Design Strategy at Samsung Electronics :
“Becoming a Top-Tier Company”
Problem Definition
Samsung used to be underestimated. Samsung
survived the blow of the monetary crisis affecting the region asia. This new quality and design
trajectory was temporarily thwarted by the IMF crisis of 1997, which brought
Samsung to the brink of bankruptcy. At the previous time, Samsung had not given priority to either marketing
or design. The company engineers had
assumed that if their products were good enough, they would sell. If
their products are considered good and ready to jump into the market, they would immediately
sell it. They think the Samsung’s product
that was ready for the market, without they think about consumers will not see
from the design.
The
main problem and most important is how Samsung strengthen their brand identity
through marketing. To compete globally rather than merely to suply its local
market. So we need to understand them if we are to go into global market.
Product
Information
Samsung have several product marketed, the first
business to be associated worldwide with the Samsung brand is:
·
Digital Media Business
Home of color TVs, audio and video equipment, and
computers and computer peripherals, digital media was the first business to be
associated worldwide with the Samsung brand.
·
Telecommunication Network Business
The TNB could be said to be
samsung's ambassador to the wired generation. samsung pioneered the
antenna-less clamshell cell phone that was widely distributed through wireless
service providers. samsung led in the establishment of recycling centers for
cell phones in korea. digital convergence was the watch-word, and samsung
aspired to be the first to combine technologies and functions for ever
multiplying consumer applications.
·
Digital
Appliances Business
In
this sector, slower moving than cell phones because of the longer life of these
appliances, samsung’s main products were refrigerators, air conditioners,
washing machines, microwave ovens, and vacuum cleaners.
·
Semiconductor
Business
As the leading supplier worldwide, the company put
'a little bit of Samsung into many competitors' products. its ownership of this
sector enhanced its time to market in such volatile fields as mobile phones.
·
LCD Business
Samsung was not so invested in the older technology
went directly into the company's own computer monitors, notebook PCs, LCD TVs,
and mobile phones, as well as to outside customers.
Marketing Strategy
Marketing
products is one important
part of business marketing
strategy. With the marketing products, helping
businesses to inform their products to market. In addition, the marketing of products also help
the entrepreneurs to increase sales figures in order to achieve turnover of products they are targeting. Many strategies can be
used by Samsung to
improve its product marketing,
from creating products that consumers needed, provide
prices to suit the target market, choosing a
strategic business location, and conduct marketing
activities that support increased sales and marketing.
Solution
Many
companies are expecting customers to come alone,
but has no specific marketing strategy
that is able to attract consumer interest. Business people always think, that a
quality product without dimarketing
can bring in consumers. Yet no matter how good our
product, consumers will not be known without any marketing support. Quality
products that are not supported by
marketing the product, simply will not compete
with other products because many new products come with a better
quality. For that create a unique marketing strategy
to attract customers
into our target market. How Samsung could be
viewed as an interesting product
and recommended for
purchase by its customers.
So Samsung can have a reputation as a technological
device manufacturers the most beautiful product on earth.
by Syndicate A2
MBA ITB R-45-A
