Samsung Malaysia Electronics Sdn Bhd
Samsung Malaysia Electronics Sdn Bhd -
Consumer Electronics - Malaysia
Strategic Direction
·
Samsung aims to be one of the
world's recognised leaders in digital technology through constant innovation,
strategic alliances and excellent R&D facilities from their parent company,
Samsung in Korea.
·
Samsung is expected to gain a
better market share as it has the knowledge and expertise in the consumer
electronics market. Its range of products is impressive and attractively priced
with advanced features and usage.
·
Its main challenge in the
electronics industry is to remain competitive as similar and affordable
products manufactured in China enter the market and given the constant
competition from similar companies such as Sony.
Key Facts
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Full name of company:
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Samsung Malaysia Electronics (SME)
Malaysia Sdn Bhd
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Address:
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3B-9-7 Level 9 Block 3B Jln Stesen
Sentral 5 Kuala Lumpur 50470
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Tel:
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603-22636731
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Fax:
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603-22636759
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www:
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www.samsung.com.my
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Activities:
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Global market leader and
manufacturer of consumer electronics, LCDs and various home appliances
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Source: Euromonitor
International from company reports, Trade press
|
|
2005
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2006
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2007
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Net sales
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RM1.1 million
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RM1.4 million
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RM2 million
|
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Net profit
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> RM700,000
|
RM1 million
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> RM1 million
|
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Number of employees
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2,200
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> 2,200
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> 2,200
|
Source: Trade
press, Company research
Company Background
·
Samsung Malaysia Electronics
(SME) Malaysia is part of a larger group under its parent company, Samsung
Corp, which is established in Korea. Samsung Malaysia Electronics was set up to
cater for the local market in Malaysia as well as be a subsidiary office to
deal with marketing and consumer services for Samsung Electronics products and
appliances.
·
Samsung currently imports,
distributes and manufactures various consumer electronic products and home
electrical appliances. Its broad range of products also includes semiconductors,
mobile phones.
·
Being a global market leader
and manufacturer of consumer electronics, Samsung has a wide variety of
consumer and home electronics to cater to almost every consumer. Samsung
Electronics is the global market leader in more than 60 products, including
digital displays such as LCD displays, plasma displays and OLED displays; home
electronics equipment such as TVs, DVD players, Blu-ray players, home cinema
systems, set-top boxes and projectors; and mobile devices such as mobile
phones, mp3 players, digital cameras and camcorders.
·
Currently the company is
increasing its workforce due to high demands for consumer electronics in the
market. This is due to new technologies being introduced and the company is
taking advantage of this by innovating new products.
·
The company’s headquarters is
located in Kuala Lumpur. It has various authorised distributors around
Malaysia, which are responsible to distributing to retailing companies such as
electrical stores and specialised stores. Kuala Lumpur is a key cities of
concentration due to its regional customer base and influence.
·
One of the latest activities
from Samsung was the sponsorship of the Malaysian leg of the World Cyber Games
(WCG) 2008. As the worldwide sponsor of WCG since 2000, Samsung has continued
to support these values via its commitment of contributing to the community and
promoting the spirit of cyber gaming. The company's sponsorship of WCG is aimed
at providing a platform for youths to express themselves
·
In terms of new product
launches, Samsung has introduced the concept of 'Purer Living', which was taken
to a completely new level with the launch of Samsung Malaysia's range of
digital home appliances. Unveiled for the first time at the Samsung Home
Appliances Road show 2008, the new range of innovative products showcased
Samsung’s ongoing effort to enhance every aspect of consumers' well-being and
health, whilst capturing a larger segment of the refrigerator and washing
machine categories.
Production
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Currently in Malaysia, Samsung
Electronics has two manufacturing plants, namely Samsung Electronics (M) Sdn
Bhd (SEMA), located in Port Klang, and Samsung Electronics Display (M) Sdn Bhd
(SDMA), located in Seremban, Senawang, Negeri Sembilan.
·
Samsung Electronics currently
manufactures components for its own brand in Malaysia and it does not
manufacture for any other brand in Malaysia.
·
Samsung Electronics’ presence
is due to the fact that consumers in Malaysia are aware of this brand, which
offers numerous consumer electronics and household appliances. This has
resulted in it having a big influence among other brands in the market.
·
Samsung Electronics currently
has no plans to export to neighbouring countries as the manufacturing
facilities set up in Malaysia is mainly to cater for the needs of consumers in
Malaysia.
Competitive Positioning
·
Currently the company is in the
market with its core activities of manufacturing, distributing and importing.
As it is already involved in the above categories, and with factories set up to
manufacture various consumer and home electronics, Samsung currently has no
interest in other markets.
·
The company has a wide product
portfolio which caters to almost every age ranging from young adults interested
in consumer electronics to professionals looking for high-end consumer
electronics with sophisticated functions.
·
In order to capture a wider
range of customers with its products, Samsung positions itself mostly in the
mid-end market and the low-end market. In terms of low-end market, it has
affordable consumer electronic products such as basic mobile phones and CRT TVs
for the mass market usage.
·
With a large presence in the
electronic and electrical field, the company is a leader and also responsible
for innovation in the market due to its large customer base all over the world.
It plans to innovate and become a leader for consumer and home appliances
products in the market.
·
Samsung is currently commanding
about 40% of the share in the consumer electronics market, making it the
leading company in 2008. Its shares have been growing due to constant
innovation and competitive pricing of its products.
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Samsung is currently setting
new heights with more products being launched to capture a better market share.
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Being a large company that
manufactures, distributes and imports, Samsung is now positioned to be in a
growing segment due to its constant launch of new products. The company has
positioned itself in the more mature market; it has also overtaken some of its
competitors in terms of market position and sales as a result of its strategic
business ideas.
·
Samsung Electronics now enjoys
strategic partnerships with many leading companies outside Korea. It aims to
foster an atmosphere of openness and mutual benefit with other leaders in the
world electronics industry to co-develop products that will enhance the quality
of people's lives.
