Samsung Electronics in 2004

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Case Details:

Case Code : BSTA109
Case Length : 20 Pages
Period : 1969 - 2004
Organization : Samsung Electronics
Pub Date : 2004
Teaching Note :Not Available
Countries : South Korea
Industry : Electronics

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Samsung Electronics

In 2004, Samsung Electronics (Samsung) was world's number one manufacturer of CDMA cell phones, LCD and CRT monitors, DRAM memory chips and microwave ovens. With worldwide electronic product sales of $27 billion, over 64,000 employees in 89 facilities, and a global network in 47 countries, Samsung had emerged as a global giant. In 2004, it was recognized as one of the world's Top 100 Brands by BusinessWeek magazine...

Going Global

Samsung entered the semiconductor market in 1983. By the end of the 90s, it had become the first company to manufacture 16-MB DRAM chips on a large scale.

However, the company found itself burdened with huge debt following the 1997 Korean financial crisis, a crash in memory-chip prices, and a $700 million write-off after an ill-advised takeover of AST Technologies, a US PC maker...

The Road Ahead

Samsung remained diversified and vertically integrated. Its chips and displays went into its own digital products. Analysts believed that this model might not work in the long run. The average price of a TV set had dropped by 30% in five years; DVD players had become much cheaper than what they were few years back...


Exhibit I: Samsung – Key Numbers
Exhibit II: Samsung – Design Leadership
Exhibit III: Samsung’s Business
Exhibit IV: Samsung – Ratios
Exhibit V: Samsung – Cash flows
Exhibit VI: Samsung – Income Statement
Exhibit VII: Samsung – Balance Sheet


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