Samsung Case Study

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Samsung
1. Introduction:
Samsung Group is a South Korean multinational conglomerate headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliatedbusinesses, most of them united under the Samsung brand, and is the largest South Korean company. Samsung Group formed several electronics-related divisions, such as Samsung Electronics Devices Co., Samsung Electro-Mechanics Co., Samsung Corning Co., and Samsung Semiconductor & Telecommunications Co., and grouped them together under Samsung Electronics Co., Ltd. and many more. The group based on similar interest chose Samsung Electronics to analyze as brand of choice. 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. Nowadays, Samsung products can also be found in Mobile phones, computer devices, cameras/camcorders and other home appliances. 3.1 Competition

As Samsung manufactures nearly every electrical device available in the market, it faces stiff competition from many other electrical manufacturers such as Panasonic, Toshiba, LG Electronics, Hitachi etc., for home appliances and Apple, Nokia, Sony Ericsson etc., for personal devices. However, in the Asia region, Samsung has a distinctive brand value which consumers and retailers recognize, keeping the company amongst the top electronic companies around the world. 3.1.1 Major competitor

Samsung’s biggest current competition in hand phone department is Apple. The two giants has been involved in many lawsuits since Samsung launched its’ Galaxy series. It has an identical user-interface to the Apple Iphone as well as similar functions, such as a fully functional touch screen and many programs or “Apps”. While Apple users can download from iTunes, Samsung users download from Google-Play, right on their mobile phones. Apple has also sued Samsung over Galaxy Tab, which is similar to the iPad, both being larger touch screens without the phone functionality where consumers can enjoy a larger screen for work or play purposes. This lawsuit has caused Samsung to lose distributorship of the tab in several countries. Samsung’s biggest competitor for home appliances has been Panasonic for a long time, however in this tech savvy world, everybody has been turning to smart-phones for all their electronic needs and Samsung is no less. They have been focusing on their mobile line. What Samsung smart-phones offer, is a handset with all the functionalities of an Apple iPhone, if not better, at an more affordable price, which is why it is no surprise that consumers have picked up the Galaxy series easily, over-riding Apple’s shipments of smart-phones and taking over the largest market share of smart-phones from Apple since the first quarter of 2012 source: http://www.pcworld.com/article/254766/idc_also_says_samsung_grabbed_the_biggest_smartphone_share_in_q1.html. Samsung is an supplier as well as manufacturer, it is one of the biggest suppliers of Apple’s products strangely. According to this site, http://www.economist.com/blogs/dailychart/2011/08/apple-and-samsungs-symbiotic-relationship, 26% of an iPhone’s components come from Samsung. And as the oligopolistic competition continues, Apple has been known to be dropping orders from Samsung and turning to other suppliers instead, and Samsung has chosen to stop supplying batteries to Apple for the iPad and Macbooks. Although Apple has won its lawsuit against Samsung for infringing its’ patents, Samsung remains the largest market share as well as number one for the most sold smart-phones across the world. 3.1.2 Product substitutes

There are many product substitutes for Samsung products as the electrical market is huge, with endless innovations or established brands. Here are a few top choices for substitutes of a Samsung product- 1. LG is one of the leading competitors for Samsung on HDTVs( high...
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