1

MU NWET KHINT ZAW

HND -1262
YEAR (1), SEMESTER 2, BUSINESS MANAGEMENT

Unit 7 -Business Strategy

1/7/2015

Part A : Samsung Electronics strategic contexts and

terminology
Part B : strategic planning for Samsung Electronics
Part C : Samsung Electronics different planning
techniques

Unit 7 -Business Strategy

1/7/2015

founded in 1969

Headquarters in Samsung Town, Seoul

A global leader in the consumer electronics

brands market
products such as mobile phones, TVs, and monitors.
157,000 employees
sales engagement across 65 countries

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1/7/2015

Samsung
Electronic

Storage
Technology
Business

Digital Media &

Mobile
Communications
Business

Device Solutions
Divisions

TVs, Monitors,
audio-visual
Devices, printer,
Home Appliances

Mobiles Phones,
Galaxy series,
Mobiles products
and Solutions

Memory
System LSI
Storage
technologies

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Devoting its talent and technology to creating

superior products and services that
contribute to a better global society.

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Inspire the world , create the future.

dedicated to developing innovative technologies

efficient processes that create new markets, enrich people's

lives

continue to make Samsung a digital leader.

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Grow core business in Myanmar.

Expand core business outside Myanmar.

Maintain market leadership and increase our market shares.
Loyalty and commitment to Customers.
Build alliances with the leading manufacturers in the industries

we serve.
Keep investing in People, Systems, Facilities and Distribution

Systems with a long term view.

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1/7/2015

to be one of the top three electronics companies in the world

in quantity and in quality

to have 20 number one market share products in the world
to identify eight growth engines for Samsung's business

including their Digital Television (DTV) products and printers

to pursue innovation throughout all six main areas of the

company's business operations

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The four Core competencies of Samsung are:

creative people
technology leadership
innovative culture
and customer value creation.

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strategic planning for Samsung

Electronics
10
PART B

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What is Strategic Planning?

11

Strategic planning is an organization's process of defining

its strategy, or direction, and making decisions on

allocating its resources to pursue this strategy.

Two parts of Strategic Planning are

Strategic Analysis
Strategic Options.

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The Planning Gap for Samsung in Myanmar

12

Samsung Mobile is now leading Myanmar.

But not the whole Samsung Electronic.
Samsung want to get No 1 Market share in Myanmar.

The Planning
Gap

Samsung

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To get the
Electronic Market
Leader position
in Myanmar
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Senior Managers are not all knowing in Myanmar

Market .
They have limits to extent to which they can control
Restricted knowledge distribution network
Not clearly understand about Finance and Myanmar
Market
Samsung should give more training for staff from
Myanmar.

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To increase revenues

To achieve exceptional customer service in Myanmar

To increase sales volume or maximize profit
To develop measurable, strategic, tactical and

operational objectives to attain expected results in

these areas.

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A systematic strategic planning process can produce

performance enhancing corporate strategic plans.

The quality of the product which creates the

company's competitiveness .
Samsung Strategy will be closely linked to the

product.

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The purpose of Human Resource Planning is to ensure that

in the foreseeable future, for Samsung business

The right people
With the right skills
Are doing the right things
In the right place
At the right time

Samsung should find skillful people in Myanmar.

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17

Planning helps an organization chart a course for the

achievement of its goals.

The process begins with reviewing the current

operations of the organization and identifying what

needs to be improved operationally in the upcoming
year.

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How do Samsung get there?

18

Try to know more about Myanmar Market and

Myanmar people
To setup short terms plans and long term plans to
reach the goals.
Samsung should do Strategic analysis, Strategic
choice and Strategic implementation.
Every Strategic stages need to review and control.
Samsung need to choose the one or two planning
techniques.

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Samsung Electronics different

planning techniques
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PART C

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Ansoff Matrix : Ansoff's model helps to identify which strategy is appropriate

Product
Existing

New

New

Market

Existing

at any given time and in various sets of circumstances in order to develop a

company

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The need for new model in totally new market is so risky.

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Stars
(Samsung Position
in Myanmar)

???????
(Apple)

Cash Cow
( HTC)

Dogs
(Nokia)

Figure : Boston Consultant group Matrix

According to the data, Samsung is star position. It is a digital leader
around the world . It can get the Price Leader role in Myanmar.

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Myanmar Mobile Market Share 2013

3%

10%

17%

50%
20%

GSM Smart Phone

Samsung
SONY
Nokia
Huwai
Iphone

Ref: Myanmar Information & Communication Technology

Directory 2012-2013
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24

Home Appliances Market Share in Myanmar 2013

25%
20%

17%
13%

10%
5%

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5%

5%

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Strategic Position and Action Evaluation

25

Financial Strength

Conservative Strategy

Aggressive Strategy
Samsung should use
this strategy.

Industry
Strength

Competitive
Advantage

Competitive Strategy
Defensive Strategy

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Environmental Stability
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Profit Impact of Market Share

26

Samsung Electronic is the most market share in

Myanmar.
This indicates a positive relationship between market
share and profitability.
Companies with high market share tend to have high
profits, so high market share is often an objective
laid down at the planning stage.

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General Electric Matrix Strategies

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The strength of the

attraction that the product

has in general for
customers.
The competitive position of
products compared with
rival product in the market.
Strategic options Samsung
placed on the GE matrix
cover three types of
marketing management
activity.
Each strategy covers three
of the nine cells as shown
in Figure.
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1.

SAMSUNG Ireland. 2013. SAMSUNG Ireland. [ONLINE] Available

at: http://www.samsung.com. [Accessed 26 March 2013].

1.

Annual Report - Financial Information - Investor Relations - About

Samsung - Samsung. 2013. Annual Report - Financial Information Investor Relations - About Samsung - Samsung. [ONLINE]
Available at:
http://www.samsung.com/us/aboutsamsung/ir/financialinformatio
n/annualreport/IR_Annual2011.html. [Accessed 26 March 2013].

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References
29

3. Burma (Myanmar): Politics, Society, & Economy. 2013. Burma

(Myanmar): Politics, Society, & Economy. [ONLINE] Available at:
http://newton.uor.edu/departments&programs/AsianStudiesDept/burm
a-pol.html. [Accessed 27 March 2013].

4. Business Strategy Book ( BPP Learning Media 2013)

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