From that time, in 2010, Samsung Galaxy S was launched with achieving the high sales (10 milions) and the high revenue for Samsung. Each year, Samsung always releases new products with many kind of galaxy S, galaxy Note, galaxy Grand… for all of the customer segmentation.
3.3.2 Marketing - Samsung focus on Marketing. Each year, they spent more money for advertising, marketing. Nowaday, we can see the Samsung brand everywhere in the world. - 2013, Samsung spent nearly $13 billion for marketing activities.
- Samsung had Proactive Change in Marketing, it’s “a new rule of the game” The Olympic Games 1996 took place in America, there are a lot of famous brands like Pepsi, Honda, Puma, RedBull… sponsored for Olympic. But there is no digital company can sponsored for Olympic. It was difficult for a small Korean company to sponsor for a big event in America. After negotiating and beating Motorola, Samsung was the first digital company could sponsor for Olympic Games. That’s a remarkable event in Marketing changing of Samsung. It brought a huge reputation for Samsung brand. 3. Theoretical Approach (linked to change management techniques/theories that relevant to the above change events) 4.1.1 The Resoures base-view (RBV) The resource-based view is an approach to achieving competitive advantage that a organizations should look inside the company to find the sources of competitive advantage instead of looking at competitive environment for it.
Picture 1: Resource based view model Tangible assets - Land Samsung’s mobile device factory in Gumi, South Korea, so they can use their local employees to help woker in Korea will have a job. In addition, the employees working at Samsung is young, they are young women in their late teens and early-to-mid twenties. - Buildings In 1993, Samsung Advanced Institute of Technology (SAIT) to research and develop the good materials for machines. In 1995, Samsung invested in Research and Development (R&D). In 1999, Samsung company had developed Smartphone, a small, multi-function phone. In 2005, Samsung Electronics developed the first-ever speech recognition phone. In 2010, Samsung Corning Precision Glass changed company name to Samsung Corning Precision Materials. This office is creating high-tech products and technologies to bring the product more convenient and enriched life.
Picture 2: Samsung Corning Precision Materials Building - Machinery Samsung's mobile device factory in Gumi, South Korea Picture 3: Outside the Samsung's mobile device factory Picture 4: Inside the Samsung's mobile device factory - Equipment In 1991,Samsung was developed of mobile phone handset completed and developed mobile phone system in next year.
- Capital Samsung is financing electronics research at universities or institutions, such as the Korea Research Institute of Chemical Technology and the Korea Institute of Science & Technology.
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- Fall '19
- Samsung Electronics, Samsung Group