Document Type

Closed Project

Publication Date

Fall 2003


Dundar Kocaoglu

Course Title

Engineering and Technology Management

Course Number

EMGT 520/620


Samsung Electronics Corporation is a fast growing and expanding company. Since its foundation in 1969, it was constantly exploring new markets and gaining market share. It became fast a respectable competitor even for the giants in the market, such as Intel, IBM, Motorola and Sony. Producing high quality at a low cost in Korea and China, Samsung Electronics scores high in the comparison between quality and price. [Jl] [J2] Using successful strategies, including for example Economy of Scale and Diversification, Samsung Electronics became the second fast growing company of that kind in the world (after Safeway), is market leader in semiconductor manufacturing such as DRAM and SRAM C'[G in flash memoryl and color monitors, and #2 in manufacturing micro wave ovens, just to claim a few. To make this more clear with a few numbers, the sales growth in the fiscal year reached 103.0%, the net income growth even a percentage of as much as 164.0%. [Jl] This paper is supposed to present the strategies which are understood to be responsive for the astonishingly positive and consistent development of Samsung Electronics. It covers an overview of Samsung Electronics' history to show the development to the state of the art, a discussion of different strategies since 1993 which made the company that successful in the last few years, focusing on product, manufacturing and technology growth, R&D and venture investments, the management style, international brand management, the high end focus in the digital era and the reaction on the financial crisis in Asia. A short SWOT -analysis, demonstrates the company's biggest challenges at the time. In the end, a conclusion will II "' evaluate the findings of the content.


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