Analysis Samsung with Five-Force Model and Protein Model

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Analysis Samsung with Five-Force Model and Protein Model

  1. 1. 1 Apparel Chemicals Consumer electronics Electronic components Medical equipment precision instruments Semiconductors Ships Telecommunications Equipment No.2 in the 2013 Brand Finance Global 500 No.1 in the Electronics, Electrical Equipment group of 2013 Fortune 500 … Brief of SAMSUNG
  2. 2. Samsung started as a trade firm which founded by ₩30000 Main business were export the vegetables and fruits to Peking and Man-Chou-Li. Samsung Electronics founded at 1969 Starting: 1938-1969 The financial crisis depressed the whole Samsung, the debt ratio was 365%. Samsung sold its secondary firms, reduced about 50000 staff made the debt ratio to 148% Financial crisis: 1997-1999 Owning about 20 kinds of No.1 share products in global market. New digital age: 2000~ Started to shipbuilding, chemistry, heavy industry. Started to taking on world. Expanding: 1970-1990 Samsung restarted with New management and Quality first ideas. Challenge and opportunities: 1990-1997 (≈HK$220)
  3. 3. 1 Apparel Chemicals Consumer electronics Electronic components Medical equipment precision instruments Semiconductors Ships Telecommunications Equipment Consumer electronics No.2 in the 2013 Brand Finance Global 500 No.1 in the Electronics, Electrical Equipment group of 2013 Fortune 500 … Brief of SAMSUNG
  4. 4. 1 Marketing Analysis  The performance of whole smartphone market  Various possibilities of market in this field  As a player, SAMSUNG got a huge success in Smartphone Why we choose the Smartphone as our topic? 250,231,700 – 171,652,700 = 78,579,000
  5. 5. 1 Marketing Overview 250,231,700 – 171,652,700 = 78,579,000
  6. 6. Main players Manufacturer Samsung Apple Lenovo Nokia HTC Google Coolpad ZTE HUAWEI … Mobile carriers HK HKBN PCCW HGCH Wharf T&T NWT I-CABLE Mainland China Telecom China Unicom China Mobile
  7. 7. SAMSUNG 1/ Market leader 30.4% 2/ 74 types of new products  5 more types than NOKIA  32 more types than Motorola in 2010. 3/ smart phone and 3G. 4/ Mainly Android system Tizen Limo system future
  8. 8. APPLE 1/ NO.1 competitor 2/ Targeting high level consumers 3/ Hunger marketing 4/ ―smartest‖ phone 5/ ios
  9. 9. Lenovo 1/ international competitiveness 2/ PC advantages 3/ Low and middle end 4/ Saturation strategy (機海戰術)
  10. 10. GOOGLE 1/ 2011 brought Motorola with 12.5 billion 2/ Cooperate with manufacturer 3/ First Nexus in 2010 4/ Competitiveness:Price, Google service optimization
  11. 11. NOKIA 1/ 2012, world's 2nd-largest mobile phone maker with a global market share of 18.0%. 2/ 2013 Q2 only 3.2% market share lost 40% revenue 3/ 2013.09, Microsoft brought Nokia mobile business 4/ Windows operation system
  12. 12. HTC
  13. 13. Chinese market
  14. 14. COOLPAD 1/ Shenzhen in 1993. 2/ 2nd market share in China. 3/ 9th largest smartphone maker in Q1 2013 4/ 2013 overtaking BlackBerry and Nokia.
  15. 15. Fixed Carriers Fixed Carriers in Hong Kong Fixed Carriers in Mainland China
  16. 16. 1 Brief of Technology / Visual(視) / Optics(光) / Voice(說) / Payment(付) / Sensor(感).
  17. 17. 1 Visual(視) Overall phone appearance:  Rounded shapes, more fashion and cute  Fit to plastic material → why plastic? Display screen: visual quality  AMOLED screen  Resolution  Pixel density
  18. 18. 1 Optics(光) Camera performance Indicators:  Pixel  Flashlight  Anti-vibration  Zoom Ultra-thin Vs. Camera quality
  19. 19. 1 Voice(說) S Voice  Voice recognition  Exclusive in Galaxy & Note
  20. 20. 1 Payment(付) Near field communication (NFC)  a NFC smartphone can be a credit card  Samsung + Visa
  21. 21. 1 Sensor(感) Sensor types: User friendly & intelligent  gravity  acceleration  distance  fingerprint  3-axis gyroscope  electronic compass  ……
  22. 22. Brief of RM Principles: High investment High turnover High revenue Direct Revenue:  Mobile Device Distribution  Mobile Accessories Long-term revenue:  Vertical Integration  Patent  Brand Equity
  23. 23. 1/ Mobile Device Distribution Samsung has 49 matching mobile products. Especially , GALAXY S and GALAXY Note, which achieve Samsung’s leading place in the market.
  24. 24. Channels for distributing Partnerships : a total of 12 Samsung in HK. Retailers: such as BROADWAY, FORTRESS SmarTone, i-CABLE etc.. Distributor: KENTECH, SYNERGY Network operators share: cooperate with 6 main players
  25. 25. 2/ Mobile Accessories Bluetooth Headset Charger Battery Cover, Pouch Car Kit Others
  26. 26. 4/ Long-term revenue Vertical Integration Patents Brand equity—— intangible assets
  27. 27. Hardware Vendor Software Vendor Accessory Vendor OEM /ODM MobilePhone Manufactures Hardware Vendor Hardware Vendor Software Vendor Software Vendor Accessory Vendor Accessory Vendor Design- house Direct Supply Distribution /Agent Telecom Operator E-commerce Retailer Customer ComponentDistributor/Agent Front-end Logistics Back-end Logistics
  28. 28. Smartphone supplier relationship table (Samsung smartphone)
  29. 29. Ecosystem Industry Chain Upstream /downstream industries Single product Ecosystem A device group with OS at the core Hardware (with OS), Cloud
  30. 30. Ecosystem
  31. 31. Global China ECO Cloud OS Hardware Chips Kernel Samsung Apple HTC LG Nokia 華為 聯想 中兴 OPPO 小米 TCL 魅族
  32. 32. Android Ecosystem
  33. 33. Samsung Vs. Google
  34. 34. Samsung Vs. Google Tizen Tizen Phone Samsung App store
  35. 35. Background 1. Google acquired Motorola/ Microsoft acquired Nokia 2. Two-horse carriage in smartphone market, so IP war is inevitable for Samsung
  36. 36. The Apple-Samsung cases Who stared? In mid-April of 2011 It was Apple that firing the first shot.
  37. 37. The Apple-Samsung cases What does Apple claim Samsung is copying? 1.Design patents: appearance, layout, feeling and style of Apple’s product. Trade dress , the elements of a product design that clearly indicate what brand or company it came from ―Apple’s black rectangle problem‖
  38. 38. The Apple-Samsung cases 2. Utility patents (functionality) User-Interface effects  Pitching  Zooming  Scrolling
  39. 39. The Apple-Samsung cases What does Samsung claim Apple is copying? Two Standards patents FRAND terms (fair, reasonable, and non-discriminatory ) US Patent 7,675,941 Covers e-bit technology associated with the 3GPP standard. US Patent 7,447,516 Covers using power limiting technology to reduce interference under the 3GPP standard.
  40. 40. The Apple-Samsung cases The other three Samsung patents  Emailing photos from a camera phone;  Multitasking with music playing in the background;  Switching between a live camera shot and a photo gallery.
  41. 41. The Apple-Samsung cases Reasons for lawsuits  Seeking an injunction that would confine the import and sales of rival’s products into the markets  For Apple, they seems to seek compensatory and punitive damages to demonstrate the cost of coping. Result of Lawsuits  Apple won  Samsung owes Apple $930 million
  42. 42. The Apple-Samsung cases Comments and Thoughts  Little had been done to protect innovators and inventors  The very concept of design patents should not have been encoded into the law.  ―It is his supposition that Apple attacked Samsung in the courts out of a feeling of betrayal by a partner, more so than a defense of intellectual property.‖ (Dediu, 2013)
  43. 43. Future Trends Hardware Mobile terminals will merge, it is hard to distinguish Tablets, Phones and Computers, and maybe other new kinds of products.
  44. 44. Future Trends Software Hardware market will over saturated, software market will be a new digital battleground. Also, digital product will be old fashion in mobile terminal, smart is a new concept, and it will occupy the future market.
  45. 45. 1/ Threat of Entry (Low) Barriers to entry 1. Supply-side economies of scale 2. Demand-side benefits of scale 3. Customer switching costs 4. Capital requirements 5. Incumbency advantages independent of size. 6. Unequal access to distribution channels 7. Restrictive government policy. Expected Retaliation
  46. 46. 2/ Exist competition (High) Finger War + Price War
  47. 47. 2/ Exist competition Finger war Iphone shipment 28935,000 <Samsung Operating Profit Ratio 47.4% > Samsung 13%
  48. 48. 2/ Exist competition Price war OEM OEM Middle level competition Price Strategies High-end Strategies
  49. 49. 3/ Substitute ( Low) Tablet Voice call & text message Vs. OTT Apps Screen size: tablet is a complement ↓ Low level thread
  50. 50. 4/ The bargaining power of suppliers (Low) Internal supply lines Powerful ability of supply chain management  ―Samsung model‖ industrial park  Rapid response system of supply chain  Establish a credit relationship with the suppliers. Competition with Apple
  51. 51. 5/ The bargaining power of buyers (Middle) Individual customer Low switching cost High brand identity Small size Mobile Phone Operators High volume
  52. 52. Suggestion Strengths Fast production Vertical integration Aggressive marketing Innovation and design Weaknesses Lack its own OS and software Main competitors are also largest buyers Low profit margin Focus on too many products Patent infringement
  53. 53. SAMSUNG /Ecology Advantages  Marketing strategies  Multi-line products  Supply chain  Vertical integration Disadvantages  Innovation bottleneck  Missed internal targets  Price and promotion cost

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