Professional Documents
Culture Documents
228385-47
Course
Coursework
Tutor
Course School/Level
B/PG
Assessment Weight
30.00%
Submission Deadline 12/11/2015
Coursework is receipted on the understanding that it is the student's own work and that it
has not, in whole or part, been presented elsewhere for assessment. Where material
has been used from other sources it has been properly acknowledged in accordance
with the University's Regulations regarding Cheating and Plagiarism.
000853425
000865483
000880507
000867907
000865455
Tutor's comments
Grade Awarded___________
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Tutor______________________
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Submitted By:
Rohit Dixit
000865483
Kuldeep Singh 000853425
Kewin
000865455
Sandeep Kadilya 000867907
Pawan Bellam
00088050
Table of Contents
Coursework Header Sheet............................................................................................................. 0
Introduction....................................................................................................................................... 3
Strategic Overview of Samsung............................................................................................................ 3
External environment analysis.............................................................................................................. 3
Pestle analysis................................................................................................................................... 3
Porters 5 forces analysis.................................................................................................................... 4
SWOT analysis.................................................................................................................................. 6
Internal Environment Analysis.............................................................................................................. 6
Internal analysis........................................................................................................................... 6
External analysis.......................................................................................................................... 7
Value chain analysis........................................................................................................................... 9
Inbound logistics............................................................................................................................. 9
Operations..................................................................................................................................... 9
Outbound logistics......................................................................................................................... 10
Marketing and sales...................................................................................................................... 10
Services...................................................................................................................................... 10
VRIO Framework............................................................................................................................. 10
Reflection on strategic position of Samsung......................................................................................... 11
Conclusion...................................................................................................................................... 12
Reference....................................................................................................................................... 13
Introduction
Samsung is a South Korean company headquarters in Samsung town, Seoul. it was established in 1938, It is
a worldwide electronic company with 161 subsidiary companies throughout the world including nine related
headquarters for CE (consumer electronics)
division and five related headquarters for the DS (device solutions) Division, company separately operate
each and every division ( Samsung.com, 2015)
The company offers an all home appliances like refrigerator, dryers, toasters, televisions, mobile phones and
tablets. The vision of the company is vision2020 (inspire the world, create the future) depends on the vision
company make a strategy (Samsung.com, 2015)
Economical
There exists a need of finding a perfect strategic solution. As the, purchasing power of consumers have
Surge in Samsungs profit in developing economies would help in compensating lost business within
developed economies.
Social
Organizational culture of Samsung is significantly influenced from national culture of South Korea.
Need for self-adaption and restructuring according to rapid change within preferences of consumer is
culturally different emerging markets.
Technological factors
Low entry barriers due to usage of Google android OS platform, leading to difficulties in product
Legal
Lawsuit filed by Apple in context of imitating key features of iPad and iPhone jeopardized companys
reputation. Moreover, it affected profitability and cash flow of the company as a hefty sum needed to be
paid as penalties.
Environmental
further enhances buyers bargaining power as they fails in providing addition economic value or cost saving
(Dudovskiy, 2015).
Bargaining power of suppliers: High for suppliers of essential components
Due to lack of alternative platform for its smartphones and high dependency on Googles android platform for
its OS, Samsung have to cope with the substantially high bargaining power of Google. In contrast, the other
components suppliers of Samsung smartphone do not hold a similar strong position like Google in bargaining
power, as major share of their business is dependent upon bulk volume of orders given by Samsung
(Dudovskiy, 2015).
SWOT analysis
establishing an open innovation system which further enhances its partnership with foreign research institutes
and facilitates in gaining competitive advantage in market.
Diversified geographic presence
It benefitted Samsung by reducing risk associated with constrained geographical market, Moreover, by
providing proximity to customers by building close relation to its customer.
Opportunity
Growing smartphone and tablet market.
Handset market, dominated by smartphones by 50% is estimated to grow at the compounded annual growth
rate (CAGR) of 13.3% between years 2013 to 2017. In addition, Samsung holds the second largest market
share of tablets with 19.1%. Therefore, growing market would further enhance companys sales in coming
years.
Growing smart TV and Flash memory market
Strong brand positioning of Samsung in smart TV which is valued at $255 billion by 2017, and in 3D flash
memory market would enable Samsung to capture maximum return out of growth trends. As, demand for flash
memory is driven by surging usage of tablets and smartphones would provide an topline growth opportunity.
Threats
Commoditization of mobile sector
A downward pressure on pricing is being witnessed due to commoditization of mobile sector; due to presence
of Google android ecosystem which reduced the entry barriers of mobile sector product differentiation have
become extremely difficult (BAGUR, 2015). With the combined effect of risk of direct and indirect litigations of
intellectual property rights in android ecosystem, intense competition and increasing commoditization would
impact companys profitability and share in market.
Foreign exchange risks
As Samsung is exposed to various currencies of its countries of operation, there exists an evident risk of
impact on companys balance sheet, cash flow and income statement in conversion or translation of foreign
currency in Korean Won, due to currency exchange fluctuations.
Inbound logistics
The dominant part of Samsung suppliers are situated in Asia and accordingly, 79.4% of its supplychain expenses occur in Asia. This is followed by Americas (14.8%), Europe (4.4%) and other places. All
together control inbound logistics part of the business all the more adequately; Samsung possesses various
logistics firms as its backups. (Chul Jung Sang, 2015)
Operations
As of December 31, 2014, the company maintained 213 worldwide operations hubs that included
subsidiaries, sales subsidiaries, design centres, and research centres. Samsung manufacturing operations
comprise the following:
Outbound logistics
Introducing modern smartphones, Samsung has turned out to be exceptionally quick in launching
its own products to compete with Apple. Viable outbound logistics framework assumes an imperative part for
Samsung as far as having the capacity to convey upgrades of its well-known items to customers in a timely
manner. (Chul Jung Sang, 2015)
Services
Samsung strives to convey the client administrations of the most elevated measures. The
organization conducts consumer loyalty overviews oversaw by outside gatherings in a customary way keeping
in mind the end goal to accomplish and maintain elevated amounts of consumer loyalty (Chul Jung Sang,
2015)
VRIO Framework
To understand the source of sustained competitive advantages, internal resources and capabilities of an
organisation is analysed using VRIO Framework.
Samsung has various assets and abilities that give a managed upper hand. Dangers from Chinese maker
output turn out to be huge over the long haul in the event that they make up for lost time with worth drivers in
the transitory maintained upper hand class. These incorporate variables, for example, manufacture limit,
quality and item blend/customization capacities. Our investigation highlights Samsung's quality drivers as far
as mechanical focal points and protected innovation in their boondocks items. These quality drivers avert
impersonation by new contestants. Samsung's quality and dependability esteem driver keeps clients from
changing to contenders items.
10
Samsung has a value-for-money positioning strategy which is a competitive parity. By offering value-formoney products, Samsung address the clients' issues outstandingly well since it can offer fantastic item with
generally sensible cost. Then again it is not uncommon in light of the fact that there are organizations with such
exchange off between value and quality of product. So essentially there is no separation between Samsung a
large portion of its rivals as far as of value-for-money. (Lam wayne, 2012)
The product innovation (design) of Samsungs smartphones/mobile phones is just a transitory upper hand on
the grounds that regardless of the possibility that it is profitable, uncommon and all around abused by the
organization, it is not troublesome for the contenders to copy it. It is an upper hand just amid pretty much 6
months and afterward it gets to be out of date, regardless of the fact that the organization tries to patent
everything.
Samsung has completely used its capacity to adjust in a quick changing business sector can be considered as
its economical upper hand. It is extremely profitable to the organization particularly in a quick cycle cell phone
market. It is imitable and supreme as not each organization can anticipate and have the capacity to change
with the constantly evolving environment. (Yun joo sung, 2011)
Human Capital is the last upper hand that Samsung has. In spite of the fact that it is profitable because of its
expertise employees and preparing projects, it is not uncommon in light of the fact that different organizations
for instance, additionally have great choice and training projects in their own specific manner, Thus just turning
into an aggressive equality (Don, 2012).
11
Conclusion
Samsungs Internationalization strategy is to maximize the brand equity and market share through superior
design, marketing and customer service and to constantly deliver the highest quality products. To be known as
best and most respected brand in the world.
12
Reference
BAGUR, H. (2015). The Commoditization of the Smartphone. Wired. [online] Available at:
http://www.wired.com/insights/2012/12/the-commoditization-of-the-smartphone/
11
Nov.
2015].
Fox News, (2015). Apple wins lawsuit against Samsung, as jury awards $1B for patent infringement.
[online]
[Accessed
Available
at:
http://www.foxnews.com/tech/2012/08/24/jury-reaches-verdict-in-apple-vs-
[Accessed
11 Nov.
2015].
Wilkinson, J. (2013). Threat of New Entrants (one of Porter's Five Forces) The Strategic CFO.
[online] Strategiccfo.com. Available at: http://strategiccfo.com/wikicfo/threat-of-new-entrants-one-of-
2015.
Wayne lam,. Samsung Regain Smartphone Leadership. 2012. Web. 7 Nov. 2015.
Yun, joo Sung et al. 2011 Sustainability Report. samsung, 2015. Web. 8 Nov. 2015. Global Harmony
Forces.
[online]
Available
at:
The Generic Value Chain Model'. www.sersc.org. N.p., 2015. Web. 8 Nov. 2015.
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