Preview

Samsung Case Study

Powerful Essays
Open Document
Open Document
684 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Samsung Case Study
Marketing Excellence

>>Samsung

Korean consumer electronics giant Samsung has made a remarkable transformation, from a provider of valuepriced commodity products that original equipment manufacturers (OEMs) sold under their own brands, to a global marketer of premium-priced Samsung-branded consumer electronics such as flat-screen TVs, digital cameras, digital appliances, semiconductors, and cell phones. Samsung’s high-end cell phones have been a growth engine for the company, which has also released six Olympics, and ran several global ad campaigns themed “Imagine,” “Quietly Brilliant,” and “YOU,” all which included brand messages such as “technology,” “design,” and “sensation” (human). In 2005, Samsung surpassed
Sony in the Interbrand brand ranking for the first time and continues to outperform Sony today.
The economic downturn during 2008 and 2009 significantly affected the semiconductor industry, overall consumer electronics sales, and Samsung’s bottom line.
To survive, Samsung slashed profit margins, decreased production, and cut inventories. As a result, the company emerged at the end of 2009 with record-high quarterly profits despite significantly smaller profit margins.
Today, Samsung is the global leader in flat-panel TVs and memory chips, and the number two player in mobile phones. It is focused on growing technologies such as smart phones and has partnered with both Microsoft’s
Windows Mobile and Google’s Android software. In addition, Samsung has formed a green partnership with
Microsoft to help create energy-efficient computers.
Unlike rival firms, Samsung has become a global leader by making both components for electronics products and the actual devices sold to consumers,

a steady stream of innovations, popularizing the PDA phone, the first cell phone with an MP3 player, and the first Blu-ray disc player.
Samsung initially focused on volume and market domination rather than profitability. However, during the
Asian financial crisis of the late 1990s,

You May Also Find These Documents Helpful

  • Good Essays

    Because of the extremely intricate and sophisticated nature of manufacturing semiconductors, a competitor should expect high initial capital requirements to build facilities needed for production. Cost to build a new semiconductor fab has gone up from $200 million in 1985 to $3 Billion in 2004. Incumbent companies have capabilities to design newer generations of semiconductors with greater amounts of memory and processing abilities that make older generations obsolete. Older generations tend to drop half their amount in price one year after a new model is reduced (exhibit 6). The United States and Taiwan governments restricted domestic producers from shipping semiconductor equipment to China. China’s government began to subsidize all semiconductor infrastructural needs to local producers in hope of making China competitive in the market. Micron was granted amnesty in an April 2005 price fixing charge against Hynix, Infineon, and Samsung for bringing the alleged wrong doing to the US Department of Justice. This type of coordination is prevalent among firms in an Oligopoly, in which Barriers to Entry are categorized as high.…

    • 1932 Words
    • 8 Pages
    Good Essays
  • Good Essays

    1. Does Samsung have a competitive advantage? If so, how are they creating added-value compared to industry competitors? Make sure to quantify your claims. (In answering this question, you will find helpful information in exhibits 6-7k (but not only there)).…

    • 1182 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    it into a leading brand. Also have done this with every brand we acquired since.…

    • 1470 Words
    • 6 Pages
    Powerful Essays
  • Better Essays

    Hrm 534 Assignment 3

    • 1234 Words
    • 4 Pages

    From being primarily a hardware vendor, the company has successfully transitioned into services and software. In doing so, it has moved from being a point product vendor to end-to-end solution provider (Datamonitor Plc., 2007, p.6). A strong brand helps the company to differentiate its offerings and enables it to compete effectively against regional players.…

    • 1234 Words
    • 4 Pages
    Better Essays
  • Good Essays

    the decision to only use the brand name Samsung is not the critical key to its success. Samsung…

    • 1043 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Under Armour

    • 612 Words
    • 3 Pages

    * Licenses its brand to independent manufacturers providing wider range of branded products to its customers.…

    • 612 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Case Study Sun Cellular

    • 1234 Words
    • 5 Pages

    The purpose of this study is to analyze and assess a company’s existing system and identify strategies that can be helpful to the company in terms of efficiency of the processes.…

    • 1234 Words
    • 5 Pages
    Powerful Essays
  • Powerful Essays

    Lakeside Case

    • 656 Words
    • 3 Pages

    · They moved from a bargain-priced electronic market towards a higher end product as the sole distributer of Cypress equipment.…

    • 656 Words
    • 3 Pages
    Powerful Essays
  • Powerful Essays

    Analysis of Dynacorp Case

    • 2108 Words
    • 9 Pages

    In the 1980s, Dynacorp was an excellent fit with the environment; it produced high-quality, innovation products. As result, its customers were happy to wait months or even a year for the company to bring out a new product and to “do some of their own applications work and figure out how to integrate Dynacorp’s products with the rest of their operations” (Dynacorp Case, 2005: M-2, 97).…

    • 2108 Words
    • 9 Pages
    Powerful Essays
  • Better Essays

    References: Landos, G., PhD (2007). Glossary of Terms in New Products Management. Retrieved November 27, 2008, from http://faculty.stonehill.edu/glantos/Lantos1/PDF_Folder/BA347_PDF/Glossary%20F%2007.htm…

    • 1393 Words
    • 6 Pages
    Better Essays
  • Powerful Essays

    Samsung SECA has successfully repositioned itself from an unremarkable producer of low-to-mid-market customer electronics and computer components into a provider of stylish, leading-edge consumer electronics due to its shift towards digital technology.…

    • 1427 Words
    • 6 Pages
    Powerful Essays
  • Satisfactory Essays

    Samsung Marketing Plan

    • 350 Words
    • 2 Pages

    Samsung is a Korean company that has risen to prominence in many fields over the years. The size and the scope of the company is almost unimaginable, as they are one of the largest and most diverse companies in the world. While the company is mostly known for their technology division (cell phones, radios, MP3 players, computer screens, and the like) they have many other divisions as well. The company has expanded from a humble storefront launched in the late 1930s to the largest company in Korea and the second largest company in the world.…

    • 350 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Samsung (Economics)

    • 975 Words
    • 4 Pages

    Samsung has been in the business for over 70 years, it is a company which is considered to diversify its business ranging from mobile phones to washing machines, TV’s to microwave, all kinds of home appliances to the most modern worldly technology needs of human kind. Samsung is a $160 billion company. Through research, reliability and a talented workforce, Samsung is able to provide technological solutions for our everyday lives. Samsung is known for its TVs however they have penetrated into the mobile phone market. They have come up with creative technology such as the Smart TV and Smart Camera. They continue to invest heavily into their research and development so that they can produce products that are efficient and effective. The war for market share goes on yet Samsung is able to maintain a high market share in TVs and smartphones. It is the innovative ideology of Samsung that has driven it to the top.…

    • 975 Words
    • 4 Pages
    Good Essays
  • Good Essays

    The company also teams up with the government-owned China Mobile to release a range of smartphones running on Google’s mobile Android platform, bringing it into head to head competition with Apple.…

    • 992 Words
    • 4 Pages
    Good Essays
  • Good Essays

    molok

    • 327 Words
    • 2 Pages

    - if the company is not an original equipment manufacturer (OEM), detail the functions fulfilled by the company, i.e. what services does it offer?…

    • 327 Words
    • 2 Pages
    Good Essays

Related Topics