Corporate Venturing Strategy Report: Samsung's Innovation and Growth

This report provides a comprehensive analysis of Samsung's corporate venturing strategy. It begins with an introduction to corporate venturing and an overview of Samsung's business operations, including its consumer, information and technology, and device solutions segments. The report delves into the theoretical concepts underlying Samsung's success, emphasizing its innovative methods in screen technology, batteries, and chip designs. It then explores Samsung's marketing strategies, including product development, distribution networks, and advertising campaigns. The research methodology, including data collection and analysis, is detailed. The report examines proprietary trends, customer satisfaction, and situational analysis, highlighting Samsung's innovative strategies and external environmental factors, such as technological, economic, competitive, and legal environments. The report concludes with a summary of major opportunities and threats facing Samsung.

RUNNING HEAD: Corporate Venturing
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Table of Contents
Introduction......................................................................................................................................3
Company Overview.....................................................................................................................3
Theoretical Concepts.......................................................................................................................3
Samsung Creative techniques......................................................................................................4
Marketing Strategies....................................................................................................................4
Product Innovation.......................................................................................................................4
Distribution..................................................................................................................................5
Advertising and sales promotion..................................................................................................5
Research Methodology................................................................................................................5
Methods of data collection...........................................................................................................6
Data Analysis and Interpretation..................................................................................................6
Proprietorship Trends of Samsung Products............................................................................6
The frequency of changing mobile phones..............................................................................7
Satisfaction level of Samsung product.....................................................................................7
Findings and Conclusion..............................................................................................................8
Situational Analysis.........................................................................................................................8
Samsung innovative strategy.......................................................................................................8
External environmental analysis......................................................................................................9
Technological Environment.........................................................................................................9
Economic Environment................................................................................................................9
Competitive Environment............................................................................................................9
Legal environment.....................................................................................................................10
Conclusion.....................................................................................................................................10
Major opportunities....................................................................................................................10
Major threats..............................................................................................................................10
References......................................................................................................................................11

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Introduction
Corporate venturing is the activity by which big company invest money in a smaller organization
as an end-result of an offer of its benefits. This report creates a corporate entrepreneurship
strategy for Samsung Company. The report explains the corporate venture plan of the company
and involves a detailed plan for a specific venture, a strategy which engages general guidelines
consistent with the objectives, mission, and goals of the company. The report also analyzes the
external environment of the company and the entrepreneurial health of the company. The main
objective of developing corporate entrepreneurship strategy is to create the key capacities of the
parent affiliation and give a wellspring of cash related return for the parent organization.
Company Overview
According to Song & Lee (2014), Samsung is Korean based organization involved in the
manufacture and distribution of electronic items. The headquarter of the company is located in
Samsung Town, Seoul. The Company operates its business through three portions such as
consumer segment, information, and technology mobile communication segment and device
solution segment. Samsung has created to become one of the world's driving electronic
associations, having some bent in cutting edge machines and media, semiconductors, memory,
and structure mix. Samsung's inventive and best quality items and methodology are universes
seen. The association scatters its things inside neighborhood advertise and to abroad markets.
The income of Samsung is equivalent to 17% of South Korea's $1,082 billion GDP. It is also the
largest seller of Smartphone in the world. The organization has hold double the market shares of
the Smartphone to its closest competitor Apple. According to Ali, M., Muhammad & Park
(2011), the market share of Samsung is also increasing for enhancing sales volume of TV,
Refrigerator, speakers, smart home, home theater and smart appliance. Samsung has also held
the top position in the global market at the Mobile World Congress (MWC) 2016, which is the
biggest phone trade presentation in e world. Samsung has also become the 7th topmost brand in
the world market, which has actually increased its brand value in the whole world.
Theoretical Concepts
Since the establishment of the Samsung Company in 1969, the organization has checked its
prosperity based on numerous business segments and ideas that are basic to any business

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venture, particularly those that work in the extensive market. According to Amini et al. (2012),
the Company has extended in numerous zones of business, the administrators of the organization
have exploited key measures that are perceived to have a positive compelling way to deal with
the business organization.
Samsung innovative methods: The innovative company tends to have characteristics of
natural structures and dynamic systems. At in the first place, the diminishment of the definitive
layer and scaling back are worried as cost control. The possible results for this are speedier
responsiveness to publicize, higher intensity, more prominent flexibility, and diminishing
strategies between divisions. This prompts compliment affiliation that is not quite recently the
distinction in legitimate structure but also the distinction in the fundamental leadership process.
The company innovation in screen innovation, batteries, TVs, and chip outlines is known to be
uncommon in the market as contrasted and different players in the market.
Marketing Strategies: According to Baker (2014), marketing strategy refers to a procedure
that can permit a company to focus its resources on the ideal opportunities with the objective of
rising sales and achieving a sustainable competitive benefit. Samsung’s marketing strategies are
described as follows:
Product Advancement: Samsung's item comprises sound and video things, data innovation
things, PDAs and home apparatuses. According to Battistini et al. (2013), its product range
enclosed all the classifications in the purchaser hardware and home machines. Specialists felt
that the wide results of Company were one of the essential explanations for its accomplishment
in the market.
Samsung's thing goes in India included CTVs, sound and video things, information advancement
things, phones and home devices. Its products go covered each one of the courses of action in the
purchaser gear and home machines. Experts felt that the wide thing degree of Samsung was one
of the basic illuminations behind its achievement in the Indian market. Samsung masterminded
itself on the advancement sort out. Samsung arranged on the improvement sort out and the
assessing moreover wanted to have an accepted an essential part in Samsung's prosperity.

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Distribution: The organization present of new things, Samsung likewise joined its diffusing
structure. According to Chabowski et al. (2011), Samsung had 18 state-level circulation
workplaces and a speedy shipper interface. The prompt merchant interface had any kind of effect
the organization get a quicker reaction from merchants, and enabled it to launch items as per
buyer taste and preference.
Advertising and sales promotion: Advertising is one of the huge devices of the
promoting mix which is widely utilized by Samsung. According to Mittal and Sethi (2011), the
most basic media publicizing endeavors consolidate live advertisements for Samsung Galaxy S 3
device on standard Jimmy Kimmy Live Show in June 2012. Samsung print advancing in well
known daily papers, magazines, and journals have beforehand included direct effects on its
significant rivals remarkably Apple. The print marketing contemplates genuine functionalities of
iPhone5 and Galaxy S III and representing the prevalence of Samsung's items on a few fronts.
Viral marketing is also to a great extent utilized by the organization as a standout amongst the
most effective advancing method. On the opposite side, Company utilizes sales promotions as an
advertising part more to a great extent contrasted with the majority of its contenders. It has been
assessed that the organization had spent about USD 4.6 billion n deals advancements amid 2013
alone all around which included USD 888 million deals advancements anticipate its home
market in South Korea (Cummins and Mullin, 2010).
Research Methodology
According to Smith (2015), the researcher has followed descriptive research. Descriptive
research is utilized as part of this project report with a specific end goal to recognize the brand
value for Samsung in the world. This is the most famous kind of research method, which is
normally used as a part of study explore and most valuable in depicting the attributes of customer
conduct. The field was conducted to examine the market share and comprehend the brand
goodwill of Samsung products. For example, the sample size was 100 in which 60 percent males
and 40 percent females was the proportion of the respondents in this research. The age of the
respondent in the following ratios:
Less than 18 years: 07.77%
18-22 Years: 37%

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22-26 years: 28.39%
26-30 years: 15.49%
More than 30 years: 10%.
These numbers demonstrate that the majority of the respondents are youthful. The occupation of
the respondents was also remembered while leading the overview to have a complete and
comprehensive analysis. The occupation of the respondent was in the following ratio:
College students: 47%
Businessman: 16%
Working population: 19%
Others: 17.02%
Information used in this report is essentially primary data which is collected by survey in the
field.
Methods of data collection
Primary data collection: According to Corsino & Gabriele (2010), the source of this data is the
population sample from which information can be collected. The information was collected
through the primary source.
Secondary data collection: Secondary data investigation saves time that would otherwise be
spent gathering information and specifically in the case of quantitative data, gives bigger and
huge-quality databases that would be unfeasible for any individual researcher to collect on their
own
Data Analysis and Interpretation
Proprietorship Trends of Samsung Products:

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From the given diagram, it can be
said that the respondents use
Samsung products such as cell
phones (65%), tablets (4%),
Television (7%), Home
appliances (10%), Laptop (4%)
and others (10%). These
numbers present that
Company mobile phones are
the most commonly used device among customers.
The frequency of changing mobile phones:
60%20%
10%
10%
.
Less than 1 year
1-2 year
2-4 year
Above 4 year
From the given diagram, it can be said that the respondents are using mobiles phones less than 1
year, less than one year (60%), 1-2 year (20%), 2-4 years (10%) and above 4 years (10%).
Satisfaction level of Samsung product:
65%
4%
7%
10%
4% 10% Mobile Phones
Tablets
Television
Home A ppliances
Laptop
Others

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90%
5%
.
Yes
No
From the given diagram, it is noted that the respondents are satisfied with company items in
which 90% respondents are satisfied and 5% are not satisfied.
Findings and Conclusion
Customers are loyal and value the brand.
Samsung is appreciating favorable position against its customers and manage good relationship
with the providers.
Samsung is financially strong and stable.
Situational Analysis
According to Epstein & Buhovac (2014), a situational analysis is a necessary part of any
business or marketing plan and must be rechecked periodically in order to confirm that is kept
current. The situational analysis also enables the business to identify its strength, weakness,
opportunities, and threats to the company or business. There is the current situation which faces
by Samsung such as high end competition from Apple, the increasing manufacturing cost in the
best end of the market combined with the possibility of reducing averages offering costs would
likely pressure the company's gross margin going ahead. The other circumstance is Samsung has
a wide collection of item classes in which failure of one item will have an influence on the other
item and will result in brand suspension and danger from Chinese products.

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Samsung innovative strategy: Samsung is one of biggest producer of electronic products
in the all over the world. The company development in screen innovation, batteries, television,
and chi designs is known to be extraordinary in the market as contrasted and different players in
the market. Company innovative strategy has natured a good connection with Russian Academy
of Science, the two gatherings conceded to major methodologies that may prompt competitive
benefit. Innovation at Samsung is advanced by the help that is given by Korea Government, the
administration gave motivating forces to Korean business undertakings to create extends under
the Academy research. Samsung Company is known to be a part of the offices that assistance
Academy inquire about as it builds its patent consider well as misusing its intervention of ideas.
External environmental analysis
Technological Environment: Samsung viably uses the innovative progression of the
developed nations for cultivating the business development. In addition, the technical innovation
of the developed nations such as USA, UK, South Korea and others has driven the company
towards consolidating innovative specialized characteristics in all their electronic items. The
company gets a similarity of their innovative technology with the technological advancement of
these innovatively advanced countries. The company is also focused on introducing 5G
technology in the future having the help of such advanced technology.
Economic Environment: While considering the nation of origin of Samsung, it has been
discovered that South Korea is an economically developed nation. Additionally, the economy of
this country is based on the export of electronics and automobile items. Such developed
economic state of the country has really raised the return on investment of the company.
Moreover, the organization also uses the developed economic state of the countries like USA,
UK, Australia, and others. The company has to extend retail space and extent of including more
products in economic condition. Samsung faces less benefit profitability in the weak economic
condition of some countries such as Myanmar, Malaysia, and others (Sife et al., 2010).
Competitive Environment: In South Korea, the company faces intense rivalry from the
competitors such as HP, LG and so on. Such competitors are also giving sorts of electronic
products to the customers (Morris et al. 2010). Moreover, high brand value and unique
characteristics of Samsung electronic products have helped the organization to make special

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market position in its country of origin. Also, in South Korea, the company has encompasses
59.31 percent position in its overall industry. The quality and strategies of Apple are making
extreme difficulties for Samsung in its home country as well as in the international market.
Therefore, in the international market, Apple more market share than Samsung with their unique
items characteristics.
Legal environment: According to Guerrero & Peña-Legazkue (2013), in the external
environment, Samsung faces a wide assortment of legitimate and regulatory policies, which have
a big impact in its hierarchical structure. Samsung needs to confront strict laws of the distinctive
countries. Samsung has just got punishment for violating the patent laws and imitating Apple's
the iPhone and iPad. Such allegation has hampered the corporate picture of the organization in
the market. South Korea has facilitated trade agreement for upgrading exchanges and improved
the benefit level from worldwide exchanges (Kelley, 2011).
Conclusion
By analyzing the external environment of Samsung Company, it has been concluded that there
are some major opportunities and threats can be exist for company which are as follows:
Major opportunities
Developed economy: Samsung has wide business opportunities in the developed economic
condition of developed nations such as US, UK, Australia and others. In such developed
economic condition, the organization has enormous chance to acquire expanding benefit.
Facilitated commerce understanding: The nation of origin of Company specifically South Korea
has free trade agreement for running business. In such free trade agreement, the company can get
adaptable business opportunities for doing both import and export identified with their business.
Major threats
Competitive pressure: In the worldwide market, Samsung is confronting dangers from their
rivals such as Apple, HP, Lenovo. Apple has held 27.80% part of the overall industry in the
worldwide market, though Samsung has held 22% market share.

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Changing consumer taste: The customer is expecting more technical innovative applications and
characteristics in their all electronic devices. Therefore, it is becoming excessively difficult of
the company to quickly altering their products characteristics as the changing client needs.

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References
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