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Introduction Syndicate Consulting has been working with Samsung Electronics Mobile Phone Division in developing a strategic agenda and a plan for its effective and rapid implementation The objective of this project is to implement a series of strategic options to achieve Samsungs vision in the next 5 years considering the current industry and economic conditions projected market trends and the nature of Samsungs strengths and weaknesses The scope of this study will cover Asia Pacific Background Samsung Electronics was a financially crippled giant 6 years ago It was synonymous with cheap me too TVs and microwaves From 1997 under the leadership of CEO Yun Jong Yong its debt shrunk from 108bn to 14bn Source Tech Biz research 24000 employees were retrenched and 2bn non-core business was sold The vision of Samsung Electronics is At Samsung Electronics our vision is to be the most valued of brands to be the shaper of trends and to ultimately dominate Digital Home Our mission is to lead the trend in innovation and be there to address the market before anyone else In the face of turbulent market conditions and changing trends there is an urgency to reassess Samsungs profile and strategy in terms of strategic rethink restructuring and repositioning of Samsungs Mobile phone business Our Approach We adopted the following approach in our study There are 5 phases to our approach and under each phase key activities are outlined We will elaborate on each key activity in the sections that follow Market Assessment 12Market Trends Worldwide mobile phone sales totaled nearly 3996 million units in 2001 a decline of 32 percent from 2000 sales Worldwide mobile phone sales between 1996 and 2000 experienced a compound annual growth rate of close
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