1Table contentNo.ContentPage number (m/s)1.0Background of Samsung22.0SWOT analysis of Samsung32.1Strength32.2Weakness42.3Opportunities52.4Threats63.0Samsung Activities7-83.1Market Segmentation93.2Customer profile94.0Current issues of Samsung10-115.0Recommendation12-136.0Samsung CRM strategy14-167.0Conclusion178.0References18-20
1.0 Background of Samsung ElectronicSamsung Electronics was created in January 13, 1969by Lee Byung-chuland locatedinSuwon, South Korea. Dr. Oh-Hyun Kwon was officially appointed Chief Executive Officerof Samsung Electronics Co. by the company's Board of Directors on June 8, 2012. Now,Samsung is one of the leading mobile manufacturing companies in the world. Samsungprovides different types of products including semiconductors, digital televisions, airconditioners, computers, liquid crystal displays, and active-matrix organic light-emittingdiodes, monitors, mobile phones, refrigerators, printers, and telecommunications networkingequipment. Overall, the company reported full-year 2016 revenue of KRW 201.87trillion and full-year 2016 operating profit of KRW 29.24 trillion. (Samsung, 2017)
2.0 SWOT analysis of Samsung2.1 StrengthLarge market shareSamsung has maintained the largest market share in the global market of visual display since2006. Throughout the 2014, the company had a global market share of 28.3% for all flat-panel TV product lines, including LCD and LED. Additionally, the company has the largestmarket share of 39.1% for TVs of 60 inches and larger and 34.3% share of UHD TV market.(Contributor & Frue, 2017)Low production CostWhen it is about the production costs, Samsung reached the economies of scales. Itoutsourced its production to different countries that has competitive advantages in producingquality products at small costs. (Samsung SWOT Analysis, 2017)Largest Electronic manufacturerSamsung is the world’s most successful electronics manufacturer. It is the world’s largestmanufacturer of television sets, Samsung enjoys the widest range of product portfolio whichincludes mobile phones, smart phones, tablet, TV/Audio/Video, Camera, camcorder, Homeappliance, pc, peripherals, printer, memory cards ,liquid crystal display (LCD) panels, andother accessories.(Bhasin, 2017)
2.2 WeaknessesLow QualityIn order to cope with intensive competition, Samsung pricing strategy involves low profitmargin. Samsung does not charge high price for its products, thereforeSamsung take lowerquality products from different supplier to lower down the costs. Many consumer complaintabout the quality of products such as Note 7. (Yodhia Antariksa, 2017)Depend on others operation systemSamsung does not have its own operating system (OS) and software and therefore, it isdependent on external OS, notably Android, owned by Google. The absence of Samsung’sown OS and software has negative implications on the level of consumer loyalty and thecompany also misses an attractive potential for increasing the volume of revenues. (SWOTAnalysis of SAMSUNG, 2017)Too large product diversityIt takes a lot of work if the product portfolio is large. It cannot be possible to give
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- Summer '14
- Marketing, Samsung Electronics, Samsung Group