Strategic Management : Samsung Case

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Samsung 03-12-12
Case Study – Strategic Management

Contents
1. What are Samsung's Business Model and CVP (customer value proposition)? (30 marks)3
Samsung Business Model – Canvas3
Key Partners of Samsung3
Key activities of Samsung3
Key Resources3
Cost structure3
Revenue screams4
Value Proposition4
Customer relationships5
Channels5
Customer segments5
Business Model Assessment:5
Customer value proposition – Samsung6
2. What are Samsung's Dynamic Capabilities (30 marks)8
3. How Samsung re design a Smartphone, creating a Blue Ocean and making smart phones available to the masses at breakthrough price points (40 marks)9
The Four Steps of Visualizing Strategy9
Visual awaking9
Visual exploration10
Visual strategy fair10
Visual communication11

1. What are Samsung's Business Model and CVP (customer value proposition)? (30 marks)

Samsung Business Model – Canvas

Key Partners of Samsung

* Samsung Enterprise Alliance Program for customer to be a partner

The partner program designed to provide differentiated benefits for sales, marketing and solution development to enable leading domestic and global ISV and SI partners to create new profit models through the enterprise mobile solution business. The partner program designed to provide differentiated benefits for sales, marketing and solution development to enable leading domestic and global ISV and SI partners to create new profit models through the enterprise mobile solution business.

* Connections with BMW. The did adverting fort he New Samsung II Galaxy. * Callcenter
* Special Webdesigner
* Designer
* Logistic-centre
* Distributor and supplier
* Special campaigns
* Contract supplier for mobile calls

Key activities of Samsung

* Customer service
* Shipping system
* Advertisement
* Taking an order
* Training of the Mobile-Supplier like Vodafone, O2… to be specialist. * Special Shops in big cities for the Notebook sector

Key Resources

* Commodity and goods
* Webiste with Onlineshop
* Stores all over the world

Cost structure

* Investement
* Built up new stores
* Advertisement
* Sell by other companies
* Campaign costs
* Marketing costs
* Supply-programm-costs

Revenue screams

* Sales
* Advertsiement advantages

Value Proposition

* Best displays in the world
* Online shop
* Big amount of diversity/variation (TV, PC, Notebook, Mobilephone, Smartphone, etc.) * Emotional customer service
* Easy way to order products or services
* Free shipping costs
* To be a partner of Samsung
* “The customer has spoken” – Samsung Homepage

Customer relationships

The customer relation is possible over all channels that are possible. Via Mail, call, service, automatized, privat and more. Also Samsung give a customer the opportunity to develop a generall support (each month or year). But please have a look to the customer segments.

Channels

* Online shop
* Shopping-portals
* Google Adwards
* Facebook ads
* Normal shops where you can buy TV and so on… (Media Markt) * Multi media stores
* Mobile/smartphone stores

Customer segments

* Everey product segment has his own customer segments
* Special at the moment: ALL mobile internet user!!! (Compare Apple) * So Samsung delvered all segments
* All these products are used by everyone at all stages of the life: * TV
* Camera
* PC
* Notebook
* Smartphone
* Tablet

Business Model Assessment:

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Samsung is one of the most successful companies. As you can see at the assessment there is only one point to explain. The relationship to the Samsung customer are strange. The problem is, that Apple Smartphones are safer. This depends on the software that Samsung delivered. So one big point for Samsung is to change...
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