The Chairman of Samsung, Lee told his employee’s “attack bravely and timely”, Further he told to hold a sense of crisis when going well and attack when actual crisis occurred. Samsung mainly focuses on technology resources which is the driving force for them. When Chairman Lee was appointed as the member of international Olympic committee he mentioned first about the brand. He told that the Samsung brand which is now considered as the low brand should be upgraded as a high end brand for the customers. Very firstly, consistent quality is the main factor for a quality brand.
4.3 Strategy and Society, The Link between Competitive Advantage and Corporate Social Responsibility (Porter & Kramer, 2006) This study explains the relationship between the success of the business and its addressed social values, in term of Corporate Social Responsibility (CSR). Furthermore, it also suggests the way to manage it. 4.3.1 Four Prevailing Justifications for CSR There are four outstanding justifications to support that CSR should be taken into consideration. These four arguments are moral obligations, reputation, license to operate, and sustainability (Porter & Kramer, 2006). Firstly, moral obligations are imbued into the CSR field, and they are accounted as easy to follow and to refer to the organisations, for example, filing
It asserts that actions are determined as immoral or moral based on how society perceives and accepts those actions, which causes tolerance of all actions to be considered moral and accepted by society. In addition, it allows for tolerance of genocide and nuclear war as long as the culture considers these actions as morally acceptable. Ethical relativism entails the inter-cultural tolerance. Subjective Ethical Relativism (Subjectivism), is where right and wrong get their meaning from the individual only. As many students sometimes maintain, "Morality is in the eye of the beholder."
Samsung is using corporate branding as a product brand name. It is an attempt to use corporate brand equity to create brand recognition. They promote their product based on their brand, which is Samsung itself. When they use Samsung as their brand name, consumer will remember their company name.It 's easier to them to market the product. By using corporate branding with a successfully marketed product, a company can familiarize consumers with its products and may create brand loyalty.
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
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.
Samsung, a South Korean business conglomerate, and the world’s largest information technology company, has been keeping up with its top competitors in global marketing as well as profit. Apple, the company who currently hold the number one brand value in the world, and Samsung’s rival in the smart phone industry, makes less profit than Samsung. Other top competitors such as Sony, and LG, also falls behind against Samsung on profit as well. Furthermore, I believe that Samsung has a better brand role for its consumers. In my personal experience, in buying appliances and home theater systems, I find Samsung products to be as reliable as Both LG and Sony, and almost at the same quality for a much lower price.
It is clear that both companies are passionate about the subject of Corporate Social Responsibility and the main focus of both companies is to ensure that a positive contribution is made to both the environment and community around the location where the company operates. They both believe that their CSR can promote admiration for their company in the marketplace separating them from competitors and help meet future demands within their company. 2.4: How CSR improves business and helps meet future demands and challenges How CSR improves business: Kerry Group: When it comes to a businesses reputation, it is sometimes believed that perceptions shape reality. Whether a food business is dealing with brand marketing and management or environmental sustainability, managing the experiences, impressions, beliefs, and feelings of customers and employees can often lead to the success or failure of the company. In the case of Kerry group it is clear that corporate social responsibility has contributed to the success of their business.
Abratt, R., & Kleyn, N. (2012). Corporate identity, corporate branding and corporate reputations reconciliation and integration. European Journal of Marketing, 46(7-8), 1048-1063. doi:10.1108/03090561211230197 Discuss the organizations elements that make up the corporate identity. Evaluate the cause of exploited opportunities and mitigate threats, which lead to the company’s reputation and over a period of time. Strong company image is difficult to imitate by owning skills and specific to evaluate corporate brands and reputations.
They apply skimming price and competitive price strategies. For instance, Galaxy S6 and S6 Edge are the brand’s popular products and Samsung claims that these are the most beautiful smartphones ever produced. Samsung lowers the prices thus company can easily get customers from the competitor. Also, Samsung uses channel marketing in its industry. And from this strategy, only service dealers are taken into account for corporate sales.