CORPORATE STRATEGY

Presentation Notes
Date: 11 Oct 2021
Lecture No: 7

Topic: Sony Vs Samsung

Specific Points Covered

Sony Distribution Indicator: Market share is a distribution indicator where

Market share is the no of TV sold by your brand/total TVs sold).

Market Share: Market Reach x Weighted retail penetration-(availability

in stores)

First time buyer is a Non-Category User. The market share comprises

of both first buyers and

How will you improve the market share: Increase either MR or WRP

However, WRP should not be 100% as it will have higher cost of

logistics and less drive for competitions between buyers.

Sony’s strategy was focused on innovative products at economical

pricing

Sony does not have market share more than 10%

Sony did not invest in screens as well and had to buy from Samsung as
well

After 2013, Sony spinned off TV from its consolidated reports as well
as it was not much of a earning bone. Sony has not even covered
much price points. Sony is in consolidation mode and restructuring,
reducing overheads.

Sony is trying to follow Apple model as they are trying to outsource

overheads which is leading to reduce the Assets.

Samsung Samsung’s strategy is focused on Superior innovative product at

 CORPORATE STRATEGY

premium pricing, it is a best provider strategy as they also offer

multiple price points. Product Development: Samsung has a stronger
RnD which works on look and feel of the product. Branding: RnD and
innovation-Features are focused while positioning the brand as well.
Emotional element was also catered through the feel element as
shown in the ad. HR: Hr also works towards the harmonious goals of
innovation, for that they hire innovative people who can sustain.
Innovation based ideas are gathered from 126 countries. Management
is also from diversified background. In order to retain employees they
treat and train employess really well.they also have flexibe
environment and promotes innovate thinking

QLED was first launched by Samsung

Samsung is sensing and seizing opportunity appropriately

They make their own screens as well and has their own plants.

Samsung has 20% market share in the industry.

Samsung has multiple price points as well that caters multiple markets
to increase the market share.

Assignment What are the distribution indicator of market share