1 Samsung Company

Running Head: Samsung Company

Samsung Electronics Company


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2 Samsung Company
Abstract
As stated in its new motto, Samsung Electronics aim Ior the new generation is, "Inspire the
World to Create the Future.This new aim predicts Samsung Electronics commitment to
inspiring its communities by giving Samsung's three key strengths: New Technology, Innovative
Products, and Creative solutions and promoting new value Ior Samsung's core networks industry,
partners and employees. Samsung has also established three strategic approaches in its own
management: Creativity, partnership, and talent.
3troductio3
Samsung companionship was supported in 1938 by Byng Chill Lee a glorious peninsula
enterpriser. Lee began a small commerce company with a 2 000 article oI Iurniture egg and
approximately 40 employees. He named it Samsung, which it means. The company enjoyed
moderate growth beIore the rival investors in 1950 Iorced Lee to leave his operations in Seoul.
Looting soldiers and politicians on the two sides oI the conIlict Iinished his investment to almost
nothing. Samsung is the chieI supplier oI South Korea's. Products produce by Samsung include
televisions, communication equipments and computers.
In 1970s its gain were achieved with the assist oI the national government. Samsung struggled
as the Rhee Sunman disposal increasingly resorted to Iavoritism and corruptness to maintain
power in 1950s and 1960s. Samsung has highly-developed smart phones towards the end oI the
twentieth century. To this date Samsung is dedicated to the 3G industry.



3 Samsung Company
'isio3 Missio3 a3d strategy
The mission oI Samsung Company is to lead to the digital Convergence Revolution
through which the innovative Digital Products and e-Processes are produce. It also Iocuses on
nonindustrial eminent superior products and improves engineering in semiconductors telecom
disposition and domestic appliances Iield. The long Iull term made Samsung is the most militant
total result provider in digital convergence. The scheme to develop new markets and new
approaches has led Samsung to become a trade name led engineering innovator. Its Iorte is to
Iocus on its client needs and to adapt quickly to changes in user penchant. Simultaneously to the
reorganization oI its concern units Samsung accepted an intense inner alteration direction
procedure where selling activities were bundled low one corporeal Center.
The aim was to instrumentality a holistic selling scheme instead oI idiosyncratic selling plans
to strengthen its marketplace powerIulness and to addition trade name military capability with
eminent superior and original merchandise. Samsung had to Iace the Iollowing challenges Create
one global brand name and merchandising strategy establishing an area brand visual sense and
brand name values to leverage brand name s success across B2C and B2B businesses. Dressed
ore communication Irom customer to stakeholder position as communicating to non customer
neutral groups becomes more and more oI import having a strong unmediated brand impact.
Increment communication cerebration Irom toll to investiture perspective along the integral
brand geological Iormation. Expand position on chip semiconducting material market via cutting
border technology and concentrate communicating to appendage consumers.
!ositio3i3g
Samsung Electronics high standing at Iigure 25 on the listing does t mean value it has the
contest beat. Sony came in at 20 a place it has basically closely-held Ior the terminal cardinal old

4 Samsung Company
age 21 in 2002 20 in 2001. But Samsung s up rise Irom 42 in 2001 to 34 in 2002 to it`s nowadays
position at 25 indicates that the brand has gathered impulse against its competition.
The whole possibleness would rich person seemed improbable to more observers equitable Iive
or six old age ago. At that clip Samsung was seen as a low caliber trade name in a street Iighter
user physical science manuIacture Korean companies in Iull general were connected with bodied
dirt and Asia was in a Iiscal crisis. 24-hour interval the trade name s parent companionship
Samsung grouping is the number one business grouping in ConIederacy Korea border out
Hyundai Group. Total sales Ior 2002 were reported at won 146,052 billion (US$ 116.
Supported in 1938 the cabal now comprises 14 catalogued companies including divisions in
recognition card game chemicals and securities. As South Korea s top natural philosophy
company Samsung Electronics is the one-third largest natural philosophy maker in the universe
behind Iigure one Sony and Iigure two Matsushita which counts Panasonic quasi-stellar radio
source Techniques and JVC in its trade name portIolio. Some Sony and Matsushita are Japanese
behemoths with period oI play 50 old age oI cognitive content in the global market.

ra3d perso3ality
Samsung has created a potent brand around innovation Iilm editing edge engineering and
universe class design. Alignment to its brand mental image Samsung resorted to a design contest
to excite customers and involve the brand s community astir it`s approaching MP3 scope oI
physical science gadgets. To boost the Samsung trade name s hip image amongst the jar. crowd
Samsung asked students to oIIering their concepts Ior a MP3 design. The idea resonated strongly
among the pupil community to such an extent that Samsung standard a humongous 2000 designs
Ior this contest. Samsung by resorting to so many activities achieves two briny beneIits. Firstly it

3 Samsung Company
reinIorces Samsung s strong connation to the brand community oI interests by hook up
youngsters early on to the brand to create trade name excitement.
Secondly Samsung reinIorces its trade name image oI always being on the IoreIront oI
innovation and design. In a cut throat marketplace oI proprietary consumer natural philosophy
these advanced marketing methods to involve the trade name community oIIering great purchase
to sustain long condition brand equity. The Samsung designing contest drives home the point
that a potent brand always involves the community in its trade name building eIIorts to
strengthen brand Iairness beyond conventional brand communicating and media channels.

!roduct Desig3i3g
The rapid rise oI Samsung lays design power. In the Archaean 1990s the Iirm began
emphasizing the importance oI designing its products. Its heights rises central oIIice in Kangnam
south oI Seoul it locates the corporate designing center in which more than 900 Iull clip
designers are housed.
In the opening location were exclusive two designers in the entire companionship whose Iigure
chromatic to 510 in 2005. Samsung overhauls its plan in every two year. For the number one
twelvemonth it scrutinizes all the designing trends oI the universe Iollowed by merchandise
strategies.
It past maps out new designing plans during the Iorward year. Samsung s attempt to improve
designing no recreational oII since 2006 it has won as more as 210 awards Irom internationally
esteemed designing establishments. For example it received the IF socialism Forum and IDEA
plan awards. Samsung was the victor in cardinal categories in the 2009 thought awards the
companionship that acceptable the most awarding.

6 Samsung Company
Proctor intelligence designing trends in their cities piece photography ethnic and liIe there is
compelling reason Ior Samsung`s rise as a design powerhouse. Korea had Ior so abundant been
advised a body oI water Ior designing excellence especially compared to the Asian nation
counterparts known Ior agitated out eye inIectious appliances.
Samsung established as many as seven designing centers in the universe s major cities including
Milan and London as wellspring as in Seoul. The proIessional person designers` workings in
these centers constantly style alterations.
In the 2010 IF stuII Awards Samsung won the gold awarding Ior 5 oI its products including
the characteristic hard disc drive. The F stuII Awards are given by the International Forum
designing GmbH oI Hannover one oI the world s most prestigious designing awards Ior design
materials and procedure technologies.
In 2010 the European nation companionship had chosen a complete oI 42 products in the
areas oI domestic contraption piece oI Iurniture and blue-collar design. Samsung won the awards
in Iive categories including characteristic hard disc Iull touching screen telephone side by side
reIrigerator powder compact digital photographic camera and optical maser printer tone oI voice.
o3clusio3
Like most Korean companies, the Samsung Group structure developed into a conIusing
maze oI cross-ownership among aIIiliated companies. ThereIore, Samsung Company owns
4.45 oI Samsung Electronics, Samsung LiIe Insurance owns 8.16 and so on. By 1997,
combined annual revenues oI all the businesses in the group were close to USD 100 billion, with
proIits reaching USD 290 million. The Samsung Group constituted approximately 10 oI the

7 Samsung Company
total market value oI all companies listed on the Korean stock market. However, like all other
cabals, its debt-to-equity ratio hovered around 365.















8 Samsung Company
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