Samsung Electronics, which is mostly dependent on the semiconductor industry, is on the verge of facing another cyclical downturn.

The world's largest memory chipmaker and Asia's biggest electronics maker, Samsung Electronics Co., has established its brand in the hyper competitive electronics industry. It is aggressively catching up with Sony, Nokia and other world-renowned electronics and cell phone leaders. Samsung is continuously striving to accomplish Lee-Kun-Hee's (Chairman, Samsung) vision of making it "the best brand in the world." Over the years, it has transformed itself into one of the `coolest' brands by launching innovative, well-designed stylish products with clever brand-building exercises. Now in the era of convergence it is striving to be the market leader by following its vision of `Leading the Digital Renaissance'-a blueprint to lead the market and promote improvements in customer value by making technology, products and market converge and form a network. Samsung has achieved its strong brand equity in the global market, which guarantees quality. It has also dethroned Motorola to become the second largest mobile phone maker. It now plans to overtake Nokia and emerge as the world's No. 1 mobile phone maker by 2010.

However, in the recent years a crisis has been looming over the company the Korean currency `won' has been depreciating against the dollar, and this is affecting its overseas earnings. Apart from this, experts think that Samsung is about to face another cyclical downturn in its memory chip business, which was its most profitable business in 2004. However, it is very difficult to say whether its diversified business portfolio and management will be able to diminish the risk of another cyclical downturn of the volatile semiconductor industry.

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