Samsung’s strategic direction is now focused on tapping into the growth of the enterprise market. Given the latest developments as stated in the case, conduct segmentation of the enterprise market and discuss the strategic action plans that Samsung’s could undertake to increase its market share in each of these segments.
Pioneering the Digital Edge
The digital age has brought revolutionary change – and opportunity – to global business, and Samsung has responded with advanced technologies, competitive products, and constant innovations in today’s digital world.
Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, we are transforming the worlds of televisions, smart phones, personal computers, printers, cameras, home appliances, LTE systems, medical devices, semiconductors and LED solutions. They employ 236,000 people across 79 countries with annual sales exceeding KRW 201 trillion. Samsung market strategy is to penetrate all segmentation in the world is to build and create something similar to another company product – but it makes it better, faster and at lower cost.
What is Enterprise market?
In business news- the meaning of Enterprise Market is commercial user –from small and medium business and the big target market segmentation –large corporation. Samsung strategy is already tapping this segmentation from Automotive, Healthcare institution, public sector, retails and transportation. E-mail is important for today’s business. This is the way to communicate and expand the business potential and opportunity. Samsung latest android smart phone, S III – is SAFE (Samsung For Enterprise). Samsung For Enterprise (SAFE) is latest development to suite today’s enterprise challenging business environment whereby all the Samsung product, especially android devices line-up is compatibility for business needs.
On December 12, 2012 (source from Samsung Malaysia website, www.samsung.com.my) – Samsung Malaysia Electronics, a global leader in digital media and digital convergence technologies, announced its new Enterprise Business Division. The Enterprise Business Division offers a complete portfolio of solutions designed to increase productivity, mobility and efficiency, which will help drive businesses forward. The Enterprise Business Division covers a wide range of solutions including Mobile Security, Digital Office & Virtualisation, Smart School, and Retail and Digital Signage. The Managing Director for Samsung Malaysia Electronic, Kwon Jae Hoon -says their latest Enterprise packages are most powerful, innovative connected devices in the market, comprehensive and also best in class enterprise mobility solutions to meet today’s demand of a diverse mobile workforce.
The Ansoff matrix is easy examples case study to identify the opportunities to grow Samsung strategic direction in today’s business in South East Asia region. It breaks things into four segments depending on whether they look at new or existing products and new or existing markets. Have a look at the table below how Samsung tapping the growth of the Enterprise Market in South East Asia region. [pic]
Market penetration. In presence, everybody knows Samsung is a giant or champions in electronic products. They all have the products line in Consumer segments from type of Television –LED, Plasma, Flat and Smart TV’s. Audio video –DVD Player, Blue Ray Player and Home Theatre, Smart Cameras and Smart Camcoders, Home appliances such as refrigerators, washing machines, air conditioner, Microwave and Vacuum cleaner. Mobile device is the main focus of the Samsung iconic products like Mobile Phone, Smart Phone, Galaxy Note, Tablet, Galaxy Camera.
Another products is PC, Peripherals and Printer multifunction. To support this products they also have a accessories on the wide range products lines. Samsung target market is Generation Y –young people who always update their status online in all type of social network such as Facebook, Tweeter, MyApps, Instagram. Their recent product is Samsung Galaxy Camera with 3G network allows them to post the photos and edit immediately to their favorite social network. If we noticed all of the Samsung product is allows consumers to seamless share media across devices to make consumer life easier.