Running Head: STRATEGIC MANAGEMENT

SAMSUNG

STRATEGIC MANAGEMENT

INNOVATION
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Executive summary
In today’s competitive business environment, it is important for every organization to
ensure the application of innovative practice and achieve necessary level of growth. Big
organizations like Samsung have applied many kinds of innovative strategies. This discussion
will detail three innovating approaches of Samsung Company. Application of all three
innovation strategies has enabled the organization to accomplish growth at necessary level.
Samsung has ensured success with development of positive brand image. The company works to
create the necessary level of curiosity in mind of customers with effective practice and
innovative strategies. This report will represent the strategies which have been applied through
the organization in relation to achieve success. This will present many efforts that identified to
ensure that organizational strategies were applied effectively. Strategic management leads to
present the better result for the organization and resolve the challenges.
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Table of Contents
Introduction......................................................................................................................................3

Aim..................................................................................................................................................3

Discussion........................................................................................................................................3

Strategic goals of actions.............................................................................................................6

Conclusion.......................................................................................................................................7

Recommendations............................................................................................................................7

References........................................................................................................................................9

Appendix........................................................................................................................................10

Appendices 1: Global research & development expenditure at Samsung Electronics between

2009 and 2020............................................................................................................................10

Appendices 2: Design of products............................................................................................11

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Introduction
Samsung headquartered in South Korean is among the leading brand in the international
electronics manufacturing sector. It has its head office established in Seocho District, Seoul,
South Korea. Samsung focuses towards manufacturing different products and services in the
electronics segment to meet the changing customer needs and requirements in the industry. The
focus of Samsung towards innovation has helped the brand to be among the most recognizable
organizations in the global market. The company contributes towards approximately one-fifth of
the nation’s total exports. The company was separated into five business groups. This includes
the many affiliated businesses. Many of them are mainly united under big brands such as
Samsung, resulting in being the biggest South Korean business conglomerate. Also, Samsung
has 8th biggest global brand value (Jung, 2014). The products of Samsung grew through reaching
new heights to innovation and technology. The Year of Samsung organization commencement
was 1938. Samsung entered the industry of electronics in the year 1969 with many electronic
focused divisions, and with the constant focus towards the business or product innovation,
Samsung has launched Black and white TV as the first product of company.

Aim
This report aims to demonstrate how organization Samsung has enforced the significant
strategies which have enabled it to remain highly accepted and one of the best global brands. It
has achieved success in relation to making the hardcore fan base at an international level through
effectively elevated experience of the customer with products, services, and moving at a fast
pace with technological advancement. Products of Samsung are formed as per the time with
variety. The company has undertaken many strategies. Some of them are innovative technology,
quality assurance, and the design of products.

Discussion
Samsung has been quite effective within the marketing approach to ensure that products
with recent traits, designs, programs, and functions are effectively revealed to ensure that every
customer has a positive level of experience with a special presentation. The company has
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performed at an effective level in relation to ensure that all features lead to improve the level of
curiosity in the mind of customers. This will present that organization is maintaining a strong
base of loyal customers on a continued basis. The report has undertaken the crucial evaluation in
relation to organizational strategies which will be discussed below that successor of the
organization is following to move forward through improving the organizational profits. The
below discussion will present the Samsung organization work with three box resolutions and
ensure innovation.

 Innovation technology

Samsung Company products are very special in comparison to the other organizations within the
market (Chang, 2011). The company introduced its first-time smartphone Galaxy S within the
year 2010. Organizational Super AMOLED Display presented the popularization with
AMOLED displays as well as led an era of big-screen smartphones. Dynamic AMOLED display
of the Samsung product Galaxy S10 line has forwarded the experience of the display to the next
level.

Samsung Company has presented the legacy with the Galaxy Note Edge. The company has
launched a curved display first time. This presented grip with an infinity display. This has
presented an infinity display. It led to present the bezel-less design. This presents an immersive
experience in relation to viewing. One of the first smartphones is recognized as the Galaxy S9
(2018) which feature the Dual Aperture camera a pioneering innovation of camera which leads to
performing more effectively within low light situations. Development within the technique of
galaxy camera supports Galaxy S10 users to enjoy the broader view field with an Ultra wide lens
as well as capture professional-grade pictures and videos (Samsung Newsroom, 2019).

An organization with the inventive feature in products has created the space for its own within
the digital era. There is a critical example of product renovation with changes reflecting with
time. Global research, as well as development expenditure, will remain effective to understand
the organizational spending on innovation and technology (Appendices 1).

 Assurance of quality
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Samsung product quality is assured at a high level as reflected through the effectiveness within
all features as well as extended the level of product guarantee (Haizar, et al., 2020). The
company has ensured a sense of satisfaction among all of the users compared to all of its
competitors. This is the fact that different features of Samsung can be utilized with different
products of Samsung. This has supported it to maintain digital level download very safe as well
as improve the number of hardware devices sales. This is recognized at the high level that the
products of Samsung are lighter in comparison to the many other competitive organizational
gadgets. Every product of the company is very strong because of its exceptional level of focus on
quality (Margulis & Galli, 2018).

For example, the announcement on the Samsung card which can be easily applied at a direct
level from the Samsung Phone can be stored at the digital level on the Wallet app. This supports
effectively marking the level of the location where the amount of payment has been created,
creating the tracking in relation to transactions very easy. The company is providing the physical
card as per the requirements. These are created with Titanium that ensures the creation and
presentation of new features. Samsung is providing the computers or laptops with remarkable
quality which is not provided by the competitors of the organization. The company ensures
quality through the design of the product (Appendices 2).

The level of quality to the experience level of customers, products with longevity as well as
special attention to every product is detailed which keeps Samsung outstanding within the
competitive market. There is the greater focus as the important part of its strategic management
which refers usually no kinds of products and services would reach any market without generally
meeting any standard of quality. There is a necessary level of improvement within the number of
customers that prefers their brands to source as well as create the products within an
environmentally responsible manner. A big organization such as Samsung is aware of the
requirement to create the products and satiate all ethical chic users.

Moreover, quality level in relation to Samsung has enabled to accomplish the necessary level of
growth within the competitive business environment. Regular adoption and advancement are
important for a team of quality to ensure that it regularly maintains many competitive benefits.
Organizational products with refurbishment are part of a quality group of the organization to
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ensure that procedure of e-recycling is appropriately and regularly carried out (Ali, Muhammad,
& Park, 2011).

 Products design

In today’s time product design is recognized as the key tactic which an organization uses.
Samsung holds the title with effective and attractive designs which all of its competitors do not
possess. This is very clear from the designs of the products which have emerged within the
organization as the key success factors. The company has been regularly evolving throughout
time (Chang, Zhang, & Xiong, 2019).

The company is interested in relation to acknowledging that the design group for Samsung is
functioning as an effective separate entity. Segmentation in Samsung undergoes the renovation
phase about getting into the product final detail. In the case of Samsung Company at the weekly
level, its products and services design group ensure the right level of observation. This kind of
practice has enabled the organization to ensure the right level of innovation and gain competitive
benefits despite many kinds of ups and downs.

In the case of big organizations procedure of innovation is very long as well as tortuous. If the
team of design with new concepts wins all raves as well as garners support from executives but it
still survives many downstream decisions. Galaxy note product development leads to create the
case in this point. The company products are Galaxy S smartphone as well as Galaxy tab tablets.
Members of the design group identified that unmet requirement within the market (Kim & Yoo,
2015). At regular level design group takes almost 6 weeks in relation to complete and ensure the
development of products and services accurately.

One of the concepts about the design of the product refers that shifting speakers location from
the side to the bottom of a panel in relation to form the TV appealing as well as futuristic.
Designing group of Samsung has identified that shifting of all speakers might lead to cause the
challenge within the audio quality that might influence the customer buying decision. This has
been identified through the group of design which presented that majority of the individuals no
longer relied on an internal speaker and preferred specifically home theatre. It presented that the
quality of the audio could be compromised. This product with many speakers at a chevron led to
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shape bottom edge which was released within the market of Europe and model as a hit. The
design team of the organization presented the daring design with the involvement of a glossy
white border (Dcruz, 2021). This model in the time period of six months sold a staggering one
million units.

Strategic goals of actions

In today’ competitive business environment there have been many challenges due to the
high level of competition, innovation and technological development. This has forced the
organization to ensure technical advancements as well as retain customers. A big organization
like Samsung at a regular level follows the simple organizational philosophy. The company
devotes talent as well as technique in relation to making superior services and goods which lead
to contribute to an effective business environment. The strategic objective of the company is an
important part of its culture, function, and management which lead to present governing
initiatives. These are the creativity, partnership, and great people. Samsung would gain benefit
through focusing on strengthening the screening and resolving all the challenges which concern
preventing many calamities as well as keeping up with the present share in the market (Coe, &
Lee, 2013).

Conclusion
Samsung has progressed at a slow level initially. There has been effective work in
developing the brand through the regular level of invention that they have formed with phones.
The company through effective strategic management works to measure practices that have
supported every master brain that has worked discreetly for it to easily retain the value of the
product. This makes them effective in comparison to the other related organizations in the
market. The company is working with innovative strategies which enable it to maintain a strong
position within the market. This has created the organization a leader within the technical and
inventive world. Samsung has preserved its level of quality. This has improved the application of
all key strategies for the short term run and long term run. It has also supported to regularly keep
up within the pace with the high level of competition.
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Recommendations
A big organization like Samsung should work with price skimming strategies. This will
enable the company to regularly focus on every product with the objective to reach every
possible customer who has emotion to gain access to all products and services. This will enable
the company to gain a competitive advantage through all of its attractive products and services. It
does exclude new products and services with inventive technology as they at regular level need
to go with a higher level of the price before other organizations go to utilize the similar
technology. In today’s competitive business environment there are many technologies taking
place at a regular level.

The company should work to introduce newer and different technology to have the
patency to easily prevent imitation from many other brands. Lack of stock in relation to every
potential customer when the product and services are announced is noted whenever Samsung
products come into the market. This is important for a big organization like Samsung to apply
the right strategy and ensure to maintain the right level of innovative products and services stock
within the organization which support creating a loyal and new base of customers on a
continuous basis. It will eventually enable the organization to help in the pricing approach to
move ahead more effectively.
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References
Ali, M., Muhammad, A., & Park, K. (2011). A spiral process model of technological innovation
in a developing country: The case of Samsung. African Journal of Business
Management, 5(7), 2874-2889.

Chang, V., Zhang, W., & Xiong, C. (2019). The strategic view and development of corporate
social responsibility: the case study of Samsung. International Journal of Strategic
Decision Sciences (IJSDS), 10(1), 105-130.

Chang, S. J. (2011). Sony vs Samsung: The Inside Story of the Electronics Giants' Battle For
Global Supremacy. John Wiley & Sons.

Coe, N. M., & Lee, Y. S. (2013). ‘We’ve learnt how to be local’: the deepening territorial
embeddedness of Samsung–Tesco in South Korea. Journal of Economic
Geography, 13(2), 327-356.

Haizar, N. F. B. M., Kee, D. M. H., Chong, L. M., & Chong, J. H. (2020). The impact of
innovation strategy on organizational success: A study of Samsung. Asia Pacific Journal
of Management and Education (APJME), 3(2), 93-104.

Jang, S. H., Lee, S. M., Kim, T., & Choi, D. (2019). Planting and harvesting innovation-an
analysis of Samsung Electronics. International Journal of Quality Innovation, 5(1), 1-16.

Jung, S. C. (2014). The analysis of strategic management of samsung electronics company

through the generic value chain model. International Journal of Software Engineering
and Its Applications, 8(12), 133-142.

Samsung Newsroom, 2019. 10 for 10: Highlights from a Decade of Galaxy Innovation. [Online]
Available at: https://news.samsung.com/global/10-for-10-highlights-from-a-decade-of-
galaxy-innovation
[Accessed 24 11 2021].

Vailshery, L. S., 2021. Research & development expenditure at Samsung Electronics 2009-2020.
[Online]
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Available at: https://www.statista.com/statistics/236924/samsung-electronics-research-

and-development-expenditure/
[Accessed 23 11 2021].
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Appendix

Appendices 1: Global research & development expenditure at Samsung Electronics

between 2009 and 2020

(Vailshery, 2021)
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Appendices 2: Design of products

(Jang, et al., 2019)