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Samsung Group

Samsung Group. The Samsung Group Currently Operates within 57 countries Generates 117 Billion $ in revenues Operates three core business sectors: Electronics Finance Trade and Services Accounts for 25% of Korean exports

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Samsung Group

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  1. Samsung Group The Samsung Group Currently • Operates within 57 countries • Generates 117 Billion $ in revenues • Operates three core business sectors: • Electronics • Finance • Trade and Services • Accounts for 25% of Korean exports • Represents approximately 10% of the value of Kospi (the Korean stock exchange)

  2. Business Overview Samsung Electronics • Subsidiaries include Electronics, SDI, Corning, others • Focuses on high-end consumer technology • Strategic decision taken to move from value brand to compete with Sony • Telecommunications world #3 after Nokia and Motorola • TV manufacturer – world #1 • Monitor Manufacturer – world #1 • Brand Equity moved from a position outside the top 100 in 1999 to #34 in 2002 and #25 in 2003

  3. Samsung France Within France, Samsung • Exists wholly as a sales and marketing entity (plus one service center) • Employs 130 personnel • Earns 800 million € (3.9 billion FF) in revenues and annual sales of 300M Euros (comparable to size of Germany and UK markets, taken separately) • Enjoys an important market in terms of home appliances

  4. Products & Services Products sold to the French Market • Electronics, including home theatre, digital cameras and video equipment, as well as stereo components • Home Appliances: microwaves, refrigerators, washing machines, air conditioners, etc. • Mobile Telephones • Computers, including LCD screens and monitors, laptops, printers, drive components, etc. Services include after sales services, with repairs handled externally

  5. Company's clients Customers • Within France, Samsung markets to a large extent to the general public, with less emphasis on component sales. • Taken as part of the European market, France represents a sizeable portion of Samsung’s sales of high quality consumer goods, the company’s strategic market. • Samsung approaches marketing with a relatively one-size approach, including commercials which are translated and similar marketing approach in many markets.

  6. Adaptation to France Samsung’s method: Interface position • Five interface positions, filled by Korean ex-pats. • One interface position for each manager. • Liaison, with no direct authority. • Communicates directly, exclusively, with HQ in Korea. • Budget channel: the position through which funding will flow from Korea.

  7. Key Constraints Costs of Entering the French Market • The Samsung Electronics European Headquarter is located in UK due to: • Larger market size in the UK • Samsung’s familiarity with the English language • Great Britain being viewed as a more favorable investment environment • Manufacturing plants are in UK, Spain and Hungary where labor-related factors are more favorable, including weaker unions than European neighbors France and Germany.

  8. French Benefits Why did Samsung choose to enter France? • Samsung Electronics France has acted as a sales and marketing entity, being established to achieve market proximity, thereby positioning Samsung more effectively with respect to international and domestic rivals. • In the late 1970’s, the US, Samsung’s largest export market, imposed voluntary export restraints. At this time, Samsung became interested in the European market as a means of market diversification. • Based on the market diversification and the globalization strategy of Samsung Electronics in the early 80s, sales subsidiaries have been established in 12 countries in Europe.

  9. European Presence • Sales and service locations in 12 countries throughout Europe • European HQ located in UK • Production plant of micro oven and monitor in UK and of VCR, TVCR in Spain and TV in Hungary • Sales volume in France (Annual Sales 800M Euros) almost same size to that of UK and Germany • Samsung Electronics started business in 1986 but Samsung Electronics France established in 1994

  10. Global HR Management ”Focus on HR for continued success...” • Samsung’s first world HR seminar was held this year in Korea. • HR focus based on Korean rules – local towards common goals. • Out of 70.000 employees within electronics division, 11 – 12.000 foreign personnel. • 300 top executives in Samsung – only 3 non-Koreans. • With expasion, more non-Koreans to be eligible for executive positions.

  11. Local HR Management HR Management within the France • Korean president • 5 Korean Expats in France (interface positions) • 5 – 6 cultures in France • Performance review twice a year • Sept. – competance appraisal • Manager recommend employees to a committee • Working on managerial program

  12. Culture of Samsung Asian versus Western Cultures • Asian: emphasis on the group • Western: emphasis on the individual Company culture • Private owner – no short-term decisions taken to please the stock-market • Immediate action – if you are 80% sure you go for it

  13. Community Korean philosophy • Community oriented. • Training and educating people. • Sponsors Health Care Research, other philanthropy. • Sponsors sporting events, including Olympics.

  14. Mission Statement Management Philosophy “We will devote our human resources and technology to create superior products and services, thereby contributing to a better global society." Evolution of Samsung’s Mission Statement • Economic contribution to the nation • Priority to human resources • Pursuit of rationalism

  15. Corporate values Soon to be announced by Samsung are new Corporate Values: • Behavior • Creativity, Challenge and Strategic Thinking • Organizational • Simplicity, Self-Control, Speed • Individual • Customer Focus, Crisis Awareness, Continued Innovation

  16. Thanks To Yang Kyu Kim, President, Directeur General • kimyangkyu@samsung.co.kr • 01 55 68 40 30 Amaury Destailleur, Directeur, Ressources Humains • a.destailleur@samsung.com • 01 55 68 40 08

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