Crisis Resolution of Samsung | Report

Crisis Resolution of Samsung0
Topic: Crisis Resolution of Samsung
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Crisis Resolution of Samsung
Table of Contents
Introduction................................................................................................................................2
Background of organisation.......................................................................................................2
History of the organization.........................................................................................................3
Crisis and outcome.....................................................................................................................5
Marketing plan...........................................................................................................................6
Objective....................................................................................................................................7
Target market.............................................................................................................................7
Product strategy..........................................................................................................................9
Promotional strategy................................................................................................................10
Metrics of success....................................................................................................................11
Conclusion................................................................................................................................13

Crisis Resolution of Samsung
Introduction
Industry can be defined as that particular organization that will work for the major success
and the failures for the particular company. Moreover, market is a place where the
stakeholders like competitors, suppliers and consumers are playing major role while
conducting marketing activities. From this report the key purpose is to consider a failure case
of a company, so as to understand various factors responsible for the issues and reflect major
learning for near future. Other than this, the focus of the report will be on recommending a
marketing plan that will be helpful for the company to overcome such failures that will
accrue to the rise and fall of the market structure. A market can be defined as that particular
place where the price for the different goods and services will be determined by eh free play
of market forces of demand and supply.
For this report, the organisational case that is being selected for the discussion is Samsung
Galaxy Note 7 crisis that occurred in the year 2016 and has impacted the business at major
pace. The crisis reflected various mistakes acknowledged by the company, for which the
proposed marketing plan will be included in the report further. The theories used in the report
included segmentation, targeting and position in order to identify approachable target
customer segment for improving this circumstance for the company. The research conducted
for this is secondary research as the new article, government reports, company reports, and
literature for journal articles would be analysed. The Samsung Galaxy 6 will be the
replacement of the old model.
Background of organisation
Samsung group is the South Korean MNC that includes various business activities, for which
one of the most famous one is electronic product manufactured and marketed globally. The

Crisis Resolution of Samsung
company was initiated in the year 1938 in South Korea. Thus Samsung electronics has
manufactured smartphones, televisions, computers, and other electronic consumer goods. The
company has focused towards quality and current strategy of the company depicted large
variety of product with differentiation as the key competitive advantage. Considering the
vision and goals of the company, Samsung is dedicated to obeying with native laws and rules
as well as smearing a stringent universal code of conduct to wholly personnel. It considers
that moral administration is not merely a device for replying to the hasty changes in the
international commercial environment, nonetheless also a way for structure trust through its
numerous stakeholders comprising of consumers, stakeholders, workforces, corporate
associates and native societies. With an intention to develop one of the greatest ethical firms
in globe, Samsung endures to train its workers and function monitoring schemes, although
committed to reasonable and translucent business administration1.
History of the organization
The company has gone through various business strategies and activities in past, since 2005
in United States. For instance some of the popular occurrence included achieving first global
electronic company in 2010, merge with another company that is Samsung digital imaging;
integrate with android operating systems in order to launch smartphone series, which
reflected to be the turning point for the company. In 2015 the company sustained at first
position in television market for 10 years. Moreover, the company has continuously worked
towards innovation and technological change according to change in technological
environment and need in the market2.
1 samsung. (2020). aboutsamsung/vision. Retrieved from
https://www.samsung.com/us/aboutsamsung/vision/philosophy/philosophy-goals/
2 samsung. (2020). aboutsamsung/company/history. Retrieved from
https://www.samsung.com/us/aboutsamsung/company/history/