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Samsung Techwin

Samsung Techwin. Contents. Company Introduction Business Areas History Competitive Domain Market Characteristics Competitors Technology Strategies Core Technologies / Market Trends Appropriation of Technology Collaborative Mode Globalization Conclusion. Subject of Paper.

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Samsung Techwin

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  1. Samsung Techwin

  2. Contents • Company Introduction • Business Areas • History • Competitive Domain • Market Characteristics • Competitors • Technology Strategies • Core Technologies / Market Trends • Appropriation of Technology • Collaborative Mode • Globalization • Conclusion

  3. Subject of Paper Business Areas • Optics and Digital Imagings: DSC(Digital Still Camera), CCTVs, modules, etc. • Semiconductor Systems: SMTs and Wire bonders • Semiconductor Materials: Lead frames, LOCs, Metal CSPs, FPCs, etc. • Power Systems: Gas Turbines, Engines for helicopters, Refridgerant Compressors, etc. • Defense Programs: K-9 thunder self-propelled artilleries, K10 ARV(Ammunition Resupply Vehicle)s • Aviations: Samsung Techwin operates a few helicopter routes inside South Korea.

  4. History – Overall • 1977 Company established as Samsung Precision Industries Co., Ltd. • 1979 Overhaul of gas turbine aircraft engines begun • Camera production begun • 1981 Airframe parts manufacture begun • 1985 Lead frame development begun • 1987 Company name changed to Samsung Aerospace Industries • 1995 Rollei, a German camera maker, and Union Optical, a Japanese semiconductor equipment & precision instrument manufacturer, acquired • 1999 Transferred aerospace unit to Korea Aerospace Industries, Ltd. (Government policy on aerospace industry) • 2000 Company name changed to Samsung Techwin

  5. History – DSC • 1979 Camera production begun • 1984 Developed own camera model (SF-A) • 1994 Established Chinese manufacturing corporation • Local camera plant in China in full operation • 1995 Acquired Rollei, a German camera manufacturer • Developed first digital camera in Korea (SSC-410N) • 1997 Began selling digital cameras under Samsung Kenox brand • 2002 Established German and English sales corporations • 2003 Kenox Ranked first in "Brand Power" • 2004 Kenox Ranked first in “Market Share"

  6. Market Characteristics • Knowledge driven industry • Technology is in “Rapid Improvement” stage • Product life cycle of each product is very short Stage 1 Stage 2 Stage 3 DSC industry Time Time New products < Technology Evolution > < Product life cycle of DSC >

  7. Competitors • Sony • Olympus • Canon • Nikon • Etc. • Samsung Techwin is industry leader in Korea now. • The market is on rapid growth, thus is unstable. • Marketing is an important factor in the market. • Competitors still have chances to reverse the order.

  8. Core Technologies / Market Trends • High resolution • Sensing • Auto focusing • Signal processing • Memory storage capacity • Miniaturization • Convergence • User Interface

  9. Appropriation of Technology • Deployment in new products • Customer targeting (entrance strategy) • Mainly provided medium, low price products • Easy interface for novice • Mass customization (expansion strategy) • Professional models, compact models • From Budget buy, Intermediate to High-end • Deployment in value chain • JIT system • Prevent unnecessary inventory cost • Various distribution channel • Concentrated on on-line market

  10. Collaborative Mode • Acquisition • Aquired a German camera maker Rollei.Gained technologies and penetrated into German Market. • Joint Development • Developed DSLR(Digital single Lens Reflex) Camera under cooperation with Japanese camera manufacturer Pantax. • Developed cellular phone camera module under cooperation with Samsung Electronics. • Joint Venture • Established a joint venture camera production facility in Tianjin, China

  11. Globalization • Manufacturing and sales centers at overseas. • Getting advantages using labor forces, providing customer services.

  12. Conclusion • As the only Korean digital camera maker, Samsung Techwin marks first in Korean market, in terms of product sales. • The company well understood market trends and took chances by exploiting advantages of parents corporate group, and using collaborative strategy appropriately. • Although the company is currently showing good performances, continuing effort is needed to maintain present position, because competitors also have chances to catch up the leader.

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