Page 168 - Cambridge IGCSE Business Studies

Cambridge IGCSE Business Studies Section 3 Marketing

CASE STUDY Samsung

Samsung electrical products

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R&D at Samsung
Innovation is crucial to Samsung’s business. As United Kingdom, Russia, Israel, India, Japan and
new technologies are being constantly introduced China, as well as other research centres and uni-
to the market, speed is essential for remaining versities.
competitive in today’s digital era, and new markets A critical way that Samsung responds to the highly
have to be pioneered continuously. uncertain business environment and the increas-
Innovation is a global enterprise at Samsung. ingly competitive marketplace is through our
Our research and development network spans six commitment to research and development (R&D).
Samsung centres in Korea and 18 more in nine Each year we invest at least 9% of our revenue in
other countries, including the United States, the R&D activities.

Source: www.samsung.com

ACTIVITY 12.1

Look at the brands below. All of them except for one is listed in the world’s top 100 brands by revenue earned.
Can you identify what each brand sells? Why do you think they are successful?
Vodafone Hitachi
Shell FedEx
HP Canon
Kodak Hyundai
Nike Tata