Samsung Electronics (Public Relation) - Research Paper Example

? Samsung Electronics (Public Relation) Affiliation with more information about affiliation, researchgrants, conflict of interest and how to contact Samsung electronics Description of organization: Samsung electronics is the flagship subsidiary of the Samsung group, which is a multinational conglomerate, with its head quarters situated in Seoul, South Korea. With gross revenue crossing $117 billion, it is well on its way of becoming the largest electronics group in the world. The Samsung Company manages more than 65 networks and branches across the globe, having as many as 157000 employees. Currently, Samsung electronics manufacture and sell a wide range of home appliances and electronic devices including personal computers, display systems, refrigerators, washing machines, microwave Owens, mobile phones and so on. Statement of the situation: Samsung needs to improve its public relations in order to increase the sales of its new products and to maintain its brand image. Since there are a large number of subsidiaries to Samsung electronics, appropriate public relation strategies are needed in order to resolve potential problems. Samsung always tracked the latest technologies and moved accordingly. The company’s status varies from field to field. Samsung has never looked back since it has entered into DRAM or Dynamic Random Access Memory business in 1983. Despite of being dominant over other electronics companies existing today, the company always adopts policies, which can lift their reputation among the people. Its current policy of emphasizing on innovations is mainly encouraged by the future situations. The company is well alert on the matter of future downfall due to a fierce competition from the Chinese electronic manufactures in the field of memory chip making and electronic devices due to their policy of aggressive market expansion and low manufacturing cost. Therefore Samsung electronics need to have a strategic public relations plan, which will improve the company’s brand image. Since there are many branches and networks operating all over the world, the company can’t ensure the better working conditions of each of its employees. This can cause disinterest among employees towards the company’s goals and this will affect the public relations management of the firm negatively. Key strategies: The key strategies of Samsung’s new policy in improving public relations are: To be able to gain trust among the people so that they are always ready to depend on the company’s technologies spontaneously and without much effort from the company’s side. To be able to promote its name to increase the sales to considerable amount. This is not a difficult task keeping in mind that they are the dominant force in the market. To concentrate mainly on the changes that are required to withstand the future crisis basically from rivals as well as customers preferring other brands. To ensure better relationship with the consumers, by providing them the facilities they require. Strategic objectives: To achieve 100% customer satisfaction so that customers feel that Samsung’s latest technology is better than any product of the other companies. This will improve the public relations of Samsung electronics. To achieve 100% employee satisfaction. This is one of the best methods in improving public relations, that is, by gaining complete support from the employees. Having a strong commitment to the public as Samsung has invested in a sustainable electronics recycling program by teaming up with Global Electric Electronic Processing (GEEP) Key publics: Customers: As the main feature in any business organization is its customer, customers should be well aware of the new policies of the company. Since it is dominating over the electronics device departments, there will not be any lack of trust among the customers. The present customers that we have are more than satisfied with Samsung electronics and this paves a new way for the future prospective customers. With awareness of new policies, the company can expect an increased loyalty from the customers, as they happily and readily trust the company. As the policy of new innovations is to be first in any technology, new customers will be encouraged to try the products. As the idea is to strengthen the future, there will always be an option for attracting customers in the future as well. As the new policy can lead the company in the path of advanced inventions, the first hand customers will always rely and be dependent on the company. This will help improve the public relations of Samsung electronics. Employees: The employees must be made aware of the new strategies and aims of the company and make them work for that in an effective manner. As Samsung is a reputable organization, the employees should be proud of themselves of being able to work with Samsung electronics. The success of any company lies on the collectiveness and willingness of the employees. Samsung electronics has diverse employees even though it has been difficult for proper management but efficient HR management policies have been quite satisfactory in solving the problems of employees. Internal organizational structure in Samsung electronic firms is strong. Partners and stakeholders: Samsung’s partners, shareholders and stakeholders are its pillar strength. The partnership with IBM has proved to be very successful. As the company had foreseen the future crisis and is preparing to counter that, the shareholders should announce their complete support for the venture. They should strengthen their support to increase the competitive ability of the company. They should be well aware of the various policies of the company and changes that is required in this field. Samsung’s corporate responsibility plans are in place and are one of the best. Key messages: There has been a shift in the management system of Samsung. In order to advance its operations and to control the market, Samsung has space for two refined personalities who occupy the CEO position of the firm rather than one person at the helm of the affairs. Samsung electronics is the leader in the production of digital electronic products and its products are divided into several classes which are mainly home, office, and mobile network. Therefore Samsung has a wide market share and will gradually occupy the biggest share in the world’s electronic market. The company has gained the achievement of the biggest IT maker by surpassing the erstwhile leader Hewlett-Packard. Samsung is in the leading position in the competition between various electronics brands. The release of Samsung’s Galaxy tablet was in competition with Apple’s ipad tablet, thus the urge for satisfying customers is high in Samsung electronics. Brainstorming Grid: Integrated Tactical plan to Improve Public Relations Management: Visual medium: TV commercials – TV commercials form an important part for improving the brand image of Samsung electronics. TV commercials are able to create a very powerful impact on the viewers and they become aware of the latest products as well as the latest launches of Samsung electronics. Press conference – press conferences are a main focus and it happens when companies invite journalists so that they can be told about the new products and where specific topics about the firm can be discussed which would build its public image. Samsung electronics, through its press conferences can attract much market potential needed for the firm to flourish. Print medium: New product releases – new product releases will be made in newspapers and gadget journals and all other electronic related magazines so that before the launch of the product the product is in the minds of the public and the public will start dreaming about what all can be done with those new products and what a different life they would lead with the entry of the new gadget in their house. This will help Samsung’s product releases to be more market oriented. Pitch letters – A direct form of communication to journalists of major newspapers, for them to acknowledge the new products so that the products are known before its launch in the market. This will help Samsung’s product releases to survive competition and the public relations will improve. Digital journal – An article in the digital journal is sure to engage the interest among the public about the new innovations and also abut the existing products in the market. People who are crazy for electronic gadgets are sure to go through the journal and this will improve the market share of Samsung. Network social sites: Sites like facebook and twitter have sufficient space for advertising and let the users know more about the products of the Samsung electronics and, thus, elevate the brand image of the firm. Increase in product promotions happen through these social networking sites and Samsung electronics can enhance its brand image more effectively. 9. Budget: Tactic Samsung hours (@ $100) Outside Costs Notes Advertising - 10 TV: 10 x $300 = $3000 Total = $3000 Pitch Letters (3) 6 6 x $100 = $600 x 3 Total = $1800 New product releases (5) 10 10 x $100 = $1000 x 5 Total = $5000 Upkeep of Online/Social Media 10 10 x $100 = $1000 Maintenance - 9000 Total = $10000 2 websites Timescale provided in the excel sheet: Reference List Case Studies. (2011). APEX Public Relations Inc. Retrieved April 4, 2011, from http://www.apexpr.com/our-results/case-studies/Samsung-Electronics-Canada-Inc./Samsung-Sustainable-Electronics-Recycling-Program Read More