Corporate Communication and Corporate Reputation of Samsung

Running Head: HEALTH WELLBEING AND AGEING 0
Corporate Communication
JULY 31, 2018

HEALTH WELLBEING AND AGEING 1
Executive Summary
Samsung has been recognised and considered the leading brand in the electronic
industry. The company is operating on a large scale caters to the needs of a large number of
customers. The company implements effective policies, strategies and plans for the
betterment of the society and the customers worldwide. Therefore, Samsung has initiated
well-developed communication strategies and effectively achieved goals and objectives. In
order to discuss the long-term success and corporate reputation, Samsung is one of the
reputed companies and achieve the best CSR policies, thereby maintaining the customers
and shareholders, enhancing goodwill.

HEALTH WELLBEING AND AGEING 2
Contents
Executive Summary...................................................................................................1
Introduction.................................................................................................................3
Company background...............................................................................................3
Factors affecting working of Samsung....................................................................3
Organisation structure...............................................................................................4
Stakeholder Theory and Corporate Reputation.....................................................4
Stakeholders of the Organization............................................................................6
Corporate Reputation theory....................................................................................6
Behaviour and Activities of Samsung.....................................................................7
Interpretation of Corporate Reputation...............................................................8
Relationship between Samsung Australia with Korean Headquarter.................9
Implications and Recommendations.......................................................................9
Conclusion.................................................................................................................. 9
References............................................................................................................11

HEALTH WELLBEING AND AGEING 3
Introduction
The report includes the discussion majorly on the topic corporate communication and
the identity audit of a large-sized company, based on Australia. There is a description of the
company’s image and the perception of the stakeholders towards it. With the progression
and growth of the electronics business of the company, Samsung is recognised globally as a
leader in the industry in terms of technology, and ranked in the top ten global brand. There is
a description of the company’s CSR policies and the factors, which influences the reputation
followed by the corporate reputation theory. Therefore, the underlying principle of Samsung
is “Create the Future”, which defines the vision for the future electronics (Bloomberg, 2018).
Company background
Samsung is a South Korean multinational company headquartered in the Samsung
town, Seoul, founded in 1983 by Lee Byung-chull as a trading company. In the later years,
the group diversified the operations into many areas, which consist of food processing,
textiles, insurance, securities, and the retail sector. Samsung Electronics Australia Pvt
limited performs the operations of importing and selling the household electrical appliances
and the information systems. The products in which the company deals include mobile
phones, television, and audio-video products. In addition, the company carry out the
operations worldwide in the household items that include washing machines, refrigerators
cooking appliances and others (Academic scope, 2017).
Factors affecting working of Samsung
Every organisation operates in an external environment, thus encounters societal
impact on the working of the business. These factors affect the business and the image of
the company among the various competitors in the industry. The factors include social,
technological, political, legal, and certain environmental influences. In terms of the political
factor, Samsung faces political pressures in African and Latin American countries. As these
countries, face frequent changes in their governing structures leading to the unstable
political environment (Shaw, 2011).
Social factors influencing the company states that ‘Samsung’ is a South Korean Chaebol,
therefore it is a family-owned multinational. The company has to change the global
operations according to the customer’s preferences and the local needs accordingly.