SWOT ANALYSIS

I. Strengths:
1. Global famous brand:
According to statistics from the internet, in the past 5 years, Samsung has twice in a row entering
the top 5 Best Global Brands, especially in 2021 voted by Interbrand. Through research, we
know that Samsung's brand value is 74.6 billion USD (2021), a remarkable increase of 20%
compared to 2020 and certainly in the future, Samsung's brand value will always grow strongly.

Interbrand evaluates a company's brand value based on a thorough examination of several aspects
such as financial success, brand effect on purchases, and brand competition. Besides, on October
12, 2021, Samsung was also ranked 1st by Forbes as the World's Best Employer in 2021 for
the second year in a row. As a global organization with employees and businesses around the
world, Samsung has once again been chosen as the number one employer.

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2. Technology development year by year:
Through 90 years of establishment, Samsung has accumulated a lot of experience and has
become a giant in the technology industry. Samsung's product launches are always as innovative
and improved as possible and completely different from previous years. For example, the phone can
fold the screen in half, ...

On the evening of January 7, 2021, in Ho Chi Minh City, VnExpress held a ceremony to
award the Tech Awards 2021, including brands and technology trends voted by technology
experts and newspaper readers. The Tech Awards event honors excellent technology products and
brands in 19 different categories, and Samsung has received many prestigious awards.

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In 2021, Samsung overwhelmed the phone awards when it won the three most prestigious
awards: Excellent phone for the Galaxy Z Fold3. In addition, the company also received two other
phone awards, including: The best 5G feature phone: Samsung Galaxy A32 5G, and The Leading
technology phone: Samsung Galaxy A52S 5G.
3. Trusted and Chosen:
Samsung is committed to creating a more sustainable, personalized, and connected future via
products and activities that decrease environmental impact, cater to customer lifestyles, and
improve seamless, intelligent experiences.
It is undeniable that Samsung always has a very good sales and customer care policy, so
customers always trust and choose Samsung products. In addition, Samsung's sales revenue is
always high and stable, so Samsung has never fallen into a state of crisis or collapse. Therefore, it
can be said that the name Samsung is always at the top and famous.
In addition to Samsung's good customer care policy, this Brand also offers a variety of
fashionable and modern phone models, eye-catching colors, and superior technology
compared to other competing brands.

4. Wide product distribution network:

Samsung has opened many retail branches around the world, participated in e-commerce
floors or trade centers, large and small electronics supermarkets around the world to display
and sell its products. So customers can buy Samsung brand products everywhere easily.

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Even if you are too busy and can't go to the place to buy, you can still stay at home and order their
equipment through the internet, e-commerce platforms, or on the brand's own website.
Samsung’s website store: http://www.samsung.vn.
II. Weaknesses:
1. High price:
Because Samsung's technology is always at the forefront of the phone industry, the price also
goes hand in hand with the quality. To maintain product quality as well as brand value, Samsung
products are always more expensive than competitors such as Apple, Huawei or Xiaomi,
Oppo, etc. For example, Apple launches a line Latest iPhone 13 Pro Max 1TB with the highest
price of about 44.5 million VND. Meanwhile, Samsung's Galaxy Z Fold3 5G Smartphone, 256
GB costs about 53 million VND (excluding tax).

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Therefore, Samsung should focus on balancing quality and finance so that it can cope and survive
the competition with other prominent brands.
2. Heavily dependent on the American Markets:
This is perhaps the biggest weakness of the Samsung company, which is its dependence on the
US market. The US is a large market with high purchasing power, diverse customers, and a very
high demand for buying technology products. It can be seen that this is Samsung's most potential
market.
It is predicted that Apple and Samsung have sold at least 70.8% of smartphones in the United
States. Although Samsung has diversified its resources and expanded its operations in Asia,
constantly developing and expanding its market, sales are still heavily dependent on the US market.
If the US economy has a problem, crisis, or recession, Samsung's revenue will also decrease.
III. Opportunities:
Due to its high brand value and wide selection, Samsung can completely improve the quality of
its personnel and source large potential customers. Currently, Samsung is having many
innovative plans and policies toward environmental protection and that is also one of the reasons
that consumers choose Samsung.
More specifically, Samsung has been launching an application to support donations (charity)
for needy people around the world, this is also a completely great idea that hits the hearts and
minds of customers.
IV. Threats:
1. Rise of Counterfeiting:
Numerous research investigations show that Samsung is by far the most counterfeited phone
brand. According to AnTuTu - a mobile benchmarking service, more than 36% of all counterfeit
smartphones are Samsung knockoffs. Furthermore, the Samsung Galaxy S7 Edge is the most
counterfeited smartphone model.
2. Imitate ideas:
It can be seen that Samsung is currently the first and only brand that owns a mobile phone
with a double screen in the world. It is highly likely that in the future there will be other brands
taking this idea and developing more about their products. This shows that Samsung needs to
innovate and update more in creativity and production.
3. Strong Competitors:
Up to now, Samsung's biggest competitor is still Apple. Technology is developing more and more,
so there are many new potential competitors such as Vivo, Xiaomi, Huawei, ... coming from
China and these businesses are manufacturing and selling devices at a much cheaper price
than Samsung. So Samsung needs to constantly try, create, perfect and come up with newer
solutions.

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Sources:
Samsung lọt vào Top 5 Thương hiệu Toàn cầu Tốt nhất 2021 (ssv.land)

Công ty Điện tử Samsung củng cố giá trị thương hiệu với Top 5 các Thương hiệu Toàn cầu Tốt nhất của
Interbrand 2021 – Samsung Newsroom Việt Nam

Samsung, LG nhận nhiều giải thưởng công nghệ tại Tech Awards 2021 (thanhnien.vn)

Samsung giới thiệu tầm nhìn ‘Together for Tomorrow’ tại CES 2022 – Samsung Newsroom Việt Nam

Nên mua điện thoại Samsung nào 2022? Gợi ý các đại diện từng phân khúc (thegioididong.com)

Top 19 điểm mạnh của samsung hay nhất 2022 (xmdforex.com)

Nên mua điện thoại nào tốt nhất hiện nay? | Chonmuagi.com

Vì sao nên chọn mua Samsung Galaxy A53 5G trong năm 2022? - Fptshop.com.vn

Silver Galaxy Z Fold3 5G Smartphone, 256 GB by Samsung | SSENSE