Samsung Company


Samsung is a Korean based company that specializes in the manufacture of a wide range of Surf electronics such as televisions, laptops, mobile communication devices, and home accessories. Samsung also engages in the production of chips, semiconductors, hard drives, and flash memory devices for companies such as Sony, Apple, Nokia, as well as HTC. Samsung’s mission is conveyed through the philosophy of the company; “to devote our talent and technology to creating superior products and services that contribute to a better global society” (Samsung Electronics Sustainability Report, 2017). “Inspire the World, Create the Future,” is the company ‘s vision to create superior services and products in the global communities. Samsung aims to reach 400 billion dollars and achieve world recognition as one of the top five brands in the globe.

Ranked the 107th country among the largest nations in the world, the Republic of Korea, mostly known as South Korea, is among the best sites for business operations, having a population of approximately 54.1 million people. South Korea is the best country as a potential market and site operation for Samsung because the country is its origin, and it also has the most loyal consumers. Samsung epitomizes both excess and success in the country, and the government supports its operations, making it a grown business titan in the world. The company is also the most profitable in the country generatingup to 19 million dollars in profits from its sells. Therefore, South Korea is the best place for Samsung.

Because of its competitive advantage, Samsung is among the world’s largest multi-billionaire companies holding position one of the top three. One of its competitive advantages is that the company is always on the look for its consumers need ahead of its competitors. The engineers are dedicated to creating innovative products that meet the demands of the customers and also work on new technologies for leading future markets. The company also has a strong patent portfolio in addition to its solid financial position, making it consistent throughout the years. Samsung is also diversified with a wide range of products through its combination of the American and Japanise Strategies.

Company Strategy

Samsung has, over the years, introduced different kinds of smartphones into the Australian market and is set to launch a new brand; the Samsung Galaxy Note 9. With the highly competitive market in South Korea, the market trend is the release of new products annually, which allow consumers to update their products. The creative strategy, therefore, depicts Samsung as the bold, progressive innovator, that is unafraid of taking risks that result in consumer satisfaction. The media strategy used by Samsung mainly disseminates information that speaks about the value and quality of Samsung products to users, and processes involved in their development. This strategy utilizes a media mix in which television advertisements, magazines, the internet, and social media will be the main channels.

Strengths and weaknesses

Samsung’s first strength is a wide range of product portfolio. Samsung manufactures mobile phones, tablets, TVs, camera, printers, memories, and other home appliances. Secondly, Samsung holds a significant market share in most of its products categories, therefore generating higher profits. Samsung is an innovative company that manufactures high-quality products for customer satisfaction (Dudovskiy, 2017). However, one of the company’s weakness is the shortage of software and an Operating System, which causes its dependence on other companies for these products. Strong technological and dynamic capabilities characterize Samsung, and through innovation and research, the company provides high-quality products for its customers (Jaeyong et al., 2016). Based on Samsung’s industry analysis, the experiences a strong competition from companies such as Apple, BlackBerry, HTC, Nokia, LG, Sony, and Lenovo. The threat of new entrants is relatively low due to a large market share and high capital requirement.

Korea’s Political, Economic, Cultural and Legal Forces and their Impact on Samsung Electronics Industry

            South Korea is a high-income economy with a nominal GDP PPP of approximately 2.139 trillion dollars and GDP of about 1.655 trillion dollars (Clifford, 2016). However, the ongoing global crisis has denied the most developed countries consumers purchasing power, forcing Samsung to seek other ventures that are profitable in the emerging markets. The company has to reorient its strategies accordingly due to the microeconomic environment in South Korea. The political environment of South Korea, in which Samsung operates is conducive for its operations despite some few instances like the tensions from North Korea. Samsung had to take into account not only the threat of war but also the political instability in the Korean Peninsula.

Despite the global footprints of Samsung, the remains strongly imprinted by all Korean moral structures and concepts. Korean culture mostly values individualism, which incorporates the strength of ties existing between people in the community. South Korean people usually take responsibility for each other’s well-being, which is also evident in the corporate culture of Samsung. However, given the sociocultural difference in many countries, the company has to operate in a market niche influence by the culture if those countries. Apart from the cultural forces, the company has faced heavy penalties and lawsuits following its allegations on imitating Apple iPhone and IPad. This majorly affected the consumer’s perception and loyalty to their strategies. Therefore, the company has been struggling on how to remove itself out of the legal maze to avoid more lawsuits.

Marketing and International Strategy

Consumers still perceive Samsung as a brand with hence value, and hence, they are more inclined to it because of its marketing strategy. Samsung uses ads that feature sophisticated yet lively and fashionable color palettes that capture the attention of not only those reserved consumers who would want to appear as elegant and with a higher-order social class but also the extroverted consumers with a deep belief for fun while taking control of their life. Where applicable, feedback, and interaction between the brand and consumers take place. The company other marketing channels include social media, internet, TV, and Magazines. The International strategy of Samsung can be described as a high rate of cost efficiencies and global integration. Depending on the local cost, the company builds its manufactures in the ideal places on each continent. It also uses standardized.

Samsung smartphones became the fastest growing brand on the has become market. However, Samsung smartphone’s market has been facing stiff competition from Apple since 2017 (Dunn, 2016). Other Smartphone competitors In the Australian market include Telstra, Microsoft, HTC,  Alcatel, and Huawei. According to Gartner data cited in (Lovejoy, 2017), recent entry of Oppo, Xiaomi, and vivo smartphones saw Samsung’s market share decrease from 23.3 percent to 20.7 percent.





Cavallini, L., (2017). Smartphone Industry: Analysis of Samsung’s Dominance. Retrieved from

Clifford, M. L., (2016). Troubled Tiger: Businessmen, bureaucrats, and generals in South Korea. Routledge.

Dudovskiy, J., (2017). Samsung SWOT Analysis: Strong Financial Position and Leadership in Global Display Market – Research-Methodology. Retrieved from

Dunn, J., (2016). Samsung’s share of the high-end smartphone market may be starting to slip. Retrieved from

Lovejoy, B., (2017). Apple & Samsung lose smartphone market share as Chinese brands continue to grow. Retrieved from

Samsung Electronics. (2017). Samsung Electronics Sustainability Report, 2017. Jung-gu. Retrieved from

Song, J., Lee, K., & Khanna, T. (2016). Dynamic Capabilities at Samsung: Optimizing Internal Co-opetition [Ebook] (58th ed., pp. 118-140). Retrieved from

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