Change project: According to the report of Bohn, D. (2018) specifies that the key competitors of Samsung consist of: Apple, Oppo, Lenovo, Panasonic, HTC, Sony, Huwawei, Philips, Microsoft, Nokia and LG.
Refer to appendix 1 for Samsung’s products. Products and services: The multinational company produces almost all kinds of electronics, some of them include: smart phones, smart watches, tablets, televisions, refrigerators, laptops, desktops, printers, surveillance systems and medical equipment (KOREA EXPOSÉ, 2017). Main customer segments: Samsung focuses on customers who are between the age of 15 and 45 this is because the consumers in this age group are more updated on the technological changes (Mmaglobal, n.d.). Most of the main markets of Samsung are located in Asia (especially India). (n.d.), the company mainly focuses on customers or countries which have similar needs and interests. This multinational company makes up 17% of South Korea’s Gross Domestic Product (GDP). (2016), states that Samsung employs over 489,000 people and operates in more than 80 countries all around the world.
(n.d), Samsung was originally introduced by Lee Byung-chul in Daegu, South Korea as a grocery trading store and later in 1969 it set foot in the electronics industry. SAMSUNG CONTEXT: As reported by Bondarenko, P. STAKEHOLDER RELATIONSHIP OF SAMSUNG COMPANY Dr Kennedy Amadi, Ph.D Lecturer The Great Lakes University of Kisumu Nairobi ,Kenya.
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