Samsung School

Samsung School is a total education solution designed to delight students and teachers alike with its innovative teaching and learning tools. The innovative Samsung School solution helps teachers engage students in the learning experience and provides classroom management at heightened levels of efficiency and performance. It integrates Samsung mobile devices such as Samsung GALAXY Note 10.1 and GALAXY Tab 3 10.1 with interactive learning tools, to offer more flexibility in storing, managing, and sharing educational content and student information. Student Device Control

Teachers can better maintain students’ attention by controlling the screens on student devices and preventing students from accessing non-class-related content using the Student Device Control feature. Teachers can activate applications and content on student devices, and can lock the screens or send a block message to prevent distractions. Screen Monitoring

Teachers can keep track of the students’ activities in the classroom and provide private coaching according to the student’s level of understanding using the Screen Monitoring feature. The feature enables teachers to remotely monitor individual student’s progress and provide individual attention more quickly in interactive ways. Lesson Toolbar

Eliminating the need to switch between the content and Samsung School, Lesson Tool Bar enables teachers to utilise various sources, including web content and educational applications, more quickly and easily. Teachers can write on any content displayed on the screen, share screens with students, and monitor and lock the screens for enhanced engagement and focus. It is very important that a company develops a coherent marketing strategy for the launch of each individual product in its portfolio. It is of equal importance that these strategies are compatible and support the firm’s overall objectives.

This case study examines how Samsung develops new high-tech products and brings them to the mass market on an international level. Although Samsung is a multi-national company with 56 world wide subsidiaries, this case study concentrates on the UK market. It discusses three very different products and how they require varying marketing methods and channels to supply three different markets. Background to Samsung

Founded in 1938 in South Korea, Samsung has grown from a modest trading company to a multi-national conglomerate with an annual turnover in 1997 of nearly $100 billion. Samsung operates in three major markets - electronics, engineering and chemicals - and employs people in more than 60 countries. The corporate philosophy is to devote its human resources and technology to the development of a global society through ever better products and services. Samsung pursues three strategies to achieve its objective of maintaining global competitiveness. Quality first

Samsung continuously strives to improve product quality, implementing numerous quality control checks. For example, workers are allowed to halt production at any time if a fault is identified. The global strength of Samsung provides flexibility – being a global organisation enables it to find the best sources of raw materials, together with the best locations in which to manufacture and assemble its products. Samsung has 26 factories across the world, therefore its global nature has also resulted in an internationally recognisable brand name.

Because Samsung operates in so many product and market areas, it combines all its expertise, technology and facilities in order to improve product development. This is known as ‘synergy’. Additionally, Samsung is a vertically integrated company, controlling all phases of the process, from raw materials through to manufacture, the retailer and the customer.

Page 2: Promotion Samsung 5 Image 4A common feature of its marketing strategy is promotion, one of the four Ps. Samsung promotes its products in a variety of ways ranging from attending the relevant trade fairs for each of its products, to providing print brochures, posters and specification sheets. Information about products is also available on Samsung’s website and via brochure lines.

Brochure lines are 0800 numbers which the public can use to find out more about specific products and at which retail outlets they are available. Samsung increases general brand awareness through corporate sponsorship, lending its support to such events as the Royal Windsor Horse Show and the Samsung Open tennis tournament. All of these methods of promotion are available to support the launch of a specific product. The marketing approach for each product may vary, however they are co-ordinated and monitored by the marcoms division, Samsung’s internal communications network.

Marcoms maintain accurate product and dealer information on a database allowing the employees of Samsung to monitor what form of promotion is available to what product and who is to be involved. Samsung has played a leading role in the development of DVD (digital video discs), the revolutionary new format which provides near studio quality picture and sound reproduction using the latest digital technology.

The data capacity of DVD is up to 26 times greater than that of a CD or CD-ROM, which means flexibility and quality can be vastly improved. Samsung has included all the most sophisticated features, but at a very keen price. As increasing numbers of electronics companies have launched DVD models, the average price has fallen consistently and was forecast to fall by 50 per cent during 1999.