Managing Products & Brands: Samsung Galaxy Smart Phone Innovation Process

Name 1
Managing Products & Brands
Student’s Name
University
Course
Date

Name 2
Table of Contents
Introduction......................................................................................................................................3
The Product Innovation Charter (PIC): situation assessment & opportunity identification............3
Strategic Focus of the Innovation to Samsung................................................................................5
The new products process................................................................................................................6
The New Product Portfolio/ Strategic fit.........................................................................................6
Reflection of the Degree of Success................................................................................................7
Other associated Factors that Need to be Considered.....................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Name 3
Managing Products & Brands
Introduction
Continuous improvement and innovation form the basis for the survival of any business
organization. Most organizations rely on the innovation teams to come up with new products that
reflect the changing dimension of the market and at the same time compete with what other
organization are offering. Innovation is a new idea or application of better solutions that meet the
new requirements of the organization (Edison, Ali, & Torkar 2014, p. 1394). The product
development process is the journey that a product goes through from conception to the market.
This entails a series of stages that new products go through beginning from ideation and concept
generation and ends with the introduction of the product to the market.
Samsung is a global leader in the electronics sector and recently entered the mobile
phones words. Today Samsung is known with the Samsung Galaxy line of smart phones that it
continues unleashing in the market every time. Shaughnessy (2013, pp. 4) suggests that Samsung
is one of the innovative companies in the smartphone world due to its TRIZ approach that is used
to develop the direction for new innovation. The company’s recent innovation is the Galaxy line
of smartphones which is continuing to hit the market. This report analyses the Samsung Galaxy
Smart Phone innovation process by developing a PIC for the organization, identifying the goals
of the innovation, new product process and portfolio and appraisal of the degree of success.
The Product Innovation Charter (PIC): situation assessment & opportunity identification.
The PIC is a guide to the development of new products strategy based on the existing
needs of the market. This entails identifying the purpose of the product and how its marketing
elements fit into the general business strategy (Crawford 2008, 6). It contains the elements of
market background, target market, goals and objectives, and special considerations.