Samsung Mission

Samsung’s mission statement is “We will devote our human resources and technology to
create superior products and services, thereby contributing to a better global society.” This
corporate mission was published in the 1990s, when the company was undergoing rapid global
expansion in various semiconductors, electronics, and related technology markets. Based on its
business operations and current international industry positioning, Samsung focuses on the
following components in its corporate mission:
1. Human resources and technological resources
2. Superiority of products and services
3. Improvement of the global society
Samsung Vision
Samsung’s corporate vision is to “Inspire the world with our innovative technologies, products
and design that enrich people’s lives and contribute to social prosperity by creating a new
future.” The company follows this vision statement to maintain profitable technology business
operations that contribute to the improvement of people’s lives. Samsung frequently refers to a
shortened version of this corporate vision: “Vision 2020: Inspire the World, Create the Future.”
The company extensively implements this statement throughout its subsidiaries’ operations in
the consumer electronics, computing technology, and semiconductors industries. The following
components are contained in Samsung’s vision statement:
1. Global inspiration
2. Innovation
3. Improvement of lives and future social prosperity
Competitive Advantage
Samsung is an innovative brand that focuses a lot on innovation to bring efficient products that
are excellent in terms of performance as well as productivity. Apart from its smartphones which
are both attractive and efficient, the brand is also a leader in the chip industry. Galaxy is a
market leading model of smartphones whose popularity around the globe is high. It is among
the leading competitors of Apple’s iPhone. The computing and smartphone industry has grown
highly competitive and to remain ahead of the others, it is important to focus upon research
and innovation. Samsung invests a large sum each year in Research and development. This
enables it to respond faster to changing demand and customer trends as well as release new
features and models. It also enables higher user engagement, better brand recall as well as
higher customer retention. Samsung is also a leading innovator and invests heavy sums in
modern technologies like AI, IoT, security and privacy as well as autonomous mobility and data
infrastructure.
Competitors

 Apple
 LG Electronics

Strategy
1. Effective market readership. A market reader can be defined as a company that closely
observes the market and is fast in replicating new products and/or introducing new features in
existing products, initially introduced by other companies. Specifically, Samsung has proved
effective in replicating the design and important features of smartphones from its main
competitor, Apple. It has been noted that “one internal Samsung presentation from 2010
provided a step-by-step process for Samsung engineers to follow in an effort to steal so much of
what made the iPhone such a unique product”.
2. Scanning and utilising opportunities in the market. Samsung business strategy integrates
constant search for gaps in the market and exploits the opportunity with positive implications
on the bottom line for the business. For example, Samsung noticed that Asian-language
speakers in particular wanted a device that they could hand-write on, because drawing
characters is easier with a pen. The result was a development of series of Samsung Note
devices as a combination phone/tablet (“phablet”) that’s been an unexpected hit.

Strategic Leader (CEO) of the chosen Company

 Choi Gee-sung -Vice chairman, President and chief executive officer. Choi Gee-
sung (born 2 February 1951) is President and Chief Executive of the digital media
division at Samsung Electronics, overseeing the third-largest business group of the South
Korean company, which includes televisions, flat-panel screens, MP3 players, personal
computers, and other consumer electronic