Verses

A comparative case study of samsung and sony television.

By UZMA.B.KHAN
I.D. : 10448
EXECUTIVE SUMMARY
In this case I have compared the two most popular electronic manufacturing companies SAMSUNG and
SONY. Both of them are competing with each other with various electronics they produce. For this case I
have taken television as their major product and how they are trying their best to compete in market
and upgrade their products with latest technology.

Samsung Group is a South Korean multinational conglomerate company headquartered in

Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses, most of
them united under the Samsung brand, and is the largest South Korean chaebol (business
conglomerate).Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over
the next three decades the group diversified into areas including food processing, textiles,
insurance, securities and retail. Samsung entered the electronics industry in the late 1960.
Samsung has increasingly globalized its activities, and electronics, particularly mobile phones
and semiconductors, have become its most important source of income.

Sony group , commonly referred to as Sony, is a Japanese multinational conglomerate

corporation headquartered in Knan Minato, Tokyo, Japan. Its diversified business is primarily
focused on the electronics, game, entertainment and financial services sectors. The company is
one of the leading manufacturers of electronic products for the consumer and professional
markets. Sony is ranked 87th on the 2012 list of Fortune Global 500.

Sony was once the undisputed king of televisions; its older Trinitron and newer Bravia series are
often regarded as synonymous with the concept of a premium TV. But then along came a little South
Korean company called Samsung, which has worked its way up to become the number one TV
manufacturer in the world, snatching a little over 26 percent market share.

Just because youre the biggest doesnt necessarily make you the best, though. While Samsung
may be a TV titan, Sony hasnt lost its chops, and over the past few years, its prices have come
down a little. Aside from all that, these two companies make very different products.
TABLE OF CONTENTS

INTRODUCTION
The electronics industry, especially meaning consumer electronics emerged in the 20th century and has
now become a global industry worth billions of dollars. Contemporary society uses all manner of
electronic devices built in automated or semi-automated factories operated by the industry.

The TV business is about as hazardous and toxic as it gets from a business point of view, with
lots of huge brands fighting for market share while most suffer astronomical financial losses.

It's a pretty grim tale in that sense, but on the other hand we're also seeing incredible year-on-
year improvements in picture quality, smart TV features, resolution and a renewed trend for
superior sound.

Sony, having consistently produced some of the very best HD and 4K TVs over the last couple
of years, has this time released something akin to a dud. Perhaps misfire is a better word, but
either way, the 55-inch flagship Sony KDL-55W955 is a disappointment.Meanwhile, the
triumphant 55-inch Samsung UE55H8000 with its sexy looks and excellent picture performance,
has come away with the title of best HD TV on the market, curves and all.

Televisions using light-emitting diodes, also known as LEDs, are among the more popular types
on the market, at least partly because they offer more power efficiency than many other models
while still having good picture quality.
Sony and Samsung are two popular brands that make LED televisions. Before purchasing a LED
television, consumers should educate themselves about the different LED televisions available
from each manufacturer, including backlighting and special features. Knowing this data helps the
consumer make an informed decision about which LED television best meets their needs.

SAMSUNG (TELEVISION)

COMPANY BACKGROUND

Samsungs global headquarters are located in Seoul, South Korea, but their U.S. headquarters are
located in Ridgefield Park, New Jersey. This company currently employs 369,000 people worldwide,
and is one of the largest companies in the electronics world. The current CEO and Chairman for
Samsung is Lee Kun-hee. He oversees all of the branches of Samsung, including Samsung
Electronics, Samsung heavy industries, Samsung Techwin, Samsung Engineering, and all the other
branches (Samsung History).

The finances of Samsung Electronics, being one of the largest companies in the world, are
vast. This company reported a huge amount of assets in its most recent financial statement. In the
2012 Consolidated Statement of Financial Position report of Samsung Electronics Co., Ltd. and its
subsidiaries, the company reported that as of December 31, 2011 it had a total of 62.8 billion dollars
of total current assets and 136.7 billion of total assets. Whats more, the company grew the next
year in total assets. It reported that as of March 31, 2012, the companys total assets were 140.7
billion dollars, however its total current assets dropped slightly down to 62.6 billion dollars. Needless
to say, Samsung Electronics has the resources to invest, research, develop, and market basically
anything that it wants to (Samsung Financial). Samsung has been the world's largest maker of
LCD panels since 2002, the world's largest television manufacturer since 2006.

PERFORMANCE

In 2009, Samsung sold around 31 million flat-panel televisions, enabling to it to maintain the
world's largest market share for a fourth consecutive year. Samsung launched its first full HD 3D
LED television in March 2010.[81] Samsung had showcased the product at the 2010 International
Consumer Electronics Show (CES 2010) held in Las Vegas.[82]

Samsung sold more than one million 3D televisions within six months of its launch. This is the
figure close to what many market researchers forecast for the year's worldwide 3D television
sales (1.23 million units).[83] It also debuted the 3D Home Theater (HT-C6950W) that allows the
user to enjoy 3D image and surround sound at the same time. With the launch of 3D Home
Theater, Samsung became the first company in the industry to have the full line of 3D offerings,
including 3D television, 3D Blu-ray player, 3D content, and 3D glasses.[84]

In 2007, Samsung introduced the Internet TV, enabling the viewer to receive information from
the Internet while at the same time watching conventional television programming. Samsung
later developed "Smart LED TV" (now renamed to "Samsung Smart TV"),[85] which additionally
supports downloaded apps. In 2008, the company launched the Power Infolink service, followed
in 2009 by a whole new Internet@TV. In 2010, it started marketing the 3D television while
unveiling the upgraded Internet@TV 2010, which offers free (or for-fee) download of
applications from its Samsung Apps app store, in addition to existing services such as news,
weather, stock market, YouTube videos, and movies.[86]

Samsung Apps offers for-fee premium services in a few countries including Korea and the
United States. The services will be custom-tailored for each region. Samsung plans to offer
family-oriented applications such as health care programs and digital picture frames as well as
games. Samsung's range of smart TVs include the apps ITV Player and motion controlled Angry
Birds.

BUSINESS MODEL
Samsung electronics is operating in the segments of consumer electronics under different
verticals namely visual display television and music systems) business with market share of
37.22% selling. Various products are catered to individual customers and business houses
through different channels namely distributers,direct retailers, their own retail outlets,
telecom companies and through their own corporate sales team to their B2B customers.

The company is creating customer relationship by participating in consumer electronics

shows such as CES 2013 and sponsoring range of international events, like London 2012
Olympics. These efforts of brand building activities have helped Samsung to create a brand
with value that customers can trust. This growth and brand value has been possible for
Samsung because it provides differentiated and quality products to wide range of customer
segments, through innovation and corporate social responsibility (CSR),where in terms of
CSR the company reduced its green house emission by 58.34 million tons during 2009-2012
by improving energy efficiency in the products.

The innovation has been a key activity fuelling growth for the company with 12000
patents. There is 40% increase seen in investments for Research and Development
division.The key component contributing in revenue for Samsung wher mobile division was
at USD 5.2 billion in Q2-2013,contributing staggering 23.9% to its revenue which in total
was at USD 21.68 billion in the same quarter (France-presse,2013) and (Forbes2013).

THE USE OF TECHNOLOGY

A Samsung smart TV is a digital television that is, essentially, an Internet-connected, storage-
aware computer specialized for entertainment. Besides being able to receive cable and satellite or
over the air (OTA) transmission passively, smart TVs are outfited with extra hardware and
connection types, as well as a TV operating system with a GUI. These adaptations allow viewers
to access and control features for streaming content from Internet video services and connected
devices.

Typically, smart TVs support Ethernet, Wifi, USB, Bluetooth and flash memory cards from
digital cameras, as well as coaxial cable, HDMI and other audio-video connections. Along with
the OS and apps, the connectors enable on demand video services and access to pictures, music
and video on connected storage devices. Smart TV apps allow connection to websites like
Youtube, etc. and social media sites such as Facebook and Twitter. They can connect to many
potential input devices wirelessly, to enhance usability and control. Wireless keyboards and
mice, cell phones and tablet PCs can all connect to facilitate text entry, navigation and Web
browsing from the couch.

In the last few days, the worlds first Curved UHD TV went on sale from Samsung. The latest trend in
television is for curved panels, designed to deliver a more immersive experience. Flat screen is so last
generation. TV images getting sharper and more realistic is something we can all understand and UHD -
also known as 4K - is what's going to do it. At a resolution of 3840 x 2160, 4K screens have four times the
pixels of full HD screens and they looks astonishing - just like the real world instead. Navigation and
control of Samsung's set make it a pleasure to use and the Smart Controller helps pull everything
together. It's fast to react, thanks to the quad-core processor driving it.
CORPORATE GOVERNANCE

As of the end of December, 2013, the number of total shares outstanding of Samsung Electronics
is 170,132,764.

The numbers of common shares outstanding and preferred shares outstanding are 147,299,337
(86.6%) and 22,833,427 (13.4%), respectively.

The number of total treasury stocks of Samsung Electronics is 19,363,909(11.4%), with

16,384,216 common shares (11.1% of common shares outstanding) and 2,979,693 preferred
shares (13.0% of preferred shares outstanding).

* Number of shares outstanding & treasury stocks of Samsung Electronics for the recent 5 years

shares outstanding treasury stocks

year
common preferred total common preferred Total
2009 147,299,337 22,833,427 170,132,764 19,027,950 2,979,693 22,007,643
2010 147,299,337 22,833,427 170,132,764 17,456,260 2,979,693 20,435,953
2011 147,299,337 22,833,427 170,132,764 16,912,614 2,979,693 19,892,307
2012 147,299,337 22,833,427 170,132,764 16,451,438 2,979,693 19,431,131
2013 147,299,337 22,833,427 170,132,764 16,384,216 2,979,693 19,363,909

Ownership structure of Samsung Electronics as of the end of December, 2013

( Total Stock )

( Common Stock ) ( Preferred Stock )

There is good transeparency of the in the company.

SONY

COMPANY BACKGROUND
Sony Corporation is the electronics business unit and the parent company of the Sony Group, which is
engaged in business through its four operating segments Electronics (including video games, network
services and medical business), Motion pictures, Music and Financial Services. Its founders Akio
Morita and Masaru Ibuka derived the name from sonus, the Latin word for sound, and also from
the English slang word "sonny", since they considered themselves to be "sonny boys", a loan
word into Japanese which in the early 1950s connoted smart and presentable young men.[4] The
company's current slogan is BE MOVED. Their former slogans were make.believe (20092014)
and like.no.other (20052014).

On 7 May 1946, after the end of World War 2, Masaru Ibuka started a radio repair shop in a bomb-
damaged Shirokiya department store building in the Nihonbashi district of Tokyo. The next year, he was
joined by his colleague, Akio Morita, and they founded a company called Tokyo Tsushin Kogyo[1] (Tokyo
Telecommunications Engineering Corporation). The company built Japan's first tape recorder, called the
Type-G.[1] In the early 1950s, Ibuka traveled in the United States and heard about Bell Labs' invention of
the transistor.[1] He convinced Bell to license the transistor technology to his Japanese company. While
most American companies were researching the transistor for its military applications, Ibuka and Morita
looked to apply it to communications. Although the American companies Regency Electronics and Texas
Instruments built the first transistor radio as joint venture, it was Ibuka's company that made them
commercially successful for the first time.

PERFORMANCE
Sony has thankfully improved its Smart interface for 2014, introducing a more structured front
end that simplifies and glamourises content finding without feeling obtrusive. After a little
practice the new motion-based One-Flick remote control design should start to feel like a
reasonably intuitive way of getting around the new menus too.

Probably Sonys most promising Smart advances for 2014, though, involve content. For as well
as being fully ready for Netflixs 4K service when that launches, Sonys CES booth was also
showing a 4K version of Sonys own Video Unlimited library, a 4K version of the ESPN on-
demand platform, a new 500px app giving users access to a huge library of ultra HD
photography, and Sonys own PlayMemories app which lets you play your own UHD photos
into the TV through a PS3 or 4 into a 4K TV.

Sony TVs had a mixed 2013. There were some big highs, most notably being first to market with
a mainstream 4K TV, the outstanding Sony 65X9005A. This set went on to win numerous
industry awards. But its key W8 TV series was a big disappointment, and we couldnt shake the
feeling that the brand didnt have enough models in its range to fully engage with its main rivals.
With picture quality improving more or less across the industry, Sony seems to have decided that
one relatively easy way to steal a march over its rivals is with audio.
To accomplish superior sonics Sony has gone so far as to bravely add many inches to many of its
TVs sizes by sticking huge, front-firing speakers either side of their screens; to use the Wedge
design to give the speakers more depth; and to integrate high-performance magnetic fluid design
speakers into some of the higher-end TVs. Magnetic fluid technology allows slender, narrow
speakers to produce a bigger sound.

BUSINESS MODEL
1. Key Partners: content providers, simm card manufacturers, hardware manufacturers, cloud
operators, wireless or satellite network operators (of course including Sony itself).

2. Key Activities:

a) manufacture of hardware (players and game consoles). The hardware would not have a CD or
DVD player, would not also offer possibility to record. It would have to have networking
capability (satellite or wireless).

b) management of content (obtaining of content from artists, studios etc.)

c) storage of content on cloud

d) management of membership through simm card (which would be inserted to device in order to
identify a member). Each member would receive a number of cards for his players at home, plus
one to carry about. Each player would accept any simm card of any member, making related
content playable or accessible everywhere you go.

e) management of networks.
3. Key Resources: all related to above, such as technicians, computers, cloud structure, etc.

4. Value Proposition:

a) revenue stream: through purchase of content access from cloud and through purchase of
hardware and simm cards.

b) customers can access and play their cloud content anywhere. No need to save playlists or
songs, no need for backup etc. No download, only acces to a content (unlimited or limited in
terms of how many times I can access it).

c) artists would provide only one original artwork stored on cloud only - this would no longer be
available on CDs or DVDs in stores. Limit on IP infringements.

5. Customer Relationships: through memberships and purchases.

6. Channels: only through enabled devices.

7. Customer Segments: everyone, businesses and individual customers.

8. Cost Structure: network, hardware and content related costs (with overhead).

9. Revenue Streams: through corporate (such as radio stations) and individual customers.

THE USE OF TECHNOLOGY

Sony is looking in much better shape to capitalise on its end to end 4K story this year than it
did last, thanks simply to having more 4K TV model sizes and price points for people to pick
from. Were really pleased, too, to see Sony persevering with its policy of getting back to putting
quality build quality, sound quality and picture quality at the forefront of its TV thinking.
Probably Sonys most promising Smart advances for 2014, though, involve content. For as well
as being fully ready for Netflixs 4K service when that launches, Sonys CES booth was also
showing a 4K version of Sonys own Video Unlimited library, a 4K version of the ESPN on-
demand platform, a new 500px app giving users access to a huge library of ultra HD
photography, and Sonys own PlayMemories app which lets you play your own UHD photos
into the TV through a PS3 or 4 into a 4K TV.

Unlike its Korean rivals, Sony was showing zero serious interest in either OLED technology or
curved screens at the CES despite having shown off both technologies in previous trade shows.
Sonys entry into the list of smart TV control innovations at CES is dubbed One-Flick and as
its name suggests it lets you surf recorded and online content simply by flicking the remote up
and down.
Sony is focussing on picture quality as a key selling point for its 2014 TVs. This might sound
obvious, but many of the other brands at CES seemed to be using design or 'smart' features as
their main marketing attractions. To accomplish superior sonics Sony has gone so far as to
bravely add many inches to many of its TVs sizes by sticking huge, front-firing speakers either
side of their screens; to use the Wedge design to give the speakers more depth; and to integrate
high-performance magnetic fluid design speakers into some of the higher-end TVs. Magnetic
fluid technology allows slender, narrow speakers to produce a bigger sound.

CORPORATE GOVERNANCE

Sony has long been committed to strong corporate governance, as one of its most important
management initiatives. As a part of this effort, in 2003, Sony adopted the "Company with Committees"
corporate governance system under the Companies Act of Japan. In addition to complying with the
requirements of applicable corporate governance laws and regulations, Sony has introduced its own
requirements to help improve and maintain the soundness and transparency of its governance by
strengthening the separation of the Directors' function from that of management and advancing the
proper functioning of the statutory committees. Under Sony's system, the Board of Directors defines the
respective areas for which each of the Corporate Executive Officers is responsible and delegates to them
decision-making authority to manage the business, thereby promoting the prompt and efficient
management of the Sony Group.

ELECTRONIC INDUSTRY AND ICEBERG THEORY

There has never been a better time to buy a new TV. Gone are the days when 32-inch TVs
weighed 16 tonnes and cost 1,500. These days you can pick up a 50-inch LCD TV for closer to
300.LCD panel technology has well and truly matured, and while brands like Sony and
Samsung push the boundaries of performance. These companies are filling peoples ego to feel
well. These companies are looking forward to upgrade the television with the latest technology
and satisfy the customers in the best way. Either they improve the picture quality or work over
the sound quality. They know very well what their customers are looking forward to. Each one of
us has an ego and a need as to what type of television we desire in our living room. To better
understand the electronic industry producing televisions better let us have a deep look in Frueds
model of personality structure.
id, ego and super-ego are the three parts of the psychic apparatus defined in Sigmund Freud's structural
model of the psyche; they are the three theoretical constructs in terms of whose activity and interaction
mental life is described. According to this model of the psyche, the id is the set of uncoordinated
instinctual trends; the super-ego plays the critical and moralizing role; and the ego is the organized,
realistic part that mediates between the desires of the id and the super-ego.The super-ego can stop one
from doing certain things that your id may want to do. Freud's earlier, topographical model of the mind
had divided the mind into the three elements of conscious, preconscious, and unconscious. The
conscious contains events that we are aware of, preconscious is events that are in the process of
becoming conscious, and unconscious include events that we are not aware of. The iceberg metaphor is
a commonly used visual when attempting to relate the ego, id and superego with the conscious and
unconscious mind. In the iceberg metaphor the entire id and part of both the superego and the ego
would be submerged in the underwater portion representing the unconscious mind. The remaining
portions of the ego and superego would be displayed above water in the conscious mind area.So these
two companies Sony and Samsung use this model to understand their customers in a better way and
provide them with what they desire. Many people are tv addict and want the best pleasure time while
watching television, which can be provided with best sound and video quality. And in todays world
people take it as asset , which mark their standard of living so they are always keen to purchase the
latest one available. So the is a need to understand below the surface.
There is crucial competition in this field. Every company tries to grab the maximum customers but this is
possible only if they know what their customers actually need. Some people are looking for image
quality and some for sound and these companies have specialist in every sector to keep a knowledge of
customers mind their ego and super ego.

Comparison of Samsung and Sony (Televisions)

Televisions using light-emitting diodes, also known as LEDs, are among the more popular types
on the market, at least partly because they offer more power efficiency than many other models
while still having good picture quality.

Sony and Samsung are two popular brands that make LED televisions. Before purchasing a LED
television, consumers should educate themselves about the different LED televisions available
from each manufacturer, including backlighting and special features. Knowing this data helps the
consumer make an informed decision about which LED television best meets their needs.

Top-down
Samsung and Sony are leading companies in electronic industry. One trend that television
manufacturers like Samsung and Sony embrace is the concept of the Smart TV. A television
qualifies as a Smart TV if it has Internet capabilities that include access to games and apps, video
playback, voice activation, and content sharing from other digital devices. The Sony Bravia
KDL-46HX750 provides these types of services, and it allows users to access Netflix, Hulu, and
Vudu. It also allows access to media stored on local networks. A comparable offering from
Samsung is the Samsung UNES6100 series, which has a user-friendly Smart Hub to provide easy
access to the television's Internet-based capabilities.

One innovation that Samsung offers on some of its Smart TV models is the ability to control the
television using voice and gestures. The Samsung UNES8000 series has a Smart Interaction
feature involving a small speakerphone and camera installed along the bezel, letting users wave
and speak in order to change the volume or the channel. In trying to improve picture quality for
consumers, Sony and Samsung demonstrate unique options for attempting to match the detail
available through plasma screen television models. Sony offers its TRILUMINOS LED
technology, while Samsung offers what it calls a micro-dimming option.

Bottom-up
Sony was once the undisputed king of televisions; its older Trinitron and newer Bravia series are
often regarded as synonymous with the concept of a premium TV. But then along came a little
South Korean company called Samsung, which has worked its way up to become the number one
TV manufacturer in the world, snatching a little over 26 percent market share.

Just because youre the biggest doesnt necessarily make you the best, though. While Samsung
may be a TV titan, Sony hasnt lost its chops, and over the past few years, its prices have come
down a little. Aside from all that, these two companies make very different products.

Vision
This vision of both the leading companies is at the very core of their commitment which is to lead
innovations in technology, products and solutions that inspire communities around the world to join
their aspiration for creating a better world full of richer digital experiences. Both are going to strive to
give their best to satisfy their customers.

By 2020, Samsung seek to achieve annual sales of USD 400 billion while placing Samsung Electronics
overall brand value among the global top 5. Three key strategic pillars that are now part of their culture,
business operation and management describe the governing initiatives to this end: Creativity ,
Partnership and Great People.

Sony says that , across the world, in all the entertainment and communication sectors in which they
operate, every Sony employee is united through a common set of beliefs, ideals and aspirations. This is
their vision.

Learning and growth

Global competition and a weak economy have made growth more challenging than ever. Yet some
organizations such as Samsung and Sony seem to defy the laws of economic gravity.

Their strength is about their ability to leverage on technologies well and ahead of its competitors to create
innovative and high quality products for its customers so as to increase sales and revenues. T h e a b i l i t y t o
c o n t i n u o u s l y i n n o v a t e a n d c o m e u p w i t h revolutionary innovations that boost sales and
helps widen profit margins shows that they possesses substantial quality innovation resources (including
scientific capabilities) that are hard to imitate and valuable. This leads to growth and helps the company to expand.They
learn what their customer need and how they are looking forward to the best television experience.
Sustainable competitive advantage
The support you need when and where you need it
Samsung respects the choice customers have in how and with whom they do business.
Thats why, to more effectively support product lines, Samsung has established a
geographically-dispersed base of direct dealers and indirect channel partners that result in
tight-knit national coverage. So, as a single- or multi-location operation, you benefit from
having Samsung partners right where you need them most near corporate headquarters,
at branch offices or out in the field. They have a strong commitment to research & development.
Each year Samsung has invested at least 9% of sales revenue into R&D activities.Sumsung is using
cutting-edge technology thats affordable.

Competitive Advantage of Sonys incredible rise in the field of electronics is due to their innovation and
high technology products. Sony prides itself on its history of imagination and innovation in the
industry. Under Akio Morita Sony kept looking for advances in technology and ways in which they could
innovatively improve lives of the people who use them. With a passion for creating new markets, Sony
was an early creator and leader in the sector we now call consumer electronics. From camcorders to
re-invigorating the home gaming market, Sony has had a history of gaining a competitive advantage
over its competitors through the use of innovation. Sony has used this for years in order to survive and
grow. Competitive Advantage as posed in their MHR723: Business Strategy class breaks down into a
two-by-two matrix that consists of: Cost Leader, Differentiation, Focused Low-Cost, and Focused
Differentiation.

Location
Samsung and sony television stores can easily be found globally as they are the leading
electronic companies and very famous among all sort of customers.they can mainy be found at
market places or shopping malls so that it becomes easy for the customers to approach them
and be updated with the upcoming models of telivisions available in the display.

Sony and Samsung are doubling down on their retail presence. Both companies said that it would
open its own "Experience" space Best Buy locations around the country. Sony would be in 350
locations, while Samsung would be in 500. The spaces are designed to better promote their home
theater products, and in particular its 4K Ultra high-definition televisions. T h e y h a v e
relocated some manufacturing plants to countries that offer lower -cost labour
to take advantage of location.
Corporate social responsibility
Working in cooperation with our project sites and regional offices around the world, Samsung
Engineering ensures that their corporate social responsibilities are fulfilled everywhere they do business.
These global CSR efforts include, but are not limited to, providing financial support to children from low-
income families, training and employing people from local communities, building schools for children
who do not have access to education, and building communal facilities. Samsung Engineering will begin
building technical schools near some of our major project sites in order to train local men and women in
basic technical skills, such as welding and carpentry. In June 2013, Samsung Engineering became a
member of the World Forum's Disaster Resource Partnership (DRP), a new private-public model for
disaster response.

Sony's corporate social responsibility (CSR) activities reflect its philosophy of implementing sound
business practices; innovating to realize products, services and content that inspire and excite; assisting
the communities in which we operate; and helping to shape a better, more sustainable society. Sony
believes that these activities both benefit society and enhance corporate value.
Society's expectations of Sony constantly evolve in line with the diversification of markets and customer
lifestyles, advances in Sony products and services, and the changing concerns of the Company's
stakeholders. As the Sony Group presses forward with strategies aimed at strengthening its operating
foundation and achieving its business targets, it will also continue to promote bold initiatives, including
in its CSR agenda.

Conclusion
Television technology continues to advance each year, providing new and better features to
enhance the entertainment experience. LED televisions have several innovations to offer, and
Samsung and Sony each provide models in this category of entertainment that have unique and
interesting features. Consumers should understand the differences in each type of backlighting
available in order to determine which one best meets their viewing and picture quality needs.
They should also educate themselves about the variety of special features offered in each model
of television so that they can find one with all of the features they require. Both Smart TV
capabilities and 3D compatibility enhance the value of an LED television, providing access to
games and viewing experiences that would not otherwise be possible.

Samsung Electronics is part of one of the largest multi-billion dollar corporations in the world. In
2007 it exceeded the $100bn mark in annual sales for the first time in its history. This makes it one
of the world's top three companies in the electronics industry where only two other companies,
Siemens and Hewlett-Packard, have posted larger revenues. When expressed by means of a
relation of average selling price to costs (productivity of cost elements), the differences
are even more visible overall superiority of Samsung over its competitors exceeded 51 per
cent!

By expanding the companys markets, Sony is able to enjoy economies

of scale, particularly in manufacturing operations. Sony also is able
to exploit core c o m p e t e n c i e s i n i n t e r n a t i o n a l m a r k e t s t h r o u g h
r e s o u r c e a n d k n o w l e d g e s h a r i n g between the business units and network
partners across country borders. This sharing o f k n o w l e d g e g e n e r a t e s
synergy, which helps Sony to produce higher-
q u a l i t y products/ser vices at lower cost. In addition, working across
international markets has provided Sony with new learning opportunities .

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http://www.ebay.com/gds/Sony-vs-Samsung-LED-Televisions-/10000000177742127/g.html

http://www.samsungengineering.com/sustainability/corporate/project/suView

http://www.sony.net/SonyInfo/csr_report/about/