2. SUMMARY
The Samsung group was founded by Byung-Chull Lee in 1938
In Korea.
In 1966thr group funded JOONG-ANG development an
entrainment and service company
In 1987 Samsung was set up a advance institute of technology
In 1969, Samsung electronics
manufacturing co. was incorporated.
“second foundation”- to become
modern world class
corporation – 1988
The 1990’s saw a series of
technological innovation
In 1984 SEMC was renamed
as Samsung electronic
3. SAMSUNG’S FOCUS ON DESIGN
INNOVATION
Journey towards excellence started in 1993.
Display looked unattractive compared to
competitors.
Ignorant behavior of sales personnel
Too much attention to volume & cost of
production
Policy of focus on quantity
rather than quality
Beginning of design era in
the country
4. DESIGN PhILOSOPhY
Incorporation of Korean values
8th century Buddha, - “Balance of Reason & Feeling”
Reason is sharp-edged & very geometric
Feeling is soft & organic
Reason & feeling
approach had six
“guiding principles”
5. SAMSUNG’S DESIGN STRATEGY
Creating Global Brand Identity Samsung ‘word mark’ logo.
Implementation of Global Brand Communication Strategy.
New Design management Centre at Seoul in South Korea .
Opened Usability Lab.
World wide Design centres of Samsung.
6. BRINGING cUlTURAl chANGES
Efforts were made to first create a design-friendly culture.
But ACCD curriculum just did not suit the culture at
Samsung initially.
E.g. south Korean encouraged to ask question to elders
according to curriculum.
Realisation of to come out
of environment.
7. SYSTEMATIc & pRocESS
chANGES
Samsung redesigned its system and process to improve the design
delivery process.
Designers began to enjoy as much, if not more ,authority as
engineers and marketers.
Collaboration between different departments
became a key aspect of
new product development.
8. SAMSUNG’S DESIGN SUccESSES
Popularity of bulkier projection TV’s was waning
One of the best-selling brands in large high-end TV’s
List of IDEA winners
20th position in Top
100 Global
brand survey
9. ConvergenCe produCts
Providing great looking , hybrid products
Vision was “To lead the digital convergence revolution”
Samsung launched –
Camera phones
DVD player
Refrigerator
10. CritiCism
Lack of coherent design.
Some designs were poor.
Unrealistic price.
Poor user interface.
Development goof-up.
11. design for a Competitive
edge
Design a differentiating factor.
Price premium.
Customer loyalty.
12. outlook
Sync master 971P
New Partnership
Elite CNB (Creating New Business) Group
Net profit of $ 2.16 trillion