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Company Background

Discuss about the Innovation of Samsung Company TV.

Business innovation refers to the new idea of an organization to gain competitive advantages in the global market. In order to develop the product or service the business organization generates new ideas or modifies their old ideas. In the recent years, innovation is brought by the incorporation of technology in product or service development (Ehrenhard et al. 2017). Use of technology is a new way to establish an agile and efficient organization. Generation of the new idea is the main factor of innovation. During the innovation, the ideas are narrowed down through the brainstorming process. This study deals with the new innovation of Samsung TV. Therefore, the innovation process of this organization will be analyzed in this section with the support of various theories and models.

Samsung Company is a Korean Based Electronic organization. However, this organization expands its business all over the world. It has branches in US, Singapore, Australian, India and many other countries. This organization has a conglomerate structure (Samsung.com 2018). This company is considered as the most successful electronic organization in the global market. Samsung offers various types of electronic products. In the recent years, Samsung becomes popular for its television and smart phones. However, Samsung TV is popular since many years among the various countries. They focus on the development of new technologies for their television industry. The main vision of Samsung TV is to improve the viewing experience of the customers throughout the world. At the end of 2008 Samsung is declared as the World’s number one TV producer company. In the year 2018, Samsung is going to innovate a new idea in their Television industry. They want to introduce QLED TV in 2018. Their mission behind this innovation is to improve the viewing experience of the customers and to add value to the daily routine of the people through life-changing advances in connectivity. Introduction of QLED TV is a global innovation of Samsung TV in the current years (Samsung.com 2018). This product will enable Samsung to strengthen their position in the global electronics industry.

Macro environmental analysis is crucial for any business while going to introduce a new service or product (Van Wormer and Besthorn 2017). In order to carry out the environmental analysis application of PESTLE model will be helpful. QLED TV is a new innovation of Samsung TV in the global market. Among the various target countries, Singapore is one of the vital target markets of Samsung. At present Singapore, market has shown the high economic growth and today it is considered a high-income country. Hence, the current PESTLE analysis is done based on the Singapore market. Political factor focuses on the political condition of a country. In Singapore, the political risk is low, which is a big opportunity for the foreign investors to expand their business in this country. However, the living standard is better in Singapore and the political condition is stable. Such political stability will lead Samsung TV to introduce their new product in this country without facing any legal obligation. The next element of PESTLE is the economic factor.

Macro Environmental Analysis

The economic environment of Singapore highlights on the vibrant free-market economy. The economic environment is developing in Singapore and the per capita income of this country is highest in ASEAN. Therefore, the corruption-free environment of Singapore supports Samsung TV to introduce their new product in this country. In the recent years, the Government has invested to diversify the economy of Singapore (Javeed and Mukhopadhyay 2017). This economic stability will facilitate the innovation of Samsung TV in this country. Despite such facilities rising labor cost and labor shortage is the major challenges that may hamper the innovation of Samsung TV I this country.

Social factor plays an important role in influencing a product or service in a country (Glowik 2017). In Singapore, people follow high lifestyle especially the young generation like the western culture. However, the literacy rate is high in Singapore and the purchasing power of the customers is also high. This will lead Samsung TV to get a good response from the Singapore market for their new product QLED TV. On the other hand, this TV also adds values to the lifestyle of people. Technological factor focuses on the use of emerging technology in the daily life of people. Technological advancement is a big factor of the changing lifestyle of individuals. The IT infrastructure of Singapore is well developed. Hence, Samsung TV always gives their focus on technological innovation to improve their product feature. QLED TV is an example of new QLED technology, which includes a macro LED display. Hence, the emerging technology of Singapore will boost this innovation of Samsung TV in this country. 

Legal factors of Singapore highlights that the growth of electronic commerce depends on favorable legislation. In order to expand their business and to introduce their new product in Singapore market, Samsung TV needs to follow Electronic Transaction Act, Intellectual Property Right, Tax issues, Content Regulation and import-export procedures. Apart from this Environmental norms should be followed by the business organization to reduce their impact on the environment (Kuznetsova and Markova 2017). For Samsung TV it is crucial to adopt sustainability approach as well as CSR activities to develop an environmentally friendly business in Singapore.

Summary of the analysis: From the above macro-environmental analysis it has been received that the political and economic environments of Singapore are favorable for Samsung TV to introduce their new products in this market. However, rising cost of the labor and labor shortage are the two major issues that may hamper their business. On the other hand, the emerging technology and well developed IT infrastructure in Singapore will boost the innovation process of Samsung TV in this market. Moreover, it is crucial for Samsung TV to maintain the legal and environmental laws to carry out their business without any legal obstruction in this country.

Micro environmental analysis includes the internal features of an organization. In order to give shape the innovation process, it is crucial for an organization to evaluate their strength, weakness, threat, and opportunities (Glowik 2017). In the context of Samsung TV, SWOT analysis has been taken to understand the internal environment of this organization.

S-Strength

·         Operating in the market for a long time and having a great brand recognition

·         Popular for launching a new innovative product

·         Provides a lot of TV models for every price range

·         One of largest TV manufacturer in the world

W-Weakness

·         Lack of self-created operating system

·         Low profitability

·         Highly dependent on the third parties for software

O-Opportunity

·         To gain strong financial position in near future

·         Incorporation of new technology

·         The growth of television market

T-Threat

·         Strong competition from Apple and HTC

·         Threat of alternative product from Chinese and Taiwanese in the local market

Micro Environmental Analysis

Table 1: SWOT Analysis

(Source: Samsung.com 2018)

Summary of the Analysis: From the above table it has been found that Samsung TV has been operating in the global market for a long time. This creates a strong brand image of this organization. In order to get a response from the market, a strong brand image is required (Gnanakumar 2017). However, Samsung is one of the largest TV makers in the world. Therefore, they are popular for their innovative product feature. They provide the variety of TV products at different prices. This allows all classes of customers to purchase Samsung's product.  One of the major weaknesses of Samsung TV is the lack of self-created operating system. They do not have their own operating system, which hampers their business. In the recent years, Samsung has been facing low-profit margin in their television industry. This creates difficulties for this organization to innovate new product in the global market. On the other hand, Samsung is highly dependent on the third party to support the customers as they have no customer support software.

Strong brand image of an organization leads the organization to gain significant growth in the market (Keller 2017). Samsung is popular for its innovation and it has a strong brand image. Such innovative feature and strong brand image lead Samsung to gain a good financial position in the near future. Samsung TV has the opportunity to expand their market in foreign countries through their innovation. Therefore, emerging technology brings opportunity for this organization to improve their television feature as well as the customer experience. Huge completion in the global market is the major threat for Samsung TV. However, Apple and HTC are the major competitors of this organization as these companies are famous for their innovation. HTC also offers various types of televisions to the market, which is an emerging threat for Samsung TV. Apart from these China and Taiwanese offers alternative products in the local markets, this creates a threat for Samsung while going to introduce an innovative product.

In order to understand the internal organization Mckinsey 7s model is applied by the various business organizations. To bring innovation in an organization it is crucial to organize the internal resources in an organization (Shaqrah 2018). There are seven elements in Mckinsey model. The first element is the strategy. In order to generate a new idea or to improve the business adoption of the new strategy is crucial. The second element is the structure of the business or organization. For an organization, it is crucial to develop a proper structure to share the information properly. Next is the system of an organization, which reveals the daily business activities of an organization. Skill focuses on the ability of the employees in a firm to cope with the new changes in an organization. Therefore, staff refers to the number of employees in an organization. Style focuses on the management structure of an organization. Finally shared value is the last element of this model, which highlights the employee behavior and action of the organization to meet their business goal.

In the context of Samsung TV, the major three elements of Mckinsey model are considered to understand their role in increasing the effectiveness of the organization. Strategy, Structure, and System are the major three components that leave a great impact on the new innovation of Samsung TV. In order to bring innovation, Samsung replicates the innovation process of their market leader. Samsung TV has taken scanning and utilizing strategy to improve their product feature. As commented by Faturrohman et al. (2018), scanning refers to the market analysis, which is important to understand the competitor’s position and the current market demand. Such strategy will help Samsung to understand the market demand for their new QLED TV. The organizational structure of Samsung is divisional. This organization is categorized into three divisions based on their product category. The divisions include Device Solution, Consumer Electronics and IT and Mobile Communication. Samsung TV is categorized under the Consumer Electronic. Each division is managed and organized properly based on the product feature. Such well-organized structure of this organization is beneficial to introduce a new product in the market. For example, QLED TV of Samsung will be managed properly based on its characteristics as it will be taken under a specific division of Samsung.  Samsung has developed its operating system based on the long-term growth prospect.  They have recruitment system, customer relationship management system, business intelligence system, knowledge management system and orientation system (Samsung.com 2018). They follow regular evaluation to find out the opportunities to bring improvement in their system. Hence, the knowledge management system of Samsung will be helpful to develop their new product QLED TV as innovation needs more knowledge and more idea.

According to Werner et al. (2018), establishment of an innovative culture is required to give shape an innovation. Samsung has developed an innovative culture in their organization to develop the features of television. First, they have carried out a vast market analysis to understand the current demand of the market. At present people prefer LED monitor instead of LCD. Based on this concept Samsung has decided to launch QLED TV. The modern customers and especially the young generation prefer good viewing experience while watching TV. By analyzing this demand Samsung wants to improve the viewing experience of the customers by introducing QLED TV.

Various factors are associated with the innovation in Samsung Company. As asserted by Kim et al. (2018), market competition and customer demand are one of the major factors of innovation. As criticized by Amis (2018), if the organization fails to identify the current market demand then it is difficult for them to gain competitive advantages through innovation. In the context of Samsung, they are going to innovate their new product QLED TV in the global market. They aim to meet the current demand of the customers and to gain competitive advantages through this innovation. However, QLED TV is made with a micro-LED display and the wall of the TV has a super slim bezel. Such latest TV will meet the market demand and help Samsung to get a good position in the global electronics industry.

Availability of the resources also influences the innovation process. As criticized by García-Sánchez et al. (2018), lack proper resources hamper the innovation process. Samsung has many skilled labors that lead this organization to bring innovation in their television department. Technology is another factor of innovation. As mentioned by Brunswicker and Chesbrough (2018), without incorporating the technology innovation is not possible. As argued by Gnanakuma (2017), if the employees of an organization do not access the technology properly then it will hamper the innovation process. Samsung has utilized the technology in their product development. Introduction of QLED TV is an example of new technology in Samsung Company. Next proper management and leadership play an important role in creating innovation in an organization. Samsung has an effective strategic management and they follow transformational leadership style, which facilitates their innovation process.

From the external environmental analysis, it has been found that high labor cost and lack of skilled labors are the major challenges of Samsung. In order to deal with these issues, Samsung needs to provide training to their employees to improve their skill. It is a short-term initiative for this organization, which facilitates their innovation process. On the other hand, Samsung has no own operating system. Thus, implementation of their own operating system will be helpful to enhance the customer experience. Apart from this, they need to offer a unique product in order to deal with the threat of alternative product, which is driven by the competitors. Therefore, integration of the innovation strategy into the leadership strategy will be an effective approach for Samsung to improve their Television feature and gain competitive advantages in the global market. Application of disruptive innovation strategy is a long-term goal, which will boost the innovation and growth of Samsung.

Conclusion

The above piece of work highlights the new innovation of Samsung TV in the global market. Introduction of QLED TV is a new innovation of Samsung, which will lead the organization to achieve high-profit margin. It has been received that lack of self-created operating system, low-profit-margin and high competition are the major challenges that hamper the business of Samsung Company. Hence, the new innovation of Samsung TV will open a new opportunity for this organization to gain a good position in the global market. Therefore, it can be concluded that integration of innovation strategy into the leadership strategy will be an effective approach for this organization to gain success in the competitive market.

References

Amis, J.M., 2018. Understanding Organization Change and Innovation: A Conversation with Mike Tushman. Journal of Change Management, 18(1), pp.23-34.

Brunswicker, S. and Chesbrough, H., 2018. The Adoption of Open Innovation in Large Firms: Practices, Measures, and Risks A survey of large firms examines how firms approach open innovation strategically and manage knowledge flows at the project level. Research-Technology Management, 61(1), pp.35-45.

Ehrenhard, M., Wijnhoven, F., van den Broek, T. and Stagno, M.Z., 2017. Unlocking how start-ups create business value with mobile applications: Development of an App-enabled Business Innovation Cycle. Technological forecasting and social change, 115, pp.26-36.

Faturrohman, F., Syah, T.Y.R., Darmansyah, H.S. and Pusaka, S., 2018. Application of RBV Theory and McKinsey 7’S Model on Start-up Company. Scientific Journal of PPI-UKM, 5(1), pp.1-6.

García-Sánchez, E., García-Morales, V.J. and Martín-Rojas, R., 2018. Influence of Technological Assets on Organizational Performance through Absorptive Capacity, Organizational Innovation and Internal Labour Flexibility. Sustainability, 10(3), p.770.

Glowik, M., 2017. 2 Environmental analysis. Global Strategy in the Service Industries: Dynamics, Analysis, Growth, p.16.

Gnanakumar, B., 2017. Vicious Cross-licensing Strategy for Technology Spread: Case Study of Samsung Electronics. In International Business Strategy (pp. 301-315). Palgrave Macmillan, London.

Javeed, N. and Mukhopadhyay, D., 2017. Exosomes and their role in the micro-/macro-environment: A comprehensive review. Journal of biomedical research, 31(5), p.386.

Keller, K.L., 2017. Managing the growth tradeoff: Challenges and opportunities in luxury branding. In Advances in Luxury Brand Management, pp. 179-198.

Kim, M.K., Park, J.H. and Paik, J.H., 2018. Factors influencing innovation capability of small and medium-sized enterprises in Korean manufacturing sector: facilitators, barriers and moderators. International Journal of Technology Management, 76(3-4), pp.214-235.

Kuznetsova, S. and Markova, V., 2017. New Challenges in External Environment and Business Strategy: The Case of Siberian Companies. In Financial Environment and Business Development (pp. 449-461). Springer, Cham.

Samsung.com. 2018. Samsung. [online] Available at: https://www.samsung.com/us/aboutsamsung/home/ [Accessed 16 May 2018].

Samsung.com. 2018. See what’s new with Samsung TV at CES 2018. [online] Available at: https://www.samsung.com/global/tv/blog/see-what-is-new-with-samsung-tv-at-ces-2018/ [Accessed 16 May 2018].

Shaqrah, A.A., 2018. Analyzing Business Intelligence Systems Based on 7s Model of McKinsey. International Journal of Business Intelligence Research (IJBIR), 9(1), pp.53-63.

Van Wormer, K. and Besthorn, F., 2017. Human behavior and the social environment, macro level: Groups, communities, and organizations. Oxford University Press.

Werner, A., Schröder, C. and Chlosta, S., 2018. Driving factors of innovation in family and non-family SMEs. Small Business Economics, 50(1), pp.201-218.

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