COURSE:

INTERNATIONAL BUSINESS
(INE 2028 E*)

FINAL ASSIGNMENT

Instructor: Nguyen Thi Thanh Mai

Name of student: Nguyen Ha My

Date of birth: 16 – 12 - 2001

Student ID: 19051160

Hanoi, 2021
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Course: International Business
(INE 2028 E)

Student Nguyễn Hà My
Student ID: 19051160

Word count
5670 (Excluding Title Page, Table of Contents and Bibliography)

Module coordinator
MSc. Nguyen Thi Thanh Mai

Date of submission:
29/12/2021

Plagiarism statement
“I confirm that this assignment is entirely my own work and has not been submitted
in full or in part for any other course within or outside UEB. I confirm that all
references are duly acknowledged.”

Signature: Nguyen Ha My

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 TABLE OF CONTENT

PART 1: ESSAY.......................................................................................................................4

PART 2: CASE STUDY ANALYSIS......................................................................................5

1. Introduction of the case.................................................................................................5

 A brief introduction of Samsung company’s history................................................5

 Products and services portfolio of Samsung............................................................6

 Samsung markets......................................................................................................6

2. Analyze the Samsung Company’s International business strategy...........................7

a. Market Entry of Samsung.........................................................................................7

b. Global Marketing Strategy of Samsung...................................................................9

3. How do Covid-19 pandemic and digital transformation tendency influence the

company’s international business strategy?.....................................................................12

3.1 Impact of the Covid 19 pandemic on Samsung's international business strategy. .12

3.2 Impact of digital transformation on Samsung's international business strategy.........12

4. Conclusion –....................................................................................................................13

PART 3: COURSE REFLECTION......................................................................................14

REFERENCES........................................................................................................................16

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 PART 1: ESSAY

1. As our world has become more globalized and digitalized, will national
differences decline as the roadblock to international business management, or
will they continue to be major barriers? Defense your answer and provide some
examples of multinational companies management practice.
With the trend of the world or developing countries increasingly moving
towards globalization and digitization has brought a lot of benefits to countries around
the world, one of which is reducing the difference between countries in terms of
political, cultural and social aspects to conduct some international business on a global
scale. Agreeing with the view that digitization and globalization will help reduce
differences between countries, but it is undeniable that each country's politics, culture
or society is different, they still have to build owning an independent economy and
unique culture, so despite the influence of globalization and digitalisation, those
aspects are still barriers that make up the difference between countries.
We can understand, globalization is the process of removing barriers between
countries to form a global market, which is the connection of the world's economies in
areas such as trade, investment and so on. Accelerating the process of globalization
and modernization allows countries the opportunity to develop their countries and
people. From there, create new life values, changing the perceived and imagined lives
of our citizens in the direction of modernity.
Digitization is generally defined as the process of converting a conventional
system into a digital system. With the expansion of the economy, digitization is an
inevitable trend in international business. It can be said that digitalization plays an
increasingly important role in the development of businesses around the world, leading
to structural and strategic transformation. Digital technology is a paradigm in which
disruptive changes are an important part of future progress. Digitization has a positive
impact and helps companies manage the risks associated with potential additional
costs from their overseas operations
Globalization and digitization are factors that push countries to make
adjustments to reduce barriers to economic and political activities. Realizing the great
benefits that these two trends bring, especially in economic growth and development,
many countries have decided to adjust and reform policies and laws to be more
suitable with nowaday situation. standards of international organizations and practices,
thereby successfully realizing the set goals. It is this difference of countries to such
common standards that makes the difference between countries less because there are
common conditions in international business management.
The world is moving towards the era of digitalisation, globalization in all fields.
For example, many countries participate in trade organizations that cooperate for
economic promotion and development such as: World Trade Organization (WTO),
Association of Southeast Asian Nations (ASEAN), APEC, Fund. At the meeting, the
countries agreed to come up with policies on trade barriers because this not only helps
to strengthen the cooperation and development partnership between countries but also
creates favorable conditions. facilitate trade, exchange and trade in goods easier,
minimizing differences between countries. There are many countries that receive FDI

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and ODA from foreign donors. It is these capital sources that promote and create
conditions for other countries to participate in domestic economic development. A
good example is the Samsung corporation. Samsung has invested 17.74 billion USD in
the past 24 years and currently has 8 production and research factories in Vietnam.
Vietnam's economy is also heavily influenced by the typical trend of globalization
such as a sharp increase in foreign investment, contributing to the construction of more
domestic production bases; raise the level of technology - techniques for domestic
workers.... Digitization has removed many international barriers and allowed domestic
enterprises to participate in international markets and operate as multinational
companies. with developed technology infrastructure.
Digitalization also partly affects the management culture of countries
because the development of technology networks brings many opportunities to
develop and enjoy services and products of other countries. On the other hand, in my
opinion, globalization and digitization will not be able to eliminate all the differences
in international business management, especially developing countries have to pay
more attention because there are still some highly developed countries are oppressing
developing and underdeveloped countries. But a large country with a rapidly growing
economy will always be able to grow more in every way, in terms of attracting capital
or technology, causing tension between countries.
In summary, it is understandable that differences between countries will always
exist, but not impossible. But we cannot deny that globalization and digitization have
facilitated countries to conduct international business more flexibly and efficiently.
Countries should still pay attention to the causes of differences in order to avoid
barriers to their own economic development.
A prime example of a business taking advantage of globalization and
digitization is McDonald's. McDonald's is a company specializing in providing fast
food services, with many branches spread across the globe. McDonald's success is
built on the foundation of close cooperation between companies and input supply
partners, nationwide marketing strategy, strict management and operation system and
Franchising network. Due to the complicated developments of the Covid-19 pandemic,
McDonald's has been flexible when launching products on applications and platforms
specializing in fast food delivery such as Baemin, GrabFood, Nowship, etc. When
entering Vietnam, McDonald's used the strategy of promoting its image through Zalo -
a social network integrated on mobile phones and laptops to create the best promotion
environment. This is the most popular application in Vietnam with more than 7 million
users and 75 million messages per day. McDonald's also built a "drive-through"
service - buy goods without having to send a car to save time with busy customers.
This model is said to be an innovative and competitive point that no other fast food
chain has applied in Vietnam such as Lotteria KFC or Burger Kings.

PART 2: CASE STUDY ANALYSIS

SAMSUNG COMPANY
1. Introduction of the case
 A brief introduction of Samsung company’s history

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 On March 1, 1938, Samsung Group was founded by Mr. Lee Byung Chull in
Korea with an initial capital of only 30,000 won. Started, the business operated as an
export company but then quickly diversified its activities and by the 1990s, Samsung
gradually emerged as an international corporation, multinational files different
business sectors from electronics to financial services, from chemicals, industry to
trade in services. Important Samsung affiliates include Samsung Electronics; Samsung
Heavy Industries; Samsung Engineering and Samsung C&T; Samsung Everland;
Samsung Techwin (aerospace company, monitoring and protection equipment); and
Cheil Worldwide.
Samsung Electronics- Samsung electronics company (SEC) was founded in
1969, is the largest division of the Samsung Group and one of the largest electronics
companies in the world. Samsung Electronics has a diversified business portfolio from
digital media and devices, semiconductors, memory and system integration solutions.
In particular, Samsung's device vision and digital technology increasingly utilize a
larger share of the market. Samsung's development process always goes hand in hand
with the concept of "Contributing to the nation's economy", "Prioritizing human
resources" and "Pursuing uniqueness". Each concept corresponds to key moments in
Samsung's history, reflecting the different stages in the company's growth, from an
industry leader to a global leader.
 Products and services portfolio of Samsung
Samsung Electronics, the largest subsidiary, makes a huge range of products
ranging from consumer electronics such as TVs, tablets, smartwatches, virtual reality
headsets, home theater and audio, desktop computers, laptops, monitors, printers,
memory devices, home appliances, and security/monitoring systems, to semiconductor
and memory parts.
Other major subsidiaries and their key products are as follows:
 Samsung Heavy Industries: Ships, particularly, specialized vessels for use in the
oil and gas industry; wind turbines
 Samsung C&T: Skyscrapers, civil engineering projects, apartment complexes,
clothing
 Samsung SDI: Consumer and industrial batteries, other ESS (energy storage
system) components, and components for LCD screens, OLED screens
 Samsung Display: Displays for mobile devices, TVs and other products
 Samsung Biologics: Bio-healthcare products
 Samsung Bioepis: Biosimilars
 Samsung Medison: Ultrasound devices and other medical equipment
 Samsung markets
Samsung's products are aimed at a wide spectrum of customers, from everyday
users to industrial standard equipment. Customers typically range in age from their
twenties to their fifties, or even older, as long as they have the financial means to
purchase and use the Samsung devices on the market.
'Adolescents through early adults (ages 14 to 25)' This age range of Samsung
product purchasers is often Samsung's smartphone target market, as they are typically

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tech savvy. This segment of clients is rising because Samsung has noticed that they
have more spending power in recent years than in previous years.
Adults (between the ages of 26 and 50) This group addresses the largest
percentage of Samsung's target market because they are the consumers who can afford
to buy any of Samsung's products, whether they be smartphones, smart televisions,
cameras, or other home items such as vacuum cleaners or washing machines. This
segment of the market will continue to increase in the coming years.
2. Analyze the Samsung Company’s International business strategy
Student will choose to anlayze Samsung’s international business strategy as:
Market Entry Strategy and Global marketing strategy
a. Market Entry of Samsung
Market entry (penetration) strategies are strategies to increase market share for
a company's new products/services or old products/services that are introduced into
new markets by marketing efforts. And Samsung has applied this strategy to many of
its sold products. To be able to successfully penetrate into any new foreign market,
multinational companies in general and Samsung electronics group in particular need
to have certain and specific strategies such as legal corridors. theory, traditional
culture, politics and society of that country, etc. Samsung's international market entry
event can be said to be done when the company starts a campaign to advertise its new
product in the existing market, then expands to the international market. Samsung
conducts market penetration strategy in two ways: Samsung penetrates the world
market from domestic production: This is a method widely used by developing
countries to bring their products to the world market through export. Samsung
penetrates the world market from manufacturing abroad (manufacturing under
contract)
The first strategy that Samsung applies when entering new markets is the
strategy of discounting newly launched products with the "pre-order" format with
attractive incentives such as freebies, headphones, wireless, etc.
Samsung will implement this strategy a few months before the company
prepares to launch a new version of the product. This strategy does not help Samsung
increase its market share but also increase sales, eliminate inventory before launching
new products. In addition, Samsung is promoting international market penetration by
offering products simultaneously across all schools that also increase barriers to entry.
For instance, when it comes to smartphones, the company has more than a 30% share
of the world market for this kind of product. Samsung has applied a series of strategies
from changing the company development strategy, strengthening the competition by
quality and design to improving technology and technology, focusing on R&D and
Marketing investment to penetrate the market. new school
Samsung also formed strategic alliances with domestic and local brands to
conduct product advertising. Samsung is known for strongly promoting its products
through all marketing channels and has a special density distribution system such as on
television, advertising production images on social networking platforms. and
advertised in both newspapers and magazines. Samsung also supports events and other
programs to introduce its products to as many users as possible. All of these measures
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by Samsung contribute to increasing sales of its products in the target markets the
company targets, not only in the country but around the world. In addition, Samsung
also advertises its products with advertising campaigns in cooperation with famous
people such as singers, actors, .. in order to increase the company's prestige as well as
create imprints and popularity. Reputation and loyalty in the eyes of customers is a
product that is trusted and used by influential people. Typically, sales of new Samsung
products have increased sales to both existing and new customers. For example, when
it comes to smartphones, the company has more than 30% of the world market share
for this type of product.
More specifically, when applying the market penetration strategy, Samsung
realized that when participating in these schools, it is not only about expanding in
terms of addresses but also expanding and exploiting new areas based on the
development of the company. Technology as well as current digitalization such as
information technology market, mobile network, software suitable for health
monitoring through devices: phones, laptops, computer boards, clocks information ….
It's all built around the needs of users' devices, and Samsung has identified strengths
that continue to expand and grow into new markets and new sectors, attracting more
customers as a result. pay more attention to their products because they are built on a
comprehensive and intelligent ecological system, aimed at optimizing the usability of
customers.
Beside that, Samsung also uses the Ansoff matrix- which is a strategy tool for
businesses to use to analyze and plan their growth strategies in new markets in the
future.

Source: http://www.elma-bpm.com/
This matrix provides Samsung with 4 different growth strategies that can be
applied when analyzing the risks associated with any strategy, including market entry
strategy. In this matrix, Samsung can focus on gaining a larger market share by
increasing sales of its products in the market by adopting a competitive pricing
strategy or a targeted approach.
Applied in the Ansoff matrix, Samsung is always looking to grow with its
existing products in the markets where Samsung operates. While market entry seems
to be the least risky of all the other growth strategies as it allows Samsung to leverage
existing capabilities and resources to enter the market, increasing its market share. For

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example, in developing markets like Vietnam, Samsung deploys a market penetration
strategy to increase the company's existing market share by applying marketing,
advertising, promotion, pricing measures. compete with competitors, etc. Samsung
currently has 2 factories located in Bac Ninh, namely SEV - short for Samsung
Electronics Vietnam and a factory in Thai Nguyen SEVT. Out of the total of 9
factories owned by the Korean Samsung Group, 2 factories in Vietnam produce nearly
one-third of the company's global product output. Samsung has invested a total of
about 17 billion USD in Vietnam.
As such, Samsung's market penetration strategy allows businesses to access a
wide network of new customers around the globe, and at the same time remove old
products before launching their new products. However, this strategy also has
limitations because when the market reaches the saturation point, the growth will also
stop and Samsung is forced to change its strategy to adapt flexibly with the times.
choose other growth strategies in the Ansoff matrix to continue to maintain its position
and market share for development.
b. Global Marketing Strategy of Samsung
Samsung marketing strategy helps the brand/company to position itself
competitively in the market and achieve its business goals & objectives.
Samsung has chosen to use the Global Marketing Mix - 7Ps strategy applied
to its products to be offered in the global market.
Marketing Mix strategy is used as a strategy, a tool to promote the development
of the company as well as to advertise products, bring products to reach customers in
many different forms. This strategy, used by marketing professionals, plays an
important role when it comes to determining what products will be marketed and the
company's brand associated with the product.
Marketing Mix strategy of Samsung applied in the global market includes:
 Product
 Price
 Place
 Promotion
 Human
 Process
 Physical Evidence
First of all, about “Products”
Samsung has created benefits with regards to its items. There is trust in the
organization as they performed very above and beyond the most recent couple of
years. Once more, the organization is notable for its Quality and Rapid work on the
lookout. Likewise, in this advertising blend, item yield portfolio has become most
grounded one focuses for Samsung gatherings.
Samsung focuses and strengthens its focus on investment and development of
new product research centers. At the same time, regularly study the needs and tastes of
the market to make appropriate decisions, should develop the width, length or depth of

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the portfolio and product categories. It can be seen that to improve the effectiveness of
its global marketing strategy, Samsung needs to have thorough market research and
have the best orientation before selling its products to the market. Samsung electronic
products are developed and manufactured in 6 global design centers and at 53 global
manufacturing facilities. There are 34 R&D centers around the world involved in the
production of new goods. The production portifolio of Samsung is quite rich and has
different products which cater to differen target customers.
Samsung is seen as a leader and innovator in the product division and its
presence in many of the categories listed above makes it a product-focused
organization. When the company launches a new product, it allows some customers to
try the product and get their feedback on it. This helps them generate sales by knowing
that the product is something they can recommend others to buy. Besides, Samsung
has also received many awards and recognition for its innovative products. However,
some of its products have caused concern among customers and investors.
In addition to us, so that customers can better understand the product and take
action to choose to buy that product, Samsung focuses on investing in direct customer
marketing. Accordingly, Samsung provides full product information, collects feedback
to get improvements, even Samsung's employees and customers can proactively come
up with marketing plans to can plan Samsung's goals in accordance with each stage.

Group 5 leading smartphone manufacturers in the world in the fourth quarter of 2018
Source: IDC Mobile Phone Tracker
According to data from market research firm Startegy Analytics, in the fourth
quarter of 2018, Samsung held the top position in the global smartphone market, with
global shipping volume amounting to 70.4 milions of units sold. on the market.
Because with smartphones, Samsung has made a special mark on its customers, known
for its service and people know that Samsung provides very fast service for any
product. So, in Samsung's overall marketing, product portfolio is one of Samsung's
strongest points. With its smartphones, Samsung has achieved profit improvement &
praise from customers all over the world.
Price in Marketing Mix of Samsung ( 7Ps)
Samsung's pricing strategy in its global marketing strategy can be defined as a
combination of these pricing strategies, depending on the product line or time of
launch and the impact of the market at that time.

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 - Skimming Price Strategy:  In this strategy, Samsung products are
priced higher so that less sales are needed to break even. When selling a product
that is priced higher in the market, the expected profit will be higher. Samsung
reduced costs and increased market share rapidly as competitors launched
products with the same features and capabilities as its products. For example,
the Galaxy S8 and S8 Plus smartphones began to be discounted by more than
$150 in 2 months of launch.
- Competitive Pricing Strategy: Samsung is known as one of the
industry leaders in touchscreens and smartphones. In addition to its flagship
products, from time to time a number of other smartphones and similar products
hit the market, where Samsung uses competitive pricing to compete with other
major brands such as LG, Hitachi, Cannon and Nikon,.. Samsung applies
aggressive pricing on its goods and cameras to home appliances to strengthen
its position in these markets.
Place in Marketing Mix of Samsung ( 7Ps)
Like other smartphone brands, Samsung's global marketing strategy also targets
the global distribution of its products through large and small retailers such as Chroma,
Vijay Sales, Reliance digital, etc. to handle Samsung sales. In addition to these retail
distributors, Samsung also has an exclusive distributor in several cities for the
nationwide distribution of their products. There are 53 international sales offices of
Samsung and the global electronics group using the following distribution channels:
Distribution and service dealers
 Modern  company-owned retail outlets: There are very attractive shops
with representatives of customer service and staff called Galaxy Consultants. The
corporation plans to extend the Galaxy Consultants ‘system outside Korea.
 Distributors: Samsung has country distributors, territory distributors,
and regional distributors.  Samsung can grant distributor rights for a specific
product category or all Samsung products depending on the area, size, and
experience of the distributor
 Online Sales: Customers can pick and order Samsung items through the
company’s official website.
 Promotion in Marketing Mix of Samsung (7Ps)
Advertising promotion is one of the key components of Samsung's marketing
mix. Samsung offers a lot of ways to promote its products, many campaigns and
promotions or through press and media to boost its sales. Samsung uses a combination
of online and offline product promotion to create awareness among customers about
their upcoming products. Every company needs to crack a marketing strategy that
works best for them and marketing strategy of Samsung is something which is helped
the company turnaround their business and become market leaders in the smartphone
category.

SAMSUNG'S 5M DECISION SAMSUNG'S AIDA PRINCIPLES

Mission: Advertising objective Attention

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 Money: Advertising costs Interest

Message: Advertising message Desire

Media: Use the media Action

Measurement: Result Valuation

Source: agencyvn.com
People in Marketing Mix of Samsung (7Ps)
People are an integral part of Samsung's 7P Marketing mix. Samsung's host
characters include: Lee Kun Hee (President) and Lee Jae-yong (Vice President) have
always played an important role in the global development of this brand. Currently,
Samsung has 320,671 employees who are an important asset of the company. The
2018 report showed that Samsung's revenue increased by $208.5 billion. Samsung's
subsidiaries include: Samsung Electronic, Samsung Heavy Industries, Samsung Life
Insurance,…
Process in Marketing Mix of Samsung (7Ps)
Process is one of the indispensable components of Samsung's Marketing Mix
strategy. Samsung consists of about 80 businesses, with diverse business areas
including: Manufacturing, consumer electronics, financial services, shipbuilding and
medical services. Samsung is currently a business that follows the best manufacturing
processes and practices in the industry.
Physical Evidence in Marketing Mix of Samsung (7Ps)
Physical Evidence is a component of Samsung's Marketing Mix. Samsung
markets its products in packages of various colors that can be easily found on store
shelves. The products are specially displayed in the showroom, including different
colors and designs. The company allows shelves to be placed in operating retail stores
for use by customers.
3. How do Covid-19 pandemic and digital transformation tendency influence the
company’s international business strategy?
3.1 Impact of the Covid 19 pandemic on Samsung's international business
strategy
Samsung has established regional response teams globally to provide employees
with resources and updates on the latest guidance from health authorities.
Additionally, Samsung has closed some facilities and stores in an effort to support
social distancing restrictions as needed.
Samsung has built a massive production network over the years, with factories
spread around the globe. Because of the risk of single-sourcing, the need to meet huge
production demand, and the aim to lessen its reliance on China, this was done. Using
this method, Samsung was able to relocate production from one location to another
during the ongoing COVID-19 problem, resulting in only a production slowdown
rather than a complete closure. Samsung has also used its contracts with mobile phone
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shops and Benow (a payment and EMI technology firm) to develop an e-commerce
platform to compensate for the closure of retail outlets, allowing its retail division to
continue to sell and deliver products directly to customers.
Samsung Electronics said on July 29 that net profit increased more than 70% in
the second quarter, thanks to higher memory chip prices due to increased demand
during the COVID-19 pandemic. The requirement to work remotely due to the
epidemic has boosted demand for devices using Samsung's memory chips. The South
Korean tech giant said that "memory chip shipments have increased and prices have
risen more than expected."
Profit for the world's largest mobile phone maker rose 73.4% year-on-year to 9.6
trillion won ($8.4 billion) in the April-June period. Operating profit increased 54.3%,
from 8.1 trillion won early last year to 12.6 trillion won, of which more than half came
from semiconductor manufacturing. These are encouraging results, even though
Samsung's revenue from the smartphone business declined in the same quarter because
of supply chain problems. However, there is also an uncertain warning because the
epidemic is still in the second half of this year, leading to a "break in the supply of
components". Samsung's second-quarter 2021 revenue reported improved numbers in
the memory business, with total consolidated revenue of 63.67 trillion KRW ($55.5
billion) being a record number on record.
But the business has enjoyed solid profitability as the Company leverages its
global SCM capabilities, improves its cost structure, and thanks to contributions from
tablets and wearables. The consumer electronics segment also posted good results
thanks to increased sales of high-end products as demand remained strong.
3.2 Impact of digital transformation on Samsung's international business strategy
With Samsung Knox Mobile Security and Management solution, Samsung was
certified in the Top 10 Enterprises providing the leading digital transformation
platform in Vietnam 2020, realizing the commitment to accompany Vietnam's digital
transformation process. Male.
Samsung's goal is to drive and lead innovation in mobile commerce and provide safer,
smarter and better mobile payment experiences for Vietnamese users. Over the past 2
years, and continuing in the coming time, Samsung has and will continuously add new
features to enhance users' mobile payment experience, providing them with additional
conveniences that are not yet available. This is also Samsung's expectation and
commitment in its continuous efforts to develop and improve Samsung Pay. Samsung
Pay service has so far had 700,000 registered users, 500,000 cards registered and
nearly 3,000,000 transactions made.
Samsung Vina shares and introduces products and solutions for smart cities: (1) Smart
lighting management solution that allows changing lighting activities according to
scenarios and integrating multi-sensors responsibilities; (2) Remote management
solution to support managers, monitor and control the replacement or upgrade of
equipment and assets to ensure they are always in the best condition with the lowest
maintenance costs; (3) A centralized content management solution that allows remote
management of hardware (products, equipment) and software (script programming)
through presentation content refresh and presentation planning. remote projection; (4)
Management solution for the hospitality business that easily integrates with devices in
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each room of the hotel through standard wireless protocols and works directly with
other applications and components. Specialized third-party asset management
software.
4. Conclusion
 Diversified strategy, reaching many potential customers globally
 Samsung's ability to access and manage the system is quite comprehensive
 Diverse product categories attract many classes of customer in
 Diversified advertising strategies, making a strong impression on consumers
 Provide policies, special incentives for customers about upcoming
products

Overall, Samsung's strategy of applying 7P Marketing mix to globalize the brand is a

PART 3: COURSE REFLECTION

1.What did you learn from the course? How do you intend to apply this
knowledge in the future?
Through the module "International Business", students have acquired a lot of
knowledge about globalization, digitalization as well as the transnational business
strategies that companies and businesses apply to their products. The course has
equipped students with fundamental knowledge about the business environment
(topics 1 to 4) and corporate strategies in international business (topics 5 to 10). For
the business environment section, students learn about globalization in many fields of
businesses around the world, applying their knowledge to explain real-life case
studies. Students are also taught about the differences between countries in many
aspects such as politics, culture, society, class, beliefs, etc. All of these factors have a
certain influence on the trend. consumption of goods and services in each country.
In terms of international business strategy, students learn about the strategies
they have been and are still applying for their products in the global market such as
market penetration strategy, global distribution strategy; Marketing strategies,
production strategies, R&D activities, etc. All these strategies play an important role in
the integration and development of multinational corporations. Each enterprise in each
country will apply different strategies, must balance between the strategy of global
standardization and localization to achieve the highest efficiency for its international
business.
Through this module, students also realize that international business is one of
the areas that need to focus on building strategies and long-term development in order
to increase revenue as well as increase competition among businesses. After
researching and surveying, students also realized that the subject as well as the
14
discipline has a lot of job opportunities in the future because the opening of the
Vietnamese market has welcomed a lot of foreign investment, human resources. It is
necessary to have sufficient expertise to ensure a smooth transaction process.
2.How did your group organize group assignment? How did you divide up tasks?
How did you interact with your group colleagues? Did you work cohesively? How
did you rate your performance, particularly in comparison with your group
members? What would you have done differently?
There are three stages to our group presentation.
Stage 1: Outline creation and selection of an analytical item
We have two meetings throughout this time. The purpose of the first meeting
was to synthesize the broadest overview for questions 1 to 4, then assign each other the
duty of researching an enterprise's production strategy,..After deliberation, the team
opted to analyze Samsung's production strategy in five areas: product diversification,
multinational manufacturing, global standardization, localization, and research and
development.
Stage 2: Content creation
The group presentation's material is split into three sections:
- Part 1 gives a quick overview of Samsung, the items with which it does
business, and its target market, which is mostly handled by members Ha My and Nhu.
- Part 2, Hoang Ha and Dung analyze the worldwide business climate in
Samsung's most important global location in comparison to their own country.
- Part 3 of my and Thu Phuong's discussion on Samsung's production plan.
Despite the fact that the content preparation sections are separated into small
groups, the remaining members are in charge of supporting, checking, and reviewing
the content of each component once it is declared complete. To begin, small groups
must cite references at the conclusion of each section so that members may access the
information. The article should be emphasized in the primary contents that are
regarded as the core of each part.
Stage 3: Completion
The group will wait until the lecturer gives a lecture on the aforementioned
topic before taking notes and comparing and editing the group's material and slides.
The entire group will make a test presentation combining with slides; if the
presentation runs longer than the permitted time, the entire group will eliminate some
less important information to balance the presentation. After that, the group also
discussed the presentators and addressed questions that we had thought would be
asked. As the same group of friends, group 5 did not find it difficult to interact
between members during the implementation.
3.What did you learn from learning online?
Since learning online, although there are many shortcomings such as network
transmission or software problems, online learning is also an interesting experience.
Studying online through MS Team helps students save a lot of time and actively
15
arrange their timetable. Students know how to use the Internet to search and select
information from reputable sources, and know how to research documents before
giving presentations. Students also learn how to use software tools to support learning
more effectively such as teamwork skills, critical skills, skills in using Word,
PowerPoint, etc. In addition, learning materials be stored and accessed more easily.
When studying online, students can easily exchange and discuss with her and her
classmates, improving their presentation and communication skills in the future. From
there, a balance between study and other activities is necessary so that students can
maintain their learning effectively in the long run.
4. Do you have any recommendation to the lecture?
I don’t have any recommendation to the lecture.

REFERENCES

1. Books
Charles W.L. Hill., Global Business Today, Seventh edition, McGraw Hill Book Company

2. Conference Paper
Mario Glowik, 2014, “Market Entry Strategies: Internationalization Theories,
Network Concepts and Cases of Asian firms: LG Electronics, Panasonic, Samsung,
Sharp, Sony and TCL China”
Samsul Alam, 2020, “ Strategies implication of the global mobile phone industry:
Analyzing COVID-19 impact from competitive viewpoint”

B Binod Kumar Patro, 2020, “Marketing Strategies of Samsung Construction and

Nguyễn Hoàng Tiến, 2018, “Phân tích so sánh chính sách phân phối của Samsung và
Huawei tại Việt Nam”

3. Daily aritcle

Anh Minh,2021, “Samsung đã rót gần 18 tỷ USA vào Việt Nam”, Vn Express, Monday
December 6, 2021

Aditya Shastri, “ Detailed Marketing Strategy of Samsung”, IIDE.co

MBA Skool Team,2021, “Samsung Marketing Strategy & Marketing Mix”, mba SKOOL,
September 29, 2021

4. Article on the Internet

Darpan Saxena, March 22, 2019, “ Ansoff Matrix – Samsung’s Journey form a Grocery
Store to Diverdified Conglomerate” ( Accessed Dec 22,2021)
https://www.superheuristics.com/ansoff-matrix-samsung/
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 “Samsung company” (Accessed Dec 20,2021)
https://www.samsung.com/vn/about-us/company-info/

“Samsung Marketing mix (7Ps), projects4MBA (Accessed Dec 22,2021)

“Marketing Mix of Samsung – 4Ps of Marketing Mix of Samsung”, 2018 (Accessed Dec
18, 2021)
https://heartofcodes.com/marketing-mix-of-samsung/

“Samsung Group’s Entry Modes into Global Market”, (Accessed Dec 24, 2021)
https://business-essay.com/samsung-groups-entry-modes-into-global-market/

Abhijeet Pratap, “Samsung supply chain manegement”. October 31, 2021 ( Accessed Dec
22, 2021)
https://notesmatic.com/samsung-supply-chain-management/

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