Design Strategy at Samsung Electronics - Essay Example

Samsung works in an industry where design and quality are two of the most important things to survive. In order to capture the international market and compete with the global players, there was a need to shift from the Japanese style to much-focused approach on delivering quality products which can cater to the needs of the customers. Local design preferences may be the key for Samsung to gain regional superiority over different segments of the market. Since Samsung’s primary markets are in Far-East countries, therefore, a focus on delivering local design and catering to the cultural needs of the target market is necessary.

Samsung may have to change its overall global brand identity to suit different niches of the market. Centralized design operations have helped the firm to collect and accumulate all the resources required to produce a good design which corresponds to customer preferences. It is important to note however, that centralization of design operations may not allow Samsung to exploit markets responding to regional preferences and changes.