IN THE PARTIAL FULFILLMENT OF THE COURSE,

MANAGEMENT INFORMATION SYSTEM.

“ SAMSUNG COMPANY”

GROUP MEMBERS: SYEDA AIFA TANVEER

MARIAM KAMRAN
HADEEQA
EMAN JAMEEL
 ZUNEERAH

1) INTRODUCTION:

Samsung, South Korean company that is one of the world’s largest producers of electronic
devices. Samsung specializes in the production of a wide variety of consumer and industry
electronics, including appliances, digital media devices, semiconductors, memory chips, and
integrated systems. It has become one of the most-recognizable names in technology and
produces about a fifth of South Korea’s total exports. Samsung was founded as a grocery
trading store on March 1, 1938, by Lee Byung-Chull. He started his business in Taegu,
Korea, trading noodles and other goods produced in and around the city and exporting them
to China and its provinces. (The company name, Samsung, came from the Korean for “three
stars.”) After the Korean War, Lee expanded his business into textiles and opened the largest
woolen mill in Korea. He focused heavily on industrialization with the goal of helping his
country redevelop itself after the war. During that period his business benefited from the new
protectionist policies adopted by the Korean government, whose aim was to help large
domestic conglomerates (chaebol) by shielding them from competition and providing them
easy financing. In the late 1950s the company acquired three of Korea’s largest commercial
banks as well as an insurance company and firms that made cement and fertilizer. Samsung
in the 1960s acquired more insurance companies as well as an oil refinery, a nylon company,
and a department store. During the 1970s the company expanded its textile-manufacturing
processes to cover the full line of production—from raw materials all the way to the end
product—to better compete in the textile industry. New subsidiaries such as Samsung Heavy
Industries, Samsung Shipbuilding, and Samsung Precision Company (Samsung Techwin)
were established. Also, during the same period, the company started to invest in the heavy,
chemical, and petrochemical industries, providing the company a promising growth path.
Samsung first entered the electronics industry in 1969 with several electronics-focused
divisions. Their first products were black-and-white televisions. During the 1970s the
company began to export home electronics products overseas. At that time Samsung was
already a major manufacturer in Korea, and it had acquired a 50 percent stake in Korea
Semiconductor .The late 1970s and early ’80s witnessed the rapid expansion of Samsung’s
technology businesses. Separate semiconductor and electronics branches were established,
and in 1978 an aerospace division was created. Samsung Data Systems (now Samsung SDS)
was established in 1985 to serve businesses’ growing need for systems development. That
helped Samsung quickly become a leader in information technology services. Samsung also
created two research and development institutes that broadened the company’s technology
line into electronics, semiconductors, high-polymer chemicals, genetic engineering tools,
telecommunications, aerospace, and nanotechnology. Encyclopedia Britannicam technology
services. Samsung also created two research and development institutes that broadened the
company’s technology line into electronics, semiconductors, high-polymer chemicals,
genetic engineering tools, telecommunications, aerospace, and nanotechnology. Lee Byung-
Chull died in 1987 and was succeeded by his son Lee Kun-Hee. Samsung was split into five
companies; electronics remained under Lee Kun-Hee’s leadership, and the other four
companies were run by other sons and daughters of Lee Byung-Chull. Lee Kun-Hee felt that
Samsung had become complacent because of its dominant position in the South Korean
economy and was unprepared for global competition. He famously said to Samsung
executives, “Change everything but your wife and kids.” Under what Lee termed a “new
management” concept, Samsung insisted that subordinates point out errors to their bosses. It
also stressed quality of products over quantity, promoted women to the ranks of senior
executives, and discouraged bureaucratic practices.

2) MISSION:

“ Samsung is a simple business philosophy: to devote its talent and technology to creating
superior products and services that contribute to a better global society. To achieve this,
Samsung sets a high value on its people and technologies.”

3) VISION:
The mission of Samsung is: Supporting people to be their best ( On the basis of human
resources & technologies).

4) WHAT SUPPORT DECISION MAKING:

Samsung Electronics was chosen as a company for the evaluation of its strategy and
performance with the assistance of the analysis of the financial reports. In this case, the
potential risks, inputs of the company’s production, introduction of new products, assessment
of the changes in prices and profitability, marketing analysis, and the evaluation of the
various strategies, which are not related to the price formation, are assessed with the
assistance of financial performance of the organization. In the end, the conclusions are
drawn, and the relevant recommendations are proposed to enhance the operations. Samsung
Electronics is a multinational company, which specializes in the production of technology
while focusing on innovation and continuous technological improvement. It could be said
that it is a segment of Samsung Corporation, which specializes on “high-tech electronics and
manufacturing and digital media” . In 1979, Samsung started its operations with the
production of the microwaves, and now it is one of the leaders in the technological market.
The primary goal of this section is to highlight the inputs, which are utilized in the
production and the identification of the potential threats to their security. In this instance, it
remains evident that there is a high interdependence between the price of the product and the
inputs, as the initial costs affect the final price (Krupova, Krupa, Wolfova, & Michalickova,
2014). Samsung uses the assistance of the suppliers, raw materials, labor, and other matters.
For example, it remains evident that Samsung exploits the suppliers to be able to combine the
parts, which are required for the assembly of the initial product. Additionally, the fluctuations
of the costs of the raw materials such as Columbite will affect the prices dramatically due to
the essentiality of this component in the production of Samsung’s products (Rosenberg,
2015). Nonetheless, the prices for plastic, wood, metal and other raw materials will also
influence the prices as they are necessities in the electronic manufacturing.
In this instance, the potential threats can be identified as the dependency on the costs of raw
materials and labor. Another matter is the inability to find the replacement of Columbite due
to the potential scarcity of the resource. Lastly, the necessity of the cooperation with the
suppliers to maintain cost-efficiency might be the definer of the company’s financial success
and productivity, as the participants of the supply chain outline the transportation and
delivery expenses. In turn, it remains evident that the Samsung tried to introduce new
products to the market and cultivate the demand by creating particular niches. In this
instance, it is apparent that Samsung pays a substantial attention to this approach while
defining the company’s business strategy . Consequently, Samsung highly invests in research
and development to support the sufficient introduction of new products and services in the
market. For example, Samsung generates a new SUHD TVs, which supports a higher quality
of the image and corresponds to the green policies during the production process . . It could
be said that the introduction of this product assists in generating of a new customer’s niche,
which cares about the quality of the products and compliance with the ecologically friendly
principles.

5) BUSINESS ENVIRONMENT:
 The economic environment of the external market deals with Samsung having the largest market
share of Android smartphones. The reduced purchasing power of buyers limits the expansion of
Samsung to further areas. They must stick with solutions that continue to earn profits instead of
experimenting as much. Samsung operates within the macroeconomic environment allowing it to
change its strategies. Samsung pushes to expand to new markets and develop new ideas to more
developed countries with more spending money. The technological environment Is the leading
advantage for a company like Samsung. They use technology for business advantage and new
innovations. Samsung wants to remain in the lead of the smartphone market and it is their main
mission. They try and stay above new technology advancements offering new products before their
competitors. They do have some struggles with Apple on copying of designs. The growth rate of
technology is what keeps the company in the running. The political environment works in favor of
Samsung. There are some political rights and issues the company deals with due to conflicts with
rival countries. These locations where there are issues have an unstable political environment causing
threats to the company. Samsung tends to deal with these issues. It is also the largest marketer of
mobile phones in the market share. They have great research and design capabilities that can replicate
competitor companies new advancements very quickly. Samsung is strong in their marketing and
manufacturing speeds and abilities. They have relationships with many US and Europe retailers
allowing many channels for sales. Samsung also has low productions costs and a large market share.

Internal Operations
1. Superior products and services.
When it comes to quality, Samsung is rivaled by few. The company has shown its commitment
to meeting the needs of this component by competing with the top brands across the globe, and
this fight has made it one of the best. It is no wonder why Samsung ranks second at the global
level revenue-wise. All this is because of the uncompromising attitude that the company has
instilled in its production lines and services where quality is concerned. With this, its products
have come to be associated with a superiority away from the norm.

2. Quality Management
In this age of intense market place competition, every firm is attempting to satisfy its consumers in the
best way possible with the objective of retaining a bigger pool of loyal consumers. This can be achieved
by offering improved or constant quality of products, which results in enhanced levels of consumer
satisfaction. Today, quality is important because current consumers focus more on the quality of the
product and companies are increasingly focusing on quality than previously. The changing market trends
are forcing firms to change their quality management approaches in order to integrate new quality
strategies with a view of delivering high quality goods and services. Samsung employs Total Quality
Management (TQM), which aims at enhancing the quality of manufacturing process by lowering the
levels of rejection, which in the end lowers the costs. The goal is to lower the rejection levels to zero
which means that Samsung strives to improve continuously the quality of its products. Effective
integration of TQM has enabled Samsung to realize competitive advantage over its competitors and this
has helped the company to capture a significant share of the mobile business across the globe.
Companies that operate in the global market place focus more on the quality of their product due to
intense pressure and the fact that quality is a primary source of competitive advantage and distinguishes
the company from its peers (Chang, Kim &Joo, 2013 p. 31). The consumer expectations linked to product
quality is raised has multiple alternatives are availed in the market and consumers tend to go for quality
products from those that are present in the market. In order to maintain its quality advantage, Samsung
has to continue to ensure that its quality system is beyond reproach and cannot be copied by rivals.

3.  Inventory Management
The management of inventory is vital business functionality and its effectiveness enables a firm to
exceed or meet the demands of product availability in a manner that maximizes the profitability of the
venture’s operations. Samsung earns a significant percentage of its revenue globally and the company
has to compete on quality and pricing. The competition in consumer electronics and mobile segment is
very stiff. Samsung, for example, uses the Android operating system on its mobile devices, an operating
system that is been used by multiple rivals and as a result, Samsung is forced to price its mobile products
in a narrow range as compare to similar products being offered to the market by its rivals. If competitors
are able to offer alternative products that are priced lower than those of Samsung, then the company is
likely to lose its consumers.

4. Samsung’s Supply Chain

Supply chain management (SCM) is a notable source of competitive advantage over rivals and helps an
organization to improve its performance in the ever fluid marketplace. Due to increasing level of
marketplace competition the challenges associated with the concerns such as delivering quality
products at Samsung enjoys an efficient supply chain network that was started through a collaborative
program aimed at increasing the stability of the company’s key suppliers. The South Korean giant
underscores the significance of supply chain management and as the fastest adapter to market trends,
Samsung monitors new entrants into the market and purchases those that have a potential of leading
competitiveness. he lowest possible cost, on time have compelled many companies to adopt a lean
supply chain design. Samsung’s supply chain is designed regularly to match the changing technological
environment. As changes in technology are being witnessed, the company’s supply chain design is
altered in order to align to these changes. This is the age of changing technologies and those companies
that adapt to technological changes rapidly tend to become more successful. In this age of globalization,
early entrants often enjoy edge as compared the subsequent ones. Consequently, as soon as the firm
starts to operate in the global environment, it has to institute limited alterations in its supply chain
design since there is a change in the geographical location and it is imperative to bring the prerequisite
changes in the company’s supply chain core design.

External operations:
1. External business partners:

 IBM

Creating Hybrid Cloud. Using AI expertise to drive enterprise innovation. Connecting Samsung 5G-
enabled devices and security with IBM’s digital transformation. Just a few highlights of our decades-long
IBM collaboration. By pairing emerging technologies with society’s needs, we deliver solutions helping
companies protect the well-being and safety of their workers across multiple industries from financial
services to energy, healthcare to manufacturing.
  Microsoft

Natively integrated Microsoft Office 365 solutions put productivity apps like OneDrive, Outlook and
Your Phone, in your hands, out of the box. Word, Excel and PowerPoint, too.

New push-to-talk functionality with Microsoft Teams enables clear voice communication over the cloud
on the Galaxy XCover Pro. This collaboration is also the driving force behind the Windows Virtual
Desktop experience with Samsung DeX.

 CISCO

Samsung and Cisco are partnering to make the future of work seamless.
We have optimised Samsung mobile devices for Cisco networks, helped define industry standards
and tested them for the best experience, like with the Galaxy S10, the first Wi-Fi 6 device.
For enterprise collaboration, we have enriched Webex Meetings with Samsung DeX and can turn any
screen into a productivity space to work, meet and exchange ideas.

2. Legal compliance:
 Compliance Program
The compliance program at Samsung Electro-Mechanics is mainly divided into three processes: prevention,
monitoring, and follow-up.The prevention part includes compliance education for all employees and executives;
manuals and guidelines on compliance to which employees and executives can refer in their official conduct; a self-
monitoring system; a help desk to handle inquiries with regard to noncompliance and related matters; and a system
for monitoring any updates and changes in various laws and regulations.The monitoring part involves a standing
organization that keeps track of possible risks in each single item of compliance around the clock or on a regular
basis. Upon identifying any issues or problems, the organization thoroughly analyzes their causes and outcomes,
and apply solutions for fundamental improvement. The organization also shares its experiences and case studies
with employees and executives as part of their compliance education so as to prevent recurrence.The follow-up part
involves evaluating the level of compliance, assessing measures taken in response to identified issues, and rewards
and sanctions that are designed to ensure effective and sustainable operation of the compliance program.

3. Consumer relationship:
Samsung does this by aiming for high-quality customer service through a number of channels. It recently
unveiled its truck on the streets of New York City that can service customers similar to how a food truck
operates. If a customer needs help setting up their device, their screen to be fixed, or just a place to charge
their phone, they can come aboard the truck and get the service done for free. Samsung is also expanding
its chatbot ability by using bots to efficiently direct customers to a real person who can answer their
questions. Although Michael admits the technology isn’t completely there yet, the idea is that bots will be
able to streamline support requests by texting customers a few questions to point them to the right human
support agent. Future chatbots will be able to gather more information about customers, which will lead
to more customized experiences.
Samsung’s new focus on the end-to-end customer journey means that the focus isn’t just on selling a
product or fixing something when it’s broken—it’s on building relationships throughout the entire
customer journey. Building relationships that solve problems and improve customers’ lives means that
Samsung has to put resources into its programs. By delivering amazing experiences, studies have shown
that customers invest more in the brand, which leads to a huge ROI. The internal Samsung motto for
service is “Done plus one”, meaning that not only is the problem solved, but employees have the power
and are encouraged to go above and beyond to delight customers and make them Samsung fans for life.
It’s not just customers who are connected to the products—employees are as well. Samsung lets its
employees, especially those in the service areas, use their products for personal use so they can fall in
love with them and naturally want to provide amazing service. The hope is that employees will be fueled
by their own passion for the brand and products and want to share that with customers.

Customers are more connected than ever before, and that connection will continue to grow with the IoT
and as more devices become available. Companies like Samsung know the power of staying in touch with
these connected customers to help them not only connect to their devices, but also to connect to the brand.

Porter’s Five Forces Analysis of Samsung

 This tool is a handy method to assess how each of the market drivers imimpactshe companies like
Samsung and then based on the analysis, suitable business strategies can be devised. Further,
companies like Samsung are known to study the markets they want to approach thoroughly and deeply
before they make a move and it is in this perspective that this analysis is undertaken.
1. Threat of New Entrants:
Samsung is one of the world’s leading consumer electronics companies. The technology
industry is highly competitive and requires constant innovations for a company to sustain
itself in this business. These innovations require a high capital investment which is not
possible to gather by a small company. If a prominent player enters this domain, they may
struggle as they do not have the technical know-how to sustain in this business. Moreover,
getting into this business requires high brand value and trust amongst the customers, which
might be difficult for a new player. Customers also have high brand loyalty for Samsung in
the case of home appliances. Thus it isn't easy to pull Samsung or any other brand’s
customers into buying a newer product. Samsung also enjoys economies of scale, which a
newer company will not have. Switching cost is also very high in this market which further
prevents customers from switching their loyalty. Threat of new entrants would be low for
Samsung.

2. Threat of substitute products or services

Samsung smartphones can be substituted with ordinary mobile phones at any time with no
additional costs for customers. Moreover, there is an increasing range of mobile and
desktop applications that represent relevant substitute for Samsung’s mobile
communications business.

3. Bargaining Power of Customers:

In the Samsung the bargaining power of the customers can be set to moderate. For low
switching cost devices like mobile phones, the bargaining power is high. Because Samsung is
a business-to-consumer corporation, no single client has a significant effect on Samsung's
revenues. As a result, clients' individual bargaining power is limited. On the other hand,
customers have a lot of collective bargaining power since they have a lot of alternatives in
terms of brands and items accessible on the market to pick from.

4. Bargaining Power of Suppliers:

Bargaining power of suppliers in the case of Samsung is low Samsung works with a variety
of suppliers from across the world, including the United States, Taiwan, China, South Korea,
Hong Kong, and Japan. Many of the vendors rely on Samsung for a large portion of their
revenue.

5. Rivalry among existing firms is intense:

 Approaching market saturation for many product categories in consumer electronics industry
intensifies the rivalry among existing firms and there is a little differentiation among the
range of products offered. Moreover, the great number and diversity of competitors operating
in the market fuels the extent of competition in the industry. In smartphone market segment,
one of its critical product categories, Samsung competes with a wide range of suppliers such
as Apple, LG, Lenovo, ZTE, Huawei, OPPO and others.

System Application:
App development services
We closely collaborate with enterprise teams to develop custom applicati ons that
transform how you do business. Plus, we off er hands-on training and go-to-market
assistance for applicati on developers.

Optimizing your mobile application deployments

For enterprises, our application consultants will connect with your IT and application development
teams and work together to create, develop and optimize custom enterprise applications tailored to
your organizations specific needs. With a focus on user experience and a keen eye on security, we will
share our expertise through app development training and best practice recommendations.

For enterprises, our application consultants will connect with your IT and
application development teams and work together to create, develop and optimize
custom enterprise applications tailored to your organization’s specific needs. With a
focus on user experience and a keen eye on security, we will share our expertise
through app development training and best practice recommendations.

Application development and migration

 Custom module Custom module development for mobile devices and
wearable
 Support multi ple mBaaS platf orms
 Mobile applicati on migrati on, creati on and opti mizati on support
 Cross-EMM compati bility
 Security-compliant applicati on soluti ons

Application development consulting and training

Demonstrate Demonstrate infrastructure design and integration to back-end systems
 Leverage the EMM envi Demonstrate infrastructure design and integrati on
to back-end systems
  Leverage the EMM environment, with full customizati on for enterprise
objecti ves
 Container and cross-platf orm focus
 Training and best-practi ce recommendati ons to create enterprise-grade,
cross-platf orm applicati ons
 Enterprise applicati on sourcing
ronment, with full

Enterprise application sourcing

 Enterprise File Enterprise File Sync & Share
 Secure Voice Messaging
 Encrypted Email
 EMM Licensing
Sync & ShareEMM Licensing

Application development training and go-to-market services

You must have an account with the  Samsung Enterprise Alliance Program (SEAP) to inquire
about running a Jumpstart for your enterprise development team, or for independent
developers, to request more information on how we can help bring your mobile or
wearable app to market.

Get a Jumpstart on developing apps

Learn how to maximize your enterprise applications, improve performance,
minimize battery drain and leverage the enhanced security capabilities of Samsung
devices. Give your team a jumpstart on developing for either the Android with
Samsung Knox platform or the Samsung Tizen Wearable with Samsung Knox
platform. Available at no charge, 1  an expert will come to your site for a day-long,
hands-on training session.

Taking your application to market

For independent developers, creati ng your business app is only the beginning. Our
consultants can help you bring your mobile applicati on to market. We’ll work with
you to fi ne-tune your app, identi fy potenti al customers and routes to market, and
create bundles and collateral.
Applicati on go-to-market services include:

Applicati on evaluati on
Channel identi fi cati on
Bundle creati on
Collateral services

Competitor Analysis
Sаmsung Grоuр, belongs from Sоuth Коrеа, whісh іs аlsо thе wоrld's sесоnd lаrgеst
соnglоmеrаtе bу rеvеnuе hаs dіffеrеnt рrоduсts suсh аs: Sеmісоnduсtоrs, Slіmmеr Раnеls,
Теlеvіsіоns, 3D ехреrіеnсе, Smаrt ТVs аnd Арр, Моbіlе Рhоnеs, Ноmе Аррlіаnсеs еtс. Sіnсе,
Sаmsung іs grаduаllу іnсrеаsіng іts mаrkеt bу рrоduсіng vаrіеtу оf рrоduсts; іt shоuld соmреtе
іn thе mаrkеt іn suсh а wау thаt, іt stаnds аt thе tор mоst роsіtіоn. Іn dоіng sо, thеу hаvе
fосusеd оn mаnу thіngs sіnсе lаst mаnу уеаrs sо thаt; thеу аrе аblе tо соmреtе wіth mаrkеt
lеаdеrs lіkе Sоnу аnd Аррlе. Тhе mаіn rеаsоns fоr thе suссеss оf Sаmsung аrе:

 Рrоduсt іnnоvаtіоn

Тhе Аррlе іs соnsіdеrеd аs аn іnnоvаtіvе іn mаnу wауs іn dеvеlоріng smаrt рhоnеs but аlsо,
Sаmsung dоеs mаnу іnnоvаtіоns оn mаnу оthеr еlесtrоnіс іtеms іnсludіng mоbіlеs. Тhе wіdе
рrоduсt rаngе оf Sаmsung wаs оnе оf mаіn rеаsоns fоr іts suссеss іn thе mаrkеt. Sаmsung
роsіtіоnеd іtsеlf оn thе tесhnоlоgу рlаtfоrm. Тоdау Sаmsung's іnnоvаtіvе аnd tор quаlіtу
рrоduсts аnd рrосеssеs аrе wоrld rесоgnіzеd. То glоbаl busіnеss, аnd Sаmsung hаs rеsроndеd
wіth аdvаnсеd tесhnоlоgіеs, соmреtіtіvе рrоduсts, аnd соnstаnt іnnоvаtіоn.

 Рrісіng

Рrісіng аlsо sееmеd tо hаvе рlауеd а sіgnіfісаnt rоlе іn Sаmsung's suссеss. Sаmsung sаlеs
sіmіlаr рrоduсt аt lоwеr рrісе thаn thаt оf аррlе аnd Sоnу fоr еg: рrісе оf 32 іnсh LСD рrоduсе
bу Sоnу Соst ІNR: 36,000 whеrеаs, Sаmsung соst оnlу ІNR: 26,000 fоr thе sаmе. Sіmіlаrlу, Аррlе
І-рhоnе 4 (32 GВ) соst ІNR: 39,000 whеrеаs, Sаmsung Gаlаху S ІІ соst оnlу 28,900 sо thаt
соnsumеr аrе еnсоurаgеd tо buу Sаmsung рrоduсts.

 Таrgеt Маrkеt

Тhе tаrgеt mаrkеt оf Sаmsung іs wіdе thаn Аррlе аnd Sоnу. Sаmsung hаs vаrіеtу оf рrоduсts
аlsо, sо thаt соnsumеr hаvе орtіоns tо buу but Аррlе fосusеs оnlу оn ехреnsіvе рrоduсt fоr
hіghеr іnсоmе сlаss реорlе аnd dоеs nоt hаvе vаrіеtу оf рrоduсt. Sаmsung fосusеs оn Аsіаn
Соuntrіеs whеrеаs Аррlе fосusеs оn rісh соuntrу lіkе USА.

 Dеsіgn оf рrоduсt
Sаmsung dеsіgn thеіr рrоduсt іn а unіquе аnd іn а stуlіsh fоrm. Sаmsung оvеrhаuls іts dеsіgn іn
еvеrу twо уеаrs. Sіnсе 2006, іt hаs wоn аs mаnу аs 210 аwаrds frоm іntеrnаtіоnаllу рrеstіgіоus
dеsіgn іnstіtutіоns. Sаmsung wаs thе wіnnеr іn еіght саtеgоrіеs іn thе 2009 ІDЕА аwаrds, thе
соmраnу thаt rесеіvеd thе mоst аwаrds. Іn thе 2010 іF Маtеrіаl Аwаrds, Sаmsung wоn thе
Gоld Аwаrd fоr fіvе оf іts рrоduсts іnсludіng thе ехtеrnаl hаrd dіsk drіvе whісh іs аnоthеr
rеаsоn fоr suссеss.

 Маrkеtіng

Sаmsung аdорts dіffеrеnt mаrkеtіng strаtеgіеs ассоrdіng tо tіmе аnd sіtuаtіоns. Ассоrdіng tо
Jоng Yоng Yun, vісе-сhаіrmаn & СЕО, Sаmsung Еlесtrоnісs Wе аrе іnvеstіng аggrеssіvеlу іn
mаrkеtіng tо trаnsfоrm оur соmраnу tо bе trulу mаrkеt drіvеn аnd tо еstаblіsh оur Sаmsung
brаnd аs thе mоst trustеd аnd рrеfеrrеd brаnd іn thе mаrkеt." Sаmsung hіrеs сеlеbrаtіеs аs thе
brаnd аmbаssаdоr уеаrlу. Тhеу hаvе соntrасtеd tо hіrе Dаvіd Весkhаm аs а glоbаl brаnd
аmbаssаdоr fоr thе уеаr 2012.

Glоbаl соnsumеrs’ brаnd rесоgnіtіоn оf Sаmsung Еlесtrоnісs hаs іnсrеаsеd stеаdіlу: Ассоrdіng
tо thе tор-100 brаnd lіst соmріlеd bу Міllwаrd Вrоwn, thе Вrіtіsh brаnd соnsultаnсу, Sаmsung,
rаnkеd аt 68th оn іts lіst, wаs оnе оf thе wоrld’s mоst vаluаblе brаnds whоsе grоwth hаs bееn
mоst рrоnоunсеd durіng thе 2009-2010 реrіоd. Іts brаnd vаluе, еstіmаtеd аt аs muсh аs
US$1.1 bіllіоn, grеw bу 80 реrсеnt. Меаnwhіlе, Sаmsung tооk thе 33rd рlасе іn thе “Wоrld’s
Моst Vаluаblе Вrаnds 2010” lіst mаdе рublіс bу thе Fоrbеs mаgаzіnе. Fоrbеs sаіd thаt
Sаmsung’s brаnd vаluе wаs аs muсh аs $12.8 bіllіоn wіth аn аvеrаgе sаlе rеvеnuе grоwth rаtе
оf 17 реrсеnt fоr thе раst thrее уеаrs.

 Sustаіnіng Grоwth

Тhе соntіnuоus grоwths оf Sаmsung lеаd suссеss іn thе mаrkеt іn fоllоwіng wауs: Fоr fоur
соnsесutіvе уеаrs frоm 2000 tо 2003, іt роstеd mоrе thаn 5-реrсеnt nеt еаrnіngs. Іn 2005,
Sаmsung surраssеd rіvаl Sоnу fоr thе fіrst tіmе tо bесоmе thе wоrld's lаrgеst аnd mоst рорulаr
соnsumеr еlесtrоnісs brаnd аs mеаsurеd bу Іntеrbrаnd. Sіmіlаrlу, Іn 2006,Вusіnеss Wееk rаtеd
Sаmsung аs 20th оn іts lіst оf glоbаl brаnds, 2nd іn thе еlесtrоnісs іndustrу. Іn Jаnuаrу 2007,
Вrаnd Fіnаnсе rаnkеd thе соmраnу аs thе numbеr оnе glоbаl brаnd іn еlесtrоnісs.

Іn thе sаmе уеаr, Sаmsung Еlесtrоnісs' hаndsеt dіvіsіоn оvеrtооk Аmеrісаn rіvаl Моtоrоlа,
mаkіng іt thе wоrld's sесоnd-lаrgеst mоbіlе рhоnе mаkеr. Lіkеwіsе, іn 2009, Sаmsung оvеrtооk
Sіеmеns оf Gеrmаnу аnd Неwlеtt Расkаrd оf thе USА. Іn Dесеmbеr 2010, Тhе ЕU grаntеd
іmmunіtу tо Sаmsung Еlесtrоnісs fоr іts раrt іn іnfоrmіng оn оthеr mеmbеrs (LG Dіsрlау, АU
Орtrоnісs, Сhіmеі ІnnоLuх, Сhunghwа Рісturе Тubеs аnd НаnnStаr Dіsрlау) оf а рrісе fіхіng
sсhеmе.Оn Арrіl 2011, Sаmsung Еlесtrоnісs Со. hаvе sоld thеіr НDD соmmеrсіаl ореrаtіоn tо
Sеаgаtе Тесhnоlоgу fоr аbоut $1.4 bіllіоn
  Dіstrіbutіоn сhаnnеl

Тhеrе аrе vаrіоus dіstrіbutіоn сhаnnеls whісh аrе аdорtеd bу Sаmsung іn dіffеrеnt соuntrіеs.
Аlоng wіth thе lаunсh оf nеw рrоduсts, Sаmsung аlsо соnsоlіdаtеd іts dіstrіbutіоn sуstеm.
Sаmsung hаd 18 stаtе-lеvеl dіstrіbutіоn оffісеs аnd а dіrесt dеаlеr іntеrfасе іn Іndіа. Тhе dіrесt
dеаlеr іntеrfасе hеlреd thе соmраnу gеt quісk fееdbасk frоm dеаlеrs, аnd еnаblеd іt tо lаunсh
рrоduсts ассоrdіng tо соnsumеr nееds.

 Аdvеrtіsіng аnd Sаlеs Рrоmоtіоn

Тhе wау thеу аdvеrtіsе аnd рrоmоtе thеіr рrоduсt mаkеs thеm suссеss. Тhеrе аrе vаrіоus
іntеrеstіng аdvеrtіsеmеnts оf Sаmsung. Тhеу рrоmоtе thеіr рrоduсt аnd brаnd іn glоbаl
sроrtіng еvеnts suсh аs: Оlуmрісs. Dаvіd Весkhаm wіll bе rеsроnsіblе fоr dіssеmіnаtіng thе
nеws thаt Sаmsung іs оnе оf thе mаjоr sроnsоrs оf thе Lоndоn 2012 Оlуmрісs. .

 Glоbаl СSR

А соmраnу’s suссеss іs mеаsurеd nоt оnlу bу іts busіnеss асhіеvеmеnts, but аlsо hоw wеll іt
sеrvеs іts соmmunіtу, рrоtесts rеsоurсеs, аnd mаkеs dіffеrеnсеs іn реорlе’s lіvеs. Sаmsung
сrеаtеd аn Есо dеsіgn еvаluаtіоn sуstеm, есо frіеndlу аnd rесусlаblе рrоduсt.

Frоm аfоrеmеntіоnеd аnаlуsіs wе саn undеrstаnd thаt Sаmsung hаs bееn іnсrеаsіnglу
suссеssful іn rероsіtіоnіng thе brаnd оf іts vаrіоus рrоduсts а hіghеr lеvеl соmреtіng wіth
mаrkеt lеаdеrs lіkе Sоnу аnd Аррlе.