Proposal
LGAlex1984
Samsug__1_.docx1examample2.pdf
Running head: SAMSUNG
Capstone Project Proposal
Samsung Company
Fazila Zavqibekova
BU 695, Graduate Capstone Project
Dr. Gordon
Herzing University
SAMSUNG
1 Abstract
(The Abstract will appear here) …
This paper will…
SAMSUNG
2
TABLE OF CONTENTS
Title Page No.
Abstract______________________________________________________________ 1
Introduction______________________________________________________ _3
Mission Statement__________________________________________________ __
_4
A. Organization Structure________________________________________ _ 6
B. Company Analyse________________________________________________ _7
Marketing___________________________________________________________ _ _9
Financial Analyses and Accounting______________________________________ _ 12
Business Law, Social Responsibility, and Ethics______________________________ 14
Conclusion and Recommendations________________________________________ __18
References_____________________________________________________________ 19
Appendix_______________________________________________________________ 21
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3
Introduction
The organization that I pick out for my research paper is Samsung, one of the innovative
company in the electronic market. There are numerous organizations in the market, and the
reasons for choosing the Samsung company is the fact that it has a high opportunity to lead the
market. Moreover, I am the loyal client of Samsung brand, which assists us to excess with
innovative technology with confined remedies.
According to Samsung electronics co ltd files patent application for electronic device
and method for analyzing face information in the electronic device (2017), Samsung Electronics
is a South Korean international company, specializing in Information Technology and Electronic.
The study further suggest that SEc is the flagship branch of Samsung Group which includes sales
networks in 61 countries and has roughly 160,000 employees. In 2009 Samsung company turn
into the globe biggest IT manufacturers. Its income from the display device and memory chips is
the highest in the world (Kim, 2017). Moreover, SEC from 2006 to 2010 have sold the most
televisions globally, and in 2010 it was estimated that this trend would continue. Furthermore,
with the Introduction of the Samsung galaxy s cell phone, for a significant period, the
organization was in second place regarding global sales figure. Also, Samsung has set up a noted
SAMSUNG
4 position in the tablet market by creating the Android-powered Samsung Galaxy Tab to rival with
the APPle"s iPad.
Apple is the leading organization in the electronic market yet for the extended time Apple
and Samsung have faced in every manner that matters rare in business history. For instance,
their blue war costing more than a one billion dollars and distributing more than four continents.
Samsung was giving rivalry the dominant organizations such as apple that is the significant
subject to come in a year. In the 1960's and 1970's, Samsung concentrated get together and era
capability, and in the 1980's and 1990's, the conferences moved to the accompanying level to
expand the devices and moreover its overall quality (Lewin, 2015).
This project will assist me to inquire more about the Samsung that I have been utilizing for
many years. I will learn about its vision to motivate the world to produce the future. Over novel,
valid goods and services, skilled individuals, accountable able access to commerce and global
citizenship, and partnership with associates and clients, Samsung is taking the world in fresh
creative directions.
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5
Mission and Vision
Vision and Mission statements are the most powerful and essential tool for company
prosperity. Organizations with the most excellent brand have a strong and efficient vision and
mission statements (Visinski, 2o13). Ashta (2018), supported Visinski's (2013) view and stated
that the vision and mission statements are crucial to organization's growth because they will
reflect the stories and the principles that a company believe in. According to Kopaneva (2013),
company’s Mission and Vision play vital roles in the life of the company and well being of its
staff. Guilty (2015) states that the company mission set by founding members and gives
company main objectives. Concerning vision, it provides a future picture of the company, and it
must be innovated to face altering needs of the environment.
Asia-pacific patient monitoring market outlook to 2018 - fetal monitors,
multiparameter patient monitoring, neonatal monitors, non-invasive blood pressure monitors and
others (2012), states that Samsung at the 2018 Consumer Electronic show defined its vision for
Intelligent Internet broadcasting. It was further suggested Samsung show its capacity to advance
Lot adoption through the transparent, constant, and intelligent platform. Hyunsuk Kim CEO of
Samsung claims that lot should be as easy as clicking a switch. This progresses will assists
customer comprehend the benefit of seamless and easy linked life. Also, he mentioned that the
Vision of the company is to "Inspire the world, create the future." With this vision, Samsung
stimulates its group by taking advantage of its main strength, original solution, advanced
SAMSUNG
6 product, and technology. Furthermore, the vision of Samsung to reach $400 billion in revenue by
2020 and will be ranked the globe's top five brands.
According to Shin and Kim (2015), Samsung new Mission Statement is “We will devote
our human resources and technology to creating superior products and services, thereby
contributing to a better global society." They further pointed out that Samsung Mission statement
stresses technology and human resources. That is people who comprehend their social
accountabilities, who use their full capabilities to assist in creating a better future for everyone.
Moreover, Samsung willingly confesses that its final objectives to produce incomes so it can
contribute to social and economic progress. They further reported that Samsung Mission
Statement concentrated in improving its brand and becoming the leader in the future markets. It
seems that Samsung is going to change its standing of being an organization which observing
another producer of new technologies and demand and follows them. This was visible when
Samsung was accused of iPhone rip-offs which breached several patents (Shin and Kim, 2015).
Organization Structure
SAMSUNG
7 According to Samsung electronics co., (2016), Samsung is one of the popular
electronic brands in the world. The company works in Europe, Asia, and the Americas. It Main
office is in Gyeonggi-do, South Korea and hired 96,898 people as of December 31, 2015. Its
further suggested that in 61 countries Samsung company has plants and sales. Moreover,
Samsung companies have set up leadership comprising high capacity memory, the next-
generation display device, and electromechanical component, Biotech Business Week.
According to Shin and Kim (2015), "Samsung turn into a compound management
scheme by using the western method of administration." Furthermore, he states that it has raised
its productivity by combining its products. Based on research of Shin and others the
management in the Samsung followed a stimulating direction in the organization. It hired more
workers and preserved a good quality by encouraging them with new motivations and new ways
of operating that produced excellent surroundings for them.
According to Shin and Kim (2015), Samsung has different concepts in separating its
departments. They are Qualitative administration, persuading representatives, approaches,
preemptive needs and critical exercises in the field administration. Additionally, it has
accomplished a creation framework in which an item can be performed in 2 days by generation
choice framework and generation brilliance framework.
Company Analyses
Leadership character at the Samsung company concentrated on the main choices and
SAMSUNG
8 people. The founder Byung- Chul Lee in 1960s ascended the significance of human resources.
He claimed that the main success of the company is its employees and they can define the fate
of the company(Shin and Kim, 2015). It further suggested that Samsung classifies quality
problems into the quality of output, staff and the quality of administration. It is a common belief
that the product quality directly influences the survival of a company in the market. Whereas,
Samsung has controlled according to the thought that improving the quality of employees and
management can improve the product and service quality.
Based on Shin and Kim (2015), research another quality of Samsung is making a
significant decision at the correct time. As Samsung built Samsung electronic Express Belt,
where units are interconnected with one another so they can cooperate promptly. The time take
to produce goods, create production system, increase production can be decreased significantly
in comparison to rivals due to fast and regular communication amongst Production Sectors and
Research and Development Sectors.
Regarding motivating people to reach a better quality, the double sourcing of Samsung
is a valid example. Elements manufactured in the company are bought from outside companies
at the same time. This method improves productivity and cuts cost (Shin and Kim, 2015). They
further acknowledged that Samsung Electronics did his accent on the business management
framework of forecasting and preparing for future changes. The corporation has dynamically
attempted to increase business management speed via Global SCM system.
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9
Marketing
According to Kotler and Keller (2012), Marketing Strategy is not easy, and it comprises
decisions of the product line, price setting, location for product sell and how much it should
spend on advertising. Morgan and Vorhies (2012), acknowledged that efficient execution
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10 marketing strategy is the primary determinant of the execution of a company working in
international markets. It further suggested, effective implementation of marketing strategy
facilitates export demand and financial performance. Moreover, marketing capabilities play a
vital role in accomplishment in export venture operations. Kim (2017), states that advantage of
Samsung regarding its products is that customer trust on it due to the way it had performed in the
past years. Issues with its products have been insignificant. Kim study further stated that the
service that Samsung provides is very fast. As a result of the Marketing Mix of Samsung, one of
the compelling points is the product portfolio.
Price and the Marketing Mix of Samsung
According to Shin and Kim (2015), due to the presence in diverse product categories,
Samsung has different pricing strategies. It required to divide the pricing strategy and match it
with the items that are used for. Kim (2017), the states Samsung smartphones are the market
leader regarding the feature Nad USP they provide. The new Samsung Note 3+ Gear is another
entrant in the market which is attractive for people. Therefore utilizes Skimming Price for this
items to obtain high value in the beginning before rivals overtake. After the item become old or
rival produced the same product, it decreases the cost immediately.
Eric (2014), states that Samsung uses a different kind of promotions. As a company, it
believes in attracting customer through advertising and at the same time via sales promotion it
pushes the item to the consumers. Samsung uses diverse marketing strategies as well as gives
numeral offers and discount to bit its rivals. It further suggests that Samsung's Marketing mix is a
SAMSUNG
11 good example for marketers as this company is advancing as it has multiple products at once as
all these items may turn into income drivers for an organization. Moreover, Pull technique
beneficial for a long time.
Advertising
Fedorenko (2012), acknowledged that Samsung Electronic uses print and mass media
advertising broadly. One of the most important media advertising was promoting Samsung
Galaxy S 3 device on a famous Jimmy Kimmel Live show. Also, cooperation with Fox channel
in the Us run throughout the National football league. Further, it suggests Viral marketing as
well broadly utilized by Samsung. For instance, the new 60- second viral marketing clip named
as "Anticipation" is a successful effort to associate Samsung brand with a sense of progress and a
to associate Samsung Galaxy S6 with excitement and a sense of achievement. In comparing to its
rival Samsung utilizes marketing tool more widely (Fedorenko, 2012). It has been evaluated that
Samsung corporation only in 2013 had spent $4.6 billion on sales promotion. It is essential to
elucidate that this money is separate from marketing Budget. Samsung official website, also
comprise sales promotion advertising on cell phones, watches and bundle offers.
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12
Financial Analyse
Monea (2013), acknowledged Financial Analyses provides data for decision making and
assists external users as well as internal users. Pur & Horák (2015), state financial analysis is the
engine utilized for assessing the productivity and economic status of organizations. The
financial analysis provides data which is required for decision making. The outcomes of financial
analysis work are conditional to the quality, correctness, relevance, and efficiency of the
information gathered (Monea, 2013). According to Pur & Horák (2015), the Financial analysis is
one of the tools utilized by corporate management. By using specific procedures and methods, it
SAMSUNG
13 deals with evaluating the economic situation of a company and makes a complex assessment of
the financial situation of a company. It further suggested that Financial analyses have to proceed
in the frame of particular principles to find out the correct results.
Samsung Card is a financial service provider. The company's product offering
comprises credit cards, debit cards, and cards loan. The company service comprises lease and
rental services, cash advance services and fraud protection services. Samsung Card offers it
services to both, individual and corporate customers. The organization shares its services and
products via direct marketing channels, digital platforms classical distribution channels. The
headquarter office of Samsung Card is in Seoul, South Korea and it has its presence in the US
and Japan (Samsung card co., Ltd : Financial services - company profile, SWOT & financial
analysis,2016). Financial Services (2016) acknowledged Samsung Card Company categorizes its
business in three main divisions, Installment, Credit Card and Leasing. Via the Credit Card
Division, the organization provides credit cards to its customers.Moreover, its offers
commercials services that comprise credit card loans. According to Financial services (2016), the
company reported revenue of US$3,005 million during the fiscal year 2015 (2015). The
company's revenue grew at a CAGR of 0.91% during 2011–2015, with an annual decline of
6.24% over 2014. During 2015, the operating margin of the company was 11.63% in comparison
with the operating margin of 24.57% in 2014. In 2015, the organization recorded a net profit
margin of 10.11% compared to a net profit margin of 18.63% in 2014.
Ratio Analysis of the company Samsung
SAMSUNG
14 According to research on Samsung C&T Corporation (2017), the following table illustrates
the ratios for the organization during the last five years. The various ratios seen in the table are
ROE in which there are ratios of Profitability, assets turnover ratio and leverages are comprised,
and there is an average ration of ROE is given. For the next, there is a Debt/ equity ratio for the
five years followed by the Net debt/equity ratio, and in the last column, there is overall profits
per share are provided. The ratios are counted from the balance sheet and income statements for
the last nine years of the organization. The ratios calculated are illustrated in the following table
for the years 2008-2017.
Table1
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SELLING DREAMS AS VISIONS AND MISSIONS. Cost Management, 32, 35- 41. Retrieved from https://prx-herzing.lirn.net/login?url=https://search-proquest- com.prx-herzing.lirn.net/docview/2034187036?accountid=167104
Asia-pacific patient monitoring market outlook to 2018 - fetal monitors, multiparameter patient monitoring, neonatal monitors, non-invasive blood pressure monitors, and others. (2012, Oct 31). PR Newswire Retrieved from https://prx- herzing.lirn.net/login?url=https://search-proquest-com.prx- herzing.lirn.net/docview/1124355394?accountid=167104
Bharat book bureau: Samsung SDI co., ltd. - financial analysis review. (2010, Mar 02). M2 Presswire Retrieved from https://prx-herzing.lirn.net/login?url=https://search- proquest-com.prx-herzing.lirn.net/docview/446331554?accountid=167104
Eric Siebert - VP, global digital marketing, Samsung electronics company limited(2014). San Francisco: Boardroom Insiders, Inc. Retrieved from https://prx-
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Kim, Miyoung (27 November 2013). "Samsung's marketing splurge doesn't always bring bang-for-buck". Reuters. Retrieved 21 October 2015. Lewin, J. (2015). Samsung heir backs Samsung engineering with $250m. FT. Com, Retrieved From Http://prx-herzing.lirn.net/login?url=https://search- proquest-com.prx-herzing.lirn.net/docview/1803033315?accountid=167104
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United States: Samsung delivers the vision for open and intelligent IoT experiences to simplify everyday life. (2018, Jan 10). Asia News Monitor Retrieved from https://prx-herzing.lirn.net/login?url=https://search-proquest-com.prx- herzing.lirn.net/docview/1985960246?accountid=167104
Visniski, S. (2013). Examining the formulation of financial firms vision and mission statements: A case study (Order No. 3578582). Available from ABI/INFORM Collection. (1499841938). Retrieved from https://prx-herzing.lirn.net/login? url=https://search-proquest-com.prx-herzing.lirn.net/docview/1499841938? accountid=167104
