Management Communication - Samsung
Added on 2020-05-16
7 Pages2600 Words129 Views
Running Head: Management CommunicationSAMSUNG ELECTRONICSManagementCommunication
Management CommunicationP a g e | 1Samsung group is a South Korean MNC which is headquartered in Seoul; it earned revenue of 174 Billion USD in the year 2016 and is headed by Kwon Oh-hyun. The company is mostly known for its high technology enabled consumer electronics and appliances (Kovach, 2017). The company was pivotal in establishing the operating system android in the market and it also gave major android companies a run for its money. There was a time, in the recent past when Apple feared Samsung andchanged its marketing, production and advertising strategy to build up a strong game against Samsung. It can be clearly said that Samsung was the first of the few players to take the smartphone market by a storm (Thandu, Bharti, Malott & Chellapan, 2015)Galaxy note 7 was a device in a product category of its own; it had many firsts like Gorilla Glass 5 on the front and the back, a water resistant S-pen and HDR video. Samsung launched its Galaxy Note 7 with much of a fan fare among its Target audience. People across the globe were anticipating the product very much, thanks to the brilliant marketing and advertising activities deployed by the brand. Galaxy Note 7 was on the mind of every tech geeks, phone enthusiasts and the population. People wanted to grab their hands on the phone as soon as possible. Early reviews from Technology experts gave the phone thumbs up and people started standing in queues and ordering online and wanted to have the experience provided by the Galaxy Note 7(Tuttle, 2016).The company was sure of the success of its Galaxy Note 7 series and anticipating the fanfare it announced S8 in the year 2017. It was a very bold move, but Samsung was confident about its product and was sure that no competitor can beat or match the competition. The Galaxy note 7 was received well amongst the reviewers of the device, Weird, The Verge, Time and many more sang the device’s praises, and it
Management CommunicationP a g e | 2even earned the prestigious Mashable Choice Award. Everything was going extremely well for Samsung, until, the phone started catching fire while plugged into charging. This was the very moment which untied the company officials, product, marketing team and all the relevant departments to come forward and undo the damage it has already caused to its reputation and legacy(Lan, qiu,He, H & Xu, 2017). The first explosion of the battery occurred on August 24, when a Galaxy Note 7 device exploded while connected to a charging cable, henceforth more such incidents came into light. The company later owed that there were errors in both the designing and manufacturing of the affected batteries by two different manufacturers. Its lithium ion battery whichwas jacked into a tight smartphone was unable to handle the heat, which caused the explosion, the company accepted in one of the report published last year. (Saini & Austin, 2017)Receiving the early news of explosion, Samsung delayed the shipment of the Note 7 to have quality control testing, by September it issued a worldwide call of the phone affecting the company in lossesto the tune of billions and a tarnished image. Samsung Galaxy Note 7 can be considered as a worst dream for the company, there were banners on the Airport that people cannot fly with Note 7 in their pockets, and hence it was like the worst nightmare for the firm (Hartley, 2017)The company in the month of September did a worldwide recall of its Note 7 in order to have any further damage to the lives of people, by October 11 the company stopped the production of Note 7, hence the phone which was one of the most anticipated phones in the history of Smartphones was removed from the market in a duration of 2 months(Simley, 2017) Samsung wanted to give a message out in the world about the fiasco and wanted to take a full responsibility for the explosion in the phone. The company wanted to communicate three distinct type of messages; Primary,
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