supervised by Elfrida Napitupulu idenk.napit@gmail.com

1. Prepared by:
• Lavina Tantra H (078171008)
• Zefaniyah (0781701003)
Political Economic Sociocultural Technological
Analysis of
Wed, 22 November 2017

2. SAMSUNG’s Performance with
High Competitive Advantage
Samsung has sold the most units world wide for the past 3 quarter

3. Political Analysis
1. Trade Agreements
Tarif dan Kenaikan Bea Masuk Impor (Raw Material)
2. Market Regulation
Kebijakan yang mengharuskan 40% material berasal dari Indonesia (produk lokal)
3. Government Regime
Brexit dapat merubah ketetapan mata uang yang mengakibatkan kenaikan harga material,
selain itu hal ini juga dapat mempersulit tenaga kerja ekspert Samsung yang berasal dari Unieropa saat bekerja di Inggris
4. Legislation
Perbandingan rata-rata upah pegawai di negara sekitar
5. Voluntary Codes
CSR Samsung, yang terkait dengan CSR Samsung yang berada di Indonesia

6. Political Analysis
Voluntary cod - CSR

8. Economic Analysis
1. Market Routes and Distribution Trends
Distribusi, produksi dan research samsung yang tersebar di seluruh belahan dunia.
2. Home Economy Situation and Trends
Situasi ekonomi di Korea per jan 2017 yang merupakan asal dari perusahaan Samsung
3. Overseas Economies and Trends
Kondisi ekonomi negara-negara lain yang mengimpor samsung ke negaranya
(terutama Amerika yang memiliki jumlah penjualan dan produksi sangat bertolak belakang)

9. Samsung’s activities (sales, production and research) are spread accross the world.
Europe as its highest sales among all, eventhough it produce so little. In other hand, China have the highest production
number and is suspect to supply mainly to other country.

12. Sociocultural Analysis
• Demographics
Based on statistical data 2017, from estimation total global population 64% aged 16-64 years which known as active smartphone
and internet user.

13. Sociocultural Analysis
• Demographics
• Lifestyle trends
Based on statistical data 2017, increase of internet user, mobile users and active mobile social users bring opportunity to
SAMSUNG, in order to innovate more multi features Mobile phone. This data prove global customer needs of using mobile phone.

14. Sociocultural Analysis
• Lifestyle trends
• Demographics
Based on statistical data 2017, highest total population of internet user, active social media accounts and mobile connection
are in East Asia, It also bring opportunity to SAMSUNG, that came from Korea which is also located at East Asia.

15. Sociocultural Analysis
• Lifestyle trends
Based on statistical data 2017, highest total population of internet user is Indonesia. This phenomenon already forecasted by
SAMSUNG, since they start produce mobile phone in Indonesia by built factory on June 2015 located at Cikarang, West Java.

16. Sociocultural Analysis
• Lifestyle trends
Based on statistical data 2017, adult population in mobile phone using dominated to smart phone product. In this high technology
era, people start to leave single function of electronic device (ex: e-reader), because all features already provide by smartphone.

17. Sociocultural Analysis
• Consumer attitudes
and opinions
Based on statistical data 2017, number of internet spent still mostly access through laptop/desktop, it might be cause adult population usually work use
laptop or desktop and mostly spend internet with it. Indonesia still on the fourth after Philippines, Brazil and Thailand. This can be great opportunity
for SAMSUNG to do more research about their consumer habit in internet surfing, to know why people choose using laptop than mobile device.

18. Sociocultural Analysis
• Lifestyle trends
Although people prefer spent internet in laptop or Desktop, based on statistical data 2017, total Mobile data growth are increase significantly every
quarter year since 2011. It shows hidden opportunity for SAMSUNG, that increase needs in mobile using can be used for wider SAMSUNG market share.

19. Sociocultural Analysis
• Consumer attitudes
and opinions
• Brand, company,
technology image
Here is statistical 2017 data of active user in social media, social media with the most active users are Facebook, YouTube and Whatsapp. Consumer
behavior has changed significantly in recent decade, all people already join social media which will need mobile device for can manage it in mobility.

20. Sociocultural Analysis
• Consumer attitudes
and opinions
Here is statistical 2017 growth of Mobile Commerce Shoppers. People already switch from traditional shoppers (by visiting the physical shop) to online
shopping, for easy access anywhere people should need mobile device, SAMSUNG still have great opportunity in their marketing of sales or even provide
the appropriate device.

21. Advertising and publicity

22. Technological Analysis
• Replacement technology/solutions
• Information and communications
This timeline shows that Technology solution changes the characteristic needs of customer, to bring more appropriate mobile device from year to year.
Provide stylish and fancy design in one grip. On the recent years, SAMSUNG has great technological solution for customer and its mobile phone design
can attract many customers move to have it.

24. Technological Analysis
• Replacement technology/solutions
• Competing technology development
• Information and communications
Many brand of mobile phone producer lost in global competitive in recent years. Who have innovation and can understand customer perceived value
that will last standing, even use competition as challenge and opportunity.

25. Technological Analysis
• Replacement technology/solutions
• Competing technology development
• Information and communications

26. Technological Analysis
• Technology access, licencing, patents
SAMSUNG has courage to explore many innovation and not afraid to
be pioneer in market. Its proven by many mobile phone new design
patent of SAMSUNG in recent decade.
Some of them already realized, in fact it receive good respond from
customer to buy the products.

27. Technological Analysis
• Associated/dependent technologies
Recent decade, consumer behavior has changes,
they need a simple all in one device, so every single
purpose device has defeated by single grip smart
phone with all of those features.

28. Technological Analysis
• Consumer buying mechanisms/technology
In recent years, mobile phones already use as payment device to replace credit or debit card. Easily use QR Code or Near Field Communication
(NFC) payment. In 2017, China has already implemented it as cashless payment.

29. Conclusion
External factor of Politic, Economical, Sociocultural, Technological (PEST):
• Can bring positive or negative impact to the company.
• All factors are variables which influence the operation and performance of a company despite their
innate inability to be changed.
• All of these factors directly affect how companies operate and whether or not they succeed.