NAME:-SHIVAKANT TIWARI

ROLL NO:-17/24-25
SUBJECT:-Customer Relationship Management

ANALYZING CRM POLICY OF SAMSUNG

Introduction:
Samsung is a prominent electronics company that has a significant influence
worldwide. Its presence has led to numerous new technological innovations and
serves as an inspiration to many other electronic companies.

As a successful company, it is crucial for Samsung to effectively manage vendors,

customers, and other business partners to ensure the company's sustainability. In
order to achieve this, Samsung has implemented the Samsung Customer
Relationship Management (CRM) software.

The Samsung Customer Relationship Management software plays a pivotal role in

facilitating the relationships between Samsung and its business partners. With an
estimated revenue of around 234 billion USD, Samsung is able to control its
interactions with vendors and customers through the automation offered by the
software
Customer Relationships:
Samsung strategically builds customer relationships by leveraging its robust
Customer Relationship Management (CRM) software. Through the effective use of
CRM, Samsung nurtures strong connections with its customers, fosters loyalty, and
drives long-term value.
This descriptive explanation delves into how Samsung builds customer relationships
using CRM, emphasizing its commitment to customer centricity and excellence.

Samsung Customer Relationship Management software serves as a comprehensive

platform for capturing, analyzing, and managing customer data. It consolidates
information on customer interactions, preferences, purchase history, and feedback,
allowing Samsung to gain a holistic view of each customer.

This in depth understanding enables Samsung to personalize its interactions

offerings, tailoring its approach to meet the needs and preferences of
individual customers.

How Does Samsung Build Customer Relationships

Samsung strategically builds customer relationships by leveraging its robust of
CRM, Samsung nurtures strong connections with its customers, fosters loyalty, and
drives long term value.
This descriptive explanation delves into how Samsung builds customer relationships
using CRM, emphasizing its commitment to customer centricity and excellence.
Samsung Customer Relationship Management software serves as a comprehensive
platform for capturing, analyzing, and managing customer data. It consolidates
information on customer interactions, preferences, purchase history, and feedback,
allowing Samsung to gain a holistic view of each customer.
This indepth understanding enables Samsung to personalize its interactions and
offerings, tailoring its approach to meet the needs and preferences of
individual customers.
 What is Samsung Customer Relationship Management

Samsung Customer Relationship Management (CRM) software is a comprehensive

software solution utilized by Samsung to effectively manage and nurture its
relationships with its business partners. As a leading global electronics company,
Samsung recognizes the vital importance of maintaining strong and mutually
beneficial connections with its vendors, customers, and other working partners.

At its core, Samsung CRM software serves as a centralized platform that streamlines
and automates various aspects of partner management. By leveraging advanced
technological capabilities, this software empowers Samsung to enhance its overall
business operations and maximize collaboration opportunities with its partners.

One of the key features of Samsung CRM software is its ability to facilitate seamless
communication and information exchange between Samsung and its business
partners. It acts as a hub where relevant data, such as partner profiles, contact
information, and transaction history, can be stored, accessed, and updated in real
time.

Additionally, the software can integrate various tools, such as employee calling line
integration, to enhance internal and external communication efficiency.
Furthermore, Samsung CRM solutions offer robust tools for tracking and managing
vendor relationships. From vendor selection and onboarding to performance
evaluation and contract management, the software provides a systematic approach.
It ensures transparency, accountability, and effective collaboration throughout the
entire vendor lifecycle.
 Company Overview of Samsung

Introduction:
Samsung is a global leader in technology and electronics, known for its innovation
and wide range of products. Founded in 1938 by Lee Byung chul as a trading
company, Samsung has grown into a conglomerate with interests in various
industries, including consumer electronics, information technology, and
construction.
Headquarters:
Samsung is headquartered in Suwon, South Korea.

Core Businesses:
1. Consumer Electronics: Samsung is renowned for its high quality smartphones,
tablets, televisions, home appliances, and wearable devices. The Galaxy series of
smartphones and tablets are among its most popular products.

2. Information Technology & Mobile Communications: Samsung produces cutting

edge semiconductors, memory chips, and storage solutions, which are integral to
numerous digital devices. The company's advancements in 5G technology and
network infrastructure are also noteworthy.

3. Device Solutions: This division focuses on semiconductors, including memory,

system LSI, and foundry services, driving the global IT industry.

4. Display Panels: Samsung is a leading manufacturer of OLED and LED displays,

supplying screens for its own devices and other major tech companies.
Innovation and R&D:
Samsung invests heavily in research and development, driving innovation in
artificial intelligence, Internet of Things (IoT), and 5G technologies. The company
operates numerous R&D centers worldwide and consistently files patents to protect
its intellectual property.

Global Presence:
With a presence in over 80 countries, Samsung employs more than 300,000 people
globally. The company's products are sold and used in nearly every corner of the
world.
Sustainability and Corporate Social Responsibility:
Samsung is committed to sustainable practices and corporate social responsibility.
The company focuses on reducing its environmental impact through energy efficient
products and green manufacturing processes. It also engages in various social
initiatives, including education programs, community development, and disaster
relief efforts.

Financial Performance:
Samsung is one of the most profitable companies globally, regularly posting strong
financial results. Its diversified business model and continuous innovation contribute
to its robust financial health.

Conclusion:
Samsung’s blend of innovative technology, extensive product range, and
commitment to sustainability and social responsibility make it a dominant player in
the global market. The company's forward thinking approach ensures it remains at
the forefront of the technology industry, delivering value to customers and
stakeholders alike.
 CRM implementation of Samsung
February 24, 2003 Samsung Electronics has implemented a customer relationship
management (CRM) solution from SAP as the foundation for new integrated
marketing campaigns around the globe aimed at improving customer service and
increasing brand awareness.

Beginning in Europe and the Americas, Samsung is using the mobile sales, campaign
management and interaction center capabilities of mySAP CRM with its existing
SAP enterprise applications in a bid to improve dialogue with its customers and
accurately define target audiences.

SooBong Kim, vice president of the regional strategy team at Samsung, said that the
company is looking to the CRM solution to drive Samsung's transformation into a
more customer oriented company and to create an integrated platform to measure
and improve the performance of its marketing investments.

"Samsung prides itself on meeting people's needs with revolutionary technology,"

Kim said. "With mySAP CRM, we can now enhance customer services and
satisfaction in our fast growing overseas operations and at the same time optimize
sales and marketing activities based on detailed customer analyses."

Samsung is using the mobile sales and campaign management capabilities of mySAP
CRM in France, and the campaign management capability in the United States, in
an effort to streamline internal marketing processes and execute more effective
marketing campaigns, from campaign planning and content management to target
customer definition, market segmentation and communication.

Samsung locations in Germany and Mexico went live with the campaign
management capability in December 2002. Rollouts throughout Samsung
subsidiaries across the globe will follow.
 Samsung SWOT Analysis

Samsung is a technology conglomerate popularly known for its consumer electronics

that, in this SWOT analysis, relate to business competitive strengths that keep the
enterprise a major player in the international market. This SWOT analysis indicates
the most relevant strengths, weaknesses, opportunities, and threats in the technology
business and its operating environment. This SWOT analysis includes an external
analysis of opportunities and threats affecting Samsung. On the other hand, the
internal analysis part specifies the company’s strengths and weaknesses, which
affect business development compared to competitors. Samsung’s generic strategy
for competitive advantage and intensive strategies for growth can be seen as
responses to the internal and external strategic factors discussed in this SWOT
analysis of the enterprise and its multinational industry environment.
Samsung’s Strengths (Internal Factors)
Business strengths are internal strategic factors that, in this SWOT analysis, refer to
competencies, resources, and capabilities that support the company’s value chain
and the growth and profitability of its semiconductors, consumer electronics, and
technology solutions businesses. The organization capitalizes on these strengths to
bring Samsung’s mission statement and vision statement to fruition. These internal
factors relate to market demand and related supply chains, especially those linked to
consumer electronics, which is the main source of the company’s revenues.
Samsung’s strengths are as follows:

1. Strong global brand tied to consumer electronics

2. Semiconductors and electronics manufacturing expertise
3. Synergistic support among divisions or subsidiaries
Samsung’s Weaknesses (Internal Factors)
Samsung’s weaknesses are internal factors that reduce business capabilities in
capturing the opportunities shown in this SWOT analysis. These weaknesses impose
limits on the longterm success of the company’s semiconductors and consumer
electronics business. The following are the weaknesses of Samsung:
 1. Dependence on Android OS
2. Lack of a competitive comprehensive platform for hardware,
software, and services
Opportunities for Samsung (External Factors)
Opportunities are external factors that allow further business growth, as presented in
this aspect of the SWOT analysis of Samsung. These opportunities are linked to
technological development, market development, and alliances with various
business organizations. Samsung’s strategic opportunities in the international market
are as follows:

1. Strategic partnerships with software developers

2. Strategic partnerships with online service firms
3. Business growth through product development
4. Business growth through diversification
Threats to Samsung (External Factors)
Threats are external factors that, in this SWOT analysis of Samsung, reduce or
destabilize business performance, growth, and development in the global market for
semiconductors, consumer electronics, and related technologies. Even though the
company has a large and diversified multinational footprint, some factors in its
industries present threats. The following are the main threats that affect Samsung:

1. Competition, especially in the consumer electronics industry

2. Imitation of consumer electronics products
3. Legal restrictions and lawsuits
 Recommendations for Samsung

Samsung Electronics’ single greatest competition in terms of overall market share is

Apple. As of 2014, Apple outpaces Samsung in nearly every form of personal
computing (desktop, laptop, tablet). Though Samsung became the market share
leader in smartphones in 2011, Apple’s introduction of higher quality, direct
substitutes in Q4 of 2014 brought about a drastic exchange of market share.
Although Samsung has dominated the adolescent smartwatch market for the first
few years of its inception, the recent Apple Watch launch brought about a drastic
disrupt in market leadership. It is estimated that Apple will possess about half of
wearable market share within two years.
The one area of consumer electronics in which Samsung still holds a relatively
comfortable lead is in televisions, where it holds over a quarter of the market. This
is also, notably, the only major market in which Apple does not
currently offer an entry.
It will be interesting to see how Samsung’s business strategy changes in the coming
years. Their vision for the year places an emphasis on innovation. However,
Samsung by their very nature are not true innovators.
They are extremely effective “fast followers” who are quick to create
counterproducts, but they very rarely introduce new product categories of their own.
They must be cautious with this strategy as it often leads them into infringement
lawsuits. With their breadth of product lines in place, Samsung would be wise to cut
back on their offerings and focus on a few high quality products in each market.
They should pursue some of the growing markets more aggressively, such as
medical, virtual reality tech and wearable tech. Hopefully, the loss of sales following
the launch of the iPhone 6 has made Samsung aware of their own mortality, and
made them realize that a company cannot thrive on brand name alone. If Samsung
pursues one of these courses, I believe that they have a sustainable and profitable
future ahead of them.
 Summary and analysis of the report
Report on Samsung's Customer Relationship Management (CRM) Policy
Introduction:
Samsung is a prominent electronics company with a significant global influence.
Known for its technological innovations, Samsung has a diversified product
portfolio, including consumer electronics, semiconductors, and network
infrastructure. The company’s success is partly due to its effective management of
customer and vendor relationships through its robust Customer Relationship
Management (CRM) software.

Customer Relationships:
Samsung builds and maintains customer relationships by leveraging its advanced
CRM software. The CRM platform allows Samsung to capture, analyze, and manage
customer data, providing a comprehensive view of customer interactions,
preferences, purchase history, and feedback. This holistic understanding enables
Samsung to personalize interactions and offerings, thereby fostering customer
loyalty and driving longterm value.
How Samsung Uses CRM:
1. Data Consolidation: Samsung's CRM consolidates information on customer
interactions, enabling a unified view of each customer.
2. Personalization: The platform allows for personalized customer interactions and
tailored offerings based on individual preferences.
3. Communication: CRM facilitates seamless communication and information
exchange between Samsung and its business partners.
4. Vendor Management: The CRM software includes tools for tracking and
managing vendor relationships, from selection and onboarding to performance
evaluation and contract management.
Samsung Customer Relationship Management:

Samsung’s CRM software serves as a centralized platform for managing

relationships with vendors, customers, and other business partners. The platform
enhances communication, facilitates information exchange, and integrates various
tools to improve internal and external communication efficiency. It also provides
robust tools for tracking and managing vendor relationships, ensuring transparency
and effective collaboration throughout the vendor lifecycle.

Company Overview:

Core Businesses:
1. Consumer Electronics: Samsung’s renowned products include smartphones
(Galaxy series), tablets, TVs, home appliances, and wearable devices.
2. Information Technology & Mobile Communications: Samsung produces
semiconductors, memory chips, and storage solutions, and is a leader in 5G
technology and network infrastructure.
3. Device Solutions: Focuses on semiconductors, including memory, system LSI,
and foundry services.
4. Display Panels: Leading manufacturer of OLED and LED displays.
Global Presence and CSR:
Samsung operates in over 80 countries, employing more than 300,000 people. The
company is committed to sustainability and corporate social responsibility, focusing
on energyefficient products, green manufacturing processes, and social initiatives
such as education programs and community development.
CRM Implementation:

Samsung implemented a CRM solution from SAP to enhance customer service and
increase brand awareness globally. The CRM solution includes mobile sales,
campaign management, and interaction center capabilities. The implementation
began in Europe and the Americas and aimed to improve customer dialogue and
accurately define target audiences. The CRM system helps Samsung become more
customeroriented, enhance customer services and satisfaction, and optimize sales
and marketing activities.

SWOT Analysis:

Strengths:
1. Strong Global Brand: Known for highquality consumer electronics.
2. Manufacturing Expertise: Proficiency in semiconductors and electronics
manufacturing.
3. Synergistic Support: Collaboration among divisions and subsidiaries.

Weaknesses:
1. Dependence on Android OS: Reliance on external operating systems.
2. Lack of Comprehensive Platform: Absence of a unified platform for hardware,
software, and services.

Opportunities:
1. Strategic Partnerships: Collaborations with software developers and online
service firms.
2. Business Growth: Opportunities in product development and diversification.
Threats:
1. Competition: Intense competition in the consumer electronics industry.
2. Imitation: Risk of product imitation by competitors.
3. Legal Issues: Potential lawsuits and legal restrictions.
Recommendations:

Samsung faces significant competition from Apple, especially in personal

computing and smartphones. To sustain its market position and growth, Samsung
should:

1. Focus on Innovation: Invest in R&D to create new product categories and enhance
existing ones.
2. Quality Over Quantity: Streamline product offerings to focus on highquality
products in each market.
3. Explore New Markets: Pursue growth in emerging markets such as medical
technology, virtual reality, and wearable tech.
4. Enhance Customer Experience: Continue improving CRM strategies to deepen
customer relationships and loyalty.

By adopting these strategies, Samsung can maintain its competitive edge, capitalize
on growth opportunities, and ensure a sustainable and profitable future.