Samsung The Making Of A Global Brand Case Study

This is Samsung’s current homepage, which advertises all of their products and also provides details and information in order to purchase their products via personal selling. In addition, in terms of sponsorships, Samsung, which started as a domestic sponsor of the Olympics in Seoul 1988, has been a worldwide Olympic partner since the 1998 Nagano Winter Olympics. They also sponsored the London 2012 Olympic Games.

Established in 1969, Samsung Electronics is one of the leaders in consumer electronics industry in international scale. The company has generated the record KRW 206,206 billion sales and KRW 25,025 billion operating profit during 2014. During the same period, Samsung recorded a debt ratio of 37.1%, equity ratio of 72.9%, and return on equity ratio of 14.7%. The company employs 320,000 people in 84 countries and localization strategy is used extensively in its global operations. The business is divided into three large segments – consumer electronics, IT & mobile communications and device solutions.

Samsung served as the manufacturing industry and international company analyzed. Samsung has been in business for over 70 years and manufactures products for diverse markets, including: digital media, high -tech electronics, home appliances, information technology and telecommunication. Samsung's motto is to "inspire the world and create the future" by leveraging three key strengths: new technology, innovative products and creative solutions.

This study seeks to examine the market structure and strategy of Samsung Company analyzing its micro-environmental level as well as SWOT analysis. In this regard, it is worth pointing out that Samsung is a well-established company. It manufactures different electronics products including home appliances and smartphones. It has been on the market since 1969. Its electronics division has 169 subsidiaries and affiliates, which are divided into three to include Consumer Electronics, Information Technology & Mobile Communications, and Device Solutions division (Samsung 2016, 2). In this precept, consumer Electronics focuses on advanced technology, exclusive design and significant offers for presenting new products such as TV, Refrigerator, Air Conditioner, and Medical equipment among other products. Information Technology & Mobile Communications division, on the other hand, produces mobile handset and customer friendly communication products. The Device Solutions in the same dictum division focuses on display pane and semiconductor products. The company has grown globally, and establishes outlets in different parts of the world, including the U.K.

In this TMA I'm going to discuss the strategy of two firms. The first one is Samsung which provide a strongly performance and on the other side Nokia which is performing in a weak way. By choosing Samsung as a firm that performing strongly we have to discuss its structure. Any organization has to set the main points of structure and its key point to develop a successful organizational structure. As Samsung set its main points as the size of the company, the type of the industry performance and the marketing strategies. Also Samsung set the key points as the division of labor, span of control, departmentalization, formalization and chain of command. By discussing the key element it shows the structure of the firm as the first element is formulization which the way the firm is guided by culture, rules and lows. Moreover at Samsung electronics allow the employees are divided into levels and all of run hair to the decision of the manager without any challenges. The second key element is that the structure of Samsung electronics is centralized which means that the lower level managers do not have the power to take decisions. The decision making process is produced from the tow level managers passing through the ground level of mangers. Which that the decisions which are taken are well combined the goals and objectives of the company by avoiding any risks. Moreover Samsung has a large degree of span of control. Span of control is the number of

This essay attempts to identify and analyse Samsung’s key features in their operations management. Operations Management is defined as the process where resources, flowing within a defined system (Kumar & Suresh 2009), are combined and transformed in a controlled manner to add value. These incorporate elements such as products, processes, technology, and equipment or quality control systems (Garrido, Martín-Peña & García-Muiña 2007, p. 2119). In addressing these elements the essay wishes to capture, which of these influence Samsung’s abilities successfully to obtain their competitive priorities (Garrido, Martín-Peña & García-Muiña 2007, p. 2120) and process strategies.

By the end of 2012, Samsung electronics become the largest producer of televisions and mobile phone. In order to achieve the success and the dramatic rise in consumer electronics sector, the company initiated new methods to innovate and create high quality products .

Today Samsung has evolved into a group of companies unmatched by others in its range of industries and performance. It is now globally focused and responsive to the needs of each market, and more committed than ever to true innovation. The group’s three core business sectors are electronics, finance and trade and services.

Define Strategic brand management and how do you relate it to other fields of study.

Company Background: Samsung is a South Korean multinational company those starting its business as a small trading company and right now becoming world largest corporation. The company deals with its business in several sectors such as advance technology, finance, petrochemical, semiconductors, plant construction, skyscraper, medicine, fashion, hotels, chemical and others. The company was established in 1969 in Suwon, South Korea and known globally for its electronic products (Kelly, 2011). The company is manufacturing several latest technologies, electronic appliances such as mobile phones, tablets, laptops, TVs, refrigerators, air conditioners, washers and other products. The company runs its operations and sales its products in 61 countries with approx 160,000 employees in all over the world (SAMSUNG, 2014). Moreover, the company acquired the position of the world biggest IT maker in 2009 by beating the Hewlett-Packard (HP) previous leader. Its sales revenue in the segment of LCD and LED is the highest in the world. Furthermore, Samsung also becomes world leader in the segment of tablets, mobile phones and gadgets.

Samsung is one of the biggest conglomerates in the world with businesses established in shipbuilding, contracting, and electronics. Global revenues in 2005 alone reach over 56.7 billion (Secrets of Samsung 's innovation success, 2006) and brand tracking firm Interband ranked Samsung as the 20th most valuable brand in the world (As Sony gets a tune-up, Samsung Zooms Ahead, 2005). Samsung was not really recognized as an international powerhouse until the 1990s where before it was largely considered only a household name in Korea. So what lead to the success of Samsung in the 1990s? While there is no one deciding factor or event that lead to Samsung 's success,

plan. It is a plan which leads Samsung to be the top brand in the

With such a vast array of products, Samsung truly is a manufacturing wonder of the world! It is the third largest manufacturing conglomerate in the world by revenue and has been operating for about 77 years. These successes are reflective of the continuous and relentless efforts employed by Samsung to improve the way it conducts its business. For many years, Supply chain management and six sigma have been the two pillars of business innovation at Samsung. SEC has perfected its fundamental approach to product,

In my conclusion, I would like to emphasize that SAMSUNG has a quite distinctive way to carry on its business. From the part of visible aspects, it has a different way to build up its image by emphasizing the blue color, while other competitors such as SONY and APPLE focus on the shape of logos to do the same thing. From another aspect of organizational culture, the invisible aspects, we can find its effort to be adjusting well to a society where the organization affects. It tries to contribute its profit to the society by offering an educational service, a welfare service and even some public performances and so on. Although, it has been obvious that such a large co-operation company like SAMSUNG has a responsibility to contribute its profit to make the society better, SAMSUNG`s profit contribution policy is very well-organized so, it can be a very own aspect that SAMSUNG has. Lastly, its managerial structure has an incredibly unique way to communicate to each other and get a new idea from people. It has a very strict hierarchical structure that is carried out by people in the organization all the time, but

Samsung is one of the world’s premium electronics manufactures. The estimated value of Samsung brand had risen from US$6.37 billion in 2001 to US$10.85 billion in 2003. A major factor behind this impressive growth had been Samsung’s effort to redefine itself as a vendor of cutting-edge, “gee-whiz” consumer technology. Samsung believed that repositioning the brand is a vital to the company’s future success.