human resources
NORGES HANDELSHØYSKOLE
Bergen, 25 May 2009
Analysis of Samsung
Notebook Strategy
Case study for Samsung Notebook
Rui Xu
Veileder: Svein Ulset
Msc in International Business
NORGES HANDELSHØYSKOLE
This thesis was written as a part of the Master of Science in Economics and Business
Administration program - Major in International Business. Neither the institution, nor the advisor is responsible for the theories and methods used, or the results and conclusions drawn, through the approval of this thesis.
2 / 76
Contents
Contents .................................................................................................................................... 3
1.Introduction ............................................................................................................................ 6
1.1 Background ...................................................................................................................... 6
1.2 The Purpose and rationale of the paper ......................................................................... 7
1.3 Methodology of Case Study ............................................................................................ 7
1.4 Disposition ....................................................................................................................... 7
2. Theory .................................................................................................................................... 9
2.1PEST Model ....................................................................................................................... 9
2.2 SWOT Analysis ................................................................................................................. 9
2.3 4P’s Mix ......................................................................................................................... 10
2.4 Porter’s five forces
Bergen, 25 May 2009
Analysis of Samsung
Notebook Strategy
Case study for Samsung Notebook
Rui Xu
Veileder: Svein Ulset
Msc in International Business
NORGES HANDELSHØYSKOLE
This thesis was written as a part of the Master of Science in Economics and Business
Administration program - Major in International Business. Neither the institution, nor the advisor is responsible for the theories and methods used, or the results and conclusions drawn, through the approval of this thesis.
2 / 76
Contents
Contents .................................................................................................................................... 3
1.Introduction ............................................................................................................................ 6
1.1 Background ...................................................................................................................... 6
1.2 The Purpose and rationale of the paper ......................................................................... 7
1.3 Methodology of Case Study ............................................................................................ 7
1.4 Disposition ....................................................................................................................... 7
2. Theory .................................................................................................................................... 9
2.1PEST Model ....................................................................................................................... 9
2.2 SWOT Analysis ................................................................................................................. 9
2.3 4P’s Mix ......................................................................................................................... 10
2.4 Porter’s five forces