Smartphone Industry in 2013: Samsung's Dilemma
(14 pages of text)
In 2013, after years of success, Samsung, a manufacturing conglomerate based in Korea but with offices, research and development divisions and factories worldwide, is established as a global powerhouse in the smartphone industry. But success has revealed opportunities and challenges that need to be addressed as the company navigates the competitive landscape. Samsung has sold more phones than rivals such as Nokia and Apple and is also a major player in the increasingly popular tablet computer market. Given the volatility of the industry and the market, in addition to the dynamic relationships between suppliers, manufacturers, technology providers, application developers and operating systems, Samsung needs to think carefully about its next competitive steps. Specifically, it has to think about one very important issue: should it continue to rely on Google’s Android operating system, or should it seriously consider an in-house software ecosystem?
The case fits any core strategy or strategic management course at the undergraduate or MBA level to achieve the following objectives:
- To allow for industry analysis in an industry that is familiar to most students who use its products.
- To conduct internal analysis and examine a company's resources and capabilities.
- To formulate a strategy as the company deals with challenges and opportunities.
Information, Media & Telecommunications
Global, Large, 2013
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