P DNG CHIN LC KHC BIT HA SN PHM CA SAMSUNG TI VIT NAM

Vi ct mc: - 1996: Samsung hp tc vi cng ty TIE m nh my ti Vit Nam, vn u t 36,5tr USD, chuyn sn xut mn hnh CRT. -1999: nng cng sut ln 5 ln, cng thi gian vi khng hong kinh t chu 97-98. -2001: tin phong trong cng ngh mn hnh LCD, c PC World bnh chn l sn phm c a thch nht. -2006: tiu th c 1,5tr sn phm mt nm. ........... t 2001 l nh cung cp dn u v sn phm LCD, TV, cng my tnh v ng th hai mng in thoi di ng. VY IU G LM NN THNH CNG ? L thuyt thnh cng ca Samsung l trit l "Sashimi". Sashimi trong ting Nht l mn cm nm vi c sng vi u tin l sn phm phi lun ti mi . Sn phm ca Samsung cng vy, thnh cng ca cng ty ny hm nay l nh s i mi lin tc trong t duy cng nh trong cng ngh v song song vi vic lin tc tung ra sn phm mi. Samsung, khng c thnh cng no l mi mi. Giai on thp nin 90, cc cng ty Nht Bn nh Sony, Toshiba dn u th gii v mn hnh CRT,lc Vit Nam, khp ni u thy tivi ca Sony vi li nhn nh: bn, chc.... Samsung khi ch nh mt anh lnh mi chp chng vo ngh VN, khi m nh my t nc ny, cng ty ch l mt nh thu nh chuyn cung cp linh kin v gia cng hng cho i gia Sony, Toshiba... Uy tn trong cng vic v sn xut gip Samsung m rng kinh doanh ln 5 ln ch sau 3 nm nhng cng ty vn ch l nh thu nh sau bng cng ty ln. Samsung Vit Nam theo pht trin ca cng ty m, quyt nh dn thn vo nghin cu v sn xut mt dng sn phm mi l hon ton, p ng nhu cu ca x hi lc by gi. Vit Nam chuyn mnh t mt x hi "n no, mc m" thnh "n ngon, mc p". Nm 2001, Samsung pht trin thnh cng mn hnh my tnh p dng cng ngh LCD, to mt c hch ln vi s pht trin ca cng ty. Cc mn hnh my tnh CRT cng knh, to nng dn c thay th bng mn hnh LCD mng nh nhng cho mt cht lng hin th tuyt vi. Cc cng ty khc nh Sony khi khng nhn ra c xu hng ny. H vi v tung ra sn phm mng khc l mn hnh TV LCD vi thng hiu Bravia v c c thnh cng nht nh. Thnh cng tm thi ca Sony sau ny tr thnh tht bi ca h, trung thnh vi li thit k "th nng, chc nhng bn", cc sn phm ca SOny lun mc gi trn tri nhng cht lng ngy cng i xung,

tv CRT ca h bn bao nhiu th LCD ca h cng knh by nhiu, d h hng v gi thnh sa cha t . Mt cng ty khc l Toshiba tung ra sn phm TV LCD Regza vi gi thnh d chu nhng vi ngi dng Vit Nam, Toshiba ch l s la chn hng hai. Dng sn phm Regza cung cp cho ngi s dng nhng cht lng hnh nh n nh nhng h vp phi mt li s ng: thit k qu s si v khng bt mt. Samsung nhn ra c nhng im yu , nm 2006, cng ty tung ra sn phm TV LCD Bordeux m phng theo chai ru vang i km vi chin dch Marketing, PR rm r. K nguyn TV ti gia vi tiu ch mng nh, lch lm bt u. Hng to nn cho mnh mt s khc bit vi cc cng ty cnh tranh, l s thm m trong ci nhn u tin v cht lng lun tt nht vi mc gi d chu nht c th. Th thng xng ln, Samsung hin cung cp tt c nhng g c th lin quan n sn phm dng mn hnh in t: in thoi, my tnh v tt nhin l TV. H thnh cng, mnh chng chnh l 9 nm lin t 2001, c ngi tiu dng CNTT bnh chn l sn phm c a chung nht i km vi doanh s m nhiu nh cung cp ti Vit Nam phi thm thung: 330tr USD cho mt th trng hn 80tr dn. 2009, cng ty Samsung khai trng khu phc hp Samsung Electronics ti KCN Yn Phong, Bc Ninh vi chc nng sn xut sn phm di ng nh: my tnh bng, in thoi ph thng ln smartphone cao cp, tm nhn ca cng ty m vi thit k bo trn, mm mi lm b phng cho cng ty thm pht trin. Hin nay cng ty ng th hai th trng di ng Vit Nam sau Nokia nhng li dn u v mng smartphone chy h iu hnh Android. Khng thnh cng no l mi mi, Samsung hiu r iu , sn phm ca hng cng phi thay i theo ng trit l Sashimi to nn thnh cng .