Research Project on Samsung

Research Project

Table of Contents
TITLE:.............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Background of research..........................................................................................................1
Overview of research..............................................................................................................1
Rational of research................................................................................................................1
Research aim..........................................................................................................................2
Research objectives................................................................................................................2
Research questions.................................................................................................................2
Conceptual framework...........................................................................................................2
CHAPTER 2:LITERATURE REVIEW..........................................................................................4
Concept of globalization.........................................................................................................4
Benefits of globalization in context of Samsung's growth and success.................................4
Impact of globalization on profits and sales of Samsung.......................................................4
Identify Samsung' s marketing activities in the UK (4P) compared to Korean and the reasons
for the differences...................................................................................................................5
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................7
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION....................................................10
Data analysis.........................................................................................................................10
Data interpretation................................................................................................................12
CHAPTER 5: CONCLUSION, RECOMMENDATIONS AND REFLECTION.........................21
Conclusion............................................................................................................................21
Recommendations................................................................................................................21
Reflection.............................................................................................................................22
REFERENCES..............................................................................................................................24
APPENDICES...............................................................................................................................26
Templates.......................................................................................................................................28

TITLE:
To examine the impact of globalization on business success. A case study on Samsung.
CHAPTER 1: INTRODUCTION
Background of research
Globalisation refers to the process of integration and interaction among individuals,
companies and governmental bodies at world wide level. In globalisation business operations of
association performs in more than one country. Managers of company has to consider change in
trend, culture, ethical values, etc. to get positive outcome. In this research, there is discussion
about impact on sales and profits of organisation while operating at international level. This
impact can be negative if managers does not regularly analyse changes happening in external
market (Bourn, 2018). This research is based on Samsung which is South Korean Conglomerate
association having head quarter in Samsung Town, Seoul, South Korea. This organisation was
established in 1938 as trading association.
Overview of research
There is difference in working style of association ant national and international level. It
is important to make clear understanding about policies which has to be followed at international
level. Samsung operates in different countries and there is difference in political, legal, ethical
policies of nation. This makes clear understanding about requirements which has to be fulfilled.
As there are many employees working in Samsung, so it is important to make clear
understanding among them about their roles and responsibilities this helps to get positive impact
on organisational performance.
Rational of research
Rationale behind conducting research on this topic is that this topic is wide and
concurrent in current era, so research is able to enhance knowledge about it. It is easy to collect
information about globalisation and its impact on business sales and profits which makes
research completed on time with authentic sources (Davrados, 2018). Samsung company is
selected because it operates at international level, so it is easy to collect in formation about it.
Researcher have interest in this topic, so research will be conducted in creative and systematic
format. If candidates wants to enhance business in more than one country, then factors which has
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to be considered can also studied. So this research topic is beneficial for personal as well as
professional prospects.
Research aim
“To examine the impact of globalization on business success.” A case study on Samsung.
Research objectives
 To understand the concept of globalization.
 To identify the benefits of globalization in context of Samsung's growth and success.
 To examine the impact of globalization on profits and sales of Samsung.
 To identify Samsung' s marketing activities in the UK (4P) compared to Korean and the
reasons for the differences.
Research questions
 Do you understand the concept of globalisation?
 What are the benefits of globalization in context of Samsung's growth and success?
 What is the impact of globalization on profits and sales of Samsung?
 What are the Samsung' s marketing activities in the UK (4P) compared to Korean and
the reasons for the differences?
Conceptual framework
Conceptual frame provides information about structure of research. Research is in- depth
investigation about some topic for collecting information globalisation. Research is conducted
under different chapters which assist in collecting and stored information in systematic manner.
Chapter 1 is about introduction. Introduction section is important as it covers background,
overview of research and it is easy to make clear understanding about research topic. In research
information about globalisation and company Samsung is provided.
Chapter 2 is about literature review. In this objectives setted in introduction chapter is evaluated
as per author's point of view. In this chapter information is collected through online sources
which is part of secondary data.
Chapter 3 is about research methodology. There is requirement of different tools and techniques
for accomplishing research in successful manner (Fajariah, Diah and Sedu, 2018). So in this
chapter information about different tools and technique is provided which are used while
conducting research.
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Chapter 4 is about data analysis and interpretation. In this chapter information collected from
respondents is evaluated to give interpretation over it. This is part of primary information. Last
Chapter 5 is about conclusion, recommendations and reflection. In this gist is provided on
overall research and collected data. There are some recommendations through which more good
results can be achieved by Samsung while operating at international level. At last investigator's
personal view on research topic and perception with conducting research is provided.
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CHAPTER 2:LITERATURE REVIEW
Concept of globalization
Globalisation refers to the process in which free transfer to goods and services in more
than one country is possible. There are some policies which has to be followed by Samsung in
order to expand at international market. With working at global level there is increment in
consumers because products are sold in more than one country. There is difference in demand of
consumers as per change in geographical region. According to Professor Jagdish Khatri, 2019
globalisation creates an opportunity for growth of Samsung because products are sold in
different countries. There is direct link between globalisation and legal, political factors of
country. When Samsung is working in different geographical region, then there is more
employment opportunities and living standard of local people become raise.
Benefits of globalization in context of Samsung's growth and success
With working at global level, there are some benefits for Samsung such as increment in
consumer base, increase in trade, etc. According to Tejvan Pettinger, 2019 some benefits for
Samsung are discussed as under-
Free trade- With conducting business at international level, there is more trade scope for
Samsung because hey have consumers in different countries which makes it easy to enhance
sales and profits.
Competition with other multinational company- At international level, there are many
other brands which are operating. So it is easy for Samsung to compete with them. This enhance
brand value of company at international level.
Achieving economies of scale- Economies of scale refers to performing business
operations with low cost. With globalisation, it is easy to collect resources, raw material from
different sources, so this helps to get best product and services to consumers at nominal cost.
This helps to enhance brand value in industry.
Impact of globalization on profits and sales of Samsung
According to Michal Lev Ram (2018), Samsung has became one of the top mobile brands
in the global business market (Samsung's road to global domination, 2018). Samsung has
realised the importance of product designing so that it can compete effectively in the global
market. Therefore, globalisation has a very favourable impact on the operations and functioning.
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The sharing of resources and technology has helped the company in developing new and
innovative products and services. This has made the company one of the most established player
and globalisation helped in effectively competing with other players. Further more, by looking at
art, culture and sculpture of many countries, the design lab trained its design engineers to be the
best. The IDS concept expanded into Samsung’s current global design centres. Thus, all this
leads to the growth in the sales and maximisation of profit for Samsung in all over the world. By
practising the five-pillared brand strategy, Samsung has been successful in repositioning its
brand globally.
Identify Samsung' s marketing activities in the UK (4P) compared to Korean and the reasons for
the differences
According to Hitesh Bhasin (2019), Samsung is the south Korean company and
marketing mix of Samsung is defined as the evaluation of various elements of marketing which
are essentially used by the companies in order to produce the innovative product and distributing
it in the target market with the help of various promotional tools (Marketing mix of Samsung
galaxy, 2019).
UK Market
Product: The Samsung offers products like mobile phones, electronic appliances, home
appliances, television, information technology, cameras, etc. It has invested a lot of investment in
research and development to deliver best products to its customers.
Price: In this, premium pricing strategy is followed where the prices of the products are kept
higher.
Place: In this Samsung follows B to B approach for distribution of the products. This is because
the Samsung is not the UK based company and hence deals with several other distributors and
retailers for selling the products.
Promotion: It uses various promotional tools and techniques for the intention of attracting the
customers like advertising on business magazines, internet, airports, digital hoardings, bill
boards, television, etc.
Korean Market
Product: Samsung is a Korean company and it offers wide variety of services to its customers
over there. It includes products like apparels, automotive, chemicals, consumer and other
electronic components, medical equipments, telecommunication devices, semi conductors, etc.
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Price: In this, the company follows penetration pricing strategy to attract more customers and
prices are kept low in this.
Place: As the company is established in Korean market only, it follows B to C approach in
which the company directly delivers its products and services to the customers.
Promotion: While this follows promotional tools like social media, e mail marketing, coupons,
vouchers, discounts, newspaper advertisements, sales promotions at public places,
demonstrations, etc.
The difference between the product of the two countries, as Samsung offer wide range of
products in Korean market because it has easy availability of resources like technology,
manpower, finance, etc. at lesser rates. It follows premium pricing in UK because it includes
taxation and export prices also and apart from this, it taps higher class people. It adopts B to B in
UK because Samsung exports its products and services in the UK and then the wholesalers and
retailers sells the products in the market (Fanghanel and John, 2015).
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