RESEARCH PROPOSAL

Middlesex University

MA International Business Management

MUSKAAN SONI
M00727356

Module number : MGT4900 MA International Business Management

Project

Title of research proposal : Synergies between entrepreneurship and

innovation on organisational development of the Samsung Company.

Deadline: 1st May 2020

Request for supervision: DR. Steve Donhoe

1.0 Research topic

1.1 What the research topic is about

My research topic is about the Synergies between entrepreneurship and innovation
on organisational development in Samsung company. The company is about the
inventing the new products in a short span of time for the sustainable growth and to
defeat the market competition. The researched topic is also concerned about defining
the entrepreneurial and innovation role in the development of the Samsung company.
The study will look into the products introduced from the initial stage of the company
till now. This approach will be reasonable due to the rapid change in the technology of
new innovative products. The research will highlight the mission and goals of the
company in order acknowledge the entrepreneurship and innovation. They both are
the main components of the companies.To make a accurate research this study will
communicate with the innovative minds of the company who are behind the consistent
growth of this company. The insight research will help to determine the features and
prepossession of the company.

1.2 Issue of the proposal and its importance

Research will show the Samsung company’s innovation skills and the new launch of
products in short span of time. Samsung is also known as the combination of
entrepreneurship and innovation skills and the reason behind its sustainable growth.
Although, they are the paramount substances for all the organisations in this dynamic
environment. The global enterprise is positively attracted towards the new creation. Few
years back the smartphone market was led by Nokia, Burberry and Motorola but in the
quite time Samsung has made his towering position in the market It was believed that this
company has low profile budget and sell cheap phones in the market. Concoction has played
a vital role and it ruled the electronics market in less than a decade. After the launch of
android smartphones, in this fierce competition Apple launched the IOS phones. The apple
production was also high but it never effected the Samsung sales. The company deals in
other products also with high quality and they are responsible for new features in the
household products, entertaining and advertising products, in all the sectors they have
served best and advanced technology to the consumers. The main issue of this research is
to disclose about the ongoing growth of the company till now. However, now there are
many other brands have confront to give competition to this company but still it has a
strong backbone and not has given a fall down. The importance of this research work is to
acknowledge about the strategies and marketing mix used in this organisation to administer
the high range of products.

1.3 My interest in this topic

As a business student, I have a high interest in the companies initial stage strategies and
about the entrepreneurship and innovation skills of the company and it is being proved that
the Samsung is the centre of innovation. However, they have introduced the first inventions
of the smartphones and there many other features in the smartphones they have
introduced like flash lights, apart from the smartphones they deal in other electronic
products like television, washing machines, hair dryer, etc with new features. I chose this
company because it has a powerful business culture and for an innovative company it is
very important to have a productive company culture that shape up in the best organisation
and to focus on the innovation skills and marketing strategies about the products. How they
satisfy there customer’s need and maintain the sustainable growth in the high competitive
market. As per my topic of entrepreneurship and innovation, I could not get a better
impressive company than this to analyse my topics. The study of the organisational
behaviour of this company. I want to bring light to the measures taken by them in this
management to workout and deal with such big production house.

2.0 Research aim and objectives

2.1 Research aim

A fair amount of research work has been conducted on this to subject of design
development of the products. As earlier we discussed that they deal with the high range
of products, therefore they must have strong supervision strategy and long term plans
for the further product launches, the particular introduction decisions of the company
in the market. This study will consider the marketing strategy and the deviations of the
commodities. The Samsung performance in the global market and there sustainability
according to the customers need. The goal and analysis would highlight the evidence to
terminate the Samsung’s history and the long term perceptions.

2.2 The research questions

The following questions will be considered during the research.

 What are the consumer’s viewpoint to Samsung’s market strategies?

 What does innovation mean to Samsung?

 What is the PIT in Samsung company?

 Earlier the Samsung company was known as the low profile company. They deal
within the cheap products and suddenly it just ruled the electronics market.
What does the strategy being used by the entrepreneur to maintain the high
performance?

 How they manage the high range of products and also about there
organisational behaviour?
2.3 Research objectives

With my thorough research work, there are some of the objectives I would like to focus on-

 To expose the factor that how satisfy there customer’s need

 To identify the characteristics they use to attract consumer

 To bring a light on the production skills

 To identify the strategies of there continual growth.

3.0 Literature review

Samsung mission and vision

In order to clear the concentrate study of Samsung’s strategy in the market, for that initially
we have to determine the mission and vision of the company of there products. They serves
many areas such as information and communications technology, construction, and
entertainment. Accordingly, to fundamental the drivers of the Samsung company that leads
to the marketing strategy decision in the electronics market.
The main aim is the initial point strategies and the plans used by entrepreneur to
acknowledge the concept of entrepreneurship. The questions mentioned in the objectives
will answer about the company ‘what it was and now what it is’.
The company needs to answer these questions to characterize there mission statement.
The vision of the company is the knowledge of there customers need and there value.
By answering all these questions, it will state that the determine the customer’s preference
then maintain the strategy in order to accomplish the desired goals.
Samsung’s objectives was focused on creating its brand and becoming innovative leader in
the market.

3.1 Overview of the Samsung capabilities

How the company is improvising its products, open resources and the corporate processes.
It refers to all the innovation strategies and models they worked for the better outcome.
For decades this process has been ongoing as the Samsung has been grown. The Samsung
management style is similar as the American style of management, they both of them are
concerned about the technology, brand and design of products. They are also concerned
about the talent requirements and the high performance. They both are linked together and
cannot be easily aparted. They both are deliberated as the arm to the big strategy
companies to maintain the big amount the manufacturing productions. The high strategic
foresight is required in IT business industry where people demand the fast advancing
technology. They have a creative organisation culture and strong based performances to
survive in such environment. The management styles are adopted by the Japanese style or
American style. The top level managers such as CEO considers the American style of
management while the operational management depends upon the japanese style of the
management. Although by this time Samsung is anxious about cutting its costs mainly in
huge manufacturing facilities which has been constructed globally.

Some of the Samsung products that have the social innovation the add wash washing
machine that allow the items to get rinse off and additional softener anytime. It comes with
the superior feature that makes it possible to done with the normal wash and is a time
saving activity. Which is preferable by the working women and makes it easier for them to
manage there household. This how they oversee the customers need and use the advanced
technology. Another example is of the revealed new curved television SUHD TV which
provides the perfect view for there customers from each and every angle. With the use of
ultra black technology they reduced the light reflection and offers the viewer to enjoy in the
less lightning environment

3.2 The disruptive ideas of company

The company was originally indulged within the Korea as a small export produced food and
sugar later on it switched to the electronic industry in late 1960’s. it has changed the
revolution from 2000-2010 a pioneer digital age or a time of revolutionary change
Samsung has released products like PDA phone, LCD TV, First Solar powered mobile phones
and world’s thinnest TV. The concept of development in this company is highly
recommended. The Samsung team cover ups all the innovative ideas, strategies, research
into a single fine concept that becomes the business ideal. The company always learns from
there competitors and improve there product accordingly. The Samsung products are
launched fast with respect to the market demand and the advanced features with low price
to keep there sales high. The company always tries to maintain the trend by differentiating
there products with advancement in design, function and feature. Precedingly, the Samsung
follow ups the low end market leader Nokia, when the Nokia tried up to change into the
smartphones and it was dealing with other problems. Samsung took the initiative and
launched the smartphones and followed up the Nokia in the market. It has catch up the
other areas as well with other advanced products than smartphones.

4.0 Methodology
The purpose of this study is to understand the marketing strategies used by the Samsung
company by the consumer perception. The study is locate as both descriptive research and
fundamental research and the main aim is to depict an accurate figuration of this situation
In this case, the study focuses on the approaches used by the Samsung company in order to
accomplish there goals or that are reason for the success of the Samsung products.
Exploratory research method is used in this research to provide better understanding of a
situation about the innovative skills of the company products and the strategies used at the
initial stages of the company. Quantitative data is used to analyse about the company by
using the Survey strategy in this research to collect the data. Questionnaire, company visits
and direct employees interaction are used to conduct the survey. This is efficient for this
research to acquire the proper information for the better understandings of the strategies
of Samsung company. It is possible to collect huge data in large population in a expensive
means. Although it is not designed to come up with the end answers. This includes the
interviews and telephonic conversations. This will lead to the proper large sample
quantitative analysis.

4.1 Justification of methodology

When exposing the attributes and consciousness about the customers on a topic of
strategies being used to satisfy there needs and in detailed interviewing and favourable
approach. The open end questions that leads to unexpected reflections that might use to
uncover the measures used by the company.

5.0 Research time table

Table 1 . Gantt chart

 This table represents the overview of the research work that will be conducted through
out the months I have to work on my dissertation. I hope to finish my work before the
deadline, to keep time for the revision.

6.0 Research ethics

However, I will be concluding the interviews with the employees of the company. I will offer
my informers full obscurity. All the recordings that being taped during the research will be
deleted once the research work is done. My study will consider the topic Enterepreneurship
and innovation it will be done by some informers help. Therefore, I will maintain the full
invisibility to my informers. Moreover I will make sure that my questions do not come across
the confidential information of the company.
 REFRENCING

Android Authority. 2020. Samsung Galaxy S Series: A History Of The Biggest Name In Android.
[online] Available at: <https://www.androidauthority.com/samsung-galaxy-s-series-history-1076790/>
[Accessed 1 May 2020].

Samsung Strategy and Innovation Center. 2020. Innovation | Samsung Strategy And Innovation
Center. [online] Available at: <https://www.samsung.com/us/ssic/innovations/> [Accessed 1 May
2020].

Business Case Studies. 2020. Samsung - Business Case Studies. [online] Available at:
<https://businesscasestudies.co.uk/samsung/> [Accessed 1 May 2020].

Emerald.com. 2020. Exploring The Synergy Between Entrepreneurship And Innovation | Emerald

Insight. [online] Available at:
<https://www.emerald.com/insight/content/doi/10.1108/13552550510580825/full/html> [Accessed 1
May 2020].

En.wikipedia.org. 2020. Samsung Electronics. [online] Available at:

<https://en.wikipedia.org/wiki/Samsung_Electronics> [Accessed 1 May 2020].