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Samsung Excellence Marketing: 1. What Are Some of Samsung's Greatest Competitive

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Le Vo Bao Ngan

Samsung has several competitive strengths that could enable it to reach $400 billion in sales by 2020: - Samsung invests heavily in research and development to stay ahead through innovations like being the first to produce Blu-Ray players and popularizing PDA phones. - Their manufacturing flexibility allows new products to reach stores within six months, getting ahead of competitors. - Samsung has leadership in components and devices, partnerships with Microsoft and Google, and is expanding into growing markets like healthcare that could drive continued growth. - Past performance growing sales despite smaller margins, being a global leader in TVs and memory chips, and focus on smartphones suggests $400 billion is feasible with their focus on innovations.

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Samsung Excellence Marketing: 1. What Are Some of Samsung's Greatest Competitive

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Le Vo Bao Ngan
262 views2 pages
Samsung has several competitive strengths that could enable it to reach $400 billion in sales by 2020: - Samsung invests heavily in research and development to stay ahead through innovations like being the first to produce Blu-Ray players and popularizing PDA phones. - Their manufacturing flexibility allows new products to reach stores within six months, getting ahead of competitors. - Samsung has leadership in components and devices, partnerships with Microsoft and Google, and is expanding into growing markets like healthcare that could drive continued growth. - Past performance growing sales despite smaller margins, being a global leader in TVs and memory chips, and focus on smartphones suggests $400 billion is feasible with their focus on innovations.

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SAMSUNG CaseStudy

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Samsung has several competitive strengths that could enable it to reach $400 billion in sales by 2020: - Samsung invests heavily in research and development to stay ahead through innovations like being the first to produce Blu-Ray players and popularizing PDA phones. - Their manufacturing flexibility allows new products to reach stores within six months, getting ahead of competitors. - Samsung has leadership in components and devices, partnerships with Microsoft and Google, and is expanding into growing markets like healthcare that could drive continued growth. - Past performance growing sales despite smaller margins, being a global leader in TVs and memory chips, and focus on smartphones suggests $400 billion is feasible with their focus on innovations.

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© All Rights Reserved
Download as PDF, TXT or read online from Scribd
Download as pdf or txt
262 views2 pages

Samsung Excellence Marketing: 1. What Are Some of Samsung's Greatest Competitive

Uploaded by

Le Vo Bao Ngan
Samsung has several competitive strengths that could enable it to reach $400 billion in sales by 2020: - Samsung invests heavily in research and development to stay ahead through innovations like being the first to produce Blu-Ray players and popularizing PDA phones. - Their manufacturing flexibility allows new products to reach stores within six months, getting ahead of competitors. - Samsung has leadership in components and devices, partnerships with Microsoft and Google, and is expanding into growing markets like healthcare that could drive continued growth. - Past performance growing sales despite smaller margins, being a global leader in TVs and memory chips, and focus on smartphones suggests $400 billion is feasible with their focus on innovations.

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Full name: Le Vo Bao Ngan

Student code: 2021008487

SAMSUNG EXCELLENCE MARKETING


1. What are some of Samsung’s greatest competitive strengths?
Throughout Samsung's existence, the brand evolved with the changing times resulting in
diverse competitive strengths. At the beginning, Samsung concentrated on volume and
market domination to help expose the Samsung brand as a true competitor against other
powerhouse brands like RCA and Sony. Then, after the Asian financial crisis in the late
90s, Samsung changed strategies by cutting company fat, emphasized product quality, and
manufacturing flexibility. 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, 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 iPad has not even crossed that bridge yet. This newly found
strength allowed Samsung to exaggerate their product turnover ratio to less than six months.
More recently, Samsung’s greatest competitive strength comes from a combination of
research towards innovations technology, key partnerships with Sony and Microsoft.
What is shown by Samsung is that investing in product innovations only would not last
them long in the market because of the pressure for product innovations from competitors
all over the world. Knowing that, they have strategically going into manufacturing
flexibility which allowed its consumer electronic products to go from project phase to store
shelves within six months. With this implemented strategy they can introduce new products
way ahead of their competitors in the market and gains brand loyalty from consumers.
They also run successful ad campaigns / sponsorships that link the technology and design
with humans. It is something unique to create the link between the two as the consumers
are all humans.

2. Samsung’s goal of $400 billion in sales by 2020 would bring it to the same
level as Walmart. Is this feasible? Why or why not?
We did not see reason why Samsung could not reach their goal of $400 billion in sales by
2020. Samsung ended 2009 with record-high quarterly profits despite significantly smaller
profit margins. Today, Samsung is presently the 9th largest global brand, the global leader
in flat-panel TVs and memory chips, and the number-two player in mobile phones. All the
electronic items have new technology and quality. It is focused on growing technologies
such as smart phones and has partnered with both Microsoft’s Windows Mobile and
Google’s Android software. In addition, Samsung has formed a green partnership with
Microsoft to help create energy efficient computers. And unlike rival firms, Samsung has
become a global leader by making both components for electronics products and the actual
devices sold to consumers without acquiring major competitors. Their leadership position
in this particular segment 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 problems.
They are not only investing in product innovations but also in business process innovations
which make Samsung not only produce innovative products but they can produce it lots
quicker than their competitors. As at 2013 they have gained $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.

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