The goal for Samsung, of course, is to change the attitudes of Apple’s customers in order to replace Apple’s market leader position. In order to achieve this goal, Samsung has positioned its smartphones as better and more innovative and implying that Apple is losing market share. In this case, Samsung, as the major competitor of Apple, by using the attitude strategy of changing beliefs about Apple, to claim that Samsung’s smartphones are better than Apple’s in order to change consumer’s attitude towards Apple. In addition, Samsung is good at building relationship with an admired group, for example, Samsung planned a famous selfie moment at the Oscars as a part of its sponsorship for the Oscars with ABC. Tricomponent attitude model: The cognititive component: the first of the tricomponet attitude model consists of a person’s cognition, that is the knoweledge and
COST STRUCTURE OF SAMSUNG Low cost structure of Samsung and high responsiveness to economic events has made Samsung more competitive. For example, initially Samsung focused more on volume and domination on market rather than increasing profitability. However, in 1990s, during the Asian financial crisis, Samsung cut costs and reemphasized product quality and manufacturing flexibility, which allowed its consumer electronics move from project phase to store shelves within next six months. Under the resources-based view of strategic management, effective resources available to a firm, as well as the competency of a firm is responsible in affecting competitive advantage received by a firm. The competitive advantage received by a firm will likely
Samsung had to create a powerful and enhanced marketing team to transform their strategy and more effective compete. One of the focuses on this turnaround strategy was enhancing their global brand, focusing on long-term outcomes, and allocating money differently. SEC started building a trustworthy brand that customers could trust through a long process of research, growth, and
By using corporate branding with a successfully marketed product, a company can familiarize consumers with its products and may create brand loyalty. As we know, Samsung not only produce Telecommunication equipment such as Samsung Galaxy. They also produce an others product example washing machine, air conditioner, camera, fridge and so on. If the public likes one product from this company, then they may seek out the brand name when buying other products. Corporate branding is usually only successful if the company is well known and sells reputable products with a positive image.
If the opinion is good, we will believe and also use iPhone. 3.1.5 The last psychological factor is attitude. An attitude shows that a person’s relatively consist evaluations, feelings, and tendencies toward an object or idea. For example, our phone buyer gadgets hold attitudes such as “Buy the best“, the Apple products has become the best electronics products in the world. So that, a person’s attitude can help themselves to recognize what is good and what is no good for our daily life.
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
Regarding the purpose of comparing the management change between the two different companies that they had in last few years, I would like to choose Samsung and Nokia to analyze and compare the changes that companies went through which helped them to grow or which made it go in loss. I will emphasize in learning the organizational changes and analyzing the impact they create in the development of their companies. It 's generally believed that both Nokia and Samsung are well-known mobiles companies in worldwide. Nokia was seen as a leading mobile company; it has gradually been falling behind as Samsung, which was well known as an electronics and home appliance company that catches up with Nokia in the mobile market. Therefore, I see doing the study of comparison of changing that made Nokia lose its position and Samsung to gain the top position is an interesting topic for getting the concept of the course "Managing Organizational Changes" Samsung Corporation Samsung is a multinational corporation of Korean that its headquarter is in Samsung Town, Seoul.
The company will continue to analyze opportunities for success, growth and development. So the company took advantage of the opportunity and produced new and sophisticated electronics according to the needs and desires of consumers. Samsung spends a lot of money to gain fame and strong growth in commercials. The company diversifies a range of advertising either by offering promotions or through websites and also developing its products to win more
The Galaxy S6 is $900 and the S7 is $1,150 according to Samsung’s website. Samsung is running a Competition based pricing strategy ad they have their prices around where the main competitor Apple is at, but they try to add more value to their offering, therefore a little value-based pricing. The price could be impacted by the products life cycle (ASSUMPTION) i.e. the Galaxy S series phones are now within the growth stage as they have taken over more phone sales than Apple whilst the image of the brand Samsung is growing. The price is definitely affected by competition, as it is competing with the top brand Apple, who is well known for higher
Problems complacency. How could Samsung electronics balance the heavy cost of new product development while defending its gross margins? What approach could the management team take to sustain its operational excellence and competitive advantage? How could the company navigate the unforgiving shoals of electronics industry? 1.wrest control ove, ceo had to travel 5000km by road to reach out to distributors.