Samsung Electronics Case Study

1310 Words 6 Pages
 Part One:
Samsung electronics went through a period of uninspiring and undifferentiated products that changed starting from the 1990s, to become a leader in the market by offering a range of exciting products that gave Samsung a competitive advantage compared to its competitors in the market. A competitive advantage according to Sigalas is an unobservable construct and therefore inherently complicated. Due to its latent nature, competitive advantage is not so easy to identify. Nevertheless, it must be clear that competitive advantage is not equivalent to its sources, e.g. the mobility barriers, the market positions as well as the idiosyncratic firm resources and capabilities. Furthermore, competitive advantage is not equivalent to superior
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Samsung used to follow a pattern of traditions and behaviours which was reflected in the norms and cultural beliefs which the employees strongly held; but it had to break it in order to develop creativity through building new uncommon designs. The main focus of the pattern is the action not the intentions without actions. Another attempt to improve the designer’s creativity was sending them abroad on worldwide tours in order to learn more about international markets and exposed them to various cultures. Initially, the changes occurred in the company’s management as they were still implementing a policy that prioritized quantity over quality. Hence, Samsung decided to include consistency and variety, harmonization with the environment, designing for experience and high levels of convenience in their products to gain consumers trust and loyalty. The company applied a set of changes. First of all, the company made an attempt to change its culture, which was faced with some resistance as cultural norms were imbedded deeply within their employees, as South Koreans are known to be oriental and the employees at Samsung held strong Confucian beliefs. Moreover, they made a change in the international strategy by thinking outside of the box through sending their experienced designers in diverse industries. Plans, unlike the pattern, can be …show more content…
This was seen as providing greater convenience to customers, hence creating a more loyal customer base. Some designs were said to be poor and some were unrealistically highly-priced compared to the design or the features of the phone. This strategy is one of the best for Samsung as it focuses on innovating its product through providing different features for different types of consumers with a reasonable price compared to competitors. Following the strategy of sending experts abroad is the best way to learn more how each country operates and how they differ in terms of markets. As for the cultural change, it is known to be the reason behind the failure of many companies, so it will need to

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