A Case Study on Samsung: Globalization's Impact on Business Success

This report examines the impact of globalization on Samsung, a South Korean conglomerate, and its business success. It begins with an introduction that outlines the background, overview, and rationale of the research, along with the research aims, objectives, and questions, and provides a conceptual framework. The literature review explores the concept of globalization, the benefits Samsung has gained from it, and its impact on the company's profits and sales. The report also analyzes Samsung's marketing activities in the UK compared to those in Korea, highlighting the differences. The methodology chapter describes the research approach, methods, and data sources. The data analysis and interpretation chapter presents the findings from the research. The conclusion, recommendations, and reflection chapter summarizes the key findings, offers recommendations for future strategies, and reflects on the research process. The report uses both primary and secondary data sources to provide a comprehensive analysis of Samsung's globalization strategies and their impact on its business performance. It also uses the 4Ps marketing mix to analyze Samsung's marketing activities in the UK and Korea.

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.............................................................................................................................21
REFERENCES..............................................................................................................................23
APPENDICES...............................................................................................................................25
Templates.......................................................................................................................................27

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
1

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.
2

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.
3

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.
4

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).
Marketing mix UK Market Korean 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.
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.
Price In this, premium pricing
strategy is followed where the
prices of the products are kept
higher.
In this, the company follows
penetration pricing strategy to
attract more customers and
prices are kept low in this.
5

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.
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 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.
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).
6

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is the framework which provides complete information about
research tools and techniques used for completing globalisation research. Techniques used in this
research are discussed as under-
Research philosophy- Philosophy is the way through which systematic representation of
information collected for the purpose of research is conducted in better manner. There are three
types of research philosophy i.e. pragmatist, interpretivist, positivist. Pragmatist philosophy is
used in this research because this gives information which is realistic and based on facts of
external environment. So reliable information is used in this research.
Research approach- This is the step by step process which provides broad assumption
about using tools and techniques for conducting research. There are two types of approach i.e.
inductive and deductive approach. Inductive approach is used in this research because it focuses
on factors which affects give impact on research outcome (Jenkins and Dredge, 2016).
Research methods- There are two methods for conducting research i.e. qualitative and
quantitative research. Qualitative research method is used because this provides reason behind
specific view of respondents. In this information is presented in graphical and picture format.
Sources of data- There are two methods for collecting information i.e. primary and
secondary. In this research both the methods. As per primary data, data is collected by
investigator about globalisation from candidates on the basis of one to one. So data collected
from this source is more reliable and authentic. Information is collected through questionnaire.
This is the best way to collect views of respondents about globalisation in written format.
Secondary data is collected with the help of online sources, books, journals, etc. Through this
brief overview about globalisation and its impact on sales and profits can be achieved.
Sampling- Sampling refers to the method through which some specific number of
respondents are selected for collecting views. In this research, random method is used to collect
view. This method is suitable because there is no biasness so correct and appropriate data is
collected. 10 employees are selected for collecting their view about globalisation (Leong, 2015).
Research design- This is the way in which research is presented. There are three types of
research design i.e. descriptive, experimental and exploratory. In this research descriptive design
is used because this is the best way in which all the information are presented to reader.
7

There is limitation of time in this research because respondents are not interested in
giving their revert back through questionnaire. This research is conducted in ethical manner by
collecting response of employees with free consent. Budget required to conduct this research is
£550. Time required to conduct this research is around 9 weeks. Gantt chart is technique which is
used to identify time for completing this research. This is the pictorial description about different
research activities with their respective time. So this provides information to team mates about
completion of each research activity (Litzenberg, 2018).
Ethical implication- There are some ethical aspects which has to be considered by
researcher while conducting research such as confidentiality, informed consent, security of data,
etc. Informed consent refers to the free approval of respondents in providing their view through
primary source of information. This is the way which assist in collect correct and absolute
information. Confidentiality of respondents is maintained, so they can freely share their opinion
about globalisation. Information collected from respondents are collected through mails and
collected in written format.
8

9

CHAPTER 4: DATA ANALYSIS AND INTERPRETATION
Data analysis
Data analysis refers to the process in which information is collected in systematic manner
with the help of statistical information describing reason behind it. This makes inspection about
globalisation in more better and relevant manner. Decision making related to impact on sales and
profits also gets influence with data analysis. Thematic approach is used for data analysis. This is
the way in which brief information about research question is provided under different themes.
So it is easy for reader to get brief overall about research question (McDowell, 2016).
Questionnaire
Q1. Do you understand the concept of Globalisation?
Yes
No
Q2. What is the impact on sales and profits of Samsung with operating at international level?
Positive
Negative
Q3. Is there any difference in marketing activities of Samsung at UK and Korea?
Yes
No
Q4. In which country Samsung have best marketing strategy?
Korean
UK
Q5. What are the benefits of globalisation for Samsung?
Increment in sales and profits
Increase consumer base
Enhancement in brand value of Samsung
Q6. What are the issues arise for Samsung while dealing at international level?
Competitive environment
Change in legal and political policies
Instability in consumer demand
Q7. What factors have to be considered by Samsung for successful running of business at
10