Samsung

Samsung Electronics: Innovation and Design

Strategy

Introduction:

The case study commences with the integration of innovative design and brand

management by Samsung Electronics which started a new trend in the electronics industry.

As discussed in the case, initially Samsung was not much popular and lacked design

identity but later it relocated itself by:

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Improvement in the product development processes

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Increasing their investments in R&D and product design i.e. R&D globalization.

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By adopting right innovation strategies.

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By mastering the less tangible, more intuitive qualities of superior design.

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By diversification of products and step by step or continual improvement.

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Implementing Global localization strategy.

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Achieving Vision of leading in digital convergence by using e-processes (electronic

integration of processes by going online).

All these methods were implemented by Samsung in order to improve its productivity and

to gain competitive advantage over its competitors like LG Electronics, Sony, Apple

Computer Inc., etc. Despite this, Samsung is facing the challenge to stay ahead in

competition in the near future. Consumer electronics industry is facing a tough competition

and the need of the hour is to optimize the R & D costs, having relevant information

regarding the IPR (Intellectual Property Rights) while design outsourcing and using

appropriate product design followed by appropriate market strategy.

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Case Analysis:

As mentioned in the case, the background of Samsung can be discussed in a tabular form:

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Started by Byung-Chull Lee in 1939 as an exporter of agricultural products.

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Samsung Electronics established in 1969 followed by product diversification.

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Strategic Joint Ventures with NEC, Sanyo and Corning Glass work in 1970

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Brought 50% stake in Korea Semiconductor Inc.

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Acquisition of Korea Semiconductor Inc. in 1978 followed by the successful...