Samsung from gallop to run. All are collected from business journal.

1. Welcome To Our Presentation
Presentation On
Case Study-
SAMSUNG : From Gallop to Run.

2. Submitted to:
Mr. Mohammad Nazmul Ehsan
Assistant professor,
Dept. of textile Engineering,
Southeast University(SEU)
Submitted to:
Rajib Mia
Dept. of textile Engineering,
Southeast University(SEU)
Gmail:mdrajibmia758@gmail.com
Phone: +8801774435305
SOUTHEAST UNIVERSITY
Department of Textile
Engineering………………………………………………

4.  Samsung Electronics, is now one of the
most leading developers and producers of
the world.
 It is the world’s largest TV manufacturer
& the 2nd largest Cell Phone producer &
world’s fastest growing brand over the
five-year period.
 Lee Byung - chull is the founder who
funded samsung in 1938.
 Samsung Founder unveiled what he called
“new management,” a top to-bottom
strategy for the entire company in 1993.
 In 2009, Samsung rang up revenues of
$117 billion with profits of $8.3 billion.
 Samsung hit number 17th on interbrand’s
list of most valuable global brands of the
world.

5. Q.1: How was Samsung able to go from
copycat brand to product Leader?
Ans:
By LEE’S “new management” top to bottom strategy
for the entire company. Three main Factors that used
under “ new management” are:
 New product development.
 Product “ Test marketing”.
 Positioning .

6.  New product development:
Hired a new crop of fresh, young designers who designed new
products & concentrates on the development of new products also
focus on improvements, modifications, and new brands products
through their R&D effort
 Product test marketing:
Samsung products have to pass ‘WOW” test. If it didn’t get
“Wow!” during market testing, it must go straight back to the
design studio.
 Positioning :
Samsung build strong relationship with special Retailers such as
Best buy And Circuit City & also divest Low end distributors like K-
Mart And Wall Mart

7. Q.2: Is Samsung’s product development
process customer centered? Team based?
Systematic?
 Samsung develop their product according to
all this 3 aspects and condition. At first they
determine customer needs and wants then
develop team and also develop system to
work.
Customer centered.
Team based.
Systematic.

8. Customer centered:
 The products of Samsung had
satisfied customer needs and
wants by providing high end
product. They focuses on finding
new ways to create more
customer satisfying products and
solve major customer problems.

9. Team based
 Samsung appointed new
team of younger and
creative designers. They
unleashed a torrent of
new products. Every
new product had to pass
the “WOW” test.

10. Systematic
• It helps creating more
innovative ideas and
manufacture a larger
number of new-product.
 Samsung use systematic process to develop product. The systematic
innovation management helps create an innovation-oriented
company culture.

11. Q.3: Based on the PLC, what
challenge does Samsung face in
managing its high-tech product.
Product development stage.
Market introduction stage.
Growth stage.
Maturity stage.
Saturation and decline stage.
 PLC means Product Life Cycle. The product life cycle goes through
multiple phases, involves many skills, tools and processes.

12. Product development stage: Product development being when
the company finds and develop a new product idea.
Challenges 1 : Sales are zero, much money is needed to attract distributors
and build their inventories.
 Market introduction stage: Introduction stage starts
when the new product is first launched. Introduction takes
time, and sales growth is apt to be slow.
 Challenges 2: Advertisements are very important and
compulsory for Samsung new product.
 Growth stage: Growth is a period of rapid market
acceptance and increasing profit.
 In 2009, the company earned $117 billion of revenues
with profits of $8.3 billion. Since 2005,

13. Saturation and decline stage:
Decline stage is the period when sales fall
off and profits drop. Sales may plunge to
zero, or they may drop to a low level
where they continue for many years.
Challenges 4: Samsung is investing heavily
to ensure that it is Samsung itself that
develops the “newer high-tech” products
instead of other companies like Sony.
 Maturity stage: Maturity is period of slowdown in sales growth
because the product has achieved acceptance by most potential
buyers.
 Challenges 3: As cell phone industry moves from ‘dumb phones’ to
‘smartphones’ and Samsung aims to double its market share of the
higher-end market from 5 to 10 percent.

14. Q.4: Will Samsung likely achieve its goals in
markets where it does not dominate, such as
smartphones? Why or why not?
 Today Apple is the leading brand of smartphones. But
Samsung is also producing high value products with
exclusive features. Though now Samsung is not
dominating the market but they are making strategies
to become the no.1 brand. They also focusing on some
items by which they can achieve their goal.

15. Focusing items of Samsung
 Values
 Action
 Mabuljungje Strategy
 Interactivity
 Quality
 Features & Pricing
 Expectations & Aims
 Product decisions & Responsibilities
 International Products &
Standardized System