Leveraging Technological Capabilities For Competitive Advantages - A Case Study Of Samsung Galaxy S6

Benefits and Values derived by the customers:

Describe about the Leveraging Technological Capabilities for Competitive Advantages ?

In the present market scenario, the competition is very high between the company those who are dealing with the same type of products. So, apparently the products life cycle became very less. The company needs to rethink about the marketing and the innovations of the feature of the products, which may support the products to stay for long in the market. For increasing the value of the products, it is very important for the organization to create such kind of products that it has a quality and the innovation features. This will help the products to catch the attention of the customers and also satisfy the customers. Therefore, this study will discuss the values, benefits and the uniqueness of the design in context to "Samsung Galaxy s6". The study will also discuss the complete quality, design and the brand appeal of the Samsung Galaxy s6.

Samsung group of the company recently announced that the Samsung Galaxy s6 can give competition to iPhone mobiles and as well as the other Smartphone’s that are available on the market. Samsung Galaxy s6 has different and unique features which iPhone does not have. Samsung assures that their new product Samsung Galaxy can gain the competitive advantage I the market in comparison with the other Smartphone’s (Connally, 2014). The unique features of the Galaxy s6, which can catch the attentions of the customers and can also retain the customers for the Samsung group, are as follows:

Galaxy S6, Samsung Pay and MST tech: This is one of the unique features, which is introducing by the Samsung in their new product. This feature can help the customers to pay their bills through Samsung pay. Now a day's everyone seems to be very busy in the personal or professional life so that this system can be beneficial for the customers, and also it will save time. This will very valuable from the customer's point of view, as the Samsung pay is very secure to make any kind payment through the mobile phone. It also includes the MST (Magnetic Secure Transmission) technology that will help the customers to make the payment transfer to any retail store in any location (Mas, 2011).

Wireless Charging:  Charge in the smartphone, is the most common problem facing by the smartphone user. The smartphone generally consumes so much of charge. In Samsung Galaxy S6, the charging system is unique, actually it work wirelessly with the support of (PMA) Power Matter Alliance wireless standard. The customers can also charge their phones at McDonald's those who provide Power matter alliance charging station. The wireless charging system, which is introduced in Galaxy S6, can charge the dead mobile very fast, than that of another charger that will be very helpful for the customers.

Uniqueness of the design of new Samsung Galaxy s6 in terms of its color, design

Samsung Galaxy S6 Security Smart Lock: The smart lock feature of the Galaxy S6 can save your smart phone from various problems. The security system of the phone is not unique, but the system will unlock automatically when it finds any trusted Bluetooth device.  When someone wants to connect their device with the Galaxy S6 then it will show an option regarding trust or not, it will save your phone from an unwanted connection. It won't be possible to unlock your Galaxy S6 without your prior permission. Almost every people those who are using Smartphone always put some important information or important documents on the phone for the personal use. So, the smart lock facility of Galaxy S6 will also give to security (Landau, 2015).

Customization and Personalization of the Galaxy S6:  It has been seen that the Smartphone user wants to open the various application after one another for their uses. So, the customization facility of the Galaxy S6 can provide you this thing. The user can also change the color of the application to match the color of applications and wallpaper, which will give them a better look for their Smartphone. The demand for the customer's changes very fast, all they want to use is advanced and new technology to make their work easy. So to satisfy the requirement of the customers, Samsung is providing these facilities in the new Galaxy S6.

Power Saving Mode: There is two power saving mode in new Galaxy S6, which will help the phone to consume less battery than that of another smart phone. These two power saving mode will increase the performance of the CPU and minimize the amount of light in the screen while not using. Now a day's, every person those who wants to buy the smart phone, searches for the phone that will give provide log battery life, as the battery is the main issue for the Smartphone. So, the power saving mode of the new Galaxy S6 will give them this satisfaction regarding the battery life. These new and advanced features of the Samsung Galaxy S6 will increase the benefits and values of the products (Qiu and Shu, 2011).

With the changing demands of the customers, Samsung introduces the new smartphone for satisfying the requirement of the customers. The new Galaxy S6 has unique design and color that will attract the customers for the product. The Galaxy S6 supports the advance network system that is LTE (Long-term Evolution) along with GSM (Global System for Mobile) and HSPA (High-Speed Packet Access). The body of the Galaxy S6 is also very charming; the dimension of the phone is 140.3×70.4 × 6.7 mm, the weight is 139 g and builds in Corning Gorilla Glass 4 back panel. The screen type is ‘capacitive screen with 16M color'; the size of the screen is 5.1 inches with high resolution. The internal memory of the new Galaxy S6 is so high that there is no use of external memory. It has 32/64/and 128 GB internal memory with 3 GB RAM. The Galaxy S6 has 16-megapixel back camera with autofocus facility and LED flash, and the front camera is five megapixels with dual video call facility. The demand for the customer's changes very fast, all they want to use is advanced and new technology to make their work easy. So to satisfy the requirement of the customers, Samsung is providing these facilities in the new Galaxy S6 (James, 2014).

Comparison of Galaxy S6 and Apple iPhone 6

These are main features of the new Galaxy S6 which can give the competition to the Apple iPhone 6 and that will attract the customers for buying the Galaxy S6 phone.

According to these comparisons, we can say that Galaxy S6 is better features than iPhone 6 and have the competitive advantage in the market.

The various range of design and color of Galaxy S6 are:

Silicone Bundle Galaxy S6

Shell Holster Bundle Galaxy S6

Rebecca Minkoff Bundle Galaxy S6

Case-Mate Bundle Galaxy S6

These four models of Galaxy S6 are different from each other. They are different in design and color with different features facilities. Their price is also different from each other. They are:

Silicone = $49.99

Shell Holster = $49.99

Rebecca Minkoff = $69.99

Case-Mate = $69.99

These are the uniqueness of Galaxy S6 design that has different color, size and shape that may grab the attention of the customers into the product. With these features and design, the Galaxy S6 can survive in the market and may last long in the market.  This will very valuable from the customer's point of view, as the Samsung pay is very secure to make any kind payment through the mobile phone. The demand for the customer's changes very fast, all they want to use is advanced and new technology to make their work easy. So to satisfy the requirement of the customers, Samsung is providing these facilities in the new Galaxy S6 (Luo, 2014).

The main competitors of Galaxy S6 are; HTC ONE M9, LG G4, Apple iPhone 6, etc. These Smartphone are more or less having same features with the different brand name, and they are giving tough competition to each other. The brand name of Samsung is more than that of LG and HTC. Most of the customers go for the Samsung Galaxy instead of HTC or LG because Samsung has created a very good market and it also giving a good competition with its rival. In Samsung, there are the different range of products are available, so the customers can select different types of the product according to their budget. While HTC and LG are not providing a various range of products; so, the customers get very limited products when they want to buy the phone from these brands. So, in this case, Samsung gain the competitive advantage in the global market. Apart from HTC and LG, Apple iPhone is also a great competitor of Samsung Galaxy in the US market. Galaxy S6 is not only the Smartphone for the Samsung; it has various types of Smartphone which are not directly competitors of Apple iPhone (Arvand, 2012).

Product: The Samsung Galaxy has the different range of products so that it can offer different types of Smartphone to the customers, according to the requirement of the customers. The number of sales of the Galaxy phone is also increasing because the customers can choose their products for the variety of products (DANIOŁ, 2015). The products of Samsung Galaxy also include:

i) Samsung Galaxy S series

ii) Samsung Galaxy Y series

iii) Samsung Galaxy Note series

iv) Samsung Galaxy Tab series

v) Samsung Galaxy Grand series

Price: As there are many products in the Samsung Galaxy, so the prices are also different from each other. Samsung has selected different pricing policies for different types of products. A price of any particular products says about the quality of the products. Samsung Galaxy is selling its products in the global market, but the price of the same products is different in each market.  Samsung also adopts competitive pricing policy to beat its competitors. The competitors of the Samsung used to put a lower price for their product to catch the market, but Samsung does not put the lower price to compete with others (Coates, 2014).

Place: Place is not only about the distribution of the products through the channel, but also it includes all process until the products reach the customers. There are various sales and service dealers, those who are doing their business by selling the products of Samsung. They also take the stock of Galaxy S6, which may increase sales volume, as it is one of the best quality products in the Samsung group. Samsung also follows a unique distribution channels for distributing its products in the global market.

Promotion: Samsung uses various types of media for the promotion of the products. The most common media is the print media that is using by the Samsung group. In the recent time, it has been seen that Samsung is using the local newspaper for giving the advertisement of the new products. Samsung only uses the front page of the local newspaper for advertising purpose of Galaxy Smartphone, which will easily catch the attraction of the people (Dempsey, 2014).

These are the unique policy or the strategies that are using by the Samsung group for the advertising or the marketing of the new products like Samsung Galaxy S6.

Introduction

The aim of this essay is to understand and critically analyze the organizational practice and theory and the combination of design, and innovation by the Samsung. In this easy we will also discuss about, how the innovation and the combination of design come into the practice of Samsung, which can motivate the company for growth or can be affecting the growth of the company. In the time of introducing new products, for example, "Samsung Galaxy S6" the company put various innovations of techniques and features in the products. Before introducing Galaxy S6 Smartphone, the company introduced many Smartphone with different price and sales these products in the market. This gives the company to know about the exact requirement of the customers and then, the company starts to work and innovated new products to meet the requirement of the customers. Same procedures followed by the Samsung while introducing Galaxy S6, which became the competitors with Apple iPhone 6.

The New management of the company starts to motivate its own employees in the workplace to help others in their work, so that they change the working environment and make it suitable for work (Selvarajan and Cloninger, 2012). This change process in the working environment of the Samsung makes the worker behave ethically in the workplace. The company tries to increase the performance level and at the same time try to maintain the quality of the products so that they can satisfy the customers. In the above discussion, we have seen that Samsung makes the improvement in the quality of the products and puts some extra features, with the innovation of the new products, which attract the customers and also give a tough competition with the rival competitors.

When Company launches the new Galaxy S6 in the market, it gives the competition with the Apple iPhone 6. The Apple tries to introduce some new strategies in order to beat the Galaxy S6, but the features and the advanced and new technologies used by the Samsung in Galaxy S6 cannot help Apple to do so (DANIOŁ, 2015). The uniqueness of the design and the advanced technologies of the Samsung help the Galaxy S6 to catch the market very quickly. In the present market, Galaxy S6 is on the top of all Smartphone though it is the reason for the argument for some of the customers while comprising the Galaxy with Apple iPhone 6. Whenever it comes into the comparison, Apple tries to put some extra features on the phone for giving competition, but again Samsung introduce a new phone with new and advanced technologies and also with some extra feature.  These things always help the Samsung to gain the competitive advantage in the global market while competing with Apple or some other competitors (Hong, Soon Jai, 2014).

In the above discussion, we also discussed the new feature that are introduced by the Samsung in Galaxy S6 which creates the value and benefit in the customers mind. The features like; innovation of Samsung Pay with MST technique, wireless charging system, power saving mode, smart lock, etc. which attract the customers for buying the product.

In the academic, I studied many management theories that are developed by different theorist like framework model, Maslow's Hierarchy theory that tell about the continuous desire of the people or the organization. For example, if we take the Maslow's theory than we can relate the theory and the discussion about the Samsung Galaxy (Doucet, 2011).            

Fig: 1 Maslow’s Hierarchy in relation with the Samsung Galaxy

In the above picture fig 1, we have seen that there are five needs and it come one after another. Now we will briefly discuss the needs with relation to Samsung Galaxy:

Physiological Need: This is the first need of an individual; likewise the first need for the Samsung is to introduce the Smartphone in the market to grab the chance when there is high demand for the Smartphone’s.

Safety Need: Once the first need fulfills the individuals go for the second need that is safety need, likewise the Samsung also goes for the safety need. For example after launching the Smartphone in the market, the company saw that there is a tough competition in the market for the Smartphone. So the company thinks of its safety, which can be possible through the long life cycle of the products (Kondo, Fukushima and Murakami, 2014).

Social Needs: This is the third need of the individual after completing the first two needs. The Samsung also goes for the social needs to capture the market and also satisfy the customers. For example; the company starts introducing different kinds of Smartphone’s with different prices, in which the company can sell the Smartphone to various customers with higher price as well as lower price to cope up with the society.

Esteem Needs: This is the fourth need, in which the Samsung captured the market in terms of selling the Smartphone’s. The Galaxy series of the company is well known to the market in the present scenario. The Galaxy models were also giving competition to other Smartphone’s that are available on the market.

Self-actualization: This is the last and the final need, in which individual get all things whichever want. After launching Galaxy S6, Samsung also may get everything. For example; Galaxy S6 is on the top of all Smartphone, though it is the reason for the argument for some of the customers while comprising the Galaxy with Apple iPhone 6 and with other Smartphone’s in the global market (Heiman, Olenik-Shemesh and Eden, 2014).

Conclusion:

In this essay, I critically evaluate and analyze the innovation of the Samsung Galaxy, which helps the company to grow and capture the global market. With the innovation of the new and advanced technologies in the Galaxy S6, the company gains the competitive advantage in the global market. The design and the color combination of the Galaxy S6 are unique, which can give competition with Apple iPhone 6 and the other Smartphone’s in the market. At last, I also relate the literature theories and applied it to the organizational practice.

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