When I first found this article from Lily Du’s blog, I was totally attracted by the clever decision made by Samsung. The strategy of exiting recessionary laptop market is a way that Samsung can avoid further loss in this division and turn around to a more active market of tablet. However, it makes me to think further about disruptive innovation. When apple first introduced iPad to the market, just as Lily mentioned, it was met with criticism for simply being a glorified iPod. But 4 years later, the iPad has reached a huge success as an incomplete substitute of laptop as it provides people with a much lower price with a more convenient product to carry, which has almost the same function like laptops.
Now, Samsung is doing the same thing like Apple now. They are not only constantly focusing on sustaining innovation, but also doing more efforts on disruptive innovations like tablets and mini player which are target to smaller target market with simpler product function and lower price, attracting more specific clusters which can offer the company a new opportunity to fulfill the customers.
I believe the strategy Samsung make is not a retreat, but a big step on disrupting traditional marketing ideas and decision.
Lily Du’s blog: https://blogs.ubc.ca/lilydu/
picture from: https://www.google.ca/search?q=tablet+samsung&rlz=1C1CHWL_zh-CNCA609CA609&espv=2&biw=1366&bih=621&source=lnms&tbm=isch&sa=X&ei=tT5EVP2OGsfEiAL_tYC4BQ&ved=0CAYQ_AUoAQ