Samsung Corporation: Analysis Report
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Executive summary
Samsung Electronics is a South Korean based multinational company that has been in the technology industry for the last 34 years. In an effort to be able to increase the market share control and customers, the company has been dedicated to continuous improvement in the level of telecommunication technology and home appliance.
The company is publicly traded and is the largest in the industry in terms of revenue. Even though the company has strict ethical codes and environmentally friendly policies it still has plenty of room for improvement. The company has been able to achieve flexibility which is very vital in the industry.
The current performance of the company is termed to be the best it can get, this is mainly because the increase in the resources used in any company leads to diseconomies of scale that finally result in losses.
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Company Profile
Samsung electronics formerly known as Samsung Electric Industries was founded in 1969 and rebranded in 1988 when it increased the variety of products offered to the consumers. It is a multinational company and was termed as the world’s largest multinational company in the year 2009 in terms of revenue plow back. Its headquarters is in Suwon, South Korea. The company’s ticker is KOSPI and is traded as KRX: 005930, KRX: 005935, LSE: SMSN, LSE: SMSD.
The company shares are not traded in the US stock exchange market even though it is a multinational company. In case one wishes to acquire shares a Korean broker is used to make the transaction successful, this is because the company is only publicly traded in Korea (Michell, 2010). The notable individuals of the company currently are; the chairman Mr. Lee Kun-hee, the vice chairman Lee Jae-Yong, the vice chairman and the CEO Kwon Oh-Hyun. The chief financial officer is Jung Tae Moon. Currently, the company is said to earn revenue of $201.103trillion, it has an operating income of $29.049trillion and has a profit of $23.845trillion. the dividends are issued on a yearly basis, the last one issued was at $0.246 yield. There has not been another one issued since 2011 by the company (Michell, 2010).
The mission statement for Samsung Inc, inspire the world, create the future. As part of its mission, the company has a vision of commitment to inspire communities around the world by using the three main company strengths; these include new technology, innovative product, and creative solution. This is meant to increase the experience that the consumers get from the products manufactured by the company.
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Industry Profile
The company has diversified and is currently known as the Samsung Inc, which is a subsidiary of the Samsung group companies initially started in 1969. The company is in the consumer electronics, home appliances, telecoms equipment, and semiconductors industries. It has diversified in order to increase market share and revenue at the same time (Michell, 2007).
a). Market Sector
The market for the Samsung products is global given the fact that it is a multinational company, however currently; a bigger part of the targeted market is the young people who are believed to be highly interested in electronics and smartphones. The target market, in this case, can be the technologically global population that is interested in increasing the performance of their personal and home appliances. The fact that the company has heavily diversified into different products makes ensures that it increases the level of competition. There are basically two great competitors for Samsung products; these include the Japanese Sony company is also multinational and Apple Inc. Japanese company competes in the production and sale of home appliances like TV, Radio, music systems, home theatre, while Apple Inc competes in the production of smartphones (Chang, 2011).
In the same industry of smartphones, Nokia is slowly coming up and producing smartphones at a cheaper price as compared to Samsung however the quality cannot be compared. In the home appliances sector, the company that is lagging behind is the Sanyo company based in Kuwait. This is because the products are no longer acting as a threat to Samsung’s products (Chang, 2011).
b). Industry Sector
Samsung currently is a multinational company that is very famous in both emerging and emerged markets globally. The company produces technologically advanced products and it is very flexible to the extent that the chairman confessed that the products the company is making currently will no longer be in use ten years from now (Michell, 2007). In order for a company to be able to launch into the industry it must be;
- Properly oriented into technology- This is because the improvement in technology is the main basis of the industry. In this case, it should be technology intensive.
- The flexibility of the company- this is to ensure that changes in technology, taste, and preference of consumers can easily be incorporated into the structure and functioning of the company.
- It should be capital intensive- the industry requires a company that is capital intensive because technology and new inventions are expensive to start and to maintain as well.
c). Stock Performance
Sale of stock for the company is restricted to South Korea only. This is because the company is based in South Korea and it has its headquarters there. South Korea is known to be a habitat, where innovation and invention in terms of technology is an everyday occurrence. The following is the mean stock performance for the company shares over the last six months;
| The current value of shares as per SE: KRW | 1,485,000.00 |
| High | 1,502,000.00 |
| Open | 1,502, 000.00 |
| Low | 1,472,000.00 |
| Previous Close | 1,499,000.00 |
| Volume | 160186 |
| Return | +11.34% |
d). Graphical Illustration
- Sony Electronics
- Samsung Electronics
- Apple Inc
e). Global Presence
The company has established a competitive edge in the world of technology appliances globally. This is because based on revenue and market share control it is termed as the biggest and fastest growing respectively. Each and every company in the technology industry seeks to compete with the company.
At the same time the ethical and environmental concerns, embraced by the company has greatly influenced the moral code and environmental consciousness of other companies as well (Chang, 2011). This is because Samsung Inc is known for campaigning for keeping the environment clean by use of biodegradable substances and the use of renewable energy sources.
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Current Events and Future Outlook
Currently, the company is involved in the modification of smartphones; this has led to the establishment of the tablet and the Ipad. These are products that have the features of a laptop and that of a smartphone but are very portable.
a). Goals for the Company
The company has several goals and objectives to be achieved. The first goal is to ensure that Samsung Inc becomes the largest company in terms of revenue, operating income and profit plow back (Michell, 2007).
The goals of the company are based on the following values;
- Dignity and respect of the environment and encourage the entrepreneurial spirit
- Continuous career, skill and technique development
- Maintenance of an ethical code and social responsibility.
Some of the core objectives;
- Growth, development, and expansion of the core activities of the company in the different places where it has been launched especially in the emerging markets in the same continent the headquarters are based in.
- Increase market share control globally, this can be by delving into the emerging market, producing affordable products that can easily be afforded by the clients. The products should be able to satisfy the customer’s tastes and preferences, this can be achieved by conducting research on any new market.
- Create customer loyalty and client insistent on the Samsung products.
- Partner with other international companies that will aid to increase innovation in the technology system. This will also increase the customers for the company’s products.
- Ensure investment in the technology facilities by increasing scientific research.
b). two Relevant Articles
Samsung Electronics snap profit decline October 12, 2007
Samsung Company announced the snap increase in the profits as a result of an increase in the sale of smartphones globally. The company reported a profit of $2.4billion in profit which was a clear 1% increase as compared to the previous quarter of the financial year (Chang, 2011).
The increase in the profit was a surprise to the financial analyst because it followed a three quarter profit decline that was reported as a result of poor reception of the smartphones in the global market especially due to their price level.
Prosecutors raids Samsung Electronics in Probe; February 14, 2008
Prosecutors are believed to have raided the headquarters of the Samsung Company in South Korea. This was after a special investigation team was put into place to look into the activities of the company including the inputs required for production. The company was accused of using cancer-causing ingredients in the production of smartphones and some of the home appliances.
The company was also accused of malpractices and unethical codes used in the manufacturing process. The investigation was meant to either confirm the suspicion or to refute the claims and make the company come out as the victim of circumstances. The company was also to be investigated in terms of the originality of the changes to be enacted in some of the products. This was because at the same time the company was being sued by LG for copying some of their patterns of manufacture without any prior notice or agreement with the LG company.
c). Outlook for the next three Years
In the next three years, the company is planning to establish the following objectives;
- Expansion into the camera industry – this is by partnering with the Kodak Camera company.
- Entry into Egypt as a market in the African continent. This will increase the variety of products that the company that will be produced by the company. This is because Egypt is a new market and in order to be able to cater to the tastes and preferences, there will be the establishment of new products.
- Increase in the number and variety of home appliances to be offered to the market.
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Recommendation
Samsung as a multinational company that is large in terms of revenue and brand name. Even though the future objectives are clearly set out, there should be at least the future plans of social and corporate responsibility. Corporate responsibility means that the company should be willing to manufacture and produce goods that will be able to improve the well being of the people in the market share.
Technology is an ever-changing aspect in the Samsung industry; this means that the company has to be really flexible; however, the level of flexibility should be limited to some level of predictability. This is because the changes in the products manufactured means that there will be less spare parts and the value of their products will decrease. In this case, the company should reduce the constant changes in the products in an effort to increase the market.
References
Chang, s. J. (2011). Sony Vs Samsung: The Inside Story of Electronics Giants, Columbia Publishers
Michell, T. (2010). Samsung Electronics: The Struggle of the Leadership of the Technology Industry, Orthodox Print Press, New York
Queich, A. J. Harrington, A. (2007). Samsung Electronics Company: Global Marketing Operations, Harvard Business School, Harvard University
Prosecutors raids Samsung Electronics in Probe; February 14, 2008
Samsung Electronics snap profit decline October 12, 2007, both retrieved from
www.articles.economictimes.indiatimes.com/keyword/Samsung-electronics
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