COMPARISON OF

SAMSUNG(MOBILE) FINAL
ACCOUNT AND MARKETING
STRATEGY 2021-22 AND 2022-2023

Presented by: Ankita Rana

Tushar Janmezya
Manshi chauhan
Harsh chauhan
Jeevanshi Aggarwal
 Introduction to Samsung
(Mobile)
■ Introduction to Samsung Mobile
Samsung Mobile, a division of Samsung Electronics, is a global
leader in mobile technology, known for its wide range of
smartphones, tablets, and wearables. Over the years, Samsung
has built a strong reputation for innovation, premium quality,
and a diverse product line up that appeals to various consumer
segments worldwide.

Overview of Samsung Mobile’s Market Position

Samsung holds a prominent position in the global smartphone
market. As one of the largest smartphone manufacturers,
Samsung consistently ranks among the top in terms of units
sold and revenue. Its brand reputation is built on a blend of
cutting-edge technology, sleek design, and feature-rich devices
that appeal to both budget-conscious consumers and premium
buyers.
■ Key Products and Segments within the Mobile Division

1. Galaxy S Series: Samsung’s flagship smartphone series,

known for premium features, high-performance hardware, and
cutting-edge design. Targeted at high-end consumers and
business users.
2. Galaxy Note Series: Known for its larger screen and the S-
Pen, the Note series combines smartphone and tablet
capabilities, catering to professionals and productivity-focused
users.
3. Galaxy Z Series (Foldable): Samsung leads the market in
foldable phones with the Galaxy Z Fold and Galaxy Z Flip
models, appealing to consumers seeking innovative and unique
device designs.
4. Galaxy A Series: The mid-range series, offering competitive
pricing and essential features, caters to value-conscious
consumers in various markets.
5. Tablets and Wearables: Samsung also offers the Galaxy Tab
series and Galaxy Watch, creating an ecosystem that integrates
Global Market Share and rand Reputation
Samsung holds a significant share of the global
smartphone market, often competing with Apple for the
top spot. Its market share is particularly strong in
regions like Europe, Asia, and Latin America. Known for
its commitment to innovation, Samsung's brand
reputation remains high, with a loyal customer base and
positive consumer perception across many markets. The
brand’s dedication to research and development has
established it as a pioneer in mobile technology,
especially in areas like foldable devices and mobile
processing capabilities. This combination of a strong
brand reputation and a wide product lineup reinforces
Samsung Mobile's competitive position in the global
market.
Comparison of Samsung Mobile
Financial Statements (2021-2022
vs. 2022-2023)
■ Samsung’s mobile division experienced
notable changes in financial performance
between the 2021-2022 and 2022-2023
periods. While both years showcased strong
performance, various factors such as product
launches, economic conditions, and global
supply chain issues led to differing outcomes
in revenue, profitability, and other key
financial metrics. Below is a comparison of
the Income Statement, Balance Sheet, and
Cash Flow Statement for Samsung Mobile
over these two years.
Income Statement Year 2021-22
Income Statement Year 2022-23
 . Income Statement Comparison: Key Metrics

Revenue of 2021-2022 vs 2022-2023

■ 2021-2022:
■ 2022-2023
■ Revenue for Samsung
Mobile in 2021 was ■ 2023 continued this
approximately $95-100 upward trend with mobile
billion, with growth revenue expected to be
primarily driven by strong around $80-90 billion,
sales of the Galaxy S21 supported by the Galaxy
series, the Galaxy A S23 series, higher
series, and the foldable Z adoption of 5G
Flip/Z Fold series.2022 smartphones, and
saw a modest increase to expansion in emerging
around $95 billion, driven markets. Revenue growth
by solid sales of the in 2023 was more
Galaxy S22 series, moderate compared to
2022 due to challenges
 Gross Profit
■ 2021-2022:Gross ■ 2022-2023:Gross Profit
Profit grew in line continued to grow, albeit at
with revenue, driven a slower rate in 2023. The
by the high-margin Galaxy Z Fold 4 and Z Flip 4
Galaxy Z Fold and Z were major contributors,
Flip series. Gross but economic factors such
margin remained as rising materials costs
healthy around 45- and inflation slightly
48% in both 2021 compressed
margins.Despite these
and 2022, benefiting
pressures, Samsung
from premium maintained a healthy gross
device sales and the margin in 2023, expected to
company’s strong be around 44-46%.
production
 Operating Income
■ 2021-2022:Operating
Income in 2021 was quite
strong, estimated at $8-9
billion due to the success
of high-margin devices
like the S21 and Galaxy Z
■ 2022-2023:In 2023,
series.2022 saw operating
operating income showed
income stabilizing around
modest growth, likely
the $8 billion mark, with
slower growth compared driven by solid sales of 5G-
to 2021 as the global enabled devices and the
economy began facing continued success of
headwinds (inflation, foldables. However,
component shortages). operating income in 2023
might have been slightly
impacted by increased
marketing and R&D costs,
Net Income
2021-2022:Net Income for
2021 was approximately
$6.5-7 billion, supported
by strong sales of high-
end phones and 2022-2023:Net income
foldables.2022 net showed modest growth in
income remained stable, 2023, likely increasing
slightly above 2022 levels
with a similar figure of
due to stable demand for
around $6.5 billion, premium devices and the
reflecting Samsung's global shift toward 5G
strong profitability adoption. However, rising
despite some supply production costs (due to
chain challenges and inflation and logistical
increased competition. issues) and increased
competition in the mid-
range smartphone market
 2. Balance Sheet Comparison
■ Assets
■ 2021-2022:Current Assets ■ 2022-2023:The asset base
in both years would have remained robust in 2023,
been significant, driven by
high inventories and driven by ongoing
accounts receivable from investments in 5G and
strong sales of foldable technology, as
smartphones, including the well as expansion into
Galaxy S21 and Z Flip/Z new markets. There was a
Fold devices.Non-current slight increase in non-
assets increased as
Samsung continued to current assets due to
invest in R&D, continued capital
manufacturing capabilities, expenditures for new
and intangible assets like production lines and R&D
patents for foldable for new mobile
technology.
 Liabilities

■ 2021-2022:Current ■ 2022-2023:Liabilities
liabilities remained remained consistent,
stable as Samsung with current
managed to meet its liabilities reflecting
obligations related to typical operational
supply chain costs, raw debt, including
material expenses, and payments to
manufacturing suppliers.Non-current
contracts. The long-term liabilities remained
debt related to relatively stable, as
production and capital Samsung did not
expenditures was incur significant new
manageable, given long-term debt in
Samsung's strong cash these years.
generation.
 Equity
■ 2021-2022:Equity for the ■ 2022-2023:Equity
mobile division continued to grow
continued to reflect modestly, supported by
strong retained earnings positive net income and
and contributions from stable performance
the successful Galaxy from mobile
product lines.The mobile devices.The mobile
division remained a key division continued to
part of Samsung contribute to Samsung's
Electronics’ overall overall equity, but lower
equity, contributing growth in profits in
heavily to the company’s 2023 slowed the
overall profitability. increase in equity.
 Key Differences in Financial Performance (2021-2023)

Metric 2021-2022 2022-2023

Revenue $90-95 billion $95-100 billion

Strong, driven by Continued growth, but

Gross Profit premium and foldable modest increase due to
sales cost pressures

Modest growth, slight

Operating Income ~$8-9 billion compression due to
higher costs

Net Income ~$6.5 billion Slight increase

Comparison of Samsung Mobile's marketing strategies for
2021-2022 and 2022-2023 in table form:

Aspect 2021-2022 Marketing Strategy 2022-2023 Marketing Strategy

Emphasis on flagship devices like Shift towards Galaxy S22 series,

Product Focus Galaxy S21, Galaxy Z Fold 3, and Galaxy Z Fold 4, and Z Flip 4, plus
Galaxy Z Flip 3. focus on sustainability.

Continued emphasis on foldables,

Focus on camera improvements
integration of AI and 5G, and
Innovation & Technology (48 MP, 108 MP, 100x Space Zoom)
innovations like the Dynamic
and foldable screen technology.
AMOLED 2X display.

Broader appeal, including mid-

Tech enthusiasts, premium
range consumers, with more focus
Target Audience market, and young professionals
on affordability in mid-tier models
looking for premium design.
like Galaxy A series.

Slight price reductions and more

Premium pricing with high-end
attractive offers on foldables and
Pricing Strategy models like Galaxy Z Fold 3 and
mid-range phones to increase
S21 Ultra.
accessibility.
 More focus on value for money,
Heavy focus on premium design,
sustainability, and the “everyday
Campaign Focus camera capabilities, and "next-
hero” approach for mid-range and
gen" foldable tech.
foldable devices.
Increased focus on digital-first
Heavy reliance on TV ads, online
campaigns (YouTube, TikTok,
campaigns, social media (TikTok,
Advertising Channels Instagram) and partnerships with
Instagram), and influencer
tech influencers and sustainability
marketing.
advocates.
Stronger emphasis on
Limited, but beginning to highlight sustainability, eco-conscious
Sustainability Efforts eco-friendly initiatives like recycled materials, and eco-packaging, with
materials in packaging. campaigns promoting the “Planet
First” initiative.

Continued collaborations, but also

Collaborations with tech and
more inclusivity in partnering with
Brand Collaborations fashion brands, e.g., with BTS for
environmental organizations to
promotional campaigns.
showcase eco-friendly efforts.

Expanded focus on direct-to-

Focused on both online and
consumer channels, more online
Retail Strategy physical retail presence with
exclusives, and integration with e-
flagship stores in key markets.
commerce platforms like Amazon.
Enhanced community-driven
Strong customer engagement
campaigns, Galaxy Challenges, and
Consumer Engagement through virtual events, Galaxy
stronger integration with Samsung
Unpacked, and exclusive content.
Members.
Focus on emerging markets,
Focus on mature markets (US,
especially India and Southeast
Global Market Focus Europe, Korea) with high
Asia, with a push for affordable
smartphone penetration.
Thank you