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 is workings as the South Korean organization at international level. Samsung
main office has been developed in Seocho District, Seoul, South Korea. This is working as one
of the biggest electronic devices producers within the world. Samsung at regular level is
manufacturing many kinds of different products and services. This has become one of the most
recognizable organizations with innovative technique. The company produces almost one fifth of
nation total exports. This includes the many affiliated businesses. Many of them are mainly
united under the big brand such as Samsung. It is working as the biggest South Korean business
conglomerate. This has the 8th biggest global brand value (Jung, 2014). All these areas would
lead to drive the growth subsequently. The company was separated within the five business
groups. Products of Samsung grew through reaching the new heights to innovation and
technology. Year of Samsung organization commencement was 1938. Samsung entered the
industry of electronics in year 1969 with many electronic focused divisions. Black and white TV
was the first product of Samsung Company. This started to export electronic products during
1970s. This

Aim
Aim of the report is 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 the success in relation to make the hard core fan base at international
level through effectively elevated experience of customer with products, services, and moving at
fast pace with technical advancement. Products of the Samsung are formed as per the time with
variety. The company has undertaken the many strategies. Some of them are innovative
technology, quality assurance, and 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 positive level of experience with special presentation. The company has performed
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at effective level in relation to ensure that all features leads to improve the level of curiosity in
mind of customers. This will present that organization is maintaining the strong base of loyal
customers on a continue basis. 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. Below discussion will
present the Samsung organization work with three box resolution and ensure innovation.

 Innovation technology

Samsung Company products are very special in compared to the other organizations within the
market (Chang, 2011). The company introduced first time a 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 experience of display to a next level.

Samsung Company has presented the legacy with the Galaxy Note Edge. The company has
launched curved display first time. This presented grip with infinity display. This has presented
infinity display. It led to present the bezel less design. This presents immersive experience in
relation to viewing. One of the first smartphone is recognized as the Galaxy S9 (2018) which
feature the Dual Aperture camera a pioneering innovation of camera which leads to perform
more effectively within the 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 [ CITATION Sam191 \l 1033 ].

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

 Assurance of quality

Samsung product quality is assured at high level as reflected through the effectiveness within the
all features as well as extended the level of product guarantee (Haizar, et al., 2020). The
company has ensured the sense of satisfaction among all of the users in compared to all of its
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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 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 direct level
from the Samsung Phone can be stored at digital level on Wallet app. This supports in
effectively marking the level of location where 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 laptop with remarkable quality which is not
provided with the competitors of organization. The company ensures quality through the
products design (Appendices 2).

Level of quality in relation to 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 necessary level of improvement within the number of
customers that prefers their brands to source as well as create the products within the
environmentally responsive manner. Big organization such as Samsung is aware about the
requirement to create the products and satiate all ethical chic users.

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

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

The company is interested in relation to acknowledge that the design group for Samsung is
functioning as the effective separate entity. Segmentation in Samsung undergoes with the
renovation phase in relation to get into the product final detail. In case of Samsung Company at
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 the
competitive benefits despite many kinds of ups and downs.

In 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 executive but it still
survive 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 design group identified that unmet requirement within the market [ CITATION
Kim151 \l 1033 ]. 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 concept in relation to design of the product refer that shifting speakers location from a
side to 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 that 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
quality of audio could be compromised. This product with many speakers at a chevron led to
shape bottom edge which was released within the market of Europe and model as hit. Design
team of the organization presented the daring design with involvement of glossy white border
[ CITATION Dcr21 \l 1033 ]. This model in time period of six month sold the staggering one million
units.
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Strategic goals of actions

In today’ competitive business environment there have been many challenges due to high
level of competition, innovation and technological development. This has forced the organization
to ensure the technical advancements as well as retain the customers. Big organization like
Samsung at regular level follows the simple organizational philosophy. The company devotes the
talent as well as technique in relation to making the superior services and goods which lead to
contribute to effective business environment. Strategic objective of the company are 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 resolve all the challenges which concerns to prevent many
calamities as well as to keep up with the present share in market (Coe, & Lee, 2013).

Conclusion
Samsung has progressed at slow level initially. There has been an effective work in
developing the brand through regular level of invention that they have formed with phones. The
company through the effective strategic management works to measures practices which have
supported the every master brains that have worked discreetly for it to easily retain value of
product. This makes them effective in comparison to the other related organizations in the
market. The company is working with the innovative strategies which enable to maintain the
strong position within the market. This has created the organization a leader within the technical
and inventive world. Samsung has preserved 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 high level of competition.

Recommendations
Big organization like Samsung should work with the price skimming strategies. This will
enable the company to regularly focus on every product with the objective to reach the every
possible customer who has emotion to gain access to the all products and services. This will
enable the company to gain the competitive advantage through all of the attractive products and
services. It does exclude new products and services with inventive technology as they at regular
level need to go with higher level of price before other organizations goes to utilize the similar
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technology. In today’s competitive business environment there are many technologies taking
place at regular level.

The company should works to introduce the 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 is announced is noted whenever Samsung
products come into market. This is important for the 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 to create the loyal and new base of customers on a
continue 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

[ CITATION Vai211 \l 1033 ]

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Appendices 2: Design of products

(Jang, et al., 2019)