Strategic Opportunities and Challenges in Samsung Electronics’ Global Expansion: Leveraging Strengths and Overcoming Weaknesses

1.0 MNC Brief Introduction

Samsung Electronics Co., Ltd., a South Korean multinational electronics company, is now at the top of the global technology market. It was founded in 1969 and is a division of the Samsung Group, one of the biggest businesses in the planet. Samsung Electronics operates in a wide range of industries, including consumer electronics, IT, mobile communications, and device solutions (Prabhu and Bhat, 2020). The business’s main office is in Suwon, South Korea.

Samsung is renowned for its commitment to innovation, and as a consequence, the corporation has made significant progress in a number of industries. According to Tien and Ngoc (2019), this broad product range includes commonplace gadgets like cellphones, TVs, refrigerators, and more. Samsung’s production of high-performance memory chips, which are essential for cutting-edge electronic devices, has a major influence on the semiconductor industry as well (Kim and Jin, 2022). Samsung Electronics has 74 worldwide sites, 287,000 full- and part-time workers, and a sizable global presence, according to Haidar et al. (2020).

Samsung’s purpose is guided by the phrase “Inspire the World, Create the Future” (Verma et al., 2019). The company’s goal is to lead digital innovation globally by enhancing individual lives, advancing society, and building a better future. Samsung has ambitions to shape the future and advance society with its cutting-edge TVs, smartphones, wearable technology, digital appliances, and memory solutions, according to Sovacool and Del Rio (2020). Samsung Electronics leads the sector due to its commitment to innovation and delivering value to customers (Wu et al., 2022). This enables the business to consistently create products that improve the lives of customers across the globe.

2.0 General Strategic Goals

Samsung Electronics has established itself as a frontrunner in the international electronics market by pursuing a bold set of strategic objectives (Hidiroglu, 2021). PESTLE, Porter’s Five Forces, and SWOT analysis evaluate these objectives once they have been created in response to various internal and external circumstances.

2.1 Sustaining Global Leadership

With a profound grasp of both its internal and external contexts, Samsung has developed a set of strategies that have helped it preserve its position as a global leader in consumer electronics and IT & Mobile Communications (Day and Schoemaker, 2019). Internal and external factors affect Samsung’s capacity to maintain its worldwide leadership position, and the SWOT (Strengths, Weaknesses, Opportunities, and Threats) framework helps depict these relationships.

2.1.1 SWOT Analysis

Internal factors, over which Samsung has a significant say (Zheng et al., 2023), are reflected in the company’s strengths and weaknesses. Opportunities and threats are examples of external elements that are outside the organization’s control, but that may be addressed through strategic planning, as stated by Borden, Zhang, and Hwang (2020).

Strengths:

1. Strong Brand Image: According to research (Ardiansyah and Nilowardono, 2019), Samsung has established itself as a globally recognized brand that stands for high standards of quality and innovation at reasonable prices. According to Bayu, Noor, and Diah (2019), Samsung’s ability to draw in new customers and hold on to existing ones is made possible by the company’s excellent brand equity.
2. Innovation and Technological Capabilities: Wadewitz (2023) notes that Samsung is at the forefront of technological progress thanks to the company’s dedication to R&D. Adgüzel (2020) claims that its success stems from the devotion of its customers to the innovative items it regularly releases.
3. Extensive Global Presence: Reaching clients all over the world and reducing exposure to regional market risks are both made possible by Samsung’s global footprint. According to Onyusheva and Baker (2021), this geographical diversification makes businesses more resistant to the ups and downs of individual markets.

Weaknesses:

1. Dependence on External Suppliers: Ambulkar et al. (2022) note that Samsung’s reliance on external suppliers for specific components introduces the possibility of supply chain disruptions or price changes.
2. Intense Competition: Giachetti and Pira (2022) argue that businesses must be constantly innovative and employ aggressive marketing strategies to sustain market dominance in the consumer electronics and IT & Mobile Communications segments.

Opportunities:

1. Emerging Markets: India, Africa, and Southeast Asia are just a few examples of the rising regions that provide tremendous expansion potential. Enderwick (2020) argues that these regions provide promising prospects for Samsung because of their fast urbanization, expanding middle classes, and rising internet penetration.
2. Technological Advancements: Opportunities for Samsung to create ground-breaking new goods and services are many in light of the rapid development of fields, including artificial intelligence (AI), the internet of things (IoT), fifth-generation (5G) wireless networking, and autonomous vehicles.

Threats:

1. Intense Competition: Samsung faces stiff competition from Apple, Huawei, and Xiaomi, as discussed under weaknesses (Wu et al., 2022; de Medeiros, 2020). Samsung is under constant pressure from its rivals to develop and improve to keep up with the market.
2. Regulatory Risks: Samsung is a global company; therefore, it must comply with legislation and quality requirements in many jurisdictions. Andrijasevic and Novitz (2020) argue that this complexity in the regulatory framework generates risks for noncompliance.

The following table summarizes the SWOT analysis:

2.2 Enhancing Innovation Capabilities

As one of the world’s leading technology corporations, Hyun Kim et al. (2019) claim that Samsung Electronics has always prioritized developing its capacity for invention. This dedication is not an isolated project but an integral aspect of Samsung’s overall business strategy. This demonstrates the firm’s confidence in innovation’s ability to fuel expansion, generate a market advantage, and provide outstanding value to customers (Shamout and Elayan, 2020). This determination to be innovative does not emerge from thin air. It is formed and influenced by numerous macroenvironmental aspects that establish Samsung’s operating environment. A PESTLE analysis is a valuable tool for identifying and assessing these aspects. This analytical technique considers the macroenvironment, including political, economic, social, technological, legal, and ecological factors (Pan, Chen, and Zhan, 2019). According to Turner (2022), the PESTLE framework enables Samsung to proactively traverse these issues, ensuring that the company’s innovation strategy is strong and adaptable in the face of changing environmental conditions by aligning its innovation activities with the larger contextual reality.

2.2.1 Pestle Analysis

Political Factors: Samsung’s innovative activities require political stability in the nations in which it operates. According to Massaro and Kim (2022), Samsung has a sizable presence in South Korea, whose government aggressively fosters R&D through legislative incentives and subsidies. An enabling environment for Samsung’s innovation activities will be created by the South Korean government’s announcement in 2020 that it would invest KRW 114.1 trillion (USD 100 billion) over the next five years in critical future technologies such as artificial intelligence and fifth-generation wireless networks.

Economic Factors: The company’s innovation ability is sensitive to economic conditions (Shamout and Elayan, 2020). Samsung may be able to devote more significant resources to research and development during times of robust economic expansion (Kim and Jin, 2022). Yoo and Kim (2019) argue that when times are tough economically, businesses often have to cut their budgets, which might impact their ability to invest in new ideas. Regardless of the state of the economy, Samsung has always placed a premium on R&D spending. Samsung spent a record KRW 20.81 trillion (USD 18.5 billion) on research and development in 2020 (Chen and Biswas, 2021). This was despite a worldwide economic downturn caused by the COVID-19 pandemic.

Social Factors: Samsung’s creativity may be stimulated by shifts in customer habits and cultural norms. For instance, Shamsudheen (2022) cites Samsung’s innovation in IoT (Internet of Things) technologies as a response to the rising demand for “smart homes.” A prominent example of Samsung’s reaction to this social trend is the company’s SmartThings platform, which allows users to connect and operate their smart gadgets with a single app (Malbašić and Pandžić, 2022).

Technological Factors: Opportunities for Samsung to strengthen its innovative capacities are substantial thanks to technological progress (Farida and Setiawan, 2022). Samsung is at the vanguard of the changes brought to the consumer electronics market by emerging technologies like artificial intelligence (AI), 5G, the Internet of Things (IoT), and autonomous driving. For instance, Watanabe et al. (2020) state that Samsung is a frontrunner in 5G technology thanks to the company’s extensive lineup of 5G solutions across many industries, including semiconductors, mobile phones, and network equipment.

Legal Factors: The law affects Samsung’s ability to innovate, particularly intellectual property regulations. Strong intellectual property protection fosters innovation since it guarantees that Samsung can capitalize on its R&D spending, as Barfield, Karanasiou, and Chagnal-Feferkorn (2022) argue. Samsung’s dedication to innovation and the protection of intellectual property is seen in the fact that it routinely ranks among the top firms worldwide regarding patent applications, as Siri, Fernando, and De Silva (2020) pointed out.

Environmental Factors: Rising environmental consciousness pushes sustainable development forward (Cao and Chen, 2019). According to Charles Rajesh Kumar et al. (2021), Samsung is dedicated to minimizing its adverse effects on the environment and has established lofty targets for increasing its use of renewable energy and decreasing its trash production. Samsung’s ‘Galaxy Upcycling’ initiative, which converts used phones into Internet of Things (IoT) gadgets, is an example of the company’s creative solutions to environmental sustainability.

2.3 Improving Operational Efficiency

Samsung’s strategy relies heavily on maximizing operational efficiency to maintain a competitive edge and grow the business (Kang and Na, 2020). To evaluate how effectively Samsung uses its resources and competencies to maintain a competitive edge, the VRIO (Value, Rarity, Imitability, and Organization) paradigm can be applied.

2.3.1 The VRIO

Value: Samsung’s effective manufacturing procedures are a major source of competitive advantage. According to Shvetsova and Lee (2020), Samsung is able to create high-quality products at scale while avoiding waste and decreasing costs because it has used sophisticated manufacturing technologies and lean production principles. Sadiku, Ajayi-Majebi, and Adebo (2023) state that Samsung’s competitive pricing and high-profit margins are the results of the company’s efficient production procedures. Samsung’s supply chain management system is also helpful (Smith-Ditizio and Smith, 2019; Tian et al., 2019). Samsung’s global supply chain allows it to efficiently obtain resources at low cost and quickly deliver products to clients in a variety of regions (Samba, 2022). To maximize productivity, the firm also works closely with its vendors and invests in supply chain innovations (Chen, 2023).

Rarity: Wu et al. (2022) note that while effective production methods and supply chain management systems are not unusual in the consumer electronics market, Samsung stands out due to the scope and sophistication of its operations. The company manages one of the largest and most intricate supply chains in the business by coordinating the efforts of several suppliers, factories, and warehouses (Haraguchi et al., 2023). Moreover, Radić (2021) argues that Samsung’s emphasis on vertical integration, in which the company manufactures many of its own components, is unusual. Not only does this offer Samsung more say over its supply chain, but it also allows the company to cut costs in ways that its rivals just can’t match.

Imitability: There are a number of reasons why Samsung’s operational efficiency is so hard to replicate by the company’s rivals. To begin, it would take a lot of money and a lot of skilled workers to duplicate Samsung’s processes on the same scale (Kim and Jin, 2022). Second, Samsung’s vertical integration plan calls on a wide variety of technological skills, the result of substantial investment in R&D over the course of several years (Hyun Kim et al., 2019). Third, Hai 2023 claims that competitors would have a hard time replicating Samsung’s long-standing connection with its suppliers.

Organization: Samsung has the infrastructure in place to capitalize on its streamlined operations. Pozzi, Rossi, and Secchi (2023) state that the firm employs a specialized team for supply chain management and makes use of cutting-edge tools like AI and data analytics to keep tabs on and enhance business operations. Employees at all levels of the company are encouraged to provide ideas for increasing productivity as part of Samsung’s culture of continuous development (Radić, 2021).

2.4 Samsung’s Holistic Strategic Approach

Samsung’s varied strategic approach is proof that in today’s globalized environment, business performance is fueled by a complex interaction of internal and external influences (Lee, 2019). The foundation of this approach is an understanding of Samsung’s unique benefits and drawbacks, as well as the dynamics of the consumer electronics industry. This strategy also involves the development of a robust global supply chain, a commitment to sustainability, and a concentration on customer satisfaction.

Michael Porter’s Value Chain concept is an effective way to combine these strategic considerations (Nemati and Weber, 2022). According to this approach, the main and secondary production processes that go into a product’s creation account for different portions of its value. Samsung’s strategic goals may be seen as an effort to optimize these procedures in order to gain a sustainable competitive advantage.

In order to build a more dependable global supply chain, Samsung is attempting to enhance its “Inbound Logistics” and “Operations,” two of the most crucial activities in the Value Chain. This is according to Yin, Seo, and Kwon (2022). According to Asadollahi-Yazdi et al. (2020), this goal is broad and includes not only the effective management of raw materials but also the reduction of risks associated to supplier bargaining power and geopolitical unpredictability. Sharma et al. (2020) claim that because of the breadth and complexity of its supply chain as well as the company’s desire for vertical integration, Samsung has created a special capability that is difficult for competitors to imitate. As a result, Samsung has a considerable competitive edge over its rivals in terms of cost, product quality, and availability.

Gurbuz et al. (2023) claim that although Samsung’s commitment to sustainability is evident in all of its endeavors, it is particularly apparent in “Operations” and “Outbound Logistics.” By using more environmentally friendly manufacturing techniques and utilizing less packaging, among other things, Samsung is attempting to lessen its environmental effect (Serzhena, 2019). This commitment comes from an awareness of the growing relevance of sustainability in the current business climate, where consumer expectations of businesses’ environmental and social responsibilities are rising along with regulatory obligations.

Samsung prioritizes customer satisfaction while also working to excel in the other two key Value Chain activities of marketing, sales, and service (Aboueldahab, 2022). Samsung is well aware that customer service is a critical differentiator for firms in a market where customers have a lot of power (Ruiz et al., 2020). Samsung is committed to making sure that its consumers are satisfied, as seen by its constant efforts to understand and cater to client needs (Lee, 2019).

These strategic objectives are based on Samsung’s understanding of its own advantages and disadvantages as well as the dynamics of the consumer electronics industry (irjevskis, 2021). Samsung has a thorough understanding of its internal strengths and weaknesses, the health of the industry, and the impact of macroenvironmental variables thanks to the use of analytical frameworks like SWOT, PESTLE, and Porter’s Five Forces. This information directs Samsung’s strategic planning and guarantees that the organization’s goals are constantly relevant and in sync with the changing dynamics of the market.

2.5 Value Chain Analysis for Samsung Electronics

According to Nemati and Weber (2022), Michael Porter’s Value Chain concept provides an all-encompassing picture of a company’s operations by pinpointing the core and ancillary functions that together produce value for consumers. If we apply this paradigm to Samsung Electronics, say Krummel and Siegfried (2021), we can see how the company’s internal operations provide it a competitive advantage and contribute to its overall success. Each step in Samsung’s value chain contributes to the overall success of the company and the quality of its products and services. These are the main things that happen:

Inbound Logistics: Supply chain management at Samsung is vital to the company’s ability to keep its factories stocked with the supplies they need to produce their products (Gohil and Thakker, 2021). The company’s global reach and commitment to vertical integration mean that it can streamline the supply chain from raw materials to finished products.

Operations: Samsung’s manufacturing operations are a strength since they utilize cutting-edge machinery and adhere to lean production guidelines. The company’s state-of-the-art manufacturing facilities allow it to mass-produce high-quality goods at low cost and with minimal waste. Pozzi, Rossi, and Secchi (2023) highlight Samsung’s dedication to continual improvement and process optimization as factors that contribute to the company’s already high level of operational efficiency.

Outbound Logistics: As noted by Tien and Ngoc (2019), Samsung’s distribution network guarantees that its items will reach clients around the world promptly. To guarantee client pleasure and shorten delivery times, the corporation makes use of its global reach to store, package, and ship products quickly and effectively.

Marketing and Sales: Effective product promotion and the development of a positive brand identity are at the center of Samsung’s marketing strategy (Munir and Putra, 2021). In order to raise brand recognition and revenue, the corporation funds advertising campaigns supports events and forms strategic alliances. The wide distribution of Samsung’s products through brick-and-mortar stores and digital channels is a key factor in the company’s success (Reinartz, Wiegand and Imschloss, 2019).

Service: Samsung places a premium on customer service in an effort to increase both customer happiness and loyalty. Aboueldahab (2022) claims that the company goes out of its way to assure a satisfying after-sale experience by providing multiple channels of customer care, guarantees, and repair options. According to research by Ruiz et al. (2020), Samsung’s service efforts help maintain loyal customers and bring in new ones. Support activities in Samsung’s value chain supply the company’s principal activities with the facilities and resources they require.

Procurement: According to Oh and In (2023), Samsung’s procurement department concentrates on developing and maintaining relationships with suppliers, negotiating advantageous terms, and guaranteeing access to high-quality materials and components. The organization is able to minimize wasteful spending and keep its supply chain running smoothly because of its global procurement system.

Technology Development: Samsung’s dedication to R&D results in cutting-edge technologies and new product launches (Eum and Lee, 2022). The business places a high priority on research and development so that it can keep up with the latest innovations in technology, create unique intellectual property, and improve its product line.

Human Resource Management: Human resource management at Samsung is focused on fostering a culture of innovation, cultivating talent, and encouraging employee participation. To encourage innovation and problem-solving, the organization provides a platform for its employees to work together (Pauceanu, 2023) and develop their professional skills.

Firm Infrastructure: Financial, legal, and administrative departments all play a part in Samsung’s backbone architecture (Rosenblum, Salomo Filho and Ido, 2019). Smooth operations and regulatory compliance depend on these tasks being well managed.

The following table summarizes Samsung’s value chain analysis:

3.0 International Expansion

3.1 Motivations

There are a number of several reasons behind Samsung’s global expansion:

Market Growth and Diversification: Samsung plans to take advantage of expanding markets in developing countries to broaden its income base (Jongwanich, 2020). Chu (2021) argues that by entering new markets, Samsung can better meet local demand and reduce the dangers of relying too heavily on any one sector. This is especially important in the dynamic technology industry, where both customer tastes and trends can move swiftly.

Access to Talent and Technology: In order to gain access to a larger talent pool and cutting-edge technology, Samsung has been actively expanding into overseas markets, especially in areas known for technical innovation such as Silicon Valley (Wolfe, DiFrancesco and Denney, 2022). This aids Samsung in retaining its technological leadership position and cultivating an environment conducive to innovation.

Supply Chain Optimization: The global reach of Samsung allows for a reliable and robust supply chain. Xu et al. (2020) state that by setting up shop in strategic markets, Samsung can cut down on transportation expenses, guarantee on-time product delivery, and react quickly to supply chain problems.

Brand Recognition: Samsung’s brand recognition and prestige will increase as the company continues to grow internationally (Wu et al., 2022). The brand’s appeal increases as it gains recognition on a global scale, bringing in new customers, business associates, and top talent.

3.2 Strategies

Samsung uses a number of tactics to propel its global expansion. In order to appeal to a wide range of customers, the corporation tailors its offerings to local tastes and customs (Bathelt and Li, 2020). This involves making changes to the product’s features, designs, and marketing approaches to meet the needs of the target market. Furr, Ozcan, and Eisenhardt (2022) claim that Samsung also forms strategic relationships and collaborations with local enterprises and institutions in order to make use of their knowledge base, connections, and market intelligence. In addition, the firm puts resources into developing a strong global supply chain to guarantee effective sourcing, production, and distribution in all geographic areas (Cohen and Kouvelis, 2021). By employing these methods, Samsung is able to overcome cultural, legislative, and logistical barriers to entry in foreign markets.

3.3 Strengths of International Expansion

Samsung Electronics has leveraged its international expansion to solidify its position as the top electronics producer in the world (Hyun Kim et al., 2019). The company’s attempts to grow abroad have given it the chance to take advantage of many significant benefits. Ishigai, Pereira, and Scavroni (2021) cite Samsung’s capacity to serve specific markets as one of its biggest assets. Samsung has shown an exceptional ability to modify its goods and advertising strategies to satisfy the diverse needs of its clients in numerous international markets (Moon and Lee, 2021). Thanks to its ability to rapidly and easily respond to client requests, Samsung is able to effectively compete in a broad range of international markets.

The company’s solid reputation as a brand is another factor in Samsung’s success on a worldwide scale. Because the brand is linked to high standards of quality and innovation as well as cutting-edge technology, it has widespread confidence and recognition (Ardiansyah and Nilowardono, 2019). Samsung is able to attract and retain consumers, establish significant partnerships, and distinguish itself from competitors as a result of its great brand equity.

Another important feature for Samsung is its worldwide presence. The company has created a worldwide distribution network, according to Tien and Ngoc (2019), which consists of a variety of subsidiaries, manufacturing sites, and distribution networks in both established and developing nations. Samsung benefits from a wide revenue base as a result of its worldwide presence, which makes the business more robust to economic downturns in one location, claim Shamout and Elayan (2020). Furthermore, Samsung’s strong R&D skills serve to bolster the company’s advantages in international growth. To keep its goods at the forefront of technology, the company invests much in research and development (Massaro and Kim, 2022). Because of this corporate commitment to R&D, Samsung is able to constantly wow consumers across the globe with its creative innovations.

The strategic relationships and alliances that Samsung has increased its ability to develop internationally (Guo and Zheng, 2019). Through its collaborations with regional businesses, research institutions, and governments, Samsung is better able to navigate difficult markets, benefit from local expertise, and get access to innovative technology (Srivastava and Bag, 2023). By collaborating with other businesses, Samsung is able to get a deeper understanding of the industry and become more competitive, improving its capacity to exploit opportunities and get past entry obstacles.

3.4 Weaknesses of International Expansion

Even though Samsung Electronics has had great success growing abroad, Adgüzel (2020) points out that the business model still has several flaws that need to be fixed if it wants to remain competitive. Li (2021) contends that a significant flaw in Samsung’s plan for global development is the company’s likely over dependence on foreign suppliers. As Samsung expands internationally, it will increasingly depend on its network of suppliers for crucial supplies. Ishida (2020) contends that this reliance on outside parties makes supply chain interruptions, price shifts, and quality issues more likely. If the supply chain is disrupted, Samsung can incur production delays or cost hikes to meet customer expectations (Ambulkar et al., 2022).

Another flaw is the difficulty in adjusting to cultural variances and regional market dynamics. Despite Samsung’s reputation for adaptability, the corporation has struggled to enter new markets because of societal norms and customer preferences (Fatehi et al., 2019). The time and money required for localization, which may be a problem in certain locations, may hinder market penetration and consumer acceptability (Wang, Tiku, and Pasricha, 2021).

According to Luo and Van Assche (2023), Samsung is vulnerable to geopolitical risks and legislation in several countries because to its size and worldwide presence. Changes in trade restrictions, political unrest, or legal issues might have an influence on Samsung’s operations, including manufacturing, distribution, and sales. It may be challenging and time-consuming to adapt to each market’s unique set of rules while working with different markets (Cohen, Shaheen, and Farrar, 2021). The level of competitiveness in the global electronics industry is another obstacle to Samsung’s expansion abroad. A spike in competition, most of it coming from developing economies, is allegedly threatening Samsung’s market dominance and profitability, according to Enderwick (2020). In such a cutthroat sector, it needs ongoing innovation, cautious pricing, and clever advertising to flourish.

And last, effective global growth may be hampered by challenges in communicating across borders and overcoming other communication hurdles. According to Mulaomerovic and Wang (2023), clear lines of communication between Samsung’s corporate headquarters and its global operations are a must for the corporation to succeed globally. According to Park et al. (2022), language hurdles, cultural differences, and distance may all contribute to inadequate communication and teamwork that leads to misunderstandings or inefficiencies.

4.0 Recommendations

4.1 Recommendations to Rectify Weaknesses

Diversify the Supplier Base: Samsung should deliberately diversify its supplier base to lessen the company’s reliance on a small number of external vendors. The organization can lower the risk of disruptions and negotiate more favorable terms, such as pricing and delivery dates, by working with several suppliers for crucial components and supplies (Zhu, Chou & Tsai, 2020).

Strengthen Supply Chain Resilience: Samsung needs to put in place solid risk management techniques to increase the robustness of its supply chain. Miroudot (2020) explains that this involves doing things like keeping an eye out for prospective problems and developing backup plans. Supply chain risks can be reduced and product availability maintained by establishing redundancy and alternate sourcing choices.

Enhance Localization Efforts: Samsung has to improve its localization efforts by learning more about its target markets and adapting to their cultural norms and preferences. This will help the business stand out in the market by creating products and advertising campaigns that connect with locals (Tsai et al., 2021).

Stay Abreast of Geopolitical and Regulatory Developments: Samsung has to form a specialized group to track and assess the political and legal environments in all of its target regions. According to Luo and Van Assche (2023), a company can proactively change its operations and strategy to comply with local rules and avoid potential risks by keeping abreast of changing policies, trade restrictions, and legal requirements.

Invest in Effective Communication Channels: Samsung needs to prioritize creating reliable methods of communication between its main office and its overseas branches. This can be accomplished through the use of cross-cultural training programs, regular meetings, and technologically-enabled communication platforms (Almutairi et al., 2019). Sharing information, making decisions, and coming to consensus on strategic goals can all be aided by clear and open lines of communication.

4.2 Recommendations to Further Enhance Strengths (Opportunities)

Continued Investment in Research and Development: Samsung should continue investing heavily in R&D in order to encourage technological innovation (Eum and Lee, 2022). The corporation can create cutting-edge products, anticipate market shifts, and better serve its diverse client base by investing in research and development.

Deepen Strategic Partnerships: Samsung needs to actively seek strategic collaborations with local firms, universities, and government agencies in key areas. Collaboration with these organizations, say Murad and Sfhea (2023), will yield useful market intelligence, access to local expertise, and possibilities for technology transfer. The ability to enter and grow in a complex or new market is aided by strategic collaborations.

Leverage Brand Image and Customer Loyalty: Samsung may leverage on its positive brand perception and customer loyalty by focusing more on its customers’ needs (Ardiansyah & Nilowardono, 2019). Samsung can increase its market share and loyalty among its client base by delivering first-rate customer service, tailoring each customer’s experience, and responding quickly to their needs.

Sustainable Innovation and Environmental Responsibility: Sustainability needs to be a bigger part of Samsung’s innovation strategy. According to Yun and Liu (2019), the corporation may satisfy rising consumer expectations for environmentally responsible products by creating eco-friendly products, decreasing its carbon footprint, and embracing circular economy techniques. This is in line with global sustainability trends and will help Samsung’s brand reputation.

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