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SAMSUNG
ANNUAL REPORT
2004

TH E N E X T P H A SE
PA RT I I :

roots/reach

roots/reach

A L L S A M S U N G P R O D U C T S A N D S E R V I C E S M E N T I O N E D I N T H I S P U B L I C AT I O N A R E T H E P R O P E RT Y O F S AMSUNG.
PUBLISHED BY SAMSUNG IN COORDINATION WITH CHEIL COMMUNICATIONS INC.
PRINTED BY SAMSUNG MOONHWA PRINTING CO., SEOUL, KOREA
WRITTEN BY DENIS JAKUC
PEOPLE PHOTOGRAPHY BY BRUCE LUM
PRODUCT PHOTOGRAPHY BY SAJINMOON STUDIO
CREATED BY THE CORPORATE AGENDA: WWW.CORPORATEAGENDA.COM
PUBLISHED IN 2005

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A Message from the Chairman
Kun-Hee Lee

Samsung is now well into The Next Phase of its growth and development. While we strive to be one of the world s most respected enterprises, our dream is to do even more.
We envisage a future where Samsung w ill be known as a market leader. This will not be easy. The waves of change will be even greater, the rate of change will be faster, and the turbulence of transition will continue.
As the world gets smaller, every country and company must compete more intensely for customers. This increased competition is obliging everyone to change substantially. This is a great opportunity because those leading change will emerge as front runners, while those resisting it will be forever relegated to second- or third-tier status.
Moving Forward
The 21st century is a time for harmony and interdependence; no one can develop alone.
Samsung s strength comes from our people s capabilities, passion, and dedication to a single vision. In addition, the intense competition in recent years has demonstrated one key fact: only the best companies and best products survive.
Samsung is now one of the world s most distinguished brands. However, we are still working hard to reach even higher goals around the world, proceeding with a sense of urgency. If we are careless in our execution or complacent with what we have accomplished thus far, we could easily plummet to the bottom in a flash. In this sense, our struggle is with ourselves. In order to succeed, we must create the necessary management systems and develop our own technologies.
The way to the top is clear: the power of Samsung is in its people and technology. They are the basis of Samsung s legendary achievements and they will continue to provide the foundation for our success in the future.