FAR EASTERN UNIVERSITY - MANILA

Institute of Accounts, Business, and Finance

Department of Accountancy

A Strategic Management Plan for

Samsung Electronics

In partial fulfillment of the course requirement in BME1102 Strategic Management

Submitted to:

Mr. Sofronio Dulay

Submitted by:

Gicale, Deanna Mae T.

Lagunero, Kimberly Faye E.

Latoja, Sofia Mae

Legaspi, Shaira Mei V.

Lim, Kelly Brenda C.

Nava, Rica Mae H.

Peralta, Micah Louise S.

Sec 8

July 20, 2021

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 Table of Contents

Title Page ………………………………………………………………..…………………… 1

Table of Contents ………………………………………………………………………….. 2

List of Figures ……………………………………………………………………………… 4

List of Tables …………………………………………………………….…………………. 4

Case Abstract ………………………………………………………………………………. 6

1. Introduction …………………………………………………………..………………….. 7

1.1 Vision Statement ………………………………………………………………… 8

1.2 Mission Statement ……………………………………….……………………… 8

1.3 Organizational Structure ………………………………………………………… 9

1.4 Evaluation of Mission and Vision Statement …………….…………………… 10

2. Process Planning …………………………………………………….…………………. 11

2.1 Internal Audit ………………………………………………………………………

11

2.1.1 Ratio Analysis ………………………………….….…………………... 13

2.1.2 Net Worth Analysis …………………………….……………………… 14

2.1.3 IFE Matrix ……………………………………..…..…………………… 15

2.2 External Audit ……………………………………………….…………………… 20

2.2.1 Competitive Profile Matrix …………………….……………………… 23

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 2.2.2 EFE Matrix …………………………………….….……………………. 27

3. Strategy Formulation …………………………………………………………………. 34

3.1 SWOT …………………………………………………..………………………. 35

3.2 SPACE Matrix ………………………………………….………………………. 37

3.3 Grand Strategy Matrix ………………………………….………………………39

3.4 IE Matrix ……………………………………………….………………………...40

3.5 BCG Matrix ………………………………………………………………………42

3.6 QSP Matrix …………………………………………….………………………...43

4. Recommendation and Action Plan ……………………………..………………….. 47

5. Conclusion ……………………………………………………………………………… 48

6. References ……………………………………………………………………………… 49

7. Appendices …………………………………………………………………………….. 53

7.1 Appendix A ……………………………………………………………………..

7.2 Appendix B ……………………………………………………………………..

7.3 Appendix C ……………………………………………………………………..

7.4 Appendix D ……………………………………………………………………..

7.5 Appendix E ……………………………………………………………………..

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 (This page is intentionally left blank.)

List of Figures

Figure 1. Organizational Structure……………………………………………………… 9

Figure 2. Strategic Position of the Four Quadrants ……………………………………

Figure 3. Grand Strategy Matrix

…………………………………………………………

Figure 4.

List of Tables

Table 1. Mission Statement Evaluation ………………………………………………… 9

Table 2. Vision Statement Evaluation ………………………………………………….. 10

Table 3. Financial Ratio Analysis ………………………………………………………. 13

Table 4. Net Worth Analysis ……………………………………………………………… 14

Table 6. Competitive Profile Matrix ……………………………………………………… 23

Table 7. EFE Matrix ……………………………………………………………………….. 27

Table 8. SPACE Matrix …………………………………………………………………… 37

Table 9. Grand Strategy Matrix ………………………………………………………….. 39

Table 10. QSP Matrix ……………………………………………………………………… 43

[RICA]

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5
 Case Abstract

Headquartered in Samsung Building, Seocho District, Seoul Korea. The

company has locations in 23 countries. Samsung electronics was established in 1969

by producing Television, Mobile Phones, Radio, computer components, appliances,

digital media devices and other electronics devices. Many of its shops/stores/branches

were awarded due to their creativity, advancement and sustainability in interactive

design. The shops/stores/branches are located mostly in Asia but have had no stores in

Europe, virtually. The company's supply chain focuses on sustainability and managing

large, connected and strategic supply chains by achieving cost competitiveness as well

as operational efficiency. Total revenues reported in the fiscal year end of 2020 gained

about 2.8 percent over the year to 212.3 billion USD derived from Samsung Newsroom.

In relation to the goal of increasing the sustainability of Samsung Electronics, this

study paper will cover the requirements of innovative leadership to different parts of the

electronic manufacturing process. The SWOT analysis of the elements involved in the

study shows that Samsung will go after its goal of sustainability by 100% in the current

year. Additional analysis will be carried out in regard to the different challenges of

innovation, and it will also highlight the organization’s approach to manage them.

[RICA]

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1. INTRODUCTION

The lessons that we have learned in this subject focuses on how a company
should be. A company should not just produce the best product and give the best
services but they should always consider caring for the environment. The mission of the
company is what they want to achieve and the vision is what they want the consumers
to look at the company. The company that this paper focuses on, cares for the
environment and also strives to be the best by their innovation.

Samsung started as a trading company in 1983, the company rapidly grew and
expanded and is still growing. They focus and live by their mission and vision
statements that focus on having social impact with the superiority of the products and
services. Now, Samsung is a multinational group of companies and is second to Apple
in terms of the revenue ranking.

“Samsung is committed to complying with local laws and regulations as well as

applying a strict global code of conduct to all employees. It believes that ethical
management is not only a tool for responding to the rapid changes in the global
business environment, but also a vehicle for building trust with its various stakeholders
including customers, shareholders, employees, business partners and local
communities. With an aim to become one of the most ethical companies In the world,
Samsung continues to train its employees and operate monitoring systems, while
practicing fair and transparent corporate management.” Samsung (n.d.)

The company believes that the key to good business is by living by strong
values. Samsung Electronics announced, in 2005, the “Five Samsung Business
Principle”.

1. Complies with law and ethical standards.

2. Maintain a clear organizational culture.
3. Respect customers, shareholders and employees.
4. Care for the environment, safety and health.
5. Socially responsible corporate citizen.

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1.1 Vision Statement

Actual

“To inspire the world with our innovative technologies, products, and designs
that enrich people’s lives and contribute to social prosperity by creating a new
future.”
Stated above is Samsung's vision statement and it clearly focuses on becoming
an inspiration to the world by creating quality products and services that will
significantly affect people’s lives. The company wants to:
1. Inspire the world.
2. Innovate.
3. Contribute to social prosperity.
Samsung wants to inspire the world, they want their products to meet every one’s
needs wherever they are. We can also not hide the fact that this company releases
high quality appliances and smartphones. They consider the ease of use of their
customers with their product, not just the design.

1.2 Mission Statement

Actual

“To devote its talent and technology to creating superior products and
services that contribute to a better global society.” (Samsung, n.d.)
Stated above is Samsung's mission statement and their approach on achieving
their goal is to set a high value on its people and technologies. Samsung’s goal
focuses on bringing and developing products and services they will give to its
customers and changing society for the better. Their mission focuses on three
factors:
1. Better global society.
2. Superior products and services.
3. High value on its people and technologies.

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 Samsung does not just focus on giving the best products and services but they
also take responsibility to the environment. In fact, the company supports some
programs that are about taking care of the environment and they fully support
electronic recycling and handling. Samsung also strives to be the best; they are
competing with the top brands in terms of the quality they produce. Samsung
ranks second at the global level revenue wise. The company takes their quality
and innovation to the highest level.

Proposed

“To devote its talent and technology to creating superior yet affordable products and

services that contribute to a better global society.”

1.3 Organizational Structure

Samsung's organizational structure is product-type divisional in which they

categorize the products in order for them to determine the resources and business
operations they belong to. The company is divided into three divisions which are IT
and Mobile Communications (IM), Consumer Electronics (CE) and Device Solutions
(DE).

The figure below is the company’s organizational structure. (Figure 1)

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 Dudovskiy, J. (2017)

1.4 Evaluation of Mission and Vision Statement

Mission Statement Evaluation

David, F. & David, F. (2017)

Customers Yes

Products or Services Yes

Markets Yes

Technology Yes

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 Survival, Growth and Profitability No

Philosophy Yes

Self-concept Yes

Public Image Yes

Employees Yes

Vision Statement Evaluation

David, F. & David, F. (2017)

Is it concise and clear? Yes

Is it future-oriented? Yes

Is it inspiring? Yes

Is it challenging? Yes

Does it answer, “what do we want to Yes

become?”

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2. PROCESS PLANNING

2.1 Internal Audit

An Internal Audit is concerned with finding and analyzing a company's strengths

and weaknesses in areas such as management, marketing, finance, accounting,

operations, research and development, and management information systems. Every

business has its strengths and weaknesses in its functional areas. In every sector or

aspect, no business is equally strong or weak. Following that, the strategic implications

of key functional area concepts are discussed. Determining the strengths of an

organization is important because it helps distinguish the enterprise from its

competitors. On the contrary, assessing the weaknesses of an organization will help the

company evaluate its areas of improvement and plan what strategies will be needed for

those limitations to be converted into strengths. Financial Ratio Analysis and Net Worth

Analysis are analyzed to determine the company's performance and long-term viability

in various business areas. The Internal Factor Evaluation (IFE) Matrix is being

evaluated to assess the firm's internal environment, analyze the firm's strengths and

weaknesses, and determine the relationships between those areas.

Strengths

1. For years, Samsung has been globally known in the smartphone industry.

2. Samsung makes significant efforts in Research and Development, resulting in

one of the most robust patent portfolios among technology corporations.

3. Samsung operates 34 Research and Development institutions around the

world that help them make innovation to their products.

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 4. Samsung has been a pioneer for innovation capable of producing well-

designed and ecologically friendly products.

5. For 14 years, Samsung received an award-winning brand, the Consumer

Electronics Show (CES).

6. Samsung is the second largest technology company in the industry.

7. Samsung retains a stronghold in the market of Asia.

8. For the 9th year in a row, Samsung Electronics has been included in the

“Asia’s Top 1000 Brands, and they are named as the best brand in Asia.

9. Samsung’s manufacturing and marketing capabilities are strong.

10. Samsung has synergistic support among divisions or subsidiaries.

Weaknesses

1. Since 2017, Samsung has been experiencing a decline in its sales.

2. Samsung is heavily dependent on the American markets even though they

are making efforts to diversify their resources and expand their business.

3. Samsung had offered and delivered products that failed, which threatened the

buyers’ life that resulted in gradually destroying the trust and confidence of

buyers in Samsung Electronics.

4. Samsung’s revenue primarily came from its low-end smartphones.

5. Samsung has been keeping the leadership within the family for three

generations because of this, the company may become inactive because of a

lack of fresh ideas.

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 6. The bribery scandal of the company had ruined its reputation. This scandal

has resulted in gradually destroying the trust of consumers in Korea and

globally.

7. Some technology companies offer products with similar capabilities to the

products offered by Samsung and at more affordable prices.

8. Samsung lacks a competitive all-in-one platform for hardware, software, and

services.

9. Samsung focuses on too many products and services which creates more

competitors limiting its ability to dominate and eventually become its

disadvantage over its competitors.

10. Samsung lacks the ability to produce their own software for their products,

which would increase profit margins, product integration, and brand loyalty.

2.1.1 Financial Ratio Analysis

2020 2019
Current Ratio 2.66 2.84
Quick Ratio 2.24 2.42
Long Term Debt / 1.10 0.01

Equity
Inventory Turnover 5.05 5.50
Total Assets Turnover 0.65 0.65
Accounts Receivable
6.41 6.56
Turnover
Average Collection
56.94 55.65
Period
Gross Profit Margin +37.24 0.36
Net Profit Margin +11.02 0.09

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 Return on Total Assets
7.14 0.06
(ROA)
Return on Equity 9.99 0.08

(ROE)

2.1.2 Net Worth Analysis (in millions)

Stockholders' Equity - (Goodwill + Intangibles):

243.53T
267.67T - (5.67T+18.47T)

Net Income x 5: 26.09T x 5

130.45T
(Share Price/EPS) x Net Income: 20.67 x 26.09T
539.28T
Number of Shares Outstanding x Share Price:

539.337T
6.792B x ₩79,400 per share

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2.1.3 IFE Matrix

Rating Weighted
STRENGTHS Weight Score
1. For years, Samsung has been globally known
in the smartphone industry. 0.10 4 0.4
2. Samsung makes significant efforts in Research
and Development, resulting in one of the most
robust patent portfolios among technology 0.06 4 0.24
corporations.
3. Samsung operates 34 Research and
Development institutions around the world that 0.04 3 0.12
help them make innovation to their products.
4. Samsung has been a pioneer for innovation
capable of producing well-designed and 0.03 3 0.09
ecologically friendly products.
5. For 14 years, Samsung received an award-
winning brand, the Consumer Electronics Show 0.03 4 0.12
(CES).
6. Samsung is the second-largest technology 0.07 4 0.28
company in the industry.
7. Samsung retains a stronghold in the market of 0.06 4 0.24
Asia.
8. For the 9th year in a row, Samsung Electronics 0.03 4 0.12
has been included in the “Asia’s Top 1000
Brands, and they are named as the best brand
in Asia.
9. Samsung’s manufacturing and marketing 0.02 4 0.08
capabilities are strong.
10. Samsung has synergistic support among 0.07 4 0.28
divisions or subsidiaries.

WEAKNESSES Weight Rating Weighted

Score
1 Since 2017, Samsung has been experiencing a
decline in its sales. 0.03 1 0.03
2 Samsung is heavily dependent on the American
markets even though they are making efforts to
diversify their resources and expand their
business. 0.09 1 0.09
3 Samsung had offered and delivered products
that failed, which threatened the buyers’ life that

16
 resulted in gradually destroying the trust and
confidence of buyers in Samsung Electronics. 0.05 1 0.05
4 Samsung’s revenue primarily came from its
low-end smartphones. 0.05 1 0.05
5 Samsung has been keeping the leadership
within the family for three generations because
of this, the company may become inactive
because of a lack of fresh ideas. 0.03 2 0.06
6 The bribery scandal of the company had ruined
its reputation. This scandal has resulted in
gradually destroying the trust of consumers in
Korea and globally. 0.05 1 0.05
7 Some technology companies offer products
with similar capabilities to the products offered 0.06 2 0.12
by Samsung and at more affordable prices.
8 Samsung lacks a competitive all-in-one platform
for hardware, software, and services. 0.03 1 0.03
9 Samsung focuses on too many products and
services which creates more competitors 0.05 2 0.10
limiting its ability to dominate and eventually
become its disadvantage over its competitors.
10 Samsung lacks the ability to produce their
software for their products, which would 0.05 2 0.10
increase profit margins, product integration, and
brand loyalty.

TOTAL 1.0 2.65

Legend: 4 = the response is superior, 3 = the response is above average, 2 = the

response is average, 1 = the response is poor

Analysis:

Internal Factor Evaluation (IFE) Matrix is used to help organizations build

strategies and assess their strengths and weaknesses. It’s also served as a basis to

evaluate the relationship among those areas of the business. In determining the

Internal Factor Evaluation (IFE) Matrix, there’s a need for intuitive and professional

17
judgment, and a thorough understanding is required rather than the actual numbers.

To develop the Internal Factor Evaluation (IFE) Matrix, there are five steps to follow:

In determining the Internal Factor Evaluation (IFE) Matrix, the strengths and

weaknesses of an organization must be assessed first. Knowing the strengths is

important as the organization will be mindful of the areas, they are strong in and be

considered an asset of the business. On the contrary, it is also relevant to evaluate

the weaknesses as it helps the organization be mindful of the areas needed for

further improvement. The next thing is to assign a weight ranging from 0.0 (less

important) to 1.0 (very important) for each factor. The weight given is based on the

relative importance of each factor on the business. Then, the rating represents 1 = if

the response is poor, 2 = if the response is average, 3 = if the response is above

average, 4 = if the response is superior. Then multiply each rating to the factor’s

weight to determine the weighted score. After doing that, sum it up to identify the

total weighted score of the firm.

Based on the information above, Samsung Electronics Co. Ltd. has a weighted

average of 2.65, which indicates that the responses in regard to its strengths and

weaknesses are average. The data shows that a score above 2.5 is considered to

have a strong internal position. Samsung Electronics Co. Ltd. has many strengths

that determine their company’s stability over its weaknesses. As a result, Samsung

Electronics Co. Ltd. continuously develops intensive strategies for their growth. If

they plan to take steps in terms of the organization’s weaknesses, they will

undoubtedly be a more robust organization since they view those weaknesses as

opportunities for progress.

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2.1 External Audit

An External Audit focuses on determining and assessing trends and events

beyond a company’s control, such as growing competition, new regulations and

guidelines, and dynamic changes in the economy and innovation. This aims to

understand and assess the external factors affecting the business. However, these

factors cannot be controlled by the industry. An external audit helps to develop a list of

opportunities and threats. Identifying the opportunities can help the company develop

strategies that can help them take advantage of these opportunities. Also, identifying

the threats could help the company to reduce its impact on its operations and

performance. The Competitive Profile Matrix (CPM) and External Evaluation Factor

(EFE) Matrix are used to gather, assimilate and assess the external factors.

Opportunities

1. 5G technology is in demand. Samsung is one of the top providers of 5G

technology because they have the capabilities to provide and offer this kind of

product.

2. Since the lockdown, the demand for smartphones has kept on growing

because of the online classes and work-from-home.

3. Trends in smartphones are highly dynamic, and new styles are instantly

introduced in the market. Samsung should keep to meet these new trends of

styles for smartphones.

4. The price of Samsung's products is more affordable than other brands of

smartphones, tablets, and other digital devices.

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 5. A customer prefers smartphones and tablets that are high quality but

affordable, and that is primarily what Samsung products are.

6. New technologies like wearable technology are being introduced in the

market. Wearable technology will be highly demanded in the future.

7. Online selling of products such as smartphones, tablets, and other mobile

devices are growing. These platforms can be on Shopee, Lazada, Amazon,

and many more platforms.

8. Having highly qualified and skilled employees will help the business achieve

its objectives and improve its productivity. Therefore, Samsung can take this

opportunity by investing in its HR Management.

9. There are different brands of mobile devices in the market, but Samsung’s

smartphones, tablets, and other mobile devices has a lot of attention from the

consumers.

10. The world is becoming more technologically advanced; therefore technology

innovation and high-tech industry is really important. Samsung can take this

opportunity by continuing developing and innovating technology and mobile

phones.

Threats

1. During the pandemic, Coronavirus became a threat for businesses because

this brought an impact on the changes in the industry environment. This

caused a decline in the sales of Samsung.

20
2. The technology industry keeps on growing, and new competitors are entering

the market. Therefore, there is high competition in the smartphone industry.

3. For a long time, Apple was still the dominant brand and known globally in the

technology industry more than Samsung.

4. The legal issue with Apple, which is about patent infringement. This issue had

damaged Samsung's reputation as well as its sales.

5. As the world becomes more globalized and digital-oriented there are new

rules, laws, and guidelines that the government has implemented. This is a

threat to Samsung because these might cause a hindrance in their operation,

and if they cannot comply with these new rules, laws, and guidelines, their

business will be shut down.

6. In the technology industry, counterfeiting of products keeps rising. There are

cases that new businesses entering the technology industry counterfeit the

products of Samsung, as they are one of the most known brands.

7. Samsung has an impending court case/lawsuit. This court case/lawsuit may

lead to limitation of business performance.

8. Consumers are switching to other brands of smartphones, tablets and other

digital devices when they find the quality of the products is not good.

9. There are dynamic changes in the technology industry. The speed of

innovation is fast.

10. There are products that are sold for a lower price, like OPPO.

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2.2.1 Competitive Profile Matrix

SAMSUNG APPLE NOKIA

Critical Success Weight Rating Score Rating Score Rating Score

Factors

1. Market Share 0.13 3 0.39 4 0.52 2 0.26

2. Product Quality 0.11 3 0.33 4 0.44 2 0.22

3. Price 0.10 3 0.30 2 0.20 4 0.40

Competitiveness

4. Advertising 0.07 3 0.21 4 0.28 2 0.14

5. Variety of Products 0.09 4 0.36 3 0.27 2 0.18

6. Customer 0.11 3 0.33 4 0.44 2 0.22

satisfaction and
Loyalty

7. Brand Reputation 0.11 3 0.33 4 0.44 2 0.22

8. Successful Product 0.06 3 0.18 4 0.24 2 0.12

Promotions

9. Market Penetration 0.12 3 0.36 4 0.48 2 0.24

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 10. Innovative Culture 0.10 4 0.40 3 0.30 2 0.20

Totals 1.00 3.19 3.61 2.20

Legend: 4 - major strength; 3 - minor strength; 2 - minor weakness; 1 - major weakness

Analysis:
The Competitive Profile Matrix (CPM) is one of the tools used in the External

Audit to have a better understanding of the competition and external environment in

the industry. It is used to compare a company’s strengths and weaknesses to those

of its key competitors. The Critical Success Factors are determined and analyzed.

These consist of the internal and external factors that have determined a company’s

success in the industry. Identifying the key competitors and Critical Success Factors

is the first step to do. After identifying the key competitors and Critical Success

Factors, each factor will be assigned a weight from 0.0 (low importance) to 1.0 (high

importance). The weight indicates the relevance of that factor in the company’s

success. Then after assigning each Critical Success Factor a weight, setting ratings

to each factor for every company is the next thing to do. The ratings refer to

strengths and weaknesses of companies, the ratings will be from 1 to 4, and these

ratings are equivalent to 4 for major strength, 3 for minor strength, 2 for minor

weakness, and 1 for major weakness. Then, multiply the weight of each Critical

Success Factor by its rating to determine the weighted score. After getting all the

weighted scores for each of the Critical Success factors, get the sum of the total

weighted score.

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 The key competitors of Samsung Electronics Co. Ltd. that we identified are Apple

and Nokia. In Critical Success Factors listed in the Competitive Profile Matrix (CPM),

the most important factor to be successful in the industry is the Market Share, which

has the highest weight of 0.13. The other factors that are listed are also deemed

essential, but Market Share has the highest weight. Based on the table of

Competitive Profile Matrix (CPM), Samsung is strongest on “Variety of Products” and

“innovative culture.” While Apple is the strongest on all of the Critical Success

Factors identified except on “Price Competitiveness,” “Variety of Products,” and

“Innovative Culture.” Nokia is the strongest on “Price Competitiveness.” As a result

of Competitive Profile Matrix (CPM), Apple has the highest total weighted score of

3.61, while Samsung and Nokia have a total weighted score of 3.19 and 2.20,

respectively. The Competitive Profile Matrix (CPM) result shows that Apple is the

biggest competitor of Samsung and more competitive in the technology industry than

its competitors. However, Samsung's total weighted score shows that it is not far

from the competitiveness of Apple because it only has a difference of 0.42.

Samsung can dominate the industry if they put more effort into taking advantage of

the market opportunities and overcoming the threats in the market.

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2.2.2 EFE Matrix

OPPORTUNITIES Weight Rating Weighted

Score
1. 0.08 4 0.32
5G technology is in demand. Samsung is one of the
top providers of 5G technology because they have
the capabilities to provide and offer this kind of
product.
2. 0.03 4 0.12
Since the lockdown, the demand on smartphones
has kept on growing because of the online classes
and work-from-home.
3. 0.10 4 0.40
Trends in smartphones are highly dynamic, new
styles are instantly introduced in the market.
Samsung should keep meeting these new trends of
styles for smartphones.
4. 0.03 3 0.09
The price of Samsung's products is more affordable
than other brands of smartphones, tables, and
other digital devices.
5. 0.03 3 0.09
A customer prefers smartphones and tablets that
are high quality but affordable, and that is primarily
what Samsung products are.

6. 0.04 3 0.12
New technologies like wearable technology are
being introduced in the market. Wearable
technology will be highly demanded in the future.

7. 0.03 2 0.06
Online selling of products such as smartphones,
tablets, and other mobile devices are growing.
These platforms can be on Shopee, Lazada,
Amazon, and many more platforms.

8. 0.03 3 0.09
Having highly qualified and skilled employees will
help the business to achieve its objectives and
improve its productivity. Therefore, Samsung can
take this opportunity by investing in its HR
Management

25
9. 0.04 3 0.12
There are different brands of mobile devices in the
market, but Samsung’s smartphones, tablets, and
other mobile devices has a lot of attention from the
consumers.

10. 0.11 3 0.33

The world is becoming more technology advanced;
therefore, technology innovation and high-tech
industry is really important. Samsung can take this
opportunity by continuing developing and
innovating technology and mobile phones.

THREATS Weight Rating Weighted

Score
1
During the pandemic, Coronavirus became a threat 0.05 2 0.10
for businesses because this brought an impact on
the changes in the industry environment. This
caused a decline in the sales of Samsung.

2
The technology industry keeps on growing, and 0.03 2 0.06
new competitors are entering the market.
Therefore, there is high competition in the
smartphone industry.

3
For a long time, Apple was still the dominant brand 0.07 2 0.14
and known globally in the technology industry more
than Samsung.

4
The legal issues with Apple, which is about the 0.02 3 0.06
patent infringement. This issue had damaged
Samsung’s reputation as well as its sales.

5
As the world becomes more globalized and digital 0.11 4 0.44
oriented there are new rules, laws, and guidelines
that the government has implemented. This is a
threat to Samsung because these might cause a
hindrance in their operation, and if they cannot
comply with these new rules, laws, and guidelines
their business will be shut down.

26
 6
In the technology industry, counterfeiting of 0.10 2 0.20
products keeps rising. There are cases that new
businesses entering the technology industry
counterfeit the products of Samsung, as they are
one of the most known brands.

7
Samsung has an impending court case/lawsuit. 0.02 3 0.06
This court case/lawsuit may lead to limitation of
business performance.

8
Consumers are switching to other brands of 0.05 3 0.15
smartphones, tablets, and other digital devices
when they find the quality of the products is not
good.

9
There are dynamic changes in the technology 0.01 4 0.04
industry. The speed of innovation is fast.

10
There are products that are sold for a lower price, 0.02 3 0.06
like OPPO.

TOTAL 1.0 3.05

Legend: 4 - the response is superior; 3 - the response is above average; 2 - the

response is average; 1 - the response is poor

Analysis:

External Factor Evaluation (EFE) Matrix is a method used by a company to

identify, summarize, and evaluate external factors such as opportunities and threats.

These factors could be about changes in the economy, competition in the market,

legal, social, demographic, and other factors that bring opportunities and threats that

affect the company. There are five (5) steps to develop an External Factor

Evaluation (EFE) Matrix successfully.

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 In the EFE Matrix, listing the key opportunities and threats is the first step to do.

Identify and list the opportunities first and then the threats. After identifying and

listing the opportunities and threats, assign a weight to each of the opportunities and

threats that range from 0.00 not important, to 1.0 very important. The weight

assigned to each of the opportunities and threats reflects how important it is to the

firm’s performance in its industry. Moreover, the weights assigned to all of the

factors must be equal to 1.0. Weights for opportunities might be higher than the

threats, but there is a circumstance that the weights assigned to the threats will be

higher than opportunities. Next, assign each factor of opportunities and threats a

rating from 1 to 4 to specify how effectively the firm’s strategies respond to the

external factors. The equivalent of the ratings are as follows, 4 for the response is

superior, 3 for the response is above average, 2 for the response is average, and 1

for the response is poor. After assigning the weights and ratings for each of the

factors, next is to get the weighted score by multiplying the weight by its rating. And,

get the sum of the weighted score for all of the factors.

After completing the steps for the External Factor Evaluation (EFE) Matrix, the

Samsung Electronics Co. Ltd. got a total weighted score of 3.05. The 3.05 total

weighted score indicates that the Samsung Electronics Co. Ltd. responded to its

opportunities and threats in an above-average way. It signifies that the Samsung

Electronics Co. Ltd. current strategies effectively exploit opportunities and overcome

threats in the technology industry.

28
2. STRATEGY FORMULATION

Samsung Electronics Co., Ltd is the world's second-largest technological

corporation, producing electronic products. However, Samsung, like any other

corporation, faces a number of problems that tend to hinder the company's operations.

Yet, the corporation has several strengths and initiatives that enable it to sustain its

market position. The table below shows the SWOT Analysis of Samsung.

2.1 SWOT Strategy

Strengths Weaknesses

Global Name Recognition Decline in Smartphone

Sales
Dominates the Smartphone
Market Heavily dependent on the
American Markets
Research and Development
Product Failures
Stronghold in the Asian
Markets Dependence on Low-end
Smartphones

Opportunities SO Strategies WO Strategies

29
 · Samsung should
5G Technology · Increase Research ensure that their goods
Development to create are well-designed and
Introduce and produce more functional in order to
Innovative Products innovative products. (S3, avoid errors that
O1, O2) endanger the lives of
HR Management
their customers. (W3,
· Samsung should keep
Reaching Emerging O2, O4)
innovating and bringing
Markets · Samsung must start
new items to market. (S2,
to engage into or
O1, O2)
broaden its resources
· Samsung should from other countries in
continue to hire highly order to generate top-
trained and skilled of-the-line innovative
personnel. (S4, O3, O4) products and increase
sales. (W2, O2, O4)

Threats ST Strategies WT Strategies

Economic · Samsung can · Samsung should

Uncertainty concentrate on upgrading devise a different
Sales Failure its present products and strategy for increasing
Increasing services in order to make sales once more. (W1,
Competition them more desirable to its T2)
Patent Infringement customers. (S2, T1, T2) · They should keep
Controversies · Samsung should looking for ways to
engage and continue to improve their present
innovate items that none products and services
of its competitors provide. so that they can
(S3, T3) outperform their
· Samsung should competitors. (W4,
devise a strategy to help T2,T3)
them clean up their image
and prevent making any
mistakes or infractions
that can tarnish their
image. (S1, T4)
2.2 SPACE Matrix

30
 The table below shows Samsung's SPACE Matrix. The matrix incorporates both

internal and external outlook.

Financial Position (FP) Stability Position (SP)

Cash Flows 6 Global Economic -2

Liquidity 5 Pricing Challenges -3

Return on Assets 4 Competitive Pressure -2

Revenue Increase 5 Technological Changes -1

Earnings per share 4 Demand Elasticity -1

FP Average 4.8 SP Average -1.8

Competitive Position (CP) Industry Position (IP)

Market Share -2 Growth Potential 3

Product Quality -1 Market Penetration 4

Price Competitiveness -2 Barriers to entry 3

Brand and Image -1 Access to Financing 4

Customer loyalty -1 Growth of Gadget Industry 3

CP Average -1.4 IP Average 3.4

31
X-axis (CP Average + IP Average) = 3.0 Y-axis (SP Average + FP Average) =

2.0

Directional Vector Point is: (3.0,2.0)

Analysis: Strategic Position of the Four Quadrants

The Competitive, Industry, Stability, and Financial Positions all pointed to the

upper right or Aggressive Quadrant, indicating that the strategies to be implemented

should be Backward, Forward, and Horizontal Integration, Market Penetration, Market

32
Development, Technological Development, Product Development, and Related or

Unrelated Diversification.

Aggressive Position - The business sector has good financial stability, a

competitive product, and flexible expansion possibilities.

Conservative Position - Although the industry in this sector has the potential to

be steady, growth is moderate. Nonetheless, it is stable financially.

Defensive Position - Due to the extreme situations (pandemic), the industry has

remained unappealing and uncertain, but the rate on profit development is improving

marginally.

Competitive Position - The sector in this region has the potential to be stable

and grow rapidly, but financial resources are limited.

2.3 Grand Strategy Matrix

33
Analysis:

The Grand Strategy Matrix is divided into two dimensions: market growth and

competitive positions. It is a well-known technique for developing alternative plans, and

the frameworks are designed to assist in determining the likely direction your

organization should go. It is divided into four strategy quadrants. A strong competitive

position and quick market growth characterize Quadrant I. This is regarded as the best

quadrant since it maintains a focus on current market development and product

development. Quadrant II has a weak competitive position but a rapidly growing market.

This quadrant indicates that there are things that need to be improved or altered in

order to achieve an exceptional result. Quadrant III, on the other hand, has a weak

34
competitive position and limited market expansion. In this position, it indicates that the

company is not doing well and that big changes must be considered in order to increase

the company's competitiveness. Finally, while Quadrant IV has a solid competitive

position, market growth is modest. The corporation has clout in a variety of programs in

this location.

As shown in the figures above, this is determined that Samsung Electronics Co.,

Ltd is in the I Quadrant of the Grand Strategy Matrix. Samsung has a solid competitive

position and is rapidly expanding in the market. It demonstrates that the organization

has an aggressive plan to fulfill its purpose. Samsung is the world's second-largest firm,

providing electronic items that have allowed it to expand and penetrate the market, and

product development.

IE Matrix

The Total IFE Weighted Scores

Strong Average Weak

35
 High 4
I II III

3.5
The EFE Total Weighted Scores

Medium 3

2.5

Low 2

1.5
Description:
I, II, IV – Grow & Build
III, V, VII – Hold & Maintain
VI, VIII, IX – Harvest or Divest
1
4 3.5 3 2.5 2 1.5 1

Analysis:

Table no. ___ shows the composition of the IE Matrix above.

COMPANY IFE EFE SALES ($/Billion)

Samsung Electronics 2.65 3.05 56,097,000,000

The two dimensions of the IE Matrix is based on the weighted score of the IFE

Matrix and EFE Matrix done in Chapter 2. The X-axis of the IE Matrix is the IFE score

and the Y-axis is the EFE score. The total IFE weighted score of Samsung in the IE

Matrix is 2.65 which indicates that the company is at an average internal position and it

is at a stable condition; while the total EFE weighted score of Samsung in the IE Matrix

36
is 3.05 which indicates that the company is at high external position and it is the best

and suitable condition for a company.

Upon plotting the points in the matrix, Samsung Electronics landed on the

second cell of region 1. This means that the company is at a grow and build position.

The company could use market penetration, market development, or product

development, which are considered as intensive strategies, or backward integration,

forward integration, and horizontal integration, which are integrative strategies. This is

one of the best positions for businesses and this also reflects that the company is

successful in achieving their goals and objectives.

37
BCG Matrix

Relative Market Share Position

High Medium Low
1.0 0.50 0.0
High
+20
Industry Sales Growth Rate

Medium
0

Low
-20

Analysis:

Samsung Electronics is actually composed of 6 major divisions. The BCG Matrix

above only shows 4 out of 6 major divisions in order to provide an estimated overview of

Samsung’s business segments and their attractiveness to industry, market share, and

revenue generation positions. This will help the management allocate their resources

properly and help generate future actions to each business unit. Table no.__ shows the

respective strength of each business division by their corresponding percentages in the

categories shown below. Data generated in each cell are based on quarter 4 of year

2020 for Samsung.

38
 PRODUCTS MARKET MARKET RELATIVE INDUSTRY REVENUE
SHARE SHARE OF MARKET SALES (Trillion)
LARGEST SHARE GROWTH
COMPETITOR RATE

DIVISON 1 (Mobile 19.77% 26.44% 0.75 50% 4.45

Communications)
DIVISON 2 (Desktop) 16.75% 9.03% 1.85 30% 5.54
DIVISON 3 (Consumer Electronics 7.84% 7.88% 0.99 8% 7.32
- accessories)
DIVISON 4 (IT - services) 0.81% 14.55% 0.06 10% 30.49

QUESTONMARK

The division appearing on Quadrant I at the top right portion of the BCG Matrix

indicates that Samsung Electronics’ Mobile Communication (DIVISION 1) business

segment is experiencing a relative market share that is low, yet this segment’s sales in

the industry are yielding high values. However, the circle in Quadrant I indicates that the

revenue they generate in that division is lower than what other divisions have during the

4th quarter of the year 2020. This means that the company need more cash but their

cash generation on this division is at a low percentage. It is considered as a

“questionmark” by the company since they are still discussing whether to strengthen this

division by imploring strategies such as market penetration, market development, or

product development, which are considered as intensive strategies to make sales.

STAR

The division in Quadrant II is considered as a “star” since this indicates that the

business segment that landed on that plane are representing good opportunities for the

company because they have high industry growth rate and high relative market share

position. Samsung Electronics’ Desktops (DIVISION 2) landed on this plane, and this
39
could mean that they must invest more in this segment since they are relatively high in

both dimensions. However, the circle in Quadrant II indicates that the revenue they

generate from this segment is still not as high as the revenues being generated by

Quadrant III and Quadrant IV. But they can still use strategies such as forward,

backward, and horizontal integration, market penetration, market development, or

product development since it showcases dominance over other divisions of the

company.

CASH COWS

The Consumer Electronics – accessories (DIVISION 3) of Samsung Electronics

landed on Quadrant III of the BCG Matrix because this business segment generates

sales, but they are “milked”. This division has a low industry growth rate and high

market shares. Cash cows are potential Stars, but they are lacking in some aspects that

the management may need to look over. Strategies that they can use in this segment

are product development, diversification, retrenchment, or divestiture. Also, they are

ranked as 2nd in the revenue generating division of the company based on the size of

the circle in the Quadrant III of the BCG Matrix.

DOGS

The lower right corner of the BCG Matrix is called Quadrant IV which indicates

that the business segment that lands here have low market share position and low

industry sales growth rate. The division that landed here is Samsung Electronics’ IT –

services (DIVISION 4) and they may need to induce strategies such as retrenchment,

divestiture, or liquidation since this segment has weak external and internal position in

40
the company. However, they are the most revenue generating segment of the business

and they might need to look over this division since the circle on Quadrant IV indicates

good revenue flow.

QSP Matrix

Open Develop
Product Market
Opportunities Development Penetration
Weight (Expand Internally) (Expand Externally)

AS        TAS AS        TAS

1. 0.08 4 0.32 2 0.16

5G technology is in demand. Samsung is
one of the top providers of 5G technology
because they have the capabilities to
provide and offer this kind of product.

2. 0.03 4 0.12 3 0.09

Since the lockdown, the demand on
smartphones has kept on growing
because of the online classes and work-
from-home.

3. 0.10 3 0.30 4 0.40

Trends in smartphones are highly
dynamic, new styles are instantly
introduced in the market. Samsung should
keep to meet these new trends of styles
for smartphones.

4. 0.03 3 0.09 2 0.06

The price of Samsung's products is more
affordable than other brands of
smartphones, tables, and other digital
devices.

5. 0.03 4 0.12 1 0.03

A customer prefers smartphones and
tablets that are high quality but affordable,
and that is primarily what Samsung
products are. 

41
6. 0.04 4 0.16 3 0.12
New technologies like wearable
technology are being introduced in the
market. Wearable technology will be
highly demanded in the future.

7. 0.03 - - - -
Online selling of products such as
smartphones, tablets, and other mobile
devices are growing. These platforms can
be on Shopee, Lazada, Amazon, and
many more platforms.

8. 0.03 - - - -
Having highly qualified and skilled
employees will help the business to
achieve its objectives, and improve its
productivity. Therefore, Samsung can take
this opportunity by investing in its HR
Management

9. 0.04 - - - -
There are different brands of mobile
devices in the market, but Samsung’s
smartphones, tablets, and other mobile
devices has a lot attention from the
consumers.

10 0.11 - - - -
. The world is becoming more technology
advanced; therefore, technology
innovation and high-tech industry is really
important. Samsung can take this
opportunity by continuing developing and
innovating technology and mobile phones.

Threats

1. 0.05 - - - -
During the pandemic, Coronavirus
became a threat for businesses
because this brought an impact on

42
 the changes in the industry
environment. This caused a decline
in the sales of Samsung.

2. 0.03 2 0.06 3 0.09

The technology industry keeps on
growing, and new competitors are
entering the market. Therefore,
there is high competition in the
smartphone industry.

3. 0.07 - - - -
For a long time, Apple was still the
dominant brand and known globally
in the technology industry more
than Samsung.

4. 0.02 - - - -
The legal issues with Apple, which
is about the patent infringement.
This issue had damaged
Samsung’s reputation as well as its
sales.

5. 0.11 4 0.44 3 0.33

As the world becomes more
globalized and digital oriented there
are new rules, laws, and guidelines
that the government has
implemented. This is a threat to
Samsung because these might
cause a hindrance in their
operation, and if they cannot
comply with these new rules, laws,
and guidelines their business will
be shut down.

6. 0.10 - - - -
In the technology industry,
counterfeiting of products keeps
rising. There are cases that new
businesses entering the technology
industry counterfeit the products of
Samsung, as they are one of the
most known brands.

43
7. 0.02 3 0.06 1 0.02
Samsung has an impending court
case/lawsuit. This court
case/lawsuit may lead to limitation
of business performance.

8. 0.05 - - - -
Consumers are switching to other
brands of smartphones, tablets and
other digital devices when they find
the quality of the products is not
good.

9. 0.01 4 0.04 3 0.03

There are dynamic changes in the
technology industry. The speed of
innovation is fast.

10 0.02 - - - -
. There are products that are sold for
a lower price, like OPPO.

Strengths

1. For years, Samsung has been 0.10 - - - -

globally known in the smartphone
industry. 

2. Samsung makes significant efforts 0.06 4 0.24 3 0.18

in Research and Development,
resulting in one of the most robust
patent portfolios among technology
corporations.

3. Samsung operates 34 Research 0.04 3 0.12 4 0.16

and Development institutions
around the world that help them
make innovation to their products.

4. Samsung has been a pioneer for 0.03 - - - -

innovation capable of producing
well-designed and ecologically

44
 friendly products.

5. For 14 years, Samsung received an 0.03 - - - -

award-winning brand, the
Consumer Electronics Show (CES).

6. Samsung is the second-largest 0.07 - - - -

technology company in the
industry.

7. Samsung retains a stronghold in 0.06 4 0.24 3 0.18

the market of Asia.

8. For the 9th year in a row, Samsung 0.03 - - - -

Electronics has been included in
the “Asia’s Top 1000 Brands, and
they are named as the best brand
in Asia.

9. Samsung’s manufacturing and 0.02 4 0.08 2 0.04

marketing capabilities are strong.

10 Samsung has synergistic support - - - - -

. among divisions or subsidiaries.

Weaknesses

1. Since 2017, Samsung has been 0.03 1 0.03 2 0.06

experiencing a decline in its sales.

2. Samsung is heavily dependent on 0.09 1 0.09 2 0.18

the American markets even though
they are making efforts to diversify
their resources and expand their
business.

3. Samsung had offered and delivered 0.05 - - - -

products that failed, which
threatened the buyers’ life that
resulted in gradually destroying the
trust and confidence of buyers in
Samsung Electronics.

4. Samsung’s revenue primarily came 0.05 - - - -

from its low-end smartphones.

45
5. Samsung has been keeping the 0.03 2 0.06 4 0.12
leadership within the family for
three generations because of this,
the company may become inactive
because of a lack of fresh ideas.

6. The bribery scandal of the company 0.05 - - - -

had ruined its reputation. This
scandal has resulted in gradually
destroying the trust of consumers in
Korea and globally.

7. Some technology companies offer 0.06 2 0.12 4 0.24

products with similar capabilities to
the products offered by Samsung
and at more affordable prices.

8. Samsung lacks a competitive all-in- 0.03 1 0.03 3 0.09

one platform for hardware,
software, and services.

9. Samsung focuses on too many 0.05 - - - -

products and services which
creates more competitors limiting
its ability to dominate and
eventually become its disadvantage
over its competitors. 

10 Samsung lacks the ability to 0.05 - - - -

. produce their software for their
products, which would increase
profit margins, product integration,
and brand loyalty.

SUM OF TOTAL ATTRACTIVENESS 2.61 2.58

Analysis:

The factors involved in the QSPM have an effect on the choices being made by

the company. It also affects other matrices that can result to examination of possible

opportunities, avoidance of external threats, capitalization of strengths, and enhance

46
weak points in the company. The following are the legends for each Attractiveness

Rating:

LEGEND:

1 = not attractive

2 = somewhat attractive

3 = reasonably attractive

4 = highly attractive.

Samsung is one of the leading brands of smartphones in the market. It has

several options for expanding their business. There are two main areas explored in the

QPSM above, namely, expanding and improving internal factors of the company

(Product Development) or acquiring and expanding the business through external

means (Market Penetration). Further computations concluded that expanding and

improving internal factors of the company (Product Development) is the winner,

garnering a score of 2.61 as compared to acquiring and expanding the business

through external means (Market Penetration) which garnered a score if 2.58. This could

possibly mean that consumers are contented with the products that Samsung

Electronics offer, and they are not even considering buying products that were not

originally Samsung-made. Also, improving their current products each year is what

Samsung is best-known for and taking over other businesses in the market may mean

something else for consumers.

47
3. STRATEGY RECOMMENDATION AND ACTION PLAN

Samsung has been in the industry for many years, and it is now globally known

for their smartphones and tablets. Samsung also takes note and considers new things

such as the trends within the smartphone industry. For Samsung to continually be

globally competitive with other competitors, the following strategies are recommended:

Strategy 1 - Market Penetration

The Samsung Company aims and attracts phone users who are in the middle

classes. Samsung needs a strategy wherein they should build and retain customers'

loyalty. Under market penetration strategy, the company could use a penetration pricing

strategy. Samsung should continue to offer phones with a low entry price which could

easily attract those middle-class consumers.

Strategy 2 - Product Development

Samsung Company is known to produce and release multiple different kinds or

features of smartphones at the same time. Samsung has been keeping their leadership

in the smartphone industry for three generations which leads it to become inactive

because of lack of fresh ideas. This product development strategy must be by Samsung

to innovate a new product outside their core product. They should also clarify their

intention in creating a new smartphone by considering what might be the needs and

wants of their target consumers in using a smartphone.

48
ACTION PLAN

Market Penetration Strategy

Market Penetration Strategy, specifically, Penetration Pricing Strategy, is a well-

known and effective strategy that Samsung used for their company's growth. This

technique is made possible by having market expansion globally and providing

smartphones that offer specifications based on the consumers' needs. Samsung uses

penetration pricing strategy to increase sales and company's growth by producing the

best smartphone at an affordable price and targeting the middle-class consumers.

Samsung should monitor and assess the needs of the consumers and changes under

the smartphone industry by conducting and creating business cases for the company's

improvement and innovative projects.

Product Development

The Product Development Strategy is a strategy used by an organization in order

to retain customer's loyalty and satisfaction in every product that the company is going

to produce. This technique could be made possible by reviewing the existing old

smartphones and evaluate whether what should be the things that the manufacturers

and the company should focus on. Aside from that, Samsung could also create a

business case for a purpose of knowing what the best and new development,

enhancement, and discontinuation of features of old smartphones that will be is needed

to be improved on for the future smartphone development.

49
4.    CONCLUSION

The following conclusions have been drawn based on the statistical outcomes of

the various matrices:

In the Internal Factor Evaluation Matrix, Samsung Electronics Co. Ltd. earned a

total weighted score of 2.65 which indicates that the strengths and weaknesses of this

company is average in its effectiveness. Samsung Electronics Co. Ltd.’s total weighted

score is considered as having a strong internal position.

         The External Factor Evaluation Matrix or EFE Matrix, Samsung Electronics Co.

Ltd. has a weighted average of 3.05 this interprets that the company’s strategy is

effective in an above-average way. This result shows that the company’s strategy is

effective in responding to its opportunities and threats caused by the external factors

that are present in social, economic, political, legal, and other external forces.

Specifically, Samsung responded to the COVID Pandemic threat in a way that they take

the opportunity of having high demand for smartphones to keep their product be more

affordable yet useful having a best phone feature.

         The result in the Competitive Profile Matrix or CPM indicates that Apple and

Nokia are two of the major competitors for Samsung Electronics Co. Ltd., with a total

weighted score of 3.61 for Apple, followed by 3.19 for Samsung and 2.60 for Nokia. The

analysis suggests that even though Samsung Electronics Co. Ltd., is not on the lead

under smartphone industry among its competitors, the result is still not too far against

the leading competitor and it is evidently that the company is still in a good position for

50
earning an above-average score and they are able to respond efficient and effectively in

internal and external factors.

         In Boston Consulting Group Matrix, Samsung Electronics is on Quadrant 1

(Question mark) because the results show that the division 1 that falls under quadrant 1

has the highest sales growth rate earned 50% and also has the highest market share of

19.77%. For the Strategy Position and Action Matrix or SPACE Matrix, the result shows

that Samsung Electronics is positioned in Quadrant 1, which suggests that the company

is in Aggressive Position. This position indicates that the company has good financial

stability, a competitive product and is flexible in any expansion possibilities. This also

shows that Samsung Electronics fully exploits available opportunities and has an

enhanced market share. 

51
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APPENDICES

Appendix A

SAMSUNG ELECTRONICS GROWTH

56
57
Appendix B

SAMSUNG’S MARKET SHARE

58
59
Appendix C

SAMSUNG’S EXPENDITURES

60
Appendix D

SAMSUNG’S ECONOMIC PERFORMANCE

61
Appendix E

Process Map of Manufacturing in Samsung Electronics Co. Ltd

62
63
64