Table 3 Customer value proposition (CVP) of Samsung
From: Designing dynamically “signature business model” that support durable competitive advantage
PERFA framework of CVP | Definition | Propositions delivered to create and capture value (organized by building blocks of business model and dynamic capabilities) |
|---|---|---|
Performance (value captured by the company) | The way the organization works with the aim of serving best their customer while doing so profitably | • Samsung play a part in creating better life for the world. • Samsung is market leader in R&D, marketing, design. • Samsung is regarded as one of the most innovative companies in the world. • Samsung is the most profitable consumer electronics company in the world. • Samsung is the most successful globalizer of the previous generation. |
Ease of use (value delivered to the customer) | Degree to which customers believe using a certain product will be effort free | • Samsung creates products not only which are well design, interactive, have technical elegance but also their products are easy to use. |
Reliability (value delivered to the customer) | The ability of a product to deliver according to its expectations | • Samsung’s Quality Policy requires that they deliver on the basis of an effective quality system the best products and after sales services that exceeds customers’ requirements and expectations. • Samsung has satisfied consumer requirements through broad range of quality management’s system achievements like the ISO 9000, TL 9000 and the QS 9000. • Samsung products carry a full warranty for the period specified. |
Flexibility (value captured by the enterprise) | Organization’s ability to reallocate and reconfiguration its organizational resources, process and strategies as a response to environmental changes | • Samsung through continuous innovation establishes and sustains its competitive edge. Using creative and innovative technology Samsung creates new lifestyles and new markets. • Samsung continuously review the consumer needs and patterns. It finds out what consumer need and then company creates products that will satisfy those needs. • Company also follows what competitors do and then creates products that will be better than their competitors. |
Affectivity (value delivered to the customer and value captured by the company) | Feeling or emotions associated with using organization products and services | • Samsung believes that they have a responsibility to help improve society – they make eco – friendly products in the most eco-friendly ways possible, to support the less fortunate in the community and to help celebrate and preserve heritage and culture. • Samsung tries to make the world a better place to live by helping the domestic charities and by having volunteer programs. • Samsung has products that are design to satisfy consumer ever changing needs and preferences. • Samsung brand is associated with quality products – it is seen as solid brand. • Samsung localize content and services assuring customers of the availability of products and service support for their Samsung devices. |