Samsung's Product & Service Development: Market Strategy Analysis

This report provides an analysis of Samsung's product and service development strategies, covering processes for improvement, levels of user integration, and application of these processes within the business context. It assesses product life cycle stages within Samsung's portfolio, evaluates product line management choices, and designs a product pitch considering market testing, product launch, and distribution. The report also includes a reflective statement on team working, creative development, and presentation, concluding with key findings and recommendations. Desklib offers a variety of solved assignments and study tools for students.

Product and Service
Development

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Processes included in improvement of goods and services and levels of users integration -
.....................................................................................................................................................3
P2 Application of above processes in improving of new goods within the business context-
.....................................................................................................................................................4
TASK 2...........................................................................................................................................6
P3 Assessment of product or service life cycle stages within portfolio of selected company....6
P4 Evaluation of appropriate product line management choice for chosen product or
service of organisation...............................................................................................................7
TASK 3............................................................................................................................................8
P5 Design and pitch a product or service taking into account market testing,
product/service launch and distribution..................................................................................8
Positioning..................................................................................................................................9
TASK 4............................................................................................................................................9
P6 Complete a reflective statement that critically reflects on team working, creative
development and presentation..................................................................................................9
CONCLUSION..............................................................................................................................11
REFRENCES.................................................................................................................................12

INTRODUCTION
Developing product is the procedure of operating on a new thought or concept improved by
company to sustain in long run and expand their business by bringing innovation in marketplace
as per the need of customers (Granato and et.,al., 2020). Firm produces goods and services to
foster their business and transform various opportunities in today's competitive and globalized
economic environment. The following report is based on a company named Samsung which has
well known image in the global market, its headquarter is in Seoul, south Korea. The respective
company was founded in 1938 it is well known for the mobile phones and electronic devices.
The following report is going to cover the process included in the development of goods and
services along with the life cycle stage of the product. This report also evaluates the various
product line management choices for individual product and services. After this, a pitch has been
designed for the product by keeping in mind about the market testing, launching and distributing.
MAIN BODY
TASK 1
P1 Processes included in improvement of goods and services and flat of users integrating -
Competition has been increases day by day within the economy because of new
technologies and by providing unique product in the market. So it is very crucial for the existing
organisation to stay updated with growing goods for being achievable in long term. Nowadays,
lot of goods introduced in the market with free entry but only least of them attain success and
reach to desired users. So, Samsung have come in the market with a new idea of washing
machines that have a quick dryer and tumble dry innovative feature (Marion and Fixson, 2021).
This idea simplifies the life of those people who live the bachelor’s life or go to offices. In
regards to successful establish new goods in market, selected company can utilize following
primary stages of improving goods which are listed in below-
 Idea creation - determination of good thought to establish a brand-new good and
services in the market can be determined through analyzing different options. This is
being considered as the initial steps of developing the goods in the market. Management
can get diverse content for their product from company workers because they directly
communicate with the consumers and know more about the productions operations. They

interact with the buyers on regular basis that assist them in determining the needs of
development.
Inner beginning - it is done by the R&D department of the firm by doing proper market
research which includes what the user actually wants. Whereas, purchaser and provider are
being considered as the external sources that select the company by providing buyers value
as well as apportion appropriate sources for goods making (Sano., and et.,al., 2020). Hence,
Samsung, can take internal sourcing services in order to facilitate the development of new
product and launch effectively in the market.
 Idea screening - it is the second step of filtering thoughts from different ones. It
assist the Samsung company to understands which goods and services will finally turns
up to profitable goods for company. Thus the areas which are established must be
screened totally. Best goods choice must be selected by the company.
 Conception development and examination – this phase comprises of development of
new idea in product concept. This stage provide detailed analysis related to product like
what exactly goods have, purpose behind establishing goods as well as the target users.
In addition to this, the development of the product is taken on the basis whether the idea
become successfully execute in the market or not.
Market scheme - Samsung widely determine all market trends and run the business
appropriately by doing the proper market research (Wehrle and et. al., 2021). After determining
all cultural trends, the respective company make or improve their market policy on the basis of
research conducted by them and the strategies used by their rivals in surrounding . Policies must
be easy and converse at all horizontal of business, so workers are capable to analyse that.
Samsung's marketing mix analyses brand and product serving too. These factors must be seen as
one unit and should endorse all together. Samsung products are developed under 6 major global
decision and in it has 53 manufacturing services. These goods are separated in division. They
pricing strategy which is used by Samsung can justify the combination of the different pricing
policy just as price skimming, competitive pricing any others. on the basis of product range, time
of launching and the climate of the outside market. Samsung is active through various channels
in the market just as sales and service dealers, modern retail and suppliers. Company promotes
products through newspaper, digital media and any others. Business has raised its income by
good ratio. Samsung subsidiaries are as Samsung electronics, Samsung SDs. Industry consist

maximum 80 business. The company markets its various colours packaging that can be
completely found on store themselves.
Business and commercial enterprise analysis - Samsung can analyse and measure all
components that are link to the enterprise surroundings and business. New goods improvement
is done on the basis of analysing the respective users requirements and their preferences.
Buyers integration is an essential factor that deals with managing a powerful relation with
buyers is industry by resolving their regular issues link to goods utilisation with buyer and
many others. The content reduces the utilisation of manual lobar replacement it with
application or package that can simply work on users queries. Samsung has constantly
reminded the largest brand in the smartphone industry as well as electronic market. To grow its
customer base and influence more and more new buyers, the company invests in marketing as
well as research and development. Product quality is at the base of demands in high competitive
industry situation. The company has always strived to give its customers with the best in class
goods. This is why brand is well recognised and reliable brands of electronics and cell phones.
They also leverages the ability of marketing to raise its sales and popularity level in global areas.
P2 Request of above processes in rising of new goods within the business context-
There are different methods of product alternation, but before establishing a new goods
chosen business must have to keep in mind that they have to take proper action to establish
goods in market. A business launching a new goods in industry includes different new aspects
as per the marketplace trends and users demand (Moreira, Ferreira and Silva, 2020). In context
to the Samsung the firm can select from various procedure to introduces their dryer and tumbler
washing machine. The procedure are discussed below: -
Primary concept - it is the common pace for new goods improvement. Samsung have
conducted appropriate events to introduce new ideas regarding goods. The management of
Samsung wants to establish new washing machine to fulfil the buyers needs and retain them by
giving best quality goods (Mahapatra and Bharti, 2019). By establishing new goods, Samsung
can grows market shares and it serves business to earn more profits as well.
Product design and development - it is very crucial step of new goods improvement
process. company have divided to system newly introduce washing machine and company
tumbler dryer. Structure must have all those factors that are evaluated in industry research
procedure. In this level new goods with having all qualities in are requested by buyers .

Different structure should be following by the company in procedure of improving washing
machine and tumbler dryer.
Construct processing and experiment - when new goods is improving them
experiment areas its areas are accurate an d ensures that machines and dryers have all
qualities and factor that are able to satisfy all needs of buyers. Checking procedure take places
as per the capability of satisfying all needs of buyers. Samsung provides their technical areas
to test goods development hugely.
Proof of new goods - in this procedure Samsung validate new washing machine
against all requirements and requests of buyers that are determined in initial stages. After
analysing of goods development ensures that goods is ready to launch in the respective
marketplace by business. Before launching goods company check the product as how it will
work for consumes. They check that do offer satisfy customer needs along with that they check
do product will give good response to company profitability. Samsung has the instruments to
check the durability of the goods along with that they also get a surety of customer safety while
using product. The check and test every single thing that is link with the consumer safety and
product strength. They use the quality things in manufacturing goods for people. They check and
test hardware, software, tools or raw material quality so that they can provide better and
innovative goods to public. They use IAP report and user feedbacks after experiencing good
for many times in order to develop the product as well as improve the lacking points.
Product launch in market - This level of brand-new goods improvement the goods is
at the ready to establish in the target marketplace for utilization of goods . After establishing
goods in the market segment Samsung determined that users are contented. Business launches
the goods in the particular market segment which is analyses d by it once (Lermen and et. al.,
2018). the company uses a different channel in regards to promote goods and services. The
company includes planning, executing and managing the physical flow of materials as well as
finished goods from place of production to the place of end users to satisfy buyers requirements.
The distributors of the company are presented at every region which supply goods on time. They
also use online channels like amazon, flip-kart and others. The other channels are retailers,
wholesalers etc.
Modification and development - after establishing the goods in industry Samsung
management section have to ensure that users are contented with several goods and their

offers. The business gathers users responses to understands regarding their quality responses.
Individual business constantly raises the goods and develops its quality they business can
alter their goods as per the needs of users.
TASK 2
P3 Appraisal of product or service life cycle phase within portfolio of chosen company
Product life cycle is a crucial concept in merchandising of a product or service. It opens
up of diverse stages a product goes through till it is accessible in stores of structure. With the
help of PLC the firm can divide their product in several stages that assist the higher authorities to
evaluate the existing market segment. Samsung must have to ensure the development of their
new product that allow them to assure the higher marker profitability.
Product portfolio -
It is a gathering of firm various goods & services that an organisation offer into the
market and take good decisions for up coming. The company produces a different kinds of
goods such as, LCD and LED panels, mobile phones, memory chips and NAND flash, solid state
drives, television and many others. In relation to the Samsung life plan of a good is resolute by
different stages that considers of prime steps listed in below:
Introduction - it is the first stage of product life cycle within which the product which is
designed by the company is introduced by the firm in the market. At this stage the management
team of the Samsung company begins with advertising in the market to attract new base of
customers in the market. In this entire focus has been paid on the branding as well as marketing
of the product (Thapa, Tripathi and Jeong, 2019). The Tumble dryer & quick dry washing
machines fall under the introductory stage. In the initial phase this item can have lower purchase
intention the firm at this level practices to reach market audience as well as they try to develop
their target market. They have to pay attention on adverting and marketing campaigns.
Competitive pricing approaches can be used by the firm, this approach can be very advantageous
for them as it is very simple to implement
Growth - it is the second stage of the product life cycle, as its major intention in income
of wealth with high range ratio. Once the market responded as well as importance of retailer
grows, then the revenues are progressively increasing at this point. So in order to attract the
plenty of customers then it is essential for the firm to paid focus on the advertising and

promotion. The Mobile phones of Samsung are one of the most popular electronic category
among the customers. The mobile phones are available in various categories and in different
price range. This product are fall in the growth stage because of the price range varieties. This
helps in developing competitive benefits. This includes penetration prices, intensive distribution
and reduce sales.
Maturity stage – this is being considered as that face of the product life cycle where
revenues are reached at their stride. In this, focus has been paid by the Samsung company in
improving the customers experience so that customer base can be maintained. Online advertising
assist in promoting the brand that comprises of specific product enhancements, deep discounts
and many more. The LCD and LED panels of Samsung fall under this stage as it has been
identified that retailer experiment with cheap costs in terms of competitiveness. The products are
also provided by the company in their physical outlets, making continent for the households.
Declining stage – this stage comprises of those product whose values are declining in the
market. This is being considered as that time where product are continuously used by the
consumers and they started getting bored by using good so, they stop using product. The laptops
in which the Samsung company deals fall under this category. It is very crucial for the company
to innovate their laptop with new features so that customers can attract towards their product and
make the purchase. But after implementing different types of tactics the firm the product doesn’t
increases.
Product Name Life Cycle Stage
Tumble dryer & quick
dry washing machines
Introduction Stage
Mobile phones Growth Stage
LCD and LED panels Maturity Stage
Laptops Declining Stage
P4 Appraisal of suitable product line management superior for chosen creation or service
of structure
Under the present circumstances, the use of a washing machine proves to be crucial in terms of
cleanliness, time savings, and washing of bulky outfits with quick-drying capabilities. As, the

products distribution require the right choice so, in this regard business owners have excellent
choices regarding innovations that can help the merchandise to make a massive success (Miranda
and et. al.,2019). This, also focuses on clothes dryers that assist in drying the dresses in bulk in a
short amount of time. It has been seen products sales are decreases due to the absence of
innovation.
The harmful error in the product is another reason for sales decline along with the low
capacity of the washer and tumble dryer to store bulky laundry. It is significant to develop proper
strategies to improve technology, introduce products to increase sales, and meet the new
demands of corporate customers. Innovative products provide the different key features which
helps to attract a new customer base, and innovation is also seen as driving new Samsung
products. In addition, it is crucial for management to always be aware for the dynamic conditions
to easily gain a competitive advantage. The washing machine's rotary dryer and quick-dryer
facility dry the bulky clothes with proper water consumption during the washing process.
Samsung managers are advised to bring innovation in tumble dryer. This is because most people
use a quick dryer, which saves energy and time. In addition, the change in the tumble dryer will
allow the respective firm in attracting customers and increase sales. The re-innovation that
Samsung can do is a heat pump dryer (Hendler, 2018) .
In addition, due to high market competition and declining sales of washing machines,
innovations in quick-drying washing machines are being proposed. The company's senior
authorities have decided to introduce an AI washing machine that uses the latest technology. The
washing machine is operated via a mobile application and consumes less energy.
Different types advantages as well as challenges has been experience by the Samsung
company while introducing the new product in the market from which some of them discussed
below: -
Advantages: -
 The firm management can target the new market segment.
 Market share of the Samsung has been increased.
 Revenue of the firm has been increased.
Challenges: -
 Managing cost of the product.
 Product market viability.

 Project engineering issues.
TASK 3
P5 Designing and pitch a product or company taking into account market testing,
creation/service set up and system.
In the report, a Tumbler dryer is introduced which is associated with a business plan that
matches a brand-new product in terms of affordability. These associate businesses to create
sections of products which give value to consumers and improve their basic requirement. This
develops common ways in which management development takes place through numerous
marketing approaches or policies.
Some example of the Samsung product portfolio is LCD, LED panels, mobile phones,
memory chips, NAND flash, solid-state drives, televisions, laptops.
The idea of tumble dryer is generated by analysing the need of peoples in order to remove
moisture as fast as possible form the bundle of cloths. The Tumble dryer basically circulate the
freshly washed cloths in hot dry air in a larger drum in comparison to washing machine and dry
the cloths evenly and reduce the creases. This assist the individuals that they have to less iron the
cloths, which result in saving their time.
Online market testing: the online market strategy is being considered as one of the most
important statistical strategies within the workplace to launch the product by paying focus on the
different number of components of customer experience (Da Silva, Kaminski and Armellini,
2020). This also assist in the pre product launch in relation of marketing as the online
management of business. If the market test is not done by the Samsung company properly for
their respective new products, then this may hit their revenue as well as profits.
Product Launch: -
The Samsun company is going to bring new product name as AI washing machine which
easily operate through mobile application. This innovation not only assist in attracting large base
of customers but also helps in increasing their sales as well as profits in the marketplace.
Marketplace possibility for the projected ware: - the new product which will bring by the
respective company helps them in increasing their customer and profits and make them
competitive in the market. As the machine will be operated through mobile application so, the

user no need to stand physically near to the machine. This is bring considered as effective
marketing opportunity for firm in order to attract large base of customer and gain profits.
Marketing mix:
 Product: - AI washing machines are going to be launch by the Samsung company which
can easily operate through the mobile application. This fully automated machine
consumes less energy and environmentally friendly.
 Price: - Low pricing strategy is opted by the respective company for setting up the price
and launch the nee product. This may result in attracting the customer and increase the
sales (Ganji, Shah and Coutroubis, 2018).
 Place: - first this product is launch by the Samsung company in the market of South
Korea and after this in the market of Asia.
 Promotion: - Digital social media platform like Facebook, Twitter, YouTube and many
more utilize by the Samsung. With the help of this, they can easily reach to the customers
in less time which result in increase in sales as well as customer base.
Distribution: -
STP on Samsung company
Segmentation: -
The Samsung company basically segment their market on the basis of common components. In
relation to the Washing Machine and the Tumbler dryer, the firm segment their market on the
basis of geographic and demographic segmentation. In geographic, focus has been paid by the
company on the tier one and competitor two cities etc. and in sociology, firm focus on the middle
to premium class people.
Targeting
The firm is going to target medium to premium class who are conscious about the
environment as well as electric use and ready to purchase the product. The users who want all
benefits related to the dry cleaning; this product is made for them.
Positioning
Focus has been paid by the company on technological advancement for this particular product
segment. They positioned themselves in the market as a user-friendly product. The energy saving
element make them different from others (Dost and et., al., 2019).

Different types of distributing channels can be used by the Samsung in the market in
order to distribute the Tumble dryer. The possible distribution channel which can be used by the
respective company management in order to distribute the product in the market are: -
 Samsung can sell the Tumble dryer directly to the consumers.
 Manufacturer can sell the product to retailer and then retailer to customer.
 Manufacturer can sell the product to wholesaler who sell to the retailer then sells to the
consumers.
TASK 4
P6 Accomplished a reflective statement that critically indicate on team on the job, creative
improvement and proposal.
Contribution in the assignment and my pitch
A task of developing the action plan for the presentation has been given to me. Different types
of info related to the Samsung has been collected by me and me and my team member try to
understand the strategy of the firm. It has been identified by me that that last part of the
presentation is comprises of marketing plan. Cost, sale, market area and profits were pitched by
me. After this, steps to monitor and implementation of the marketing plan has presented by me.
In the end the suggestion to enhance the marketing efforts has also address by me. With the help
of my teammates, I am able to design the action plan for the Samsung by utilizing the time
management skills. I presented the pitch, which incorporate finances which assist in attaining the
business objectives.
Team working
The team functioned successfully as each and every team member are accountable for their task
and complete the task within the set time limit. Every team member must have to communicate
as well as collaborate with each other’s and make sure that the presentation was completed
within the give time.
Ways in which team conducted necessary activities
The presentation has been prepared by the one of the team members the other one is
responsible for completing the specific task. Tasks has been divided according to the capabilities
and each and every team member are responsible to participate in the presentation and give their
opinion.

Interaction level between the teammates
Team members effectively interact with each other and discuss about the report progress and
give their opinion. The decision has been made after taking all the team members opinion. This
result in developing the closely connected team.
Dysfunctionality within the team
Coordination within the group is done properly but sometimes, conflicts has been raised. This
not only result in miscommunication but also lead to the disputes. It is very important to
eliminate the problem of miscommunication by established effective communication channel.
This result in progress of each team members.
Quality of presentation
The presentation which is designed is excellent and contained authentic info about the task. The
presentation was visually attractive and suits to eye. Along with this the presentation was
structured in proper manner and contained relevant data and attractive images which further
improves the presentation quality.
CONCLUSION
From the above report it has been concluded that there are different phases of developing the
goods and services. In order to promote or launch new and innovative product in the market, the

phases of product development life cycle have been adopted by the firm. This report also
concluded the after launch of the product, pitch testing by the manager with the customers. This
report also concluded the pitch for the launch of new product along with the distribution of the
goods to the particular segment of the market. This requires the proper supply chain management
which develop the willingness to purchase the product.

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