Samsung Quality Issue Management

Samsung smell Issue ManagementHarsh YadavREFLECTIONSAMSUNG NOTE 7 (QUALITY ISSUE)IntroductionSamsung is one of the leading engineering giants around the globe encompassing numerous commerce sectors like electronics, construction, life insurance, etc. in its portfolio. With its headquarters in Seoul, Samsung Electronics, one the various affiliates of Samsung group has been competent to retain highest market share (21% 23%) in smartphone business in the past couple years, beating its major competitor Apple by a huge margin of around 9% (International Data Corporation, 2016). On 19th August, 2016, Samsung released its latest smartphone model named Samsung Galaxy Note 7. Considering the success of its previous versions, Note 7 was supposed to be a major competition for its rival iPhone. Unfortunately, within 2 months of its release, Samsung had to discontinue its manufacturing in October 2016 due to some quality rationalizes with its battery, as thither were many cases reported wher e the battery suddenly caught fire.ImpactIt was a huge blow on Samsungs brand image as its latest smartphone release was liner major quality issues. This not only affected the companys reputation but also raised the fingers on its research and evolution department, which is known for its innovative designs. Moreover, this issue was putting the safety of the Note 7 customers at a huge risk. According to the United States Consumer Product Safety Commission, around 90 incidents of battery heat up were reported along with 55 incidents of property hurt and 26 incidents of burns in the US, all due to Samsung Note 7 (Chen Sang-Hun, 2016).Samsungs next stepFor damage control, Samsung had to recall its 2.5 million released Note 7 handsets (Mozur Lee, 2016). In its official statement, Samsung requested the customers to get their devices replaced at nearest Samsung store for a safer Note 7 device. As it was the worst quarter of a year for Samsung in past few years, the replacement sets a lso started facing the same issues and the company had no other survival of the fittest but to order for the second recall for all the available Note7 devices in the market, including the so cal direct safer replacement devices. The company assigned two separate teams for investigating the parentage cause of the problem. Ultimately in October, 2016, Samsung officially discontinued producing Note 7 handsets, incurring a loss of around $17 billion in confounded sales from its expected sales of around 19 million units (Carlon, 2016).Root CauseAfter this tremendous mishap, Samsung sent a report to KATS (Korean Agency for engine room and Standards) explaining the reasons for this quality control issue which was originally due to a defect in their Note 7 design (Hollister, 2016). In Lithium ion batteries used in smartphones, there is a thin plastic layer that separates the positive and negative poles which need to be insulated from each other in order to avoid before long circuit cau sing overheating of the battery and eventually fire. The design of the phone was such that it was putting a lot of pressure on the battery which led the plastic layer to get punctured and hence the short circuit. This defect was revealed while revising the assembly process of the phone (Hollister, 2016), which had to be done for Quality Management purpose. This was the reason which didnt allow the companys corrective action of changing the Note 7s batteries and sending them as safer replacements, to succeed.Samsung refunded the customers and learned some lessons from this mistake and also made full of life improvements in its quality control process. This had to be done to maintain customer relationship. One of the contributing factors for this quality failure was the time factor from triple constraints, as Samsung was in a rush to beat iPhone 7, which hampered the quality considerations in Note 7s design. This also forced the company to re-evaluate every process in its product dev elopment cycle (Kovach, 2016).Also, due to the time constraint only Samsung had to stop Note 7s production and concentrate on it next model, otherwise they could have found let on the problem and correct it.ReferencesCarlon, K. (2016, October 11). Samsung permanently discontinues the Galaxy Note 7, $17 billion in sales lost. Retrieved February 19, 2017, from www.androidauthority.com http//www.androidauthority.com/samsung-galaxy-note-7-permanently-discontinued-721283/Chen, B. X., Sang-Hun, C. (2016, October 11). Why Samsung Abandoned Its Galaxy Note 7 Flagship Phone. Retrieved February 19, 2017, from sweet York Times https//www.nytimes.com/2016/10/12/business/international/samsung-galaxy-note7-terminated.html?_r=0Hollister, S. (2016, October 10). Heres why Samsung Note 7 phones are catching fire. Retrieved February 19, 2017, from CNET https//www.cnet.com/news/why-is-samsung-galaxy-note-7-exploding-overheating/International Data Corporation. (2016, November 26). Smartphone seller M arket Share, 2016 Q3. Retrieved February 19, 2017, from IDC http//www.idc.com/promo/smartphone-market-share/vendorKovach, S. (2016, November 5). Samsungs culture needs to change if it wants to survive. Retrieved February 19, 2017, from BusinessInsider http//www.businessinsider.com/samsung-reaction-to-note-7-recall-2016-11Mozur, P., Lee, S.-H. (2016, September 2). Samsung to Recall 2.5 Million Galaxy Note 7s Over Battery Fires. Retrieved February 19, 2017, from The New York Times https//www.nytimes.com/2016/09/03/business/samsung-galaxy-note-battery.html