International Business

1. SAMSUNG ELECTRONICS
kaZI Ismat Jahan
ID-B1405145
Sce- C

2. History
 South Korean company, founded in1938
 Founded by Lee Byung – Chull
 1969 Samsung Electronics Company was founded
 1980’s the Samsung Television Division was built
 1987 Lee Kun-He take over
 Samsung became world’s largest mobile phone maker by unit sales, overtaking
Nokia, which had been the market leader since 1998
 In 2012, it sold 98 million phones, of which 55 million were smartphones

3. Objectives
 Lead the digital convergence movement.
 Develop innovative technologies and efficient processes and continue to make
Samsung a trusted market leader.
 Look forward to exploring new territories, including health, medicine, and
biotechnology.
 Identify eight growth engines for Samsung's business including their Digital
Television (DTV) products and printers.
 Pursue innovation throughout all six main areas of the company's business
operations.

5. Products
 Consumer Electronics
 Telecommunication Equipment
 Semiconductors
 Home Appliance

6. Brand Positioning
SEC has changed from a ‘cheap Oem’ to a ‘High
value-added products provide”
The SEC started to benefits from higher margins,
exploiting own brand name for their new marketing
strategy
Due to unique Brand Image, Sec is discovering new
horizon

7. Culture Change
In 1993, Samsung’s Chairman – Lee Kun Hee, went
on a world tour to figure out how his company was
doing internationally.
From 1987 to 1993, when Lee took over his business
from his father, Samsung grew by two and a half
times.
But Lee wanted it to be like G.E- an internationally
recognized industrial powerhouse

8. Competitors
Apple
Nokia
Sony
HTC
Lenovo

10. Diversification
Samsung is one of the company that gone for Diversification.
Samsung adds new or unrelated product lines to penetrates new
markets, such as : Textiles, insurance, securities, construction,
Solar cells, rechargeable batteries for hybrid cars, LED
technology, Smartphone, biopharmaceuticals and medical
equipment's in its line of Production. he success of the
diversification originated from Samsung's creative
understanding of Core Competence.

11. Global Network of Samsung
Samsung’s Asian networks have been one part of a global
production network able to provide an extensive number of
components to Samsung's subsidiaries all over the world. A
plant in Thailand could deliver parts to its partners in Korea,
America, or Europe. A factory in Indonesia could assemble PCBs
for VCR plants based in Portugal. A manufacturing facility in
Malaysia could deliver electron-guns for CRT’s to a Samsung
Factory in Germany or Maxico. These network based on
production of TVs and VCRs have created a strong foundation.

12. Thank You