E-BUSINESS

MSc in International Business University of Ulster London Campus

A Report on Electronics Retail Industry

Company Name: Samsung Electronics Submitted by: 1. B00646407 2. B00646560 3. B00647097 4. B00648963 5. B00649088 Submission Due Date: 25th June 2013

SAMSUNG ELECTRONICS
Critical analysis on Samsung electronics as an electronics retailer and how ebusiness has influence on electronics retail market.

Executive Summary:

The purpose of this report is to find out how e-business has changed the nature of electronics retail market. This report provides an analysis and evaluation of the current and prospective competitors of electronics retail market. This report will also provide depth knowledge about Samsung electronics business strategy and how ebusiness has played an important role for Samsung electronics. In this report secondary date has been used to find out how the electronics market is going on and who the main competitors are. The report shows that Samsung, Apple, Sony, HTC and HP are dominating the electronics retail market. On other hand because of e-business ebay and amazon become a real threat for the electronics retailers. This report shows that Samsung electronics has very big market for its products as well as Samsung may have to face huge challenge from its competitors. E-business has lifted the global boundary and made the market open for everyone. In every moment there is a threat of new entrance into the market. Samsung has very strong and well business strategy but they were involved in some unethical activities, such as copied the patent from its competitor, child labour and large expenses. Strong management and more training can help to overcome these problems. Samsung may launch some physical store in some important cities for those customers are unable or do not like online shopping and as well as gain more market share.

Acknowledgement

It is really difficult to complete a report without help of anyone. We would like to extend our sincere thanks to all of them. First of all we would like to thank Ulster University, London Campus for their guidance and opportunity given to our group and all kind of support has been provided.

We are very thankful to Dr. Bobbi Sharma, our course teacher, without her help and guidance we might not finish our task on time. We found her on our side in every single moment.

We are heartily thankful to our colleagues in developing the report and people who have willingly helped us out with their abilities. Without their encouragement and understanding it would have been impossible for us to finish this work.

Table of Content
Page 1. Introduction01
1.1 About Samsung.01

2. How e-business technologies have altered the nature of competition within electronic industry.02
2.1 Rivalry among existing competitors...02 2.2 Bargaining Power of Suppliers...02 2.3 Threat of new entrants.03 2.4 Bargaining Power of buyers04 2.5 Threat of substitute products..04

3. Opportunities and threats to the Samsung electronics...06 4. Samsung Electronics key business process and service level for its customer...10
4.1 Business Process..10 4.2 Research and Development.10 4.3 Out Sourcing...11 4.4 Supply Chain Management...12

5. Samsungs Customer Service level.....13 6. Findings16 7. Conclusion...17 8. Bibliography.18 9. References............19

1. Introduction:

This report will provide readers with an understanding of

Electronic Retail industry and its importance. This report will assist the learners to acquire clear knowledge about Samsung as an electronics retailer. Learners will be able to know how Samsung works as an Electronic retailer, its competitors and how Samsung employed technologies into the business. This report will also provide what are the opportunities Samsung has and what are the potential threats Samsung may faced.

1.1 About Samsung:

On March 1, 1938, founding chairman Byung-Chull Lee

started a business in Taegu, Korea, with 30,000 won (about Samsung). Many people may think that Samsung is just a mobile phone manufacturer due to its very famous Samsung Galaxy S series smart phones. ``Over 70 years, Samsung has been dedicated to making a better world through diverse businesses that today span advanced technology, semiconductors, skyscraper and plant construction,

petrochemicals, fashion, medicine, finance, hotels and more. Our flagship company, Samsung Electronics, leads the global market in high-tech electronics manufacturing and digital media`` (Samsung, 2013).

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2. How e-business technologies have altered the nature of competition within electrical retail industry. Porters Five Forces is a very useful tool that analyses compet ition in the industry. In this section we will see how e-business technologies have altered the nature of electronic retail market. E-business is transforming the rules of competition for established businesses in unprecedented ways (Amit and Zott, 2001:494). However (Coltman, 2001:75) argues that basic rules of competition are not going to change despite significant effect of e-business on companies in industry; businesses are implementing ebusiness technologies gradually to improve their existing processes. 2.1 Rivalry among existing competitors: Rivalry is intense, almost all companies offer similar services. Absence of geographical boundaries created good opportunities for some companies, for others it is a problem due to delivery issues. Affiliations done online made powerful companies even stronger, for example E-bay and Amazon. Customers switching costs are low and other products are easily obtainable. However, prices do not necessarily go down; if overall value proposition is high as well. Overall, customers seem to be better off, because they can compare different options and choose the best option for them. 2.2 Bargaining Power of Suppliers: Suppliers may have power in a sense that they can reach many buyers easily through the internet; and the opposite is true for buyers. Communication between buyers and sellers is enhanced, they can make better deals. (Dedrick & Kraemer, 2005). This resulted in eliminating of intermediaries. For example, many suppliers
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sell products directly to consumers, such as Dell computers. Samsung itself act as strong suppliers on electronics market. Samsung selling electronics chips, LCDs and other accessorise to its competitors like Sony, Apple and HP (CNBC, 2013). However, e-business has not changed the old rules of competition and larger companies still dictate their conditions to their suppliers (Coltman, 2001). On the other hand internet may reduce supplier power through better integration with suppliers and coordination, monitoring internal and external activities in the organisation (Christensen & Methlie 2003:31).

2.3 Threat of new entrants Threat of new entrants is likely to be high, technology can be easily replicated. Entry barriers are reduced significantly as a result of technological developments (Carr, 2003). IT eliminated geographical boundaries; competition has become global (Porter, 2001). Advantages encourage other small companies and therefore increase competition even more. Reach and richness of information resulted in copying others achievements easily. On the other hand there is a high risk involved in this process. Copyright, data protection, patents are used by companies to protect their intellectual property; however, it doesnt stop other electronic companies to follow leaders in the market. For example, Even Samsung copied Apples pate nt and they have been penalised. By affiliation of two or more companies become a company can be another form on new entrance.

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2.4 Bargaining Power of buyers Buyers power seems to be high as they face low switching costs. Buyers of electronics products are not only individuals, but also businesses, e.g. Japan's Sony was its biggest buyer, followed by Apple and Dell of the United States and HP, Sony bought 1.28 trillion won ($1 billion) worth of components from its biggest Korean rival Samsung (Yoo-Chul, 2010). Customers can compare the prices, product features and choose the perceived better option for them. However, according to Information Week magazine most of the consumers go online only to obtain information; they prefer purchasing electronics such as DVD players, TVs, digital cameras offline (informationweek, 2013). The reason for that could be the complexity of the products nature or statutory rights. Customers need to see product physically, as web images could be misleading (Kaplan & Garicano, 2000). To reduce the buyer power companies concentrate on increasing trust and loyalty through building strong brand image and differentiation. Coltman et al (2001) suggest that strong brand image assists customer in making decisions to purchase a product or service offline or online (Coltman, 2001: 64).

2.5 Threat of substitutes Companies offer diversified product range and complementary products as well as information about these products and support in dealing with different issues. For example, companies like Samsung Electronics and Apple provide users with free manuals and software, online help with videos and product repairing services. In contrast, with increasing the widespread use of PCs and the Internet all above mentioned services become available to all competitors in the market. Hence, the

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traditional off-line shops are substitutes. Physical inspection is often preferable for the customers. E-business has put companies under tremendous pressure, as small and medium enterprises became equal rivals to big multinational companies. Decreased barriers to entry and affordability of modern technology have resulted in fierce competition. Consequences are that any new technology can be easily copied by competitors, product life cycle becomes shorter and there is constant need for innovation. It becomes very difficult to retain customers. However, consumers seem to be better off, they can compare the different brands and options and choose the best.

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3. Opportunities and threats posed by the internet to the Samsung Electronics. In this section readers will have better understanding about Samsung electronics opportunities and possible threats posed by internet.

Samsungs opportunities & threats OPPORTUNITIES Catalogue Richness information www.apple.com Anyone can access Samsungs website anytime anywhere. So, the information has become global and easier to obtain. In fact, this leads to increase the customers and order more than physical retail. (Kaplan & Garicano, 2000). In addition, this increase the ability to offer diversified product range and provides users with free manuals and Critical analysis software for their products. However, The competitors also (like Apple) have the same availability and chance to increase its customer. It totally tries to take a lot of interest from stockholder and market share. The customer can access many competitors and information at the same time. Furthermore, they can compare prices & quality and choose the best option. Samsung Electronics Selected Best Compaq Supplier by Manufacturing of organized. e.g. www.samsung.com to increase the visibility, e.g. of photo and THREATS well Apple website has a lot of video

Supplies

Compaq. Company is also supplier for

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(Samsungglobal, 2013)

Apple. (Supplier, 2013)

The availability of suppliers has become easier. There are many of them and have also competition in between. Therefore, Samsung can Critical analysis find good quality & low price. It means more profit. On the other hand, The competitors have the same chance to access the same suppliers. So, we go towards commodity more than branded. Disintermediati on Customers could find any product There is no online order and and buy it from physical store. paying.

Internet has changed distribution methods. Many buyers and sellers have the opportunity to connect with each other without middle person. Samsung can target its customer directly. It is too useful for consideration customers preferences and feedback (Amit and Zott, Critical analysis 2001). Otherwise, Samsung has to depend on its knowledge and cus tomers feedback because of disintermediation. There is no middleman helps it. As a result, the lack of any information may be led to switch customer to another competitor. Customer services Uses of social media, like Facebook. There is no human effect & relation. Customer service is the most important and difficult one because of Critical analysis absent of human. Thus, it may replace by social network and chat. Furthermore, it will reach to high productivity and improved decision-

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making. Instead of, bad customer services will let the competitor exploits inefficient service to its welfare. Email is more cheaper than Mobile or It may be cause stress and Transformation physical transformation customers could delete emails without reading them. Reduce storage costs & communication costs between supply-chain players, headquarters and retail outlets. Substantially, E-business is reducing transaction costs (buying delivery refund). Critical analysis On the contrary, Cost burden comes from increased government regulations. It is about 150 new rules annually. Each of these rules cost retailers about $100 million to implement.( Paper, 2012) Samsung wins the 2012 Green IT Reduce energy consumption in Green competitive Best 2013) . Customers are aware of responsibilities towards environment and Critical analysis expect retail more green efficiencies. Global Competitiveness to improve Apple Productivity Enhancement quality became the first Practice Award (Inthenews, Samsung products by 40%. (Guidetogreen, 2013)

technology company to join the Fair Labor Association with experts to to

collaborate

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enhance productivity.(Apple, 2013)

the

Retailers increase productivity by allowing quick access to information supported and promotions. They help employees to find products and efficiently manage stock. This also helps customers to be attracted and Critical analysis receive efficient customer services. Unlike, Low productivity leads to low customer services, high cost and low profit.

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4. Samsung electronics key business process and service level for its customer: This section will assist the learners to acquire knowledge about business process and customer service level of Samsung electronics. 4.1 Business Processes: A business process is a collection of linked tasks which find their end in the delivery of a service or product to a client. A business process has also been defined as a set of activities and tasks that, once completed, will accomplish an organizational goal (apian, 2013).

4.2 Research & Development: As a hi-tech organization Samsung always emphasises on innovation. Their chairman said in his historic Frankfurt deceleration Change everything but your wife and children. No wonder Samsung operate 150 R&D centres in the world. It understands that market is fast changing and speed is essential for competitive advantage. Thats why Samsung has 42000 staff working on different 42 research facilities around the world. They also invest 6.2% of their sales revenue in R&D operations (sustainability report 2012:52). And thats why Samsung can quickly take its product to new level e.g. Samsung Galaxy Ace to S4 or Led TV to smart TV. Sometimes companies take advantage of technologies unethically (Loveridge, 2013). Taiwanese brand HTC has criticised Samsung for paying Taiwanese student to write negative online reviews about its flagship HTC ONE and thinking to take legal action against Samsung.

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4.3 Outsourcing: Samsung outsources its work in various counties. Recently in 2012 they decide to outsource their laptop manufacture to Taiwan (Hazarika, 2012). They also use china India and Indonesia as their source to make semi conductors for their product. Using e-business technology made the whole process easy and in some cases possible. Now they can communicate, make order or check the quality of the product within very short time. It also gives them a secure channel (e.g. encrypted e-mail) to discuss about new invention or secret decision. On the top of that as Sams ungs main area of work is technology it gives them an extra benefit. Samsung is now operating all over the world having approximately 190,000 employees in 61 countries (Samsung Electronics (sustainability report, 2012:58). E-business technologies

enable the business to outsource its job to the outer world. But in some cases they lose control over the companies that is carrying out there job. Last year Samsung was fined because one of its suppliers in china using their workers unfairly, forcing them to work overtime and giving only one day off in a month (Kim, 2012). In other case, Samsung was accused of using tin from Indonesias controversial tin mine where they use child labour and about 150 labour died in one year (Hodal, 2013). May be Samsung is not doing it on purpose but because of e-business it went so vast that sometimes its bit hard to keep track on them.

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4.4 Supply Chain Management: Samsung keep its suppliers trained and strengthen them so they become one of the true global leaders. Samsung get its component from all over the world. It became possible for their efficient way of maintaining supply chain. But this also needs to mention that still Samsung get 80% of its components from their in house supplier (Apics, 2013). But the way it is growing Samsung now has to rely on other companies. Such as, Iljin Display sales 95% of its production, which is display screen, to Samsung and Parton does the antenna and camera modules (Mundy & Jung, 2013). Samsung is using Sharp as their high resolution LCD screen supplier for Galaxy products. They also bought 3% of Sharps share in the beginning of 2013. Samsung also using Toshiba corp. for NAND chips and Sony corp. for image censor (Reuters, 2013). The e-business technology is giving the opportunity to the organizations to go global and create affiliation with other companies beyond geographical borders. However, this huge demand of components is creating some intense competition between two giant companies such as Apple and Samsung (Perlah, 2013). They are already in a state of battle regarding suppliers (Reuters, 2013). It may also give the suppliers a better bargain power which might not be a suitable position for the organizations.

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5. Samsungs Customer Service Level Customer service means the services that a customer received during purchasing or after using an item (Turban, 2002) and its level is a measures the performance of a system that is divided to below six levels; (Kaufman, 2011) 1-Criminal, is a very poor level, customer getting angry dont coming back and even to complain. 2-Basic, is level is disappointed the customer and telling other as well. 3-Expected, its an average level and if dont promoted customer will not turn backed. 4-Desired, is a satisfactory level which is made customer motivated to come back. 5-Surprising, is a high level of service and sometimes is together with gift as well that motivated customer to come again and again. 6-Unbelievable, is a unique level service which is given unforgettable impression to customer and to tell other as well. Thus, the sales rate in Samsung is going up day by day so, its customer service level is could be measured in unbelievable level (Sustainability report, 2012:70) Samsung as a global leader in electronic industry, for obvious reasons, consider customer service its main priority. By using e-business technology Samsung can reach almost every corner of the world. Hence, Samsung has been focused by practice different strategies to meet the maxims choices and needs of them and incorporated their needs in produced difference designed of technology at the end to obtained better profit and satisfaction of customer and in spite of that has bitten back its competitors in the global market.

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Samsungs dedicated management is willing to meet customers needs and challenges and act them immediately. Samsung also focused on their customers retention based of approaching quick and exact solution and attention to customer that made enable the company to be more success and met the market changes on time. (Customer, 2012) therefore, Samsung has been trying of accepting changes and innovation, its new management the staff and product quality up graded, improved its customer service in favour of society well- being and in record of profitability has more focused on financial value rather than gross market share. Through quality accountability and prompt handling of customer demands, we will cultivate lifelong customer loyalty. Practiced well so far by Samsung and opened the Quality Experience Centre in 2009 the employee could take noted at first hand customer complaints and strengthen mentality of customer about received quantity product by employee.We carry out our vision with an innovative spirit and by challenging ourselves Samsung vision is Perfection in Quality beyond your and beside of that Samsung has created an inclusive solution system that gathering received all information technology to provide faster response times, satisfied customer and reduce human error with improved back-office workflows that enable employees to concentrate on given that high quality service to customers (Paper, 2011:8). Samsung has created a VOC (Voice of Customer) to receive and gathered all customers and companies received feedbacks in 2010 in proper way and extended this service more. They have planned to reach all problems and by different type of communication way either by email or phone and solve their problems (Sustainability Report, 2012:67) In-spite of that to Samsung started on a customer service satisfaction section to improve universal customer needs and satisfaction
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(richness) and collected data shown a positive response in quick and on time after service management and supply accessories (Special Report, 2003) Samsung has planned to open 1400 intermediary retail shop as in Best buys around America and this may open 900 shops of all entire project be accomplished by this June 2013 in every 10 miles shops (Samsung UK news, 2011).

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6. Findings: 1. Click and brick: Technology has given a big favour to online based electronics retailers but still they cannot think about to go fully online based. Samsung and others electronics retailers those are selling through online they are selling their product through others physical stores by affiliation. 2. Suppliers power: Electronics retailer Samsung is one of the largest suppliers of electronics goods as well and its biggest customers are its all potential competitors, like Apple, Sony and HP. 3. Oligopoly market: Global electronics market has been dominating by few retailers such as Apple, Samsung, Sony, HTC & HP etc. while there are unlimited customers. 4. Window to enter into a new market: E-business has opened a window for electronics retailers to enter into new market. Internet has lifted the global boundary and creates an opportunity for the companies to enter into others territory. 5. Brand Image: Brand is very important for electronics market. Companies with strong brand image are dominating world market and Samsung become top of them.

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7. Conclusion: Traditional electronics business is taking place by e-business day by day. In traditional business service cannot be super fast. But e-business makes it more than that. Just a click and everything has done. With the help of e-business technology electronics companies are providing convenience service such as payment, delivery and richness of product. Samsung may have some negative side but Samsung is helping to make our life easier and more convenient by innovating new technologies every day. Samsung may face more challenges in near future from its competitors but if Samsung maintains its quality of product and service then they have very good chance to be the number one and biggest company in the world.

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8. Bibliographies:

1. Cadle, J (2010). Business Analysis. Swindon: British Informatics Society Limited. p35-61. 2. Chaffey, D (2011). E-Business and E-Commerce Management. 5th ed. London: Prentice Hall. P12-175. 3. Chang, S (2008). Sony vs Samsung. Singapore: Jhon Wiley and Sons(Asia). p16-48. 4. Chen, B (2013) Samsung May Have Passed Apple in U.S. for Now [online] available from http://bits.blogs.nytimes.com/2013/06/05/samsung-may-havesurpassed-apple-in-the-u-s-for-now/?ref=samsunggroup&_r=0 date 15th June 2013] 5. Michell,A (2010). Samsung Electronics: and the Struggle for Leadership of the Electronics Industry. Singapore: Jhon Wiley & Sons. p 5-44. 6. Morphy, E (2013) Samsung May Have Edged Out Apple. [online] available from http://www.ecommercetimes.com/story/74985.html [Accessed date 22nd June 2013]. 7. Porter,M. Argyres, N. Anita M. McGahan, . (2005). An Interview with Michael Porter. The Academy of Management Executive. 16 (2), p43-67 [Accessed

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(2013)

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[Online]

Available

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http://www.appian.com/bpm-resources/bpm-articles/definition-of-a-businessprocess.jsp [Accessed date 17th June 2013]. 5. Apple. (2013) Suppliers responsibility Progress Report. [Online] Available from: http://www.apple.com/uk/supplierresponsibility/reports.html. 23rd June 2013]. 6. Carr,N (2003) It Doesn't Matter. Harvard Business Review, 41-49. 7. Christensen, G.E and Methlie L.B (2003) Value Creation in eBusiness: Exploring the Impacts of Internet-Enabled Business Conduct. 16th Bled eCommerce Conference eTransformation, pp 27-39. [Accessed date

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