Connected Media Development and Mobile Media of Samsung Electronics - Assignment Example

?Samsung Samsung Group Project Proposal Module Assignment 3 Hamzeh Alhenn Prof. Robert Gulbro 8/17 Contents A. Background & Rationale 3 Profile of the Organization 3 Objective of the Research Study 3 B. Research Need and Importance 4 Management Problems 4 Marketing Research Problems 4 Hypothesis 5 C. Research Question & Methodology 5 Research Question 5 Basic Method of Research 5 D. Research Design & Measurement Technique 6 Interview Process 6 Measurement Scale 7 E. Sampling Methods 7 Identification of Sampling Method 7 Justification of the Choice of Sampling Method 7 Identification of Sample Size 8 Justification of the Choice of Sample Size 8 F. Data Collection Method 8 Data collection process for the project 8 G. References 10 A. Background & Rationale Profile of the Organization Samsung is one of the leading electronic organizations around the globe. The organization introduced huge range of products in global market. Therefore, it is easy and convenient to conduct a research study on Samsung. This study will highlight various aspects of Samsung Electronics’ global value chain. Samsung Group is a South Korea based multinational conglomerate company headquartered in Seoul. The organization was founded in the year 1938 by Lee Byung-Chul (Peng, 2012). Over the next few decades the organization diversified into textiles, food processing, retail, securities and insurance industries. Electronic goods, semi conductors and mobile phones are Samsung’s key sources of income for the company (Chang, 2011). In terms of revenue, Samsung was recognized as the largest information technology company in the year 2012. In addition, Samsung Heavy Industries was considered the second largest shipbuilder around the globe measured by 2010 revenue. Presently the organization has more than 1000 business entities around the globe. Effective product differentiation strategy and implementation of advanced technology helped the organization to increase its core competency and develop a potential client base across the globe. Objective of the Research Study The value chain of Samsung is totally based on the effective Oracle value Chain for the high technology business (High, 2009). Addition of effective logistics structure helps Samsung Electronics to achieve significant global market share. This report will focus on two divisions of Samsung Electronics, such as connected media development and mobile media. The study will outline the innovation opportunities for the global organizations by determining the entry points in the organizational structure of Samsung Electronics. Moreover, the study will reveal how the global organizations can engage themselves in several stages of the value chain of Samsung Electronics. B. Research Need and Importance Management Problems Samsung has faced several problems regarding excessive localization. Huge localization had resulted more decentralized structure. It was very disappointing for Samsung group. The global operation of Samsung was not profitable at one point of time. In the year 1998, the organization closed down its few of the electronics factories due to lack of adequate decision making process of regional headquarters (Chang, 2011). Moreover, the organization implemented integration strategy for its employees, but the employees of Samsung Group rejected this integration strategy. Moreover, the organization faced several labor problems in China. Negative publicity in the blogging community created huge challenge for Samsung in the year 2012. Samsung group is one of the leading mobile phone manufacturers in the world. An ongoing copyright dispute with Apple Inc. over some smart phone technologies affected the brand image of Samsung Group. The organization faced several legal and ethical issues due to the inadequate working condition in the Chinese manufacturing plants. Marketing Research Problems Marketing research activity is time consuming and expensive. Therefore, it is important for the organization to do effective real time research. However, Samsung group has identified and rectified this problem. They have employed an effective research and development team (Jennifer, 2009). Moreover, the organization has tied up with several effective market research agencies in global market. The local market research agencies helped the organization to provide appropriate customer needs and market trend of that country. This strategy helped Samsung to manufacture the products according to the market demand. Therefore, they effectively implemented product differentiation strategy in global market place. Samsung Group is now heavily depending on the effective market research. It helps the organization to increase core competency and develop effective client base in this competitive global market. Hypothesis Value chain strategy of Samsung Group strengthens its brand presence in the global market. C. Research Question & Methodology Research Question What is the effect of Samsung Group’s value chain on its brand image in the global market? Basic Method of Research A secondary data collection method will be implemented in this research. This research will follow qualitative research method. This research method will help to determine the nature and behavior of collected data. The study will determine the impact of Samsung Group’s value chain strategy on the brand image of Samsung in global competitive market. Due to the exploratory nature of this research, qualitative research method has been implemented in this study. Moreover, secondary data collection approach has been initiated in order to develop a vast and significant database that will help to determine the value chain process of Samsung Group. This data collection method will be time and cost effective. D. Research Design & Measurement Technique Objective of this research is to determine the impact of Samsung Group’s value chain strategy on its brand image in global market place. The study will consider the attitude, belief and opinion of the individuals towards the brand. It is true that, several types of qualitative research approaches can be undertaken for several marketing researches based on various orientations. These are interpretative research approach, language oriented research approach and theory building research approach. Interpretative research approach thoroughly describes and interprets several key social phenomena that are focused to the central of the research. On the other hand, theory building research approach identifies the relationship between several key social phenomena. Language oriented approach determines the language and meanings of the words (Kolb, 2008). Based on the interpretative approach and exploratory nature of this study, interview process has been selected for major data collection method. Interview Process There are three types of interview structures, such as structured, unstructured and semi-structured interview process (Lyons & Coyle, 2007). Semi-structured interview process has been selected for the purpose of the research as this process will help to enrich several collected data obtained from interview. Measurement Scale Ordinal measurement scale has been selected in this study as this measurement scale will help to provide effective research outcome based on the opinions of respondents. Moreover, ordinal measurement scale will help to find out true facts based on the response during interview process. Effective comparison between several facts will help the researcher to outline expected research outcome. E. Sampling Methods Identification of Sampling Method Non-probability sampling method has been selected for the purpose of this study. Non-probability sampling method focuses on the participants’ purposes. On the other hand, probability sampling method used to select the samples randomly from a specific group of population. Following part of the study will justify the selection of non-probability sampling method. Justification of the Choice of Sampling Method Non-probability sampling method has several advantages. This sampling tool is both cost and time effective comparing to the probability sampling method. Non-probability sampling method will be effective for this particular study based on the exploratory nature of the research. This sampling method will help the researchers to find out problems and issues in an inexpensive and quick way (Sampath, 2005). Moreover, this non-probability sampling method will consider an ethical approach in order to find out any problem or issue. This aspect will help the researcher to analyze and evaluate the issues associated with the value chain of Samsung Identification of Sample Size 4 supply chain managers and 6 logistics executives of Samsung Group in US have been selected for the face-to-face interview to determine the impact of their value chain. The sample size is 10. It is a permutation of quota and convenience sampling. Homogeneous sample size has been selected for the study. Justification of the Choice of Sample Size All the respondents belong to the organization. It is quite easy to monitor and control the errors that can be appeared during the theory testing. The research findings can uncover that, the homogeneous respondents can help to reduce the possibilities and chances of several critical model measurement errors. Homogeneous sample size contains limited degree of external validity (Cargan, 2007). It can be surrendered for effective degree of internal validity. This aspect will help the researcher to portray better research output. F. Data Collection Method Data collection process for the project Since the study will involve quantitative and qualitative aspects of the topic, a mixed method commonly known as triangulation will be used. This method uses in equal proportions. The two methods mentioned and a questionnaire applies for both with qualitative having an additional data collection tool of semi structured interviews (Bell, 2010). For quantitative aspects, the following will be the data collection process: Quantitative questionnaire is administered to the participants during hours of work. Each respondent should independently complete the questionnaire, but the researcher will be available to address any challenges in the completion process (Bell, 2010). Contribution from the researcher during this process should be most minimal. Collected data is then managed with the help of frequency distribution statistics with information from questionnaires analyzed by descriptive statistics; this uses frequency distribution and standard deviation as measures to the various statistical aspects of the collected information. Data is further broken done into smaller segments and sub-segments for ease of analysis (Ngau, Kumssa & United Nations, 2004). The main collection tool in quantitative analysis is, therefore, a questionnaire. For qualitative analysis, semi-structured interviews compliments data collected through questionnaires. Data from this collection tool is taken through analysis where responses are reviewed for any connection with regard to theses and other noticeable elements. A coding process then begins where the information gathered is grouped on the grounds of themes and any other noticeable patterns (Ngau, Kumssa & United Nations, 2004). An output is then produced from this grouping process. Statistical software can be employed to help track the frequencies of the noted themes and patterns. G. References Bell, J. (2010). Doing your research project: A guide for first-time researchers in education, health and social science. Maidenhead: McGraw-Hill Open University Press. Cargan, L. (2007). Doing Social Research. New York: Rowman & Littlefield. Chang, S. (2011). Sony vs Samsung: The Inside Story of Electronics Giants’. New Jersey: John Wiley & Sons. Chang, S. (2011). Sony vs. Samsung: The Inside Story of the Electronics Giants’ Battle for Global Supremacy. New Jersey: John Wiley & Sons. High, P. (2009). World Class IT: Why Businesses Succeed when IT Triumphs. New Jersey: John Wiley & Sons. Jennifer, G. (2009). Understanding and Managing Organizational Behavior. New Jersey: Pearson Education. Kolb, B. (2008). Marketing Research: A Practical Approach. London: Sage. Lyons, E., & Coyle, A. (2007). Analyzing Qualitative Data in Psychology. London: Sage. Maylor, H., & Blackmon, K. (2005). Researching in Business and Management. London: Palgrave Macmillan. Ngau, P., Kumssa, A., & United Nations. (2004). Research design, data collection and analysis: A training manual. Peng, M. (2012). Global Strategy. Stamford: Cengage Learning. Sampath, S. (2005). Sampling Theory and Methods. London: Alpha. Read More