilliantly and smoothly sell around the globe. But, when other competitors launch a smartphone with identical features, Samsung lowers the price and easily steal customers from the competitor.

The second strategy is “Competitive Pricing Strategy”. Unlike smartphones, Samsung has difficulties in gaining an edge over its competitors with other products. In terms of home appliance, it can’t possibly surpass LG. Furthermore, in Cameras Cannon and Nikon are leading the market. So, for Samsung to withstand this fierce competition, it introduces a change. Samsung uses major electronic goods retailers such as reliance digital and Samsung Smart Cafes Institutional sales such as the airport, Shopping malls etc.

According to Winer and Dhar (2011), the 4 P’s of marketing include the product’s price, channels of distribution (promotion), actual product, communications and customer relationship management (place). We can have a closer look at value proposition using 4P’s of Marketing for Galaxy S9 as an example. Product; the product is a premium-class smartphone of the global manufacturer Samsung, called Galaxy S9. It has a great camera, face and iris recognition functionality, stereo speakers made by AKG company, many beautiful looks and another dozen of high-quality elements inside and out, which tells an average person that Galaxy S9 is a beautiful and undoubtedly powerful smartphone (“Galaxy S9 | S9+”, n.d.). Price: the price of the Samsung Galaxy S9 is the cheapest among its close competitors, like Apple’s iPhone XS with 25% higher price or Google’s Pixel 3 with 10% higher price (Dolcourt, 2018).

Promotion; Samsung Galaxy S9 used every possible way of promotion. There are billboards on the streets and inside every mall, commercials playing on TV and a lot of paid advertisements in Facebook and Instagram. Place; The communication with customers for the Samsung Galaxy S9 sales is done via two main channels: the website and sales agents inside the retailers’ stores. So, they are communicating the product to every person who is interested in it.

Brand evolution of Samsung comes from innovation. Samsung has launched the newest installment of its episodic consumer-focused ad campaign, “Samsung Within,” an ongoing interactive web and mobile experience series depicting Samsung’s legacy as a company: it’s philosophy, the meaning of its name, and its cultural drive for pursuing relentless innovation and how it’s latest smartphone.

Evaluation of Samsung current marketing strategy and implementation

Samsung use of segmentation strategy by targeting different market segments is working well for them too. Samsung realizes every need in the market and offers products for different customer segments. They have positioned their products well, and they have let their customers know they are offering something for everyone. They have mastered the idea of creating products that are suitable for their chosen market segments, and positioning itself clearly so that customers are aware they recognize their needs. Everyone can see this by how they advertise their products effectively in the market, by clearly communicating how ordinary people can take advantage of the technology they are offering. Most smartphone companies do not communicate the benefits clearly and in a way an ordinary person can understand. Samsung communication strategy in its promotion component of marketing mix shows exactly who they are targeting and what they are offering to the targeted market.

References

1. Samsung Electronics – Wikipedia(2019). Retrieved from https://en.wikipedia.org/wiki/Samsung_Electronics
2. Samsung Defies the Elements in New Ad Campaign ‘Samsung Within (2019). Retrieved from https://news.samsung.com/us/making-of-make-it-yours-jesse-coulter-samsung-galaxy-s9/
3. Samsung Marketing Strategy: The Master Brand · Inevitable Steps(2019).Retrieved from http://inevitablesteps.com/marketing/samsung-marketing-strategy/
4. Samsung Marketing Strategy – research-methodology.net https://research-methodology.net/samsung-marketing-strategy-4/