UNIVERSITY OF ECONOMY & FINANCE

FINAL REPORT

Subject: Sales Management

Lecturer: Nguyễn Tiến Huy
Class: A12E
Name: Nguyễn Ngọc Minh Châu - 215042302
 Content
1. Product company
1.1 About SamSung company
1.2 Product of SamSung company
1.2.1 Mobile devices
1.2.2 Home appliances
1.2.3 Televisions
1.2.4 Semiconductors
1.2.5 Memory and storage
1.2.6 Smart home product
1.3 Strengths, weaknesses and evaluation
2. Sales organization
2.1 Sales distribution channel structure
2.2 Members of the company’s SamSung distribution channel
2.3 Strengths, weaknesses and evaluation
3. Selling process
3.1 About selling process
3.2 Strengths, weaknesses and evaluation
4. Sales targets
4.1 About sales targets
4.2 Strengths, weaknesses and evaluation
5. Sales Budget
5.1 About sales budget
5.2 evaluation
6. Sales staff recruitment
6.1 About sales staff recruitment
6.2 Strengths, weaknesses and evaluation
7. Sales staff training
7.1 about sales staff training
7.2 Strengths, weaknesses and evaluation
8. Motivation
8.1 Several policies promote employee motivation at Samsung
8.2 Strengths, weaknesses and evaluation
9. Evaluation
9.1 Swot analysis
9.2 Strengths, weaknesses and evaluation
 Thank you

During the execution and conclusion of our group research on "Sales Management" under
the teacher , it's possible that our research paper may contain certain shortcomings, which
we kindly request everyone to overlook. Furthermore, we welcome your valuable
feedback to enhance the quality of this study.

First and foremost, we express our heartfelt gratitude to Mr. Nguyễn Tiến Huy for his
enthusiastic guidance, support, and motivation throughout our journey. We also extend
our sincere thanks to all our team members who collaborated diligently to bring this
project to fruition.

We would like to extend our appreciation to the University of Economics - Finance for
granting us the opportunity to delve into this research subject, enabling us to acquire
practical knowledge that has been invaluable in our coursework.

With warm regards,

Minh Châu
 1. Product company
1.1 About SamSung company
Samsung Electronics is a South Korean multinational electronics company, the leading
subsidiary of the Samsung group organization and has been the largest technology
company in the world by revenue since 2009. Samsung Electronics currently operates
many representative offices, product assembly plants and sales networks spanning 120
countries and territories globally with a number of full-time employees at one point. to
hundreds of thousands of people.

Type of business Private company

Full name Samsung Electronics Co., Ltd. (SAMSUNG

ELECTRONICS COMPANY LIMITED)

Establish 1969

Headquarters Samsung Digital City, Suwon, South Korea.

Starting country South Korean

Founder Lee Byoung Chul

Revenue 23.845 quintillion ( Won)

Based in Viet Nam KCN Yên Phong 1 - Xã Yên Trung - Huyện Yên Phong -
Tỉnh Bắc Ninh

Fax 02413696003

Subsidiaries - Samsung Experience Store

- Samsung Medison
- Samsung Telecommunications
- SmartThings
- Harman International

URL https://www.samsung.com/

Samsung Electronics Vietnam Co., Ltd. (SEV) received its investment license on March
25, 2008, and officially commenced operations in April 2009. The total investment
amount stands at $2.5 billion at present. As of the end of June 2018, SEV had disbursed
over $2.4 billion.
Samsung Electronics operates nine mobile phone factories globally, with each of Korea,
Indonesia, and India hosting one factory, and China, Brazil, and Vietnam hosting two
factories each. Among these, the two factories in Vietnam, SEV (located in Bac Ninh)
and SEVT (situated in Thai Nguyen, established in 2013 with an investment capital of $5
billion), are currently the largest and most advanced mobile phone component and
assembly facilities in the Samsung Electronics global network.

SEV employs approximately 40,000 individuals, while SEVT has a workforce of 70,000,
collectively accounting for more than 30% of Samsung Electronics' worldwide
workforce. These factories supply over 50% of all Samsung phones globally. Moreover,
roughly 70% of the production capacity in both plants is dedicated to manufacturing
mobile phone components for domestic assembly and export to other Samsung factories.

1.2 Product of SamSung company

1.2.1 Mobile devices
Samsung's mobile devices are known for their high-end features, sleek designs, and
innovative technology. The company's flagship smartphones, such as the Galaxy Z fold,
Galaxy Z flip Galaxy S and Galaxy Note series, feature large, high-resolution screens,
powerful processors, and advanced camera systems. Samsung also offers a range of
mid-range and budget smartphones, as well as tablets, wearables, and other mobile
devices.

Product Image

Samsung galaxy watch:

The Samsung Galaxy Watch is a smartwatch that offers a

range of features, including fitness tracking, music playback,
and mobile payments.
Samsung galaxy Tab series

The Samsung Galaxy Tab series is a line of Android-based

tablets that includes the Galaxy Tab S7 and S7+.

Samsung galaxy Note series

The Samsung Galaxy Note series is a line of smartphones that

includes a stylus for note-taking and drawing. The most recent
models include the Galaxy Note20 and Note20 Ultra.

Samsung galaxy S series

The Samsung Galaxy S series is a line of high-end

smartphones that includes the latest technology and features.
The most recent models include the Galaxy S21.

Samsung galaxy Z series

The Samsung Galaxy Z series is a line of foldable
smartphones that includes the Galaxy Z Fold2 and the Galaxy
Z Flip.
 Samsung galaxy A series

The Samsung Galaxy A series is a line of mid-range

smartphones that offers a balance of features and affordability.
The most recent models include the Galaxy A52 and A72.

1.2.2 Home appliances

Samsung's lineup of household appliances is crafted with the aim of simplifying and
enhancing daily chores. Take, for instance, their refrigerators, which are characterized by
spacious interiors, contemporary aesthetics, and cutting-edge functionalities like the
FlexZone compartments, providing adaptable storage solutions. In the case of Samsung's
washing machines and dryers, they incorporate pioneering technologies like QuickDrive
and EcoBubble, delivering swifter and more effective cleaning processes.

1.2.3 Televisions
Samsung's television range is renowned for its top-notch screens, inventive
functionalities, and elegant aesthetics. Samsung's QLED TVs are celebrated for their
vivid color representation and deep black levels, whereas the 4K UHD TVs present
striking visual clarity, delivering immersive viewing moments. Additionally, Samsung's
The Frame TV serves a dual purpose by transforming into a work of art when not in
operation, showcasing high-quality images of paintings and photographs.

1.2.4 Semiconductors
Samsung stands as a prominent semiconductor manufacturer, supplying these vital
components for a broad spectrum of electronic devices. Renowned for their superior
performance, dependability, and energy efficiency, Samsung's semiconductors encompass
a variety of products, including memory chips, processors, image sensors, and more.
 1.2.5 Memory and storage
Samsung's memory and storage solutions are meticulously crafted to deliver swift and
dependable storage capabilities for an assortment of devices. Samsung's solid-state drives
(SSDs) provide rapid data transfer speeds and enhanced performance compared to
conventional hard drives. Meanwhile, Samsung's memory cards and USB flash drives
offer compact and portable storage alternatives for various mobile and other gadgets.

1.2.6 Smart home product

Samsung's lineup of smart home solutions is meticulously engineered to enhance
convenience and efficiency in daily life. Consider their smart speakers, which, for
instance, enable voice commands for a multitude of functions. Likewise, their smart locks
provide secure keyless entry and remote access management. Furthermore, Samsung's
smart lighting systems offer personalized lighting choices and contribute to energy
conservation.
 1.3 Strengths, weaknesses and evaluation
Strengths:
- Diverse Product Portfolio: Samsung boasts an extensive product lineup spanning
multiple categories, including smartphones, tablets, televisions, home appliances,
and wearables. This wide array of offerings enables them to address a broad
spectrum of consumer needs and preferences, ultimately bolstering their market
presence.
- Premium Build Quality and Aesthetics: Samsung has cultivated a reputation for
crafting products known for their exceptional build quality and elegant designs.
They prioritize the use of high-quality materials and emphasize aesthetics, which
significantly enhances their appeal among consumers.
- Vertical Integration: Samsung's unique advantage lies in its ability to
manufacture many of the crucial components used in their products, such as
displays, memory chips, and processors. This vertical integration affords the
company greater control over production costs, ensures product quality, and
enables optimization of device performance.

Weaknesses:
- Product Proliferation: Although Samsung's extensive product range can be a
strength, it can also turn into a weakness. The company occasionally introduces
multiple models with nearly identical specifications and features. This can lead to
customer confusion and make it challenging for consumers to discern the best
product for their needs.
 - Reputation Damage from Past Incidents: Samsung faced a significant setback in
2016 due to battery issues with the Galaxy Note 7, resulting in a global recall. This
incident severely tarnished the company's reputation and eroded consumer trust.
Although Samsung has since made strides in improving battery technology, the
repercussions of these incidents may still linger and affect consumer confidence in
the brand.
Evaluation:
- Samsung could enhance its customer-centric approach by actively integrating
customer feedback and preferences into its product development procedures. By
doing so, Samsung can guarantee that its products align more closely with the
desires and anticipations of its customer base, potentially resulting in elevated
levels of customer contentment and loyalty.
2. Sales organization
2.1 Sales distribution channel structure

Presently, Samsung employs a parallel distribution channel for its mobile phones,
encompassing both direct and indirect distribution methods. This channel operates under
a contract-based Vertical Marketing System (VMS). The company maintains a binding
relationship with its agents through sales principle contracts, which serve as the
foundation for channel operations. Samsung's primary objective here is to establish
enduring, mutually advantageous associations with channel members. Each division
within the channel operates within a distinct context, encompassing resource
management, production, distribution, and sales. These divisions are deeply committed to
innovation, a core aspect of Samsung's vision and mission.
Channel A (Non-Grant Channel): Samsung directly retails its mobile phones to
consumers through dedicated showrooms. Presently, the company operates four Samsung
mobile phone showrooms nationwide, including one in Hanoi, one in Da Nang, and two
in Ho Chi Minh City. These showrooms serve as showcases for the company's product
range. Showroom customers primarily consist of those who prefer to buy directly from
the company's showrooms, valuing the assured product quality even if it comes at a
slightly higher price than at dealers. Additionally, a substantial portion of showroom
customers are acquaintances of company employees. However, showroom sales
constitute a relatively small proportion, contributing less than 5% to the company's
overall Samsung mobile phone revenue.

Channel B (One-Level Channel): Samsung's products are supplied to mobile phone

supermarkets, electronics centers, and mobile phone retailers. Prominent outlets for
Samsung mobile phones include The Gioi Di Dong, Telecommunications A, Nguyen
Kim, Phuoc Lap, and the 12 Dien Bien Phu Store. Currently, the company maintains
relationships with nearly 300 retail agents nationwide. Sales through this channel account
for roughly 50% of Samsung mobile phone sales within the company, with a tendency to
increase as more supermarkets and mobile phone retail stores emerge.

Channel C (Two-Level Channel) and D (Three-Level Channel): These channels introduce

wholesale agents as intermediaries before products reach retailers who serve consumers.
Currently, the company collaborates with 150 wholesale agents. This distribution channel
contributes to 45% of Samsung mobile phone sales across the company.

2.2 Members of the company’s SamSung distribution channel

A wholesaler serves as a crucial intermediary in the distribution of Samsung mobile
phones by the company. These wholesale agents operate as independent business entities
with their own objectives. Typically, they handle mobile phones from various brands,
including Nokia, Samsung, Motorola, SonyEricsson, and others. These agents often
decide to import products based on customer demand. When a new product is introduced,
wholesalers initially import a quantity based on their experience to test the market. If the
response is positive, they increase their import volume; otherwise, they reduce or
discontinue importing the product. One valuable service provided by wholesalers is free
shipping. They also share the transaction costs with retail stores, sometimes even on a
per-phone basis. Pricing of wholesale agent products for special customers is flexible,
depending on the target audience, timing, and business objectives.
Wholesale agents typically do not independently organize promotional activities but rely
on the company's promotional programs. They swiftly adapt to the company's policies
within the framework of their rights and responsibilities defined in the agency contract.
According to the contract, agents place orders based on demand, adhering to a minimum
quantity stipulated in the contract (usually a minimum of 50 units per month). The
purchase price for agents is determined by the company after accounting for discounts,
incentives, and other forms of support. Agents can make payments through cash or bank
transfers. The company covers 100% of the shipping costs to the registered agent address.
Agents are obligated to implement the company's promotional programs for their
customers.

Moreover, dealers also serve as conduits for market information, including updates on
new products, prices, promotions, and competitor analysis, which they receive through
the company's sales staff.

In their relationship with the company, wholesale agents operate according to the rights
and responsibilities outlined in the agency contract. This includes order placement based
on demand, with a minimum quantity requirement specified in the contract (typically a
minimum of 50 units per month). The agent's purchase price is determined by the
company, factoring in applicable discounts, bonuses, and other forms of support. Payment
can be made in cash or via bank transfer. The company covers 100% of the shipping costs
to the registered agent address. Wholesale agents are obligated to execute the company's
promotional programs for their customers.
- When the company reduces the price, the agent will be supported with the
difference arising from the price change for the quantity of products that are still in
stock in the dealer's warehouse purchased by the company within 15 or earlier
from the date of the discount.
- Support for the cost of capital backlog due to deposit payment, this amount will be
deducted monthly to the agent.

In addition, the agency contract also has other basic agreements such as goods quality,
price, payment method, delivery and shipping method, product warranty, and dispute
resolution. The agency contract is valid for 1 year from the date of signing. At the end of
the above time limit, if the two parties have no opinion, the Principle Contract will
automatically be extended for the next 1 year and shall not exceed 2 years.
2.3 Strengths, weaknesses and evaluation
Strengths
- The company has successfully established and overseen a growing and efficient
sales network, characterized by loyal and proficient members. This represents a
notable strength for the company, and it is imperative to uphold these valuable
relationships, especially given the escalating competition in the current business
landscape. To sustain these connections, the company understands that it must rely
not only on long-standing familiarity but also on maintaining close ties with the
market. This entails gaining a deep understanding of the challenges encountered
by channel members and subsequently implementing appropriate resolution
policies to address these challenges.
Weakness
- The company places significant emphasis on product consumption but has not
fully comprehended or applied marketing principles in its channel management
endeavors. Consequently, the policies regarding distribution channel management
lack clear direction and are deficient in terms of supportive implementation
solutions.
- Currently, the company still has no effective approach to channel members'
difficulties, needs and desires. Therefore, the company's support solutions for
channel members only stop at the level of direct support programs drafted by the
company itself.
- Additionally, the direct support measures discussed earlier, including training
initiatives, incentive programs, and bonuses, have several limitations. The
company has yet to fully comprehend the integration of marketing-mix elements
such as product, pricing, and promotion strategies into its distribution channel
management. The application of these concepts remains sporadic and unplanned.
Furthermore, the company has not placed adequate emphasis on monitoring and
evaluating the activities of its distribution channel members. Consequently, there
is no routine assessment of agent activities, leading to a lack of timely and
accurate insights into their performance. Both high-performing and
underperforming agents are not adequately incentivized or supported by the
company, and the root causes of poor performance are not effectively identified or
addressed.
Evaluation
- Samsung has the opportunity to expand its retail footprint by either launching
additional physical stores or forming partnerships with established retailers to
exhibit its product range. This approach can effectively broaden its customer reach
 and enhance brand exposure. To further entice potential customers, Samsung can
offer exclusive promotions and deals on its products, which could be facilitated
through collaborations with retail partners, affiliate marketing initiatives, and
targeted advertising campaigns.

3. Selling process
3.1 All step about selling process
○ Step 1: Probe
To identify potential customers for Samsung, we need to analyze how much they will
spend, their purchasing authority, and their desire to buy.
○ Step 2: Approach
Collecting customer information by some ways like this:
- Online survey
- Customer opinion form
- Listen to social media
- Customer Interview
- Analyze purchase history
- Free Wi-Fi
- Buy data
○ Step 3: Reach out
Reach customers in a number of ways such as:
- Email Marketing
- Events/Trade Shows
- Telemarketing/SMS Marketing
○ Step 4: Identify the need
Ask open-ended questions: to understand the prospect's needs, wants, and weaknesses.

Ask about the decision-making process: to determine if the prospect has the authority to
make a purchase decision.

Discuss the prospect's budget: to determine if the prospect has the financial resources to
purchase the product. Confirm the prospect's wants: confirm that the customer really
wants the product.

Confirm the prospect's wants: confirm that the customer really wants the product.
○ Step 5: Presentation
The salesperson described the product as follows: Present the value proposition: present
the product's value proposition and highlight its benefits.
- Featured:
Uniqueness: Products of Samsung product lines are often designed with
minimalism, creativity, outstanding advanced technology to make a difference and
attract customers.
High quality: powerful and unique features that Samsung launched in its products
before other phone brands such as QHD screen, water resistance, fingerprint
sensor or strong camera, etc. It can be said that the Samsung phones pioneered the
novel and were useful. Besides, these Samsung phones also have the ability to
connect the phone to the TV very well, increasing the ability to experience the
interface, images.
- Evidence:
To support this feature, the salesperson provides proof in the form of physical
evidence and a certificate of product quality. This includes trial use of products
displayed in the store. Providing proof helps buyers feel more confident making a
purchase and confident that they are getting what they paid for.
- Benefits:
After setting up the feature and providing proof, the salesperson moves on to
describe the product's benefits. In this case, the benefit is that Samsung products
are timeless and a symbol of class, luxury and commitment. By using Samsung
products and ecosystem, all activities will become easy, life convenient and
complete, modern. This is the spiritual and material benefit associated with the
buyer's daily living needs.
- Agreement:
Finally, the salesperson makes an offer and asks for consent from the buyer. By
offering special discounts, salespeople create a sense of urgency and encourage
shoppers to make purchases. By asking for a deal, the salesperson establishes a
clear call to action and encourages the buyer to make a decision.
○ Step 6: Process the object
Reasons why buyers suggest not to buy yours product
- Demand: Buyers may not be interested in the product or may not have a need for
it. Perhaps they already have similar products or they don't see the value in what
Samsung is offering.
 - Product: Buyers may be concerned about the quality, functionality, or design of the
product. They may have heard negative reviews or had a bad experience with a
similar product in the past.
- Price: Buyers may feel that the price of Samsung products is too high compared to
similar products in the market. They may feel that they can get a better deal
elsewhere or that the
- Time: Buyers may need the product urgently, and Samsung may not deliver it in a
timely manner. Alternatively, buyers may feel that they have missed out on an
opportunity to purchase a product at a lower price or during a sale.
Beside that: Listen to your customers and let them express their views freely. Find out the
reason for the objection. If you clearly understand why custom
3.2 Strengths, weakness and evaluation
Strengths
- Product expertise: Samsung staff undergo thorough training to acquire an in-depth
understanding of the company's products, including their features, benefits, and
value propositions. This knowledge equips them to offer professional advice and
address customer inquiries effectively.

- Effective communication abilities: Samsung employees possess strong

communication skills, enabling them to actively listen to and respond to customer
needs. They are adept at handling challenging situations and providing optimal
solutions to meet customer requirements.

- Comprehensive support services: Samsung offers robust support services to its

customers, encompassing warranty coverage, repair services, and technical
support. The company's staff is extensively trained to deliver these services
promptly and professionally.

Weakness
- Inexperience: Certain Samsung employees are inexperienced in sales and may not
have the necessary background to navigate intricate scenarios or offer optimal
solutions to customers.

- Reliance on Technology: Samsung's core identity as a technology company can

sometimes lead to product malfunctions or technical glitches. This can pose
challenges for sales personnel when it comes to explaining these issues to
customers or resolving product-related problems.
Evaluation
- Training in Sales and Communication Skills: Samsung has the option to offer
training programs to its employees, focusing on enhancing their sales,
communication, and problem-solving competencies. This training can empower
them to provide more professional guidance and responses to customer inquiries.

- focus on customer needs: Samsung can shift its focus from merely pursuing sales
targets to prioritizing customer needs. By doing so, sales personnel can better
tailor their recommendations and services to align with each customer's unique
requirements.

- Heightened Product Quality Assurance: Samsung can reinforce its product quality
control measures to ensure that its offerings consistently meet the highest quality
standards. This proactive approach will enable salespeople to deliver products of
superior quality and reduce product-related issues.

- Establishing a Customer Feedback System: Samsung has the option to institute a

structured customer feedback system to gather and analyze customer opinions
regarding its products and services. This initiative can provide valuable insights
into customer needs, enabling the company to refine its sales processes to better
meet those needs.

4. Sales targets
4.1 About sales targets
Samsung, a renowned global technology corporation, encompasses diverse business
sectors spanning consumer electronics, mobile devices, and semiconductor industries. In
pursuit of its corporate objectives and the augmentation of its revenue, Samsung
establishes sales objectives for its various business divisions, individual products,
geographical zones, and market penetration.

The formulation of Samsung's sales targets hinges significantly on its overarching

corporate strategy. The company's strategy revolves around innovation, distinctiveness,
and a commitment to customer satisfaction. Samsung allocates substantial resources to
research and development in order to pioneer novel and pioneering products tailored to
its customer base. Furthermore, Samsung distinguishes itself from competitors by
cultivating a sterling brand reputation, delivering top-notch quality, and emphasizing
design aesthetics. To reinforce this strategic approach, Samsung delineates revenue goals
for each of its business units, aligning them with the company's overall financial
aspirations and growth targets. Samsung also specifies market share objectives for each
business unit, grounded in the company's market standing and the competitive
environment. Through the establishment of these objectives, Samsung can concentrate its
sales endeavors on areas most likely to foster revenue growth and profitability.

In 2021, the four major Samsung Group factories located in Vietnam collectively
generated a total revenue of around $71.7 billion, marking a 13.4% increase compared to
the previous year. Among these, Samsung Electronic Vietnam Thai Nguyen (SEVT)
contributed $28.1 billion, reflecting a growth of 17.4%. Samsung Electronics Vietnam
(SEV) recorded $18.9 billion in revenue, demonstrating an 11.6% increase. Samsung
Display Vietnam (SDV) achieved revenue of $19 billion, while Samsung Electronics
HCMC CE Complex (SEHC) generated $5.7 billion in revenue.
In terms of profit, the total profit of the four Samsung factories in 2021 reached $4.47
billion, up 17% year-on-year. SDV was the factory with the largest profit growth as broad
profit increased by $0.3 billion, or 75.5%, respectively. Other factories include SEHC up
12.7%, SEVT up 11.2%, SEV up 3.4%.

In 2021, Samsung Electronics Group attained a revenue of $244.4 billion, marking an

impressive 18% rise compared to the previous year. This upswing in revenue can be
attributed to the strong performance of Samsung's Galaxy Fold and Galaxy Z Flip
foldable phone models, which garnered significant popularity. On a global scale,
Samsung has plans to expand its production capabilities to achieve an annual production
capacity of 25 million units for the Z Fold and Z Flip phone models.

Notably, the strategic phone lines, Galaxy Z Fold 3 and Galaxy Z Flip 3, are
manufactured in Vietnam and constitute a substantial portion of Samsung Vietnam's
revenue.

Samsung Electronics presently holds the distinction of being the largest foreign direct
investment (FDI) contributor in Vietnam, with a total investment capital of $19.2 billion
in the country. Conversely, Vietnam serves as Samsung's most significant overseas
manufacturing hub. Samsung currently operates eight production, sales, and research
facilities in Vietnam, with a focus on three key regions: Bac Ninh, Thai Nguyen, and Ho
Chi Minh City. Among these, SEV and SEVT stand out as Samsung's two largest and
most advanced mobile phone assembly and component factories globally. Vietnam's
factories are responsible for producing over 50% of Samsung's total smartphone output.

4.2 Strengths, weakness and evaluation

Strengths
- Offers a distinct sense of purpose: Establishing sales targets enables Samsung to
define precise goals for its sales team, offering them a clear sense of purpose to
attain the desired outcomes.

- Boosts sales team motivation: Sales targets serve as a potent motivator for the
sales team, furnishing them with a quantifiable objective to strive for. This can
elevate their commitment and efficiency.
 - Facilitates progress monitoring: Sales targets establish a standard against which
progress can be assessed. This empowers Samsung to monitor their advancements
and adapt their strategy as necessary.
Weakness
- Potential disregard for customer needs: Sales targets may prioritize hitting a
particular numerical goal over addressing customer requirements. This could lead
to an adverse customer experience and harm Samsung's reputation.

- Potential demotivation: If sales targets are excessively ambitious or unrealistic,

they can demoralize the sales team. This demotivation may result in reduced levels
of engagement and productivity.
Evaluation
- Samsung has the potential to allocate resources towards research and development
in order to innovate and generate products that cater to customer needs,
consequently boosting revenue. Furthermore, Samsung can enhance its sales
avenues, including company-owned retail outlets, online commerce platforms, and
third-party sellers. By discerning the most efficient sales channels for distinct
products and customer groups, Samsung could enhance its sales outcomes and
overall profitability. This approach of developing innovative products that set it
apart from rivals would play a pivotal role in augmenting its market share and
revenue.
5. Sales budget
5.1 About sales budget
Because Samsung does not publish specific figures on sales budget. So from here the
sales budget will be predicted based on last year's sales with the total percentages related
to the sales process.

Samsung, like any other company, sets a sales budget to help manage its sales activities
and achieve its overall business objectives. The sales budget is an important tool that
helps Samsung plan and allocate resources for its sales function.The sales budget is
typically developed based on the company's overall financial goals and growth
objectives. Samsung's sales budget includes revenue targets, expenses, and profit margins
for each of its business units, as well as for individual products, geographic regions, and
sales channels.To develop its sales budget, Samsung uses a variety of inputs, including
historical sales data, market research, customer insights, and competitor analysis. The
sales budget is typically reviewed and updated on a regular basis, taking into account
changes in market conditions, customer preferences, and other factors.The sales budget
helps Samsung to allocate resources to different sales channels, such as company-owned
retail stores, e-commerce websites, and third-party retailers. It also helps Samsung to
determine the appropriate levels of investment in sales and marketing activities, such as
advertising, promotions, and sales incentives.Another important aspect of the sales
budget is expense management. Samsung carefully manages its sales expenses to ensure
that they are aligned with its overall financial goals and growth objectives. This includes
managing the costs associated with sales personnel, sales operations, and sales
technology.
- Setting clear financial goals: Samsung sets clear financial goals for each of its
business units, which are based on the company's overall financial goals and
growth objectives. These goals are communicated to the sales team, who are
responsible for developing a sales plan that supports these goals.
- Conducting market research: Samsung conducts extensive market research to
understand customer preferences, market trends, and competitor strategies. This
information is used to inform the sales budget and ensure that it is aligned with
market conditions.
- Analyzing sales data: Samsung uses sales analytics tools to track and analyze
sales data, identify trends, and make data-driven decisions about its sales strategy.
This helps the company to develop a sales budget that is based on actual sales
performance and market conditions.
- Managing expenses: Samsung carefully manages its sales expenses to ensure that
they are aligned with its financial goals and growth objectives. This includes
managing the costs associated with sales personnel, sales operations, and sales
technology.
- Regularly reviewing and updating the sales budget: Samsung reviews and
updates its sales budget on a regular basis, taking into account changes in market
conditions, customer preferences, and other factors. This helps to ensure that the
sales budget remains aligned with the company's financial goals and growth
objectives.

Samsung is a global technology company that uses market research to develop its sales
budget. By gathering information on customer preferences, market trends, and competitor
strategies, Samsung is able to develop a sales strategy that is tailored to customer needs,
aligned with market conditions, and differentiated from its competitors.One of the key
ways that Samsung uses market research to develop its sales budget is by understanding
customer preferences. The company conducts market research to gather information on
customer needs, preferences, and pain points. This helps Samsungto develop products
and sales strategies that are tailored to the needs of its customers. Samsung also uses
market research to identify market trends and changes in customer behavior. This
includes tracking the adoption of new technologies, changes in consumer preferences,
and shifts in market share. This information helps Samsung to adjust its sales strategy and
develop a sales budget that is aligned with market conditions. Another important aspect
of Samsung's use of market research is analyzing the competitive landscape. The
company conducts market research to analyze the strategies of its competitors, including
pricing, product offerings, and marketing strategies. This information helps Samsung to
differentiate its products and services from those of its competitors and develop a sales
strategy that is competitive in the marketplace. Samsung also evaluates the effectiveness
of different sales channels, such as company-owned retail stores, e-commerce websites,
and third-party retailers. This includes analyzing customer preferences for different sales
channels and identifying opportunities to optimize sales performance. Finally, Samsung
uses market research to forecast demand for its products and services. This includes
gathering information on customer demand, macroeconomic factors, and industry trends.
This information helps Samsung to develop a sales budget that is aligned with expected
sales performance.

Samsung faces several challenges when using market research to develop its sales
budget. These challenges can impact the accuracy and reliability of the sales budget, as
well as the effectiveness of Samsung's sales strategy. Challenges that Samsung faces is
gathering accurate and reliable data. Market research requires significant resources and
expertise, and the data that is gathered may not always be representative or reliable. This
can make it difficult for Samsung to make informed decisions about its sales
budget.Another challenge that Samsung faces is keeping up with market changes. The
market can change rapidly, and Samsung needs to be able to adjust its sales budget
accordingly. This requires a continuous investment in market research and analytics tools
to ensure that Samsung can keep up with changes in the market. Balancing short-term
and long-term goals is another challenge that Samsung faces when developing its sales
budget. While short-term goals may focus on revenue growth and profitability, long-term
goals may focus on building brand reputation, customer loyalty, and market share.
Samsung needs to strike a balance between these goals to ensure that its sales budget
supports both short-term and long-term objectives. Dealing with uncertainty is another
challenge that Samsung faces when using market research to develop its sales budget.
Market research data is based on forecasts and assumptions about market trends and
customer behavior, which can be subject to uncertainty. This can make it challenging to
develop an accurate and reliable sales budget.

Finally, managing the complexity of data is a challenge that Samsung faces when using
market research to develop its sales budget. Market research data can be complex and
difficult to analyze, especially when dealing with multiple data sources and variables.
Samsung needs to have the expertise and tools to manage this complexity effectively.

5.2 Evaluation
Since Samsung Sales Budget results are not made public, I cannot state their strengths
and weaknesses. But in summary, I have a few suggestions for samsung as follows:

Evaluation:
- Samsung could invest in market research to better understand customer needs and
preferences, market trends, and competitor strategies. This would help to develop
a sales budget that is aligned with market conditions and customer demand,
optimize its sales expenses to ensure that they are aligned with its financial goals
and growth objectives. This could include managing the costs associated with
sales personnel, sales operations, and sales technology, use data analytics tools to
track and analyze sales data, identify trends, and make data-driven decisions about
its sales budget. This would help Samsung to develop a more accurate and
effective sales budget.

6. Sales staff recruitment

6.1 about sales staff recruitment
The recruitment process at Samsung includes 4 round, including;
Round 1: Candidates submit their application form
Depending on the recruitment target of each phase, the competitive rate varies. Normally,
each exam period, Samsung will recruit about 1000-2000 candidates. The application
round usually has about 20,000-30,000 applications, each round will eliminate half.
However, the profile round is often the harshest. For example, this recruitment time
Samsung intends to recruit 1000 employees, the profile round has 20000 participants. The
recruitment department will filter by automatic machine and select about 10,000 suitable
resumes to call for the Gsat exam. 50%-60% of applications will be eliminated
immediately in round 2. That is, about 4000-5000 applications will come to the interview
round. At the first interview round, 4-5 people will be called in, usually only 1 person
will be selected Ratio 1:5. You need to outperform everyone in the exam room

Round 2: Participate in Samsung’s ability test

This is considered the most difficult round for all candidates. The test (GSAT) has two
main contents: math ability and reasoning ability and visual thinking.
- Samsung requires applicants to pass the GSAT test.
- Samsung requires applicants to pass the GSAT test.
- Read more: Top 9 Multinational Companies in Vietnam
Round 3: Interview
Candidates who pass the 2nd round will go to the face-to-face interview round. Each turn,
there will be 5 candidates for the same interview.

Employers will ask you to briefly introduce yourself in English. If you are applying for
production or recruitment management positions, employers are less likely to ask about
specialized knowledge. However, if you apply for positions such as Programmer, Tester,
you are required to take a test.

Interview scores are graded on a scale of A, B+, B, B-, C and Fail. Scores will be scored
by the employer directly on the system.

In this section, candidates only have a few minutes to show off their abilities and
qualities, so stay calm and do your best.

Round 4: Health check

This is the last round of testing, before you officially join the common house – Samsung.
Information on time, location, transportation, etc. will be communicated to candidates in
advance.

After the health check is completed, the doctor will make a decision whether you are
healthy enough to work at the corporation or not.

Frequently asked Samsung interview questions

Here is a list of frequently asked Samsung interview questions that you can refer to:
- Can you briefly introduce yourself?
- Why you want to work at Samsung
- What do you already know about Samsung?
- Why should we hire you instead of another candidate?
- What are your strengths and weaknesses?
- What are your career goals?
- Are you able to work in a team?
- How much salary do you expect to receive for the position you are applying for?
- How long do you want to work at Samsung?
- What will you do if you are accepted to work at Samsung?
In addition to the above questions, employers also give you situational questions to more
comprehensively assess your skills. Besides, you also have to ask the opposite question to
the employer. It can be said that this is a great opportunity for you to score points with the
interviewer.

6.2 Strengths, weakness and evaluation

Strenghths
- Focuses on skills and experience: The recruitment process for sales staff is
designed to identify candidates with the right skills and experience for the job.
This can ensure that Samsung hires sales staff who are well-equipped to meet the
needs of the company and its customers.

- Provides training and development: Samsung provides training and development

opportunities for its sales staff, which can help them improve their skills and grow
their careers within the company.
Weaknesses
 - Can be time-consuming: The recruitment process for sales staff can be time -
consuming, which can slow down the hiring process and create delays in filling
open positions.

- May not always identify the best candidates: Even with a thorough recruitment
process, Samsung may not always identify the best candidates for the job. This
can result in hiring sales staff who are not well-suited to the role, which can
impact the overall performance of the sales team.

- Can be costly: The recruitment process can be costly, especially if Samsung uses
external recruitment agencies or conducts extensive background checks on
candidates.
Evaluation
- Samsung could focus on improving diversity and inclusion in its sales staff
recruitment process. This could include expanding the pool of candidates to attract
more candidates from diverse backgrounds, as well as implementing policies and
practices to ensure that the recruitment process is fair, transparent, and free from
bias. analytics tools to track and analyze recruitment data, identify trends, and
make data-driven use data decisions about its recruitment strategy. This would
help Samsung to identify areas for improvement and optimize its recruitment
process to attract and retain talented sales staff members and develop a talent
pipeline to identify and nurture potential candidates for sales staff positions. This
could include partnering with universities and educational institutions to identify
top talent and providing internships and development programs to help them gain
the skills and experience required for a sales role.

7. Sales staff training

7.1 about sales staff training
During its early development stages in Vietnam, Samsung Electronic Vietnam
encountered significant challenges, primarily a shortage of skilled professionals in the
country. This scarcity of technical expertise was not unique to Samsung but affected other
electronics and technology manufacturing enterprises in Vietnam as well, including Intel,
IBM, and BOSC. Consequently, Vietnam attracted limited foreign direct investment
(FDI) primarily for light processing and electronic assembly. The shortage of human
resources became a recurring concern in meetings and discussions with foreign
enterprises operating in Vietnam.
In response to this challenge, Samsung introduced a new human resource training
strategy for the Vietnamese market focused on self-training to develop high-quality
human resources. This strategy involved offering diverse and tailored training programs
to enhance the productivity, performance, and efficiency of Vietnamese workers. These
training programs were not limited to new employees but extended to the entire
workforce and emphasized skills and knowledge relevant to the enterprise's operations
and industry trends.

Samsung's training initiatives included internal programs to familiarize employees with

the corporate culture and operational processes in Vietnam. Additionally, high-quality
human resource training encompassed areas such as knowledge and skills pertinent to the
company's production and business activities, with a focus on staying updated with
developments in electronics and technology.

Furthermore, Samsung organized collaborative teaching and training in related

professions to enhance workers' professional skills and facilitated internship opportunities
within the company, allowing employees to apply their acquired knowledge directly in
the workplace. Samsung's commitment to employee development extended to supporting
educational pursuits, with hundreds of employees studying at colleges for majors such as
English, Korean, accounting, and electronics.

Samsung Talent Program and other training support initiatives played a crucial role in
supplying human resources for Samsung's research and development (R&D) centers.
Samsung also invested in employee well-being by providing dormitories, recreational
facilities, and extracurricular activities, including sports, annual travel, and the unique
Samsung Family Day program. Samsung Family Day allowed elite employees and their
families to experience the workplace firsthand, fostering a sense of connection and
security.

This comprehensive approach to human resource development in Vietnam received

recognition and praise, with experts highlighting Samsung's significant contribution to
cultivating high-quality human resources in the country. Samsung's initiatives have led to
the training of a substantial number of skilled engineers, particularly within its R&D
centers, who have contributed to the creation of renowned software used in various
Samsung product lines.
Overall, Samsung's investment in training and supporting its employees in Vietnam has
not only addressed critical human resource shortages but has also established a loyal and
cohesive workforce management strategy that sets it apart from many other businesses.

7.2 Strengths, weakness and evaluation

Strengths
- Improves sales performance: Sales staff training can improve the performance of
the sales team by providing them with the knowledge and skills they need to
succeed in their role.

- Enhances customer experience: Sales staff training can help the sales team provide
a better customer experience by teaching them how to communicate effectively
with customers and address their needs and concerns.

- Increases employee engagement: Sales staff training can increase employee

engagement by demonstrating that Samsung values and invests in the development
of its employees.

- Supports career growth: Sales staff training can provide opportunities for career
growth and advancement within the company.

Weakness
- Can be costly: Sales staff training can be expensive, especially if it involves hiring
external trainers or conducting training sessions off-site.

- May not be effective for all employees: Sales staff training may not be effective
for all employees, as different individuals have different learning styles and
preferences.

- May take employees away from their work: Sales staff training may take
employees away from their work, which can impact productivity and sales
performance in the short term.
 - May not address all skills needed: Sales staff training may not address all the skills
and knowledge needed for the role, which can leave employees ill-prepared to
handle certain situations or challenges.

Evaluation:
- Samsung could consider offering personalized training programs that are tailored
to the specific needs and learning styles of each sales staff member. This could
help to improve the effectiveness of the training and ensure that each sales staff
member is able to learn and apply the training content in their role, focusing on
providing opportunities for continuous learning and development for its sales staff
members. This could include offering ongoing training programs, providing access
to industry events and conferences, and encouraging self-directed learning,
exploring the use of technology-enabled training methods, such as e-learning
platforms and mobile learning apps, to provide training content that is accessible
and convenient for sales staff members.

8. Motivation
8.1 Several policies promote employee motivation at Samsung.
With the motto: "Talent first" considers people as the most important factor to create a
business. Samsung Vietnam has constantly innovated and improved the working
environment of employees every day. Mr. Choi Joo Ho emphasized that: “Samsung will
constantly strive to truly become the second home of each employee and moreover, will
become the best place to work in Vietnam.” Up to now, Samsung Electronics has more
than 110,000 employees working in 3 factories, 1 retail unit, 1 R&D center. Many
employees have worked since the new Samsung factory was established in Vietnam, up
to now, nearly 15 years.

- Nearly 1,000 shuttle buses for employees

Few companies in Vietnam have a bus system to transport employees as massive as
Samsung. Nearly 1000 high-quality 45-seat buses, fully equipped with standard furniture
and safety belts. Employees are shuttled to work daily within a radius of 60km around the
factory. The time of the shuttle bus depends on each shift, flexibly changing from 6:00
am
to 8:00 pm.

In addition, Samsung also built a room: "Motorcycle Safety Experience" to train and
improve employees' safety skills when participating in traffic. Many safety campaigns are
organized every year such as: Motorcycle Safety Month, traffic safety law competition,
potential hazards when participating in traffic, etc.

- Classy and comfortable dormitory

The Samsung factory's dormitory boasts over 30,000 lodgings for its employees,
featuring a range of top-notch amenities including a living area, bunk beds, a water
heater, and a washing machine. It serves as more than just a place for employees to relax
after work; it also offers a plethora of excellent facilities, including a gym, cinema,
cafeteria, library, supermarket, hair salon, and makeup room, to enhance their overall
comfort and well-being.

- Large capacity canteen system

The Samsung cafeteria network comprises seven cafeterias staffed by a team of 1,000
chefs, serving a total of 120,000 meals daily. The menu undergoes daily updates and is
electronically distributed to employees each morning. The menu offers a diverse range of
choices, featuring Vietnamese and Korean cuisine among other options. The entire
kitchen operation is conducted with a high level of professionalism, starting from the
sourcing of raw ingredients to their initial preparation, processing, and eventual food
distribution. In collaboration with the staff, the safety department conducts daily
inspections and maintains samples of dishes to ensure food hygiene and safety standards
are consistently met.

- Special mode for pregnant women

At Samsung, where over 75% of the workforce comprises women, the company has
established various programs tailored specifically for expectant mothers. One notable
example of this attention to detail is the custom-designed chairs for pregnant women,
aimed at ensuring the optimal development of the fetus and providing the utmost comfort
for pregnant employees during their work hours. Additionally, pregnant employees
receive two special meals per week as part of their benefits. From the very beginning of
their pregnancy, women are eligible to request early maternity leave with 50% of their
salary retained.

Samsung has further implemented 22 designated Mommy rooms to facilitate comfortable

breaks and promote knowledge sharing among female employees regarding pregnancy
and childcare. Furthermore, nursing mothers are provided with a private area for
expressing milk, complete with a refrigerator for milk storage, as well as a relaxing space
for reading and other activities. Samsung's medical center is modernly built with a
luxurious space like an international hospital.

+ Infrastructure: The medical facility comprises 106 beds and features 5 general
clinics, 4 health consultation rooms, and 3 obstetric clinics, along with a dedicated
physiotherapy room. Furthermore, Samsung has set up specialized rooms like a
procedure room, emergency room, sterilization room, and isolation room to cater
to various medical needs. The medical center is equipped with modern medical
equipment, including otolaryngoscopy, endoscopic equipment, ultrasound
machines, and high-frequency treatment machines. To ensure prompt and expert
medical care, a robust medical team consisting of 20 doctors and nearly 60 nurses
is in place, guaranteeing efficient and professional medical examinations and
treatments.
+ Mandates: The company's medical facility is tasked with providing
complimentary medical checkups and treatment for all employees and vendors
whenever it is required. Pregnant female employees receive continuous monitoring
and guidance throughout their pregnancies. Numerous essential items, including
iron, multivitamins, and calcium, are provided at no cost during pregnancy.
Additionally, Samsung has brought in an obstetrician to join the team at the
corporate medical center, ensuring that female employees have access to services
such as pregnancy monitoring, gynecological assessments, ultrasound scans, fetal
heart monitoring, and screenings for fetal malformations.
+ Periodic health check program: Periodic health check is an annual activity of
Samsung to help employees understand their health status and work with peace of
mind. Especially in 2019, Samsung inaugurated a very modern health examination
center. This is the first and largest center that a manufacturing company builds in
Vietnam. The center operates from Monday to Saturday every week with the time
frame 8am to 5pm.
+ Reproductive health counseling and training: Starting in June 2018, Samsung
Vietnam initiated the operation of its Obstetrics clinic. This clinic offers a range of
services, including medical examinations and ultrasound scans, as well as
providing guidance and additional information to pregnant and nursing
employees.Furthermore, Samsung has extended invitations to experts and health
advisors from Bach Mai Hospital, specializing in the fields of reproductive health,
nutrition, and vaccinations, to collaborate with the company. As a result, female
 staff members have gained valuable insights during their journey through
motherhood. This initiative proves particularly beneficial, as a significant portion
of Samsung's female workforce is relatively young and lacks substantial skills and
experience in childcare.

- Psychological Counseling Center (Life Coaching Center)

Understanding the importance of taking care of the spiritual life for comprehensive health
both physically and mentally, Samsung has established a Psychological counseling center.
The psychology counseling rooms are equipped with modern equipment and spacious
space. In addition, the consulting team includes many experts and collaborators to help
employees have the right understanding of mental health. Each registered employee will
receive proper health care suggestions through 1:1 counseling sessions or research
programs, contests, etc.

- More than 70 free clubs to join

With more than 60,000 employees, Samsung has established more than 70 clubs and is
completely free to join. Clubs such as: Guitar, Makeup, Table Tennis, Dancing, Martial
30 Arts, Football, Gym, etc. All are arranged with separate living rooms, equipped with
utensils suitable for needs. After every working hour, this really becomes a useful and
civilized playground that many employees love and stick with

- Internal College Program

"Learning represents one of the most direct routes to achieving success." This is the
driving force behind Samsung's introduction of the internal College program, aimed at
nurturing the curiosity and intellectual growth of all its staff.

Samsung has established partnerships with Bac Ha College in Bac Ninh and the College
of Economics and Technology at Thai Nguyen University to facilitate employees in
pursuing their studies while remaining employed with the company. This initiative holds
a profound humanitarian significance for Samsung, as it aspires to help employees,
especially those facing challenging circumstances, fulfill their educational aspirations.
Simultaneously, it provides them with an opportunity to accumulate and broaden their
knowledge while actively working.
 - Leadership Programs for Managers

Samsung's leadership initiative represents a rigorous training regimen tailored for

managers with the aim of cultivating the next generation of leaders within the company.
The program adheres closely to the "Selection - Development - Appointment" process,
which is overseen by both the HR department and the human resource development
department. This compensation framework serves as an incentive for employees to stay
committed and strive harder, as it offers transparent and equitable avenues for career
advancement.

- Skills competition activities & competition opportunities in Korea

Every year, Samsung Hi-Tech Training Center hosts the Samsung Technical Skills Exam,
featuring a wide array of examination categories encompassing Automation skills, Jig
design skills, CNC machining skills, Programming skills, and Robot control, as well as
Electrical control system structure skills. This event offers Samsung employees a chance
to indulge their interests and engage in friendly competition, learning, and showcasing
their abilities alongside employees from other companies within the group while also
providing an opportunity to travel to Korea.

- Great Work Place (GWP) Activities

Great work place is translated into Vietnamese as: “Great working environment”. This is
the guideline that helps Samsung to constantly try and organize many meaningful
activities exclusively for employees, continuously improving the working environment.
At Samsung, there are some typical activities such as:

+ Family day
+ Year - End festival
+ GWP travel program
+ Other activities: Sport day, Summer day ice cream, Open day, Home visit,
bringing employees home for Tet holiday,..

8.2 Strengths, weakness and evaluation

Strengths:
- Attractive pay and perks: Samsung provides appealing compensation and benefits
packages, making it an enticing choice for top-tier talent recruitment and retention.
 - Pathways to professional advancement: Samsung offers avenues for career
progression and personal development, enhancing employee engagement and
contentment in their roles.

- Dedication to diversity and inclusivity: Samsung maintains a steadfast

commitment to fostering diversity and inclusion, cultivating a welcoming and
supportive workplace atmosphere for all staff members.

- Healthy equilibrium between work and life: Samsung promotes a robust work-life
balance through flexible work arrangements, thereby enhancing employee
well-being and overall job satisfaction.

Weakness
- Extended work hours: Samsung is known for its extended work hours, potentially
affecting employee welfare and the equilibrium between work and personal life.

- Substantial workload: A portion of employees may perceive their workload as

excessive, potentially resulting in stress and burnout.

- Insufficient transparency: Some employees might feel that Samsung lacks

transparency in its decision-making procedures, which can contribute to a lack of
trust and job dissatisfaction.

- Limited job stability: In particular, during periods of economic instability or

organizational restructuring, certain employees may perceive their job security as
precarious, leading to anxiety and job dissatisfaction.

Evaluation
- Tackle extended work hours: Samsung may contemplate the introduction of
policies aimed at curbing long working hours and promoting a healthier work-life
balance. These could encompass options like flexible work arrangements or the
availability of remote work.

- Manage workloads effectively: Samsung could assess and modify its expectations
regarding employee workloads to ensure they remain reasonable and manageable.
 Additionally, offering support to employees facing challenges in managing their
workloads would be beneficial.

- Improve transparency: Samsung can enhance transparency by engaging in open

communication with employees about decision-making processes and providing
regular updates on company performance and future plans.

- Strengthen job security: To boost employee confidence, Samsung can offer

increased job security through measures like longer-term contracts or the
implementation of policies designed to protect employees during periods of
economic uncertainty, such as job security guarantees or retraining initiatives.

- Provide employee assistance: Samsung can extend its support to employees by

offering resources to improve their overall well-being. These resources may
include mental health support, wellness programs, or employee assistance
programs.

- Cultivate a positive workplace culture: Samsung can foster a positive work culture
by actively seeking employee feedback, acknowledging and rewarding employee
accomplishments, and promoting diversity and inclusion throughout all levels of
the organization.

9. Evaluation
9.1 Swot analysis
Strength
- Largest Product Line: Samsung has the largest product line of smartphones, smart
phones, TV/audio/video, cameras, camcorders, home appliances, laptops,
peripherals, printers, memory cards and other accessories.
- Market share: Samsung maintains substantial market share in most categories
- Environmentally Conscious Technologies: Samsung has solidified its brand
reputation by offering environmentally friendly products. It achieved the 9th
position in the EPA's 2016 Green Power Partner list of the Top 30 Tech and
Telecom companies. Samsung also received recognition with an ENERGY STAR
Partner Award for its commitment to environmental preservation.
 - Dominance in Asian Markets: Samsung maintains a strong presence in Asian
markets, particularly in India and China. Both of these markets are experiencing
significant growth in their business sectors.
- Cutting-Edge Technology: Samsung excels in terms of interface features and
technological advancements. It was the pioneer in introducing dual-screen
mobiles, 65k color TFT/LCD phones, the first polyphonic ringtone phones, phones
with revolving lenses, and the creation of the thinnest and lightest notepads,
among other innovations.
- Brand Image Boost: Samsung's brand image has seen an impressive 80 percent
increase in the past three years.

Weaknesses
- Decrease in Mobile Sales: Post-2017, Samsung has encountered a decline in
smartphone sales, a pattern that mirrors a similar trend in China due to the Chinese
market's sensitivity to pricing.
- Product Quality Issues: The presence of product defects that jeopardize customer
safety can undermine trust and diminish interest in the brand. Samsung has
introduced several flawed products into the market, ranging from the explosive
Samsung Galaxy A20e to malfunctioning foldable tablets.
- Bribery Scandal: In 2015, Samsung's credibility took a hit when it was revealed
that the company's leader had engaged in bribery to facilitate a merger with the
South Korean government. He was subsequently convicted and imprisoned for
nearly a year, which had repercussions on public perception in South Korea and
worldwide.
- Samsung's Technological Prowess: While Samsung is a trailblazer in the field of
electronics, it exhibits a significant reliance on technology from other sources.
- Online Retailers Offering Competitive Prices: Online retailers offering a diverse
array of products can offer competitive pricing advantages because they avoid the
costs associated with traditional sales channels.
-
Opportunities
- Triple Security Proposal: Samsung intends to introduce its latest air conditioning
device named the 'Triple Security Proposal,' combining state-of-the-art technology
and impeccable design. This product is aimed at a specific consumer base,
ensuring complete customer retention.
 - Human Resources Management Enhancement: A substantial investment in HR
management by Samsung could lead to remarkable transformational achievements.
This investment would not only positively impact the company's revenues but also
provide it with a competitive edge over its rivals.
- Innovative Product Introductions: In the rapidly evolving technology market, new
innovations emerge rapidly. By setting trends through the introduction of
innovative products like foldable phones, Samsung can achieve substantial
growth.
- 5G Technologies: With its existing potential and expertise, Samsung is
well-positioned to harness the capabilities required as the world transitions to 5G
technology. The company is currently engaged in intensive negotiations to supply
5G and 6G network infrastructure to European operators.
- Exploration of Customized Products for the Indian Market: Samsung is exploring
potential plans to launch personalized products tailored for the Indian market,
including Samsung phones and home appliances. The growing population of
young Indians and the anticipation of increased cell phone usage due to reduced
call rates present opportunities for growth.

Threats
- Patent Infringement Controversies: Samsung has been entangled in disputes
related to patent infringements, significantly impacting its operations. Notably, it
faced a prolonged legal battle with its competitor Apple over patent violations,
lasting seven years before a settlement was finally reached.
- Heightened Competitive Environment: The level of competition facing Samsung
has risen to unprecedented levels, particularly from rivals operating in the
consumer electronics, digital devices, and computing sectors. Whether it's Xiaomi,
Apple, or Huawei, these formidable competitors are engaged in intense maneuvers
to outperform each other and claim the top spot in the technology industry. This
places a substantial burden on Samsung in terms of both competitiveness and
financial resources.
- Legal and Regulatory Complexities: As the business landscape becomes
increasingly globalized and technologically focused, governmental agencies are
issuing directives that result in growing legal and regulatory challenges for
companies worldwide. Samsung is no exception to these evolving requirements.
 - Economic Uncertainty: Recent developments have triggered instability in the
global market, leading to a significant 20.2% drop in new smartphone revenues
during the first quarter of 2020.
- Interconnected Product Lines: Samsung's extensive range of product lines means
that the failure of one product line can have a cascading effect on others,
potentially diluting the overall brand impact.

9.2 Contribute
Samsung could enhance its feedback processes for sales staff by increasing the frequency
of feedback sessions, potentially conducting them on a weekly or monthly basis. This
would help ensure that sales team members are consistently informed about their
progress, thereby fostering motivation to enhance their performance.

Additionally, Samsung might contemplate the implementation of 360-degree feedback

mechanisms, which involve soliciting input from colleagues, customers, and other
stakeholders. Such an approach can yield a more comprehensive and well-rounded
evaluation of the sales staff's performance, pinpointing specific areas for improvement.

Furthermore, Samsung could incorporate data-driven evaluation methodologies to assess

the effectiveness of its sales team. This could involve scrutinizing sales data, customer
feedback, and various performance metrics to identify both strengths and weaknesses
among sales staff members.

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