System Engineering SAMSUNG

History• Samsung Group is a South Korean multinational

conglomerate company headquartered in Samsung Town, Seoul.

• Samsung was founded by Lee Byung-Chul in 1938 as a trading company.

• Over the next three decades the group diversified into areas including food processing, textiles, insurance, securities and retail.

• Samsung entered the electronics industry in the late 1960s and the construction and shipbuilding industries in the mid-1970s

1938-1969Samsung's Beginnings• At the start, his business focused primarily on trade export, selling dried Korean fish,

vegetables, and fruit to Manchuria and Beijing. • In little more than a decade, Samsung-which means "three stars" in Korean-would have its

own flour mills and confectionery machines, its own manufacturing and sales operations, and ultimately evolve to become the modern global corporation that still bears the same name today.

1970-1979Diversifying in Industries and Electronics• In the 1970s, Samsung laid the strategic foundations for its future growth by investing in the

heavy, chemical, and petrochemical industries.• During this time, the company also took steps to enhance its competitive position in the

world's textile industry, integrating its manufacturing processes from raw materials to end products. As a result, many new companies were created, including Samsung Heavy Industries Company in 1974 and Samsung Shipbuilding and Samsung Precision Company (now Samsung Techwin) in 1977.

• Another burst of growth for Samsung came from the burgeoning home electronics business. Samsung Electronics, already a major manufacturer in the Korean market, began to export its products for the first time during this period. Samsung's also acquired a 50 percent stake in Korea Semiconductor, further solidifying Samsung Electronics' position as a leader in semiconductor manufacturing.

1980-1989Entering the Global Marketplace

• Samsung's core technology businesses diversified and expanded globally during the late 1970s and early 1980s.

• In 1978, Samsung Semiconductor and Samsung Electronics became separate entities. • Samsung Aerospace Industries (now Samsung Techwin) was launched in February 1987.• Samsung also entered the systems development business, establishing Samsung Data

Systems in 1985 (now Samsung SDS).• In 1987, Samsung's founding Chairman Byung-Chull Lee passed away after almost 50 years at

the helm of the company. His son, Kun-Hee Lee, succeeded him as the new Chairman.

1990-1993Competing in a Changing Tech World• The early 1990s presented tremendous challenges for high-tech businesses.• Mergers, coalitions, and buy-outs were common while competition and consolidation

flourished. • Business began to flow across borders between countries and companies. • Samsung made the most of these opportunities by refocusing its business strategy to better

respond to market demands.

1994-1996Becoming a Global Force• In the mid-1990s, Samsung revolutionized its business through a dedication to making world-

class products, providing total customer satisfaction, and being a good corporate citizen – all under the vision of "quality first."

• During this period, 17 different products—from semiconductors to computer monitors, TFT-LCD screens to color picture tubes—climbed into the ranks of the top-five products for global market share in their respective areas, and 12 others achieved top market ranking in their areas.

• Being No.1 also means fulfilling corporate social obligations, whether the cause is social welfare, environmental conservation, cultural events, or sports.

• Samsung actively participated in sports marketing, and become member of the International Olympic Committee (IOC) in July 1996, greatly enhancing the company's image as a key contributor to world athletics.

1997-1999Advancing the Digital Frontier• Despite the 1997 financial crisis that affected nearly all Korean businesses, Samsung was one

of few companies that continued growing. • Samsung responded to the crisis by reducing the number of its affiliated companies to 45

decreasing personnel by almost 50,000, selling 10 business units, and improving the soundness of its financial structure, lowering its 365 percent debt ratio in 1997 to 148 percent by late 1999.

2000-PresentPioneering the Digital Age• At Samsung, we see every challenge as an opportunity and believe we are perfectly

positioned as one of the world's recognized leaders in the digital technology industry.• Our commitment to being the world's best has won us the No.1 global market share for 13 of

our products, including semiconductors, TFT-LCDs, monitors and CDMA mobile phones. • Looking forward, we're making historic advances in research and development of our overall

semiconductor line, including flash memory and non-memory, custom semiconductors, DRAM and SRAM, as well as producing best-in-class LCDs, mobile phones, digital appliances, and more.

• Samsung Galaxy is Samsung Electronic flagship line of Android Smartphone and tablets.

*Concept DevelopmentNeed

AnalysisConcept

Exploration

Concept Definition

Need Analysis-design & develop multifunction phone on Android-introduce interactive appearance and sense of multi-touch screen-to catch up with current competitor - Apple

Objective-to provide slim & sleek body structure-to provide a high-end screen display-fast processing power-functionality features cope with modern technology

Function Outline-technology and resourceSAMSUNG Electronics

-FinancePrice lower then other competitor given almost same function

Feasibility Implementation

*Concept Development

Concept ExplorationOS

• Android 2.1 →Android 4.3

Touch Screen

• LED → OLED →AMOLED → Super AMOLED

Processor• Single Core → Dual Core → Quad Core

Camera• 5 MP → 13 MP

Class Function

*Concept Development

Concept DefinitionRMA

• Faster term of usage

• Proper Apps update available

• Better approach of digital imaging

Functional Architecture

• Material• High-end fabrication

• Data• Storage• Memory• RAM

• Signal• Sensor• Wave

• Energy• Battery

Risk

• Bad review from user

*Concept Development

*Engineering Development

Advanced Development

Engineering Design

Integration & Evaluation

Advanced Development

Implement New Function• Create Samsung

approved for Enterprise Security Apps program

New Implementation of Existing Method• Integrated service Apps

within collaboration of other company

Pattern Circumvention• Create a methodology

call TRIZ for technology update

Accept Transfer Consume Produce

Signal Touch Pulse Set of Instruction Application

DataImageSoundVisual

Digital Bits Memory Storage

Material TemperedGlass

TouchScreen Touch AMOLED

Super LED

Energy Charger Power Electric Lite-on Battery

Advanced Development

Engineering DesignRequirement

Analysis

• Current Trend• Specification

• All-in one • Light• Long Lasting

• Price• Cheap• Affordable

• Network Accessibility

Functional Analysis & Design

• Apps/Software organize in block

• Easy to slide task

• Security

Component

• Electronic Board

• Case• Touch Panel• Sound• Camera• Speaker• Buttons

Design Validation

• Component Fabrications

• Test Planning• Built

prototype• Test case• Alpha & Beta

test

Integration & Evaluation

Test PlanningProduce Brand Report Card Toolkit•Delivers benefit customers desire

•Stays relevant•Price based on perception•Property positioned•Brand is consistent•Brand Portfolio•Marketing activities•Understand customer perception

•Proper support•Brand audit

System & Subsystem Integration

Type Of Phone

Galaxy•Android 1.0

Galaxy S•Android Éclair 2.0

Galaxy S4•Jellybean

Note•Kitkat

System TestProduce a FCB relationship monitor Study•To foreseen user acceptance within region/country

*Post Development

Production Operation Support

ProductionMaterial

Procurement

High-end material

Latest Technology procurement

Production Engineering

Ultra thin design - Apple

High-end Display – Motorola

High-end Imaging Processor – Nokia

High-end Intenal/External Storage, Mini Sim - Apple

Low Rate Production

Produce in Bulk

Assembly in 3rd Country

Full Production

Various type od Samsung Galaxy Smart

Phone

Operation Support• Provide specific hub for application update• Google Play• Samsung Hub

Installation & Test

• Provide strategic service center• Online help in each phoneIn Service

Support

• Hardware Modification base on demand• S4 no stylus pen Note provide stylus

• Sofware Modification base on software update• Jellybean to Kitkat

Implementation of Major Changes