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Marketing and Samsung

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Marketing and Samsung
Executive Brief for Samsung

To: Lee Kim Hee, President From:
Re: Strategic Growth Plan Date:

Executive Summary
Samsung’s goal is to maintain the market leadership and keep increasing the market shares in the world wide market. Development in people, systems, technologies, and facilities with a long term goal. Samsung aims to provide high quality products with a cost-efficient price that builds up the brand image and reputation. The main issue is how to develop Samsung’s own operating systems to substitute the use of the Android system in the future. Two key recommendations are: 1) funding a technological team which targets on the new system’s research, invention and testing; 2) prioritize the product line based on the profits contribution and the market share of the product. Cutting the worst one, and then using the saving capital to support the new technology development.
Opportunities to Create Value through Developing Samsung Operating System
|Strategic Area: |Opportunities to Create Value: |Challenges to Create Value: |
|Decision Sciences: |A good operating system can build up brand loyalty |Huge Initial investment. |
|Why Need Samsung’s Own Operating |customers (like iOS for Apple). |Profits and costs are estimated, are not |
|System |Core technology relying on other companies not a |accurately calculated |
| |long-term strategy. |Technology development to maturity needs a long |
| |Own operating system can better fulfill upgrading |time. |
| |needs. |
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