Samsung
Samsung Electronics is the largest affiliate of Samsung Group- a Korean brand. According to Forbes (2013), it is the 20th biggest company in the world in term of market value. There are a wide range of electronic devices which are provided by Samsung such as refrigerators, air conditioners, cameras, tablets, phones, especially TVs and smart phones. It has several subsidiaries in over 50 different countries and employs almost 370,000 people in FY2011 (Samsung, 2012). The main market of this company is in Asia Pacific where they had 27 out of 36 factories and had 60% turnover of the company (ibid). This essay will describe the main developments of Samsung Electronics and use SWOT model to analyze and evaluate its position in global market, after that giving possible strategies as well as feasible proposals.
Samsung Group was established in Deagu, Korea in 1938 by chairman Byung- Chull Lee with only 30,000 won as capital (Samsung, 2013) and it became the principle largest Korean company immediately with exactly a quarter of total corporate Korean profits (Kotler and Armstrong, 2012, p.309). Over 30 years later, Samsung Electronics was founded under the name of Samsung- Sanyo Electronics and the first TV was produced. It has become well-known since 1980 when Samsung penetrated into international market with a large number of new products such as recorders, air conditioners and PCs. In 1992, Samsung developed mobile phone systems which were basis for growths, and they had changed marketing strategy “top- to- bottom” in order to become an Electronics innovator by one year later (ibid). The span of the period from 2000 to present has been the golden age of Samsung with its position as the market leader in 13 electronic products (Samsung, 2013). It is considered as rank 3rd in most innovative companies in the world today (Shaughnessy, 2013a).
Samsung Electronics has several strengths and the most significant of such is that they provided a broad range of products for
Samsung Group was established in Deagu, Korea in 1938 by chairman Byung- Chull Lee with only 30,000 won as capital (Samsung, 2013) and it became the principle largest Korean company immediately with exactly a quarter of total corporate Korean profits (Kotler and Armstrong, 2012, p.309). Over 30 years later, Samsung Electronics was founded under the name of Samsung- Sanyo Electronics and the first TV was produced. It has become well-known since 1980 when Samsung penetrated into international market with a large number of new products such as recorders, air conditioners and PCs. In 1992, Samsung developed mobile phone systems which were basis for growths, and they had changed marketing strategy “top- to- bottom” in order to become an Electronics innovator by one year later (ibid). The span of the period from 2000 to present has been the golden age of Samsung with its position as the market leader in 13 electronic products (Samsung, 2013). It is considered as rank 3rd in most innovative companies in the world today (Shaughnessy, 2013a).
Samsung Electronics has several strengths and the most significant of such is that they provided a broad range of products for