Do Le Hai Duong quiz HRM

Production Planning and Control
Đỗ Lê Hải Dương – ESOM60

Samsung (Mobile Vendor)
1. Suitable strategy for Samsung
The market growth rate of Mobile Vendor industry in 2021 is 13.2%.
In this market, Samsung has 28.95% market share, and its biggest competitor is Apple
which has 26.7% market share in 2021. As a result, the relative market share of Samsung
equals to 1.08 (28.95/26.7). Samsung is a mobile vendor in a high growth market with a
high market share. Based on the BCG matrix, the suitable strategy for Samsung is Star
strategy. Thus, Samsung should make more investment to their Mobile Vendor business.
SWOT analysis:
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Strengths of Samsung:
Brand Image
Strong dominance in smartphone manufacturing
Global availability of the products
Strategic Partnerships
Research and Development
Variety of products
Weaknesses of Samsung:
Dependance on the American market
High price
Opportunities for Samsung:
New markets
Business Diversification
Innovation
Threats for Samsung:
Impact of Pandemic
Strong Competitors
Scandals

Recommendations and Conclusion for Samsung in SWOT Analysis


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Improving the health and safety of the company’s employees.
Enhancement of the people by a long shot.

Encourage the workers to be creative
Lifting the team morale by achieving the team goals.
Samsung should explore the markets of Asia and Europe so it can stop depending

on the US.
6. By being acquainted with the new technologies, Samsung should focus on
bringing those to the customers.
7. The Company should keep a keen eye on the legal issues.
8. As price plays a vital role in sales, maintaining the quality of the products and
keeping the price balanced with it.
9. Samsung should pay more attention to its competitors and customer base to stay in

the race.
2. Strategic plan for chosen strategy (Market development and Product
development)
Increase market share and revenue by market development and product development
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Market development

Samsung entering a new market will cause an increase in market growth and its market
shares. By adopting this strategy, they enter a new market by targeting new customers in
other areas. New market for Samsung could be a new Country or a new City within the
same country it is operating in before. Samsung focuses on market development and
product development by targeting old customers with new products as well as attracting
new customers to increase market share. Samsung also develops brand recognition
through advertising in TV, newspaper, and pamphlets and on billboards.
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Product development

Samsung has one of the most advanced research and development centers around the
world. Samsung puts a lot of effort into providing new futuristic technology not only in
smartphones, but other appliances too.
3. Tactical plan for Marketing


A new competitive strategy with the goal of developing and marketing superior products
while also building an image of Samsung as a stylish, high-quality brand worthy of a
premium price. The objective was to establish a unique position using technical
innovation while designing more appeal to a younger generation, as well as upscale
customers around the world.
* Goals:
- Increase number of customers.
- Increase revenue.
- Reduce % marketing cost/Revenue.
- Increase brand awareness in new market.
4. Critical Success Factors for Marketing

Marketing
Critical
Success
Factors

Measures

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Cost efficiency
Customer reaction
Brand awareness

Marketing cost
% Marketing
cost/revenue
Increase in number of
customers
Revenue


5. KPI for the CSFs in 2021
CSF
Cost efficiency
Customer reaction
Brand awareness

KPI
Target
%
Marketing
cost/ 1.5%
Revenue
No. of View and Like of 10 million view and 10k
TVC
like/TVC on Youtube
% Increase in no. of Increase 10% in no. of
customer
customer and 7%