Assignment brief – Critical Report (3,000 words) 100%
| Brief |
In early September 2016, Samsung Electronics Co. Ltd. (Samsung), a leading manufacturer of smartphones headquartered in South Korea, released the new generation of its flagship smartphone, the Galaxy Note 7. Despite initial positive reviews and a strong market reception, just eight days later, Samsung voluntarily recalled 2.5 million of the smartphones, after receiving reports of the devices overheating and catching on fire. The problems persisted even with the replacement device, and the company decided to cease all production and sales of the Galaxy Note 7 in October 2016. Samsung faced a highly commoditized market, decreasing global demand, and increasing competition, but the company now also needed to deal with one of the biggest recalls in the history of the industry.
Based on this case, please analyse and discuss what had gone wrong, and How could the company move forward?
This case study offers you the opportunity to assume and discuss the decision-making position of an executive of this multinational conglomerate; gain exposure, at a basic level, to the diverse array of challenges during crisis management; understand the importance of effective communication to relevant stakeholders; practise management oversight on a layered issue; and study a recent and relevant example of a notable technological failure in recall history. You are required to use Design Management related theories to support your analysis and discussion.
Your analysis and discussion can include but not limited to the following perspectives:
1. What are the characteristics of the smartphone industry?
2. What are Samsung’s key strengths? What is the nature of the product quality problem faced by Samsung? Which of Samsung’s organisational practices contributed to the problem?
3. Analyze the timeline of key events during management of the recall crisis of the Galaxy Note 7. Identify which actions were significant and why. Recommend other communication strategies that could have been implemented.
4. What went wrong with Samsung’s recall strategy?
5. Identify Samsung’s stakeholders. Which stakeholders did Samsung cater to in the recall?
6. What values did Samsung exhibit during the recall, and how did these values affect Samsung’s actions?
7. What should Samsung do now and in the future?
Structure for Writing Your Assignment
1. Title page
2. Executive summary
3. Introduction
4. Analysis of the case
5. Details of discussion
6. Conclusion and recommendations
7. Harvard format References (additional words)
8. Appendix (additional words)
Visual Do’s and Don’ts
• Do use images to illustrate your essay where relevant to support your text.
• Do reference all images correctly using the Harvard referencing guide.
• Do not use images that are not connected to your assignment text.
• Do not use images out of context or simply for ornamentation.
Document Style Guidelines
• Titles should be at the top of pages.
• Pages should be numbered
• Bullet point lists should fit onto a single page.
• Font, Arial size 12
• Double Line Spacing
• Margins: 2.5
