Samsung Electronics: Success by Design


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Case Details:

Case Code : BSTR228
Case Length : 16 Pages
Period : 1993-2006
Organization : Samsung
Pub Date : 2006
Teaching Note :Not Available
Countries : Worldwide
Themes: Differentiation Strategies | Innovation
Industry : Consumer Electronics

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

Samsung's Design Successes

Samsung had a string of design successes in the 2000s. For example, the Syncmaster series of LCD monitors was lauded for its simple design and went on to win several awards.

In the 2000s, LCD TVs and Plasma TVs were gaining in popularity, while the popularity of the much bulkier projection TVs was waning.

Therefore, Samsung's design team started work on developing a slim projection TV based on digital light processing (DLP) technology. The result was the highly acclaimed HLP series of DLP TVs, which had the processing engine standing upright and functioning as a pedestal base...

Criticism

Some critics commented that even if Samsung's design capabilities had improved greatly, the company still lacked a coherent design. "Samsung has improved, but I don't see an identity in their design that really speaks to consumers,"said Jim Wicks, vice-president (in charge of designing cell phones), Motorola Inc. According to some other critics, the company still did not have the design culture of Apple Computer Corp., or the breadth and depth in design that Sony possessed...

Outlook

In September 2006, Samsung unveiled the Syncmaster 971P, an LCD monitor. The product was unique in the sense that it had a geometric shaped stand, unlike conventional LCD monitors (See Exhibit XI for a photograph of the Syncmaster 971P). The company claimed that the S-Shaped stand gave the monitor additional stability...

Exhibits

Exhibit I: Samsung Group of Companies
Exhibit II: Samsung's Design Approach
Exhibit III: The Samsung Wordmark
Exhibit IV: Samsung DLP TV
Exhibit V: Idea Winners between 2001 and 2005
Exhibit VI: Design Awards
Exhibit VII: Convergence Products
Exhibit VIII: The World's Largest Plasma TV
Exhibit IX: Improving Design Skills in the Electronics Industry
Exhibit X: Worldwide Sales (Revenue Percentage)
Exhibit XI: The Syncmaster 971p
Exhibit XII: Samsung's Income Statement

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