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Samsung Case Study
Marketing Management BUMT4600
14 February 2017
Is Samsung’s current and future strategy customer focused? Why or why not? Samsung, a
multinational conglomerate company with a quality portfolio of products that extends far past the
reach of its competitors. Starting from the bottom, Samsung has been able to innovate the tech
industry, captivate a large and loyal customer fan base, cultivate their mission as a company, and
reap the benefits that have come because of their differentiation. CEO of Samsung, Lee Kun-hee,
is the mastermind behind the huge success that company has bolstered over the years. Because of
Lee’s ability to continuously develop new strategies for the company, Samsung has been able to
keep up with and even surpass the competition. However, while the company has been able to
grow exponentially throughout the years, there seems to be a question of whether or not
Samsung’s current and future strategies are customer focused.
Samsung’s most dramatic shifts in success have occurred because of their ability to
modify their strategic goals as plans are met. The first concern of the company in the light of
recent years has currently been directed at the smartphone market, building better and smarter
phones to “Wow” the customers and beat the competition. The future focus of the company is
held advocate to the Internet of Things, and in this initiative, to build a foundation that
establishes an interconnected web between all Samsung products and serve the needs of the
individual.
Samsung’s current strategy in the market is to create and develop beautiful and
innovative technology that clearly differentiates itself from the rest of any comparable
competition. Holding rank as “the largest tech business by revenue and seventh most valuable
brand today” (White, 2015), Samsung focuses on the ever-changing tastes of their consumers.
This company is always thinking about growing larger and developing further. With their vast
array of products, Samsung has developed a strategy within the tech industry that has almost
created a need for their customers. In a range that includes laptops, smartphones, tablets,
cameras, refrigerators, television sets, and more, the company has been able to tailor their
products to the needs of their consumer while still being able to “Wow” them and build that
foundation of trust. It’s a no-brainer that Samsung’s most authoritative facet of their strategy
relies on their infinite product diversity.
