Samsung Case Study Example | Topics and Well Written Essays - 1000 words

Samsung - Case Study ExampleThe company underwent a huge innovation to a soaring-end technological manufacturer whose focus was on the B2C market from the B2B market. Most technology consumers had come to yoke Samsung with poor quality products. In order to alter the perception with regards to its products, Samsung came up with a restructuring process by means of a careful study that saw them alter their marketing outline to meet these challenges. Samsung Electronics altered its strategy from technological segmentation to lifestyle segmenting. They write downed by carrying out extensive market research aimed at make products, which were reflective of the customers lifestyle rather than those with technological features that were specific. By using segmentation by lifestyle, Samsung segmented their market followed by product positions. Samsung focused, on the quality of their products in their marketing, to change the image that consumers in the market had in their products. Samsung implemented quality initiatives like six sigma and various initiatives of manufacturing, like assembly manufacturing, to enhance their output via optimum resource utilization. Samsung also developed new products that were technologically superior and innovative. They developed products that were high end and swordplay for the ph unmatchable sector to appeal to the preferences of customers in the market. Samsung integrated features like access dictionaries and the religious texts to appeal to topical anaesthetic consumers. In addition, their 50-gram phone was introduced that while it did not significantly increase sales volumes, aided Samsung in project its image as a high-tech company. Samsung also associated their company with sport events, for example, by becoming the ordained sponsor of the Seoul Olympics that boosted its visibility ecumenic. Q2 Compared to established rivals like Sony, Matsushita, and Nokia, Samsung was a late entrant in the global consumer electroni cs market. Comment on Samsungs brand building initiatives in the global consumer electronics market. Samsung, beginning in 1993, sought to create a global brand and acquire a new corporate identity. To start with, Samsung altered their logo, writing their full defecate in white against a blue background, which sought to even off warmth, reliability, and stability. Samsung was also looking to the global market, which informed their decision to change their brand name to English for the consumers worldwide to remember easily. It is also said that the design of their logo, which has the letters S and G partially breaking into the outdoor of the oval was representative of Samsungs will to appeal to the consumers wish to be connected to a company and their innovations. They also needed to improve their brand image in the market and they did this by religious offering technologically advanced and innovative products, as well as the initiation of worldwide marketing activities. These move were taken with the view of increasing their brand visibility across the world. Samsung also sought to attach the name of their brand to quality and this saw them change their focus to high-end market products from those in the low end. Their new product designs won the IDE awards, which increased their brand awareness. This led to Samsung, by the early part of the century, to emerge as one of the worlds biggest brand in the cell phone sector. Their high prices were qualified by their high technology, coupled to additional features that they added to their products in comparison to their