Samsung was founded in 1938 in Korea and initially exported agricultural products. It entered manufacturing after the Korean War to help rebuild the economy. Samsung Electronics was established in 1969 and focused on electronics, helping Korea's economy grow and enabling exports. By the 1980s, Samsung became a comprehensive electronics company with global plants and began semiconductor and mobile businesses. Its vision is to inspire the world through new technology, innovative products, and creative solutions. It aims to reach $400 billion in sales by 2020, which is feasible given its leadership in smartphones, TVs, and memory chips and potential to expand to new markets like healthcare.

1. CASE STUDY
SAMSUNG
CHAPTER 11
MALAYSIAN GRADUATE SCHOOL OF ENTERPERENEURSHIP & BUSINESS
SUBMITTED TO
Dr. Bidin Chee Bin Kifli
SUBMITTED TO
Dr. Bidin Chee Bin Kifli

2. Samsung Group
• Founded in 1938
– exporter of dried fish, vegetables, and fruits
– flour mill and confectionery machines
• 1950’s Economic Stabilization
– Korean War - Samsung lost all assets
– aimed to help rebuild Korean economy; entered the
manufacturing industry (sugar, fabrics)
– became a leader in modern business practices (recruiting
from outside)
• 1960’s Expansion of Key Industries
– entered electronics and chemical industries
– 1969 established Samsung Electronics Co.

3. Samsung Electronics
• Established in January, 1969
• 1970’s: Bet the future on electronics
– laid the groundwork for electronics in Korea
– helped the domestic economy grow
– paved the way for exports
• 1980’s: A more comprehensive electronics company
– established plants in Portugal and US
– established Semiconductor and Communication corporation
– began memory chip business
• Early 90’s: Integration and Globalization
• Mid-Late 90’s: Implementing new management
strategies
• New Millennium: Digital Vision

4. Introduction
Samsung Electronics is a South Korean multinational electronics and
information technology company headquartered in Samsung Town, Seoul.
With assembly plants and sales networks in 61 countries across the world.
Samsung has approximately 160,000 employees In 2009, the company
took the position of world's surpassing the previous leader Hewlett-
Packard Its sales revenue in the areas of LCD and LED displays and
memory chips is number one in the world. TV segment, Samsung's market
position is dominant. For the five years since 2006, the company has been
in the top spot in terms of the number of TVs sold, which is expected to
continue 0 and beyond in the global LCD panel market, the company has
kept the leading position foresight years in a With the Galaxy S model
mobile phone, Samsung's smartphone lineup has retained the second-best
slot in the market for time. In competition to Apple's iPad tablet, Samsung
released the Android powered Samsung Galaxy Tablet .

5. 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 Elect commitment to its
communities by leveraging Samsung's three strengths: "New
Technology Innovative Products," and "Creative Solutions."
And to promoting new value for ung's core networks industry.
and Employees. Through these efforts Samsung hopes to
contribute to a better world and a richer experience for all.

6. Q1. What are some of Samsung’s greatest competitive
strengths?
Throughout Samsung’s existence, the brand evolved with the
changing times resulting in various competitive strengths. In the
beginning, Samsung focused on volume and market domination
to help expose the Samsung brand as a true competitor against
other powerhouse brands like Sony and RCA. Then, after the
Asian financial crisis in the late 90s, Samsung switched
strategies by cutting company fat, emphasizing product quality,
and manufacturing flexibility This newly found strength
allowed Samsung to maximize their product turnover ratio to
less than six months. More recently, Samsung’s greatest
competitive strength comes from a combination of research
towards innovations technology, key partnerships with Sony and
Microsoft, and their successful ad campaigns/sponsorships.

7. Q2. Samsung’s goal of $400 billion in sales by 2020 would
bring it to the same level as Wal-Mart. Is this feasible? Why
or why not?
We did not see reason why Samsung would not be able to
reach their goal of $400 billion in sales by 2020. Samsung is
currently the 9 th largest global brand and 1 producer in
smartphones, TV’s, and memory semiconductors (Samsung
Tomorrow). Their leadership position in these particular
segments of the market suggests the brand will thrive once it
expands into new areas such as the health care and home
energy markets. The health care and home energy markets are
multi-billion dollar markets getting much attention in today’s
world due to serious social and environmental issues.

8. Recommendation
• To control standard and quality could be quite hard .The
global business is supply chain offering consumer views of
its products. It is also important for recruitment and selection
process
• They should be increase mobile and computer markets.
• They should increase international expansion.
• They should increase online business and give more details.
• The size and scale of global business: It should be increase
the size and scale of the global business of Samsung's
electronic brands.

9. Conclusion
Samsung is a famous global company. It has manufactured electronics
goods and other concrete goods. It is a well-known brand because of its
service, excellent employees, Innovative reliable product. A responsible
approach to business and global citizenship and globalization with
partners and customers. Samsung is taking the world in progressive
direction for new generations. The mission of Samsung is to be the best ?
Digital electronic company?. It complies with low and ethical standard
cares environmental health and safety, Maintain a clean organized culture
value and respect to customer share holders ,steak holders , employees
and socially responsible co- operative citizens. So It is trying to be the
best brand in the field of electronics materials in the world by improving
its size , price quality, capacity or power of the devices.

10. SAMSUNG LOGO