Samsung is a technology conglomerate popularly known for its consumer electronics that, in this SWOT analysis, relate to business competitive strengths that keep the enterprise a major player in the international market. This SWOT analysis indicates the most relevant strengths, weaknesses, opportunities, and threats in the technology business and its operating environment. This SWOT analysis includes an external analysis of opportunities and threats affecting Samsung. On the other hand, the internal analysis part specifies the company’s strengths and weaknesses, which affect business development compared to competitors. Samsung’s generic strategy for competitive advantage and intensive strategies for growth can be seen as responses to the internal and external strategic factors discussed in this SWOT analysis of the enterprise and its multinational industry environment.
Based on the SWOT analysis framework, the strategic objectives of Samsung Electronics and other divisions and subsidiaries of the Samsung Group aim to address competition involving various technology companies. These competitors have a strong industry position and organizational resources and capabilities to erode Samsung’s market share. Capturing the opportunities shown in this SWOT analysis helps the company remain a major competitor in the international market.
Samsung’s Strengths (Internal Factors)
Business strengths are internal strategic factors that, in this SWOT analysis, refer to competencies, resources, and capabilities that support the company’s value chain and the growth and profitability of its semiconductors, consumer electronics, and technology solutions businesses. The organization capitalizes on these strengths to bring Samsung’s mission statement and vision statement to fruition. These internal factors relate to market demand and related supply chains, especially those linked to consumer electronics, which is the main source of the company’s revenues. Samsung’s strengths are as follows:
- Strong global brand tied to consumer electronics
- Semiconductors and electronics manufacturing expertise
- Synergistic support among divisions or subsidiaries
Samsung’s brand is one of the most competitive in the global market, especially for consumer electronics. The brand rivals some of the biggest names in the industry, such as Apple, Google, and Sony. This strength is an internal factor that supports Samsung’s ability to grow and expand against competitors. This SWOT analysis also identifies the company’s design and manufacturing expertise for semiconductors and electronics markets. This strength is notable, considering that major technology companies use Samsung electronic components in their respective finished products. Another strength in this case is the synergistic support involving the technology company’s divisions and subsidiaries. For example, Samsung Electronics benefits from the conglomerate’s semiconductors business. This synergistic support is based on the divisions and subsidiaries in Samsung’s organizational structure (company structure). The internal factors in this aspect of the SWOT analysis are used in the enterprise’s strategies for growth and to compete in the saturated global market for consumer electronics.
Samsung’s Weaknesses (Internal Factors)
Samsung’s weaknesses are internal factors that reduce business capabilities in capturing the opportunities shown in this SWOT analysis. These weaknesses impose limits on the long-term success of the company’s semiconductors and consumer electronics business. The following are the weaknesses of Samsung:
- Dependence on Android OS
- Lack of a competitive comprehensive platform for hardware, software, and services
Samsung’s dependence on Android OS is a weakness that limits business capabilities. For example, the company’s smartphone operating system, functions, and related licenses are restricted because of Google’s licensing of Android. Also, Google’s influence on Android development weakens Samsung’s competitive position, as both companies directly compete in the market for smartphones and other mobile computing devices. In relation, this SWOT analysis points to the lack of a competitive platform to rival Apple’s ecosystem of hardware, software, and services. This internal strategic factor makes Samsung relatively weak in increasing the switching cost of its customers when deciding to purchase consumer electronics from competitors. The weaknesses shown in this aspect of the SWOT analysis are internal strategic factors that prevent the company from offering an expansive product range and further strengthening customer loyalty relative to Apple and Google.
Opportunities for Samsung (External Factors)
Opportunities are external factors that allow further business growth, as presented in this aspect of the SWOT analysis of Samsung. These opportunities are linked to technological development, market development, and alliances with various business organizations. Samsung’s strategic opportunities in the international market are as follows:
- Strategic partnerships with software developers
- Strategic partnerships with online service firms
- Business growth through product development
- Business growth through diversification
This SWOT analysis considers strategic partnerships with software developers as an opportunity to grow Samsung’s revenues, considering the company’s design, development, and manufacturing capabilities. For example, exclusive partnerships with software developers can provide additional functionality to make the company’s consumer electronics more competitive. Similarly, strategic partnerships with online service firms are an opportunity for stronger competitive advantages. This external strategic factor refers to exclusive agreements between Samsung and other firms. Spotify already has a partnership agreement to make the music streaming service an integrated part of Samsung mobile devices.
Another opportunity significant in this SWOT analysis is to grow the business through product development, such as in the form of new or improved variants of semiconductors and electronics products. This external factor is an opportunity to boost the technology conglomerate’s competitive advantage through its products’ features. Samsung’s organizational culture (business culture) and related human resource management capabilities can support strategies for exploiting product development opportunities in global markets. In addition, diversification is an opportunity to grow the business in terms of entering new industries or operations, although exploiting this opportunity presents risks that can harm the company’s semiconductors and consumer electronics businesses. The external factors in this aspect of the SWOT analysis indicate the favorable business environments where Samsung can grow its revenues, increase its market share, and improve overall competitive advantages.
Threats to Samsung (External Factors)
Threats are external factors that, in this SWOT analysis of Samsung, reduce or destabilize business performance, growth, and development in the global market for semiconductors, consumer electronics, and related technologies. Even though the company has a large and diversified multinational footprint, some factors in its industries present threats. The following are the main threats that affect Samsung:
- Competition, especially in the consumer electronics industry
- Imitation of consumer electronics products
- Legal restrictions and lawsuits
Competition is the most significant threat relevant to this SWOT analysis of Samsung. This external strategic factor refers to competitive pressure from Apple, Google (Alphabet), Microsoft, Sony, Intel, LG, and other firms. These competitors can reduce Samsung’s market share and corresponding sales revenues. Additionally, imitation is an external factor that threatens the company, especially in market segments that are price sensitive. For example, cheaper phones that partially imitate the company’s smartphone designs are attractive among price-sensitive customers. The combined threats of competition and imitation can be further understood through a Five Forces analysis of Samsung and its competitive environment. In this SWOT analysis, legal restrictions and lawsuits are external factors that also threaten the company in terms of limitation of business performance, especially in major mobile technology markets, like the United States and the European Union, where Apple and other competitors are actively pursuing legal avenues. The threats identified in this SWOT analysis persist against Samsung and, thus, require strategies to mitigate their effects on the business and to maintain the company’s competitive advantages.
Internal and External Issues
The strengths, weaknesses, opportunities, and threats in Samsung’s business and industry environment present a competitive situation that requires innovative strategies to continue business growth despite competition. As this SWOT analysis indicates, the company possesses core competencies for capturing a bigger market share, increasing sales revenues, and growing the technology business operations. However, Samsung’s weaknesses are barriers and challenges that require strategic solutions. The company can exploit the identified opportunities, such as strategic partnerships, to strengthen its competitive position in the international market for consumer electronics.
This SWOT analysis also emphasizes Samsung’s weakness of the lack of a competitive comprehensive platform, like Apple’s. Samsung can use the previously mentioned partnerships or develop its own platform to target certain services that can open new opportunities for growing its business. In addressing the issues identified in this SWOT analysis, the corporation can expect a continuously strong industry position, and possible mitigation of the effects of competition, imitation, and other strategic issues.
Strategic Fit based on this SWOT Analysis of Samsung
Samsung has a high level of strategic fit, based on the business strengths and opportunities examined in this SWOT analysis. The information technology business can use its brand and manufacturing expertise to attract new partners. The resulting partnerships can increase the effectiveness of Samsung’s marketing mix (4P). For instance, new partnerships with software developers can lead to a stronger brand, which can enhance the company’s promotional activities and related marketing strategies and tactics.
Samsung’s manufacturing expertise and the synergy mentioned in this SWOT analysis can support growth through product development and diversification. Product development and diversification endeavors can widen the product mix and create more opportunities that support Samsung’s corporate social responsibility strategy. For example, in diversification, collaboration between new business units and the existing divisions or subsidiaries can facilitate new sustainability solutions for the consumer electronics business.
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