Samsung Case Study

Samsung is one of the largest smartphone manufacturers in the world, in the first three months of 2013 they retained 95% share of all profits in the global Android smartphone market (Kelion 2013, 3). However, recently a South Korean investment firm has cut earnings forecasts for the tech giant Samsung, followed by JP Morgan and Goldman Sachs over fears Samsung sale of smartphones will not meet expectations (Kelion 2013, 1). Samsung after dominating this market now must analyze how they will retain that large market control and stay on the cutting edge of technology to avoid the mistakes that lead to the fall of other behemoth tech companies like Kodak or Nokia. For Samsung to stay on top of the smartphone market they should employ an integrative device strategy with their consumer electronics division where they have built-in computer features for specific devices that can interact with their smartphones. This would allow Samsung to understand how consumers use their electronic products and then tailor their smartphones to meet the demands of consumers. The integration would also allow Samsung to dictate the next big change in the smartphone market through industry and continue to deliver the cutting edge technology consumers demand.

In Samsung’s consumer electronics division one of their strengths is that they offer a wide ranging group of products including displays, digital appliances, printing solutions and health and medical equipment. They also happen to have a huge share of all profits in the global Android Smartphone market. However, according to articles it seems that they have lost focus on making sure their products provide an actual service and instead have focused on being the biggest, strangest or most features laden on the market (Kelion 2, 2013).

For Samsung to retain their large market share in the smartphone industry they should integrate their smartphones with specific products in their consumer electronics division to help them further understand how consumers use their smartphones. For instance, Samsung could give consumers with a Samsung TV and a Samsung smartphone the ability to integrate the products and control the TV with the smartphone just like a remote. With these features Samsung would be able to monitor how consumers interact with their televisions and smartphones. This is important in the constantly changing smartphone industry because companies must be able to see the next change coming in the industry to stay ahead. For example, Many Android phones are beginning to offer phone apps like Netflix where consumers can watch shows directly on their smartphones (Cawley 1, 2013). By integrating TV and Smartphones devices, Samsung would be able to use research data to discover where the consumer trend is headed for TV consumption.

Samsung can use data analytics or research data to find out how that many people are using their Smartphones to integrate with their television sets to control