This document provides an overview of Samsung organization including its history, mission, vision, strategies and operations in India. Some key points: - Samsung was founded in 1938 in Korea and initially operated as a small trading company. It has since grown to a large multinational conglomerate. - The company's core businesses are electronics, engineering and chemicals. It is a global leader in electronics such as memory chips, displays and mobile phones. - Samsung is committed to human resources and recruiting top talent worldwide. It has over 285 global operations across 67 countries. - In India, Samsung has widespread sales networks and its regional headquarters oversees operations in South Asia. It has grown significantly in India since starting

1. With the Great Name of Allah who is the Most Beneficial and the Most
Merciful.
A PROJECT
REPORT
ON
SAMSUNG ORGANIZATION
University of Azad Jammu & Kashmir
Neelum Campus
Subject Name: Human Resource Management
Submitted to: Mam Kiran Rubab Naqvi
Department: Computer Science & Information Technology
Semester: Cs (5th
)
Submitted by:
Syed Umair Kazmi (28)
Anees Mehdi (35)

2. Mehdi Hassan (36)
Naeem Rustam (18)
Khizar Hayat (25)
ABSTRACT
The purpose of the project entitled as “Samsung Organization” is to
know by research about the history, mission and vision statement and
the entire summary about their business. The role of corporation in
new era of technology its achievements along with the failures are
discussed in the project. The competitive organization, their impact
and the outcome are also considered in the report.

3. INDEX
1. INTRODUCTION
1.1 History
1.2 Evolution
1.3 Globalization
1.4 Commitment To Human Resource
1.5 Key Points
1.6 Samsung In India
2. MISSION AND VISION STATEMENTS
2.1 Samsung’s MISSION STATEMENT
2.2 Samsung’s VISION STATEMENT
2.3 Goals
3. Strategies
3.1 Segmentation Strategies
3.2 Market Targeting
3.3 Product Strategies
4. Samsung Philosophy
5. 4’Ps in Marketing
5.1 Product
5.2 Place
5.3 Price
5.4 Promotion
6. SWAT Analysis
6.1 Strength
6.2 Weakness
6.3 Opportunity
6.4 Threat
7. Selection Process
8. Recruitment Process

4. HISTORY
In 1938, Lee Byung-Chull founded Samsung, a small trading company with forty employees
located in Daegu. The company prospered until the Communist invasion in 1950 when he was
forced to leave Seoul and start over in Busan. During the war, Samsung's businesses flourished
and its assets grew twenty-fold. In 1953, Lee started a sugar refinery. The company diversified
into many areas such as insurance, securities, and retail. In the early 1970s, Lee borrowed
heavily from foreign interests and launched a radio and television station.
Samsung Group later formed several electronics-related divisions, such as Samsung
Electronics Devices Co., Samsung Electro-Mechanics Co., Samsung Corning Co., and Samsung
Semiconductor & Telecommunications Co., and grouped them together under Samsung
Electronics Co., Ltd. in 1980s. Its first product was a black-and-white television set.
In the late 1980s and early 1990s, Samsung Electronics invested heavily in research and
development, investments that were pivotal in pushing the company to the forefront of the global
electronics industry.
“By the 1980s Samsung was manufacturing, shipping, and selling a wide range of
appliances and electronic products throughout the world”. In 1982, it built a television assembly
plant in Portugal; in 1984, it built a $25 million plant in New York; and in 1987, it built another
$25 million facility in England.
The 1990s Samsung rise as an international corporation. Samsung's construction branch
was awarded a contract to build one of the two Petronas Towers in Malaysia, Taipei 101 in
Taiwan and the Burj Khalifa in United Arab Emirates, which is the tallest structure ever
constructed.

5. In 1993 and in order to change the strategy sold off ten of Samsung Group's subsidiaries,
downsized the company, and merged other operations to concentrate on three industries:
electronics, engineering, and chemicals. In 1996, the Samsung Group reacquired the Sungky
unkwan University foundation. Samsung survived the Asian financial crisis of 1997-98 relatively
unharmed. However, Samsung Motor, a $5 billion venture was sold to Renault at a significant
loss. Additionally, Samsung manufactured a range of aircraft from 1980 to 1990s.Most
importantly, Samsung Electronics (SEC) has since come to dominate the group and the
worldwide semiconductor business, even surpassing worldwide leader Intel in investments for
the 2005 fiscal year. Samsung's brand strength has greatly improved in the last few years.
Samsung became the largest producer of memory chips in the world in 1992, and is the
world's second-largest chipmaker after Intel.
In 1995, it built its first liquid-crystal display screen. Ten years later, Samsung grew to be
the world's largest manufacturer of liquid-crystal display panels. In 2006, S-LCD was established
as a joint venture between Samsung and Sony in order to provide a stable supply of LCD panels
for both manufacturers.
Samsung Electronics, which saw record profits and revenue in 2004and 2005, overtook Sony as
one of the world's most popular consumer electronics brands, and is now ranked #19 in the world
overall. Behind Nokia Samsung is the world's second largest by volume producer of cell phones
with a leading market share.
Globalization
With more than 285 overseas operations in 67 countries, Samsung is truly global in scope and
nature. Samsung's strategy is two-pronged: to prudently expand outside its home market and to
equip overseas units with the skills and resources to be self-sufficient.

6. This strategy brings Samsung, and the countries where it operates, enormous opportunities.
Globalization provides access to new suppliers and customers, and allows Samsung to learn and
benefit from new cultures and new ideas. In addition, Samsung places a priority on being a
respected corporate citizen, a good employer, and a helpful neighbor in the local community and
hence contribute to the local economy.
Samsung is already a world leader in many business areas. In electronics, it is the number one
producer of memory chips, LCDs, displays and CDMA handheld phones. In finance, Samsung
Life Insurance is ranked 10th largestlife insurance company in the world by Fortune magazine.
Increasingly, Samsung has been forming cooperative alliances with the some of the leading
names in the global technology arena to share vision, knowledge and experience.
Alliances include cooperation with Microsoft, AOL Time Warner, and Sprint in the areas of
technology and marketing. Samsung is also working with Intel, Sony, and Qualcomm on
technology exchange as well as standardization. Collaborating with Dell, IBM, Compaq, and
Hewlett-Packard has helped to reduce risks in entering new business areas and to secure stable
supplies.
The partnerships are designed to provide all customers with efficiency, productivity and stability
with the aim of being a total solutions provider in the areas of home, mobile and office through
Digital Convergence and Networking.
Samsung's goal in every market is to maximize brand equity through superior design, marketing,
and customer service, and to constantly deliver the highest-quality products. The steadfast
commitment in each of these areas will ultimately place the "Samsung" name among the best
known and most respected in the world. Samsung's brand value increased to US$8.31 billion in
2002 from US$6.37 billion in 2001 and was recognized by Inter brand Corporation as the fastest
growing global brand.
Commitment to Human Resources

7. One of the management philosophies of the late founding Chairman Byung-Chull Lee was that
"A Company is Its People." Attracting and developing the best people is key to Sam- sung
maintaining, and enhancing, an advantageous position in an era of technology competition.
All new employees attend a comprehensive one-month orientation / education program to learn
and understand the core values of the group, its management and strategic direction, and the
vision that Samsung is pursuing.
One of Samsung's human resources strategies is to recruit the highest-quality personnel from
around the world, regardless of nationality, by focusing on those who have Masters and
Doctorate degrees in all areas of management, such as research and development, marketing,
finance, design and information technology.
Recognizing that globalization of domestic human resources is as important as attracting high-
quality personnel from overseas, Samsung is continuously strengthening the global competencies
of core personnel by focusing on foreign language proficiency and ability to acclimatize to
foreign cultures.
Samsung is also making efforts to provide early career-development programs for individuals
who have been identified as possessing noteworthy capability and talent in a range of are.
Since its establishment, Samsung has become a national company representing Korea as a result
of implementing its spirit of "Priority of Human Resources" through which it has placed great
value in its employees and raised human resources necessary for the nation and the community.
KEY FACTS:
 Date founded: 1938
 Chairman (since 1987): Kun-Hee Lee
 Founder: Byung-Chull Lee (1910-1987)

8.  Headquarters: Seoul, South Korea
 Global Operations: 285 offices and facilities in 67 countries
 Main Business Sectors: Electronics, Finance, and Trade and Services
 Number of Employees: 173,000 worldwide
 Number of listed companies within the group: 14
 Listed Companies:
 Samsung Electronics Co.Ltd.
 Samsung SDI Co., Ltd.
 Samsung Electro-Mechanics Co., Ltd.
 Samsung Techwin Co., Ltd.
 Samsung Heavy Industries Co., Ltd.
 Samsung Fine Chemicals Co., Ltd.
 Samsung Fire & Marine Insurance Co., Ltd.
 Samsung Securities Co., Ltd.
 Samsung Corporation
 Samsung Engineering Co., Ltd.
 C heil Industries Inc
 The Shilla Hotels and Resorts Co., Ltd.
 C heil Communications Inc
 SI Corporation
SAMSUNG ELECTRONICS IN INDIA
Samsung India Electronics Private Limited (SIEL) is the Indian subsidiary of the US $55.2
billion Samsung Electronics Corporation (SEC) headquartered in Seoul, Korea. Headquartered in
New Delhi, SAMSUNG India has widespread network of sales offices all over the country.
SAMSUNG India is the hub for SAMSUNG’s South West Asia Regional operations. The South
West Asia Headquarters looks after the SAMSUNG business in Nepal, Sri Lanka, Bangladesh,
Maldives and Bhutan besides India. SAMSUNG India which commenced its operations in India
in December 1995enjoys a sales turnover of over US$ 1Bn in just a decade of operations in the

9. country. From being a virtually unknown entity in the Year 1995, brand SAMSUNG today
enjoys an awareness level of over 65% and a positive opinion of over 80% in the country today
(source: BAS 2007). Initially, a player only in the Color Televisions segment, it later diversified
into color monitors (1999) and refrigerators (2003). Today, it is recognized as one of the fastest
growing brands in the sphere of digital technology. SIEL is the market leader in high end digital
television (Plasma, LCD).
SAMSUNG India is the hub for SAMSUNG’s South West Asia Regional operations.
SAMSUNG India has segmented their products into five categories.
MOBILE PHONE
TV/AUDIO/VIDEO
AMERA/CAMCORDER

10. HOME APPLIANCES
PC/PERIPHERALS/PRINTERS
Source: Samsung Electronics website
MISSION AND VISION STATEMENT
SAMSUNG is dedicated to developing innovative technologies and efficient processes that
create new markets, enrich people's lives, and continue to make Samsung a digital leader.
Our Vision:
Samsung is guided by a singular vision to lead the digital convergence movement. We
believe that through technology innovation today, we will find the solutions we need to address
the challenges of tomorrow. From technology comes opportunity-for businesses to grow, for
citizens in emerging markets to prosper by tapping into the digital economy, and for people to
invent new possibilities. It’s our aim to develop innovative technologies and efficient processes
that create new markets, enrich people’s lives and continue to make Samsung a trusted market
leader.

11. Vision 2020:
As stated in its new motto, Samsung Electronics' vision for the new decade is:
"Inspire the World, Create the Future."
This new vision reflects Samsung Electronics’ commitment to inspiring its communities
by leveraging Samsung's three key strengths: “New Technology,” “Innovative Products,” and
“Creative Solutions.” - And to promoting new value for Samsung's core networks - Industry,
Partners, and Employees. Through these efforts, Samsung hopes to contribute to a better world
and a richer experience for all. As part of this vision, Samsung has mapped out a specific plan of
reaching $400 billion in revenue and becoming one of the world’s top five brands by 2020. To
this end, Samsung has also established three strategic approaches in its management:
“Creativity,” “Partnership,” and “Talent. Samsung is excited about the future. As we build on
our previous accomplishments, we look forward to exploring new territories, including health,
medicine, and biotechnology. Samsung is committed to being a creative leader in new markets
and becoming a truly No. 1 business going forward.
Our Mission:
Everything we do at Samsung is guided by our mission: to be the best “digital-
Company”. Samsung grew into a global corporation by facing challenges directly. In the years
ahead, our dedicated people will continue to embrace many challenges and come up with
creative ideas to develop products and services that lead in their markets. Their ingenuity will
continue to chart Samsung’s course as a profitable, responsible global corporation.

12. Strategies
1) Segmentation Strategies
2) Marketing Targeting
3) Product strategies
Segmentation Strategies:
 Geographic :
Rural areas as well as urban areas
 Demographic:
Various Products for all ages and gender
 Psychographic:
All types of life Style
Marketing Targeting:
 Trendy Young People
 Professionals
 Large Businesses
Product strategies:
 Wide range of products
 Better Product
 Faster
 Lower Cost

13. Samsung Philosophy
At Samsung, we follow a simple business philosophy: to devote our talent and technology to
creating superior products and services that contribute to a better global society.
Every day, our people bring this philosophy to life. Our leaders search for the brightest talent
from around the world, and give them the resources they need to be the best at what they do. The
result is that all of our products—from memory chips that help businesses store vital knowledge
to mobile phones that connect people across continents— have the power to enrich lives. And
that‘s what making a better global society all is about.
Company’s Values:
We believe that living by strong values is the key to good business. At Samsung, a
rigorous code of conduct and these core values are at the heart of every decision we make.
People:
Quite simply, a company is its people. At Samsung, we‘re dedicated to giving our people a
wealth of opportunities to reach their full potential.
Excellence:
Everything we do at Samsung is driven by an unyielding passion for excellence—and an
unfaltering commitment to develop the best products and services on the market.
Change:
In today‘s fast-paced global economy, change is constant and innovation is critical to a
company‘s survival. As we have done for 70 years, we set our sights on the future, anticipating
market needs and demands so we can steer our company toward long-term success.
Integrity:
Operating in an ethical way is the foundation of our business. Everything we do is guided by a
moral compass that ensures fairness, respect for all stakeholders and complete transparency.

14. Co-prosperity:
A business cannot be successful unless it creates prosperity and opportunity for others. Samsung
is dedicated to being a socially and environmentally responsible corporate citizen in every
community where we operate around the globe.
4’Ps in Marketing
1. Product
2. Place
3. Price
4. Promotion
Product:
In 1970, Samsung Electronics made cheap 12-inch television sets under Sanyo label. Now,
capturing the number one position in the global memory chip market and pioneering the
development of flat-screen displays, plasma TVs, multifunction cellphones, and other digital devices.
Semiconductors Product:
DRAM, SDRAM, flash memory, and hard drives
Digital displays:
LCD displays, Plasma displays, and OLED displays
Home Electronics:
TVs, DVD players, Blu-ray players, home cinema systems, set-top boxes,
and projectors
Mobile devices:
Mobile phones, MP3 players, digital cameras, and camcorders
Computing products:
Monitors, laptops, UMPCs, CD and DVD drives, laser printers, and faxes
machine
Home appliances:
Refrigerators, washing machines, microwaves, ovens, vacuum cleaners, and
air conditioners.
Places:
Samsung invested a lot of money in research and developments, in order to product
meet what customers’ needs and wants. Samsung spent about 9% of revenue, amounting to around
$5billion, in 2005 in research and development.

15.  Samsung has its own stores which can be found around the world. Not only in Asia , but also
in America, Europe, Australia and Africa.
 Samsung has its stores located & also its service center at places where it is closes to the
customer reach.
 At the stores, we not only can buy the product that sold, but also feel the experience of digital
lifestyle.
 In India after covering the urban market Samsung is now ready to tap the urban market.
Plans are to start up a plant in Tamil Nadu & Andhra Pradesh with an investment of $150
million.
Price:
Samsung sells product with a price that’s worth, if we compare it with the functions, benefits
and technology. Samsung is in the process of building an image as “a stylish, high quality brand
commanding a premium price”
Promotion:
1. Product Placement:
 Hotel chains (such as Hilton) where most in-room technology was now dated and required
early replacement to retain competitive advantage.
 Their products are also been used in various movies which is also been used as a marketing
base. Also their giving away their products at various sports event as gift for the players.
2. Sponsorship:
 The Summer and Winter Olympics games
 Chelsea FC shirt sponsorship deal
 Horse jumping (Samsung Super league).
3. Internet Advertisement:
 In 2005 ,the firm devoted nearly 15 % of its media budget allocated to page -topping banner
ads on over 400 Internet sites
 Link to mainstream entertainment : Fox’s movies Fantastic Four
 Display in the film
SWAT ANALYSIS

16. Strengths:
 New bogus appurtenances abstraction to rollout in 5 months.
 Communicable the beating of the buyer, present acceptable designs &accepting emotions.
 Heavy asset in technology, artifact architecture and staff.
Weaknesses:
 Lack in artifact separation.
 Different models at assorted amount points.
 Centre most on accumulation bazaar instead of alcove markets.
 Not actual user affable design.
Opportunities:
 Differentiate its account from competitors.
 Offer artifact variation
 Crave for corpuscle phones apprenticed by the account provider or carriers.
 Affordability by 43%.
Threats:
 Motorola's baby minding in the U.S market, Nokia's acceptance in the Pakistani market, artful added
than bisected of the apple market.
 Agitated competitor, including Sony Ericsson and Siemens bistro into its share.
 Not befitting clue of the new trend in the market.
 Not an appearance accent and appearance statement
Selection Process
The company conducts recruitment process every year to select new candidates. The selection
process of the company consists of 4 rounds. These rounds are as follows:
 Global Samsung Aptitude Test
 Technical Test
 Technical Interview
 HR Interview
 Physical Exam

17. 1. GSAT (Global Samsung Aptitude Test):
Two parts:
a) Aptitude
b) Logical Reasoning
 45 Questions
2. TechnicalPaper:
 Second round
 30 questions
 1 hour
 Based on
C, C++, Java Data structure, Operating System
3. TechnicalInterview:
 Third round
 45 minutes for each selected member
 Questions based on C, C++, Java, Mathematical puzzles
4. HR ROUND:
 10 – 15 minutes
 Basic general questions
 Knowing the capacities
 Finding the interests
5. CompensationPolicy:
 Compensation committee
 Compensation without discrimination
 Compensation for performance
 Based on education, skill & position
6. Promotionof Employees in Samsung :
o Evaluation System
o Based on Performance and competence
o Once in a year particularly in March
o Leadership skills

18. Recruitment Process
The END