Introduction to Strategic Management

HISTORICAL ORIGINS OF STRATEGY AND STRATEGIC

MANAGEMENT

Before we proceed any further, it is essential to define strategic management. Strategic

management is a field of study that involves the process through which firms define their
missions, visions, goals, and objectives, as well as craft and execute strategies at various
levels of the firms hierarchies to create and sustain a competitive advantage. It helps
organizations to prioritize what is important for them and provides a holistic view of an
organization. It entails two distinct phases that deal with formation and implementation of
strategy within an organizational setting. Figure 1.1 shows the strategic management
framework/process, which is described in more detail later in this chapter and in Chapter 5.
Historic origins of strategic management have been linked to the military. The word strategy
comes from the Greek strategies, which means general. In literal terms, it means leader of
the army. Military strategy deals with planning and execution in a war setting, while taking
into consideration the strategy and tactics required to implement the plan. Outmaneuvering
the enemy in a chess like situation requires a well thought-out plan with emphasis on the
plans execution. Internal Analysis (Strengths & Weaknesses) Strategic Analysis External
Analysis (Opportunities & Threats) Strategy Formation Corporate Level, Business Level, and
Functional Level Strategies Strategy Implementation Strategy Control Mission, Vision, Goals
and Objectives. The Strategic Management Framework. Historical Origins of Strategy and
Strategic Management 5 the basis of strategic management can be linked to the works of Sun
Tzu that date back to 400 B.C. and to Carl von Clausewitz in the eighteenth century. Sun
Tzus reference to space, quantities, and other factors related is similar to the characteristics
of the positioning school (Mint berg, Hallstand, and Lempel, 1998). According to Sun Tzu,
calculations underlie victorious situations in wars. Carl von Clausewitzs considered strategy
a variation of themes in war situations (Mint berg et al., 1998). According to von
Clausewitz, strategy was open-ended and creative in a situation of chaos and
disorganization (Mint berg et al., 1998). This makes a more systematic and organized
approach essential, which is why planning became a part of the process. Strategy formation

takes into consideration the various maneuvers and the scenarios and calculations pertaining
to them. Being flexible while being proactive and deliberative, however, is essential.
Literature during the twentieth century used these works to describe strategy in the corporate
arena. Strategic management as a domain of study has evolved over the past 50 years. In the
1950s and 1960s, strategic management was viewed from a general management perspective,
with emphasis on the role of the leader. As a result, the focus was on leadership, interpersonal
relationships, and the systems, processes, and structures in an organization. Firms used the
top down approach, with the top management at the core of the decision-making process. The
strategic management process was not formalized and explicit during this phase; instead, it
was more implicit and informal. During the late 1960s, the 1970s, and the early 1980s, firms
adopted the strategic planning approach with an emphasis on analysis and formalized
planning, with special teams assigned to develop plans. The typologies and concepts related
to business and corporate strategies, with strategy formulation at the core of such
conceptualizations, led to the evolution of the domain during this period. In the 1980s,
scholars emphasized more on strategy implementation as a process. There was a shift in
emphasis from the leader to the development of organizational culture and its role in defining
and implementing strategies. Also, as globalization began to capture the imagination of firms
executives, researchers provided more insight into the underlying concepts of globalization,
including systems, processes, and structure that enabled firms to grow into a multidivisional
corporation. Some scholars focused on firms competencies to explain strategy, which led to
the emergence of the resource-based view of the firm. In the hospitality and tourism domains,
strategic management emerged as a field of study in the mid- to late 1980s that aimed at
applying the works of scholars in the strategic management domain to

Introduction to Strategic Management hospitality organizations.

Most of these efforts aimed at confirming theories related to the contingency, strategic
planning, and competitive strategies. In the 1990s, globalization led to the emergence of
network strategies, and strategic alliances became the focal point around which researchers
developed the literature. More efforts from a resource-based perspective led to the
conceptualization of characteristics related to the firms internal competencies that enabled
them to sustain competitive advantage. The shift toward internal competencies also saw a
shift in perspective toward the knowledge-based view and learning at the core of strategic
competitive advantage in the late 1990s. Progress continues using the knowledge perspective
from the 2000s, with increased emphasis on corporate social responsibility. In the hospitality
and tourism domains, Olsen, West, and Test (2006) conceptually developed the co alignment
concept, which has been used as a theoretical framework in other studies in the field. Efforts
by Harrington (2001), Okemos (2004), and Jogaratnam and Law (2006) in the 2000s focused
on environmental scanning in the hospitality industry context, whereas Harrington and
Kendall (2006), Okemos and Roper (1999), and Okemos (2002), as well as others, have made
attempts to develop the strategy implementation framework for hospitality and tourism firms
during this period. More recent efforts in the field have moved toward a knowledgebase view
and corporate social responsibility. Chapter 2 discusses in more detail the state of strategic
management literature in the hospitality field.

Introduction to Samsung
Beginnings In 1938, in the midst of Japanese colonial rule, Byung-Chull Lee establishes
Samsung, planting a seed of hope that begins to germinate in the gloomy period.
MARCH 1938 Samsung begins as a small trading company selling dried fish, vegetables, and
fruit. B NOVEMBER 1965 Samsung Foundation of Culture is formed to preserve and
promote the brilliant achievements of Korean traditional art. C JANUARY 1969 Samsung
Electronics is established, beginning its journey for the future of Samsung and Korea.
The big idea taking over from his father, Kun-He Lee becomes Chairman of Samsung in
1987. With his entrepreneurship, he dives into uncharted waters and lays the groundwork for
Samsungs corporate transformation.
MARCH 1988 Kun-He Lee succeeds his father as Chairman and announces the Second
Foundation of the company, directing Samsungs growth toward becoming a world-class
enterprise.
JANUARY 1990 Samsung starts a Regional Specialist Program in order to train our
employees to become leaders of globalization. F JULY 1990 the Samsung Childcare Center
opens to help working parents. G JANUARY 1992 Samsung leaves its mark in Times Square,
the heart of the worlds economy, with a massive neon-light billboard. H 1992~PRESENT the
semiconductor changes the world. For 21 years Samsung remains the worlds leading
producer. MARCH 1993 the new unified Samsung corporate identity is developed and lays
the foundation for the current Samsung logo. AUGUST 1994 The worlds first 256M DRAM
is developed and proves Samsungs strength as the global leader in the semiconductor
business. K JANUARY 1996 Product design takes center stage and ignites Samsungs
passion for design management. L JULY 1997 Samsung is selected as an official Olympic
partner, improving its brand awareness around the world.

GLOBAL HEADQUARTERS
4

Samsung Electronics Co., Ltd. Suwon, Korea Tel: 82-2-2255-0114 Samsung Electronics Co.,
Ltd. Soochow Once Seoul, Korea
India Samsung India Electronics of Production Ltd. (Product) Noida [SIEL-P(N)] Tel: 91120-256-8251 Samsung India Electronics Product (Chennai) Chennai [SIEL-P(C)] Tel: 9144-6710-3000

1.

Where was Samsung originated?

It comprises numerous subsidiaries and affiliated businesses, most of them united
under the Samsung brand, and is the largest South Koreanchaebol (business
conglomerate). Samsung was founded by Lee Byung-chul in 1938 as a trading
company.

2.

Where is Samsung?
Samsung Electronics Co., Ltd. (Korean: ; Hanzi: ) is aSouth
Korean multinational electronics company headquartered in Suwon, South Korea.

3.

Who owns Samsung?

Samsung Group is one of South Korea's chaebolsa family-controlled business
conglomerate. These companies have huge influence over the Korean economy
and the chairman has control of all operations. The current chairman of Samsung
is Lee Kun-hee, son of Samsung founder Lee Byung-chul.

The Success Story of Samsung Electronics: How It All Began

Here on Samsung Village, how Samsung started out as a small trading company in 1938,
selling noodles and dried seafood. From that humble beginning Samsung has evolved into a
brand that resonates with global leadership in various industries including IT, shipbuilding
and engineering, just to name a few.
Of numerous success stories, that of our Samsung Electronics affiliate is truly an amazing
one. Samsung Electronics English blog Samsung Tomorrow is running a series on the
companys more than 40 years of history and wed like to walk you through some of the
highlights of the companys milestone achievements.

The Birth of Samsung Electronics

On Dec. 30, 1968, Samsungs founding Chairman Byung-chull Lee and other executives
gathered for a meeting where a crucial decision to enter the electronics business was made.
Thus on Jan. 13, 1969, Samsung Electronics was born.

By November 1970, Samsung succeed in producing 12-inch black-and-white TVs, and just
two months after the production it exported the TV sets to Panama.

Mass Production Begins

In 1972, Samsung set up a Braun-tube bulb factory and after extensive investment and
expansion of production lines, it also established two black-and-white TV lines with a
capacity to produce 480 thousand TVs a year.

Line of Products

As Samsung established its own production system and accumulated technology, it pushed to
produce its own TV model. And in April 1973, the first Samsung-developed TV product was
born: the 19-inch transistor black-and-white Maha 506.

Following the success of the Maha 506 TV, Samsung expanded into other electronics
categories such as refrigerators, air conditioners, washing machines, fans, electric stoves and
more.

Samsung reached the 5 million milestone in the number of TVs produced in December 1978.
In May of the same year, Samsung had already expanded its black-and-white TV lines to
become the worlds No. 1 manufacturer. Also in December 1978, Samsungs overall exports
reached 100 million dollars.

Semiconductor Business

Samsung Electronics merged Samsung Semiconductor in January 1980 in a combination that

helped create synergies in production of both electronics and semiconductor parts. The
merger set the foundation for Samsung to become a global leader that it is today in
semiconductors.

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Global Expansion

Samsung Electronics America was established in July 1978 as Samsung Electronics whollyowned subsidiary and set up its own service system in the country.
Samsung Electronics first overseas manufacturing subsidiary was set up in Portugal in 1982.
The global manufacturing network expanded to include the U.S. in 1984, the U.K. in 1987
and Mexico in 1988.

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Semiconductor Breakthrough

In October 1984, Samsung introduced the industrys first 256K DRAM, just three months
after it successfully developed the 64K DRAM. Production of the 256K DRAM a
12

technological breakthrough only a handful of companies globally were able to muster

marked a defining moment for Samsung in its growth as a leading semiconductor
manufacturer.

Samsung is a global corporate encompassing diverse businesses ranging from electronics,

construction, petrochemicals, finance and more. Founded in 1938, Samsung has worked to
make a better world through our products and services. With 2012 net sales of 303 trillion
Korean won, Samsung is also spearheading efforts to bring innovations in clean energy,
healthcare and biotechnology. Please visit www.samsung.com for more.

Samsung Electronics Co., Ltd. inspires the world and shapes the future with transformative
ideas and technologies, redefining the worlds of TVs, smart phones, wearable devices,
tablets, cameras, digital appliances, printers, medical equipment, network systems, and
semiconductor and LED solutions. We are also leading in the Internet of Things space
through, among others, our Smart Home and Digital Health initiatives. We employ 319,000
people across 84 countries with annual sales of US $196 billion. To discover more, please
visit our official website at www.samsung.com and our official blog
at global.samsungtomorrow.com
From our beginnings as a small trading company, Samsung has evolved to a world-class
corporation with businesses that span advance technology, semiconductors, skyscraper and
plant construction, petrochemical, fashion, medicine, finance, hotels and more. Our
discoveries, inventions and breakthrough products have allowed us to be a leader in these
fields, constantly pushing the industries forward.

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Publicity Strategy used by Samsung

1] Segmentation Strategy :
Market segmentation has three levels including
Strategic Segmentation vision, strategic intent and product benefits.
Managerial Segmentation resource allocation, alignment and planning.
Operational segmentation Marketing programs such as advertising, sales and
distributions.

Segmentation in the market driven strategy process is segments, value opportunity, new
market space, matching value requirements with capabilities, market targeting and
strategic positioning.
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Publicity Strategies Evolution of Publicity Strategies PAST (Fast

Follower) Brand Leadership Leadership Good/reliable brand Disparate identity
Technology-centric Product Product Leadership Leadership Similar benefits with
competitors Discrepancy in price status Customer Customer Leadership Leadership
Optional relationship without continuity Premium brand Consistent identity Strong
emotional bonding Products meeting latent consumer needs Value-added, first-to-market
launch Long-term customer centric partnership NOW & BEYOND (Industry Shaper)
Publicity Strategies Build Most Preferre Build Most Preferred and Loved Brand d and
Loved Brand Introduce Introduce First-to-Market Products Reflecting Consumers
Products Reflecting Consumers Unmet Needs Unmet Needs Strengthen Partnerships by
In Strengthen Partnerships by In-Depth Understanding of Customers & Channels Depth
Understanding of Customers & Channels Advance Publicity Expertise Advance Publicity
Expertise and Investment Effectiveness and Investment Effectiveness

2] Activity of market segmentation are :

1.
2.
3.
4.
5.

Defining the market to be segmented.

Identifying market segments.
Forming market segments.
Finer segmentation strategies.
Selecting the segmentation strategy.

3] Market Targeting :
The market targeting options include a single segment, selective segment,
or extensive segments. When segments are not clearly defined, product specialization or
product variety strategies can be used .

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Market targeting decision need to take into account product market life cycle stage. In
emerging market stage risk and uncertainty is too high, in growth stage benefits from prior
experience but it is more intense than

4] Market Research Finding ;

1. Video Game Market :
Because we intend on entering into a partnership in
future with Microsoft to develop a 3 d gaming system. Researching the game market was
essential. Accourding to DMW Media, global video game sale totaled 41.9 billion dollars in
2009 = and expected to grow 10.30 % to 68.30 billion in 2012. Game console sales are
expected t reach 34.7 billion dollars in sale by 2012 with a 6.9 % annual growth rate.

2. What leads us to believe we can sell 3D tv in this market:

According to future source 3D TV sale have been healthy and are beginning to surpass
HDTV sales at the same point in HDTV life. Future Sourse also says that that bythe and of
2010, 6.2 million 3D TV will have been sold world wide, with 1.2 million of those being sold
in Europe. 10 million are expected to be sold in 2011, and 50 million bythe year 2015.

3. Focus Group :
To gain a better idea understanding of the consumer market, we
organized a focus group. The focus of the study was on the what the current consumer felt
about the 3D product available and what improvements could be made in the eyes of the
consumer. The group consisted of 10average consumers, 5 men and 5 woman 5 o the people
in the group had used our Samsung 9000 series 3 D 1080p Led HDTV, while the other 5 had
never used a 3 D TV and were simply asked ehatrhey thought about the idea of purchasing
one and the overall concept of 3DTV.

5] Product Innovation
Samsung's product range in India included CTVs, audio and video products, information
technology products, mobile phones and home appliances (Refer Exhibit I). Its product range
covered all the categories in the consumer electronics and home appliances. Analysts felt that
the wide product range of Samsung was one of main reasons for its success in the Indian
market. Samsung positioned itself on the technology platform...

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6] Pricing
Pricing also seemed to have played a significant role in Samsung's success.
Mr. AsimWarsi, Vice President, Marketing, IT & Mobile at Samsung India, said "We at
Samsung look to continue our legacy of setting new standards for customer-centric
innovation. We are really excited about the newest member of the Galaxy A family. Our
insights have shown that design and camera are key factors for consumers in this price
segment.

7] Distribution
Along with the launch of new products, Samsung also consolidated its distribution system.
Samsung had 18 state-level distribution offices and a direct dealer interface. The direct dealer
interface helped the company get quick feedback from dealers, and enabled it to launch
products according to consumer needs...

8] Advertising and Sales Promotion

In 1995, when Samsung entered India, it realized that Indian consumers were not familiar
with the company. So, in order to establish itself in the Indian consumers' mind, Samsung
launched corporate advertisements highlighting its technologically superior goods...

9] Sustaining Growth
At the end of December 2002, Samsung had posted a turnover of Rs. 30 billion - 25% growth
from the previous year's Rs. 24 billion.

17

Analysts appreciated the fact that Samsung had a diversified product range and had
implemented holistic brand communications in order to achieve a homogeneous brand image.
Analysts also pointed out that Samsung had deployed a unified and consistent brandmarketing program along with an aggressive sports marketing strategy.

10] Samsung Pay, Samsung's simple

Safe and virtually anywhere mobile payment service, will launch in Korea on August 20 and
in the U.S. on September 28. Protected by Samsung KNOX, fingerprint verification and
digital tokenization, Samsung Pay works with both MST (Magnetic Secure Transmission)
and NFC (Near Field Communication) technologies, bringing consumers closer than ever to a
world without wallets.
"At Samsung, we believed in the promise that large screen smartphones could actively
address some major consumers pain points by providing users with a better viewing
experience and more productivity on-the-go," said JK Shin, CEO and President of IT &
Mobile Division, Samsung Electronics. "With the launch of the Galaxy S6 edge+ and Note5,
we're reemphasizing our ongoing commitment to bold, fearless innovation that meets the
needs of our consumers."

11] Samsung is committed

Committed to Social Responsibility. We measure our success not only in our business
achievements, but also by how well we serve our community, protect our planets resources,
and make a difference in people's lives. We embrace our responsibility to contribute as a good
citizen, taking action around the world to foster a better society, protect and improve the
environment, and strengthen our communities.
Mr. AsimWarsi, Vice President, Marketing, IT & Mobile at Samsung India, said "We at
Samsung look to continue our legacy of setting new standards for customer-centric
innovation. We are really excited about the newest member of the Galaxy A family. Our
insights have shown that design and camera are key factors for consumers in this price
segment.

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To cater to the needs of its diverse consumers through innovative products and services. The
festival of Onam is an integral part of Kerala and it is our endeavor to make it even more
special for our consumers. Enthused by the phenomenal response that 'Samsung Phonasadya'
had received last year, we are bringing it yet again to our consumers and hope to add to the
festive spirit as well as strengthen our position in the market", said Mr. RajuPullan, Vice
President, Mobile Business, Samsung India Electronics.

12] Bettering Everyday Experiences

From our innovations in consumer electronics to our developments in biopharmaceuticals,
Samsung shares impactful experiences each day with people around the globe. Through our
devotion to create superior products and services across all areas of our business, we strive to
enhance the lives of people everywhere and bring positive change to the world around us.

13] A Corporation of Discovery

Our purpose is simple: Its giving you the freedom to take journeys; to discover new
experiences; to take charge of your world. Its the power to connect who you are today with
who you want to be tomorrow. In a changing world, were changing faster. We are relentless
in our pursuit of discovery and innovation, creating technologies and providing services that
empower. Opening the door to a world of possibility.

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14] Samsung Celebrates Onam with Samsung Phonasadya Offer

Kochi, August 11, 2015: Samsung India today announced an Onam extravaganza
with 'Samsung Phonasadya' offer for its consumers in Kerala. The offer is aimed at adding to
the joy and exuberance of Onam by bringing to its consumers a host of freebies on its range
of smartphones.
During the 'Samsung Phonasadya' offer period of August 11-31, 2015, consumers purchasing
select models of Samsung smartphones from any Samsung authorized outlet in Kerala will
win a Selfie Stick as an assured gift.
Consumers purchasing select models of Samsung smartphone during the offer period will
also get a scratch card. Consumer has to scratch the card and SMS the 'Scratch Code' to the
number mentioned on the card, to be registered for the lucky draws, the result of which will
be declared on a daily basis. Everyday 14 lucky consumers will win a prize each from
amongst the following Samsung smartphone models - Galaxy J1, Core Prime and SDUOS 3.
In addition to the daily gifts the consumers also stand to participate and win 3 bumper prizes
of Samsung Smart Homes. The winning consumer will take home a 48" Smart TV, a 250
Liter Frost Free Refrigerator, a Fully Automatic Washing machine, a Microwave Oven, an Air
conditioner and a Samsung Flagship Galaxy S6 smart phone which will convert his home to a
Smart Home with the top of the line Samsung Home appliances. This bouquet of products is
worth Rs. 2.5 Lacs. These draws for bumper prizes would be held on 15th August, 19th
August and 31st August.
As a part of the offer, customers can avail cashback on their Federal Bank and State Bank of
Travancore debit cards on purchase of select mobile phones priced

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News Regarding Samsung

1 )Aug 13, 2015
Samsung Stays Ahead of the Curve with Bold, Big Screen Smartphones

NEW YORK, August 13, 2015 Samsung Electronics Co., Ltd., announced today the global
launch of the Samsung Galaxy S6 edge+ and Galaxy Note5. Both devices represent
Samsung's commitment to the big screen smartphone market, which Samsung boldly
pioneered in 2011 with the original Galaxy Note.
The Galaxy S6 edge+ and Galaxy Note5 blend form and function with industry leading
features, including: the best screen technology, the most advanced camera for high quality
photos and videos, the latest fast wireless and wired charging, and an incredibly powerful
processor. With increased 4 GB RAM, both smartphones offer the most powerful capacity
and processing power on the market, enabling users to enjoy more seamless multi-tasking,
keep up with messages, post updates to social networks faster, and enjoy graphic-heavy
games without suffering lag time.

21

With its curved 5.7-inch Quad HD Super AMOLED screen, the Galaxy S6 edge+ makes the
edge experience even bigger to provide a more immersive multimedia experience. The
newly-designed Galaxy Note5 provides an unmatched set of productivity tools such as
SideSync, along with a much refined 5th generation S Pen capabilities to better serve the
major multitasker.
Galaxy S6 edge+ best for multimedia experience
Samsung Galaxy S6 edge+ succeeded the unique and distinctive design of Galaxy S6 edge,
and becomes even more elegant, understated, and finely crafted. It features the new 'Apps
edge' for easy access to favourite apps, and enhanced 'People edge' for easy communications
with preferred contacts. 'Apps edge' allows users to access their favourite apps by just
swiping the edge display. 'People edge' helps users to connect their close contacts easily.
From the edge screen, users can quickly find their pre-set contacts and send message or give
a call directly.

2) Aug 04, 2015

22

Samsung Launches Galaxy A8: The Slimmest galaxy with premium features

Kolkata, August 04, 2015: Samsung Electronics Co. Ltd. announced the launch of the stylish
Galaxy A8, the newest member of the Galaxy A family. The Galaxy A8 delivers exceptional
performance, providing an optimum convergence of style and cutting-edge technology. The
new smartphone takes the design and style promise of the A series featuring a superior 5.7"
Full HD Super AMOLED display. The Galaxy A8 is the slimmest Galaxy at 5.9 mm and is
equipped with a narrow bezel allowing for a more immersive viewing experience with rich
colours and clarity.
With the launch of Galaxy A8, Samsung has augmented its comprehensive portfolio of 4G
LTE smartphones empowering customers with superfast connectivity and faster downloads.
The Samsung Galaxy A8 is equipped with an exceptional blend of style and power for
consumers.
The new Galaxy A8 marries sleek design, powerful performance and enhanced imaging
capabilities to bring a superior smartphone experience".
23

He added, "Consumers these days are looking for a stylish smartphone which helps them
stand out of the crowd. Keeping that in mind the Galaxy A8 takes desirability and allure to
the next level with its superior design coupled with impeccable functionality."
Galaxy A8 Invites Envy The Samsung Galaxy A8 is a perfect device for trendy and young
minded consumers seeking premium looks as well as performance. The smartphone has a 5.7
inch full HD Super AMOLED and Adaptive Display technology to deliver a better viewing
experience with more vivid, colourful content.
The Samsung Galaxy A8 is the slimmest Galaxy till now measuring at just 5.9 mm. The
smartphone carries a premium design language with its full metal uni-body build and
sophisticated cut metal frame. Showcasing optimum eye for detail, Samsung has further
reduced the bezel size to 2.5 mm, to provide users with a near bezel-less optimal viewing
experience
Safety and security are built into the DNA of Samsung products. As an industry first,
Samsung Galaxy A8 sets yet another benchmark with the fingerprint scanner.
The Galaxy A8 is designed for those who want to effortlessly express their unique style.
Samsung is focused on creating refined, trendy smartphones with a young and modern look
Price and Availability Considering the personal style and preference of diverse user groups,
the Galaxy A8 is available in White, Black, and Gold.
The Galaxy A8 is available from this week across all channels, at a price of INR 32,500

4) Aug 03, 2015

Samsung expands its 4G portfolio in India with the Galaxy Grand Prime 4G

24

New Delhi, August 3rd, 2015: Samsung Electronics Co. Ltd., expanded its 4G portfolio in
India with the launch of Galaxy Grand Prime 4G. With the launch of this device, Samsung
has extended its 4G portfolio to 14 models
Galaxy Grand Prime 4G continues to reiterate Samsung's strong presence in the mid- range
smartphone portfolio. It brings in features like wide angle 5 MP front camera for high quality
Selfies,' a 5" qHD screen and a host of rich, powerful, multi-tasking features and a modern
and stylish design to meet the needs of the mobile Indian consumers. Designed with the
customer and their lifestyle at the core, the Galaxy Grand Prime 4G is equipped with LTE
capability, supporting both TDD and FDD bands, that helps users stay connected and enjoy
uninterrupted streaming of their favourite content online.
Commenting on the launch, Mr. AsimWarsi, Vice President, Marketing, Mobile & IT at
Samsung India said "Samsung is committed to develop innovative products basis deep
consumer insights. With the 4G variant of the Galaxy Grand Prime we continue to expand our
product offerings in the mid segment with the aim to provide uncompromised smartphone
experience, at very competitive prices"
Galaxy Grand Prime 4G key features:
25

UNPAUSE
The Galaxy Grand Prime, now equipped with LTE Cat 4 is the perfect companion for the
social media tribe to stay connected with their friends and enjoy uninterrupted streaming of
their favourite content online, without the need to pause and wait for buffering.
The Perfect Groupfie Smartphone
Galaxy Grand Prime is equipped with superior mobile technologies including 5 MP Front
Camera with 85 degree wide lens for creating the best Groupfie which allows users to capture
more friends and background into photos. The 5 MP front camera give users ultra-clear
resolution in images and its 8 MP main camera with LED flash enables capturing special
moments with ease.
Modern & Stylish Design
Grand Prime's slim and sleek design looks great in hands. The metal like serrated edge gives
it a sophisticated look which perfectly complements a customers' style. Only 8.6 mm slim,
the Galaxy Grand Prime combines sophistication and powerful performance for fun on-thego in to a sleek and modern package. Galaxy Grand Prime sports 5-inch qHD (960 x 540)
vivid TFT display, which is an ideal choice for users seeking easier web browsing &
streaming and smoother transitions from their device.
Performance Redefined
It brings a powerful blend of superior viewing experience, multitasking features and premium
design to the customers. Galaxy Grand Prime is powered by 1.2 GHz quad core processor, 1
GB RAM and 8 GB internal memory expandable upto 64 GB through microSD card,
delivering unmatched multi-tasking and seamless smartphone experience. The device has the
latest Android Lollipop 5.1 and Samsung's proprietary Touch Wiz user interface for superior
performance. Galaxy Grand Prime 4G has a robust and long-lasting 2,600 mAH battery
enabling up to 14 hours of talk time.
The new smartphone will be available at an attractive price point of INR 11,100/- and is
available in White, Grey and Gold colours.

26

5) Jul 30, 2015

First Tizen Developer Summit in India Focuses on Application
Development Ecosystem

27

Bengaluru, India- July 30, 2015: Linux Foundation announced today that over 1,000
developers participated in the Tizen Developer Summit (TDS), being held in Bengaluru on
July 30-31, 2015. TDS is being held in India for the first time and has attracted companies
and organisations such as InMobi, Unity, Airtel and Nasscom.
TDS is an annual global event sponsored by Samsung Electronics and Tizen Association to
assist local app and platform developers interested in contributing to the growth of the Tizen
ecosystem.
TDS offers an excellent opportunity to learn from core Tizen developers and understand the
technology behind the Tizen platform, app development, porting, and monetization through
the Tizen Store. The two-day event consists of keynote speeches, technical sessions and
workshops for app developers, platform designers, and Independent Software Vendors (ISV)
to understand the technology in the Tizen platform. Multiple discussions and knowledge
sharing sessions are being held to educate, engage and excite existing and potential
developers.

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"TDS 2015 Bengaluru is significant as nearly half of the apps in the Tizen Store are created
by developers from India. This reflects the enormous opportunity in India where a large base
of platform and app developers continues to show significant interest to develop Tizen OS
and high-quality apps," said Dr. Aloknath De, Chief Technology Officer and VP-Samsung R
& D Institute India Bangalore.
About Tizen
Tizen is open source and provides an excellent experience for both native and HTML5
application developers. Programmers acquainted with web programming or C can develop
cost effective applications in a short time with Tizen. In addition, popular development
frameworks such as Unity can be used to rapidly deploy applications into the Tizen Store.
Tizen was designed to be efficient and scalable, and to be used for virtually any type of
device with a screen and a network connection. Platform developers who are building
embedded devices are encouraged to use Tizen as a base platform, and take advantage of
years of engineering and tuning. For additional details about the conference and sessions,
please visit http://tizendevsummit.com/index.html
Tizen is a trademark of The Linux Foundation

6) Jun 02, 2015

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Samsung Launches its Revolutionary SUHD Curved TV in India

New Delhi, June 2, 2015 Samsung Electronics Co., Ltd., the leader in Home Entertainment
today announced the launch of its first SUHD TV range in India. The innovative SUHD TV
celebrates a major milestone in the UHD era, delivering superior picture quality with
stunning contrast, striking brightness and spectacular colour thereby setting new industry
standards and elevating the viewing experience to the next levels. All Samsung Smart TVs,
including the SUHD TV, will be powered by the Tizen Operating System.
Additionally, Samsungs SUHD TVs have a number of new and exciting featuresits Nano
Crystal Technology and SUHD re-mastering engine delivers an unrivalled viewing
experience; its stylish curved design provides viewers with a more immersive viewing
experience; and its Smart TV functions are now powered by Tizen, giving viewers easy
access to their favourite content.
Mr. Alok Pathak, Head-Retail Sales, Samsung India Electronics, said, Samsung has set a
new industry standard for the best picture quality available today. As the first S branded TV,
Samsungs SUHD TV is designed to offer an outstanding viewing experience with
sensational picture quality, seamless interaction and ultra-stylish design. We will continue our
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innovative heritage and push the boundaries of the home entertainment experience to new
possibilities.
Introducing Unmatched Picture Quality
Utilising proprietary, eco-friendly nano-crystal technology, Samsung SUHD TVs demonstrate
ground-breaking advances in colour reproduction, brightness, contrast, and details. The new
revolutionary nano-crystal semiconductors transmit different colours of light depending on
their size to produce the highest colour purity and light efficiency available today. With Nano
Colour, viewers can experience upto 64 times more colour expression than conventional TVs.
Nano Brightness gives upto 2.5 times brighter images and Nano Contrast generates upto 10
times better contrast than conventional TVs. Nano Colour, Nano Brightness and Nano
Contrast technology deliver an overall superior picture quality experience.
Sophisticated and Improved Curved Designs
When Samsung introduced the curved form-factor in 2013, it dramatically enhanced the
home entertainment experience for consumers. Taking cues from contemporary art and
architecture, Samsungs SUHD TV has been designed and enhanced with many modern and
minimalist highlights. Samsung SUHD TV will feature Samsungs Chamfer bezel design,
adding more depth to the TV screen, and the elegant frame makes the TV look like a piece of
art when mounted on the wall. SUHD TV has a soft, textured Shirring design on the back,
ensuring the TV maintains its stylish edge from any angle.
New Smart TV Redefines the Future Entertainment Experience
Samsungs Smart TVs, including the new SUHD TV, will be powered by Tizen, an opensource platform that supports the web standard for TV app development. Samsungs new
Smart TV platform Tizen, not only offers a bouquet of new features, it also allows
consumers intuitive access, a more integrated entertainment experience, and more choices for
content than ever before.

The new user interface for Samsungs Smart Hub is more responsive and playful,
allowing users easier access to the content they want. It is simplified to just one screen,

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displaying your most recent content and tailored content recommendations for even more
entertainment options.

Consumers can share video content from their Samsung smart phone to their Smart
TV with the press of a button and users can watch TV through their mobile devices without
any apps or complicated pre-settings.

Samsung Smart TV owners can wake-up a bit easier with Briefing on TV. Samsung
Smart TVs now act as an alarm, and sync up with Samsung mobile devices, to turn on and
display important items such as the time, weather and your schedule for the day.

Samsungs platform powered by Tizen allows Samsung Smart TVs to become part of
a much larger content ecosystem, allowing easy collabouration with a number of partners for
ultimate flexibility and unparalleled access.

Price & Availability

Samsungs SUHD TV 165.1 cm (65-inch) and 139.7 cm (55-inch) are available at an
attractive price of INR 440,900 and INR 314,900 at all Samsung Smart Plazas and leading
consumer electronic stores

Case Study
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The case examines the marketing strategy of Samsung in India. It provides a

detailed account of Samsung's marketing strategies to garner more market share. The case
examines Samsung's approach to product, pricing, distribution and promotion. The case also
provides insights into the future prospects of the company in light of the increasing
competition and the slowdown in the consumer electronics market.
We are investing aggressively in marketing to transform our company to be truly market
driven and to establish our Samsung brand as the most trusted and preferred brand in the
market."
- Jong Yong Yun, vice-chairman & CEO, Samsung Electronics, in February 2003.

The "Team Samsung India First" Campaign

In August 2002, India's leading consumer electronics player, Samsung India Electronics Ltd.
(Samsung) announced the signing on of seven celebrity cricketers - 'Team Samsung', as its
brand ambassadors.
In doing this, it aimed to cash in on the popularity of cricket in India. However, the
company's hopes of celebrity endorsement received a setback due to anti-ambush marketing
clauses2, arising from ICC's agreement with some other companies.
In place of the ads featuring the cricketers, Samsung launched its - 'Team Samsung. India
First' campaign all over the country in December 2002.
Said Arun Mahajan of Mudra, Samsung's ad agency, "The focus has been to evolve concepts
to do with the players, to promote the cause of cricket and patriotism.'' The copy of the print
ad read, 'With Team Samsung, It's India First.''
According to Samsung's former vice-president marketing, S.S. Lee: "The Team Samsung
theme will be leveraged right through the year, with a concentrated burst in the first quarter to
coincide with the World Cup.''3
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Analysts felt that the ad campaign would enable Samsung to effectively leverage the cricket
craze in the country, and increase awareness of its brand.
In December 2002, Samsung reported a sales turnover of Rs 30 billion with a growth rate of
20% (Refer Table I). Aggressive marketing had clearly contributed to Samsung's success.
Said Rajeev Karwal, chairman and managing director, Electrolux Kelvinator Ltd, "Samsung's
success is the result of a variety of factors such as competitive pricing, aggressive advertising
and a tightly-run administration."

Ground Note

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Samsung entered India in December 1995 as a 51:49 joint venture with Reasonable Computer
Solutions Pvt Ltd (RCSPL), owned by VenugopalDhoot of the Videocon group. In 1998,
RCSPL diluted its stake in Samsung to 26% and in November 2002, the FIPB4 cleared
Samsung's proposal to buy RCSPL's remaining (23%) stake.
With Samsung buying the total stake of RCSPL, it became a wholly-owned subsidiary of its
South Korean parent company. Initially, Samsung launched is operations in North India, and
then slowly expanded its operations.
By January 1998, the company had a presence all over the country. Samsung announced
profits of Rs.50 million on a turnover of Rs. 5.40 billion for the calendar year 1998. In 2000,
Samsung set up an R&D center for the manufacture of CTVs at Noida (Uttar Pradesh) with a
total investment of US$5 million. This center became Samsung's regional hub catering to the
design requirements in India, Middle East and South East Asia.
In 2002, Samsung established manufacturing facilities for colour televisions, microwave
ovens, washing machines and air conditioners at Noida, Uttar Pradesh. It also had a presence
in consumer electronics, information technology products, mobile phones and home
appliances. Samsung's flagship businesses were consumer electronics and home appliances,
which contributed more than 60% of its revenues.
In September 2002, Samsung won the First Prize in the Consumer Electronics category at the
Annual 'Awards for Excellence in Electronics', instituted by the Department of Information
Technology, Government of India.
S.S. Lee, Managing Director, Samsung, said, "It is indeed an honor to receive this Award and
I am happy that our efforts to make Samsung a top electronics company in India have been
recognized and appreciated.

Our focus on product planning, product quality, R&D are all geared towards providing our
customers technologically advanced products with superior, consumer friendly features."

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In 2002, Samsung reported sales of Rs.170 million with 26% growth over the previous year.
Its consumer electronics business grew by 29% and contributed 60% to the total sales, and its
home appliances division grew by 21%, contributing 40 % of the total sales.

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Suggestion & Recommendation

I would like to recommend that Samsung
should use its strengths to overcome its weaknesses and use different strategies to each
opportunities and resist the threats coming from its competitors by hiring well experienced
and talented marketing executives, officers, and managers.

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Conclusion

By utilising its global qualities and substantial market

knowledge, Samsung has developed three distinct marketing strategies to launch three
equally high-tech, but different, products. Through successful, diverse approaches to
individual markets it has maintained its corporate philosophy - to devote its human resources
and technology to the development of a global society through ever better products and
services.
The protection of intellectual property presents the courts
with the necessity of balancing competing interests. On the one hand, we wish to protect and
reward the work and investment of those who create intellectual property. In so doing,
however, we must prevent the creation of a monopoly that would inhibit the creative
expressions of others. We have traditionally balanced those interests by allowing the copying
of an idea, but protecting a unique expression of it.

Bibliography
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1) Google.com
2) Samsumg.com
3) Wikipedia
4)

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