SAMSUNG
Samsung is a multinational company in South Korea. The company has various affiliated business located in different place in the world. It is ranked as the largest manufacturer of communication devices. The company has set a manufacturing strategy by ensuring the availability of manufacturing facilities in different countries namely Korea, Vietnam, China, Indonesia, India and Brazil (Christiansen, 2016). In 2010 and 2014, Samsung achieved huge benefits from the strategy. The strategy in manufacturing has helped the company in competitive markets, gaining core competence and adding value to the business. In the production process, the company participates in producing parts and components and designing. In other words, the company is able to compete with other rivals such as Apple through being involved in a complete production process. In manufacturing sector, the company has product lines and prevents the overproduction risk in high tech industry (Christiansen, 2016). Other important point is that the company does not concentrate on outsourcing but rather it employs the business model of ‘making’ and this plays an effective role in manufacturing consumer products. Samsung is able to save the costs of production and control the process of manufacture through opening subsidiaries in other countries. It controls its subsidiaries through vertical integration and by having various technological knowhow; the company eliminates future rivals (Christiansen, 2016). In addition, by having a full control of Smartphone products, the company ensures availability of products in the market hence enjoys a competitive advantage. Samsung phones have hardware components, it has control over the phone building blocks and it has an effective management on the hardware components (Christiansen, 2016). Lastly, Samsung uses an effective approach by involving the hierarchical governance in production networks. Hierarchical governance together with the entry strategy of ‘focused market’ helps the company in return on investment from production.
Samsung Company has a global focus in production and design. Since 2000, the company has been awarded more than 100awards. In 2004, Samsung was awarded five IDEA awards and it becomes the first company in Asia to receive award (Lee, 2006). The company has brought a global transformation in the past decades following that it has produced a well-designed phone products and the design strategy has helped the company to maintain it competitive edge in the global market. It has received various awards as a result of producing products which satisfies the customers both locally and internationally. In 2016, Samsung became the manufacture of year for producing quality smart phones and tablets. The U.S Environmental Protection Agency (EPA) awarded Samsung Company with Sustainable Materials Management (SMM) for producing Galaxy S6 (Lee, 2006). Samsung Galaxy is a quality phone with 100% recycled packaging and is made with sustainable materials. The company has exceptional innovation and its products have led to economic, social and environmental positive outcomes. Since 2010 to 2016, the company has received several awards. For example it has received the following awards for phone production, in 2010, it becomes the Best Budget Mobile, in 2011, and it became the Smartphone of the Year and awarded for producing Galaxy S and in 2015 it become the Smartphone of the Year for Galaxy S6 edge (Lee, 2006). In 2016, it received several awards such as Samsung’s Galaxy TabPro S, Samsung’s new ultra-lightweight Notebook 9 and many more for producing quality telecommunication products which connects people with the world (Lee, 2006).
Samsung use Integrated Marketing Communications in ensuring effective communication. For example in launching Samsung Galaxy SII, the company used advertisements, Radio, YouTube video, Micro-Sites and other means of advertisement to convey the message (Michell, 2010). Communication through social media connects customers with the company and increases the market sales through reaching the audiences. The company communicates through media advertising where live commercials are portrayed. Message is also delivered through print advertising where customers and competitors view the Samsung’s products. In print media, the company uses magazines with gender specification where each gender presents Samsung products in different way (Michell, 2010). This strategy of communication is effective in that people tend to share the information and the company is able to reach both local and national audiences. Radio is also a means of communication where the company provides verbal communication on the products or plays music which audiences like to listen. Television is mostly used by the company and it is an effective strategy to reach in the customers (Michell, 2010). Advertisers select the best time to reach the audience and takes short time to preset and demonstrate the products. TV shows and comedies are also used to advertise the products. Internet plays a significant role in delivering the message about Samsung products. Internet users can use the website to access Samsung information (Michell, 2010). They can also use Facebook and Twitter where they can view the products, comments and put responses. The company also uses viral marketing where products are portrayed hence creating company’s recognition. Other communication strategy which is used by the company is sales promotion. It also has official websites with information based on products such as mobile phones (Michell, 2010). Customers also get navigational flow where they can get all information on Samsung.
Reference
In Christiansen, B. (2016). Handbook of research on global supply chain management.
Lee, D. (2006). Samsung Electronics: The Global Inc. Seoul, Korea: YSM, Inc..
Michell, T. (2010). Samsung Electronics and the struggle for leadership of the electronics industry.
Singapore: Wiley.
