Scribd
Upload
55 views3 pages

Case Study 2

The case study examines Dr. Janeska Sarkanjac Smilka and her work with Olgica Mircheva. It discusses Samsung's transformation from copying other brands to becoming an innovation leader through new management strategies and a focus on customer experience. It also explores Samsung's goals to expand into new markets like smartphones and its current strategy of becoming a leader in the Internet of Things space through investments in smart home technology.

Uploaded by

Олгица Мирчева
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
55 views3 pages

Case Study 2

The case study examines Dr. Janeska Sarkanjac Smilka and her work with Olgica Mircheva. It discusses Samsung's transformation from copying other brands to becoming an innovation leader through new management strategies and a focus on customer experience. It also explores Samsung's goals to expand into new markets like smartphones and its current strategy of becoming a leader in the Internet of Things space through investments in smart home technology.

Uploaded by

Олгица Мирчева
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 3

Case Study 2

Д-р. Јанеска Саркањац Смилка

Олгица Мирчева
Бр. Индекс: 171294
Questions for Discussion

1. How was Samsung able to go from a copycat brand to an


innovation leader?

- First of all, Samsung said goodbye to “cheap knockoffs”. They changed their
management strategy and set a new goal for their company which was to turn
Samsung into a premier brand. One of the new management strategies was
that they hired new managers, new designers, in fact younger designers who
designed new, let me say “edgy” (later it turned out they were really edgy), bold
products. They introduced the company, to the outsiders, the clients and non-
clients as a way of life, which brought a lot of interest in the products in a short
amount of time. They also put a lot of time and effort in testing the products and
the design of the products.

2. In recent years, how has Samsung achieved its goals in


markets where it had little presence, such as
smartphones?

- Samsung puts the customers at the core of every innovation movement and
they focus on customer experience. After this new strategy, their profits see
double-digit growth. Also, when Samsung reached it’s first goal- beating Sony,
the company developed new goals and plans. Further more, when Samsung
became more and more successful, the company did not pay attention to
Sony’s or Toshiba’s success (the local and the old rivals), they were making
strategies and goals to get closer to Apple on the mobile device market and
eventually beat them and dominate the mobile phone market.

3. What challenges does Samsung face with such a diverse


product portfolio? What benefits?

- Well, as a company, Samsung had to face some challenges like new designs,
new trends, and whether customers will approve those designs and buy the
devices etc. The challenges also included inventing new management
strategies in a short amount of time, setting new goals and achieving them.
4. Is Samsung’s current and future strategy customer
focused? Why or why not?

- Not entirely, Samsung’s main focus is Internet of Things, developing a smart


home that is entirely digitalized. It purchased the star-up company SmartThings
the focus is mainly on that company and developing smart home products.

5. Will Samsung be successful in achieving its goal of


becoming a leader in the Internet of Things market?

- Samsung is on the way to becoming a leader in the Internet of Thins market,


but anything can happen so we are not sure yet.

You might also like