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분야
doc1.1 Overview
1.2 Printer Industry
1.3 Company
2 Environmental Scanning
2.1 External : Five Forces analysis
2.2 Internal
2.3 SWOT
3 Strategy Formulation
3.1 KSFs
3.2 Strategic issue
3.3 Strategy
3.4 RERC Framework
4 Strategy Implementation
4.1 Printing Solution optimization
4.2 Sales network Expansion
4.2.1 Price Leadership
4.2.2 Switching Cost Reduction
4.2.3 Leveraged Network
5 Conclusion
As begin of facsimile business in 1983, Samsung Electronics produced Mono laser printer in 1991. After developing ink-jet printer and multifunctional printer in 1995, Samsung exported mono laser printer since 1997. Then Samsung started color laser printer business from 2003. In 2006, Samsung Electronics was able to produce the World's smallest color laser printer and started color laser multifunctional printer business. According to IDC 5000, for five years from 2000 to 2005, Samsung Electronics achieved the rapidest growth in the printer market by CAGR 24% growth rate for 5 years.
From 2003, the reason why Samsung Electronics focused on producing color laser printer was entry barrier of inkjet printer market. Conventional inkjet printer market was protected by technology patent, so that Samsung Electronics had to pay for patent fee to the other competitors who had core technology at that time. Due to this patent problem, Samsung Electronics turned to color laser focused strategy since 2003, and after five years later Samsung Electronics ranked the 1st place in the Korea, and 2nd place in world color laser printer market by around 15% market share.
2006 2007
Company Sales volume Market share (%) Company Sales volume Market share (%)
HP 233,979 55.7 HP 151,649 44.3
Brother 57,283 13.6 Samsung 50,067 14.6
Epson 40,449 9.6 Brother 31,404 9.2
Canon 20,879 5.0 Xerox 22,481 6.6
Konica 18,353 4.4 Epson 20,465 6.0
Xerox 16,854 4.0 Dell 14,466 4.2
OKI 14,683 3.5 OKI 12,682 3.7
Ricoh 6,510 1.6 Konica 12,077 3.5
Dell 2,250 0.5 Ricoh 9,448 2.8
Lexmark 2,103 0.5 Canon 7,756 2.3
Sum 419,747 100.0 Sum 341,950 100.0
[Table 2 – World Color Laser printer market share]
Thanks to the growth of color laser printer market, Samsung Electronics turned out to be successful by focusing on promising color laser printer market. Also Samsung Electronics ranks the 1st place in CIS (Commonwealth of Independent States) market overwhelming Hewlett-Packard. But Samsung Electronics sold its color laser products mostly to Small and Home Office (SOHO), and this is the reason why Samsung Electronics is not succeed yet in B2B market, as B2B customers needs more large, multifunctional printers. In addition, Samsung Electronics still generates most revenue from B2C printer market by 60% . By this situation, Samsung Electronics recently has tried to move to B2B business by developing printing solutions, producing color laser multifunctional printers.
To review, the current situation of Samsung Electronics is below;
Core competency on ① product design, ② technology on color laser printer
No. 2 in world color laser printer market by 15% M/S
But focused more on B2C business than B2B
