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Our report will surely be fruitful for themarketing strategy of Samsung.Samsung intends to earn world leadership and secure overwhelming competitive strength. It is synchronizingproduct development, sales, manufacturing, marketing and design. Samsung’s slogan “everyone’s invited” describes its broad target market strategy, with a vast line of products. According to our analysis, Samsung’smain strengths are its Global Business Network, Brand Name Credibility, MPR2 technology, TFT LCDs,innovative changes and new styles in Flatron and specially the quality awards that it has won since last twoyears continuously are positive points for Samsung. Samsung’s Sales and Service centers are in 4 differentcountries, with vertical sort of distribution system. Samsung can use its strengths as threats for othercompanies. It can easily raise its image by its quality products and promotional advertisements. Promotionalactivities can play a key role in capturing the market share for Samsung.This report highlights four major points and is further sub-divided into parts, which is preceded by a brief abstract of its contents.Part I presents the introduction and brief History of Samsung; Part II explains the main Strengths,Weaknesses, Opportunities and Threats of the Company; Part III shows the Target Market of Samsung; PartIV presents the Marketing Mix of the Company; Part V gives the Observations and Recommendations. All thethings have been discussed according to Samsung’s presence Globally and particularly in accordance toPakistan.IntroductionEstablished in 1969, Samsung Electronics has emerged as a major player in the world electronics industry.The company consists of 4 main business units: the Digital Media Business, Semiconductor Business,Information & Communications Business and Home Appliances Business. It employs over 66,000 people insome 50 countries worldwide. Samsung Electronics is ranked 131st on the Global Fortune 500 ListSamsung is best known for the success it has had in the memory semiconductor industry. From 1992,Samsung Electronics is positioned at the top of the DRAM, semiconductor market. Since then, it hasdiversified its financial structure and is considered the number 1 company in market share for memorysemiconductor chips, TFT-LCDs, CDMA mobile phones and computer monitors. It is also ranked number 4 bysales in the semiconductor industry and number 6 by units in the mobile phone industry.Looking ahead, Samsung's vision is to become a leading company of the digital convergence revolution. The21st century will be a time where the Internet, wireless communications, networked systems and contentswill be united. Various forms of convergence technology that link conventional stand-alone appliancesthrough networks will be developed.In the new digital convergence age, core competitiveness will be determined by how companies developnetworks from components to digital products. Few companies
------------------------------xxxxx-------------------------------------------------------Corporate sponsorship gets fashionable The competition is a nationwide model search seeking a male and female Samsung Mobile Iĉone Modéle whowill open Sanlam South African Fashion Week (SSAFW) in August this year. rather the . Samsung Mobile’s fusion with Sanlam South African FashionWeek. is ready to lead in this Age as it will use its strengths in semiconductor. Yet.” says Justin Hume.telecommunications and consumer electronics technology to develop innovative multi-capable products andcreate powerful networks that will empower the user for anytime. joining forces with SSAFW compliments and enhances thistechno – fashion centered brand. Marketing studies have shown that brands marketing to a more refined audience have ampleopportunity. It no longer matters what you wear. as corporate sponsorships of artistic endeavors are still relatively new. but it also illustrates the fashion focused and technologically trendy Samsung look. Samsung Mobile’s joint sponsorship with SSAFW is especiallyinnovative.Samsung. Corporate sponsorships from renowned corporate brands make style andartistic endeavors possible and accessible. The winning pair will secure aone-year contract with Samsung Mobile to appear in selected above and below-the-line campaigns for thebrand and.” The Samsung Mobile brand wishes to communicate with this new breed of fashion-forward andtechnologically-savvy consumer who are socially liberal and sophisticated and have proven to be particularlybrand loyal.It is the bond between technology and fashion that Samsung Mobile is entrenching through the SamsungMobile Icône Modéle competition. Samsung radiatestechnological elegance and stylish panache.have the business structure to form thisnetwork in-house. anywhere communications and a higherquality of life. fashion and technology is stronger than ever and where corporate sponsorship of this kind. In turn they demonstrate an appreciation of corporate involvement in events and projects inthis sphere. however. “The partnership between Samsung Mobile and SSAFW comes at a time when the movement towards thefusion of art. to provide international exposure for the pair on this corporate advertising platform. making the brand more popular.Additionally fashion victims and trend targets find a little endorsement from a corporate sponsor furtherboosts confidence and builds trust in the brand. Samsung marketingmanager – Mobile Phones. “Today sees more technology than ever forming a part of our daily lives whichtranscends into an incorporation of these functional items into the milieu of style. not only enhances the credibility of this highly regarded fashion week. Additionally. attracting a hefty purchasing public. they willwin a contract with Next Models in New York to the value of US$75 000 each. areslowly developing towards communicating to a niche market.
you’re never without it and it’s a highly visual object no matter what you’rewearing. particularly in South African societywhere cell phones are societal status symbols. the free encyclopedia Jump to:navigation.” Samsung Mobile is employing a diverse range of media to communicate the passion and vigor behind thisbrand. somewhat like shoes used to be in ancient times when thelength of the toe of your shoes communicated your rank in society.importancelies in who you wear and what brands accessorize and compete your look. “A designer gadgetcompletes your look just as much as a pair of shoes or a great handbag. M-NET and DStv channels will also be involved in an above-the-line campaign toensure that each and every stone is turned to find the first male and female Samsung Mobile Icône Modéle. Lucilla Booyzen. An online micro-site has been built for national access and a viral element will accompanythis. Selected SABC. it’s easy to mistake for the most widely used accessory among shoppersworldwide! Director of Sanlam South African Fashion Week.” ------------------------------------------xxxxxx----------------------------------------Samsung Group From Wikipedia. Apart from the mobile phone motivated artwork. The Giorgio-Armani Samsungcellphone certainly was a hit at the launch of the Samsung Mobile Iĉone Modéle on 13 March 2008. This article contains Korean text. says. The sizeof a credit card. boxes. Without proper rendering support. or other symbols instead of Hangul or hanja. The fusion between fashion and technology is almost seamless. you may see question marks. search Not to be confused withSamseong Station.In total over R5 million is being spent to ensure the right models are found. ensuring you are toujours a lamode . Samsung Mobile is utilizing outdoor media as well as a print campaign that includes Cosmopolitan magazine and a radio campaign with national youth station 5FM and a number of campus communitystations. Samsung Group 삼 성 그 룹 Type Public(Korean: . a fully integrated media campaign is set to roll outover the next 6 months to launch the competition to each and every eligible and eager girl and guy in SouthAfrica. “Your mobile phone is anextension of your arm.In closing to his speech at the launch Hume summed up the partnership by saying.
삼성그룹 ) Founded 1938 Founder(s) Lee Byung-chul Headquarters Samsung Town. Seoul. South Korea Area served Worldwide Key people Lee Kun Hee (Former Chairman and CEO) Lee Soo-bin .
CEOof Samsung Life Insurance)  Industry Conglomerate Products ElectronicsShipbuilder FinancialChemicalRetailEntertainmentFlash memoryAviationOptical storageMobile phonesSmartphonesHard disk drive Revenue ▼ US$173.7 billion (2008)  Total assets ▼ US$252.(Acting president.4 billion (2008)  Net income ▼ US$10.5 billion (2008)  Total equity ▼ US$90. Website Samsung.5 billion (2008)  Employees 276.000 (2008)  Subsidiaries Samsung ElectronicsSamsung Heavy IndustriesSamsung C&T etc.com The Samsung Group (Korean: 삼 성그 룹 .
4 billion in2008  and is South Korea's largest chaebol. The company's strong influence in South Korea is visible throughout thenation.) is amultinational conglomerate corporation headquartered in Samsung Town. Seoul.It is the world's largestconglomerate by revenue  with an annual revenue of US$173. such as the financial.  Samsung Group accountsfor more than 20% of South Korea's totalexports  and is the leader in many domestic industries. which has been referred to as the "Republic of Samsung" .The Samsung Group is composed of numerous international affiliated businesses. The meaning of the Koreanword Samsung is "tristar" or "three stars".  Samsung Heavy Industries.retailandentertainment industries.South Korea. chemical. the world'ssecond largestshipbuilder  andSamsung C&T.most of them united under the Samsung brand includingSamsung Electronics.the world's largestelectronicscompany. a major global constructioncompany. Samsung has been the world's most popular consumer electronics brand since 2005and is the best known South Korean brand in the world.
1987 founder and chairman.000. the company has kept the leading position for eight years in a row. Thailand. Radios.In 2009.Samsung — Document Transcript • • • 1. Samsung‘s market position is dominant.Pushpinder Singh Gill Gursharn Singh Gurmeet Singh Navjot Kaur MBA – 2yr (4 Sem) School Of Management Studies Punjabi University. In 1969. It is the flagship subsidiary of the Samsung Group. the company hasbeen in the top spot in terms of the number of TVs sold. . Britain. 2 3. But thanks to the electronic industrythey managed to curb this and continue to grow. the company took the position of the world‘s biggest IT maker by surpassing the previous leaderHewlett-Packard.000 employees. Samsung has approximately 160. Samsung History -Unlike other electronic companies Samsung origins were not involving electronics but other products. They sold businesses torelieve debt and cut employees down lowering personnel by 50.In 1938 the Samsungs founder Byung. Seoul. selling fish.The history of Samsung and mobile phones stretches back to over 10 years. Its sales revenue in the areas of LCD and LED displays and memory chips is number onein the world. and .In 1997 nearly all Korean businesses shrunk in size and Samsung was no exception. With assemblyplants and sales networks in 61 countries across the world.vegetables. Patiala 1 2.Submitted By: -Dr.From 1958 onwards Samsung began to expand into other industries such as financial.With the Galaxy S model mobile phone. In competition to Apples ipad tablet.Then they developed smart phones and a phone combined mp3 player towards the end of the 20th century. In the TV segment.In the global LCD panel market.Introduction of Samsung –Samsung is known globally for its electronic products and it is one of the successful brands in the electronicindustry.The Samsung Philosophy -At Samsung. Spain and China until 1997. The SCH-800 and it was available on CDMA networks. Byung-Chull Lee passed away and Kun-Hee Lee took over as chairman. Samsung has made steady growth in the mobile industry and are currently secondbut competitor Nokia is ahead with more than 100% increase in shares. Televisions. Samsung Electronics was established producing whatSamsung is most famous for. and fruit to China. which is expected to continue in 2010 and beyond.Every day. Our leaders search for the brightest talent from aroundthe world.Chull Lee set up a trade export company in Korea. Samsung‘s Smartphone line-up has retained the second-best slot inthe world market for some time. our people bring this philosophy to life. chemicals andship building throughout the 1970s. Computer componentsand other electronics devices. It is an established company almost all around the world. Assignment Of Strategic ManagementSubmitted To: .Samsung Electronics is a South Korean multinational electronics and information technology companyheadquartered in Samsung Town. In the1990s Samsung began to expand globally building factories in the US. camera phones at a speed to keep upwith consumer demand. Mobile Phones (throughout 90s). For the five years since 2006. Samsung released the Androidpowered Samsung Galaxy Tablet. Within a decade Samsung had flour mills and confectionary machines andbecame a co-operation in 1951. In 1993 Samsung developed thelightest mobile phone of its era. media. Germany.Mexico.To this date Samsung are dedicated to the 3G industry. we follow a simple business philosophy: to devote our talent and technology to creatingsuperior products and services that contribute to a better global society. Making video.
beyond the next quarter or the next year.693. Samsung Electronics vision for the new decade is.• Centermost on accumulation bazaar instead of alcove markets.As we have done for 70 years.688. 4 5.¬ Strengths:• New bogus appurtenances abstraction to rollout in 5 months.• Not actual user affable design. a rigorous code of conductand these core values are at the heart of every decision we make. As we build on our previous accomplishments. Vision 2020 -As stated in its new motto. ahead into areas unknown.‖ ―Innovative Products.391.1 106. Everything we do is guided by a moralcompass that ensures fairness. To this end.9 343. ¬ Threats:• Motorolas baby minding in the U.5 202. including health. we look forward toexploring new territories. ¬ Weaknesses:• Lack in artefact separation.S market. and Employees.• Communicable the beating of the buyer.‖ -. we are sowing seeds for future success. 6 7.Industry. ExcellenceEverything we do at Samsung is driven by an unyielding passion for excellence—and an unfalteringcommitment to develop the best products and services on the market.• Heavy asset in technology. ChangeIn today‘s fast-paced global economy. change is constant and innovation is critical to a company‘s survival. Partners. we‘re dedicated to giving our people a wealth ofopportunities to reach their full potential. Samsung isdedicated to being a socially and environmentally responsible corporate citizen in every community wherewe operate around the globe. a company is its people.7 258."This new vision reflects Samsung Electronics‘ commitment to inspiring its communities by leveragingSamsungs three key strengths: ―New Technology.0[Amounts in billions]SWOT Analysis of Samsung .9 21.As part of this vision. 5 6.2 Net Income* 24. ¬ Opportunities:• differentiate its account from competitors. Co-prosperityA business cannot be successful unless it creates prosperity and opportunity for others. "Inspire the World.‖ and ―Creative Solutions. At Samsung. medicine.‖ and ―Talent.• Affordability by 43%. Nokias . we set our sights on the future. Samsung hopes to contribute to a better world and a richer experience for all. Samsung Profile 2011 -At Samsung our gaze is cast forward. Createthe Future. present acceptable designs & accepting emotions.• Offer artefact variation• crave for corpuscle phones apprenticed by the account provider or carriers. Samsung is committed to being acreative leader in new markets and becoming a truly No. artefact architecture and staff.‖Samsung is excited about the future. 3 4. IntegrityOperating in an ethical way is the foundation of our business.1 165. 1 business going forward. anticipating market needs and demands so wecan steer our company toward longterm success.• • • • give them the resources they need to be the best at what they do.2 16.497. Through theseefforts.By charting a course toward new businesses and new challenges.• Different models at assorted amount points.Company’s Values -We believe that living by strong values is the key to good business. and biotechnology.5 Total Stockholders Equity 160.‖ ―Partnership.561. respect for all stakeholders and complete transparency. And that‘s what making a better global societyall is about.5 220.andto promoting new value for Samsungs core networks -. The result is that all of ourproducts—from memory chips that help businesses store vital knowledge to mobile phones that connectpeople across continents— have the power to enrich lives.7 Total Liabilities 230. At Samsung. Samsung has also established threestrategic approaches in its management: ―Creativity. PeopleQuite simply. Samsung has mapped out a specific plan of reaching $400 billion in revenue andbecoming one of the world‘s top five brands by 2020.2011 Financial Highlights AMOUNTS IN BILLIONS WON DOLLARS EUROS Net Sales* 254.9 Total Assets 391.6 152.5 141.
Samsung Electronics won 32 innovation and design engineering awards at the ConsumerElectronics Show. design strategy often uses social research methods to help ground the results andmitigate the risk of any course of action. why do it and how toinnovate contextually. suchdominance may not be sustainable in the long run. product design outsourcing forconsumer electronics products. Samsung also consolidated its distribution system.• Agitated competitor. including Sony Ericsson and Siemens bistro into its share.• Not befitting clue of the new trend in the market. 7 8.mobile phones and home appliances. as a first step in its globalization drive.• acceptance in the Pakistani market. So. reliability and warmth. According to companysources. the Middle East. in order to establish itself in the Indian consumers ‗mind. innovation strategiesand strategic planning in a changing competitive landscape. the idea was to convey the message that Samsung uses Nobel Prize Laureates ideas for making its products. information technology products. innovation strategies. This process involves the interplaybetween design and business strategy. The advertisementshowed a man (representing a Nobel Prize Laureate) passing from one scene to another.Advertising and Promotional Strategies -In 1997. both immediately and over the long term. The Making of a Global Brand -In 1993. This is a management strategy case that explores product design. localization of products. audio and video products. Samsung had 18 state-leveldistribution offices and a direct dealer interface. Samsung launched corporateadvertisements highlighting its technologically superior goods. Analysts felt that the wide product range of Samsung was one of main reasons for its success in the Indianmarket. when Samsung entered India.Design strategy –Design strategy is a discipline which helps firms determine what to make and do. and enabled it to launch products according to consumer needs. Whilenot always required. Samsung positioned itself on the technology platform. Samsung launched its first corporate advertising campaign . especially now that competitors are achieving higherprofitability with lower investments in R&D per product.• Not an appearance accent and appearance statementStrategies of Samsung -Product Innovation -Samsungs product range in India included CTVs.Pricing -Pricing also seemed to have played a significant role in Samsungs success.Distribution -Along with the launch of new products. As the man passesthrough different scenes.symbolizingadvancement and change. This ad was airedin nine languages across Europe. While investment in R&D and product designhas rewarded Samsung Electronics with its dominant market position and premium brand perception.Nobel Prize Series. it realized that Indian consumers were not familiar with thecompany. Its product range covered all the categories in the consumer electronics andhome appliances. The logo was shaped elliptical representing a moving world . the words Samsung Electronics were written in white color on blue color backgroundto represent stability. Samsung products transform into more advanced models.Advertising and Sales Promotion -In 1995. The case also discusses such issues as productdesign philosophies.Samsung Electronics: Innovation and Design Strategy -In January 2008. Samsung acquired a new corporate identity. researchmethods used to inform business strategy and strategic planning which provides a context for design. forming a systematic approach integrating holistic-thinking. The direct dealer interface helped the company get quick feedback fromdealers. South America and CIS countries. The words Samsung Electronics were written in English so that they would beeasy to read and remember worldwide. It changed its logoand that of the group. The approach has proved . artful added thanbisected of the apple market. In the new logo.
9 . RCSPL diluted its stake inSamsung to 26% and in November 2002. 2 player globally. Samsung also has the second-bestmarket share globally for A4 color laser multi-function printers (30%) and mobile phone handsets (17%).• useful for companies in a variety ofstrategic scenarios. vs. and static RAM (SRAM. behindNokia. the FIPB cleared Samsungs proposal to buy RCSPLs remaining(23%) stake. and 49.He then illustrated Samsungs position as a global leader in the electronics market. 28%).In Egypt.S. with 38%. theres a big dose of traditional Korean modesty in Shins fretting.. in 1969 to the establishment of its Digital Media and Communications Division in 2009.The main speaker at the event was Mr. dynamic RAM (DRAM. LCD Panel TVs (27%). its share is less than 10%. and 6 design centers.Egypt – Samsung Announces 2010 Business Strategy -Samsung Electronics Co. But while Samsung is the top brandin the U.Samsungs Marketing Strategy in India -Samsung entered India in December 1995 as a 51:49 joint venture with Reasonable Computer Solutions PvtLtd (RCSPL). Branch Manager of the Samsung Cairo Office. boosting sales 7% in 2009 without denting its 10% profit margins.In 2010. Samsung is planning to expand it distribution channel network and shopdisplays. At the low end.8% in January 2009 and 15% in February 2009. Shin." says J. Park began his presentation with an overview of the history of Samsung Electronics since its inception 8 9.7% in December 2008. with handset sales off 11% this year—a seriousdownshift from the double-digit expansion of recent times.Samsungs Plan to Strengthen Its Weaknesses -The global cell phone business has been in a funk lately. monitors (16%).Mr. the aim is to increase the brand awareness and strength as well as local product adoption. 48 sales subsidiaries. 21 branchoffices. That has helped the Korean giantincrease its worldwide market share to 19% and cement its position as the No. Samsung Electronics. Nokias 58%.. whoprovided his insights into Samsung both globally and locally as well as an idea about the direction of thecompany over the next year.He provided a breakdown of Samsungs global network across 59 countries with 27 manufacturingsubsidiaries. 9 regional headquarters. 13.Mr.3% growthin the hand-held products (HHP) division from Q208 to Q209. And of the 150 or so newmodels Samsung will introduce this year. 1 manufacturing and sales subsidiary. The HHP division has seen steady marketshare growth over time from 12. a leading mobile phone provider. flash memory(32%). Park noted that Samsung has been the fastest growing global brand since 2002 and is ranked 21stamong all global companies in 2008 with consolidated revenues of $108bn. only a half-dozen cost less than $100. Park also provided an overview of the 2009-2010 strategy for Samsung in Egypt and a medium-termview. 16 research and development centers. owned by Venugopal Dhoot of the Videocon group. Samsungs reaction to the good news? "We have a long way to go. In India. In smart phones. thecompanys new handset business chief.5% of a world marketthats likely to grow 31% this year. Ltd. though. recently hosted a roundtable discussionfocusing on the companys 2009-2010 business strategy in Egypt. In 1998.Mr. Shin is worried that the company remains a laggard in two key segments: high-end smart phonesand ultra cheap models for developing countries. Samsung has just 3. according to researcher Strategy Analytics. of which digital media andcommunications contributed 65%. as well as continue regularly launching new products. Samsung has achieved 32% market share in the LCD market as of April 2009.K. holding the top marketshare position worldwide in LCD TVs (21%). For the second half of 2009. 3 distribution centers. has bucked thetrend. Duke Park. Samsungstill trails Nokia badly.Sure. 31%).
energy managementsystems and training programs for employees to reduce energy consumption across all operations. promotions andincentive programs to facilitate energy saving activities at workplaces. washingmachines and air conditioners at Noida.We are also committed to enhancing employees awareness through diverse training.Energy Management Strategy -Samsung Electronics has adopted various measures such as high-efficiency facilities.Despite this.28.The company established a working group for energy management which meets every two months to sharebest practices for energy saving and management throughout all business divisions. We also keep up to date with the introduction and revision of various laws andregulations. contributing 40 % of the total sales. Its consumerelectronics business grew by 29% and contributed 60% to the total sales. There is a separate team dedicated to monitoring activities.170 million with 26% growth over the previous year. and energy efficient process optimization. Thatgoal. energy efficient water humidification systems. Ltd is piling on the pressure in the second quarter with a flood of investments—approximately Rs.Climate Strategy -Samsung Electronics has been establishing corporate-level strategies to address its direct and indirect impacton climate change. distribution of manuals oncompliance. Samsung strives to reduce direct and indirect emissions of greenhousegases and prevent potential risks by carrying out initiatives in voluntary GHG reduction and thedevelopment of an inventory. Samsung reported sales of Rs."We plan to make massive investments and try to expand our market share through implementation ofaggressive investment plans and migration into advanced . Samsung executives speak little about boosting depressed DRAM average selling price. which they admit will benefit the entire memory component market and is critical to profitability inthe embattled sector. Samsungs flagship businesses wereconsumer electronics and home appliances. etc. Real life examples are used in training programs as a way of preventing recurrence of anycompliance problems that arise. We have instituted acompliance program that includes preemptive and year-round training. we analyze the related process and outcome to find the fundamental cause and pursue improvementmeasures. We alsoplan to introduce an energy certification program for new facilities and buildings from 2010.• • 10. microwave ovens. Through this. Uttar Pradesh. which contributed more than 60% of its revenues. Our compliance activities are broadly classified into prevention. will come later. Prevention activities include employee education. Samsung established manufacturing facilities for colour televisions. 10 11.3 trillion Korean won or $7 billion)—migrating into advancedgeometries to further reduce costs and proposing a hefty 100 per cent jump in DRAM bit shipment and 130per cent for NAND memory components. Samsungs strategy pressures competitors -Samsung Electronics Co.In 2002.226. control and supervision in order toensure adherence to pertinent laws by the company and all employees and mitigate risks related to violationof laws and regulations. After dealing with a complianceissue.70 crore (7. In 2002. mobile phones and home appliances. monitoring andfollow-up processes. It also had a presence in consumer electronics. system-based self-inspections.information technology products. These activitiesencourage facilities to set up highly energy efficient equipment and technologies. and its home appliances divisiongrew by 21%. low-power vacuum pumptechnology. and operation of a help desk to respond to questions oncompliance matters.Compliance Management Strategy -Samsung Electronics has established a new compliance system to prevent and minimize business risksassociated with issues such as collusion and violation of intellectual property rights.
Samsung Mobile enjoys agreements with major cell phone service providers such as T-Mobile. Once known for itstelevisions and other home appliances. Samsung isonly 1. when they partnered withSprint on a line of sleek and compact phones.Samsung Mobile TodayIn early 2009. Advance orders for Samsung‘s Galaxy S2. Samsung Mobile released the SH-700 series."We will accelerate our efforts to strengthen our competitive edge and continue to widen the gap with ourcompetitors to achieve further growth and profitability. From this point until the early 1990s.In the 3rd quarter of 2008.Sprint and Verizon Wireless.In early 2009. It now ranks fourth after Nokia. and had ingrained the approach in the corporateculture with an annual conference presided over by their entire .Samsung FactsLee Byung-chull founded Samsung Group in 1938. manufacturing was halted. AT&T. Value Innovation Program centre was started in 1998 and by 2004 the centre was playing avery key role in rapid growth of Samsung to become the world‘s top consumer electronics company.Blue Ocean Strategy (BOS) – Samsung Electronics 2006-2010 -Value Innovation.Rough BeginningSamsung Mobiles first ever offering was a car phone it introduced in 1986. Because of poor reception andsales. Manycross-functional Blue Ocean project teams were at work. Samsung Mobile and T-Mobile introduced the Memoir. Apple and Research in Motion (RIM).surpassed 3 million units within a week of the launch. Samsung nearly dropped its Mobile division. Samsung Mobile shipped more than 50 millionhandsets in a quarter--despite a global recession. vice president ofthe semiconductor business at Samsung. Samsung would reclaimmore than half the mobile phone market share in Korea from Motorola. With a better product and a more aggressive marketing campaign. which was released in April 2011." said Yeongho Kang.6 million smart phones in the quarterended March 2011. posing a threat even to Apple. Samsung sold 12.Samsung Mobiles: Smartphone strategy for the Indian market -Samsung Mobile‘s line-up of smart phones and tablets has helped the handset maker rally a significant sharein a market that is largely dominated by Nokia." added Kang. With Motorola holding a sizable advantage over the rest of a fledglingmobile phone field. Samsung Mobile would introducemobile phone models.2 per cent. boosting its global Smartphone market share by 7. The Global MarketSamsung cell phones found its way into American hands for the first time in 1996. for the first time in its history. and reception was poor. in a presentation to the investment community following therelease of the companys first quarter results. a cell phone with a "Best in Class" 8Megapixel camera. Samsung Mobiles parent company. South America and Japan wereenjoying the high-end design of Samsung Mobile phones. but sales were low because demand was low. Samsung Mobile has been around since1983. Samsung Mobiles global market share stood at more than 17 percent. Samsung Electronics. second only to Nokia. 11 12.The History of Samsung Mobile Phones -Although its line of sparkling smart phones seems fresh and new. A few short years later.Turning PointIn 1993. was founded in 1969. At this rate. first component of Blue Ocean Strategy is Samsung‘s primary tool for productdevelopment. which boasted a smaller and sleeker design and bettersound quality. naming the start-up company a Korean word whichtranslates to "three stars" in English.2 percentage points behind RIM and is expected to grab the number three spot in 2011 if it maintainsits current growth rate.4 percentage points from the previousyear to 12.• geometry. Samsung recently eclipsed heavyweights Sony Ericsson andMotorola as one of the biggest cell phone manufacturers in the world. its salesare expected to top 14 million units in the current quarter. The designs of these early attemptswere bulky.
The Eco-Management 2013 plan seeks to reducegreenhouse gas emissions from manufacturing facilities by 50 percent. the flash memory giant. 12 13.Samsung BOS strategy has also helped it to maintain top position in TV market (since 2006-2010). in 2003 Samsung has become theNo2 player in the mobile phones market. 2008 has been a tough year for Samsung as the Chairman of the group was indicted and forced to resign ontax evasion charges. Samsung is still innovating in a big way and it still relies on a basic assessment:product‘s competitiveness is everything. Samsung launched green management initiative that is intended tomake Samsung a leading eco-friendly company by 2013. within five years of entering the mobile phone market. Global. One of thesuccessful results of the MDC was Flat panel LCD TV Bordeaux. Samsung launched mobilephones Wave based on Bada platform along with its first smart phone on Google‘s Android platform –Samsung Galaxy.2010 saw Samsung launching a a new tablet PC named Galaxy Tab as the latest device meant to rival AppleInc. The company plans to bring down smart phone prices significantly." which can be used to develop applications for Samsung phones. Samsung launched3D LED TVs and at a premium pricing and changing the home entertainment experience from 2-D to 3D. BOS is still at the core of the Samsung product strategy and company hasbeen able to make the necessary adaptations according to the business environment and changing consumerpreferences. in a competition-less way. In 2007 Samsung keeping focus of teenager customers haslaunched a store in the Second Life Site.• top management. Samsung also failed to acquire SanDisk.It is also merged its digital media and its telecommunications business into one business unit. called DigitalMedia & Communications Business. Fall in sales ofmicrochips and TVs has hit the company badly due to recession.s popular iPad. The virtual space will be used to showcase range of mobilehandsets to teenagers the future consumer group. One of the key successesof VIP centre was. and to reduce indirect greenhousegas emissions from all products by 84 million tons over five years. and it must be kept away from price wars . Early 2009 Samsung merged its LCD(liquid crystal display) and semiconductor business into one business unit called Device Solution Business. In 2006 Samsung launched Market Driven Change (MDC) where its focus was on theconsumer insights and how to develop better and new products using consumer insights. This TV has played a crucial role inSamsung overtaking Sony in the LCD market.LCD panel market since 2002.called "bada.2009 also saw Samsung enter into Mobile OS market with launch of its own open mobile operating system.