BACHELOR IN BUSINESS ADMINISTRATION

[PRODUCT DEVELOPMENT]
[BBCT2023]
ASSIGNMENT 1 - 20%

PREPARED FOR
[GNANA PRABHA KRISHNAMURTI]

PREPARED BY
KANNAIAH S/O RAJOO
201809040142
951111-10-5379

SUBMISSION DATE
[20th July 2020]
 Assignment Question

This assignment primarily focuses on "product failure/ flop". Student are required to
select a Brand of Product or Service Write about a product or service that was thought
to be the "next best thing since sliced bread", but failed.

Assignment Structure

o Overview

 Product and its features

 Function of the product

 Target Market for the product

o Company’s perspective towards the product

2 [BBCT2023] – Assignment 1
o Customer's perspective towards the product

o Media's perspective towards the product

o Other's Perspective

o You’re Recommendation (What could have been done to solve the problem?)
 1. INTRODUCTION OF THE PRODUCT – SAMSUNG GALAXY NOTE 7

The Samsung Galaxy Note 7 is a discontinued Android-based phablet designed, advanced,

produced and marketed by way of Samsung Electronics. Unveiled on 2 August 2016,it was
formally launched on 19 August 2016 as a successor to the Galaxy Note 5. It is Samsung's first
telephone with a USB-C connector, and the closing phone inside the Galaxy Note collection to
have a domestic button. Although it's far the sixth primary device in the Galaxy Note series,
Samsung branded its collection wide variety as "7" in preference to "6" so consumers could no
longer understand it as being inferior to the flagship Samsung Galaxy S7, and to prevent
confusion approximately the order of release because of the same launch year (2016).The Galaxy
Note 7 is an evolution of the Galaxy Note five that inherited hardware additives and
improvements from the Galaxy S7, together with the healing of expandable garage and IP68
water resistance, and new features which include a dual-sided curved display, help for excessive-
dynamic-range (HDR) color, improvements to the bundled stylus and new software functions
which utilize it, an iris popularity device, and a USB-C port. Demand for the Galaxy Note 7 upon
release changed into high, breaking pre-order information in South Korea and causing worldwide
releases to be not on time in a few markets because of deliver shortages. The Galaxy Note 7
received positive reviews from critics, who praised the exceptional of its creation, its HDR
3 [BBCT2023] – Assignment 1
support, in addition to its streamlined person interface, even though it was criticized for its high
price and increasing similarities in normal specifications to the primary Galaxy S collection of
phones. On 2 September 2016, Samsung suspended sales of the Galaxy Note 7 and announced an
informal don't forget after it was discovered that a manufacturing illness in the telephones'
batteries had caused some of them to generate excessive warmness, ensuing in fires. After a
formal U.S. Recollect changed into announced on 15 September 2016, Samsung exchanged the
affected telephones for a new revision which utilized batteries sourced from a unique supplier.
However, after reviews emerged of incidents wherein the alternative phones additionally caught
hearth, Samsung recalled the Galaxy Note 7 global on 10 October 2016, and permanently ceased
manufacturing of the tool an afternoon later. As a protection precaution, they distributed multi-
layer fireproof bins with packing commands. Due to the recollects, Samsung issued software
updates in a few markets that were supposed to "eliminate their capacity to paintings as cell
devices", including proscribing battery capability and blocking off their capability to hook up
with wireless networks. Samsung said that it intends to recycle reusable silicon and components
from the recalled models, and release refurbished fashions "where relevant".
 2. PRODUCT LIFE CYCLE – THE SAMSUNG

A. Introduction Stage

This stage of the cycle can be the maximum high-priced for a employer launching a new product.
The size of the marketplace for the product is small, because of this sales are low, even though
they'll be growing. On the opposite hand, the value of factors like research and development,
client trying out, and the marketing had to launch the product may be very excessive, especially
if it‘s a competitive zone.

B. Growth Stage

The growth degree is typically characterized by using a sturdy increase in income and income,
and due to the fact the agency can begin to benefit from economies of scale in manufacturing, the
profit margins, as properly as the general quantity of earnings, will increase. This makes it viable
for companies to make investments extra money in the promotional interest to maximize the
capacity of this growth stage.

4 C. Maturity Stage [BBCT2023] – Assignment 1

During the adulthood stage, the product is installed and the purpose for the manufacturer is now
to hold the market share they have built up. This is probably the maximum competitive time for
most merchandise and businesses need to invest accurately in any advertising they undertake.
They additionally need to recall any product modifications or improvements to the
manufacturing procedure which may give them a aggressive benefit.

D. Decline Stage

Eventually, the market for product will start to reduce, and that is what‘s called the decline level.
This shrinkage could be because of the marketplace turning into saturated (i.E. All the customers
who will purchase the product have already purchased it), or due to the fact the clients are
switching to a different kind of product. While this decline can be inevitable, it could still be
feasible for corporations to make a few earnings by using switching to much less-highly-priced
production strategies and inexpensive markets.
 3. PRODUCT FEATURES OF SAMSUNG GALAXY NOTE 7

When you're constantly connected to your phone making seamless transitions between work and
play, you need a phone that's big enough to deal with it all. So we designed the Galaxy Note7 to
think as big as you do. For you to get the most out of life the way you choose. The new features
of this phablet phone (smartphone + tablet), known for its “mini tablet” large 5.7 in. screen,
included: a water-resistant screen and stylus, an expanded high quality curved display on both
sides of the phone to make it easier and more comfortable to hold, an iris security scanner, high-
dynamic-range (HDR) video support, and a series of additional stylus features (from translations,
to screenwriting, glancing at multiple screens, and much more) and enhanced software for the
pen.

Design

We rethought the Galaxy Note7 from every angle. A dual-curved screen so you can do more,
better and faster. A rounded back so you can hold the 5.7 inch Galaxy Note7 comfortably in the
hand while using the S Pen. And continuing with the legacy of our previous Galaxy phones, we
5 made the Galaxy Note7 water resistant. This time not just the device, [BBCT2023]
but also the– SAssignment
Pen. So you
1

can carry on using your phone wherever you are.

Designed to be held by the curves on the back that flow to the front

S Pen

We changed the S Pen in the way it writes, the way it works and the way it thinks. To write like a
real pen because you use it to take notes, to sketch out ideas. To work without worrying about it
getting wet because you never know when inspiration might strike. To speak multiple languages
so you don't have to, and to communicate in other ways when words just aren't enough.
 3.1 THE SPECIFICATION OF SAMSUNG GALAXY NOTE 7

These specifications are for the Samsung galaxy note 7 model is as below:

Samsung Galaxy Note7 based on Android 6.0.1 and packs 64GB of inbuilt storage that can be
expanded via microSD card (up to 256GB). The Samsung Galaxy Note7 is a dual-SIM (GSM
and GSM) smartphone that accepts Nano-SIM and Nano-SIM cards. The Samsung Galaxy Note7
measures 153.50 x 73.90 x 7.90mm (height x width x thickness) and weighs 169.00 grams. It
was launched in Blue Coral, Gold Platinum, Silver Titanium, and Black Onyx colours.

Connectivity options on the Samsung Galaxy Note7 include Wi-Fi 802.11 a/b/g/n/ac, GPS,
Bluetooth v4.20, NFC, USB OTG, 3G, and 4G (with support for Band 40 used by some LTE
networks in India). Sensors on the phone include accelerometer, ambient light sensor, barometer,
gyroscope, proximity sensor, and compass/ magnetometer.

3.2 THE FUNCTION OF SAMSUNG GALAXY NOTE 7

6 [BBCT2023] – Assignment 1
The new Samsung Galaxy Note 7 is one of the best smartphones ever made. The phone is packed
with loads of great features, but there are six that stand out above the rest:

i) Water resistance
The Note 7 can survive under a few feet of water for up to 30 minutes. Even the S Pen stylus
will work under water. That doesn't mean you should go swimming or bathing with your new
phone, but you won't have to worry about dropping it in a puddle or the toilet.

ii) Wireless charging

The Note 7 can charge wirelessly with any standard charging pad. But if you buy Samsung's
charging pad, you can enable fast charging, which tops up your battery a lot faster than normal.
(Fast charging also works if you use the wired plug included with the phone.)
 iii) The best camera
The Galaxy Note 7 has the same amazing camera first introduced this spring in the Galaxy S7.
It's still the best camera available in a smartphone.

iv) A good curved screen

Samsung's curved screens have become a staple on the company's flagship phones, and the one
on the Note 7 is the best yet. It has a tighter curve, which gives the impression that the display
doesn't have bezels around it. The curved screen also makes the Note 7 much more comfortable
to hold.

v) Best curved design

The curved screen is only one part of the overall amazing design on the Note 7. The phone is
built from two symmetrical pieces of glass, and has a smaller footprint than the iPhone 6s Plus
even with its larger screen. Simply put, this is the best-looking smartphone ever built.

vi) Tons of storage

The Note 7 comes with 64 GB of storage built in, but you can add up to another 256 GB with a
7 [BBCT2023]
MicroSD card. And here's a sweet deal: Samsung will give you a free 256 GB –card
Assignment 1
when you
buy the Note 7 for a limited time.
 3.3 TARGET MARKETING OF NOKIA

Samsung’s targets a very wide range of consumers ranging from normal day to day usage
devices to industrial standard equipment. The usual target age group of customers range from the
20s to 50s or even older, as long as the person has the ability to purchase and use the products
that Samsung has to offer in the market.

Teenagers to early adults (age 14 ‘ 25) ‘ This age group of Samsung product consumers is
usually Samsung’s smartphone target customers as they are mostly technology savvy. This group
of customers is growing as Samsung saw that this group has more spending power in recent
years compared to in the past.

Adults (age 26 ‘ 50) ‘ This specific group of targets the largest portion of Samsung’s target
market as this is the group of consumers that have the most ability to purchase any of the product
Samsung has to offer in the market be it smartphones, smart television, cameras or any other
household products like vacuum cleaners or washing machines. This portion of customers will
continue to grow in the years to come.
8 [BBCT2023] – Assignment 1
 4. PERSPECTIVE TOWARDS SAMSUNG GALAXY NOTE 7

Samsung’s dependence on products is not entirely its fault.   The whole smartphone industry
(with the exception of Apple, the ultimate brand unicorn) seems to be built on an adage that a
brand is only as good as its last phone.

4.1 COMPANY’ PERSPECTIVE

The very core of Samsung company commitment to lead innovations in technology, products and
solutions that inspire communities around the world to join our aspiration for creating a better
world full of richer digital experiences. As Samsung company recognize our responsibility as a
creative leader in the global society, we also dedicate our efforts and resources to offering new
values to the industry and customers while fulfilling shared values of our employees and
partners. At Samsung Electronics, we want to create a future that is exciting and promising for
all together.

4.2 CUSTOMER PERSPECTIVE

9 As the technology and mobile world changes, Samsung is also changing its attitude
[BBCT2023] towards
– Assignment 1

customer experience. The idea is that as customers become more connected with their devices,
they can also become more connected to the brand. More devices means there is more chance to
build loyal Samsung customers for life.

4.3 MEDIA’S PERSPECTIVE

Media is always have special target towards every product that launched. in fact, they act is the
information and communication platform between the seller and buyer too it here is a pilot of
creativity it Samsung but it is ironic that we make simple and better feature of of Samsung
device to sell to avoid brand failure.
 4.4 REASON OF FAILURE (MOSTLY)

Samsung's probe into its Galaxy Note 7 fiasco has found that the overheating and burning of the
phones was caused by faults with their batteries. The firm had axed its iPhone rival in October
last year after an earlier botched recall and re-release. The recall is thought to have cost $5.3bn
(£4.3bn) and was hugely damaging for the South Korean firm's reputation. On Monday,
Samsung said that neither software nor hardware were at fault, only the batteries. Internal and
independent investigations "concluded that batteries were found to be the cause of the Note 7
incidents", the South Korean technology giant said in a statement.

10 [BBCT2023] – Assignment 1
 5.RECOMMENDATIONS

i) Samsung should have identified more customer problems and seriously thought about how to
address them .

ii) The problem of pricing should have been solved by offering better financing options to
purchase the vehicle such as leasing and installments.

iii. Better safety measure and testing should have been practiced by the management team to
ensure the product was ready for the market to avoid recall and public embarrassment.

iv) Respond, no matter what kind of situation you are facing, please remember to respond to your
consumers. Samsung’s response was too slow and useless.

v) Test before publish, think before say. If Samsung conducted enough tests before

vi) launch and the recall program; if Samsung didn’t say Note 7 was the “best

vii) smartphone ever;” if Samsung halted sales and production as soon as it knew the problem.

11 viii) Use your social media. Samsung didn’t post anything on Facebook and Instagram.
[BBCT2023] I am not
– Assignment 1
sure if it is because these social media are not so useful, but I believe using social media
efficiently to respond and communicate with consumers is important.

ix) Never manipulate the public. It’s unbelievable that Samsung deleted some of the explosion
posts on social media in China and South Korea. Never use privilege when your company is in
trouble. Otherwise, the public would distrust the company
 REFERENCES

http://www.techweb.com.cn/tele/2016-10-11/2407194_7.shtml
Note 7 从爆炸到停产 回顾三星最艰难的 47 天 (The hardest time for Samsung, Note 7’s explosion
story) TechWeb 2016.10.11 11:21:29
http://news.imobile.com.cn/articles/2016/1023/172347.shtml
理性看待 三星 Note 7 爆炸事件始末回顾 (Samsung Note 7’s explosion crisis review) Home of Cell
Phones / Xinyu Wang 2016-10-23
http://bgr.com/2016/08/24/galaxy-note-7-features-explosion-photos/
Photos show the aftermath of a Galaxy Note 7 that exploded while charging LG / Zach Epstein August
24th, 2016 at 9:16 AM
http://www.reuters.com/article/us-samsung-elec-smartphones-timeline/timeline-samsung-
electronicsgalaxy-note-7-recall-crisis-idUSKCN12A0U1
Timeline: Samsung Electronics' Galaxy Note 7 recall crisis Reuters / Reuters Staff OCTOBER 10, 2016 /
5:00 AM
https://www.digitaltrends.com/android/samsung-halts-galaxy-note-7-shipments-phones-catching-_ire/

12 EVERYTHING WE KNOW ABOUT SAMSUNG’S GALAXY NOTE 7 RECALL Digital Trends / Kyle
[BBCT2023] Wiggers May
– Assignment 1
17, 2017 10:00 am
http://time.com/4526350/samsung-galaxy-note-7-recall-problems-overheating-_ire/
A Brief History of Samsung's Troubled Galaxy Note 7 Smartphone Time Tech / Kate Samuelson Oct 11,
2016
http://www.scmp.com/week-asia/business/article/2029495/seven-lessons-samsungs-galaxy-note-7-
crisis
7 LESSONS FROM SAMSUNG’S GALAXY NOTE 7 CRISIS SCMP / CHANG SEA-JIN 19 OCT 2016