Topic

How Bada of Samsung win Smart Mobile Market?

Group 4

Trần Minh PhươngBùi Thị Kim DungLê Nhân NgọcHoàng Thị Thuỳ Linh

OutlineBackground

Samsung Corp.Samsung ElectronicsBada

SWOT analysisStrategy

BackgroundI. Samsung Corp.

one of the largest commercial multinational corporation in

South Korea

invent cars, electrical goods,

chemicals, aircraft, ships, business hotels, theme parks, building skyscrapers, textile, food .etc.

headquartered in Samsung Town, Seoul, South Korea.

BackgroundII. Samsung Electronics

the largest part of the Samsung Group & one of the largest electronic companies in the world

In 2009, the world’s biggest IT maker with sales revenue in the areas of LCD &LED displays & computer chips the world’s No.1

BackgroundIII. Mobile – Badathe winners of the 2010

European EISA Awards in the smartphone and social media phone categories

Samsung bada is a smartphone platform , created for wide range of device, unveiled in 2010

offer various applications & an interesting new space

STRENGTHS Samsung:Longtime supplier, Prestigious brandWide range of retailer network

Competitive prices compared to other smart phones

Eye-catching design, trendy, broad product line

STRENGTHS Interactive user

Support diverse services

Open platform, easy to install configuration

WEAKNESSES A new operating system →less compatible apps and games

Not used widely

Specializes in hardware,not software→ heavily dependent on external software suppliers

Chance of large marketshare in upper class

Opportunity

Outstanding in Mobile World Congress 2011

>> more investment and cooperation

Opportunity

The decline of other operating systems >> more software designers for Bada

ThreatHard to compete with others

ThreatThe growth < customers’ demand

ThreatLosing customers’ confidence

StrategyAdvertisingFamous people:

singers, actors, actresses…

Include images of Bada cell phone in:MoviesVideo clipsTV Series

Strategy

Upgrade Bada OS catch up with new trend fix errors in previous version

StrategyApplications

Multi-language

Various types

Free applications

Strategy

World-wide Competitions on writing new applications for Bada

More application Bring Bada’s image to people

StrategyYear Symbia

nAndroi

dRIM iOS Micros

oftOther OSs

2010 37.6 % 22.7 % 16.0 % 15.7 % 4.2 % 3.8 %

2009 46.9 % 3.9 % 19.9 % 14.4 % 8.7 % 6.1 %

2008 52.4 % 0.5 % 16.6 % 8.2 % 11.8 % 10.5 %

2007 63.5 % N/A 9.6 % 2.7 % 12.0 % 12.1%

Market Share by OS

Invite Symbian and Microsoft developers to work for Samsung

Produce phone using Android OS along with phone using Bada