Samsung Case Analysis

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Samsung Case Analysis
Ernest Coronado

Samsung Case Analysis
Ernest Coronado

CSUCI – Spring 2015
Prof. Jeffrey Stone - Capstone 499
CSUCI – Spring 2015
Prof. Jeffrey Stone - Capstone 499

Smartphone Industry in 2013: Samsung’s Dilemma (1)
In 1938, the Samsung Corporation began in Korea as a trading company selling fish, fruits and vegetables to Asia and eventually expanded to manufacturing, machinery and sales operations. Over several decades, the company diversified and grew to become an international conglomerate, which included Samsung Electronics. Samsung’s Electronic business operates in several areas such as visual displays, appliances, health and medical, mobile communications, memory, etc. that generate revenue close to US$100 billion in 2012, making it the world’s largest technology company based on revenue. Samsung Electronics is one of a few major players in the fast-moving smartphone industry. This industry is parsed into two primary segments, the hardware (handset/phones), and the (OS) operating systems that run them. The key issue facing the company today is whether it should enter the OS market for itself, or keep existing relationships and look for other ways to gain strategic advantages in the market.
There are several aspects to the environment that faced the smartphone industry. The social and cultural phenomenon where over the last decade consumers have been using technology that allows them to stay connected and communicate anytime and anywhere. Growth has been explosive with the increasing number of mobile phones users around the world. This presents an enormous opportunity for handset manufacturers, software developers and their entire supply chain.
Advances in technology over the last five or six years in the industry has allowed significant improvements and product features that has fostered an explosion of growth that has…...

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