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Bài tập quản trị Marketing của Samsung
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Throughout Samsung’s existence, the brand evolved with the changing times resulting in various competitive strengths. In the beginning, Samsung focused on volume and market domination to help expose the Samsung brand as a true competitor against other powerhouse brands like Sony and RCA. Then, after the Asian financial crisis in the late 90s, Samsung switched strategies by cutting company fat, emphasizing product quality, and manufacturing flexibility. This newly found strength allowed Samsung to maximize its product turnover ratio to less than six months. More recently, Samsung’s greatest competitive strength comes from its innovation, and ability to produce a product at a fast pace. Samsung allocates a large portion of company spending to research and development in order to stay ahead of the game. Samsung was responsible for producing the first Blu-Ray player, the first cell phone with an MP3 player inside, and popularizing the PDA phone. Samsung also created a tablet PC that is Flash enabled. This is a big leap for tablets, and the iPad has not even crossed that bridge yet. Responsiveness, low cost structure, quick response to economic events. For example, Samsung cut costs and reemphasized product quality and manufacturing flexibility, which allowed its consumer electronics to go from project phase to store shelves within six months. Samsung also invested heavily in innovation and focused intently on its memory-chip business, and poured money into R&D during the 2000s. Samsung’s success has been driven not only by successful product innovation, but also by aggressive brand building over the last decade.
These innovations are what keep Samsung growing strong, and the rest of the competitors playing catch-up. Samsung is also a very well-known international brand. This stands true for Apple and Sony as well, however, Samsung commands an early Market share and yields enormous profit margins when it is the first to launch a brand new product on the market.
It is a feasible goal for Samsung when they targeted $400 billion in sales by 2020. Samsung is currently the 9 th largest global brand and 1 producer in smartphones, TV’s, and memory semiconductors (Samsung Tomorrow). Their leadership position in these particular segments of the market suggests the brand will thrive once it expands into new areas such as the health care and home energy markets. The health care and home energy markets are multi-billion dollar markets getting much attention in today’s world due to serious social and environmental issues. This is a specific goal that can be quantified and well understand by all levels of employees at Samsung. It is also measurable based on the company’s performance at the moment. They have done a lot of investment in research and development, for 2005 to 2010 only they have invested $40 billion and also in marketing through avarious marketing campaign and sponsorship to gain market share and industry leaders. They also invest a lot in innovations which turn them to be industry leaders in certain category such as smart phone, flat screen TV, smart watch and so on. They are not only investing in product innovations but also invest in business process innovations which make Samsung not only producing innovative products but they can produce it lots quicker than their competitors. As at 2013 they have gain $327 billion in sales, it is not impossible after what they have invested through extensive training and recruiting to gain competitive advantage through innovations within the next 7 years they can cap $400 billion in sales. Conclusion Samsung is a famous global company. It has manufactured electronics goods and other concrete goods. It is a well-known brand because of its service, excellent employees, Innovative reliable product. A responsible approach to business and global citizenship and globalization with partners and customers. Samsung is taking the world in progressive direction for new generations, trying to be the best brand in the field of electronics materials in the world by improving its size , price quality, capacity or power of the devices. Words: 695 Nguồn tham khảo: https://studymoose.com/samsung-swot-analysis-essay https://www.slideshare.net/AzharAlShafie/samsung-chapter- 11