The Presentation in KM743

Miss. Khemiga Takum ID number: 582132007

Miss.Yin Yilan ID number: 582131004

Mr. Yang Jun ID number: 582131003

Mr. Xie Siyu ID number: 582131009

Mr. Liu Xin ID number: 582131005

College of Art Media and Technology, Chiang Mai University, Thailand

Agenda

The Invitation in R-L-D-S

Generic Strategies

Core Competencies

• Introduction

• Comparison

1. Daiso

2. Lotus

3. The Salad Concept

4. Rimping

1. Price

2. Service

3. Customers

1. Apple

2. Samsung

1. Rimping

Core Competencies

—— Apple & Samsung as an example

Introduction

• Apple Inc. is an American multinational technology company headquartered in Cupertino,

California, that designs, develops, and sells consumers electronics, computer software, and

online services.

• It hardware product include iPhone smartphone, the iPad table computer, the Mac personal

computer, the iPod portable media player, and Apple Watch smartwatch.

Introduction

• Apple Inc. is an American multinational technology company headquartered in Cupertino,

California, that designs, develops, and sells consumers electronics, computer software, and

online services.

• It hardware product include iPhone smartphone, the iPad table computer, the Mac personal

computer, the iPod portable media player, and Apple Watch smartwatch.

• Apple’s consumer software includes the OS X and iOS operating systems, the iTunesmedia

player, the Safari web browser, and the iLife and iWork creating and productivity suites.

Introduction

• Apple Inc. is an American multinational technology company headquartered in Cupertino,

California, that designs, develops, and sells consumers electronics, computer software, and

online services.

• It hardware product include iPhone smartphone, the iPad table computer, the Mac personal

computer, the iPod portable media player, and Apple Watch smartwatch.

• Apple’s consumer software includes the OS X and iOS operating systems, the iTunesmedia

player, the Safari web browser, and the iLife and iWork creating and productivity suites.

• Its online services include the iTunes Store, the iOS App Store and Mac App Store and iCloud.

• Product differentiation

Apple being the inventors of the mouse and the track pad always believed in innovating

products. Apple products include the iPods, iPads, iTouch, iTV and iPhone along with a number

of computer enhancing apps and software’s. With the introduction of the iPod in the year 2001,

Apple started diversifying its products in such way that its competitors could barely even get a

whiff of what was happening in this tech world. Thus now Apple is fondly called as a haven of

consumer electronics.

• Superior brand and product placement

With competitors like Microsoft offering their software’s for almost a majority of personal

computers, the founders of Apple decided to go the niche marketing way, thus pricing their

products at a superior level than the others. They could afford to do this because of their solid

foundations of R&D, product differentiation and traditional marketing.

Characteristics

• Customer loyalty

This is the most essential element deciding the popularity of your product and Apple

certainly managed to do it the right way. By establishing sole Apple selling product stores all over

the globe, the sellers are well equipped with the knowledge they require to sell the product, thus

creating an excellent customer support unit. The consumers can personally check out all the

features in this store and have a real life experience of using the Mac.

• Maintaining Secrecy

The employees at Apple truly believe in creating a roar of curiosity in the markets. Thus all

the details of their products are highly protected and in no way can be leaked out to the people.

This is another major reason why Apple has been successful in beating its competitors and

enjoying a larger market share.

Characteristics

Core-Competences

• Innovative designs

• Technology

Introduction

• Samsung is a South Korean multinational conglomerate company headquartered in Samsung

Town, Seoul. It comprises numerous subsidiaries and affiliated businesses, most of them

united under the Samsung brand, and is the largest South Korean chaebol(business

conglomerate).

Introduction

• Samsung is a South Korean multinational conglomerate company headquartered in Samsung

Town, Seoul. It comprises numerous subsidiaries and affiliated businesses, most of them

united under the Samsung brand, and is the largest South Korean chaebol(business

conglomerate).

• Notable Samsung industrial subsidiaries include Samsung Electronics(the world’s largest

information technology company measured by 2012 revenues, and 4th in market), Samsung

Heavy Industries(the world’s 2nd largest shipbuilder measured by 2010 revenues),

and Samsung Engineering and Samsung C&T(respectively the world’s 13th and 36th largest

construction companies). Other notable subsidiaries include Samsung Life Insurance(the

world’s 14th largest life insurance company), Samsung Everland(operator of Everland Resort,

the oldest theme park in South Korea) and Cheil Worldwide(the world's 15th-largest

advertising agency measured by 2012 reven..

Introduction

• Samsung is a South Korean multinational conglomerate company headquartered in Samsung

Town, Seoul. It comprises numerous subsidiaries and affiliated businesses, most of them

united under the Samsung brand, and is the largest South Korean chaebol(business

conglomerate).

• Notable Samsung industrial subsidiaries include Samsung Electronics(the world’s largest

information technology company measured by 2012 revenues, and 4th in market), Samsung

Heavy Industries(the world’s 2nd largest shipbuilder measured by 2010 revenues),

and Samsung Engineering and Samsung C&T(respectively the world’s 13th and 36th largest

construction companies). Other notable subsidiaries include Samsung Life Insurance(the

world’s 14th largest life insurance company), Samsung Everland(operator of Everland Resort,

the oldest theme park in South Korea) and Cheil Worldwide(the world's 15th-largest

advertising agency measured by 2012 revenues).

• Samsung has a powerful influence on South Korea's economic development, politics, media

and culture and has been a major driving force behind the “Miracle on the Han River”. Its

affiliate companies produce around a fifth of South Korea's total exports.

• Low prices

To have a low prices, Samsung develop its own products, such as: semiconductors,

telecommunications, digital media and so on. However, there are still some challenges, like life

cycle for electronics short, changing business environment and increased demand.

• High technology

Products usually involve the latest technology. Samsung inspires the world and shapes the

future with transformative ideas and technologies, redefining the world of TVs, smart phones,

wearable devices, tables, cameras, digital appliances, printers, medical equipment, network

systems, and semiconductor and LED solutions.

Characteristics

• Short product life cycle

Many firms: Google, Apple, Intel seek to acquire companies who’ve already developed Use

Cases, but don’t won the capability to identify and exploit in the market. In the same manner,

Samsung can do that. It can just use 5 months to product a new product and 12 months to

typically new generation of products. Because of the short product life cycle, Samsung opposes a

lot of competitiveness in the market. Huge demand and short product life cycle, people are

willing to pay more on innovative product, high possibility of introducing new product.

Characteristics

Characteristics

• SWOT in Samsung

I. Strengths

II. Weakness

III. Opportunities

IV. Threats

Highly competitive business environment, currency risk, lack of innovation.

Strong brand equity, constant focus on research and development, diversified business

portfolio across multiple product categories.

High promotional activities cost, product recalls reflect poorly on brand image, too much of

dependence for software from other parties.

Expanding product categories(digital media & air-condition product), launching Indian

market, opening more stores and service provider.

Core Competences

• Technology/Leadership Innovation

• Customer Value Creation

• Creative and Experienced Employees

• Acquire new technology

• Constant product innovations

• Maintain brand image

• Make profit

Future objective of competitors

Key competitors