An Environmental Analysis for

Samsung Electronics

By: Ashley Love

Project & Portfolio II: Business and Marketing




The STEEPLE Analysis  (Include Citations)





  1. Samsung was founded in Korea and their headquarters is still based out of there. Samsung is just the biggest of what South Koreans refer to as Chaebols, giant, family owned conglomerates that essentially control industry. (Shen, 2015)
  2. They are a family owned company that has grown into its third generation of leadership with current chairman Lee Byung-chul’s son, Lee Jae-yong, poised to build on of the foundation his father built. (Shen, 2015)





  1. Samsung is one of the world’s leading technology companies with an array of products that go beyond cellular phones and include appliances, televisions, and home security.
  2. Samsung’s aim is to stay ahead of their competitor’s technologically and through innovation.






  1. Samsung expanded to the emerging and developing markets to make up for their lost business from the developed world to their competitors. According Nasdaq, emerging markets are the key to Samsung’s future success. (Emerging, 2012)
  2. Samsung is responsible for 20% of South Korea’s Economy with $237 Billion dollars in sales in 2015. (Weissman, 2015)




  1. Through eco-innovations, is working to build a smarter and more environmental friendly future for the world. At the end of 2013, Samsung had 3,285 Global Eco-Product Certification Marks. (Eco-Innovations)
  2. Samsung is dedicated to creating products that are not only environmentally friendly, but also energy efficient without sacrificing the quality of the products. (Eco-Innovations)






  1. Overall, the political market favors Samsung except for markets like India. (Pressure)
  2. As each CEO comes to the plate, they must prove themselves worthy of the position to Samsung’s board members and even the world before being able to accept the position. (Pressure)







  1. Governments have now imposed laws including copyrights for cellular phone manufacturing. Samsung was sued by Apple in 2011 by copying their touch zoom concept and had to pay $1 billion in fines. (Apple, 2011)







  1. As a company with 160,000 employees, Samsung is fully committed to complying with local laws and regulations and holds a strict conduct policy for the employees that work for them.
  2. Their management philosophy is “Devoting its talent and technology to creating superior products and services that contribute to a better global society.


The SWOT Analysis





1.    Samsung is the world’s leading electronics manufacturer.



2.    Samsung leads  the world in mobile phone manufacturing.



3.    Samsung is prided on their strong manufacturing capabilities.



1.    Samsung is unable to match Apples’s marketing capabilities.



2.    Samsung is being trailed by some of their Chinese competitors.



3.    By some Apple seems more dependable than Samsung as far as electronics goes.


1.    People are wanting to purchase more tablets and smart phones.



2.    They are branching off into wearable technology.



3.    They are able to offer their products via online distributers.



1.    Apple’s quality reputation surpasses theirs.



2.    If Apple starts selling consumers household appliances.



3.    Chinese cellular manufacturers are gaining momentum.





Samsung is the leading technological company in the world, but to stay there they must up their marketing game to go above and beyond Apples and keep being innovative with the products they offer. Chinese companies are gaining momentum so their competition is growing. Apple has a good reputation for high quality products that last and Samsung must do their best to match or go above and beyond this reputation because people will pay for quality.


By selling products into developing and emerging markets, Samsung will have much success in the future by making up for their lost business in the developed world which Apple caters to. By continuing to be economically friendly they will hold their place in the market and help the world in the process.



Last, F. M. (Year, Month Date Published). Article title. Retrieved from URL
Shen, L (2015, June 19). Meet the Samsung’s billionaire Lee family. Retrieved from


Shaughnessy, H, (2013, March 7). What makes Samsung such an innovative company. Retrieved from


Emerging Money. (2012, July 11) Emerging markets are key to future success of Samsung. Retrieved from


Weissman, J. (2012, July 31) Whoa: Samsung Is Responsible for 20% (!?) of South Korea’s Economy. Retrieved from


Samsung Eco-Innovations. (n.d.) Retrieved from


Samsung Keeps It In The Family Despite Political Pressure. (n.d.). Retrieved from


Apple Vs. Samsung: The Complete Lawsuit Timeline (2011, November 2) Retrieved from


Samsung Value Code of Conduct (n.d.) Retrieved from