Samsung Electronics is based in Seoul, South Korea and operates in 65 countries worldwide with 157,000 people working for the company. Samsung Electronics products include semiconductors, hard drives, digital displays, home electronics, mobile phones, and others. All Samsung products have the same tone when the device is turned on, so that customers can easily get used to them and this tone is mentioned when Samsung products are being advertised as well. The business strategy of Samsung Electronics presents an interesting case due to the fact that the company has an experience of pursuing both, cost leadership as well as product differentiation strategies during its lifetime. Specifically, Mitchell (2010) informs that business strategy of the company was mainly cost efficiency prior to Asian Financial Crisis of 1997, as a result of which the company came on the verge of bankruptcy, and the situation was changed with Eric Kim becoming chief marketing officer of the company, who brought dramatic changes to the strategy of the company pursuing product differentiation strategy. “Smarter Life” theme was introduced recently in Samsung that is based on the innovative approach in improving the company’s current products, and introducing new products to the market. For instance, Android-based Samsung Galaxy Player 50 is to be introduced soon, containing a range of innovative features the product is expected to change the current media players’ market condition significantly. As a part of the massive initiatives aimed at pursuing product differentiation strategy efficiently Samsung design staff has been tripled to 400 globally (Singhania, 2006), along with numerous other measures. Dramatic change in the strategy of the company has allowed Samsung Electronics to emerge as one of the main players in all of the markets the company operates in. For instance, Galaxy Tab produced by Samsung is currently considered to be the only substantial…
Sony Corporation is an international electronics and media company with headquarters in Tokyo, Japan. Employing 167,900 people worldwide the company produces audio and video products, televisions, information and communications products, semiconductors and a wide range of other electronic components (Sony Corp, 2010). The main business strategy Sony pursues is product differentiation. “Sony has always distinguished itself from competitors by claiming to give better products worldwide…thus Sony is able to charge a premium price in its market” (Vashisht, 2005, p.99). The main parameters of product differentiation are specified by Vashisht as features, technological advancements, and quality. Accordingly, Sony enjoys a high level of customer loyalty among some people who use and appreciate advanced technology products and devices due to the fact that products offered by Sony always stand out because of their quality, extra features and design. Most of the Sony products are among the popular in their relevant markets, and sell for premium prices due to their numerous advantages. For instance, in game console market PlayStation launched in 1994 effectively competed with Nintendo 64 that used to be a market leader even though PlayStation was offered in considerably higher prices. PlayStation 2 and PlayStation 3 that followed in later years were equally successful for above reasons. Similarly, VIAO branded laptops and Bravia television sets were hugely successful in their respective computer and television markets despite being offered in much higer prices compared to most other brands. All these indicate to the fact that Sony Corporation is successfully undertaking its product differentiation strategy by offering high quality products for premium prices. References Sony Corporation, Hoover’s Profiles, Available at: http://www.hoovers.com/company/Sony_Corporation/crxxhi-1.html, Accessed January 3, 2011 Vashisht, K, 2005, A Practical Approach to Marketing Management,
Background study of the case (abstract) The formulation of a winning modern strategy and its effective implementation can result in success for profit oriented businesses, non-profit organizations and even political parties alike. The clear proof is the success of British labour party in general elections of 1997 after long years being out of power due to “old way thinking”, non-innovative approach and conflicts of interests within the party itself. All of these were changed once the future youngest prime minister since 1812 Tony Blair became the leader of the party in 1994. With the appointment of the young party leader many things changed within the party. One of the first things Tony Blair did as the party leader was to formulate a clear strategy and to adapt a business-like approach to lead the Labour party. He appointed competent, open-minded people in key positions, recognized and addressed the interests of all stakeholders and identified Labour party’s customer segments tasking into account unique interests of each segment group. All of these strategic decisions provided success for the Labour party. Introduction The present work aims to analyse the successful strategy which was adopted and implemented by Labour party under the leadership of Tony Blair with assistance from Tom Sawyer and other members of the team. Background of the case (abstract) provided at the beginning of the work to familiarize the reader with the topic of the case and to provide general background information in brief which was followed by introduction to the work. Analysis of the case is also undertaken in more detail to review key strategic decisions made by Labour party leaders, motives behind them, barriers for their implementations and outcomes after implementing those decision. This is followed by critical view and answer to questions based on the model.. Explanation is…
Introduction Due to the forces of globalisation, increasing significance of internet in everyday life and a range of other factors the nature of the workforce is going through changes. In order to survive in today’s highly competitive marketplace companies have to deal with changes in their workforce efficiently. Specifically, companies need to devise initiatives and programs aimed to deal with the issues of the ageing the population in many developed countries the percentage of which represent their workforce, as well as their need to implement practices that eliminate the possibility of diversity in the workforce becoming a major issue within an organisation. Moreover, because of the changing patterns of employment including working from home and job sharing, companies are left with no choice but to accommodate workforce who prefer these new working patterns as well. This paper aims to analyse at what extent Apple Corporation, US multinational company producing consumer electronics, computer software and personal computers is fulfilling its need to adapt to changes in its workforce. Specifically, the paper will analyse four major changes in workforce which are ageing workforce, diversity of the workforce, flexibility of the workforce, and changes in training and development needs. Ageing Workforce Ageing workforce is one of the major problems US, European counties, Russia and a range of other countries face. Boone and Kurtz (2009) inform that by 2030 the number of Americans above the age of 65 will double and reach 72 million people, representing almost 20 per cent of US population. People who were born in the period of ‘baby boom’ after the second world war are approaching their retirement age with no enough young people to replace them in their job positions and this fact is creating problems in many levels. Management at Apple corporation totally comprehend the issues related to…
By John Dudovskiy
Category: HRM
Dutka (1995) informs that DAGMAR model stands for ‘Defining Advertising Goals for Measured Advertising Results’ and is one of the most approaches to the advertising planning process. According to DAGMAR model a potential customer goes through four steps before making a purchase: 1. Awareness 2. Comprehension 3. Conviction 4. Action References Dutka, S, 1995, “Dagmar: Defining Advertising Goals for Measured Advertising”, NTC Business Books
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