MC LC

Li m u.....2 Li cm n.....4 Ni dung5 1. C s l lun..5 2. Samsung Qu trnh hnh thnh, pht trin v cc thnh tu..11 2.1. Lch s hnh thnh v pht trin....11 2.1.1. Lch s hnh thnh...11 2.1.2. Qu trnh pht trin.12 2.2. Cc thnh tu ca Samsung..14 3. Th trng mc tiu v chin lc pht trin ca Samsung.22 3.1. Th trng mc tiu...22 3.1.1. Sn phm di ng22 3.1.2. Sn phm nh s..25 3.1.3. Sn phm nghe nhn32 3.2. Chin lc pht trin trong tng lai........36 Ph lc.40 Ti liu tham kho...43

LI M U
Trong nn kinh t ton cu pht trin nhanh ngy nay, s thay i lin tc v nhng bc t ph ng vai tr quan trng i vi s tn ti ca mt cng ty. Trong 70 nm qua, c th thc y cng ty thnh cng lu di, Samsung t ra nhng hng nhn ca tng lai, d on nhng nhu cu v i hi ca th trng mnh phc v. Th trng Vit Nam c c th ring so vi th trng khc. Mt c th ni bt nht l mc d thu nhp ca ngi Vit Nam thp hn v ang ngy cng tng ln (nhng so vi mc chung trong khu vc l vn thp), nhng ngc li, xu hng tiu dng ca ngi Vit Nam li mun c mt mn tt nht, chc nng kiu dng tt nht, thng hiu vng mnh nht, chp nhn tin no ca ny ch khng phi l t tin mua r v nhiu tin mua t. V xu hng chung ton cu, trong 5 nm gn y, Samsung vn ln l mt trong nhng thng hiu hng u v khi l thng hiu hng u th cng ngh v sn phm i theo phi tng xng. Thng qua chin dch thng hiu ton cu Imagine, Samsung t mc tiu tr thnh thng hiu tiu biu cho cuc cch mng v kiu dng v cng ngh trong K nguyn k thut s. y thc s l mt s chuyn hng ca Samsung nhm to dng mt hnh nh thng hiu cao cp. Khng ch dng li mc tiu tr thnh thng hiu c ngi tiu dng a thch, samsum cn tp trung vo vic thu ht s quan tm ca khch hng c mc thu nhp cao, tha mn nhng m c v am m tng chng nh khng th tr thnh hin thc ca h v cng ngh v kiu dng. Mc tiu v th phn khng phi l mc tiu cui cng ca Samsung v th phn n sau. Khi kt qu kinh doanh cng nh sn phm tt th ng nhin th phn s tng ln.. Khc vi nhng i th nh Sony v Apple, t nhng nm 70, Samsung quyt nh khng pht trin cc phn mm bn quyn v cc chng trnh nh m nhc, phim nh hay video game,m chin lc ca Samsung l tp trung vo phn cng v cc thit b, v cng tc vi cc nh cung cp chng trnh ph hp. Vo cui nhng nm 90, Samsung nhn ra s chuyn i t cng ngh in ton (analog) sang cng ngh k thut s (digital) mang n c hi mi nhm ui kp cc i th. Su nm sau, Samsung to ra mt dng chy khng ngng cc sn phm k thut s mi t i ng 17.000 nh khoa hc, k s, thit k lm vic ti cc trung tm nghin cu v pht trin (R&D) Samsung. 2

S u t bng cch thu ht v gi cc nh khoa hc ti nng m ng cho Samsung tp trung vo cc lnh vc ch lc, mang n mt lot cc sn phm lm kinh ngc cc doanh nghip hng u th gii.Chnh v nhng thnh cng ng khm phc ny ca Samsung nn chng em quyt nh chn ti Th trng mc tiu ca Samsung c th nghin cu mt cch su hn cch m Samsung la chn th trng cng nh qu trnh pht trin ca h, v cc chin lc y trin vng trong tng lai.

LI CM N
thc hin c ti ny, chng em nhn c s gip rt nhiu t pha Nh trng, cho nn chng em xin gi li cm n chn thnh n : _Trng i hc Cng nghip TPHCM to cho chng em mt mi trng hc tp v nghin cu y v thit b, cng nh cc c s vt cht chng em c th yn tm nghin cu. _Th vin Trng i hc Cng nghip cho chng em mt ni hp nhm yn tnh, vi mt kho sch y chng em c th m rng vic nghin cu ca mnh. _Khoa Qun Tr Kinh Doanh trang b cho chng em nhng kin thc rt cn bn v b ch v mn hc Qun Tr Marketing. _GVHD Tin s L Cao Thanh ht lng ging dy v hng dn tn tnh, gipchng em lm tt bi tiu lun ny.

NI DUNG
1. C S L LUN 1.1. o lng v d bo nhu cu

Mt doanh nghip mun pht trin nhng chin lc marketing ginh thng li trn mt th trng hp dn, h phi c lng c quy m hin ti v tim nng tng lai ca th trng . Doanh nghip c th mt nhiu li nhun v nh gi th trng qu cao hoc qu thp. Vic o lng nhu cu ca th trng i hi phi c s hiu bit r rng v th trng lin quan. Vi mt ngi lm marketing, th trng l tp hp nhng ngi hin ang mua v nhng ngi s mua mt loi sn phm nht nh. Th trng tim nng (the potentinal market) l tp hp nhng ngi tiu dng tha nhn c mc quan tm n mt mt hng nht nh ca th trng. Th trng hin c (the available market) l tp hp nhng khch hng c quan tm, c thu nhp v c kh nng tip cn mt sn phm nht nh ca th trng. Th trng hin c v iu kin (the qualified available market ) l tp hp nhng khch hng c quan tm, c thu nhp, c kh nng tip cn v iu kin i vi mt sn phm nht nh ca th trng. Th trng phc v (served market), hay cn gi l th trng mc tiu (the target market), l mt phn ca th trng hin c v iu kin m mt doanh nghip quyt nh theo ui. Th trng thm nhp (the penetrated market) l tp hp nhng khch hng mua sn phm . Nhng nh ngha trn v th trng l cng c quan trng cn thit cho vic lp cc k hoch marketing. Nhiu doanh nghip phi i mt vi vn la chn nhng khu vc tt nht v vic phn chia c hiu qu nht ngn sch marketing vo nhng khu vc . Do vy, h cn c lng c tim nng th trng ca nhiu khu vc a l. Ngoi vic c lng nhu cu khu vc v tng nhu cu th trng, cc doanh nghip cn mun bit doanh s ca c ngnh hin nay trn th trng, c ngha l phi xc nh cc i th cnh tranh v c tnh doanh s ca h. Sau khi xem xt qua cc phng php nh gi nhu cu th trng hin ti, cn kho st nhng phng php d on nhu cu tng lai. 1.2. Phn on th trng 5

Nhiu t chc bn hng cho cc th trng tiu dng v th trng t liu sn xut nhn thy rng h khng th phc v c ht mi khch hng trong nhng th trng , hay t nht phc v mi khch hng bng cng mt cch tng t nh nhau. Hot ng marketing ny thng c 3 giai on : marketing i tr, marketing a dng ho sn phm, marketing mc tiu. Marketing mc tiu ( target marketing) thng c tin hnh qua ba bc: u tin l phn on th trng (market segmentation), tc l chia th trng thnh nhng nhm ngi mua khc bit nhau, nhng nhm ny c th cn n nhng phi thc marketing hay sn phm khc nhau. Bc th hai l la chn th trng mc tiu (market targeting), bao gm nh gi mc hp dn ca mi phn on th trng v chn ly mt hay nhiu phn on th trng xm nhp. Bc th ba l nh v th trng (market positioning), tc l xc nh v tr cnh tranh cho sn phm ca mnh bng nhng li ch c bit ca sn phm trn tng phn on th trng, trn c s m thit k phi thc marketing cho tht ph hp. 1.2.1. nh ngha phn on th trng Phn on th trng l phn chia th trng thnh nhng phn khc bit (nhng trong mi phn li tng i ng nht) bng nhng tiu thc thch hp, qua doanh nghip c th trin khai cc hot ng marketing ph hp cho mt hay mt s phn on th trng, nh vy m doanh nghip s tha mn tt hn nhu cu khch hng, thnh t cc mc tiu marketing ca mnh. 1.2.2. Cc tiu thc v phng php phn on th trng _ Phn on theo a l: Phng php ny i hi chia th trng thnh nhng n v a l khc nhau nh quc gia, khu vc, thnh ph, hay cc vng ln cn. Doanh nghip s quyt nh hot ng trong mt hay vi n v a l , hoc hot ng trong mi n v nhng c quan tm n nhng khc bit trong s thch v nhu cu a phng. _ Phn on theo c im dn s hc: Phng php ny chia th trng thnh nhng nhm da trn cc tiu thc v dn s hc nh tui, gii tnh, nhn khu gia nh, chu k sng gia nh, li tc, ngnh ngh, hc vn, tn gio, chng tc v quc tch. Tu thuc c im sn phm m doanh nghip nn cn nhc chn la tiu thc phn on thch hp v c th s dng mt hay nhiu tiu thc phn chia khch hng.

_ Phn on theo tm l: Trong cch ny, khch mua c chia thnh nhng nhm khc nhau da trn tng lp x hi, li sng hoc c tnh. Nhng ngi trong cng mt nhm chia theo dn s li c nhng im tm l rt khc nhau. _ Phn on theo cch ng x (Behavior Segmentation): Trong phng php ny, khch mua c chia thnh nhng nhm da trn kin thc, thi , tnh trng s dng (khng s dng, tng s dng, s dng ln u, s dng thng xuyn), mc s dng, hoc phn ng trc sn phm. Nhiu ngi lm marketing tin rng cc yu t d thay i v hnh vi ng x (behavior variables) l khi im tt nht hnh thnh cc phn on th trng. 1.2.3. Phn on cc th trng t liu sn xut Cc th trng t liu sn xut c th c phn chia bng nhiu yu t tng t nh khi phn chia th trng tiu dng. Khch mua t liu sn xut c th phn theo a l v mt s bin s v ng x, nh thi , s tm kim cc li ch, loi khch, mc s dng, mc trung thnh, mc sn sng ca ngi mua. Mt cch thng thng phn on cc th trng t liu sn xut l da vo ngi tiu dng cui cng. Nhng ngi tiu dng cui cng khc nhau s tm kim nhng li ch khc nhau, v c th tip cn c vi h bng nhng phi thc marketing khc nhau. Quy m khch hng (customer size) cng l mt tiu thc phn on khc ca th trng t liu sn xut. Nhiu doanh nghip hnh thnh nhng h thng ring c nhng cch c x ph hp vi nhng khch hng nht nh ca h. 1.3. Nhng yu cu i vi vic phn on th trng hiu qu Mc d c nhiu cch khc nhau phn on mt th trng. Tuy nhin, khng phi mi cch phn on th trng u hiu qu. c th hu dng, cc phn on th trng phi c nhng c im sau : _ Tnh o lng c. Quy m v kh nng tiu th ca cc phn on c th o lng c. V khng phi tiu thc phn on no cng o lng c. V d, quy m th trng gm cc thiu nin di 20 tui tp ht thuc ch yu phn ng chng i li cha m. _ Tnh tip cn c, tc l cc phn on phi c th tip cn v phc v c hiu qu. Gi s mt cng ty sn xut hng thi trang may sn thy rng nhng khch dng nhn hiu ca h l cc phng vin do c im cng vic thng i phi li nhiu ni, tip xc vi cc loi phng tin

truyn thng no thun tin m h gp phi trn ng v khng mua sm thng xuyn nhng ni nht nh no, th h l nhng ngi rt kh tip cn. _ Tnh quan trng, ngha l cc phn on ln v sinh li c. Mt phn on phi l mt nhm khch tng i ng nht v ln, ng b cng vch ra mt chng trnh marketing ph hp. _ Tnh kh thi.: cc chng trnh thu ht v phc v cho khu vc th trng phi c c kh nng thc thi. 1.4. La chn th trng mc tiu

C nm cch xem xt la chn th trng mc tiu c, l tp trung vo mt phn on th trng, chuyn mn ha c chn lc,chuyn mn ha sn phm, chuyn mn ha th trng v phc v ton b th trng (marketing khng phn bit v marketing c phn bit). 1.4.1. Tp trung vo mt phn on th trng y l trng hp doanh nghip chn phc v mt phn on th trng duy nht do kh nng hn ch ca mnh. Thay v theo ui mt phn nh trong mt th trng ln, doanh nghip tm cch t c mt phn ln trong mt th trng nh hn. Thng qua marketing tp trung, doanh nghip c th ginh c mt v tr vng chc trong phn on th trng chn nh s am hiu hn v nhu cu ca phn on th trng ny , v tit kim c chi ph hot ng do chuyn mn ha sn xut, phn phi v khuyn mi. Doanh nghip cn phn tch cc yu t: ngun lc ca doanh nghip, tnh ng nht ca sn phm v th trng, cc chin lc marketing, cnh tranh... la chn mt cch p ng th trng thch hp v hiu qu. 1.4.2. Chuyn mn ha c chn lc Doanh nghip la chn mt s phn on th trng, mi phn on th trng u c sc hp dn v ph hp vi ngun lc ca doanh nghip. Cc phn on th trng ny c th t nhiu lin h vi nhau hoc khng c mi lin h g vi nhau, nhng chng u ha hn kh nng sinh li. Chin lc phc v nhiu phn on th trng c u im l lm gim bt ri ro cho doanh nghip. Nu mt phn on th trng no khng cn hhp dn na, th doanh nghip vn c th tm kim li nhun nhng phn on th trng khc. 1.4.3. Chuyn mn ha th trng 8

Trong trng hp ny, doanh nghip tp trung vo vic phc v nhiu nhu cuca mt nhm khch hng nht nh. Nh chuyn mn ha vo vic phc v mt nhm khch hng, doanh nghip c th t c danh ting v tr thnh knh phn phi cho tt c cc sn phm mi m nhm khch hng ny c th yu cu. Chuyn mn ha th trng cng c th gp phi ri ro, nu v l do no m nhm khch hng gim mc mua sm hoc thu hp danh mc cc sn phm , v d nh kh nng ti chnh gim st, kh khn trong tiu th sn phm,... 1.4.4. Chuyn mn ha sn phm y l trng hp doanh nghip sn xut mt loi sn phm nht nh bncho mt s phn on th trng. V d, mt hng sn xut knh hin vi v bn chocc phng th nghim ca cc trung tm nghin cu pht trin ca cc cng ty ln,cc trng i hc, cc vin nghin cu ca Nh nc,...Hng ny sn xut nhngknh hin vi khc nhau cho cc khch hng khc nhau nhng khng sn xut nhng thit b khc m cc phng th nghim c th s dng. Thng qua chin lc ny, doanh nghip c th to dng uy tn trong lnh vc sn phm chuyn dng. Vn c th c ri ro, nu sn phm m doanh nghip sn xut c nguy c c thay th bng sn phm mi hn v cng ngh. 1.4.5. Phc v ton b th trng Trng hp ny, doanh nghip ch trng phc v tt c cc nhm khch hng tt c nhng sn phm m h cn n. Ch c nhng cng ty ln mi c kh nng thc hin chin lc phc v ton b th trng. V d, Coca - Cola v Pepsi - Cola trong lnh vc nc gii kht, General Motors trong th trng t,... Nhng cng ty ln c th phc v th trng theo hai cch: marketing khng phn bit v marketing phn bit. 2. SAMSUNG QU TRNH HNH THNH PHT TRIN V CC THNH TU 2.1. Lch s hnh thnh v pht trin

2.1.1. Lch s hnh thnh Tp on Samsung (ting Hn: ; Hanja: ; m Hn Vit: Tam Tinh; phin m ting Vit: Sam-song, ngha l 3 ngi sao), c bt u t cng ty xut khu nm 1938, nhng mau 9

chng c nhiu dng. Samsung c Lee Byung Chul thnh lp nm 1953, l mt tp on a quc gia Tng cng ty t tr s chnh ti Th trn Samsung , Seoul , Hn Quc . Tp on Samsung, trc y l khi kt ("Jaebeol"), c hn 400.000 cng nhn trn ton th gii v ch to ra xe hi, in, ha cht, my bay, tu thy, ngnh bun bn, kinh doanh khch sn, cng vin gii tr, xy dng nhng nh chc tri, dt vi, lm thc n, v.v. trong cc cng ty ring r sau s ci t li ca s khng hong ti chnh chu . i khi thnh ph Suwon Hn Quc c gi l "Thnh ph Samsung". Tp on Samsung bao gm nhiu ngnh kinh doanh Hn Quc, bao gm c in t Samsung v Bo him Samsung. Ch tch hin nay l Lee Kun Hee. Samsung Electronics, hng in t Samsung, c thnh lp nm 1969, l mt b phn ln nht ca Tp on Samsung, v l mt trong nhng cng ty in t ln nht th gii. c sng lp ti Daegu, Hn Quc, hng in t Samsung hot ng ti chng 58 nc v c khong 208.000 cng nhn. Hng in t Samsung c coi l mt trong 10 nhn hng ha tt nht th gii. Hng ny l mt trong bn hng ti chu , bao gm Nht Bn, vi vn th trng ln n 100 t M kim. 2.1.2. Qu trnh pht trin T khi ra i cn l mt doanh nghip xut khu nh ti Taegu, Hn Quc, Samsung dn pht trin thnh mt trong nhng cng ty in t hng u th gii, chuyn kinh doanh cc thit b v phng tin k thut s, cht bn dn, b nh, v gii php tch hp h thng. Ngy nay cc sn phm v quy trnh tin tin, c cht lng hng u ca Samsung c th gii cng nhn. Chng em ghi li c mt s du n chnh trong lch s ca Samsung, th hin cch cng ty m rng cc dng sn phm v th trng, nng cao li tc v th phn ca n, v theo ui s mnh, gp phn xy dng cuc sng tt p hn cho khch hng trn ton th gii. Qu trnh pht trin ca tp on Samsung tri qua rt nhiu giai on: 1953: Lee Byoung Chul khi s cng ty thng mi Samsung ti Daegu ([YPM]). 1953: Samsung bt u sn xut ng. 1958: Samsung bc vo lnh vc bo him. 10

 1963: Trung tm thng mi Sinsegye c khai trng Kwanjou. 1965: Samsung xut bn t nht bo Joong-Ang Ilbo. Ngy nay t bo ny khng cn thuc cng ty na. 1969: Cng ty in t Samsung thnh lp. 1974: Cng ty ho du v cng nghip nng Samsung thnh lp. 1976: Chnh ph Hn Quc trao gii thng v xut khu cho cng ty, l mt phn ca chng trnh pht trin quc gia. 1977: Cng ty xy dng Samsung thnh lp, v cn c thm cng ty ng tu Samsung. 1982: Samsung ti tr cho mt i bng chy chuyn nghip. 1983: Sn xut con chip in t u tin, RAM ng 64k (DRAM) Cho n nhng nm cui thp nin 1980, Samsung dn mi c gng vo ngnh cng nghip ho du v in t. Trong thp nin 1990, Samsung ni ln nh mt tp on quc t a ngnh. Chi nhnh ca cng ty xy dng Samsung tng c gii thng ln v cng trnh xy dng mt trong hai ta thp i Petronas (ti Malaysia) thng 9 nm 1993, v Burj Dubai nm 2004, nhng cng trnh cao nht th gii. c coi l mt i th cnh tranh mnh ca Nht Bn, Thung lng Sillicon, i Loan v c cc doanh nghip ni a, SEC(Samsung Electronic Company)cng ngy cng m rng sn xut nhm tr thnh nh cung cp b nh Ram ng (DRAM), t lnh, b nh flash, u V ln nht th gii, v s tr thnh mt trong 20 doanh nghip hng u ton cu vo nm 2010. By gi, SEC l mt trong nhng nh sn xut dn u th gii v mn hnh plasma v in thoi di ng th h 2. Samsung ang c gng c bc t ph th trng Nht, qu hng ca Sony v Panasonic. 2.2. Cc thnh tu ca Samsung

Hng in t Samsung c li nhun hng nm ca l 5,8 ngn t won nm 2001; 11,7 ngn t won nm 2002; 7,4 ngn t won nm 2003 v 15,7 ngn t won nm 2004 cho thy mt s 11

tin b vng chc. Cui nm 2005, Samsung c mng li gi tr 77,6 t USD, thu nhp nm 2007 l 13.9 triu la (ph lc 1). Thnh cng m Samsung t c khng phi l nh, chng c th c tm tt nh sau :

2000 n hin nay : Tin phong trong "Thi i k thut s " 1997-1999 : Tn cng mt trn k thut s 1994-1996 : Tr thnh mt lc lng ton cu 1990-1993 : Cnh tranh trong mt th gii k thut bin ng 1980-1989 : Bc vo th trng ton cu 1970-1979 : a dng ha ngnh kinh doanh v hng in t 1938-1969 : Thi k u ca Samsung Thi i k thut s mang li s thay i - v c c hi mang tnh cch mng cho kinh

doanh ton cu, v Samsung p li bng nhng cng ngh tin tin, cc sn phm cnh tranh, v s i mi khng ngng. Samsung nm trong nhng v tr dn u th gii trong ngnh cng ngh k thut s. S n lc tr thnh cng ty hng u mang li cho Samsung th phn ton cu S 1 i vi 13 sn phm, c bit gm c bn dn, TFT-LCD, mn hnh v in thoi di ng CDMA. Hng n tng lai, h ang to ra nhng tin b lch s trong nghin cu v pht trin dng bn dn chung, k c b nh flash v thit b khng phi b nh, cht bn dn ty chnh, DRAM v SRAM, cng nh sn xut ra mn hnh LCD tt nht trong ngnh, in thoi di ng, cc thit b k thut s, v nhiu sn phm khc na. S pht trin vt tri ca Samsung c th c ghi nhn nh sau: Nm 2000 : _ Cng khai TFT-LCD c phn gii ph k lc _ Tung ra in thoi PDA

12

_ "in thoi th vn hi Samsung" c chn lm in thoi di ng chnh thc ca "Th vn hi Sydney 2000" _ in thoi TV v in thoi xem hnh to k lc Guinness th gii _ Tung ra chip nh ha nhanh nht th gii _ Samsung Electronics v Yahoo! lp lin minh chin lc _ Pht trin u nghe DVD All-in-one c bit _ Pht trin DRAM 512Mb u tin trn th gii _ Pht trin TV k thut s phn gii cao Nm 2001: _ ng s 1 trong "100 Cng Ty CNTT hng u th gii" theo tp ch BusinessWeek

_ Tung ra chic in Thoi 16 Chord Progression Melody _ 2001: Bt u sn xut hng lot thit b nh Flash 512M _ Tung ra thit b cm tay siu mng u tin trong ngnh _ Pht trin TFT-LCD 40 inch u tin trn th gii Nm 2002:
_ _ _ _

Pht trin 54"TFT-LCD, mn hnh TV k thut s ln nht trn th gii Tung ra TV PDP, TV mng nht trn th gii Tung ra in thoi di ng mu trong khi nim mi UFB-LCD c gii thiu Tung ra in thoi di ng mu TFT-LCD mi, phn gii cao

Nm 2003:
_ _

Gi tr nhn hiu Samsung ng hng th 25 trn th gii theo Interbrand ng hng th 5 trong danh sch "Cng ty in t c ngng m nht" cng b bi Tp Ch Fortune Tung ra HD DVD combo u tin 13

 Nm 2004:
_ _ _ _ _ _ _ _

Sn xut ra my git hi nc khng gy np nhn u tin Bn trn 20 triu in thoi di ng ti M Pht trin chip nh 60-nano 8GB NAND Flash u tin trn th gii ng u v doanh thu in thoi di ng Nga. Tung ra TV PDP mi c t l tng phn cao nht trn th gii Pht trin "u ghi a quang Blu-Ray th h th ba". Pht trin chip in thoi di ng cho h thng DMB v tinh. Tung ra TV LCD 46" ln u tin trn th gii.

Nm 2005:
_ _

Pht trin "Bng LCD linh hot" ln nht ng th 27 trong danh sch "Cng ty c ngng m nht trn th gii" ca tp ch Fortune Tr thnh nh ti tr chnh thc cho Chelsea, cu lc b bng ni ting ca Anh Tung ra in thoi c camera 7 mega pixel u tin trn th gii Pht trin OLED u tin trn th gii cho TV 40" Tr thnh nh ti tr chnh thc cho Chelsea, cu lc b bng ni ting ca Anh Pht trin in thoi nhn dng ging ni u tin.

_ _ _ _ _

Nm 2006:
_ _ _ _ _ _

Pht trin LCD hai mt u tin trn th gii Pht trin DRAM 1G 50nm u tin trn th gii Gii thiu in thoi chp nh 10M pixel Tung ra my Stealth Vacuum, my ht bi c n thp nht th gii Tung ra u a Blu-ray u tin trn th gii Pht trin mn hnh LCD siu phn chiu 1.72" 14

 Nm 2007:
_ _ _ _

V tr s 1 th phn ton cu cho TV, v tr t c trong 7 qu lin tip Pht trin b nh 30nm-class 64Gb NAND Flash u tin trn th gii BlackJack trao gii "in thoi thng minh nht" ti CTIA M. t c v tr S 1 th phn ton cu cho LCD trong nm th su lin tip.

Nm 2008:
_ _ _ _ _ _ _ _

ng Yoon-Woo Lee tr thnh Ph ch tch & Gim c iu hnh Samsung Electronics Ra mt in thoi OMNIA Khnh thnh nh my sn xut TV Russia Kaluga Tr thnh nh ti tr chnh thc ca Guangzhou Asian Game 2010 Pht trin NANO 50 2GB u tin Samsung ng u th trng in thoi di ng US Khai trng trung tm PR ton cu Samsung Dlight Tip tc dn u th gii v th phn TV trong 9 qu lin tip.

Nm 2009:
_

Trng by chic TV mng nht th gii (6.5mm) ti Trin lm in t tiu dng CES, Las Vegas Ph trin DRAM 40 nanometer u tin trn th gii Gii thiu chic in thoi di ng nng lng mt tri Blue Earth Ra mt TV LCD vi thit k V-line Crystal Rose Samsung c Brand Keys, M bnh chn l thng hiu s 1 trong 8 nm lin tc cho hng mc lng trung thnh ca khch hng. Samsung Digital Imaging pht trin chic my chp nh k thut s t ng ng knh ri (Hybrid)

_ _ _ _

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Chic in thoi di ng ln nht th gii ca Samsung c ghi tn vo sch K lc Guinness SADI Trng o to thit k Samsung, nhn phn ln gii thng tng thit k iF cho cc tc phm ca cc sinh vin mi vo trng Trang web samsungmobile.com cho khch hng trong nc Nhn gii thng xut sc t t chc ENERGY STAR ca M Gii thiu u a Blu-ray mng nht th gii Ra mt chic my quay phim Full HD vi SSD 64GB u tin trn th gii Samsung dnh c th phn k lc cho mt hng mn hnh my tnh tinh th lng Gii thiu chic in thoi nng lng mt tri u tin trn th gii ti n Gii thiu mn hnh my tnh 3D 120Hz Samsung ln u tin ginh v tr s mt ti th trng cc sn phm k thut s M ra k nguyn di ng o vi th h th ba ca in thoi cm ng ton phn rung phn hi Haptic mn hnh AMOLED. GIi thiu in thoi video ln u tin trn th gii . Samsung l nh sn xut u tin trn th gii t chng ch TCO 3.0 cho cc sn phm my tnh xch tay Samsung bt u sn xut hng lot cc sn phm DRAM DDR3 40 nanometer u tin trn th gii Gii thiu chic in thoi di ng kim ng h eo tay mng nht th gii Pht trin chic CPU di ng 1GHz tiu th t nng lng nht trn th gii Ra mt trang web Samsung Application Store Seller Cng b chic in thoi thng minh chin lc Omnia II Samsung ginh chc ch tch hip hi tiu chun 3GPP quc t Chnh thc ra mt Samsung Application Store Gii thiu in thoi di ng cm ng ton phn Corby ginh cho gii tr Lp t mn hnh video ln nht th gii ti M Gii thiu chic my git t ng, dung lng 16kg ti th trng ni a Sn phm Samsung Mondi WiMax nhn chng ch sn phm tt nht ti gii thng 4G 16

_ _ _ _ _ _ _ _ _

_ _

_ _ _ _ _ _ _ _ _ _

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Samsung nm trong top 10 cc thng hiu ton cu Gii thiu h thng Nghin cu & Pht trin mi Ra mt in thoi di ng thng minh Giorgio Armani Pht trin mn hnh LCD 3D 340Hz Ginh v tr dn u th trng nm 2009 cho TV LCD t c tha thun cung cp LTE terminal u tin trn th gii Pht trin mn hnh TV LED mng nht th gii (3mm) Samsung th chc nng global roaming ca WiMax TV LED Samsung ginh danh hiu TV ca nm ti Anh Pht trin chip 0.6mm 8 ln u tin trn th gii Bn c 10 triu chic in thoi STAR trong 6 thng k t khi ra mt Gii thiu m ngun m BADA cho in thoi di ng Samsung l nh sn xut u tin bn c hn 40 triu mn hnh LCD cho TV mt thng Bn c 50 triu chic in thoi cm ng ton phn trong 2 nm Cc gii php in n ca Samsung ot gii thng ti M Ra mt nn tng BADA cho cc sn phm in thoi thng minh Samsung Samsung thng mi ha thnh cng th h LTE terminal th 4 ca mnh Samsung l nh sn xut TV k thut s s mt ti M trong 4 nm lin tip .

3.

TH TRNG MC TIU V CHIN LC PHT TRIN CA SAMSUNG 3.1. Th trng mc tiu

Trc nhng nm 2000, Samsung vn l mt thng hiu c ngi tiu dng nh n nh mt thng hiu bnh dn. Nhng vi mt chic lc ti nh v thng hiu, th ngy hm nay Samsung tr thnh mt thng hiu cao cp vi nhng sn phm cng ngh cao. L mt tp on hng mnh Samsung tung ra rt nhiu sn phm, bao ph ton b th trng vi 5 dng sn phm chnh: nh s, nghe nhn, di ng, gia dng v cc thit b vn phng. 3.1.1. Sn phm di ng: 17

Hin nay, nu xt v chung v sn lng di ng th Samsung ang l nh sn xut di ng ln th hai th gii, ch sau Nokia. Chnh v iu kin thun li , cng vi vic hng ny s tp trung nhiu hn vo phn khc smartphone trong tng lai, theo nhiu chuyn gia nh gi th mc tiu ni trn ca Samsung hon ton c th thc thi.

Gn y, Samsung tp trung pht trin mnh nhiu dng di ng thng minh, c bit l cc dng my s dng Android. Tiu biu c th ni n ngay chnh l chic Galaxy S, chic di ng c mn hnh cm ng 4,3", p dng cng ngh Super AMOLED v s c hn 100 nh mng, nh phn phi trn ton th gii phn phi.

18

Sau nhiu nm nghin cu v pht trin, Samsung ang chun b tung ra mt nn tng ring ca mnh: Samsung Bada. Samsung Bada l mt nn tng m da trn Linuxdo dnh cho in thoi thng minh. Bada c pht trin nhm em li nhiu li ch cho ngi dng vi chi ph thp hn. Mt trong nhng th mnh ca Bada l giao din cm ng TouchWiz, tng tc n gin, d dng nhng hiu qu. Bn cnh , Bada h tr mnh cho cc tnh nng lin kt mng x hi, qun l ni dung.Tuy nhin, im ni bt ca trng m, cho php d dng chy cc kt ni vi cc thit b khc. Chnh iu Bada chnh l mi ng dng th ba v ny lm cho

19

Samsung hy vng s thu ht s tham gia ca cc nh pht trin ng dng, cung cp ni dung v t to ra c u th m rng th trng. Mc tiu m Samsung nhm ti, theo nh cc nh lnh o Samsung khng nh l smartphone cho mi ngi. Cng vi vic a ra Bada, trong thng 7 ny, Samsung cng s cng b Wave, mt mu in thoi thng minh iu ng ni l Vit Nam l quc gia c n nhn Wave. in thoi thng Wave, thit b u tin chy trn nn tng ngi dng Vit Nam trong nm2010. Nm trong chin lc pht trin ni chung, Samsung cho bit hin ti c hn mng v hn 80 nh pht trin ng dng trn th Ring i vi th trng Vit Nam, Samsung ring c bit nhm to ra mt lot cc ng dng, th trn nn tng Bada dnh cho ngi dng Vit lm vic v i n tha thun hp tc vi 9 cng ni dung ca Vit Nam. Mc tiu ca s tha mi quan h i tc chin lc, h tr v cam kt trin, y mnh th trng cho cc sn phm ca nn tng Bada.Cc i tc chin lc s nhn Vietmap, Ph ng, a im, Naiscorp, ViMobile, Team v Zed. 3.1.2. Sn phm nh s: Bada trn th gii 100 nh cung cp gii h tr cho Bada. c mt k hoch dch v ni dung c Nam. Samsung ty pht trin phn v thun ny l thit lp lu di nhm pht Samsung chy trn c s h tr t u tin chy Bada. u tin trn th gii minh Samsung m Bada, s ra mt

Samsung trong vic pht trin cc ng dng di ng trn nn tng Bada bao gm: Lc Vit, VNG,

Di y l mt s dng sn phm chnh 2 phn khc th trng bnh dn v cao cp m Samsung hng n : My quay phim bnh dn: 20

_ PL70 v PL55: Tip ni hai model PL65 v PL50, Samsung cho ra mt phin bn my bnh dn nng cp k tip l PL70 v PL55. D bn thn tn ca i my ch khc vi con s, nhng nhng thay i v cu hnh cng tng i, nh PL55 c nng ln 12 triu im nh so vi 10 triu ca PL50, cn PL70 th c ng knh gc rng ti 28 mm. C hai phin bn ny u h tr chng rung quang hc v tnh nng Smart Auto cho php my nh t ng phn tch cnh chp v la chn cc thit lp ci t ti u nht. Tnh nng nhn din khun mt cng c ci tin vi kh nng nhn ti 10 khun mt (PL70). _ Samsung PL150 : Nng cp hn so vi model ST550 trc y vi mn hnh pha trc c th s dng c c trong ch quay video. Sau s ra mt ca ST550, Samsung tip tc m rng dng camera hai mn hnh vi model PL150 v PL100. C hai mu my ny u c s ci tin so vi trc l mn hnh ph pha trc s dng c c trong ch video. Ch chp tr em Children Mode cng c ci thin bng cch pht nhc thu ht s ch ca tr. Model c gii thiu di y, PL150 s hu cm bin nh 12,4 Megapixel vi ng knh zoom quang 5x, gc rng 27mm. My bao gm mn hnh chnh kch thc 3 inch v mn hnh ph pha trc 1,5 inch. PL 150 c kch thc 99,2 x 59 x 19,9 mm cng kh nng quay video HD 720p vi tc 30 khung hnh/giy.

21

 My quay phim cao cp: _ ST5000: l mt trong hai chic camera cao cp nht c Samsung gii thiu ti trin lm CES. So vi ngi anh em ca mnh, ST5000 khng c kt ni Wi-Fi, Bluetooth, mn hnh Amoled v kch thc ch 3,5 inch so vi 3,7 inch ca ST5500. ST5000 c thn hnh mng manh vi kch thc 103,8 x 58,3 x 19,6 mm cng cm bin nh CCD 14,2 Megapixel ng knh Schneider Kreuznach F/3,3 zoom quang 7x, di tiu c 31-217mm. My c th quay video HD 720 vi tc l 30 khung hnh/giy v h tr khe cm th nh nh dng microSD. My c bn ra vi gi khong 430 USD. 22

_ Series S HMX-S10, HMX-S15 v HMX-S16: Ni bt vi kt ni Wi-Fi tch hp v tng thch mng gia nh DLNA. Ngi dng c th chia s d dng cc on video Full-HD hoc xem li trn my tnh hay mn hnh HDTV m khng cn phi ni cp vng vu. Vi nhng thit b khc cha sn sng vi kt ni khng dy, cng HDMI i km s gip chuyn ti hnh nh hay video khng km phn tin dng v nhanh chng. Mt nt i mi na ca cc my quay ra mt ln ny l c trang b th h cm bin CMOS BSI (Back Side Illumination) y b mt cm quang ln st mt thu sng (tng t nh thit k cm bin Exmor R mi ca Sony). Vi thit k mi ny, cc cm bin Samsung c th thu c nhiu nh sng hn, t ci thin c kh nng quay phim trong cc iu kin nh sng yu. Thm vo l b x l Victoria Engine ci tin vi cng ngh 45 nm va tng tc x l, va gim c lng tiu th in nng, ko di thi lng pin ln n hn 2 ting. Cc my quay series S u c cm bin 10 triu im nh, ng knh Schneider Kreuznach vi zoom quang 15x , quay video Full HD HMX-S15 v HMX-S16 ngoi h tr th trang b cng th rn SSD ln lt l khi phin bn HMX-S10 ch h tr th My quay Samsung dng S _ Series F SMX-F40, SMX-F43, v SMX-F44 : li c c trng bi ng knh siu zoom thng minh ln n 65x. c trang b cm bin CCD 680.000 im nh, quay video 720 x 480/60i H.264, h tr th SD/SDHC. Hai phin bn F43 v F44 cn c trang b thm SSD gn trong vi dung lng ln lt l 8GB v 16 GB. Series F vi thit k gn nh cn c trng bi phn mm bin tp v chia s phim intelli-studio 2.0 tch hp. Vi phn mm ny, ngi dng ch vic t bin tp trn my quay v khi kt ni vi my tnh qua cng USB l c th d dng ti video ln cc trang chia s m khng cn n phn mm no khc. Cng USB ngoi vic truyn d liu cn xc li c pin khi khng mun cm mt b xc ri. Vi thit k H.264. Phin bn SD/SDHC cn c 32GB v 64GB, trong SD/SDHC.

23

cm bin ci tin, cc myquay ny c thquay vi thi lng ln n hn 4 ting mi ln xc v lu c khong 6 ting video vi dung lng b nh 16 GB. Series F c ng knh siu zoom thng minh ln n 65x _ Series C v M : SMX-C20, SMX-C24 v HMX-M20. Thi trang hn vi ba phin bn sc mu v gn nh. c trng bi thit k ng knh hch 25 , cc series ny theo Samsung s gip ngi dng quay phim vi t th t nhin nht m khng phi gi ln ngang tm mt nh thng thng. u s dng chun nn video H.264/MPEG-2 nhng series C vi SMX-C20, SMX-C24 mu m hng ti gii tr thch chia s quay phim phn gii chun 720 x 480, ng knh zoom quang 10x, trong khi bn M20 cao cp hn kh ging vi series S do cng c trang b cm bin th h mi CMOS BSI, kh nng quay video full-HD 1080/60p, zoom quang 12x v phn gii 12 triu im nh. C ba myquay thi trang ny u h tr ti video ln YouTube d dng bng phn mm bin tp intelli-studio tnh nng tch hp sn. Mn hnh LCD u c cu hnh kh tiu chun l 2,7 inch v phn gii 230.000 im nh. _ My nh bnh dn: Nhm vo nhng i tng khch hng c thu nhp thp v trung bnh, khng i hi qu cao v cht lng v tnh nng. Samsung PL200: c nhiu chc nng t c gi thnh ph hp vi ti tin ca i a s mu my nh k thut s point-and-shoot thi mega-pixel. c xp vo dng my nh PL200 tch hp hu ht cc tnh nng tin tin ng thng minh v ngi dng. y l trang PL200 14,2 trung cp nhng nh quay video

nt cao, ng knh zoom mnh m, s hu mn hnh LCD ln v cch s dng n gin, thun tin. Samsung PL200 c kch thc 104mm x 60mm x 20mm, l my nh th thao vi thit k mng, bao gm mt mn hnh LCD ln 3 inch phn gii 230.000 pixel, cho php ngi tiu dng d dng chp v xem li hnh nh v video. Chic my ny cng kt hp mt ng knh zoom quang mnh 7x (tng ng vi tiu c 31mm-217mm trn my phim 35mm). 24

Ngoi ra, nh cng ngh chng Samsung, chic my c thm s n chnh xc ti a trn nh chp. Cng lng cao, Samsung PL200 cng c th 30 khung hnh/giy chun H.264 ln so vi chun MPEG.

rung

kp

ca

nh khi chp, to vi hnh nh cht quay video HD 720p vi thi lng gp 3

My PL200 ca Samsung c cung cp mt b iu khin t ng ton din, gip ngi chp c c nhng bc nh p cng vi s thun tin mc cao nht. Chc nng t ng la cnh chp Smart Auto gip loi b nhng rc ri ln khi phi chp nhng bc nh kch thc ln hoc videoHD. Vi mt nt bm n gin, ngi tiu dng c th chuyn sang ch Smart Auto. Lc ny, my s t phn tch mi trng chp nh hin ti t ng chn ch cnh thch hp nht cho ra hnh nh hoc khung hnh tt nht c th. PL200 cng cung cp ch Beauty Shot v Smile Shot, cng vi cng ngh nhn din khun mt v n ci. Ngoi ra, ngi tiu dng c th tn dng tnh nng Smart Album qun l hnh nh ca mnh. Chic my nh ny s ln k vi 3 mu thi trang en, trng v vi gi bn l khong 3.4 triu ng (~179,99$). _ BSL630: Samsung SL630 gi ch trn 200USD. Nhm ti i tng bnh dn, phin bn SL630 (PL80) c gi ch trn di 200 USD nhng vn c cm bin 12,2 triu im nh, zoom quang 5x vi ng gc rng (28-140 mm) v D khng quay c HD nhng SL630 phn gii VGA 640 x 480 im nh, tc h thng chng rung kp Dual Image ch t ng thng minh gip ti u ha nh trong hu ht mi iu kin. Phin bn th trng ngay trong thng 3/ 2009. _ My nh cao cp: Tham vng tr thnh mt trong nhng hng sn xut my nh hng u th gii ca Samsung s khi ng ti Trin lm hip hi hnh nh (PMA) sp ti t chc California khi hng tung ra b t my nh compact cao cp v camera chng nc. 25 mn LCD 2,7 inch. cng quay phim 30 khung hnh/giy, Stabilisation v cc cc thng s chp gi r ny s ra mt

_ EX1 : Ni bt nht trong t ra qunti trin lm PMA 2010 ca Samsung l EX1. y l dng my nh du lch (compact) kt hp nhng g c xem l ti u nht ca Panasonic Lumix DMC-LX3, Sony PowerShot S90 v Canon G11. Ging nh i th Panasonic, EX1 vi cm bin 10 megapixel c trang b ng knh Schneider siu rng 24mm. Tuy nhin, khu ti a ca my nh Samsung l F1.8 - vt tri hn hn khu F2.0 ca cc dng my Lumix. EX1 cng c mt vng iu khin xung quanh ng knh. V, mn hnh AMOLED LCD c th xoay nhiu hng ging vi cc i th Canon S90 v G11. _ Samsung WB200: l sn phm tip ni phin bn WB1000 ca Samsung vi mt s tnh nng nng cp th v. WB2000 s hu cm v cho php ngi dng quay video HD, hnh/giy. ng knh ca WB2000 khng tin bi vi zoom quang 5x v gc chp _ Samsung WP10: l dng my nh lnh vn vn thng c trong cc dng my nh ni ng ci . _ Samsung ES73 : my ES73 c l my nh du lch bn b vi v bc v thn my. V, cc phm bm ca my thn trnh bi bn. 3.1.3. Sn phm nghe nhn: _ LG 42LE5300: TV LCD gi tr s dng nht. Hu ht nhng chic HDTV ra mt nm 2010 u l nhng chic TV LCD c b sung cng ngh LED. Nhng rt t sn phm c mc gi r hn 1.000 EURO kch c 42 inch vi y nhng kt ni v hin th hnh nh cht lng. iu ny gip 42LE5300 ca LG vt qua nhiu mu TV ni bt khc tr thnh mu TV LCD c gi tr s dng tt nht c bnh chn. Dng TV kch c 42 inch t phn gii FullHD (1920x1080p); tc qut hnh 100Hz. Mn hnh vin LED thng thng t phn gii 1.000.000:1. 26 Samsung qung co chng xc gip bo c che ch rt cn bin 10 megapixel ghi hnh 10 khung c s khc bit vi rng nht 24mm. chng thm nc,

c th ln di nc su 10m. Tuy nhin, Wp10 khng c chc nng chng sc, chng tuyt

 LE5300 s hu 4 cng HDMI, 1 cng USB vi cc tnh nng xem hnh nh, nghe nhc v xem video. LG trang b nhiu tnh nng h tr nh phn mm tinh chnh hnh nh Picture Wizard, h thng cm bin thng minh, cng ngh kt ni AV khng dy v kh nng tit kim nng lng cng tnh nng cho php ngi dng truy cp vo menu n gin c tch hp sn trn mn hnh tinh chnh hnh nh. LE5300 c gi bn 21.2 triu ng ti th trng Vit Nam. _ Panasonic VT20: TV Plasma 3D, vi cng ngh mn hnh plasma b sung n LED chiu sng, VT20 ci thin ng k mng mn hnh v kh nng hin th hnh nh so vi cc mu i trc. Mn hnh TV 3D ca VT20 cho nhng hnh nh t phn gii FullHD (1920x1080p). Tc qut hnh 600Hz v t l tng phn ng mc 5.000.000:1 gip mn hnh loi b c tnh trng bng m. S dng tm nn Plasma NEO PDP mi nn mn hnh VT20 hin th nhng mng mu en su sc hn. Ngoi nhng kt ni: HDMI 1.4, Internet, tng thch mng DLNA v chng nhn THX, im b sung ng gi na VT20 l kh nng VieraCast IPTV v tnh nng tr chuyn trc tuyn Skype. VT20 c gi bn khong 50 triu ng (~2.500 USD). _ Samsung BD-C8900: u ghi Blu-ray 3D. u a Blu-ray cao cp nht Samsung va ra mt th trng. Khng ch trnh din nhng ni dung HD cht lng cao khi chy a Blu-ray, BDC8900 cn c th gii m c vi nhng tn hiu 3D vi tc gii m tn hiu nhanh. u a ny c trang b thm b thu tn hiu truyn hnh tch hp v c kh nng ghi li ni dung a thch vo b nh trong dung ln 500GB tch hp. BD-C8900 c trang b c CI+. Cc kt ni c tch hp bao gm: Wi-Fi tch hp, tnh nng Internet TV, kh nng pht hnh t USB cng nhiu dch v gii tr trc tuyn khc. BD-8900 c gi bn khong 16 triu ng (~840 USD). _ Samsung: Gii php nghe phm nghe nhn ring l khng th thng nghe nhn 3D tt nht. l l sn xut phi a ra nhng sn phm 27 nhn 3D. Nhng sn to nn mt h do v sao cc nh cng gii php nghe

nhn 3D cho ngi s dng. Cc sn phm v gii php 3D ca Samsung c EISA nh gi l mt trong nhng h thng cung cp nhng gii php 3D tt nht cho ngi s dng. H thng trnh chiu ny bao gm: TV3D , Samsung C8000 v h thng m thanh HT-C6930W. Samsung C8000 l mu HDTV LED siu mng, c thit k nh l mt trung tm gii tr ti gia vi kh nng trnh din HD, Internet TV cng kho ng dng trc tuyn Samsung Apps, cho php gi in video qua Skype. Cn h thng hometheater HT-C6930W l dn m thanh 7.1 bao gm: u Blu-ray 3D, ampli v cc loa v tinh. H thng Homertheater c kh nng gii m v hin th cc tn hiu m thanh v hnh nh 3D. Ngoi ra, s dng cng ngh pht tn hiu khng dy v tnh nng t ng cn chnh m thanh thng qua microphone. HT-C6930W c gi bn khong 16.2 triu ng (~849 USD), cn mu C8000 c gi bn khong 55 triu ng cho c 50 inch th trng Vit Nam. _ Sony BraviaHX900 TV LCD 3D c trang b y cc tnh nng 3D vi i ni dung 2D sang 3D nhng Sony TV LCD 3D c cht lng hnh nh tt hu h thng x l hnh nh Bravia b h thng n chiu dng Direct-LED. da trn kh nng thu nhn tn hiu t qua b thu tn hiu gn ngoi. Cc khung . Mc d khng kh nng chuyn HX900 vn l mu nht. HX900 s Engine 3 v trang HX900 hot ng u Blu-ray 3D hnh s c ng

b ln lt thng qua mt b thu pht tn hiu hng ngoi ri (IR emitter) ti knh 3D mn trp. Mn hnh tch hp cm bin nh sng thng minh c th t ng tt/bt khi c ngi xut hin nn HX900 cng l mu TV 3D c lng in nng tiu th thp nht so vi hu ht cc mu mn hnh 3D khc. Kt ni Wi-Fi tch hp cho php ngi dng truy cp Internet v s dng ng dng Internet Bravia Video mt cch d dng. _ Philips 42PFL6805 TV lng, cn c gi vi ci tn LCD tit kim nng lng nht 28 tit hin kim nay. nng Philips

Econova l dng TV

Ecovona s dng cng ngh chiu sng bng n nn LED. Vi thit k ca Philips chic TV ny tiu th ch 40W kch c mn hnh 42 ich khi t ch ECO. C ngha l Ecovona tit kim nng lng ti hn 60% so vi cc TV LCD truyn thng. Cc tnh nng tit kim nng lng khc cng c thit lp, khi chuyn Ecovona sang ch Power ngha l TV chuyn v mc tiu th nng lng bng 0 ch khng h tiu th nng lng nh cc dng TV khc ang c trn th trng. Mt tnh nng thn thin vi mi trng na Ecovona l iu khin nng lng mt tri ch khng s dng pin nh thng thng. 3.2. Chin lc pht trin trong tng lai

Nu khng i trc th phi i nhanh hn i th, chnh l trit l kinh doanh m Yun Jong-Yong rt tm c trong s nghip ca mnh. V cng chnh nh vy m ng khng nhng gip Samsung thot him m cn a tp on i ht t thnh cng ny n thnh cng khc trong nhng nm gn y. Trc s cnh tranh rt khc lit trn th trng, Yun Jong-Yong quyt tm ra mc tiu h trn th trng c sn phm mi no th Samsung cng phi sn xut ra c th v ng thi phi sn xut tht nhanh, tht nhiu nh c th. Yun Jong-Yong p dng hon ho chin lc ht phn ngn m ng cn gi l thuyt sashimi theo tn mt mn gi c ni ting ca Nht. Theo , khi l mt trong nhng nh sn xut u tin th Samsung s ht ht nhng khch hng lm tin, chu chi, sn sng mua ngay mt sn phm mi hay mt mu m mi. Giai on ht phn ngn ny c thi gian sng rt ngn nhng t sut li nhun thng mai li v cng cao. C th gp 2, gp 3 hay hn th cho giai on sau khi phi cnh tranh vi nhiu i th hn, ng thi i tng khch hng cng khng phi l khch sp nh trc. C th Samsung khng phi l ngi ngh ra sn phm trc tin nhng Yun Jong-Yong mun tp on ca ng phi l ngi nhanh chn tung ra th trng sn phm vi s lng ln. ng cn ch ng xy dng mng li nhn vin chuyn khai thc thng tin v sn phm ca i th, mt dng nh tnh bo cng nghip. Bn thn Yun Jong - Yong c ln trc tip i kho st tm hiu m hnh qun tr, iu hnh ca General Electrics, tp on ln nht th gii ca M, chuyn v in v in t gia dng. Khi bt chc hay hon thin xong mt sn phm mi, Yun Jong-Yong cho sn xut i tr ngay lp tc vi s lng ln v trong thi gian tht nhanh. C 29

th ni y l mt s to bo n liu lnh ca Yun Jong-Yong nhng ng thi cng chnh l b quyt thnh cng quan trng nht ca Samsung. Thc ra, kiu kinh doanh ht phn ngn ny c Yun Jong-Yong thc hin ngay trong giai on u nng bng nht ca thi k khng hong ti chnh. Khi tt c cc tp on, cng ty u kht tin mt, m hng li . Yun Jong- Yong rt quyt on, i tin phong trong vic h gi t ngt cc sn phm ca mnh. Ch v nhanh hn cc i th m Yun Jong-Yong thu v 2 t Euro tin mt gii nguy cho tp on. Lee Kun-hee - Ch tch kim gim c iu hnh Samsung hon ton ng trong chnh sch pht trin cng ty. ng tng ni: Hy thay i tt c, tr v v con bn. ng cn nhn mnh: Mt thin ti c th nui sng hng triu ngi khc. Trong k nguyn sp ti, khi sng to l ng lc quan trng nht cho thnh cng doanh nghip, chng ti s thu ht nhng ngi ti nng nht. Gi tr kinh t ca mt thin ti l hn 1 t USD Th gii doanh nghip ang thay i su sc. Tht kh on ngnh no s pht trin v em li vn hi trong tng lai. Nhng nu s dng nhng ngi tinh hoa nht, bn s gii quyt c bt c vn g ca tng lai. Trit l m tp on Samsung t ra l rt n gin: cng hin ti nng v cng ngh nhm to ra cc sn phm v dch v siu vit, bng cch ng gp cho mt x hi ton cu tt p hn. Mi ngy, h u mang trit l ny p dng vo cuc sng. Cc nh lnh o tch cc tm kim nhng ti nng sng gi nht trn khp th gii, v cung cp cho h nhng ngun lc cn thit thc hin ht kh nng ca mnh. Kt qu l tt c cc sn phm ca Samsung-t cc chip nh gip cho doanh nghip lu tr thng tin quan trng n nhng chic in thoi di ng kt ni mi ngi trn khp cc chu lc- khin cuc sng tr nn phong ph hn, v chnh l iu gip to ra mt x hi ton cu tt p hn. Tm nhn ca Cng ty in t Samsung trong thp k mi c nu r trong tuyn ngn Khi ngun cm hng, sng to tng lai .Tm nhn ny c phn nh trong cam kt ca Cng ty in t Samsung trong vic khi ngun cm hng cho cng ng, da trn ba th mnh chnh ca mnh l Cng ngh mi Sn phm mi v Gii php sng to v trong vic qung b nhng gi tr ny ca Samsung n vi ba nhn t chnh trong mi quan h ct li ca Samsung Ngnh cng nghip i tc v Nhn vin. Thng qua nhng n lc ny, Samsung hy vng s tip 30

tc xy dng mt x hi tt p hn cng nh nhng kinh nghim sng phong ph hn cho tt c mi ngi. Samsung vch ra mt k hoch c th c th t mc doanh thu 400 t USD v tr thnh mt trong nm thng hiu hng u trn th gii n nm 2020. t mc ch ny, Samsung xc nh 3 phng php chin lc trong vic qun l, l Sng to, Quan h i tc v Ti nng. Samsung tin tng vo tng lai, trn nn tng ca nhng thnh cng t c, Samsung khng nh s tip tc khm ph nhng lnh vc mi nh chm sc sc khe, y t, dc phm v cng ngh sinh hc. Samsung quyt tm s tr thnh mt cng ty dn u y sng to ti nhng th trng mi v mt doanh nghip hng u trong tng lai.

31

PH LC
1. Ph lc 1: Bo co ti chnh 2007(Won/Dollars/Euros)

Bo co ti chnh nm 2007 S LNG TNH THEO T Doanh thu thun Tng ti sn Tng n Tng vn c ng * T T gi gi Won/USD Won/USD trung cui bnh ngy WON 161,847.4 180,833.2 180,833.2 103,332.3 hng nm: DOLLARS 174.2 192.7 192.7 110.1 929.20/1, 938.20/1, EUROS 127.2 205.7 130.9 74.8 (S lng tnh theo t) Won/Euro: Won/Euro: 1,272.72/1 1,381.26/1.

vo

31/12/2007:

S liu ti chnh bao gm cc cng ty chi nhnh Samsung, kt thc nm ti chnh vo thng 32

3/2008 nh Samsung Life Insurance, Samsung Fire &Marine Insurance, Samsung Securities, Samsung Investment Trust Management. 2. Ph lc 2: Cc mt hng chnh ca Samsung Sn phm DRAM NAND Flash Mn hnh LCD c ln Bng PDP Active-Matrix OLED Lithium-ion battery Mn hnh LCD a cng My in a nng Television sets (LCD, PDP, CRT) French door refrigerator (U.S. market only) in thoi My nh k thut s Drillship 18.79% Whirlpool Th phn ton cu m/s 34.3% 40.4% 26.2% 30.5% 90.0% 19% 16.1% 9.5% 16.4% i th cnh tranh Hynix Toshiba LG Display LG Display LG Display Sanyo Dell Seagate Technology HP M/S 21.6% 28.1% 25.8% 34.8% 20% 14.6% 34.9% 19.2% 13.7 % Nm Qu 1 2009 2008 2009 February Qu 1 2008 Qu 2 2008 Qu 2 2009 2008 2007 Qu 1 2009 Qu 3 2009 Revenue Share

23%

LG Electronics

23.83 % 37.8% 19.2% 20%

2009 January

21% 9.1% 80%

Nokia Canon Daewoo Shipbuilding & Marine 33

Qu 3 2009 2007 2000 - 2007

Engineering

TI LIU THAM KHO

1. http://www.samsung.com.vn 2. http://www.wikipedia.org 3. http://www.vietbao.com.vn 4. http://www.marketingchienluoc.com.vn 5. http://www.baomoi.com.vn

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