Student :Florinela Naida

Student number :17000495

Tutor :Farzan Banabi

Bath Spa University-Holborn Campus

 At the end of 2019,
Samsung had an
operating profit of nearly
$ 48 billion and annual
revenues of $ 212 billion.
 Samsung generated more
profit in 2018 than in
2017 + 2016 full years
combined
 This phenomenal growth
for Samsung is driven by
the semiconductor
division, not the mobile
division.
  The current logo design offers
a dynamic and innovative
image symbolizing the eclipse,
the symbol of the universe and
is designed to emphasize
flexibility and simplicity.

The main colour used to create the logo, which the company
has used from the past to the present, is blue, symbolizing the
stability, trust and social responsibility of the corporation.
 People - the essence of a company is
represented by its people. Samsung is
dedicated to giving its employees a lot of
opportunities to reach their full potential.
 Excellence - everything Samsung does
is a passion for excellence - and a
commitment to develop the best products
and services on the market.
 Change - in today's global economy,
change is constant and innovation is
necessary for a company to survive.
 Co- Prosperity - A business must create
prosperity and opportunities for others.
That is why they are dedicated to being
corporate citizens responsible both socially
and environmentally in any community of
the world in which they operate (Stephen,
R. 2009).
 Integrity - All actions of Samsung are
guided by morality, which ensures fairness,
respect for shareholders and total
transparency.

Samsung mission
Samsung has established its
mission, since its founding in
1938. The company's mission
corresponds to its own
transformations, changes and
evolutions around the world.
“INSPIRE THE
WORLD,CREATE THE
FUTURE”
Samsung vision
The new motto for the vision of
Samsung Electronic is "Inspire
the World, Create the Future *.
This vision of the Samsung
organization inspires
communities by applying the
three key points of the company
represented by "new
technology, innovative products
and creative solutions" and
promotes new values ​for
employees, partners and not
least for the Samsung
organization.
 STREGHTS WEAKNESSES OPPORTUNITIES TREATH

-limited cost in - Weight in - Increased - Political and

production using the interest in the economic
-The quality of products latest instability
products - The lack of a technology - Rapid
- Various clear strategic - Increased need advancement of
product range direction for real-time new
-Qualified - Vulnerability communication technologies
personnel to competitors -Maintaining - Lack of
- Innovation - Country of good relations suppliers of raw
-Advanced origin, which is with other materials and
technology viewed with countries materials for the
- Well organized some mistrust - Possibility of development of
management -Focus on opening new the latest
- Large capital several product stores technologies
categories - Strong
competition in
the IT field
The political-legislative environment,
It reflects the structures of the society, the social classes and their role
in the society, the degree of state involvement in the economy, the
degree of establishment of the internal, zonally or international political
climate. Political instability, high taxes or unprotected competition can
negatively affect sales Samsung, being a multinational company, has
offices on all continents around the globe, and their sales fluctuate
according to the political-legislative characteristics of the
countries(Bryson, J. M. 2001)
The economic environment
The level of development of the Samsung company is high, both as a
whole and in each branch. Also, the employment rate is high and
Samsung staff is skilled. Because of this and the fact that Samsung
has the best products in terms of price and quality, the high inflation in
recent years and the low level of purchasing power has not affected
the profit of the company, which is going up year by year. . During
January-March 2018, Samsung's operating profit grew 48% year-on-
year to $ 8.01 billion, while net profit increased 46% to $ 6.7 billion,
and turnover increased by 2% to $ 44.64 billion.
The socio-cultural environment
The culture of the people can influence the activity of Samsung. Thus,
there are days / periods when the activity is increasing such as the
period of Easter, Christmas, birthdays or discount days. Samsung has
adapted very well these days, thus preparing consumers with all kinds
of discounts, benefits or promotions.

Technological environment
For over 70 years, Samsung has been dedicated to creating a better
world through its various activities in the field of advanced
technologies: semiconductors, skyscrapers and the construction of
plants and others. Representative company Samsung Electronics, is a
leader in the global market for the manufacture of high performance
electronic products and digital media. This tendency of the company
towards innovations and modernism has a positive influence on the
activity, because the preferences of the consumers and the world itself
are in a continuous development.
 Market penetration focuses
on increasing the sales of
existing products on the
market to obtain a larger
market share.
 In order to achieve these
goals, Samsung may opt for
aggressive marketing
strategies or competitive
prices, in order to
penetrate the market.
 Also Samsung can adopt
aggressive marketing and
promotions, offering
competitive prices.
 To follow this strategy
Samsung before launching
a new product lowers the
prices of the products in
stock, a few months before
the launch of its new
model.
 Market development focuses on
finding new markets for
existing products. For this we
use the direct export strategy,
franchising, foreign direct
investments, franchising, etc.
 Samsung has used the Ansoff
Matrix development strategy
and has succeeded over time
from a small business opened in
South Korea, to be a big brand
present in over 180 countries.
 Samsung is involved in the
market development strategy
focusing on existing services
and products, on new regions
and market segments.
 Product development focuses on
developing new services and products
to serve the existing market. This
strategy includes developing new
product variants, improving existing
services and products, etc.(Holbeche, L.
2009).
 The product development strategy was
the key to transforming Samsung into a
global brand, Samsung's organization
constantly developing new products for
its existing regions and market
segments.
 Samsung is a dominant name in the
market, enhances its products and
launches them as a new product with
its brand name.
 For example, he uses this strategy in
the smartphone industry. .
 Diversification focuses on introducing
new products to new markets
 The diversity of products sold under
the Samsung logo that include
vehicles, telecommunications
equipment, consumer electronics,
electronic equipment, medical
equipment, appliances,
semiconductors and electronic
components proves that Samsung is
using the diversification strategy.
 Thanks to this diversification strategy,
Samsung has an extensive portfolio of
products and services under the
Samsung brand.
 Throughout Samsung's history, it has
expanded into different businesses after
discovering potential development
opportunities in different areas of the
world.
Samsung can offer App for DPD, this consist in: find
quick any Post Office Locations/ Delivery
Office.Receive notification about delivery, view the
photo with the signature, if someone signed for the
item or the place where the package was delivered

Samsung may make available to Wayfair for

devices that allow users to store personal
information, such as residence registration
numbers, bank account numbers, and use
them at their option.

Samsung can create a partnership with Mark Spencer

by making it available for data management devices.
Samsung will manage the data with Samsung Knox,
a mobile enterprise security solution, pre-installed
on most smartphones, tablets and smart
accessories.
Samsung has a favourable position against competition, being
appreciated and considered by consumers as a prestigious brand that
sells very good quality products. Consumers trust this brand and
intend to use it more in the future.
Because Samsung's products are outstanding, the organization has a
qualitative advantage over its competitors, managing to outperform.
Also, Samsung's investments in the media for the promotion of
electrical and household products were successful.
In principle, Samsung's marketing strategy must be very consumer-
oriented, news-oriented, organizing unique events that put the brand
in the spotlight.
 Bryson, J. M. (2001). Strategic Planning for Public and Non-profit
Organizations. San Francisco: Jossey-Bass Inc. Pp.4-14
 .Holbeche, L. (2009). Aligning human resources and business
strategy. Routledge.
 https://www.superheuristics.com/ansoff-matrix-samsung/
 https://www.samsung.com/global/ir/reports-
disclosures/sustainability-reports/
 https://www.samsung.com/global/ir/
 https://www.samsungsdi.com/ir/financial-information/audit-report.
 https://www.slideshare.net/neoabhishek/generic-strategy-samsung
 https://en.wikipedia.org/wiki/Samsung_Electronics#/media/File:Sam
sung_Electronics_quarterly_results.svg
 Stephen, R. (2009). Corporate property strategy is integral to
corporate business strategy. Journal of Real Estate Research