Assignment on Samsung

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Date Submitted: 03/30/2013 11:42 PM

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(BJMP 5023)




DATE :30th. March 2013

[pic]Lecturer: Dr. Martino Luis

Prepared by :

Noor’aishah binti Mohamad – Metric No. 812016

1. Briefly present the firm business background/history.

Samsung Group is a South Korean multinational conglomerate company head-quartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses; most of them united under the Samsung brand and is the largest South Korean chaebol. Founded in 1938 as a trading company by Lee Byung-chull. Samsung entered the electronics industry in the late 1960s. In 1987, Samsung was separated into four business groups - Samsung Group, Shinsegae Group, CJ Group and Hansol Group. Since 1990s Samsung has increasingly globalised its activities in electronics, particularly mobile phones and semiconductors, which become its most important source of income.

Samsung Electronics Co., Ltd. is a South Korean multinational electronics company headquartered in Suwon, South Korea and the flagship subsidiary of the Samsung Group, the world's largest information technology company by revenues since 2009. Samsung Electronics has assembly plants and sales networks in 61 countries and employs around 221,000 people. In 2011 Samsung became the world's largest mobile phone maker and world's second-largest semiconductor chip maker. The company is the world's largest vendor of smartphones since 2011 and posted sales of KRW 165 trillion and operating profits of KRW 16.2 trillion.

2. Choose one of the firm’s products and draw the customer benefit package (CBP) of the product and describe how the CBP gives value to customers (explain also for each peripheral goods/services and variants, if any).

Cell Phone

The company sold 280 million mobile phones in 2010, corresponding to a market share of 20.2 percent. Samsung became the world's largest cellphone maker in 2012, with...