Samsung 2011 Annual Report Download - page 4

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Dear Samsung Electronics Stakeholder:
In 2011, Samsung Electronics achieved record-breaking
sales despite the worldwide recession and increased
pressure from competitors. We realized sales revenue of
KRW 165 trillion and operating profit of KRW 16 trillion and
maintained a strong financial structure, with a liability ratio
of 32.1% and capital adequacy ratio of 75.7%.
Robust performances across our business areas
Last year, we maintained strong synergy between our set
and component business areas while also expanding
market share with differentiated premium product lines in
our core areas, including mobile phones, TVs and memory
chips. Led by growth in the AP and sensor segments, we
also saw good performances in our emerging business
lines, such as the System LSI Business.
The stellar Samsung GALAXY S II sold more than 10
million units worldwide, helping us to achieve the No. 1
global market share for smartphones. In addition, we
sustained the top share in the worldwide TV market for the
sixth year in a row. In the Memory Business, we developed
a 20-nano-class product and expanded our line of highly
profitable products, such as DRAMs for mobile devices
and servers, again securing our No. 1 market share
position.
We expect to continue our dominance while
maintaining robust growth and performance.
From cutting-edge hardware to strengthened software
capability
Having achieved unmatched global competitiveness in
hardware, we have been focusing on enhancing our
software capabilities in user interface, user experience,
design and brand awareness.
Those efforts are paying off. Samsung Electronics
again won the German iF Design Awards and a total of
seven IDEA 2011 awards from the Industrial Designers
Society of America. We also ranked second on the list of
top US patent assignees, registering a total of 4,894
patents in 2011.
Looking ahead in 2012, we expect to further
enhance our software capabilities, develop additional
competitive business models and offer a trendsetting range
of content for business and consumer solutions and
services by building distinctive platforms and ecosystems.
Enriching brand value with astute marketing
Around the world, the Samsung Electronics brand is
gaining strength and value. By launching judicious and
consistent marketing campaigns, particularly with sports
promotions and social contributions, we have elevated the
brand. Our reputation and growth was confirmed by the
Interbrand Best 100 Global Brands 2011, which ranked
Samsung Electronics 17th, with an estimated brand value
of USD 23.4 billion.
We expect to add further value to the Samsung
brand by launching market-specific innovative products
that deliver new and exciting customer experiences. In
addition, our sponsorships at the London 2012 Olympics
will provide strong profile and brand power.
Well loved by customers and partners alike
The vitality of the Samsung Electronics brand and products
comes from the continued trust and appreciation of our
customers, from shared social values and our
companywide ethical principles. We believe in “shared
growth.” We establish programs and comply with laws and
ethical standards that will safeguard healthy markets.
Guided by “right path” management, we are committed to
making Samsung Electronics loved and respected by our
customers and communities.
In 2012, Samsung Electronics will continue to bring
greater value to our customers, communities and
employees. Our ultimate goal is to build more prosperity
and a brighter future for everyone.
Thank you.
Geesung Choi
Vice Chairman & CEO
Samsung Electronics
Creating greater value brings
us closer to you
Message from the CEO