Table 1 Dynamic capabilities of Samsung

Smartphone (Galaxy)

Existing Smartphone’s were too expensive and not always provided phone functionality (specific features) for affordable price or did not provide them at all

Samsung offered portable device, which combined features of tablets and Smartphone and at the same time could compete by the low retail price with iPhone. The screen of the Galaxy is even larger than in iPhone, it has intuitive interface and provided new Smartphone features. For example it is possible to switch pages by eye, use your Smartphone to switch the TV channels etc.

Continuously following to the innovations the competitors have made and adapting them as fast as possible. Investing large amount of money in technology development and personals’ education. Launching huge promotion campaign.

Samsung became world’s Nr.1 Smartphone producer and the main rival of the iPhone Smartphone. People appraised Samsung Smartphone’s functionality, design and the price level of the production.

LCD displays, TV

Samsung realized that there is opportunity to enter new market – 3D and Smart TV segment

Samsung was one of the first manufacturers that offered Smart TV and offered high quality 3D TV. It could be used not only for watching TV, but also games and other entertainments

Continuously improving quality and production costs. New TVs are constantly being developed, new functions are being added.

Now Samsung is one of the few mass market manufacturer to offer a 105-inch curved Ultra HD television

Is one of the leading companies in the TV production segment

Tabs

Samsung noticed customer need for big screens, and need two write notes by the hand (for Asian market it is important to be able to write symbols by the hand)

Samsung Galaxy Note Phablet is a classic example of value innovation where it eliminates the need for two devices Smartphone and tablets raises the product utility through big screen that enhances the browsing and multimedia experience and Stylus that facilitates sketching, note-taking and annotation.

In its latest Galaxy Note 3 Samsung added a smart watch Galaxy Gear that adds even more functionality. Stylus reduces the need for carrying the notebooks or papers for note taking during meetings and conferences

Samsung tabs are very popular around the customer

Samsung other appliances

They could provide the same quality products with lower costs. Samsung started to manufacture more qualitative products than many other manufacturers, their devices usually have better design and wider functional range.

Samsung offered devices, which could compete by the price and quality.

Samsung has introduced several models of digital cameras and camcorders, several models of home appliances (refrigerators, washing machines, dishwashers, ovens, microwaves, cookers, cooker hoods and vacuum cleaners), as well as several models of audio technology

All the devices are constantly updated, upgraded and improved, new functions and potentials are being added. In 2010, the company launched the NX10, the next-generation interchangeable lens camera. In 2010, the company started marketing the 320Gb-per-disk HDD, the largest in the industry.

In the MP3 player segment, Samsung has launched the world’s-smallest DivX MP3 player R1.

Leading company in producing this kind of products.

In 2009, the company took the third place in the compact camera segment. Since then, the company has focused more on higher-priced items.

In the area of storage media, in 2009 Samsung achieved a ten percent world market share, driven by the introduction of a new hard disk drive capable of storing 250Gb per 2.5-inch disk.