Decision Analysis

1316 words - 6 pages

Prof. John Wetherell
Decision Analysis
July 2016
Prof. John Wetherell
Decision Analysis
July 2016
DA Case Study 4

Chosen market to expand into:

Computer Tablets

Companies chosen and their current share in the market (2015):

Samsung 13.7%
Huawei 3.4%
Sony < 3%

In the growing world of technology, tablets are one of the most common devices being used nowadays, it’s difficult for companies to expand into new markets because of the existing competition especially from companies like Apple.

The companies we chose, all have the biggest market share but in different markets. For example; Samsung, for a while, has had the biggest market share for the mobile phones market ...view middle of the document...

Samsung has a great variety of electronic goods, starting from mobile phones, tablets and accessories to home appliances like dishwashers and microwaves.
Sony’s product range is less broad, as the company specializes in cameras, TVs and other electronics except from home appliances. It also offers in-car players and projectors.
Finally, Huawei has even smaller product portfolio, which mainly consists of mobile phones, tablets and accessories. The company also provides tools fro businesses, not only B2C.
In terms of functionality though, Samsung has been known for variety of its products’ characteristics and features. As the company is currently in a tough competition with Apple, it tends to increase the functionality of their cell phones and other products in order to keep up with competitors and offer characteristics according to the latest trends within industry.
Huawei has recently become known for good quality and a wide range of functions its technology offers. The image of the company has become even more positive over the years and brand awareness rose. Moreover, the company’s performance is gradually becoming more effective.


Samsung 2014 (millions of USD)

Liquidity = Current Assets/Current Liabilities = 109,381,617/49,410,010 = 2,21
Solvency = Total Liabilities/Total Assets = 59,214,186/218,887,585 = 0,27
Efficiency = Net Income/Total Assets = 22,223,194/218,887,585 = 0,10
Profitability = Net Income/Total Equity = 22,223,194/159,673,399 = 0,14

Core Competence = Operating Income/Net Fixed Assets = 23,772,272/81,370,213 = 0,29
Strategic Intent = Capital Expenditure/Net Fixed Assets = 5831971/81379213 = 0,07

Sony 2014 (millions of USD)

Liquidity = Current Assets/Current Liabilities = 4,204,886/4,783,614 = 0,88
Solvency = Total Liabilities/Total Assets = 12,546,464/15,333,720 = 0,82
Efficiency = Net Income/Total Assets = (68,841)/15,333,720 = - 0,0045
Profitability = Net Income/Total Equity = (68,841)/2,783,141 = -0,025

Core Competence = Operating Income/Net Fixed Assets = 26,495/1,425,673 = 0,16
Strategic Intent = Capital Expenditure/Net Fixed Assets = 53,410/1,425,673 = 0,04

Huawei 2014 (millions of USD)

Liquidity = Current Assets/Current Liabilities = 309,773/178,539 = 1,74
Solvency = Total Liabilities/Total Assets = 209,788/309,773 = 0,68
Efficiency = Net Income/Total Assets = 27,866/309,773 = 0,09
Profitability = Net Income/Total Equity = 27,866/99,985 = 0,28

Core Competence = Operating Income/Net Fixed Assets = 34,205/29,845 = 1,15
Strategic Intent = Capital Expenditure/Net Fixed Assets = 4,661/29,845 = 0,16

SONY 2015 (millions of USD)

Liquidity – current ratio = 34 983/39 547 = 0,88

Solvency – debt ratio = 107 505/131 954...

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