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SAMSUNG
GROUP 5
HOME APPLIANCE INDUSTRYThe home appliance industry – which includes electrical
or mechanical devices used in a household – is a multi-
billion dollar industry, as the consumption of
household appliances worldwide is forecast to generate
nearly 590 billion U.S. dollars in revenues by 2020.
Leading companies of this industry include the Chinese
Haier Electronics Group, the U.S.-based Whirlpool, the
German Bosch and Siemens Group, the Swedish
company Electrolux, and the South Korean
multinational giant LG Electronics. industry is divided
into two sectors: major domestic appliances and small
domestic appliances.
HISTORY
• Samsung Electronics was founded in 1969 in Suwon, South
Korea as Samsung Electric Industries, originally
manufacturing electronic appliances such as TVs,
calculators, refrigerators, air conditioners and washers.
• By 1981, the company had manufactured over 10 million
black and white TVs.
• In 1988, it merged with Samsung Semiconductor &
Communications.
• Samsung Electronics is the global market leader in more
than 60 products, including semiconductors, digital
displays, mobile devices, computing products and home
SAMSUNG ELECTRONICS CO.
• Samsung Electronics Co., Ltd is a South Korean multinational
electronics company headquartered in Suwon, South Korea.
• It is the world's second largest information technology
company by revenue after Apple.
• Samsung Electronics has assembly plants and sales networks
in 80 countries and employs around 370,000 people.
• Chairman : Lee Kun-hee
• President and CEO : JK Shin
• Operating Income : ₩29.240 trillion
• Revenue : ₩201.870 trillion
PRODUCTS
STP (SEGMENT, TARGET & POSITIONING)
• target both high income family and
lowincome family, those have their own
power to demand Samsung products.
Segment
• Those willing to pay the premium pricing for
new technologyproducts and are highly
involved for a rich entertainmentexperience.
Target
• Samsung concept store,wide care network,
market making and category creation in
small townsPositioning
COMPETITORS
• Sony
• Panasonic
• LG
• Apple
SWOT ANALYSIS
Strength
• Samsung is the world’s most successful
electronics manufacturer. It is the world’s
largest manufacturer of television sets, liquid
crystal display (LCD) panels, mobile phones
and smartphones.
• Samsung has strong manufacturing and
marketing capabilities.
Weakness
 Some consumers view Apple products
as more advanced and dependable
than Samsung products.
 Some Chinese competitors are
catching up to Samsung in the
smartphone market.
Opportunities
 Growing middle class in developing world will
increase market for consumer electronics.
 New technologies.
Threats
 Declining or stagnating middle-class
incomes in North America and the United
States could reduce consumer buying power
in those key markets for Samsung
 Chinese manufacturers could emerge as
serious rivals to Samsung.
CONCLUSION
The conclusions drawn from the SWOT analysis were
that Samsung’s strengths carry more weight than its
weaknesses. If Samsung can properly exploited
opportunities that exist, it will navigate the threats with
no significant difficulties.

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Samsung

  • 2. HOME APPLIANCE INDUSTRYThe home appliance industry – which includes electrical or mechanical devices used in a household – is a multi- billion dollar industry, as the consumption of household appliances worldwide is forecast to generate nearly 590 billion U.S. dollars in revenues by 2020. Leading companies of this industry include the Chinese Haier Electronics Group, the U.S.-based Whirlpool, the German Bosch and Siemens Group, the Swedish company Electrolux, and the South Korean multinational giant LG Electronics. industry is divided into two sectors: major domestic appliances and small domestic appliances.
  • 3. HISTORY • Samsung Electronics was founded in 1969 in Suwon, South Korea as Samsung Electric Industries, originally manufacturing electronic appliances such as TVs, calculators, refrigerators, air conditioners and washers. • By 1981, the company had manufactured over 10 million black and white TVs. • In 1988, it merged with Samsung Semiconductor & Communications. • Samsung Electronics is the global market leader in more than 60 products, including semiconductors, digital displays, mobile devices, computing products and home
  • 4. SAMSUNG ELECTRONICS CO. • Samsung Electronics Co., Ltd is a South Korean multinational electronics company headquartered in Suwon, South Korea. • It is the world's second largest information technology company by revenue after Apple. • Samsung Electronics has assembly plants and sales networks in 80 countries and employs around 370,000 people. • Chairman : Lee Kun-hee • President and CEO : JK Shin • Operating Income : ₩29.240 trillion • Revenue : ₩201.870 trillion
  • 6. STP (SEGMENT, TARGET & POSITIONING) • target both high income family and lowincome family, those have their own power to demand Samsung products. Segment • Those willing to pay the premium pricing for new technologyproducts and are highly involved for a rich entertainmentexperience. Target • Samsung concept store,wide care network, market making and category creation in small townsPositioning
  • 8. SWOT ANALYSIS Strength • Samsung is the world’s most successful electronics manufacturer. It is the world’s largest manufacturer of television sets, liquid crystal display (LCD) panels, mobile phones and smartphones. • Samsung has strong manufacturing and marketing capabilities. Weakness  Some consumers view Apple products as more advanced and dependable than Samsung products.  Some Chinese competitors are catching up to Samsung in the smartphone market. Opportunities  Growing middle class in developing world will increase market for consumer electronics.  New technologies. Threats  Declining or stagnating middle-class incomes in North America and the United States could reduce consumer buying power in those key markets for Samsung  Chinese manufacturers could emerge as serious rivals to Samsung.
  • 9. CONCLUSION The conclusions drawn from the SWOT analysis were that Samsung’s strengths carry more weight than its weaknesses. If Samsung can properly exploited opportunities that exist, it will navigate the threats with no significant difficulties.