Samsung - Marketing Essay

Founded in 1988, Samsung is a South Korean multi national company that is well known for electronic equipments such as smart phones, televisions, refrigerators along with many other devices (“Samsung”).  Samsung became the world’s largest commercial manufacturer of mobile phones in 2012 with the turnover of 95 million smart phones in the first four months earning a mammoth profit of 76% just after four months of its launch (“Samsung Electronics”).  Samsung introduced the Galaxy S4 and Galaxy S4 mini with the world’s first TDD-LTE (Time-Division Duplex) and FDD-LTE (Frequency-Division Duplex) seamless handover technology. The management strategy discussed in this paper is “Adaptive Culture”.

This composition will analyze the article “Samsung announces Galaxy S4 and Galaxy S4 mini with world’s first TDD-LTE and FDD-LTE seamless handover technology” by using the management concept “Adaptive Culture”. This essay will begin its discussion by defining what Adaptive Culture is, what type of business is Samsung engaged in and why Samsung has an Adaptive Culture. Further, this essay would go on to discuss how this management concept be linked to other strategies and finally, what was the outcome of the management strategy, whether it was successful or not.

The simplest definition of an Adaptive Culture is just accepting changes in the environment and adapting to those changes. This is where managers pay heed to their customers’ opinions and change according to their interest, even if it is risky. Managers are concerned about their customers, employers, etc. Whereas an unadaptive culture is completely divergent from this. An unadaptive culture has selfish managers who only care about themselves and are not able to use the changes in their environment efficiently (Marie Maragos, 2013). In this article, Samsung has launched its latest smart phone that is capable of TDD/FDD dual mode LTE version that allows fast, smooth and constant communication even when the smart phone shifts between the different types of LTE networks. This shows that in order to stay competitive Samsung needs to adapt to their surrounding and come up with a product the customers need.

According to the article, Samsung continues to move up the global LTE market position and addressing technical challenges quicker than its competitors. By launching their new device, it shows the company’s dedication towards it customers. By making the device better and more convenient to them. Companies that have an adaptive culture react faster to satisfy their customers. With Samsung’s new device, data communication will be more suitable and much more faster without any delays or gaps while surfing. Customers can enjoy fast and rich multimedia data wherever they are.

Samsung’s main objective is to earn high profits, and in order to earn more profits, Samsung has to come up with a product that is more attractive that its main competitors. Its main competitors are Apple, Sony, Panasonic, etc. Samsung needs to have an adaptive culture in order to stay competitive in the market. An adaptive cultured business will also be innovatively cultured as well, because an adaptive company should also be innovative if they want to stay competitive. An innovative culture will make employees creative problem solvers and help them brain storm, coming up with amazing ideas and finding more efficient and effective way to work when developing new products and services. Innovation thrives within cultures that have few rules and regulations, give people freedom and allow them to take risks (Marie Maragos, 2013).  

As per article, Samsung is controlling the global LTE market by launching over 60 million LTE devices for over 150 mobile carriers in 50 countries across the globe. This shows that Samsung has a high market power over its competitors in the global LTE market. According to the article, Samsung is taking a risk by launching the world’s first TDD-LTE and FDD-LTE seamless handover technology. Since technology keeps improving, Samsung keeps up with it and makes new products to satisfy customers. As stated by JK Shin (Co-CEO and president of the IT and Mobile division of Samsung Electronics), Samsung indicates the company’s devotion to make customer experiences more convenient and that customers can enjoy the benefits of fast mobile data communications no matter where they are. This involves the company to adapt to their environment and coming up with a product that satisfies its customer’s needs.

In order for Samsung to be able to adapt to any situation, they would require great leadership from the high ranked management. A great leader will have the following characteristics: Finding and creating opportunities, encourages people by satisfying their needs, takes risk and to be able to make the right decisions. A good leader should be able to identify the ‘GAP’ in the market that needs to be approached, strive towards opportunities to create value innovation and uniqueness and to think well mentally (Marie Maragos, 2013).

However, in order for Samsung to successfully adapt to any situation, the company must have a strong management group. Most well known companies collapse due to careless management. Therefore Samsung should always look out for enhancements in technology, competitor’s and changes in the environment.

As soon as the Galaxy S4 was released, it received mostly positive reviews from critics all over the world. It sold as many as 10 million units in the first month after its launch and was ranked Consumer Reports’ No. 1 phone (CNN, 2013).

In conclusion, if Samsung is successful in applying the management strategy by launching the TDD/FDD dual mode LTE seamless handover technology, the firm’s turnovers will increase, resulting in an increase in profits for the company, but in order to apply this management strategy effectively, Samsung must have an active management set of individuals. By implementing the management concept, Samsung will be able to improve their products to stand out from its competitors and attract higher number of potential customers.

Info

Samsung is riding high on the success of the Galaxy S3 and from what I've seen, the Galaxy S4 is a worthy successor, with innovative features packed into a familiar housing. BBC NEWS

What the S4 offers is a comprehensive package of features, starting with a remarkable screen offering far more pixels than the human eye can perceive. The addition of Air View, which allows users to interact with the touchscreen without actually making contact, offers more information instantly; waving your hand in front of the screen to browse forward or backwards makes the phone suddenly seem like a natural thing to use in the kitchen while cooking or when your hands are full at your desk. BBC NEWS

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