Samsung has transformed from a market challenger to a market leader through heavy investments in R&D to develop innovative new products across categories like Blu-Ray players, smartphones, and tablets. It has partnered with other companies for joint ventures and sponsored major sports events for brand promotion. During economic downturns, Samsung reduced costs through measures like cutting production and profit margins. It is now a global leader in key product categories and aims to increase annual sales to $400 billion by 2020 through continued innovation, manufacturing of energy efficient products, and 22% annual growth.

1. SAMSUNG
Market Challenger to
Market Leader

2.  Focused on volume and market
domination rather than
profitability.
 High production pace to bring in
more new products.

3. Spend huge amounton R&D and
increasing digital convergence to bring in latest
innovative product to gain market share.

4.  Blu-Ray player
 cell phone with an MP3 player inside
 tablet PC that is Flash enabled.

5. A joint venture between Samsung and Sony
(market leader) was established in order
to provide a stable supply of LCD panels
for both manufacturers.

6.  Sponsored big sports events such as Olympics for
six years.
 Ran several global ad campaigns to deliver
messages such as technology, design and
sensation.

8. During 1990s Asian crisis Samsung cut
costs and reemphasized product
quality and manufacturing flexibility.

9. 2008 and 2009 economic downturn
significantly affected Samsung’s bottom line.
It slashed profit margins, decreased production
and cut inventories.
Recorded high quarterly profits at the end of
2009.

10.  Global leader in flat-panel TVs and
memory chips
 Number two player in mobile
phones.
 Expanded in almost every
category.
 Surpassed Sony in the Interbrand
brand ranking.

12.  Find new customers
 Look for more usage

15. Increase sales up to
$400 billion by
2020

16.  Focused on growing technologies
such as smart phones.
 Partnered with Microsoft’s
Windows Mobile and Google’s
Android software.

17. Green partnership with Microsoft to
create energy-efficient computers

18. Samsung is diversified across semiconductors,
mobile phones, consumer electronics and a
lot of other areas. Thus they have multiple
places where they can grow demands,
customers and thus increase sales.

19. The recorded sale of company is $110
billion in 2008, in order to achieve its goal
22% annual growth rate is required.

20.  Expand innovatively in every category.
 Manufacture energy efficient products.
 22% annual growth to attain its goal.

21. Created by Pranjali Thakare, IIT Bombay, during
a marketing internship by Prof. Sameer
Mathur, IIM Lucknow