Ethics in International Business

Governors State University

College of Business and Public administration

Division of Business, Marketing, and Public Administration

International Business

MGMT 7600

Samsung’s Entry into South Africa

Samsung Electronics South Africa (SSA)

By

Edward E. Bosire

Instructor: Dr. Olu Ijose

Fall 2013

Executive Summary

Samsung Electronics brand has become synonymous with innovation. Based in South Korea, for over 70 years, Samsung has been dedicated to making a better world through diverse businesses that today span advanced technology, semiconductors, skyscraper and plant construction, petrochemicals, fashion, medicine, finance, hotels and more. Our flagship company, Samsung Electronics, leads the global market in high-tech electronics manufacturing and digital media.

Through innovative, reliable products and services; talented people; a responsible approach to business and global citizenship; and collaboration with our partners and customers, Samsung is taking the world in imaginative new directions. Samsung looks at the people as facing a common thread, a total whole that encompasses a shared vision, to make a better tomorrow. We also believe that, as a company, we have the resources, creativity, and passion to bring forth a better future to our world. Samsung employs over 370,000 worldwide and we hope to attract top talent in our new market.

Our company has grown exponentially in brand awareness across the globe. It has achieved significant customer loyalty and brand recognition with customers from Europe, to America, Africa, Asia and Australia. We envision our company’s continued growth in all of our businesses. Global expansion is necessary to carry on our progression as a company.

Samsung has established its international presence and is hoping to establish its South African regional headquarters in South Africa. With the focus of long term growth in mind; we stress the importance of increasing brand awareness to South Africa, and its...