THE BRAINIACS

Prepared for: Team Leader’s Name & ID:

Md. Mahdi-Al-Din (2322543630)
MGT 212.07
Semester: Spring2024 Name of other member & ID:
Shahid Hossain Md. Khademul Islam (2322204030)
North South University Saleh Mizan Nahid (2321665630)
Samira Tasnova Barsha(2323294630)
Md. Moinul Islam Saad(2232406630)
Md. Jayed Hasan Abir (2321916630)
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Samsung Fair Electronic Analysis

Serial Topic Name Page

1 Methodology 2
2 Limitations 2
3 Executive Summary 3
4 Mission Statement 4
5 Vision & Slogan 4
6 Organogram 5
7 Officers of the Company 6
8 Situational Analysis 7
9 SWOT Analysis 10
10 Objectives of the company 14
11 Management Issues 16
12 Observation/Recommendation 19
13 Conclusion 19
14 Bibliography 20
15 Appendix 21
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Samsung Fair Electronic Analysis

Methodology

In order to complete the paper on Samsung Fair Electronics, we required both

primary and secondary resources. As for our primary data, we conducted an in-
person interview with one official of Samsung Fair Electronics. (Deputy Manager
of Human Resource Department) Shehab Uddin; He provided us with some insider
information. For our secondary data, we mostly used different online resources,
articles across the web, books, etc. and most importantly Fair Electronics's
company website.

Limitation

We encountered a few limitations while writing the paper, the notable ones are

• As Fair Electronics is a private company it had limited accessible

resources
• The officials we interviewed could not provide all the necessary
information
• We did not have information about the company's decision-making in the
strategic level of management
• We had to generalize some data due to lack of authentic resources

Executive Summary
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Samsung Fair Electronic Analysis

Fair Electronics is a partner of Samsung in Bangladesh. They are committed to

delivering innovative and reliable products and services. Their approach to
business is characterized by responsibility and global citizenship. They collaborate
with their partners and customers to take the world in imaginative new directions.

Fair Electronics began production in its Narsingdi factory, located on 55 bighas of

land, in 2018. Now, more than 2,000 engineers are working there, most of whom
are Bangladeshis. The factory is supplying almost 100% of the Samsung mobile
handsets in the Bangladesh market.

In terms of sustainability, Samsung Electronics aims to make a positive

contribution to people’s everyday lives by offering products and services of great
quality built with their innovative technology by their talented workforce. They
have a strong focus on sustainability management governance.

In terms of financial performance, Samsung Electronics’ core businesses have been

performing well. For instance, their sales and operating profit exclude the display
business (DS division) and Harman division.
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Samsung Fair Electronic Analysis

Mission Statement

Samsung follows a simple business philosophy; to devote its talent and

technology to creating superior products and services that contribute to a better
global society.Their promise to perfprm responsibility as a leading, global
company. (Fair electronics, 2024)

Vision and Slogan

The vision of Samsung Fair Electronics is “To create a better global society
through innovative, reliable products and services,

The slogan of Samsung, which Fair Electronics shares as a partner is “Imagine the
Amazing”. (Fair electronics, 2024)
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Samsung Fair Electronic Analysis

Organogram

An organogram is a graphic representation of an organization's structure, the

positions in the chain of command, and their links to other jobs. (Farland, 2023)
The organogram of Fair Electronics is given below:

Chairman
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Samsung Fair Electronic Analysis

Officers of the company:

Serial Name Rank

1 Ruhul Alam Al Mahbub Chairman
2 Mutassim Daiaan Director
3 NM Zeaul Alam Advisor
4 Mohammed Mesbah Uddin Chief Marketing Officer
5 KaziNasirUddin Chief Financial Officer
6 KhandakerHafizAlAsad Director
7 HasnainKhurshed Head Of Communication &
Corporate Philanthropy
8 RayanRahman Head of Business Strategy
9 Md Zahidul Kabir Head of Business Strategy
10 Md Asifur Rahman Head of Supply Chain
11 JM Taslim Kabir Head of Marketing
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Samsung Fair Electronic Analysis

Situation Analysis

Situation analysis (or situational analysis) refers to a collection of methods that

managers use to analyze an organization's internal and external environment to
understand the organization's capabilities, customers, and business environment
(American Marketing Association, 2018)

Internal Factors of Fair Group:

Financial plan: Fair Group’s internal environment is characterized by concentrated
finance and planning that organizes entire financial and account services. This
department strategically assists businesses by ensuring that every process is timely
and factually accurate, provides in-depth analysis, ensures budget and overall
management of the business, plus takes part in cross-functional teams to improve
performance.

Human Resource: The Human Resources (HR) branch at Fair Group firmly stands
for the necessity to support the company's workers and create highly creative,
innovative, and efficient working conditions. This is achieved by ensuring that the
business hires the best and most dedicated employees who work hard to ensure
business success. Additionally, the MIS department of FAIR GROUP handles all
the IT-related concerns within the organization. The department is made up of
highly competitive software developers and testers who are very hard-working
therefore eliminating technological failures to enable the company operate
efficiently and effectively.
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Samsung Fair Electronic Analysis

External Factors of FAIR GROUP:

Economic: FAIR GROUP has to accurately regulate and provide feedback for the
economic conditions rather than trying to manipulate them. Economic analysis is
crucial and encompasses several factors: economic conditions such as the forms of
economic systems in countries where FAIR GROUP operates, the degree of
government intervention in the market, the level of efficiency of financial markets,
the quality of transport and communication network infrastructure, the
qualifications of the working population and labor costs, and other key economic
factors. This makes it possible for FAIR GROUP to align its policies depending on
the type of economy the country is facing.

Demographic: Deliberation on the location of the new showroom and target

demographic population is very crucial for FAIR GROUP. This entails dividing
the target area into strata and using sample data to calculate the population residing
in the area and its demographic demographics to determine whether the brand is
suited for the area. Knowledge of the demographic environment that comprises
potential customers and competitors, both physical and online, is crucial in the
decision to enter and position within a market.

Political / Legal: Following product as well as employee safety laws is quite

important and essential for FAIR GROUP. Employees’ awareness of the
regulations aimed at loan management and safety at work prevents the company
from legal proceedings and possible sanctions. This is necessary and critical as it
helps to keep the business informed on relevant regulations within the company to
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Samsung Fair Electronic Analysis

be able to maintain its reputation and also to be in compliance with legal standards
and other merits that relate to trust and credibility.

Sociocultural: There are strong sociocultural aspects relevant to FAIR GROUP’s

activities. The company has to appreciate the existing socio-cultural values and
perceptions and how they are interpreted by different groups. Values can be
attached to products which are aimed at specific socio-demographic cultural
groups as these can change with time. Continued attempts at resonance with, and
support for, the perceptions and values of the target population is the most
effective way of ensuring that the company image and the products it offers are
relevant and attractive.

Global: As for FAIR GROUP’s international expansion, determining the overall

political and economical climate of the world is vital. The well analyzed
knowledge about the global economy and demand enables to figure out the
opportunities and risks in opening new branches. This global view helps FAIR

GROUP to formulate the right course of its globalexpansion because the direction
is coordinated with the overall global trends and demands.
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Samsung Fair Electronic Analysis

SWOT ANALYSIS

SWOT analysis is a commonly used framework that assesses the strengths and
weaknesses of an organization or project, along with external opportunities and
threats.(Teece, 2018) It serves as a valuable tool for strategic planning when
complemented with other information-gathering methods. The SW part of SWOT
stands for “Strengths” and “Weaknesses” which are part of an organization’s
internal environment. On the other hand, OT stands for “Opportunities” and
“Threats” which are part of the organization’s external environment. The SWOT
analysis for Samsung Fair Electronics is given below:

STRENGTHS WEAKNESSES
• Backed by Samsung • High reliance on
• work environment Samsung
• Higher price

OPPORTUNITIES THREATS
• New markets • Changing consumer trends
• New products and services • Political instability
Merging with other companies
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Samsung Fair Electronic Analysis

Strengths:
• 1. Backed by Samsung:
• In Bangladesh, Samsung electronics are made and distributed by Fair Group.
This gives the company a competitive advantage by providing them access
to the latest Samsung products and technologies. As a result, Fair Group can
offer new and cutting-edge technology to their consumers in Bangladesh.
They can be the first to introduce new Samsung goods to the local market.
Additionally, because the goods are produced here in Bangladesh, the
company also benefits from lower production costs, faster delivery and
customizations in order to meet the market demands.
• 2. Culture and Work Environment:
• The robust corporate culture and cooperative work environment at Fair
Group are key strengths. These factors come together to attract and retain
top talents. This also contributes significantly to the company’s overall
success. Employees are really well-informed about the company’s
achievements,values and vision. Fair Group’s commitment towards their
employees is recognizable through their competitive salary, health insurance
services, tuition reimbursement. The supportive and collaborative
atmosphere extends to all levels, including upper management who readily
provide assistance and guidance when needed.

Weaknesses:
• 1. High Reliance on Samsung:
• Fair Group Bangladesh is heavily dependent on Samsung. This is a
vulnerability as the company’s success is intricately linked with Samsung’s.
Any decline in Samsung sales or quality control issues will negatively
impact Fair Group. To address this weakness, Fair Group is diversifying its
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Samsung Fair Electronic Analysis

product portfolio by incorporating brands other than Samsung and making

strategic investments in companies like Hyundai, Secret Recipe and Olitalia.
• 2. Higher Price:
• Due to several factors, Fair Group Bangladesh encounters a notable pricing
challenge. Firstly, as an authorized manufacturer and distributor of Samsung
Electronics, the company faces huge amounts of costs related to licensing
and distributing rights, which in turn contributes to the higher prices of the
products. In additon, costs are further elevated because of the less developed
industrial sector and smaller skilled workforce.

Opportunities:
• 1. New Markets:
• Given its already established position in Bangladesh, Fair Group has the
potiential to explore new markets both domestically and internationally. By
expanding its geographic reach, the company can, in theory, tap into a larger
and more diverse consumer base. This will ultimately drive revenue growth.
Venturing into less competitive areas or developing new markets offer
unexplored opportunities for the company.
• 2. New Products and Services:
• Fair Group has the capability to provide distinctive and specialized products
and services that align with evolving customer demands. The company can
maintain its market share while remaining competitive by leveraging its
manufacturing expertise and understanding of consumer preferences.
Vigilance toward market shifts and responsiveness to consumer requests are
essential strategies
• 3. Merging with Other Companies:
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Samsung Fair Electronic Analysis

• Fair Group could expand its business operations by strategically partnering

with firms that complement it. Such collaborations would enhance its
capabilities, provide access to new markets and diversify its product
offerings. Fair Group can better withstand the changes in the business
environment by establishing comprehensive and adaptable market presence
through partnerships

Threats:
• 1. Consumer Trends:
• Fair Group Bangladesh may experience changes in product demand as
consumer preferences evolve. As an example, the increasing popularity of e-
commerce has reduced the number of physical customers in traditional retail
stores, affecting sales. To thrive, Fair Group must adapt by diversifying its
product offerings, exploring new markets, investing in innovative
technologies and enhancing customer service to meet growing customer
expectations.
• 2. Political Instability:
• Political Instability refers to the condition where a country’s political system
experiences a high level of uncertainty, volatility and unrest.(Merriam-
Webster, 2022) This instability can negatively impact businesses in a
number of ways. Firstly, it disrupts the operations, making production and
sales a challenge. Secondly, a business needs to allocate more resources to
security and insurance to protect itself. Lastly, reduced consumer confidence
during uncertain times can lead to decreased demand for products and
services. Furthermore, Planning for the future becomes difficult when the
political landscape remains uncertain. Fair Group Bangladesh faces
heightened vulnerability to political instability due to the protests and strikes
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Samsung Fair Electronic Analysis

that continuously keep ocurring throughout Bangladesh disrupting their

operations and affecting product demand.

Objectives Of The Company:

Three objectives for Samsung Fair Electronics:

• Objective-1
In 2023, they increased their quality upto 3%
Strategy: This strategy is concerned about competitive strategy. Samsung
Fair Electronics aims to be a leader in innovation, producing reliable
products and services that contribute to a better global society. They focus
on creating superior products that enhance everyday experiences

• Objective-2
They want to improve their ethical management level upto 13% by 2025.
Strategy: This strategy is concerned about sustainability strategy. Fair
electronics uses this strategies to make their position more sustainable in the
market. The company is committed to ethical management, complying with
local laws and regulations, and applying a strict global code of conduct.
They strive to be one of the most ethical companies in the world, building
trust with stakeholders including customers, shareholders, employees, and
communities.

• Objective-3
In 2022, They got involved in many social activites which is 4% more than
previous year.
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Samsung Fair Electronic Analysis

Strategy: This strategy is concerned about social responsible strategy.

Samsung Fair Electronics measures its success not only in business
achievements but also by how well it serves the community, protects the
planet’s resources, and makes a difference in people’s lives. They have been
recognized for their contributions with awards such as the “President’s
Industrial Development Award” and the "National Productivity and Quality
Excellence Award".

• Objective-4
They are engaging with customers more than 20%
Strategy: This strategy is concerned customer focused strategy. Samsung
Fair Electronics is more concerned about their customer in such a way that
they meet the proper satisfaction from them.They had applied after sale
services for the consumers so that they get proper solution of their product
even after buying or receiving any defect.They also have their 24/7 customer
services to ensure the customer satisfaction.
• Objective-5
Fair Electronics wants to improve it’s operation more than 15% by 2027.
Strategy: This strategy is concerned about Continuous Quality
Improvement strategy. It concerns about improvement of operation
outcome,systems processes etc. Samsung fair electronics always strives for
continuous improvement in ethical and sustainable practices through
audits,collaboration with stakeholders .Also they innovative in design in
manufacturing process.
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Samsung Fair Electronic Analysis

These objectives reflect Samsung Fair Electronics’ commitment to excellence,

responsible business practices, and positive social impact.

Management Issues

Organiztional Structure:

Organizational structure is the internal and formal foundation of a business that

shows how an organization’s management is organized and authority is passed .
According to the organogram and Fair Group being a centralized company, they
follow a bureaucratic organizational structure. This means the tasks are divided and
distributed among individuals and departments within the company. The decisions
are also passed from top to bottom. Currently there are 40 showrooms just for mobile
phones and another 50 showrooms for electronic products in Bangladesh. They also
have a high-tech electronics facotry in Narsingdi. These are all managed by
individual departments and their managers.
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Samsung Fair Electronic Analysis

Departmentalization:

Fair Group Bangladesh follows a functional departmentalization structure. Below

are some of their key departments:

o Production: The production team is in charge of manufacturing their products.

This includes mobile phones, refrigerators, televisions, air conditioners, ovens,
air purifiers etc. They employ thousands of Bangladeshi workers as technicians,
engineers and managers. Their factory in Narsingdi has over 2000 employees.
o Marketing: The marketing team plays a very important role in promoting and
positioning their products in the Bangladeshi market. They develop marketing
campaigns to create awareness about Samsung’s latest products. They also
conduct market research and develop advertisements for media channels
o Sales: The goal of the sales department is to ensure that the products reach the
consumers effectively. They manage the distribution channels. This includes
retailers, dealers and authorized resellers. They also set sales targets based on
market demand and company’s goals. Sales team is also responsible for the after
sales services.
o Finance: The finance department handles the company’s financial matters in
order to ensure that they are in good financial health. This team develops financial
plans and budgets that aligns with business goals. It is their job to maintain
accurate financial records. This department also monitors cash flow to ensure
sufficient liquidity for day-to-day operations.
o Research and Development: This department is in charge of exploring new
Sstechnologies, improving existing tech and anticipating market trends. It is their
job to give Fair Group a competitive advantage and to keep them ahead in the
electronics industry.
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Samsung Fair Electronic Analysis

Leadership Style:

Every organization must have good leaders in their workplace, which will
influence others to attain the organization’s goal. (CFI, 2022) Ruhul Alam Al
Mahbub, the Chairman of Fair Group, basically follows both Democratic style and
Laissez-faire style while leading the company. When it is needed, he involves the
employees, delegates the authority and takes feedbacks for any works. Also,
sometimes he lets the employees to make any decision for the betterment of the
company. All the employees have the independency to present any idea to
everyone, have the power to take any quick or instant decisions for the
betterment of the company. Which is known as empowering employees. He’s even
working more now to make sure the works are done properly. All managers
from different level are also very friendly and cooperative with the workers
and employees which is reason the company has improved so much in few years.
The leaders of the company love to work with the best and most competent
workforce from the job market. Each and every individual of Fair Electronics
Limited is skilled and experienced enough to ensure their best efforts towards
development of business.
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Samsung Fair Electronic Analysis

Observation/Recommendation:

Samsung Fair Electronics is one of the famous companies in Bangladesh. They

follow all the Management practices. However, we have a recommendation for
them. They said they are a fully Centralized Organization. However, they should
follow decentralization in some cases. It will help to achieve their goal in an
approachable way. They should keep a budget if they can take their employees on a
picnic every year

Conclusion

Conclusion: Samsung Fair Electronics is one of the prominent corporations in

Bangladesh. The philosophy of the company is to develop and encourage good
ideas and growth to provide satisfaction to customers to innovate and go beyond
putative standards of doing business. At present, the growth of the company is
more likely in a stationary condition. So the main plan of the company is to
accelerate the growth of the company and do well. The company does extensive
research to calculate its market possibilities and always looks forward to giving its
customers the ultimate and innovative tech services. By analyzing the company we
came to know that Fair Electronics depends mostly on distribution strategy rather
than marketing efforts. Moreover, they lack television commercials and
promotions in social media platforms. Evaluating the company, now we have an
exhaustive idea about the company's circumstantial, financial, product, strategy,
management, and performance as well.
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Samsung Fair Electronic Analysis

Bibliography

Bibliography

Fair Group. (n.d.). About Fair electronics. https://fairelectronics.com.bd/about-

fair-electronics
Brie, S. (n.d.). Situation Analysis - Wikipedia. Situation Analysis.
https://en.wikipedia.org/wiki/Situation_analysis

Noyon, A. U. (2022, January). How Samsung puts Fair Electronics on hi-tech

trajectory. https://www.tbsnews.net/economy/industry/how-samsung-puts-
fair-electronics-hi-tech-trajectory-364024
Teece, D. (2018, January). SWOT Analysis | SpringerLink.
https://link.springer.com/referenceworkentry/10.1057/978-1-137-00772-
8_285

Hisense Bangladesh. (n.d.). Fair Electronics Limited: Pioneering Electronics

Manufacturing in Bangladesh. About Us. https://hisense.com.bd/about-us

Fair Group. (2021, October 27). FAIR ELECTRONICS ACHIEVED THE

BANGLADESH BRAND FORUM ‘BEST RETAIL- ELECTRONICS’
AWARD. https://www.fairgroupbd.com/fair-electronics-achieved-the-
bangladesh-brand-forum-best-retail-electronics-award/
BDJobs. (n.d.). Company Information. Company Offered Jobs Fair Electronics.
https://jobs.bdjobs.com/companyofferedjobs.asp?id=40091&alias=0&compan
yname=Fair+Electronics+Ltd%2E
Fair Group. (n.d.). About Us. About Company - Fair Group.
https://www.fairgroupbd.com/about-us/
Farland, B. (2023, November). Organogram Definition. Organogram | Definition,
Types & Examples - Lesson | Study.com.
https://study.com/academy/lesson/what-is-an-organogram-definition-
structure-example.html
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Samsung Fair Electronic Analysis

Appendix

Group Photo Of The Brainiacs:

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Samsung Fair Electronic Analysis

(https://www.google.com/search?sca_esv=8cb3cc18f5e96265&sca_upv=1&rlz=1C1KNTJ_enBD1068B
D1068&q=samsung+fair+electronics+bd&uds=ADvngMiZDGid5O6AsH5Ch1700MsXjbrANZmkORPjs
07Hxr-oWt8pRs15tC_l6sPngdAYTmFXe90DwWxocTg9toTvPAYKof36nXBbe4ZhKSX8-
Wzv7H1KVoXK-UB347XE_)
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Samsung Fair Electronic Analysis