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Samsung electronics

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Samsung electronics

  1. 1. CLASS 1 GROUP 8 LE NHAT HUY 295896 VO THI LE HUYEN 295929 NGUYEN DOAN DOAN HANH 295904
  2. 2. Table of Contents I. Executive Introduction Mission statement Vision Objectives Strategies II. Product Information Products Introduction Competitors III. Methods SWOT Analysis Competitive Profile Matrix (CPM) External Factor Evaluation (EFE) Matrix Internal Factor Evaluation (IFE) Matrix SPACE Matrix Grand Strategy Matrix Quantitative Strategic Planning Matrix (QSPM)
  3. 3. Samsung Problem o This issue is the result of the poor management of Samsung Electronic which effect on both their vision and strategies in the competition with Apple. o This is very dangerous and cannot gain as many Competitive Advantages as Apple in general and to increase the sale as well as gain more market share with their fourth generation smartphone in particular.
  4. 4. Samsung Background o Founded by Lee Byung-chull o 1950‟s Korean war lost all assets  Aimed to rebuild Korean economy manufacturing industry(sugar, fabrics)  Think globally and use of foreign labor o 1969 SEC (Samsung Electronic Company) was founded o 1970‟s entered into semiconductor business o 1980‟s the Samsung Television Division was built o 1987 Lee Kun-He take over o 1997 nearly all Korean business shrunk in size due to Asian financial crisis(Force to sell company asset on Aircraft/Motor).Making profit from TV‟s and Mobile phone
  5. 5. Samsung Introduction Name Samsung Electronics Co., Ltd. Industries served Consumer electronics, Telecoms Equipment, Semiconductors, Home Appliances Geographic areas served Worldwide Headquarters South Korea Current CEO Kwon Oh Hyun Revenue US$224.3 billion (2013) Profit US$27.4 billion (2013) Employees 270,000 (2013) Parent Samsung Group Main Competitors Apple Inc., Nokia OYJ, Intel Corporation, LG Display and LG Electronics, Sony Corporation, Texas Instruments Inc., Lenovo Group Limited, Hewlett-Packard Company, Sanyo Electric Co., Ltd., Toshiba Corporation, SK Hynix Inc., Western Digital Corporation and others.
  6. 6. Samsung Introduction Samsung Electronics Co., Ltd. is the largest world’s technology company in terms of revenues. Samsung is a conglomerate that is consisting of numerous businesses around the world, of course, so it’s not as though the company has nearly 300,000 people working on Galaxy smartphones and tablets. Samsung is the second biggest mobile phone producer in the world.
  7. 7. Samsung Mission To be the best Digital-Electronics Company Digital To create technology products and services that lead the industry Electronics To put into place the most efficient management and production processes Company To maintain a steadfast focus on strengthening our organization, on continuing to be a global technology leader and trusted responsible company
  8. 8. Samsung Vision Develop innovative technologies and efficient processes that create new markets, enrich people’s lives and continue to make Samsung a trusted market leader. Vision 2020 Partner Industry Employee Inspire the World, Create the Future New Technology Creative Solutions Innovative Products
  9. 9. Samsung Objective o Lead the digital convergence movement. o Develop innovative technologies and efficient processes and continue to make Samsung a trusted market leader. o Look forward to exploring new territories, including health, medicine, and biotechnology. o Identify eight growth engines for Samsung's business including their Digital Television (DTV) products and printers. o Pursue innovation throughout all six main areas of the company's business operations. o Be one of the top three electronics companies in the world in quantity and in quality by 2010. o More than double its 2004 sales revenue by the year 2010. o 20 number one market share products in the world by 2010 (currently the company has eight number one market share products). o Reaching $400 billion in revenue and becoming one of the world’s top five brands by 2020.
  10. 10. Samsung Strategies Three strategies approaches under vision 2020 Creativity management  New technology development  New market creation  New lifestyles Most innovative company Partnership management  Increase external capabilities and activities  Partner collaboration/ Environmental management  Value for customers/ shareholders Profession  Talent incubator  Passion and challenge Most admired company Great workplace
  11. 11. Products of Samsung Samsung is a Korean company which is a manufacturer of many products such as : Phones, Normal TVs, 3D TVs, Computers, DVD players, Cars, Other Electronics, Shipbuilders, Chemicals, Thumbdrives, Hardrives, Optical storage, Aviation. And this is not all of what they sell.  Smartphone Samsung Galaxy S5  Samsung Galaxy Tab S  Samsung Smart TV 65’’
  12. 12. Strengths Weaknesses 1. Hardware integration with many open source OS and software 2. Excellence in engineering and producing hardware parts and consumer electronics 3. Innovation and design 4. Focus on environment 5. Low production costs 6. Largest share in mobile phones and 2 place in smartphones sales 7. Ability to market the brand 1. Patent infringement 2. Too low profit margin 3. Main competitors are also largest buyers 4. Lack its own OS and software 5. Focus on too many products Opportunities SO Strategies WO Strategies 1. Growing India’s smartphone market 2. Growing mobile advertising industry 3. Growing demand for quality application processors 4. Growth of tablets market 5. Obtaining patents through acquisitions 1. Introduce a new product with innovation in hardware parts and consumer electrics in India's market 2. Innovation and design into growing mobile advertising industry 3. Introduce a new product for the lower income market 1. Develop a new product through acquisition patents 2. Promote profit margin by produce more products in tablets market Threats ST Strategies WT Strategies 1. Saturated smartphone markets in developed countries 2. Rapid technological change 3. Declining margins on hardware production 4. Breached patents 5. Apple’s iTV launch 6. Price wars 1. Introduce a new product with innovation in hardware parts and consumer electrics 2. Introduce a new product for the lower income market 3. Develop a new product through acquisition patents 1. Produce new products without infringe patents 2. Continue develop technique and design to compete with other competitors Samsung SWOT Matrix
  13. 13. Samsung SWOT Matrix Strengths o Customers are loyal and appreciating the brand. o The company is maintaining very good relationship with its suppliers. o The production processes and procedures of inventory management are consistent with industrial standards. Weaknesses o Samsung is facing hard competition. o South Korea’s labor unions are strategically linked for collective bargaining and negotiation. o Samsung need improvements in defining the vision, mission and strategic corporate objectives. o HRM also needs improvement in all the facts of human resources management.
  14. 14. Samsung SWOT Matrix Opportunities o The economic condition of South Korea seems favorable. o Samsung is interiorizing the social shifts. o Samsung is reasonable equipped to take care of technological changes. Samsung is maintaining good international relationship with other. Threats o The legislation has been passed frequently related to industry. o Technological transformation takes place in the industry was very high. o Regulatory issues and safeguarding of property rights was main threats in legislations.
  15. 15. Samsung Competitive Profile Matrix (CPM)
  16. 16. Samsung Competitive Profile Matrix (CPM) Samsung Apple Nokia HTC Critical Success factors Weight Rating Score Rating Score Rating Score Rating Score Innovative culture 0.10 2 0.20 4 0.40 3 0.30 2 0.20 Market Share 0.12 4 0.48 3 0.36 2 0.24 2 0.24 Consumer loyalty 0.10 4 0.40 4 0.40 3 0.30 3 0.30 Market penetration 0.11 3 0.33 4 0.44 3 0.33 3 0.33 Advertising 0.07 4 0.28 3 0.21 4 0.28 3 0.21 Product variety 0.09 4 0.36 2 0.18 4 0.36 3 0.27 Brand reputation 0.11 4 0.44 4 0.44 3 0.33 3 0.33 Product quality 0.08 4 0.32 4 0.32 3 0.24 3 0.24 Price competitiveness 0.10 3 0.30 2 0.20 4 0.40 3 0.30 Successful product 0.06 3 0.18 4 0.24 3 0.18 3 0.18 promotions Employee dedication 0.06 4 0.24 4 0.24 3 0.18 3 0.18 Totals 1.00 3.53 3.43 3.14 2.78
  17. 17. External Factor Evaluation (EFE) Matrix Key External Factors Weight Rating Weighted Score Opportunities A lot of countries encourage technology innovation and high-tech industry is really important. 0.03 3 0.09 Countries value the protection of intellectual property 0.04 3 0.12 GDP and national income per capita increasing 0.12 3 0.36 Consumption pattern is changing from subsistence consumption to well spending 0.07 3 0.21 pattern Samsung’s mobile phones have high attention 0.09 4 0.36 Growing India’s smartphone market 0.05 2 0.10 People more care about brand and quality than price 0.14 3 0.42 Threats Legal issues with Apple 0.05 3 0.15 Price wars with Chinese phones 0.10 3 0.30 More and more new substitute and potential entrant 0.10 4 0.4 Strong competitors: Apple, Nokia, HTC… 0.12 4 0.48 The user experience is upgrading 0.09 3 0.27 Total 1.00 37 3.26
  18. 18. Internal Factor Evaluation (IFE) Matrix Key Internal factors Weights Rating Weighted Score Strengths Brand Recognition and Loyalty 0.07 3 0.21 A large number of products and broad product line 0.05 4 0.20 Strong research and development ability 0.10 3 0.30 Hardware integration with many open source OS and software 0.04 2 0.08 Innovation and fashion design, especially popular among younger peoples 0.15 4 0.60 With extensive sales channels and propaganda 0.06 3 0.18 Low production costs 0.03 3 0.09 Largest share in Smartphone industry ( 30% market share worldwide, extending its 0.15 4 0.60 lead over Apple and Nokia) Weaknesses Not high lighting Price/Performance Ratio 0.10 4 0.40 Lack its own OS and Software 0.07 4 0.28 Patent infringement 0.04 3 0.12 Too low profit margin 0.04 2 0.08 Limited high-end products 0.03 2 0.06 Focus on too many products, with inaccurate positioning 0.07 3 0.21 Total 1.00 44 3.41
  19. 19. Samsung SPACE Matrix Internal Strategy Position External Strategy Position Y Financial Strength (FS) +1 to +6 Environmental Stability(ES) -6 to -1 +3 +5 +4 +4 +3 +3 Earnings per share Revenue increase Return on Assets Leverage Liquidity Cash flows -2 -4 -4 -2 -2 -2 Price of competitive product Competitive pressure Global economic Technology changes Demand elasticity Inflation rates Average 3.7 Average -2.7 Total Axis Y score: 1.00 X Competitive Advantage (CA) -6 to -1 Industry Strength (IS) +1 to +6 -1 -1 -1 -3 -5 -2 Product quality Market share Brand & image Product life cycle Customer service Customer loyalty +6 +5 +5 +6 +6 Barriers to entry Growth potential Access to financing Consolidation Profits Average -2.2 Average 5.6 Total Axis X score: 3.4 Y X Conservative Aggressive (3.40; 1.00) Defensive Competitive
  20. 20. Samsung Grand Strategy Matrix RAPID MARKET GROWTH WEAK COMPETITIVE POSITION STRONG Strong competitive position working in COMPETITIVE POSITION CHARATERISTICS OF FIRMS: Weak competitive position working in rapid growth market  Market development  Market penetration  Product development  Horizontal integration  Divestiture  Liquidation CHARATERISTICS OF FIRMS: rapid growth market  Market development  Market penetration  Product development  Forward integration  Backward integration  Horizontal integration  Related diversification CHARATERISTICS OF FIRMS: Weak competitive position working in slow growth market  Market development  Market penetration  Product development  Horizontal integration  Divestiture  Liquidation CHARATERISTICS OF FIRMS: Strong competitive position working in slow growth market  Related diversification  Unrelated diversification  Joint ventures SLOW MARKET GROWTH
  21. 21. Quantitative Strategic Planning Matrix Key Factors Market Penetration Market Development Product and Service Development Opportunities Weight AS TAS AS TAS AS TAS A lot of countries encourage technology innovation and high-tech industry is really important. 0.03 3 0.09 4 0.12 3 0.09 Countries value the protection of intellectual property 0.04 3 0.12 4 0.16 2 0.08 GDP and national income per capita increasing 0.12 4 0.48 4 0.48 1 0.4 Consumption pattern is changing from subsistence consumption to well spending pattern 0.07 3 0.21 3 0.21 3 0.21 Samsung’s mobile phones have high attention 0.09 4 0.36 4 0.36 4 0.36 Growing India’s smartphone market 0.05 2 0.10 3 0.15 2 0.10 People more care about brand and quality than price 0.14 3 0.42 4 0.56 4 0.56 Threats Legal issues with Apple 0.05 2 0.10 3 0.15 4 0.20 Price wars with Chinese phones 0.10 3 0.30 3 0.30 3 0.30 More and more new substitute and potential entrant 0.10 3 0.30 4 0.40 3 0.30 Strong competitors: Apple, Nokia, HTC… 0.12 4 0.48 4 0.48 4 0.48 The user experience is upgrading 0.09 3 0.27 3 0.27 4 0.36 Total 1.00 3.23 3.64 3.44
  22. 22. Quantitative Strategic Planning Matrix (Cont.) Strengths) Brand Recognition and Loyalty 0.07 3 0.21 4 0.28 4 0.28 A large number of products and broad product line 0.05 4 0.20 4 0.20 4 0.20 Strong research and development ability 0.10 3 0.30 4 0.40 4 0.40 Hardware integration with many open source OS and software 0.04 3 0.12 3 0.12 4 0.16 Innovation and fashion design, especially popular among younger peoples 0.15 4 0.60 4 0.60 4 0.60 With extensive sales channels and propaganda 0.06 3 0.18 3 0.18 3 0.18 Low production costs 0.03 2 0.06 3 0.09 4 0.12 Largest share in Smartphone industry ( 30% market share worldwide, extending its lead over Apple and Nokia) 0.15 3 0.45 4 0.60 4 0.60 Weaknesses Not high lighting Price/Performance Ratio 0.10 2 0.20 3 0.30 3 0.30 Lack its own OS and Software 0.07 2 0.14 3 0.21 4 0.28 Patent infringement 0.04 2 0.08 3 0.12 3 0.12 Too low profit margin 0.04 3 0.12 4 0.16 4 0.16 Limited high-end products 0.03 3 0.09 3 0.09 4 0.12 Focus on too many products, with inaccurate positioning 0.07 2 0.14 3 0.21 3 0.21 Total 1.00 2.89 3.56 3.73 Sum Total Attractive Score 6.12 7.2 7.17
  23. 23. Samsung Strategy recommendations o Develop business to new Potential Market include Asia, South-America and Europe o Develop New and Unique Competitive Technologies These two strategies in general, not only help Samsung overcome and solve their existed issued but also help develop in the matter of long-term.
  24. 24. Samsung Method o In summary, there will be three main annual objectives that Samsung need to complete include:  Enter and penetrate new market  Building brand images and reputation in new market  Seek and cooperate with potential organization.
  25. 25. Samsung Recommendations on procedures o To ensure to have the desire result in the end, it is recommended to apply and follow the three-step valuation to analyses and check  The three-step valuations include:  Analyze: observe, collect and analyze all the necessary factors form internal to external to identified potential threats and problem may occurs of the plans or strategies.  Modification: adjust and modify the plans or strategies to eliminate or minimize the effect of the threats and problem may occurs  Implementation: begin to apply and implement the plans or strategies after modified under supervision to ensure the result. Repeat the whole procedures if necessary
  26. 26. THANK FOR YOUR LISTENING! IS NEAR

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