Samsung 2010 Annual Report Download - page 4

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2011 Organizational Structure
“ At Samsung Electronics, we are navigating the
fast-changing business environment with enlightened
risk management as we improve our differentiated
capabilities across all of our businesses.”
Strengthening leadership through differentiation
In 2010, our Semiconductor Business achieved record sales, thanks to strong demand and improved cost
efficiencies. We are reinforcing our market dominance and industry leadership. In the LCD Business, we
accomplished the best sales and profit margin in the industry, owing to aggressive marketing of our premium
products and to our differentiated technologies. The Mobile Communications Business sold 280 million phones in
2010, up 23% over 2009, and achieved a double-digit operating profit margin, supported by strong smartphone
sales. The Visual Display Business recorded the leading global market share for TV sales for the fifth year in a row,
boosted by strategic products such as 3D and Smart TVs.
Looking ahead in 2011, we expect to retain our leadership in such core businesses as semiconductors, LCDs,
mobile phones and TVs. At the same time, we will further support the growth of our digital appliance, computer and
System LSI businesses. We will ensure our top standing in the semiconductor and LCD industries by developing
innovative technologies and processes, and by launching next-generation products. We will bolster our leadership
in mobile phones as we aim to become the world’s No. 1 handset producer. In the TV business, we will increase
market share while maintaining our strong position in emerging markets. In the digital appliances business, we will
close the gap with the market leaders by offering differentiated products and increasing operational efficiencies.
Samsung Electronics today is expertly equipped to produce components and products from development
through launch. We will continue to hone that unique advantage for differentiated vertical integration as we establish
more efficient production systems. By taking control of more core processes and facilities and by developing new
processes and innovative technologies, we are securing even greater leadership.
North America, Europe, China,
Southeast Asia, Southwest Asia,
CIS, Middle East, Africa,
Latin America, Korea
CEO
Digital Appliances Business
Visual Display Business
IT Solutions Business
Mobile Communications Business
Telecommunication Systems Business
Semiconductor Business
LCD Business
Digital Imaging Business
Enriching brand value
The Samsung Electronics brand has been growing in value every year. As ever, we continue to pursue international
brand-building opportunities, including sponsorship of high-profile events such as the Vancouver 2010 Winter Olympic
Games and the Guangzhou 2010 Asian Games. We also sponsor Chelsea Football Club in the English Premier League,
and we are collaborating with global luxury brands in distinctive cultural and emotional marketing opportunities.
In the Best Global Brands 2010 survey conducted by
BusinessWeek and Interbrand, Samsung Electronics ranked
19th among the top 100 global brands, with a value of USD 19.5 billion, an 11% increase over 2009. In its 2010 survey
of the World’s Most Admired Companies,
Fortune magazine ranked Samsung Electronics 32nd, up from 40th in 2009.
In the industry breakdown,
Fortune ranked Samsung Electronics as the second most admired company in the global
electronics industry. We are proudly elevating our brand value and reputation.
That value includes our dedication to corporate citizenship. We believe in building social contribution programs and
win-win relationships with our business partners and our communities. Our organizational culture focuses on ethics
management and that, too, deepens the value of our brand and builds respect and loyalty among global customers.
Realizing Vision 2020
Last year, Samsung Electronics crystallized our goals for the next 100 years into Vision 2020: Inspire the World,
Create the Future. With that vision as our guiding light, we are moving toward its fulfillment, step by step, and with
growing momentum.
Looking to the future, we are focused on becoming a truly creative company that embraces the world’s
opportunities and diversities. We are building a better tomorrow by working today to instill creative management,
establish a culture that rewards talent and pursues win-win partnerships that benefit all.
Thank you.
Brand Value and Ranking (in billions of USD)
Source: Interbrand, Best Global Brands
201020092008
19.5
19th
19th
21st
17.5
17.7
20092008 2010
Ranking of the World’s Most Admired Electronics Companies
Source: Fortune
2nd
6th
9th
Geesung Choi
Vice Chairman & CEO
Samsung Electronics
Message from the CEO