Marketing Samsung

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1.How was Samsung able to go from copycat brand to product leader?

Samsung was a copycat brand from the time it started to around the 90s. Some of the first items they made were calculators and black and white TVs. In 1993 Samsung unveiled a new strategy that they called “New Management”. They made the decision not to be a cheap copycat brand anymore. Samsung cut ties with low end retailers like Kmart and Wal-Mart. They started distributing at stores like Circuit City and Best Buy. They started making innovated electronics and coming up with new ideas instead of just copying other brands. Today their goal is to keep coming up with new ideas.

2.Is Samsung’s product development process customer centered? Team based? Systematic?

a.According to the book on page 269, Customer-centereed new-product development is New-product development that focuses on finding new ways to solve customer problems and crate more customer satisfying experiences. Samsung uses the product development process by using market testing. They made sure to get a certain reaction from the consumers. If they did not get a wow effect from the market test they would go right back to the y studio. b.According to the book on page 270, Team-based new-product development is an approach to developing new products in which various company departments work closely together, overlapping the steps in the product development process to save time and increase effectiveness. Samsung uses the Team-based approach when they started the “New-management era they strategy was to make Samsung the premier brand and the new strategy was a top-to-bottom for the whole company. c.According to the book on page 270, Systematic new product development is when the process is holistic and systematic rather than compartmentalized and haphazard. Samsung uses the Systematic new product development by investing heavily in the development of new innovated ideas and making sure that they have a young innovative group of...
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