Strategic Report of Samsung Mobile Uk Essay

2576 Words Feb 18th, 2011 11 Pages
1. Abstract
Samsung is best known as one of the world’s biggest sellers of smart TVs, it is also the world’s second biggest handset seller after Nokia. To explore Samsung’s success this report develops a theoretical framework for analyzing their strategies in UK market, it first explores the external conditions for Samsung Company and their competitors. A major part of the report is devoted to analyzing Samsung’s resent strategies and perceiving the strategic issue they have. The strategy suggestion is applied in the last past of the report to solve the strategic issue.

2. Samsung’s Mission and Vision
Samsung mobile’s vision is guided by a extraordinary vision that to lead the digital convergence movement. Samsung believe that
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There is another group known as smart phones which has been having the largest increase in sales in recent years compared to other strategic groups, the major firms in this group are I-phone, blackberries, Nokia E series, and Samsung is attempting to take a share in this fast growing market by introducing its first range of smart phones very recently. * Group A (normal): Nokia, Samsung, LG, Sony Ericson, Motorola. * Group B (low price): Nckia, Samsung.... * Group C (fashion): Prada, Nokia gold, Vertu, Goldvish... * Group D (smart phone): Apple, Nokia E, Research in Motion, HTC...
There are no actual figures for group B and C to illustrate their market share or turn-over partly because group B are copy cat and group C are small part of fashion retailers. From this analysis, it could be said that most direct competitors of Samsung are firms in group A and D if Samsung decides to enter that strategic group. * Chart for sale and market share of group A and D
Sale for Smartphone company | Sale 2nd quarter 2009 | 2nd quarter market share 09 | Sale 2nd quarter 2008 | 2nd quarter market share 08 | Nokia | 18,678.9 | 45.5 | 15,297.9 | 47.4% | Research in motion | 7678.9 | 18.7% | 5594.2 | 17.3% | Apple | 5434.7 | 13.3% | 892.5 | 2.8% | HTC | 2471.0 | 6.0% | 1330.8 | 4.1% | Fujitsu | 1249.0 | 3.0% | 1071.5 | 3.3% | others | 5688.2 | 13.9% | 8085.8 | 25.1% |

Sale and market share of mobile-phone Company | Sale 2nd quarter 2009 | 2nd quarter

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