The paper "Samsung - Strategic Marketing and Innovation" is a good example of a marketing case study. Globalization and advancement in technology have increased competition in international markets. In the current competitive business environment, experts argue that many managers now understand the need for organizations to change to sustain change and gain competitive change. Basadur & Gelade (2006, p. 46) believes that for a manager to re‐engineer an organization effectively, he or she ought to rely on breaking paradigms as opposed to employing usual knowledge. This is true according to the statement that, doing the same thing over time will always lead to similar results.
Moultrie & Young (2009, p. 301) contend that to break away from the chains of doing the same thing, managers must create a culture of creativity and innovation within the organization. Information is one of the most competitive industries today that market players must innovate to remain relevant. This is the root Samsung has taken to remain a strong brand. Hence, this report will analyze strategic marketing and innovation at Samsung Company. 2.0 Company Background Samsung Company is a multinational conglomerate with headquarters in Seoul, South Korea.
The company was established in 1938 by Lee Byung-chul and has since grown to become a global brand (Samsung Group, 2014). Today, the company is mostly known in the technology and electronics with its products comprising of smartphones, LED and LCD panels, Semiconductors, Televisions, Refrigerators, Microwaves, digital cameras and MP3 players among others. The company ventured into technology in the 1960s and today as the largest technology company based on the revenue (Samsung Group, 2014). Samsung Company holds a strong influence in various development indicators of South Korea including economy, politics, social issues and media.
According to Al-Akhir (2013), the company’ s revenue contributes 17 percent of South Korea’ s GDP which stands as $1,082 billion. Television has become one of the leading products which have contributed to the company’ s revenues. Samsung has undertaken a number of innovations on smart TV and HD TV to compete with Apple TV. Over the years, the company has employed different strategies including creativity and innovation, positioning and customer devilment among others to gain market advantage. 3.0 Concept and Vision Samsung ventured into Television market in 2008 with flat-panel televisions (Samsung Group, 2014).
However, it needs to improve the vision and concept to be able to gain a competitive advantage. Therefore, the vision of the company will emphasize on three factors including Smart Content, Smart Innovation and Smart Interaction. When Samsung first introduced its TVs in the market, in 2009, the company sold approximately 31 million televisions making it remain the leading market player with the highest share of the market for the fourth successive year (Kosner, 2013). However, many companies continued to innovate or to enter into the television market hence escalating competition.
Nevertheless, it was the arrival of Apple TV in March 2012 that made Samsung consider innovation further so as to stamp its authority in the technology market (Kosner, 2013). Therefore, in 2014, Samsung Electronics via its contracted company Starcom Worldwide will introduce SMART TV which has a good voice and motion control features, depicting the start a new category of TV (Samsung Group, 2014). This vision is to get customers out of their houses and into retail outs to feel the Samsung class on TV.
This will compete with Apple TV which has no internal controls like Smart of HD TV and is only controlled externally. Similarly, Smart TV will become the first 3D Television to have 3D content, 3D glasses and Blu-ray player (Samsung Group, 2014).
Al-Akhir, J. (2013). Samsung brings the future of smart TV to the Saudi market. Retrieved
November 19th 2014 from http://www.saudigazette.com.sa/index.cfm?method=home.regcon&contentid=20120513123994
Basadur, M & Gelade, G.A. (2006). The Role of Knowledge Management in the Innovation
Process, Creativity & Innovation Management, Vol.15, No.1, pp. 45-62.
Figliolini, A.J., Hofmann, A. & Kanjirath, T. (2008). Growth in the Middle East and HR
Capabilities. Center for Advanced Human Resource Studies
Kotabe, M., & Helsen, K. (2010). Global marketing management (5 ed.).Hoboken, N.J:John
Wiley & Sons, Inc.
Kotler, P. & Armstrong, G. (2010). Principles of Marketing, 13th Ed. Upper Saddle River, NJ:
Madden, T.J, Fehle, F & Fournier, S.M. (2006). Brands Matter: An Empirical
Demonstration of the Creation of Shareholder Value through Brands. Journal of the
Academy of Marketing Science, Vol. 34, No. 2, pp. 224
Moultrie, J., & Young, A. (2009). Exploratory study of organizational creativity in creative
organizations, Organizational Creativity in Creative Organizations, Vol.18, No.4, pp.299-
Park, D., & Park, J. (2010). Drivers of Developing Asia’s Growth: Past and Future. Asian Development Bank Economics Working Paper No.235, December 2010, Manila: Asian Development Bank (ADB).
Timmons, J. A., & Spinelli, S. (2009). New Venture Creation – Entrepreneurship for 21st
Centure, 8th ed, New York, Mc Graw Hill.
Samsung Group. (2014). Samsung Group Official Website. Retrieved November 19th 2014 from
Tony, M. (2010). Samsung Electronics: And the Struggle For Leadership of the Electronics
Industry. John Wiley & Sons.
Tchorek, K. (2011). Samsung: Proud tradition of math proves a strong draw. The Financial
Kosner, A.W. (2013). Will Apple's iTV actually be Samsung's SmartTV? Forbes.