Hoang Tin

Introduction about Samsung

Samsung is a South Korean multinational conglomerate company headquartered in Samsung

Town, Seoul with more than 70 years of operation. The founder is Lee Byung-chul he had

created Samsung since 1938.

It comprises numerous subsidiaries and affiliated businesses, most of them united under the

Samsung brand.

3 main roles in total of 6 in DMU (Decision Making Unit) for B2B:

What is Decision Making Unit?

This process is created by the collection or team of individuals in which they participate to come

to a common agreement, they are playing many roles in an organization or business and together

they will make the purchasing happening at the end or not. Each roles affect differently on the

buying process but sometime the line of these roles are similar and have no edge to distinguish.

There are 6 roles: Initiator, User, Decider, Influencer, Buyer, and Gatekeeper.

Influencer: these individuals are those who may have a very persuasive role because they

are expert and specialist in their field so that they can give useful recommendation based

on their knowledge as well as decision criteria after long year of working experience

about the products or services, these individuals usually have strong authorize, positions

and relationship among the organizations to affect in the decision making process.

For example: Samsung wants to buy technology from other company then in the decision

making process with the participation of engineer main teams to give advice about this

product whether it can suit with all the Samsung’s technology or not. The financial

department shows how the current financial status of the company. The purchasing

department helps to decide suitable prices to buy this product.

Decider: they are responsible for making final deal or decision in the organization in

choosing orders, suppliers, products, etc. Deciders play a sever roles in decision making

process due to the fact that they are usually from the top of management office, senior

officers. They will review or take an overall look about all the information provided by

the influencers, gatekeepers, buyers and move forward to final decisions.

Buyer: they have a function to do purchasing product for the organization as well as

providing important information of potential products or services, appropriate suppliers.

Beside that they are usually responsible for doing negotiations. They are important as the

company needs their judgment skills to see the good or bad side of products or services

can bring back to the company because after all a business always consider about the

profitability to help company growth or survive.