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SAMSUNG ELECTRONICS: SUCCESS BY DESIGN case study (Strategic management)

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SAMSUNG ELECTRONICS: SUCCESS BY DESIGN case study (Strategic management)

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SAMSUNG ELECTRONICS: SUCCESS BY DESIGN case study (Strategic management)

  1. 1. SAMSUNG ELECTRONICS: SUCCESS BY DESIGN STRATEGIC MANAGEMENT
  2. 2. SUMMARY  The Samsung group was founded by Byung-Chull Lee in 1938 In Korea.  In 1966thr group funded JOONG-ANG development an entrainment and service company  In 1987 Samsung was set up a advance institute of technology  In 1969, Samsung electronics manufacturing co. was incorporated.  “second foundation”- to become modern world class corporation – 1988  The 1990’s saw a series of technological innovation  In 1984 SEMC was renamed as Samsung electronic
  3. 3. SAMSUNG’S FOCUS ON DESIGN INNOVATION  Journey towards excellence started in 1993.  Display looked unattractive compared to competitors.  Ignorant behavior of sales personnel  Too much attention to volume & cost of production  Policy of focus on quantity rather than quality  Beginning of design era in the country
  4. 4. DESIGN PhILOSOPhY  Incorporation of Korean values  8th century Buddha, - “Balance of Reason & Feeling”  Reason is sharp-edged & very geometric  Feeling is soft & organic  Reason & feeling approach had six “guiding principles”
  5. 5. SAMSUNG’S DESIGN STRATEGY  Creating Global Brand Identity Samsung ‘word mark’ logo.  Implementation of Global Brand Communication Strategy.  New Design management Centre at Seoul in South Korea .  Opened Usability Lab.  World wide Design centres of Samsung.
  6. 6. BRINGING cUlTURAl chANGES  Efforts were made to first create a design-friendly culture.  But ACCD curriculum just did not suit the culture at Samsung initially.  E.g. south Korean encouraged to ask question to elders according to curriculum.  Realisation of to come out of environment.
  7. 7. SYSTEMATIc & pRocESS chANGES  Samsung redesigned its system and process to improve the design delivery process.  Designers began to enjoy as much, if not more ,authority as engineers and marketers.  Collaboration between different departments became a key aspect of new product development.
  8. 8. SAMSUNG’S DESIGN SUccESSES  Popularity of bulkier projection TV’s was waning  One of the best-selling brands in large high-end TV’s  List of IDEA winners  20th position in Top 100 Global brand survey
  9. 9. ConvergenCe produCts  Providing great looking , hybrid products  Vision was “To lead the digital convergence revolution”  Samsung launched – Camera phones  DVD player  Refrigerator
  10. 10. CritiCism  Lack of coherent design.  Some designs were poor.  Unrealistic price.  Poor user interface.  Development goof-up.
  11. 11. design for a Competitive edge  Design a differentiating factor.  Price premium.  Customer loyalty.
  12. 12. outlook  Sync master 971P  New Partnership  Elite CNB (Creating New Business) Group  Net profit of $ 2.16 trillion

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