Report on Samsung Consumer Electronics Environment
1. Background
Samsung Electronics Co. Ltd., (subsidiary of Samsung conglomerate) is a multinational organization, headquartered in Suwon, South Korea and currently the second largest information technology and semiconductors company in the world (Forbes 2015b). The company primarily deals with consumer electronics, under three major divisions, Consumer Electronics (CE), Information Technology & Mobile Communications (IM) and Device Solutions (DS). Samsung Electronics has assembly plants and sales networks under 200 subsidiaries and employs around 235,999 people (Forbes 2015a). As per Forbes, Samsung is the second largest information system in the world, with a total $195 billion in sales, $ 22 billion profits and $210 billion in assets (Forbes 2015b). Its products range from color televisions, monitors, air conditioners, refrigerators, laundry machines, computers, handhold phones, network systems, digital cameras etc. (Electronics 2016).
2. Macro Environment PESTLE
Political: The principal political factor guiding the operations of Samsung is the political instability existing between North and South Korea, which could escalate into possible war in the nearby future (NBC Bay Area 2013). Furthermore, among its foreign markets, the Middle East and Russia’s unstable political regimes also pose a
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In case of Internal Environment, high importance for innovation is the most important characteristic of Samsung, while its strict labor laws and focus on environment sustainability makes them socially responsible across the world. Increased importance for ethical treatment of labors and increased awareness of climate change impact has helped Samsung channel its efforts into new technology and business strategies pertaining to social responsibility (Samsung 2016; Samsung Electronics
Modern day businesses have to be socially responsible; actions are taken to satisfy customers who might have a cause that they care deeply. Social responsibility occurs when a person or a company acts in an ethical and sensitive way towards important social issues of the day such as economic, environmental, and cultural concerns. Many businesses have a section of their website or business literature dedicated to social responsibility. Companies proudly detail the steps they are taking to address concerns that people have with the environment and economic issues. Having companies act in a socially responsible way is necessary because their actions have a tremendous positive impact on society.
In this fast-paced industry, Samsung Electronics Company (SEC) has done a remarkable job in turning the company around and reaching a top-of-mind brand awareness over the past few years. The Samsung brand identity and values were poorly regarded up until the early 90s. The brand was positioned as a low-end electronics company that was mainly manufacturing consumer televisions and VCRs. Samsung was not able to compete with the industry’s leaders (i.e. Sony) in the global market. A positive change was needed to reinvent the company’s culture and brand position at that time.
That is the firm spends over “four hundred million dollars on advertising” for its various products aiming to target different slides of the customers in the global market as it floods the market with various products. This strategy comes with another one that is the pricing strategy , Samsung’s products are inexpensive if compared with other competitors. This strategy has enhanced the position of the firm to be one of the largest in selling products as it targets all the slides of the communities worldwide( David and Enrich 2000)
Porters Five Forces Analysis: Samsung Electronics Introduction Samsung Electronics focuses in three specific areas; Consumer Electronics, IT & Mobile Communications and Device Solution. Porter’s Five Forces model has been used to analyse Samsung Electronics competitive position within the global market they operate in. By using this model, an evaluation of their current position will highlight which of the five forces are “affecting the intensity of competition in an industry and its profitability level” (Jurevicius, 2013). Nevertheless, when conducting analysis on an international company such as this, studying of market trends is already carried out thoroughly to ensure that they are fully aware of that market, in order to achieve success and maintain within it. With this in mind, it would be considered that Samsung Electronics would have a relatively good competitive advantage against other rival companies.
Due to risk and cost involved in transacting with many business partners, most firms usually choose to vertically integrate to achieve transactions cost economies – that is to mean, they try to virtually minimize the involve of third parties in the supply chain simply by taking up the challenge to do most of the things themselves. At least by doing so, they reduce the risks and all the difficulties associated with enforcing contracts with all these business partners and even avoid the challenges of ensuring that the raw materials, like the components parts and or services meet the quality and required level standards. In integrating vertically, it will also reduce the risks of asymmetric information and opportunistic behavior aimed against the firm. This traditional model of vertical integration, however, assumes two things: either that vertical segments are well defined, or that firms operate in existing markets. The problem with these assumptions is that they rarely exist in the real world today.
As from the research found, Samsung are originally from South Korea. This means it is around the world. Hence, there will be a change in many aspects of global operations according to the local conditions. Samsung has also had to change its products to match the rapidly changing consumer preferences in certain markets. Samsung is
1) Evaluate how Nestlé 's approach to corporate responsibility was good for their business. Corporate businesses generally have to meet ethical, legal, commercial and public expectations. That is what is expected of the business world today. This is known as the Corporate Social Responsibility (CSR). However, businesses with short-term goal will rarely practice CSR since practicing it does not bring any benefit.
Trying to ignore the social responsibilities might stain an organization’s image and reputation. Thus, performing social responsibility is not simply a choice; it is a need of any corporation. In the twenty-first century, businesses are in the bottlenecks where globalization, science and technology advancement and integrated knowledge are taking place in today’s society (Chan, n.d.). To gain a foothold in this economy, image and reputation play an important role to differentiate a company from one another. With good reputation, it helps firms to create competitive advantage in the business environment.
Social sustainability aims to improve the daily life for the greatest number of people, much like Dove with their “Real Beauty” campaign. A corporation’s core values is also a relevant topic to sustainability: “values are ideas that a person or a group believes to be right or wrong, good or bad, attractive or undesirable” (McKee, 30). Companies that decide to act responsibly are also more likely to attract consumers since they know the business is doing something positive for the greater good. These values stem into “a company’s beliefs, values, and practices about how employees, customers, and the environment are
COST STRUCTURE OF SAMSUNG Low cost structure of Samsung and high responsiveness to economic events has made Samsung more competitive. For example, initially Samsung focused more on volume and domination on market rather than increasing profitability. However, in 1990s, during the Asian financial crisis, Samsung cut costs and reemphasized product quality and manufacturing flexibility, which allowed its consumer electronics move from project phase to store shelves within next six months. Under the resources-based view of strategic management, effective resources available to a firm, as well as the competency of a firm is responsible in affecting competitive advantage received by a firm.
1.2. International expansion Samsung Electronics started as one of the biggest suppliers of international high-tech companies producing chip, battery and memory. After a few years of experience, they extended their activities for the public market by producing TV, screens, micro-waves and so on. Samsung takes advantage of their
Consumers now not only want to know the quality and environment impact of the product they purchase but also about who produced the product and in what conditions was it produced. A lot of social impacts are overlooked intentionally or otherwise by companies due to their major focus on production and effectively managing the supply chain. A socially responsible company looks at the social impact of its products and production techniques not just within its sphere of production but across the supply chain. The extremely elaborate nature of supply chains may sometimes make the companies unaware of the social impacts as they have varying degree of control over them.
English 102 Essay 2 Jalal Bou Kanaan Outline “The Apple and Samsung showdown” I. Introduction: General Background information + Thesis: “what makes those companies not alike are the phones they release through the years, but are they that different?” II. “example of two leading rival companies in the field of smart phones” A. Information about the Samsung Galaxy Note 4 B. Information about the Apple iPhone 6 Plus III.
Sensitive market to these kinds of products are commercial line and offices those has to get technological interface to attain day to day tasks. Samsung has contributed in so many innovative products to make users life easy such as tablets, mini laptops, and televisions to provide with the wide range of technology for personal use. Samsung is known for its colors and picture quality in the
“Sustainability requires that we pay attention to the entire life cycles of our products and to the specific and changing needs of our customers” (Elkington, 2004). Only if business plays a principal part – then the sustainability may be achieved. While companies are being forced to show their commitment to sustainability corporate social responsibility (CSR) by regulations, market or shareholders, and modify accordingly their reporting actions and strategies in order to implement them properly, the focus must be in small details. It’s essential for each individual within the company to perform their part.