Samsung Busines Strategic Report

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INTERNAL AND EXTERNAL AUDITING MARKETING REPORT PLANNING THE FUTURE MARKETING STRATEGIES FOR SAMSUNG TELECOMMUNICATION COMPANY

PREPARED BY: SABRINA A. MDEMU
L1165AAAA1010

Appendix………………………………………………………………………2.

Executive summary…………………………………………………………..3. Introduction
* Vision of Samsung……………………………..4.
* Statistics and research figures…………………5.
Recommendation on internal and external auditing for future marketing strategies * Internal auditing
* SWOT analysis………………………………...7.
* BCG Matrix strategy…………………………..10.
* External Auditing
* PESTEL Analysis……………………………..11.
* Generic Competitive Strategy………………...13.
* Porter’s five forces…………………………….14. Conclusion………………………………………………………………………14 References………………………………………………………………………16.

Executive Summary
The purpose of this report is to give an advice to my prospective clients Samsung mobile Communication Company on how to undertake the internal and external marketing auditing as there first step in planning future marketing strategies. I have chosen Samsung as my client because it’s one of the best companies that is doing really well in the electronic product market, especially on Mobile phones. This is the area we will concentrate and talk about in details. We will give advice specific on future marketing strategies and also show their recently net sales and incomes, and how they contribute to the communities.

INTRODUCTION
Samsung started as a small export business in 1969 from Taegu, Korea, and from there it has grown and become the top 20 leading electronic company, basing on digital appliances and media, Semi-conductors, Memory and System Intervention. Samsung is now the most popular and known brand with so many products such as Mobile phones, Televisions, Laptops and PC’s, Fridges, printers and etc. VISION

It has three key strength
* New Technology
* Innovative products
* Creative Solution
In Addition
* Promoting new values for Samsung core network
* Industry
* Partners
* Employees
By this spirit, Samsung hopes to bring a better experience to the communities. DIAGRAMS

Samsung has come with a plan of making up a revenue of $400billion and become top 5 brand in the world in 2020.

FINANCIAL HIGLIGHTS ACCORDING TO SAMSUNG REPORT IN 2010
AMOUNTS IN BILLIONS| WON| DOLLARS| EUROS|
Net Sales| 254,561.5| 220.1| 165.9|
Total Assets| 391,391.9| 343.7| 258.7|
Total Liabilities| 230,688.5| 202.6| 152.5|
Total Stock holder’s Equity| 160,693.5| 141.1| 106.2| Net Income| 24,497.9| 21.2| 16.0|
| | | |

CHARTS ON NET INCOME AND NET SALES IN 2010

Focusing on the Mobile phones sector. According to the 2010 statistics, Samsung had: - 190,500 employees * Made $135.8 billion in 2010(consolidated basis)
* Net income of $ 13.9 billion.

RECOMMENDATION ON INTERNAL AND EXTERNAL AUDITING FOR FUTURE MARKETING STRATEGIES On auditing something that’s very important to look at are the Consumers. What do they want then come back and look at your company on what you good at. Then check your competitors on what they have that you don’t have and the vice versa is true. This brings to what’s called SWOT analysis on internal auditing.

INTERNAL AUDITING
SWOT Analysis (STRENGTH, WEAKNESS OPPORTUNITIES AND THREATS)

STRENGTH
* Its Heavy advance electronic products are way up to date and they fit on the today’s world. * It uses advance technology on its electronic products and meets the demand. * The good thing with Samsung, they know what their customers want, so it’s easy to produce what you can sale. * Samsung are good in innovation and coming up with new products every day in the market which this attracts more customers and even grab other customers from other brands, example when they came up with the Samsung Galaxy s2, this phone has more futures and advantages compare to IPhone. This includes the battery life and application as well. *...
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