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Creating New Value Samsung's Future LCD Panel Strategies

Published by: Market Intelligence Center

Published: Dec. 11, 2007 - 18 Pages


Table of Contents


The Vision of Samsung's LCD Panel Division: "Digital Window for Human Dream"

Market Creation Strategy: First Phase

Phase One (2002 -2007): Rapid Expansion

Samsung Preparing to Meet Challenges that Market and Industry Changes Will Bring

Warning Signs for Samsung's LCD Panel Business

Market Creation Strategy: Second Phase

Phase Two (2008 -2015): Value Creation

MIC Perspective

Appendix


List of Tables

Table 1 SEC's Business Areas and Revenue Performance, 2006 - 2008

Table 2 New Production Line Establishment and Production Capacity Expansion by the Leading Korean and Taiwanese LCD Panel Makers

Table 3 Samsung's Integration of LCD Panel Component and Production Equipment


List of Figures

Figure 1 Samsung AM LCD's First-phase Market Development Strategy

Figure 2 Samsung, LPL, AUO, CMO's Share of Worldwide 14.1-inch Notebook PC Panel Shipment Volume, 1Q 2003 -2Q 2007

Figure 3 Samsung, LPL, AUO, CMO's Share of Worldwide 15.4-inch Notebook PC Panel Shipment Volume, 1Q 2003 -2Q 2007

Figure 4 Samsung, LPL, AUO, CMO's Share of Worldwide 17-inch LCD Monitor Panel Shipment Volume, 1Q 2003 -2Q 2007

Figure 5 Samsung, LPL, AUO, CMO's Share of Worldwide 19-inch LCD Monitor Panel Shipment Volume, 1Q 2003 -2Q 2007

Figure 6 Samsung, LPL, AUO, CMO's Share of Worldwide 40-42 inch LCD TV Panel Shipment Volume, 1Q 2003 -2Q 2007

Figure 7 Samsung, LPL, AUO, CMO's Share of Worldwide Widescreen 19-inch LCD Monitor Panel Shipment Volume, 3Q 2005 -2Q 2007

Figure 8 Worldwide Large-sized LCD Panel Application Market Size Forecast, 2004 - 2011

Figure 9 Worldwide Large-sized LCD Panel Application Market Growth Rate Forecast, 2004 - 2011

Figure 10 Samsung AM LCD's Second-phase Market Development Strategy



Abstract

Leading Korean LCD panel maker Samsung Electronics' strategy in the large-sized panel segment can be described as a market creation strategy. Samsung has sought to lead the way in the development of new panel specifications that can serve as a basis for standardized products, thereby enabling the company to develop new market opportunities. The decision by Samsung to adopt this kind of strategy for its LCD panel business was influenced by Samsung's successful experience in developing its semiconductor business. Whether in terms of panel technology or investment in new production lines, Samsung is at the head of the pack. S-LCD Corporation, the joint venture company established by Samsung and Sony, has already established an 8G production line. This report will analyze the current and future market creation strategies that Samsung has adopted in response to the steadily intensifying competition from new entrants and an increasingly challenging market environment.


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