三星战略分析.doc

08030234 08工商2班 朱亚文 第 PAGE 11 页 共 NUMPAGES 11 页 Strategic Analysis on Samsung Electronics Ⅰ.Brief Introduction Samsung Group is a diversified group, with operations in various sectors such as electronics, financial services, chemicals and infrastructure. Samsung has operations across the world .It is headquartered in Seoul, Samsung Electronics was founded in 1969 in South Korea with Samsung Group as its largest shareholder.10 years ago, the brand “Samsung” was just a symbol for cheap electrical appliance among consumers but now it becomes one of the leaders in high-tech digital products. In 1992, Samsung Electronics began manufacturing in China. Samsung set up SEHC in Huizhou. Since then, Samsung has been investing in China and keeping cooperating with operations in China. Nowadays, China is the country which Samsung put main money into. Ⅱ.Strategic Environment Analysis External Environment of Samsung 1. General Environment Analysis The general environment of Samsung includes four terms: Political/legal segment: A stable political environment should be formed for a company, as the situation will provide a stable development environment. For example, in 2006 China has brought some new political decisions.One is to protect the rights of consumers; the other is to promote the competition environment which is more equitable. As to the legal force, New “Telecommunication Law” is drafting out and this law includes lots of constraint articles for electronic industry. For Samsung: The environment could make Samsung change its market into more stable countries such as China. And new competition policy would let it change its strategy in competition especially in price. Economic segment: Global economic has already came into tardiness phase, problems of high price of oil, global imbalance and the increase of high public liability of developed country would make the economic instable. The financial crisis happened in 2008 has already proved this. However, the GDP of w