最新三星战略分析最全版.docx
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最新三星战略分析最全版.docx
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最新三星战略分析最全版
三星战略分析(最全版)
StrategicAnalysisonSamsungElectronics
Ⅰ.BriefIntroduction
SamsungGroupisadiversifiedgroup,withoperationsinvarioussectorssuchaselectronics,financialservices,chemicalsandinfrastructure.Samsunghasoperationsacrosstheworld.ItisheadquarteredinSeoul,SouthKoreaandemploysabout276,000people.
SamsungElectronicswasfoundedin1969inSouthKoreawithSamsungGroupasitslargestshareholder.10yearsago,thebrand“Samsung”wasjustasymbolforcheapelectricalapplianceamongconsumersbutnowitbecomesoneoftheleadersinhigh-techdigitalproducts.
In1992,SamsungElectronicsbeganmanufacturinginChina.SamsungsetupSEHCinHuizhou.Sincethen,SamsunghasbeeninvestinginChinaandkeepingcooperatingwithoperationsinChina.Nowadays,ChinaisthecountrywhichSamsungputmainmoneyinto.
Ⅱ.StrategicEnvironmentAnalysis
i.ExternalEnvironmentofSamsung
1.GeneralEnvironmentAnalysis
ThegeneralenvironmentofSamsungincludesfourterms:
Political/legalsegment:
Astablepoliticalenvironmentshouldbeformedforacompany,asthesituationwillprovideastabledevelopmentenvironment.Forexample,in2006Chinahasbroughtsomenewpoliticaldecisions.Oneistoprotecttherightsofconsumers;theotheristopromotethecompetitionenvironmentwhichismoreequitable.
Astothelegalforce,New“TelecommunicationLaw”isdraftingoutandthislawincludeslotsofconstraintarticlesforelectronicindustry.
ForSamsung:
TheenvironmentcouldmakeSamsungchangeitsmarketintomorestablecountriessuchasChina.Andnewcompetitionpolicywouldletitchangeitsstrategyincompetitionespeciallyinprice.
Economicsegment:
Globaleconomichasalreadycameintotardinessphase,problemsofhighpriceofoil,globalimbalanceandtheincreaseofhighpublicliabilityofdevelopedcountrywouldmaketheeconomicinstable.Thefinancialcrisishappenedin2008hasalreadyprovedthis.However,theGDPofwholeworldincreaseintensively.Thismightimpactanorganizationinlotsoftermssuchassupplierandcustomer.
InChinaeconomicincreasedintensivelyduringthelastfewyears.GDPofChinanearlyupto10.1%in2010.ThustheenvironmentofeconomicenvironmentinChinaisgoodfororganizations.
ForSamsung:
Itwouldbeimpactedheavilyfromthedecliningofglobaleconomic,however,inChina,stableandincreasingmarketwouldletSamsungputmorefocusonit.AndthepriceofSamsung’sproductsshouldbechangedforthedifferentconditionofthedifferentcountries.
Technologicalsegment:
Generallyspeaking,technologynowadayscouldbedescribedashugenewtechnologycomingforth,especiallyinglobalinformation.Andthepaceismoreandmorefast.Theamalgamationofinformationsciences,lifesciences,mattersciencesandcognitivesciencesmadeinformationtechnologyusedinmoreareas.
Demographicsegment(inChina):
Wecanunderstandthedemographicdistributionfromthetablebelow:
Gross
Percent
City
665575306
49.68
County
674149546
50.32
Male
686852572
51.27
Female
652872280
48.73
Age0-14
222459737
16.60
15-59
939616410
70.14
Olderthan60
177648705
13.26
Sum
1370536875
Fromthetablewecouldseethatpopulationincountiesislargerthanincities,maleandfemalenumbersareapproachingtoabalanceandthelargestamountofpeoplearelocatedbetweenage15to59.ThismeansmorepotentialmarketsareengenderingbytheincreasingofpeopleinChina.
ThegovernmentofChinaalsodoeshisbesteffortonpublicsanitationandspeedupthedevelopmentofeducationtheseyears.Asaresult,thepeoplequalityinhealthaspectandeducationaspectbothincreasequickly.
ForSamsung:
HugepopulationgivesSamsunglotsofnewopportunities.Asanelectronicindustry,Samsungputmostofitsmarketinareaswhichhashighearningssuchasbigcities.MorepeopleincitiesthanbeforewouldenrichSamsung’smarket.Also,potentialmarketandpotentiallabormarketwouldbegivensincetheincreasingofcitypopulation.
2.IndustryEnvironmentAnalysis
Porter’sFive-ForcesModelofIndustryCompetition
Specifically,theindustryenvironmentofSamsungalsoincludesfourterms:
Threatsofnewentrants:
Asweallknow,therearelotsoforganizationsdobusinessinelectronicindustryandthismarkethadalreadysaturation.Electronicproductionneedshighcost,sothestrengthofentrybarriersisveryhuge.Inthiscaseitisnotsoeasyforotherorganizationstoenterthisindustry.
Inaddition,intheareaofappearancefeworganizationscoulddobetterthanSamsungandthismakeSamsunghasalargeamountofloyalconsumers.
Threatofsubstituteproduction:
ThesubstituteproductionofSamsung’selectronicproductioninChinaincludesNokia,Moto,Sony,LG,Siemens,TCLandsoon.
LGandTCLcouldnotimpactSamsungheavilybecausethefeaturesoftheseorganizations’productshavenotcatchupwithSamsung’snowandeveninthefuturefewyears.WhichcouldbethreatstoSamsung’selectronicproductionactuallyareNokia,MotoandSony.Theseorganizations’productshavewonderfulfeaturesandtheirownloyalcustomers.
Bargainingpowerofsuppliers:
Samsungisanintegrativecompanythusithasitsownsupplierlink.SupplierlinkwhichmakesSamsungproudthemostletSamsunghasverylittleimpactonthebargainingpowerofsuppliers.Theyonlyneedtocareabouttherawmaterials.
Bargainingpowerofbuyers:
Becauseofthestableeconomicandpoliticalenvironment,thetargetmarketofSamsung’sproductswouldstayinadynamicbalance.Wealsocouldseethat,economicisincreasingfast,withthebuyingbehaviorofhighearninggroup,therewouldbelargeamountsofpotentialmarketexistforSamsung.
ii.InternalEnvironmentofSamsung
1.InternalResources
Tangibleresources:
◆Financialresource:
ThroughfinancialanalysisofSamsung,wecanseethatitisnowinastrongfinancialposition.Asthedatashows,Samsunghashighamountoftotalassetsandnetsales.Althoughitsdebtisn’tinaverylowlevel,itsnetincomestillkeepsgrowing,reachingto13.8billiondollarsin2009.Organizationsinsuchastrongfinancialpositioncanbemoreresponsivetonewopportunitiesandnewthreats.
◆Technologicalresource:
InnovationiscrucialtoSamsung'sbusiness.Asnewtechnologiesarebeingconstantlyintroducedtothemarket,speedisessentialforremainingcompetitiveintoday'sdigitalera.Incaseofthat,Samsung’sR&Dcentersaresetupallovertheworld.TheR&DnetworkspanssixSamsungcentersinKoreaand18moreinnineothercountries,includingtheUnitedStates,theUnitedKingdom,Russia,Israel,India,JapanandChina,aswellasotherresearchcentersanduniversities.Thesecentersaretaskedwithhiringtop-notchlocaltalent,investigatingthelatestlocaltechnologytrends,andbringingtolifethosetechnologiesthatmakethegreatestbenefits.
Intangibleresources:
◆Humanresource:
OneofSamsung'sstrongestassetsistheteamoftalentedresearchersandengineers.MorethanaquarterofallSamsungemployees—42,000people—workeverydayinresearchanddevelopment.Whenemployingpeople,Samsungputshisfocusonemployees’senseofresponsibilityasitisthecorevalueoutlookofSEC.Samsungselectpeoplewhohavegoodmoralsandbeinnovated.Anyway,employeesneedtobefitwithSamsung’sculture.Samsungnotonlyputshisfocusontheprocessofselectingemployees,butalsotheprocessoftrainingandeducatingemployees.Asstatisticsshows,Samsungcostsabout63,000,000dollarseveryyearonthetrainingofemployees.Inordertoattractpeoplewithabilitiesandretainthem,Samsungevenprogramsanall-aroundincentivesystemandascientificperformanceappraisalsystem.Thoseexpertswhohaveexcellentperformanceevengainhigherannualsalarythantopexecutivesandmanagers.
◆Uniquebrandreputation:
Samsung’sreputationisbasedonitscorporateculture.Asweallknow,itsvisionistoleadthedigitalconvergencerevolutiongrowingtobethebestanditsmissionistobecomeabestDigital-εcompany.Here,εmeansmostefficientproductivemanagement.Furthermore,Samsung’sserviceconceptionistokeepstrongcontactwithcustomersandmaketheirbesteffortstosatisfywithcustomers.AlltheseoperatingphilosophiesgainalotofreputationforSEC.
2.ValueChainAnalysis
Procurement
HRM
Procurement
TechnologyDevelopment
3.CoreCompetenciesAnalysis
Administration
Samsung’scorecompetenciesareasfollows:
◆Innovation:
SpeakingofSamsung’sresplendence,almosteverymanagerorordinaryemployeewillrefertothewell-knownremarksbyKun-HeeLee,thechairmanofSamsungGroup,“Exceptwifeandchildren,allthethingshavetochange.”In1993,Kun-HeeLeeconductedthe“NewManagement”program.Throughcontinuousindoctrinizationoftheconsciousnessofcrisisandtheconceptthatonlythosewhochangecanpossiblysurvive,Samsung’scorebusinessbeguntochangefrommassimitationalproductiontoindependentbranddevelopmentbasedondigitaltechnology.Duringitscoursetobecomeaworld-classcompany,Samsunghasneverstoppedinnovationandtransformation.In2001,inordertocopewiththefast-changinginformationage,theprogramof“DigitalManagement”wascarriedout.In2002,SamsungimplementedtheWowProductsysteminordertomaintainitsleadingpositionthroughthedevelopmentofaseriesofhigh-tech.InnovationnowhasbecomepartofSamsung’sspiritandcultureandhasbecomethedrivingforceofSamsung’sfirmandcontinuoustransformation.
◆TriangleManagementStructure:
SamsungGroupcreatesa“trianglemanagementstructure”inthe“NewManagement”programaimingattheintegrationofknowledgecapital.Insuchastructure,CEOKun-
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