Project innovation management--Samsung Essay Example | Topics and Well Written Essays - 750 words

Project innovation management--Samsung - Essay Example The innovative strategy of this company has come to rely on external scientific expertise as a means of ensuring that only the latest and the most viable ideas are taken into consideration and developed into products. In this way, Samsung has been able to pursue a strategy that is consistent with its innovative goals. Samsung has over the years come to develop an environment which is extremely receptive of the market forces. This environment has been developed in such a way that the company always remains conscious of the swift changes that are taking place in the business environment and instituting changes accordingly (Michell, 2010). The ability to foster change in such a large company has become enshrined in the company’s culture through it motto â€Å"Work Hard, Think Hard and Build Trust.† The result of Samsung’s putting into consideration the need for constant change has been that it has had to develop an environment where its employees are receptive to change. The Work Smart part of its motto seems to foster this new type of receptiveness because it suggests to employees that they have to ensure that they are conscious of the business environment and should be ready to make changes accordingly in order to cater for market demand. It further suggests that employees need to constantly be ready for any possible changes that might be implemented in order to increase efficiency. The Think Hard aspect of Samsung’s motto suggests that innovation has become a part of its corporate culture and it is this that has ensured the company’s success in recent years as a leader in the electronics market (Kim, 2011). Not only is innovation among its employees encouraged, but it has also become the basis upon which Samsung has been able to compete with its major rivals in the market, especially Apple. Think Hard suggests that the company has come to put

Write a case study about Cadbury company Essay Example | Topics and Well Written Essays - 3000 words

Write a case study about Cadbury company - Essay Example This very high share of the market reinforces why Cadbury company continues to focus heavily on developing new marketing strategies in order to make their chocolate products stand out from competition. In the late 1990s, Cadbury developed an internal mechanism deemed the formal suggestion programme which was designed to receive various stakeholder feedback regarding the viability of Cadbury products and the company’s marketing efforts as a means to improve the Cadbury image (Myers, 1999). This tends to reinforce that the company remains strongly focused on marketing and branding strategies in order to differentiate Cadbury products from other competition. Currently, in terms of marketing strategy, Cadbury appears to be focused on differentiating its chocolate products from those of competitors by focusing on both quality and by utilising humour in its contemporary marketing approaches. One of the company’s most notable brands, Cadbury Dairy Milk, has utilised television promotion which utilised a drum-banging gorilla in order to link the Cadbury brand with a more flexible, humorous and modern organisation. This ad appears to have achieved significant sales successes for the Dairy Milk brand, prompting the company to allocate a significant cash budget to produce a sequel to this humorous promotion (Dutta, 2008). Says Phil Rumbol, the marketing director of Cadbury, â€Å"We recognised that gorilla had an enigmatic, almost random element to it that audiences had responded to, and had generated masses of debate online† (Dutta, 2008, p.2). This represents a significant change from previous marketing efforts at the company, which attempted to place the company, in the minds of the consumer audience, as an organisation which is committed to tradition and confectionary excellence as part of a more upscale marketing focus. It seems that today, in order to make the company more appealing to mass markets and modern audiences, some of