GDA 686

Case Studies in
Advertising & Public
Relation
MUHAMMAD AMIRUL ASHRAF BIN ZULKAFLEE
2016354529

MOHD AKHMAL ADIYAN BIN ABDUL SAMAT

2015149771
About

The Samsung name is known around the globe as a conglomerate

whose brands are assigned to products in construction, defense
areas, insurance, entertainment industry, advertising, electronics,
and more.

Samsung was established by Lee Byung Chul in 1938, The name

was a translation of korean language which is Three Star which also
a definition of something big and empowers. Samsung started to
expand their business on telecommunications industry in 1988
where their first phone had been introduced to the world.
Lee Byung-
chul
Founder
Phone collection

Latest : Galaxy Note 9

Galaxy S family
First mobile
Phone 1988
Who?

People that involve in this case studies is Samsung Company

and the customer of their product (Galaxy Note 7)
 Where?
On Aug. 2, 2016, Samsung officially unveiled Galaxy Note 7 in New York. 17 days later, Samsung
starts to sell Note 7 in U.S.

On Aug. 24, 2016, the first explosion case was reported in South Korea. On the same day, a Samsung
Note 7 exploded in China.

On Aug. 31, 2016, another post published on social media in South Korea. However, Samsung
deleted the message and paid compensation to the user privately (this information was blocked
until the end of the crisis).
So what can cause the explosions? Why?
Samsung sealed a sizable 3,500mAh lithium-ion battery into a 7.9mm thin smartphone, but half of the
Note 7 batteries were made by its subsidiary Samsung SDI and didn’t properly fit into the android
phone.

The subsequent overheating caused the first round of battery explosions and fires throughout August
and September, and a handful of the incidents were caught on video or in photos.
 What ?
The course of action is to exchange and recall Note 7.

The leader of samsung electronic took effective

action to apologize to the consumer, and guaranteed
to do everything to solve this problem

Samsung Electronics paid for the exchange and

recall program.

Samsung did a thorough research on the explosion

crisis, found the reason and published the
conclusion. Although it was late, it was a signal that
Samsung cares about the consumers’ safety.
When ?
When the action was taken the customer feel
appreciated.

When the customer ask about the crisis they have

short memory about its is mean that Samsung handle
the situation well.