The above article discusses the strategies that the Samsung Company uses to market its various products in the local and international markets. The authors note that the Samsung Company boasts of a strong vertical integration in its industrial organization. From a single location, the company controls its designing, manufacturing, distribution, and marketing process for its products via the consumer-focused innovation team. As a result, it is easy for the company to create marketing strategies and products that are unique to different markets (Wedell-Wedellsborg and Miller par. 3).
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To successfully execute the consumer centricity strategy, the authors note that the Samsung Company is very proactive in negotiating the expectations of potential customers. The management of the company has focused on increasing its presence across the world. The team has been keen to ensure that the decisions made by the company do not impact the community negatively, since the company seeks to build a strong relationship with the customers. Further, the management actively responds to customer needs and expectations across the world. These expectations are incorporated during product development and in the supply chain. This strategy has significantly improved the customer loyalty and competitive advantage of the company (Wedell-Wedellsborg and Miller par. 5).
Among other issues identified by the authors as responsible for the success of the Samsung Company is getting its innovations in the market include continuous policies aimed at building trust with ideas considered as low-risk. Besides, the company has developed a system for tracking and balancing the portfolio options. The company has an elaborate formula for managing the evaluation methodology choice to remain relevant in the market (Wedell-Wedellsborg and Miller par. 6).
The authors conclude that the Samsung Company has been in the frontline in addressing customers’ concerns through public apologies, improvement of previous versions, and the creation of its app. For instance, unlike the Galaxy S2 model, the company created the EasyPhoneSync application in the Galaxy S3 model. This application addressed the concerns of customers on the compatibility in importing data from non-Samsung mobile phones. The proactive research and innovation team has made sure that the company’s phones are among the best in the market (Wedell-Wedellsborg and Miller par. 7).
Reaction to the article
A quality integration management system performs optimally via the integration of appropriate scientific methods and techniques, as is the case with the Samsung Company. To enrich artistic managerial talents, I opine that scientific techniques come in handy to not only magnify the margins of success but also to ensure a smooth transition of ideas or events after another. Besides, to avoid an imminent failure, I agree with the authors that it is vital for the integrated management system for the Samsung Company to focus on innovation and consumer centricity strategies.
From the discussion in the article, it is apparent that the Samsung Company has adopted the strategies of product proliferation, corporate culture, foresight, and product development to not only achieves the goal of internationalization but also to maintain its competitiveness in the international PC market.
I concur with the authors that foresight is very crucial since it gives a company a rough perspective and an overview of the future concerning the expected and unexpected changes and challenges. Therefore, the Samsung Company had to carefully examine and evaluate their past endeavor to adopt relevant technology that would be applicable for future challenges and responsibilities in the improved Galaxy series.
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Wedell-Wedellsborg, Thomas, and P. Miller. How Samsung Gets Innovations to Market. 2014. Web.