Marketing Design and Innovation: Smart TV's
Name: O. Holder
Course: MBA
Tutor:
Date:

Acknowledgement

I would like to acknowledge my professor who has been with me in every step during this course, and guidance he has given me when writing this dissertation. Without you, this document would not have been a reality. I would also like to acknowledge my colleagues, friends and family members who played different roles in making it easy for me to write this dissertation.

Executive Summary

Marketing design and innovation has gained massive relevance in the electronic industry where competition has reached the cut-throat levels. The Smart TV industry is one of the most affected industries where firms are fighting to retain their competitiveness. Samsung Smart TV is one of the products that have found themselves in this competitive environment. The marketing team of Samsung has been coordinating closely with the production unit to ensure that the design, colour, shape, and functionality of the product meet the needs of the market. The marketing approach taken by the firm must be innovative enough to appeal to the emotions of the customers in order to influence the buying decision. Strong brands are very helpful in such competitive environments.

Table of Contents
Acknowledgement 2
Executive Summary 3
Introduction 5
Critique of Television Sets Features, Benefits and Values 5 Critical success factors, phases of innovation, and timeline 7
Analysis 7 Comparison of Leading Brands of Television Sets and Their Design Factors 7 Design and Innovation of Smart TV 9 Product and service process 10 Shape, colour, design, imagination, relevance, and usefulness 10 Style, form, reparability, conformance, performance 10 Gestalt ratio 11 Market