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Samsung Essay

1504 Words7 Pages

The Samsung group was found year 1938 by Byung-Chull Lee. It first started as a trading company which then diversified into many other areas until the late 1960’s when Samsung entered the electronics industries. In 1993 Samsung began its journey towards design excellence. That year Lee Kung-Hee, chairman of the Samsung’s group, had come to the conclusion that Samsung’s’ products where unattractive and undifferentiated from the other competitors’ products in the market, which seemed more appealing to the consumers. Lee also came to the conclusion that Samsung payed too much attention to reducing costs, and producing high quantities rather than focusing on customers’ value and producing high quality products. Lee then communicated his vision with Samsung, which was to deliver value through designs that would be appealing to the global audience. Coming to the conclusion of gaining a competitive global advantage through design innovation; In 1993 the company launched the Samsung wordmark, then a couple of years later the company started to communicate its global brand strategy. First the company hired a Corporate design advisor to help in guiding the company’s efforts to achieving design excellence, then Samsung started to send its proficient and qualified designers to work abroad in different industries which some of those industries were not even operating in the same field as Samsung, however that experience would greatly broaden the designers’ minds and allowed them to

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