Product and Service Development: Samsung Electronics Case Study
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Product and Service Development
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Table of Contents
Introduction......................................................................................................................................3
Part A...............................................................................................................................................4
Individual Report.............................................................................................................................4
1. An introduction to the organization and partner companies........................................................4
2. An overview of the different products and services offered in their company’s portfolio..........5
3. An evaluation of a range of the products and services in relation to their lifecycle stage..........6
4. An evaluation of how to manage the lifecycle stages and the choice of appropriate product line
management choices. Provide Justification for your recommended choices..................................8
5. Choosing one product line management choice:.........................................................................9
Conclusion.....................................................................................................................................12
Reference List................................................................................................................................13
2
Introduction......................................................................................................................................3
Part A...............................................................................................................................................4
Individual Report.............................................................................................................................4
1. An introduction to the organization and partner companies........................................................4
2. An overview of the different products and services offered in their company’s portfolio..........5
3. An evaluation of a range of the products and services in relation to their lifecycle stage..........6
4. An evaluation of how to manage the lifecycle stages and the choice of appropriate product line
management choices. Provide Justification for your recommended choices..................................8
5. Choosing one product line management choice:.........................................................................9
Conclusion.....................................................................................................................................12
Reference List................................................................................................................................13
2

Introduction
The product development includes many processes, which includes innovation and design and
also includes application of concepts and market strategies. Innovation and Design are co-related
to each other, as the design principles are aligned to innovation and strategies of a company, the
functionalities will automatically improve. The companies which follow designs have proved to
be highly successful in the market. For example, Apple, Pepsi,IBM, Nike, Procter & Gamble.
The design can be applied to the available system of the company, replace old models that
constitute the functioning of a company. The design can transform the way of operations the
company follows to create brand value.
This report will consist of an individual report which will portray the product designing and
innovation of the company Samsung, which is developing their washing machine (Samsung
Electronics America, 2019).
3
The product development includes many processes, which includes innovation and design and
also includes application of concepts and market strategies. Innovation and Design are co-related
to each other, as the design principles are aligned to innovation and strategies of a company, the
functionalities will automatically improve. The companies which follow designs have proved to
be highly successful in the market. For example, Apple, Pepsi,IBM, Nike, Procter & Gamble.
The design can be applied to the available system of the company, replace old models that
constitute the functioning of a company. The design can transform the way of operations the
company follows to create brand value.
This report will consist of an individual report which will portray the product designing and
innovation of the company Samsung, which is developing their washing machine (Samsung
Electronics America, 2019).
3
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Part A
Individual Report
Introduction
In this section of the study as a working employee of the innovation and design department of
the company “Samsung”, there will be description of new product generation. The new product
development will be developing the washing machines which will adapt to the demands of the
customers and outsmarting the market trends to attract more customers surpassing their
competitors in performance. The report will therefore also emphasize on the new product
development of the company, which is necessary for the company to get through the cutthroat
competition of the market and increase their product value.
1. An introduction to the organization and partner companies
Samsung is actually a South Korean multinational company which is situated originally in Seoul,
South Korea. It was established in 1938 by Lee Byung Chul (Samsung uk, 2019). They have
prospered throughout 81 years, in producing a varied range of products like television, smart
phones, apparel, automotive devices, medical equipments, telecommunications and
semiconductors and advances home appliances. Samsung have made considerable developments
in the company by producing range of products, and have made mark in the global markets. They
are most popular for their wide range of smart phones and always innovating new features in
their smart phones. Due to their considerable development, they have positioned their company
as the sixth highest global brand value.
Samsung has many partners and they have numerous sponsorships which have served in
developing their company legacy. They have acquired $ 212 billion in the end of the year 2017.
Samsung has been operating as a parent company which has various divisions in their production
like electronics, refrigerators, medical devices, mobile communications and information
technology. The companies which are governed by Samsung are Harman international
Industries, AdGear, Joyent, Looppay, Nexus, Novaled, Proximal Data, Simpress, Smart-Things
and Prismview. These all companies have been established by the parent company, and have
4
Individual Report
Introduction
In this section of the study as a working employee of the innovation and design department of
the company “Samsung”, there will be description of new product generation. The new product
development will be developing the washing machines which will adapt to the demands of the
customers and outsmarting the market trends to attract more customers surpassing their
competitors in performance. The report will therefore also emphasize on the new product
development of the company, which is necessary for the company to get through the cutthroat
competition of the market and increase their product value.
1. An introduction to the organization and partner companies
Samsung is actually a South Korean multinational company which is situated originally in Seoul,
South Korea. It was established in 1938 by Lee Byung Chul (Samsung uk, 2019). They have
prospered throughout 81 years, in producing a varied range of products like television, smart
phones, apparel, automotive devices, medical equipments, telecommunications and
semiconductors and advances home appliances. Samsung have made considerable developments
in the company by producing range of products, and have made mark in the global markets. They
are most popular for their wide range of smart phones and always innovating new features in
their smart phones. Due to their considerable development, they have positioned their company
as the sixth highest global brand value.
Samsung has many partners and they have numerous sponsorships which have served in
developing their company legacy. They have acquired $ 212 billion in the end of the year 2017.
Samsung has been operating as a parent company which has various divisions in their production
like electronics, refrigerators, medical devices, mobile communications and information
technology. The companies which are governed by Samsung are Harman international
Industries, AdGear, Joyent, Looppay, Nexus, Novaled, Proximal Data, Simpress, Smart-Things
and Prismview. These all companies have been established by the parent company, and have
4
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made many investments. The LoopPay Company was established for competing with their rival
Apple. Moreover, they even have partnership with Apple, as Apple is dependent on Samsung for
providing them with hardware parts which come from Seoul, South Korea. The recent
partnership has been offered by them for advertisement purposes, which will demonstrate their
electronics on Apple iTunes.
2. An overview of the different products and services offered in their company’s portfolio
Samsung have high ranges of products and services, they have varied ranges of products, which
includes their product ranges in apparel, automotive chemicals, electronic devices, electronic
components or devices, medical devices or equipments, semiconductors and solid state drives,
DRAM, ships, telecommunication services and also providing home appliances. The
organization have scattered their services in advertising, construction, entertainment services,
hospitality services, manufacturing devices which includes communication technology, health
and care products and services. The company is also included in retailing and shipbuilding
services.
Figure 1: Samsung S10, the latest Android phone manufactured by Samsung
(Source: samsung.com, 2019)
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Apple. Moreover, they even have partnership with Apple, as Apple is dependent on Samsung for
providing them with hardware parts which come from Seoul, South Korea. The recent
partnership has been offered by them for advertisement purposes, which will demonstrate their
electronics on Apple iTunes.
2. An overview of the different products and services offered in their company’s portfolio
Samsung have high ranges of products and services, they have varied ranges of products, which
includes their product ranges in apparel, automotive chemicals, electronic devices, electronic
components or devices, medical devices or equipments, semiconductors and solid state drives,
DRAM, ships, telecommunication services and also providing home appliances. The
organization have scattered their services in advertising, construction, entertainment services,
hospitality services, manufacturing devices which includes communication technology, health
and care products and services. The company is also included in retailing and shipbuilding
services.
Figure 1: Samsung S10, the latest Android phone manufactured by Samsung
(Source: samsung.com, 2019)
5

Samsung has reached considerable heights in producing varied range of products, whereas they
have started from scratch. The South Korean tech giants have made considerable changes in the
phone that we depend highly on them in our daily basis. The main competitors of Samsung have
always been Apple and Nokia, Samsung in a short time surpassed both of the companies in
designing varied range of Android devices. There were other devices which also paved their way
of success, by the invention of new devices like washing machines, television sets, home theatres
and home appliances which are necessary to gain more customers of varied ranges. Samsung has
been known as the top company for manufacturing android phones (Almutairi and Anggawinata,
2019).
Figure 2: The latest automatic washing machine of Samsung
(Source: Samsung Electronics America, 2019)
Samsung Electronics Company is among the top companies which are shipped worldwide.
According to the statement of Strategy Analytics, the shipment of their products to all the
countries recently rose to 20% of the overall production which reached 397 million units.
6
have started from scratch. The South Korean tech giants have made considerable changes in the
phone that we depend highly on them in our daily basis. The main competitors of Samsung have
always been Apple and Nokia, Samsung in a short time surpassed both of the companies in
designing varied range of Android devices. There were other devices which also paved their way
of success, by the invention of new devices like washing machines, television sets, home theatres
and home appliances which are necessary to gain more customers of varied ranges. Samsung has
been known as the top company for manufacturing android phones (Almutairi and Anggawinata,
2019).
Figure 2: The latest automatic washing machine of Samsung
(Source: Samsung Electronics America, 2019)
Samsung Electronics Company is among the top companies which are shipped worldwide.
According to the statement of Strategy Analytics, the shipment of their products to all the
countries recently rose to 20% of the overall production which reached 397 million units.
6
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Samsung Company therefore acquired profits rising up to 75% in the year 2014, which was
contributed in the maximum way by the Galaxy Smartphone’s (BBC News, 2019). They have
even surpassed Apple, it sole rival in being world biggest Smartphone maker all over the world.
The products of Samsung are considered high end, and they even have products and
Smartphone’s which are low priced that can serve budget friendly customers (Wang and Tian,
2017). Samsung has created a long history in making devices which consists of innovative
features and designs. In the year 1974, Samsung’s first Galaxy WM, which is washing machine
and the first product which only washed clothes and there was two tub where the clothes where
spin and dried, in the following year of 1979, the washing machine became automatic with a
single tub. In the year 2014, the washing machine was developed according to the
implementation of new technological implementation which has touch screen and 3D Dynamic
wash (News.samsung.com, 2019). The new ideas or technological advancements which can be
further implemented on the washing machine is voice sensors, just like its competitor Panasonic
which have developed a washing machine that folds clothes , with a voice responsive feature.
Numerous companies have implemented IOT in developing their products. The IOT (internet of
things) is a integrated system where the object connects to another object by which the machine
manage themselves
3. An evaluation of a range of the products and services in relation to their lifecycle stage.
Product Life Cycle is the progression of new product and its processes through a number of
stages. The stages generally include stages like Growth, maturity and decline. The following
sequence of stages are called Product Life Cycle which also aligns to adapting to the marketing
changes, which has a huge impact on the strategies applied by the organization and marketing
mix. In this part many equipments of Samsung is developed, the smart phones, DVD and
washing machines will be discussed. There are mainly six stages in the product life cycle they
are as follows:
Development- It is the initial stage in Product Life Cycle, which involves the research
and development of the product before launching them in the market. The research and
development is done by creating innovative ideas, and making competitor analysis. The
main part in development stage in the research and competitor analysis, this helps in
7
contributed in the maximum way by the Galaxy Smartphone’s (BBC News, 2019). They have
even surpassed Apple, it sole rival in being world biggest Smartphone maker all over the world.
The products of Samsung are considered high end, and they even have products and
Smartphone’s which are low priced that can serve budget friendly customers (Wang and Tian,
2017). Samsung has created a long history in making devices which consists of innovative
features and designs. In the year 1974, Samsung’s first Galaxy WM, which is washing machine
and the first product which only washed clothes and there was two tub where the clothes where
spin and dried, in the following year of 1979, the washing machine became automatic with a
single tub. In the year 2014, the washing machine was developed according to the
implementation of new technological implementation which has touch screen and 3D Dynamic
wash (News.samsung.com, 2019). The new ideas or technological advancements which can be
further implemented on the washing machine is voice sensors, just like its competitor Panasonic
which have developed a washing machine that folds clothes , with a voice responsive feature.
Numerous companies have implemented IOT in developing their products. The IOT (internet of
things) is a integrated system where the object connects to another object by which the machine
manage themselves
3. An evaluation of a range of the products and services in relation to their lifecycle stage.
Product Life Cycle is the progression of new product and its processes through a number of
stages. The stages generally include stages like Growth, maturity and decline. The following
sequence of stages are called Product Life Cycle which also aligns to adapting to the marketing
changes, which has a huge impact on the strategies applied by the organization and marketing
mix. In this part many equipments of Samsung is developed, the smart phones, DVD and
washing machines will be discussed. There are mainly six stages in the product life cycle they
are as follows:
Development- It is the initial stage in Product Life Cycle, which involves the research
and development of the product before launching them in the market. The research and
development is done by creating innovative ideas, and making competitor analysis. The
main part in development stage in the research and competitor analysis, this helps in
7
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building up the value of the product. The main research and development department of
Samsung is Hwaseong, South Korea. The Samsung smart watches are still on the process
and will be developed to be launched in the global markets.
Introduction- This stage is the most expensive in the total lifecycle of a product, and the
company which is developing the particular product. The product development needs a
considerable amount of investment, and implementation of strategies. The apparel
department is launched in the market, and there are T-Shirts for both men and women,
which did not attract the customers yet. Samsung market size is huge as they have gained
75% of profit by selling their Smartphone’s, and have surpassed the leading IOS oriented
manufacturer Apple (Giachetti and Marchi, 2017). They have evolved to be one of the
world largest electronic manufacturers worldwide, and recently they have evolved as the
largest mobile manufacturing company. According to the President of Samsung, Geesung
Choi their apparel department, ship building department are still under development
which have yet not attracted many customers. They have yet to introduce the 3D
television in the market, and yet to be developed, the sales of the company need more
resources and strategies to introduce to the new markets and attract enough customers.
Growth- The growth stage is generally understood by the strength of the company and its
growth and profit generation. The companies enhance their growth, when they have
increased economies, profit margins, and overall revenue collection. Samsung
telecommunications department is still in growth stage, and they need still need to
implement more resources and strategies in telecommunications services developing
cloud services to enhance their network all over the world. According to the report of
Dell’ Oro, the organization have earned 37% of market share in spreading their 5G
Solutions to the global markets (Samsung global_nw, 2019).
Maturity- The maturity stage defines the regeneration of a new product and developing
an aim to keep the sale of the product in the market stagnant, and get required market
share. The evaluation of the Samsung DVD can be taken into consideration, as the
company is struggling to keep their demands in the market (Samsung.com, 2019). They
have launched Blu-ray DVD Players which are mostly preferred by the company, but
there must be further strategies to develop them further.
8
Samsung is Hwaseong, South Korea. The Samsung smart watches are still on the process
and will be developed to be launched in the global markets.
Introduction- This stage is the most expensive in the total lifecycle of a product, and the
company which is developing the particular product. The product development needs a
considerable amount of investment, and implementation of strategies. The apparel
department is launched in the market, and there are T-Shirts for both men and women,
which did not attract the customers yet. Samsung market size is huge as they have gained
75% of profit by selling their Smartphone’s, and have surpassed the leading IOS oriented
manufacturer Apple (Giachetti and Marchi, 2017). They have evolved to be one of the
world largest electronic manufacturers worldwide, and recently they have evolved as the
largest mobile manufacturing company. According to the President of Samsung, Geesung
Choi their apparel department, ship building department are still under development
which have yet not attracted many customers. They have yet to introduce the 3D
television in the market, and yet to be developed, the sales of the company need more
resources and strategies to introduce to the new markets and attract enough customers.
Growth- The growth stage is generally understood by the strength of the company and its
growth and profit generation. The companies enhance their growth, when they have
increased economies, profit margins, and overall revenue collection. Samsung
telecommunications department is still in growth stage, and they need still need to
implement more resources and strategies in telecommunications services developing
cloud services to enhance their network all over the world. According to the report of
Dell’ Oro, the organization have earned 37% of market share in spreading their 5G
Solutions to the global markets (Samsung global_nw, 2019).
Maturity- The maturity stage defines the regeneration of a new product and developing
an aim to keep the sale of the product in the market stagnant, and get required market
share. The evaluation of the Samsung DVD can be taken into consideration, as the
company is struggling to keep their demands in the market (Samsung.com, 2019). They
have launched Blu-ray DVD Players which are mostly preferred by the company, but
there must be further strategies to develop them further.
8

Saturation- the saturation stage is that the production of a certain product has reached its
top heights, and the main aim of the company is to increase the profit by selling the
product. The Samsung Smartphone’s have reached considerable success heights other
than the electronic devices they have produced. Samsung mobile phones have evolved
beyond the limits which their leading rival could not surpass. Moreover, their product
range has a number of Galaxy Smartphone’s, Galaxy S4, and fourth generation. The
maximum production of the company is the Android Smartphone with various operating
systems (Yun. and Zhao, 2018).
Decline- many products sale generally shrink as time passes, which is known as the
Decline stage. The decline stage will mark the diminishing of the product, from the
market. There can be various reasons a product can shrink, market saturation,
development in technology, ever-changing market trends can be the reasons. The
traditional washing machine which has two tubs has diminished and replaced by the
highly advanced technology (Samsung.com, 2019).
Figure: the growth of Samsung mobile phones in their total Lifecycle
(Source: Cecere and Battaglia, 2015)
4. An evaluation of how to manage the lifecycle stages and the choice of appropriate
product line management choices. Provide Justification for your recommended choices.
The lifecycle strategies should be implemented according to the goals and objectives of the
company. The business goals and initiatives used to manage some products must be kept in a
9
top heights, and the main aim of the company is to increase the profit by selling the
product. The Samsung Smartphone’s have reached considerable success heights other
than the electronic devices they have produced. Samsung mobile phones have evolved
beyond the limits which their leading rival could not surpass. Moreover, their product
range has a number of Galaxy Smartphone’s, Galaxy S4, and fourth generation. The
maximum production of the company is the Android Smartphone with various operating
systems (Yun. and Zhao, 2018).
Decline- many products sale generally shrink as time passes, which is known as the
Decline stage. The decline stage will mark the diminishing of the product, from the
market. There can be various reasons a product can shrink, market saturation,
development in technology, ever-changing market trends can be the reasons. The
traditional washing machine which has two tubs has diminished and replaced by the
highly advanced technology (Samsung.com, 2019).
Figure: the growth of Samsung mobile phones in their total Lifecycle
(Source: Cecere and Battaglia, 2015)
4. An evaluation of how to manage the lifecycle stages and the choice of appropriate
product line management choices. Provide Justification for your recommended choices.
The lifecycle strategies should be implemented according to the goals and objectives of the
company. The business goals and initiatives used to manage some products must be kept in a
9
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sequential process so that the product can be evaluated in a processes manner and launched into
the market. The product line management choice is to build the Samsung Washing machine,
which has steam with less ironing and the machine will be operated through an application in the
mobile phone. The operation will be done from the mobile phone, and there will be techniques of
switching it on and off from the mobile phone. The lifecycle stages of the product can be
managed by the following processes, they are as follows:
Gaining clearance on the marketing strategy that will be implemented to sell this product:
The organization always should opt for an integrated strategy which will identify the product
portfolio. The integrated strategy will helps in selling their products and smooth manufacturing.
Evaluating the processes that will be applied according to the resources available: The
production mix is necessary, along with the company collaboration and cross functional review.
The production and manufacturing should be done by applying robust Sales and Operations
Planning(S&OP).
Recommendations
The first process will help in improving the manufacturing and understanding the
requirements and customer needs to develop the products. This plan will help in
understanding the capability of the product and aligning it to the plan.
The second option will helps in collaborating and connecting the various departments of
sales, marketing and manufacturing.
5. Choosing one product line management choice:
An explanation of each of the processes applied for new product development.
1. Generate and Collect Ideas- The idea generation is the synchronised search done for
implementing new ideas on the product, which can be a new product or a already
existing product (Chang and Taylor, 2016).
2. Ideas Screening/Selection- The step implements the choice of the good ideas to
implement on the product to make the product better and of good quality.
10
the market. The product line management choice is to build the Samsung Washing machine,
which has steam with less ironing and the machine will be operated through an application in the
mobile phone. The operation will be done from the mobile phone, and there will be techniques of
switching it on and off from the mobile phone. The lifecycle stages of the product can be
managed by the following processes, they are as follows:
Gaining clearance on the marketing strategy that will be implemented to sell this product:
The organization always should opt for an integrated strategy which will identify the product
portfolio. The integrated strategy will helps in selling their products and smooth manufacturing.
Evaluating the processes that will be applied according to the resources available: The
production mix is necessary, along with the company collaboration and cross functional review.
The production and manufacturing should be done by applying robust Sales and Operations
Planning(S&OP).
Recommendations
The first process will help in improving the manufacturing and understanding the
requirements and customer needs to develop the products. This plan will help in
understanding the capability of the product and aligning it to the plan.
The second option will helps in collaborating and connecting the various departments of
sales, marketing and manufacturing.
5. Choosing one product line management choice:
An explanation of each of the processes applied for new product development.
1. Generate and Collect Ideas- The idea generation is the synchronised search done for
implementing new ideas on the product, which can be a new product or a already
existing product (Chang and Taylor, 2016).
2. Ideas Screening/Selection- The step implements the choice of the good ideas to
implement on the product to make the product better and of good quality.
10
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3. Concept Development and Testing- the product concept must be developed to make
the product more valuable. The concept development and testing should be done
according to the customer needs.
4. Marketing Strategy - The market strategy development must be done according to
target market to increase the value proposition of the product, determining the sales
and profit goals by the company.
5. Business Analysis- the analysis involves the reviewing of the resources available,
sales, costs and making profit of the company operations.
6. Product Development- after analysing all the factors, new product will be
developed. The product must be developed by making prototypes, so that there is less
mistakes in the actual file.
7. Testing- the proposed plan is tested in the real market settings, and according to that
the targeting, positioning, advertising, and distributions are done.
8. Commercialization- the commercialisation deals with the actual launch of the
product
An explanation of how each stage of the processes was applied and the techniques
and methods used.
The new product developments of the Samsung Washing machine will be done according to the
processes are as follows:
Generate and Collect Ideas- the ideas generated for the development of the product is
improving the feature of washing machine, which will emit less steam and less ironing.
The machine will be operated from a mobile application, and it can be switch off and
switch on by the use of the application of the mobile phone (Barrales-Molina and
Gutiérrez-Gutiérrez, 2018).
Ideas Screening/Selection- The appropriate selection can be done according to the
customer needs, the new idea for the washing machine has been generated to cater to the
demands the customers and match with the technological advanced customers.
Concept Development and Testing- the concept development and testing can be done
by Brainstorming among the stakeholders or it can also involve employees. The
11
the product more valuable. The concept development and testing should be done
according to the customer needs.
4. Marketing Strategy - The market strategy development must be done according to
target market to increase the value proposition of the product, determining the sales
and profit goals by the company.
5. Business Analysis- the analysis involves the reviewing of the resources available,
sales, costs and making profit of the company operations.
6. Product Development- after analysing all the factors, new product will be
developed. The product must be developed by making prototypes, so that there is less
mistakes in the actual file.
7. Testing- the proposed plan is tested in the real market settings, and according to that
the targeting, positioning, advertising, and distributions are done.
8. Commercialization- the commercialisation deals with the actual launch of the
product
An explanation of how each stage of the processes was applied and the techniques
and methods used.
The new product developments of the Samsung Washing machine will be done according to the
processes are as follows:
Generate and Collect Ideas- the ideas generated for the development of the product is
improving the feature of washing machine, which will emit less steam and less ironing.
The machine will be operated from a mobile application, and it can be switch off and
switch on by the use of the application of the mobile phone (Barrales-Molina and
Gutiérrez-Gutiérrez, 2018).
Ideas Screening/Selection- The appropriate selection can be done according to the
customer needs, the new idea for the washing machine has been generated to cater to the
demands the customers and match with the technological advanced customers.
Concept Development and Testing- the concept development and testing can be done
by Brainstorming among the stakeholders or it can also involve employees. The
11

brainstorming will help in getting new ideas from various individuals and there will be
availability of more ideas which can improve the products.
Marketing Strategy- The marketing strategy generally applied by Samsung involves
mix strategies, which are mix pricing strategies like skimming price, which can cater to
the customers of all levels. The skimming price strategy will enhance customer
experience, along with that advertising and distribution strategy by social media sites and
through their websites will help them attract maximum customers.
Business Analysis- The business analysis must be done to understand the effectiveness
of all the strategies that will be implemented to sell the product. Samsung should make
the prototypes before launching new products.
Product Development – The product development should be done according to the
target customer, the place they will sell the products. Therefore, product development
will be done according to the market segmentation, targeting and positioning of the
product. After this steps comes the testing which must be done before commercializing
the products.
12
availability of more ideas which can improve the products.
Marketing Strategy- The marketing strategy generally applied by Samsung involves
mix strategies, which are mix pricing strategies like skimming price, which can cater to
the customers of all levels. The skimming price strategy will enhance customer
experience, along with that advertising and distribution strategy by social media sites and
through their websites will help them attract maximum customers.
Business Analysis- The business analysis must be done to understand the effectiveness
of all the strategies that will be implemented to sell the product. Samsung should make
the prototypes before launching new products.
Product Development – The product development should be done according to the
target customer, the place they will sell the products. Therefore, product development
will be done according to the market segmentation, targeting and positioning of the
product. After this steps comes the testing which must be done before commercializing
the products.
12
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