Samsung Report
Business Planning and Change Management
Samsung has taken over the electronic world and is currently the number one, consumer electronic brand and has revolutionised the smartphone. Since its inception in 1969, Samsung has successfully transitioned from an analogue driven product line to a cutting-edge and award winning digital innovator that Is currently the world’s manufacture of mobile phones. With worldwide overall product sales of $US 200 billion, over 75,000 employees and a global network in 47 countries (ebscohost.com 2013), Samsung is truly a global giant, and has been recognised as one of the worlds top 100 Brands by Business Week magazine.
Samsung’s main strategy that has led them to be a world leader in the telecommunication marketplace is their willingness to produce new products at a rapid pace without the fear of weakening their brand. Samsung’s also instated a new vision for the next decade of technology, with a powerful motto “Inspire the world, Create the future” (Samsung.com 2013). The new vision reflects Samsung’s Electronics, vow to inspire its communities by leveraging Samsung’s three key strengths: “New Technology”, “Innovative Products”, and “Creative Solutions” (Samsung.com 2010)
Directing their strategies to different demographics in the market segmentation also played a large role in its current domination. It focused on more groups such as: • Middle Age Groups • Teenagers • Executive Class • Behavioral Segmentation • Technological Segmentation • Designing the new products for all of the latest trends • Appropriate pricing for all income groups within society • More of a B2B orientation
This allowed Samsung to change their Business plan to target groups like these, the younger generations, Professionals and the common mobile phone user to obtain and acquire customers to drive and retain sales.
The main management change has been implemented by Samsung chairman himself, according to
Samsung has taken over the electronic world and is currently the number one, consumer electronic brand and has revolutionised the smartphone. Since its inception in 1969, Samsung has successfully transitioned from an analogue driven product line to a cutting-edge and award winning digital innovator that Is currently the world’s manufacture of mobile phones. With worldwide overall product sales of $US 200 billion, over 75,000 employees and a global network in 47 countries (ebscohost.com 2013), Samsung is truly a global giant, and has been recognised as one of the worlds top 100 Brands by Business Week magazine.
Samsung’s main strategy that has led them to be a world leader in the telecommunication marketplace is their willingness to produce new products at a rapid pace without the fear of weakening their brand. Samsung’s also instated a new vision for the next decade of technology, with a powerful motto “Inspire the world, Create the future” (Samsung.com 2013). The new vision reflects Samsung’s Electronics, vow to inspire its communities by leveraging Samsung’s three key strengths: “New Technology”, “Innovative Products”, and “Creative Solutions” (Samsung.com 2010)
Directing their strategies to different demographics in the market segmentation also played a large role in its current domination. It focused on more groups such as: • Middle Age Groups • Teenagers • Executive Class • Behavioral Segmentation • Technological Segmentation • Designing the new products for all of the latest trends • Appropriate pricing for all income groups within society • More of a B2B orientation
This allowed Samsung to change their Business plan to target groups like these, the younger generations, Professionals and the common mobile phone user to obtain and acquire customers to drive and retain sales.
The main management change has been implemented by Samsung chairman himself, according to