Intellectual Property and Innovation Essay

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Marketing Strategy

The Samsung Approach -- Brand Identity / Awareness / Recall -- Essentials of a consumer brand

These days, the Windows and Android operating systems are arguably the best of the pack with Android getting 80.7% customer use and the title of the best and most-used OS globally. Android OS, which can also be applied in the educational sector, is an open source OS which gives its user the freedom to mount applications bought from other producers as well as untrusted developers (Divya & Krishnakumar, 2016). The brand Samsung, enjoy relative customer appreciation in America and it ended the year 2009 leading the mobile markets. One of the foremost measurement indexes for preferred mobile brands, Brand Keys Customer Loyalty Engagement Index, carries out surveys of phones based on customer appreciation of mobile performance and design. From their smartphone and mobile survey, the highest ranked brands were Apple, Samsung and Blackberry in descending order. Samsung's intensive brand promotions have had huge effects on the customer base, an effect identified by Mile Luttrell of Brand Keys. In Mike's report, he disclosed that from the surveys, 54% of customers would prefer an iPhone while the customers who would go for Samsung increased by 5% due to their intensive sponsorship and promotion activities. One of their biggest promotions till date was their sponsorship of the Athens 2004 Olympics, one which raised the brand awareness from 57% to 62%. This promotion equally helped shape its reputation and image which led to a sharp rise in sales (Azzawi & Nzube Ezeh, 2012).

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The IBM Approach -- High-margin business / Invest in long-term solution offerings

Due to the development of new work processes and the yearning of workers to effectively juggle both personal and work careers, several firms have started providing less rigid work plans in order to attract the top professionals and to keep their best workers happy (Stiles & Trevor, 2006).

i. Leadership Development -- A common factor of the studied top companies is their focus on developing leadership capability in its workers. Also, though every single company studied backs skill development and knowledge training, a fraction of these take it more serious than others. Take for example; IBM spends over $700 million every year in training and increasing the knowledge of its employees. Their workers expend an average of 16 million hours in a year, which means around 50 hours each per worker, getting trained via web-based lectures and activities or via normal classroom lectures and practical activities.

ii. Diversity programs -- These are developed and mainly used by the studied companies in attracting, training, keeping and encouraging talented individuals. One example of a company which have taken greater pain in showcasing and improving the abilities or potential among their pool of workers is IBM. IBM achieved this by creating a sense of appreciation of variety, which they enforced in all sectors of the company with the aim of hearing different views on the problems which are general or specific to a sector.

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