Técnica En Trabajo Social

cs started everything with the market strategy of changing everything in the company to be more competitive and advanced. From being a cost-driven company they completely changed their structure into a much more solid manufacturing company.

Their first move was to aim a new competitive strategy at developing and marketing technically superior products while building an image of Samsung as a stylish, high-quality brand commanding a premium price. The idea was to create an impression of a unique way of penetrating the market by offering technical innovation and design to captivate younger consumers as well as the relatively upscale customer segments.

Furthermore, investing in research and development and technical innovation, the company has managed to achieveclass leading electronic products that have set trends in the market. It also enabled them to control its own technical destiny and not just copy others. With much focus on core technologies common to other group of company, such as semi-conductors, large LCDs, display drivers, chipsets and mobile telephony, they have become pioneer manufacturers in the digital world, which they sought out would require new skills and innovations.

In addition, the company did not settle with just cutting-edge innovation alone to gain advantage in the market. They developed technologies which has taste and functionality adding up aesthetics and good ergonomics; connecting fairly well on the feelings and emotions of the consumers. Providing these set of product design and functionality, they also considered the price of having this product. They make sure that the customers get what they paid for. In order to achieve this idea, they involve a team of product designers who collaborate closely with their engineers, manufacturing people, marketers and market researchers. They also involved into outsourcing to stay in touch with customers in different countries. This includes immersing their product designers into seven design centers in cities like London, Tokyo, Shanghai and San Francisco. Moreover, constant monitoring and evaluation of the feedback from customers enables them to ascertain consumer taste and preference.

Lastly, they made huge efforts of developing marketing programs to build up the Samsung brand around the world. They have sought out that there is a need for them to develop strong and aggressive brand awareness for customers to have sufficient information on their products.

Action plans

Samsung Electronics started with an image of being a low-class manufacturer of electronic products. Diversifying into a high-end manufacturer they had become the leading industry in the digital world today. Their marketing programs and strategies are very good and well implemented throughout the firm. My concern would be that if Samsung did not wait for many years to have decided this change, they might have gone more and better from what they are today. I think that with strong brand awareness for people to know their product would also be an option for their success.

With the success they have achieved today, we could easily say that they are as hard as rock when it comes to competition. But the company should not be too complacent with what they have now. Listed below are some action plans that Samsung Electronics should consider for years to come.

• Invest on research and development concerned with problems regarding environmental safety. They should not only focus on providing the needs and wants of the customers in terms of technology. They must also be concerned with the ecosystem where their customers reside and develop products which help preserve the environment for the future generations.

• Invest on research and development concerned with current issues which will pose a big threat for the company in the future. There are a lot of things to be considered here, such as raw materials being used for

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