Ch. 3 - Ethics & Social Responsibility

               Samsung is an global company with approximately 227,000 employees and operations in 75 countries worldwide, Samsung Electronics is fully committed to complying with local laws and regulations as well as applying a strict global code of conduct to all employees. It believes that ethical management is not only a tool for responding to the rapid changes in the global business environment, but also a vehicle for building trust with its various stakeholders including customers, shareholders, employees, business partners, and local communities. Their aim is to become one of the most ethical companies in the world that will still be respected by its stakeholders. Samsung Electronics trains its employees and operates monitoring systems, while still practicing fair and transparent corporate management.
             
               In 2005, Samsung Electronics announced the “Five Samsung Business Principles”. The principles serve as the foundation for its global code of conduct in compliance with legal and ethical standards and the fulfillment of its corporate social responsibilities. It also expresses their commitment to corporate social responsibility.

Five Samsung Business Principles

1. We comply with all laws and ethical standards.
2. We maintain a clean organizational culture.
3. We respect customers, shareholders and employees.
4. We care for the environment, health, and safety.
5. We are a socially responsible corporate citizen.

The global code of conduct sets forth detailed behavioral guidelines and judgmental standards for Samsung Electronics’ employees as members of a world leading company. The code of conduct includes elimination of nationality or gender discrimination, transparent disclosure of business information, customer information protection and partner collaboration. All of Samsung Electronics employees will abide by this code of conduct in their relationship with their peers and customers.

             The first principle "We comply with all laws and ethical standards." shows that Samsung respect the dignity and diversity of individuals while competing in accordance with the law and

business ethics. They also go to great measures to protect the information of individuals and business partners. The second principle "We maintain a clean organizational culture." states that they make a strict distinction between public and private affairs in their duties and maintain the dignity of Samsung Electronics in all external activities. The third principle "We respect customers, shareholders and employees." shows that Samsung puts priority on customer satisfaction in

management activities, pursues management focused on shareholder value, and endeavors to improve their employee's quality of life. The fourth principle "We care for the environment, health, and safety." explains how Samsung believes it's their responsibility to do business in a way that enriches our planet. They are guided by their focus on the "greening" of management, products, processes, workplace and communities. Their green management policy guides and supports the continuous enhancement of greener environment through all of their business activities including product design, manufacturing process and workplace operations. The final principle is "We are a socially responsible corporate citizen." which shows how Samsung sincerely execute their basic responsibilities as an corporate citizen and respects the social and cultural values of local

communities. Samsung also build relationships of co-existence and co-prosperity with their fellow business partners.

Ch. 2 - Strategic Planning for Competitive Advantage

Samsung is an multinational organization. They do not specialize in one thing. They have a series of products and services that they bring to the table. Their biggest subsidiary is Samsung Electronics. It is the world's largest manufacturer of mobile phones and smartphones fueled by the popularity of its Samsung Galaxy line of devices. The company is also a major vendor of tablet computers which are part of the android powered Samsung Galaxy Tab collection. It is also regarded as pioneering the tablet market through the Samsung Galaxy Note family of devices. Samsung has a lot of competition in their electronic department, but they are better than anybody else at learning from their competitors. They know how to pivot and produce quickly, coming out with a variety of devices. Samsung has a better competitive advantage because it sees what the market responds to, pushes successes, and kills failures. It has differentiated itself from its competition with larger screens, different features, successful marketing, and delivering what consumers want. People love Samsung because they get so much out of it.

Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

HISTORY

Samsung is an South Korean multinational conglomerate company headquartered in Samsung Town, Seoul.Samsung was founded by Lee Byung-chul in 1938. Samsung product line includes apparel, chemicals, electronics, electronic components, medical equipment, precision instruments, semiconductors, ships, and telecommunications equipment. Samsung entered the electronics industry in the late 1960's and the construction and shipbuilding industries in the mid-1970's. In 1987, Samsung was separated into four business groups which are Samsung Group, Shinsegae Group, CJ Group and Hansol Group. The globalization of their activities and electronics has been their biggest source of income. Samsung industrial subsidiaries include Samsung Electronics, Samsung Heavy Industries, Samsung Engineering, and Samsung C&T. Due to it's success in their electronics business, Samsung has been identified as a global industry leader in technology.

MISSION STATEMENT

"We will devote our human resources and technology to create superior products and services, thereby contributing to a better global society."