Samsung Electronics

Since its founding in Suwon, Korea in 1969, Samsung Electronics has grown into a
global information technology leader, managing more than 200 subsidiaries around the world.
The companys offerings include home appliances such as TVs, monitors, printers, refrigerators,
and washing machines as well as key mobile telecommunications products like smartphones and
tablets. Samsung also continues to be a trusted provider of key electronic components like
DRAM and non-memory semiconductors.

Samsung pledges to create and deliver quality products and services that enhance
convenience and foster smarter lifestyles for its customers around the world. Samsung is
dedicated to improving the global community through its constant pursuit of groundbreaking
innovations and value creation.
"Inspire the World, Create the Future"

This new vision reflects Samsung Electronics commitment to inspiring its communities
by leveraging Samsung's three key strengths: New Technology, Innovative Products, and
Creative Solutions. - and to promoting new value for Samsung's core networks - Industry,
Partners, and Employees. Through these efforts, Samsung hopes to contribute to a better world
and a richer experience for all.

As a guide to common understanding and measurable goal, a set of specific objectives is
incorporated into our vision. By 2020, we seek to achieve annual sales of USD 400 billion while
placing Samsung Electronics overall brand value among the global top 5. Three key strategic
pillars that are now part of our culture, business operation and management describe the
governing initiatives to this end: Creativity , Partnership and Great People.

We pride ourselves on delivering the worlds best products through operational
excellence and innovation prowess. As we look forward to exploring new business areas
including healthcare and biotechnology, we are excited for new challenges and opportunities
ahead. Samsung Electronics will continue to build on top of its current achievements new
capacity and expertise to further its competitiveness and its history of innovation.






To inspire the world with innovative technologies, products and designs that enrich
Peoples lives and contribute to a socially responsible, sustainable future





SWOT ANALYSIS
External Factors : Opportunities & Threats
Opportunities : Growing market needs for smart phones especially in India.
Smartphone sales in India up threefold to over 44mil in 2013
Indians migrated from feature phones to smartphones last year, primarily
because of the narrowing price gaps. Meaning smart phone price is lowering
close to price of feature phone
Samsung should really seize this opportunity by offering more model at low cost
but has all the capabilities of a fairly functional smart phone
Entertainment world and social media as a gateway to excellent advertising
People want to be up-to-date especially youngsters wants to be hip and trendy.
Use social media as efficient as possible to get access to direct advertising and
get close to target consumer ie Twitter, Instagram and Facebook
Example; Oscars Award Ceremony . The selfie by famous celebrity using
Samsung Galaxy Note 3.
Entertainment world is a great platform for boosting the marketing image of
Samsung















Oscars Award Ceremony
Growing market of newly emerging smart technology areas
There are a lot of newly emerging technology being prototyped
Samsung could keep an abreast research on this prominent wearable gadget in
order to strive in the future of the industry.
Threats
Rapid change of technology
With the brains and tools we have nowadays, nothing is impossible.
Innovators invent new, improved technology everyday.
Samsung must work hard to keep up with all the progress made in devising new,
innovative and life changing product.
Fierce competitions and price wars
Many companies especially from China are producing more low cost smart
phones to be shipped to emerging countries.
Samsungs current focus is not on low cost model but centered on quality to
compete with companies such as Apple.
This could posses threat as the low cost smart phone provider could outnumber
Samsung in sales unit sold.
The head to head competition with their closest rival, Apple can pose threat to
Samsung as well because consumers are constantly comparing Apple iPhone
newest model with Galaxy Note newest.

COMPETITIVE PROFILE MATRIX
CRITICAL
SUCCESS KEY
FACTOR
Weightage SAMSUNG IPHONE NOKIA
Advertisement
and promotion
0.11 4 0.44 3 0.33 2 0.22
Innovation
0.16 4 0.64 3 0.48 1 0.16
Market share
0.14 4 0.56 3 0.42 2 0.28
Market share
price
0.1 4 0.4 3 0.3 2 0.2
Quality
0.22 3 0.66 4 0.88 2 0.44
Brand name
0.12 3 0.36 4 0.48 1 0.12
Pricing
0.15 3 0.45 4 0.6 2 0.3
TOTAL
1

3.51

3.49

1.72

Note: Weights are industry based:
a) 0 = Least Important
b) 1 = Most Important

Ratings are company based:
a) 4 = Superior Response
b) 3 = Above Average Response
c) 2 = Average Response
d) 1 = Poor Response



Purpose competitive profile matrix
Competitive Profile Matrix (CPM) The competitive Profile Matrix (CPM) indentified a companys
major competitors and its particular strength and weaknesses in relation to a sample
companys strategic position. The ratings and total weighted scores for rival companies can be
compared to the sample company. This comparative analysis provides important internal
strategic information.
Advertisement and promotion
Nowadays, we can see that the Samsung more aggressive in order to promote their
products in the market compare with the competitors. Samsung spends a bigger chunk of its
annual revenue on advertising and promotion than any other of the world's top-20 companies
by sales - 5.4 percent, according to Thomson Reuters data. Apple spends just 0.6 percent, and
nokia 3.5 percent.
Samsung also sponsored short-film contest finale at the Sydney Opera House received
poor reviews for blatant product placement in a series of 'behind the scenes' videos. In Britain,
viewers panned a product placement deal with ITV's popular X-Factor talent show. "Is this a
singing competition or an extended Samsung advert?" asked Twitter user Ryan Browne.
Samsung believe with the affective advertisment and promotion can increase their revenue.
Innovation
Samsung's latest marketing splash has been on its Galaxy Gear smartwatch, which has
been almost universally panned by reviewers. The device has been aggressively marketed
through adverts and collaboration with fashion. Samsung the only one and the earliest that
produces mobile with smart watch technology. We can see in the market , Samsung keep
improve their product from time to time for example after introducing S2 in market, a few
month after,they produces S3 which more better for consumers.
Market share and market price
The consumers can see the afford of Samsung to make sure the product fulfill consumer
demand. Indirectly, market share samsung increase because the consumer from other
competitors changed to buy samsung product because samsung can produce the quality
product with the lowest price.
Quality
According to observation, Iphone have the highest ranking for the best quality in the market.
Many demonstrations tested between Iphone and others competitors such as samsung shown
that iphone is more resistance toward in different extreme situations.
Brand name and pricing
Iphone have its own identity that attract their loyal customers to buy their product without
considering iphones price that are much more expensive compared to samsungs price.


STRATEGIC GROUP MAP



















Strategic Group Map

Panasonic





















P
R
I
C
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HIGH
HIGH
LOW
INNOVATION
Royal
Philips

Samsung
Sony

Appel