2. INTRODUCTION
Samsung Electronics Co. Ltd is a global leader semi-conductors,
telecommunications, digital media and digital convergence technologies, with
consolidated sales of US $96 billion in 2008.
Employing approximately 164,600 people in 179 locations across 61
countries, the company consists of two business units - Digital Media &
Communications, and Device Solutions. Recognized as one of the fastest
growing global brands, Samsung Electronics is a leading provider of digital
televisions, memory chips, mobile phones and TFT LCDs.
MISSION STATEMENT
'We will devote our human resources and technology to create superior
products and services, thereby contributing to a better global society'.
5. STARS
(HIGH GROWTH, HIGH MARKET SHARE)
Stars are leader in business
They also require heavy investment to maintain it’s large market share.
It leads to large amount of cash consumption & cash generation.
Attempts should be made to hold the market share otherwise the star will
became a cash cow.
Products of Samsung in Star
Smart Phones (Galaxy S5, S4)
LCD (H5630 Smart LCD)
Watches ( Gear 2)
6. CASH COWS
( LOW GROWTH, HIGH MARKET SHARE)
They are foundation of the company & often the stars of yesterday.
They generate more cash than required
They generate more cash than required.
They extract the profits by investing as little cash as possible
They are located in an industry that is mature not growing or declining
Products of Samsung in Cashcows
Memory Cards
Laptops
Digital Cameras
7. QUESTION MARK (?)
(HIGH GROWTH, LOW MARKET SHARE)
Most business start of as question marks
They will absorb great amount of cash if the market share remains
unchanged (low)
Question marks have potential to become star & evenly cash cow but can
also become dog.
Investment should be high for question marks.
Products of Samsung in Question Mark (?)
Washing Machine
Microwaves
Refrigerator
8. DOGS
(LOW GROWTH, LOW MARKET SHARE)
Dogs are the cash trap
High cost-low quality
Products of Samsung in Dogs
CD player
Hard-disk drives
Application processors
9. CONCLUSION
Though BCG matrix has its limitation it is one of the
most famous & simple portfolio planning matrix,
used by large companies having multi-products.