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ACKNOWLEDGEMENT
I am using this opportunity to express my gratitude to the
people without whom the project was not possible. I want to
acknowledge all those who guided, encouraged and helped me
in winding up this research project report.
I am grateful to the H.O.D of B.Com (Hons) Bareilly College Dr.
Praveen Kumar Agarwal for allowing me to undertake this
project work. A lot of appreciation and thanks to B.Com
(Hons) faculty teachers Dr. Shiv Shankar Maurya,
Dr.Priyank Mehrotra, Mrs. Vibha Tewari, Dr.Garima Agarwal
& Dr.Sudhanshu Shekhar who has been my guide during the
whole period of project work.
I would like to extend my deep sense of gratitude and thanks to
my parents and friends who not only support me but also
encourage me for the completion of my project report.
Lovepreert Kaur
B.com (Hons.)
Part-II
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CERTIFICATE
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CONTENTS
1. Introduction
2. Industry Profile
3. Literature Review
4. Theoretical Background
5. Research Methodology
7. Findings
8. Suggestions
9. Conclusion
10.Questionnaire
11.Bibliography
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ABSTRACT
Originally starting as a value priced tech manufacture in Korea, Samsung has developed into a top
marketer for premium priced global electronics. Throughout the years, Samsung has released a
continuous stream of innovations stressing product quality and manufacturing flexibility (Kotler,
343).High end cell phones, memory chips, and state of the art LCD TVs have been the primary growth
drivers over the years for Samsung. As hard economic times hit in the US and Asia, Samsung took
another turn cutting profit margins and operating capital, while investing heavily in tech R&D, powerful
ad campaigns, and strategic partnerships. This strategy proved successful as Samsung recorded sales of
110 billion in 2008.I believe Samsung is just scratching the surface, as they will continue their dominance
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INTRODUCTION
As rapid socio-economic changes sweep across India, the country is witnessing the
creation of many new markets and a further expansion of the existing ones. Indias
consumer market is riding the crest of the countrys economic boom. The Indian
consumer durables industry has witnessed a considerable change in the past couple
options and a surge in advertising has been instrumental in bringing about a sea
prices of branded and unbranded products added with the high quality of after sales
service provided by the branded players. The shift has also been triggered by the
have been sold in the year 2014-15 with colour televisions (CTV) forming the bulk
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of the sales with 30 per cent share of volumes. CTV, refrigerators and Air-
conditioners together constitute more than 60 per cent of the sales in terms of the
The sector has been witnessing significant growth in recent years, helped
by several drivers such as the emerging retail boom, real estate and housing
demand,
significant section of the population. The key trends that impact the Indian
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Before the liberalization of the Indian economy, only a few companies like
Kelvinator, Godrej, Alwyn, and Voltas were the major players in the consumer
durables market, accounting for no less than 90% of the market. Then, after the
liberalization, foreign players like LG, Sony, Samsung, Whirlpool, Daewoo, and
Today, these players control the major share of the consumer durables market.
growing very fast because of rise in living standards, easy access to consumer
finance, and wide range of choice, as many foreign players were entering in the
market with the increase in income levels, easy availability of finance, increase in
consumer awareness, and introduction of new models, the demand for consumer
considered luxury items. However, there were still very few players in categories
The market share of MNCs in consumer durables sector is 65%. MNC's major
target is the growing middle class of India. MNCs offer superior technology to the
Consumers whereas the Indian companies compete on the basis of firm grasp of
the local market, their well-acknowledged brands, and hold over wide distribution
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network. However, the penetration Level of the consumer durables is still low in
India.
like Godrej, Voltas, Allwyn and Kelvinator. But post liberalization many foreign
companies have entered into Indian market dethroning the Indian players and
India being the second largest growing economy with huge consumer class has
SAMSUNG the two Korean companies have been maintaining the lead in the
The rural market is growing faster than the urban market, although the penetration
level is much lower .The CTV segment is expected to the largest contributing
segment to the overall growth of the industry. The rising income levels double-
income families and consumer awareness were the main growth drivers of the
industries.
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INDUSTRY PROFILE
The Consumer Durables industry consists of durable goods and appliances for
machines. Instruments such as cell phones and kitchen appliances like microwave
ovens were also included in this category. The sector has been witnessing
significant growth in recent years, helped by several drivers such as the emerging
retail boom, real estate and housing demand, greater disposable income and an
The industry is represented by major international and local players such as BPL,
The consumer durables industry can be broadly classified into two segments:
further categorized into Brown Goods and White Goods. The key product lines
The consumer durables market in India was estimated to be around US$ 49 billion
in 2015-16. More than 20 million units of consumer durable appliances have been
sold in the year 2014-15 with colour televisions (CTV) forming the bulk of the
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sales with 30 per cent share of volumes. CTV, refrigerators and Air-conditioners
together constitute more than 60 per cent of the sales in terms of the number of
units sold.
In the refrigerators market, the frost-free category has grown by 8.3 per cent while
direct cool segment has grown by 9 per cent. Companies like LG, Whirlpool and
Samsung have registered double-digit growth in the direct cool refrigerator market.
In the case of washing machines, the semi-automatic category with a higher base
and fully-automatic categories have grown by 4 per cent to 526,000 units and by 8
per cent to 229,000 units, respectively. In the air-conditioners segment, the sales of
window ACs have grown by 32 per cent and that of split ACs by 97 per cent.
Since the penetration in the urban areas for these products is already quite high, the
markets for both C-TV and refrigerators were shifting to the semi-urban and rural
areas. The growth across product categories in different segments is assessed in the
following sections.
Consumer Electronics
The CTV production was 15.10 million units in 2015-16 and is expected to grow
by at least 25 per cent. At the disaggregated level, conventional CTV volumes have
been falling while flat TVs have grown strongly. Market sources indicate that most
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CTV majors have phased out conventional TVs and have been instead focusing
more on flat TVs. The flat segment of CTVs now account for over60 per cent of
the total domestic TV production and is likely to be around 65 per cent in 2015-
16.High-end products such as liquid crystal display (LCD)and plasma display CTV
and this trend is expected to continue. The audio/video player market has seen
significant growth rates in the domestic market as prices have dropped. This trend
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COMPANY PROFILE
revenue with annual revenue of US$173.4 billion in 2008 and is South Korea's
largest chaebol. The meaning of the Korean word Samsung is "Tri-Star" or "three
stars".
most of them united under the Samsung brand including Samsung Electronics, the
company.
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Samsung has been the world's most popular consumer electronics brand since 2005
and is the best known South Korean brand in the world. Samsung Group accounts
for more than 20% of South Korea's total exports and is the leader in many
industries.
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SAMSUNG INTRODUCTION
Our Vision
We believe that through technology innovation today, we will find the solutions we
for businesses to grow, for citizens in emerging markets to prosper by tapping into
Its our aim to develop innovative technologies and efficient processes that create
new markets, enrich peoples lives and continue to make Samsung a trusted market
leader
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Our Mission
Company.
Samsung grew into a global corporation by facing challenges directly. In the years
ahead, our dedicated people will continue to embrace many challenges and come
up with creative ideas to develop products and services that lead in their markets.
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SAMSUNG HISTORY
2015
September: Samsung Electronics launched the Gear S2, a stylish smartwatch with
a versatile circular design and rotating bezel
August: Samsung Electronics began mass production of the industrys first 256Gb
V-NAND flash memory
August: Samsung Electronics launched the mobile payment service, Samsung Pay
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Samsung donated 3,000 smartphones in support of the fight against Ebola
Samsung Electronics announced the expansion of Galaxy Note series with the new
Galaxy Note 4 and Galaxy Note Edge
BMW Group and Samsung SDI expanded partnership Signing of MOU for
delivery of further battery cells
Samsung Heavy Industries launched the hull of Shells Prelude floating liquefied
natural gas (FLNG) facility, worlds largest floating facility
Samsung Electronics launched Galaxy S4 in the Korean market and global markets
Samsung Electronics began mass producing the worlds first 20 nanometer 4Gb
ultra high-speed mobile DRAM
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Samsung Bioepis entered into the development and marketing partnership with
Merck of the US Samsung Display Passes 300 Mil. OLED Panel Output Mark
Samsung recorded the accumulated global shipment volume of 0.1 billion units
with Galaxy S smart phone series
2012
Samsung took the 9th place among global top 100 brands with the brand value of
USD 32.9 billion
Vice Chairman & CEO of Samsung Electronics Kwon Oh Hyun took office
2011
Samsung Electronics won the Innovation Awards at the CES 2012 with 30
products
Samsung Electronics was selected as one of the ten brands with the highest values
in Africa
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Samsung Electronics sponsored the 2011 London World Skills Competition as a
Premier Sponsor
Cheil Worldwide won the Grand Prix at the Cannes International Advertising
Festival
Samsung Electronics launched construction of the 7.5G LCD Fab plant in Suzhou,
China
Samsung Electronics signed the patent cross license agreement with IBM of the
US
Named Yoon-Woo Lee as a Vice Chairman & CEO
of Samsung Electronics
Asian Game
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Samsung takes No. 1 spot in U.S. cellphone market
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Developed 1.72"Super-Reflective LCD Screen
September, The India Retail Forum has awarded Samsung as the Best
Asia.
February 2012 Mr. K. S. Kim appointed as the First President and Chief
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November 2003 Inaugurated Samsung's new, High-Tech, advanced
Refrigerator facility.
Noida.
in Noida
Entertainment (DNIe)
June 1996 Foundation Stone laid for CTV Factory at Noida, Uttar
Pradesh.
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India.
Samsung
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GROWING TO BE THE BEST
Samsung India aims to be the Best Company in India by the Year 2006. Best
external context in which the Company operates. Samsung aims to grow in India
by contributing to the Indian economy and making the lives of its consumers
Our aim is to gain technological leadership in the Indian marketplace even as our
goal is to earn the love and respect of more and more of our Indian
consumers. Mr. S.H. Oh, President & CEO Samsung South-West Asia Regional
Headquarters.
Samsung in India
Samsung India is the hub for Samsungs South West Asia Regional operations.
The South West Asia Regional Headquarters looks after the Samsung business in
Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan besides India. Samsung India,
which commenced its operations in India in December 1995, today enjoys a sales
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Headquartered in New Delhi, Samsung India has a network of 19 Branch Offices
located all over the country. The Samsung manufacturing complex housing
Refrigerators were being exported to Middle East, CIS and SAARC countries from
its Noida manufacturing complex. Samsung India currently employs over 1600
Development.
SAMSUNG GLOBAL
digital media and digital convergence technologies with 2012 parent company
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the worlds largest pro ducer of Colour Monitors, Colour TVs, Memory Chips and
TFT LCDs.
according to the Indian market. It has set up a usability lab at the Indian
concluded that Indian consumers want more sound oriented products. Thus,
the Samsung televisions for India have a higher sound capacity than their
foreign counterparts.
has introduced for the first time in India a feature called Super Dry. It is
present in three of Samsungs semi automatic models and dries the clothes
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Samsung washing machines have an additional menu that takes care of the
local Indian wardrobes. They also have a memory re-start that takes care of
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In 1938, Lee Byung-Chull founded Samsung, a small trading company with forty
invasion in 1950 when he was forced to leave Seoul and start over in Busan.
During the war, Samsung's businesses flourished and its assets grew twenty-fold.
In 1953, Lee started a sugar refinery. The company diversified into many areas
such as insurance, securities, and retail. In the early 1970s, Lee borrowed heavily
grouped them together under Samsung Electronics Co., Ltd. in 1980s. Its first
In the late 1980s and early 1990s, Samsung Electronics invested heavily in
research and development, investments that were pivotal in pushing the company
to the forefront of the global electronics industry. By the 1980s Samsung was
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manufacturing, shipping, and selling a wide range of appliances and electronic
Portugal; in 1984, it built a $25 million plant in New York; and in 1987, it built
construction branch was awarded a contract to build one of the two Petronas
Towers in Malaysia, Taipei 101 in Taiwan and the Burj Khalifa in United Arab
Emirates, which is the tallest structure ever constructed. In 1993 and in order to
change the strategy sold off ten of Samsung Group's subsidiaries, downsized the
Most importantly, Samsung Electronics (SEC) has since come to dominate the
leader Intel in investments for the 2005 fiscal year. Samsung's brand strength has
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Samsung became the largest producer of memory chips in the world in 1992, and is
the world's second-largest chipmaker after Intel. In 1995, it built its first liquid-
crystal display screen. Ten years later, Samsung grew to be the world's largest
joint venture between Samsung and Sony in order to provide a stable supply of
LCD panels for both manufacturers. Samsung Electronics, which saw record
profits and revenue in 2012 and 2005, overtook Sony as one of the world's most
popular consumer electronics brands, and is now ranked #19 in the world overall.
Behind, Nokia, Samsung is the world's second largest by volume producer of cell
phones with a leading market share in the North America and Western Europe.
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ABOUT SAMSUNG ELECTRONICS
structure to better reflect the respective characteristics of each business sector and
the common technology, market and customer base denominators within its
businesses, thereby creating synergies. The previous six division-based system was
separated into a Digital Media & Communications (DMC) business unit and a
Device Solution (DS) business unit. Today, its global presence includes a total of
Asia, Central and South America, CIS, the Middle East and Africa.
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PRODUCT PROFILE
Developed using our unique Crystal Design with a hint of rose-red color
features Auto Motion Plus 120Hz, an Ultra Clear Panel, DNIe Pro and Wide Color
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Equipped with Bluetooth and a touch screen interface, the YP-P2 lets consumers
enjoy vivid videos on a 3-inch wide LCD screen. Samsungs proprietary DNSe 2.0
energy and water consumption to the worlds lowest levels. Further, weve
eating. Samsungs versatile steam cooking solution adds a steam function to the
conventional oven, grill and microwave, as well as dry heat and fermenting.
Built with TouchWiz UI software, our Haptic model promises a unique user
experience, one that touches all of the senses. The Samsung Haptic features one-
touch access, a widget for creating customized desktops and a G sensor for
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Ultra-messaging BlackJack II (SG H-i617)
bigger screen than the BlackJack I and includes a jog wheel. The phone also has
cuttingedge features such as a touch screen, Bluetooth, GPS and wireless LAN
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STP BY FOUR P
any company to market its products. Samsung segmented its market for its
STP by geography
STP by channel
STP by psychographics
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STP OF CELLPHONE MARKET
GEOGRAPHIC
It has Samsung Guru segment for rural areas as well as Galaxy segment for urban
areas. Samsung is one of the largest manufacturers of mobile phones and it shares
the highest cellphone customers with Nokia in India. It has something for
everyone.
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DEMOGRAPHIC
Samsung has mobile phones for youth, age of 16-29, for businessmen etc. for
middle class youth it has Samsung Guru which is for govt. lower class workers
also. Guru has many variants; it is coming in 3G also. It is a good option if you
want to get a cheap 3G handset. Samsung Galaxy is a good option for youth as it
has many attractive features as Wi-Fi, 3G. Galaxy is also for Businessmen.
Samsung has partnered with IT industry leaders to bring you the most relevant
your every business need, the Galaxy S II is ready for serious enterprise usage.
PSYCHOGRAPHIC
Samsung mobile is available for those customers too who have their choice based
on their lifestyle. Samsung came with some so fancy mobile phones specially for
girls and cheaper touch screen stylish phones so that everyone can enjoy touch
screen T the rate of normal mobiles. Samsung has its range of mobile phones start
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STP OF TELEVISION
GEOGRAPHIC
Samsung segmented its television in rural urban as well as semi urban markets.
Samsung has round televisions for rural market as it can bear heavy fluctuations in
electricity which normally happens in villages. Also Samsung has TFTs and LCDs
for both semi urban and urban markets. Earlier Samsung Plasma televisions were
used in urban areas, later they were available on lower rates so that they are now
used by rural areas. Now technology has changed so much and urban areas are
enjoying Samsung 3D LED televisions which have full HD and a great experience
of watching television.
television, even a flat screen CRT TV is ment for middle class or lower middle
class. LEDs and TFTs are ment for upper middle class.
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STP OF AUDIO/ VIDEO PLAYERS/ CAMERAS (GADGETS)
Samsung audio/ video players are mainly made for youth. Its not made for rural
areas as it is a waste of time kind of thing for them, its useless for villages as they
have no computers and they are technologically too backward to use these gadgets.
These gadgets also are the status symbol. They are used as luxurious gadgets too.
Samsung cameras and camcorders too are made for urban and semi urban areas
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STP OF HOMEAPPLIANCES
GEOGRAPHIC
Samsung categorized its home care products geographically. It has appliances for
rural as well as urban areas. Refrigerators are now a day used in rural areas also.
WASHING MACHINES
AIRCONDITIONERS
REFERIGERATORS
MICROWAVE OVEN
VACUUM CLEANER
ELECTRONIC COOKER
INDUCTION STOVE
CD/DVD PLAYERS
WRITABLE CDs/DVDs
HOME THEATRE
BLU-RAY
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PSYCHOGRAPHIC
customers. It has luxurious products like Electronic Cooker, Induction Stove, Air
Most of the products are for urban and semi urban areas and only a few are for
rural areas such as washing machines and refrigerators. Washing machines are still
Air conditioners are both for middle class and premium class.
Samsung side by side refrigerators and Samsung front loader washing machines
OTHER PRODUCTS
SOFTWARE
Research & Development centers of Samsung Electronics Co. Ltd., housed in the
IT hub of India, Bangalore. With its inception dating back to February 1996, as a
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technology domains. SISO today is a Private Limited Company, head quartered in
year 2010.
HARDWARE
manufacturer of microchips i.e. flash memory, RAM etc. Samsung is famous for
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Toshiba Samsung Storage Technology Corporation (abbreviated TSST) is an
Group (Korea). Toshiba owns 51% of its stock, while Samsung owns the
remaining 49%. The company specializes in optical disc drive manufacturing. The
PERSONAL COMPUTERS
Samsung also is a maker of laptops with some great features like waterproof, full
HD LED display, sleek design, long lasting battery life and light weight.
STP OF COMPUTERS
GEOGRAPHIC
Samsung computers are made for semi urban and urban areas. Samsung laptops are
made for students and also for official purpose. Netbooks are so much in fashion
now a days. And mainly it is used by students as it is so easy to carry and stylish
too.
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DEMOGRAPHIC
Samsung laptops are also available in girly colors. It is basically for college girls.
Netbooks are designed for college purpose and notebooks are used for official
purpose mainly, but no one is bound, they can use as they like.
PSYCHOGRAPHIC
Samsung laptops are both for urban and semi urban markets. Samsung is launching
its new range of luxury laptops Airfoil which takes on Macbook Air. It is so
sleek and beautiful laptop and also it is a luxury product which can be an add-on to
your gadgets. Samsung now came up with new range of laptops this time it is
"premium" QX series - given an "airfoil design exterior" that's aluminium clad like
from metal: Samsung's release suggests it's just the lid that's fashioned from.
Problem with Macbook Air that it has no swappable battery life, every time you
have to plug in your charger, there Samsung Airfoil get rid of that, it has a good
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Samsung also is the maker of computer equipments like-
PRINTERS
RAM
CD/DVD ROM
FLASH DRIVES
PROJECTORS
PLEOMAX
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Samsung makes computer hardware under the name of PLEOMAX like
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LITERATURE REVIEW
MARKET MIX:
The term "marketing mix" was coined in 1953 by Neil Borden in his American
sometimes follows recipes prepared by others, sometimes prepares his own recipe
ingredients, and at other times invents new ingredients no one else has tried. The
Spiro, Gregory A. Rich, William J. Stanton, when these are effectively blended,
they form a marketing program that provides want-satisfying goods and services
for the companys market." The term became popular in the article written by Niel
Borden called, The Concept of the Marketing Mix, as explained on the site
netmba.com. He started teaching the term to many after he himself learned about it
with an associate of his. The marketing mix is a broad concept which includes
several aspects of marketing which all inquire to obtain a similar goal of creating
awareness and customer loyalty. The marketing mix is not only an important
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promotion, product, and distribution. Those are the four main ingredients of the
marketing mix, but there are other components not already mentioned on the
channels, personal selling, advertising, servicing, and physical handling. All in all
the current description of the marketing mix is accurate, but missing some vital
McCarthy, proposed a Four P classification in 1960, which has seen wide use.
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PRODUCTS OF SAMSUNG ELECTRONICS
Semiconductors
For more than 20 years since 1993, Samsung has kept the title of the worlds
which it increased the global DRAM market share to 33 percent. It also started
30 nm-class DRAMs and 20 nm-class NAND flashes, both of which were the first
time in the world. According to market research firm Gartner, during the second
quarter of 2010 Samsung Electronics took the top position in the DRAM segment
due to brisk sales of the item on the world market. Gartner analysts said in their
share. All the other suppliers had minimal change in their shares. Samsung took
the top slot in the ranking, followed by Hynix, Elpida, and Micron, said
become the worlds biggest semiconductor chip supplier by 2014 when it surpasses
Intel. For the ten-year period from 1999 to 2009, Samsungs compound annual
growth rate (or CAGR) has been 13.5 percent, compared with that for Intel paltry
3.4 percent. Extrapolating this trend to the future, Samsung will be able to catch up
with Intel by the year 2014, estimated IC Insights. IC Insights also said that Intels
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2009 sales revenue had been 52 percent higher than that for Samsung, but that
in for years is the foundry segment. Samsung had begun investment in the foundry
business since 2006 and now positioned it as one of the strategic pillars for
semiconductor growth.
Hard drives
Digital display: LCD displays, LED displays, plasma displays, OLED displays
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SLIMMER PANELS
Samsung Electronics TVs and display products have undergone a race toward
panel for 40-inch LED TVs, with the thickness of 3.9 millimeters (0.15 inch).
Dubbed the Needle Slim, the panel is as thick (or thin) as two coins put together.
5000:1 contrast ratio. In October 2007, Samsung broke the 10-millimeter barrier by
introducing the 10-mm thick 40-inch LCD TV panel, followed in October 2008 by
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the worlds first 7.9-mm panel. Samsung is leading the industry by developing
panels for 24-inch LCD monitors (3.5 mm) and 12.1-inch laptops
(1.64 mm). According to Samsung officials, the biggest factor in reducing the
panel thickness was the LED backlight. They are optimistic that their company
TELEVISIONS
For years in a row, Samsung has taken the top spot in the world TV market, with
TVs, maintaining the top position for four consecutive years in terms of world
market share. In early 2010, the company had set the years sales goal at 39 million
Samsung is forecast to take a 27-percent share for the global TV market in the
second quarter of 2010 while LG Electronics accounts for 26.2 percent of the
market. The market researcher predicted that Samsungs leadership would continue
in 2014.
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Samsung Electronics is creating a new market by introducing the Finger-Slim
LED TV. Launched in March 2009, the super-slim LED TV has thus far been sold
as many as 2.6 million units. In 2009 alone, it was sold more than 2 million units,
Samsung has led the flat-panel TV market for the past five years with the 2006
introduction of its Bordeaux line, followed by the 2007 Bordeaux model, the
2008 Crystal Rose line, and the Finger-Slim in 2009. The company retained
August 2010.
introducing new, better models. Today the company offers the full line of TVs, at
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This company is developing new LED TV models too. After expanding its TV
new products to watch is the full HD 3D LED TV that was launched the first time
expected to lead the market for years to come. Samsung showcased the new TV in
the International Consumer Electronics Show (CES 2010) held in Las Vegas early
this year.
In 2009, Samsung TVs were selected in major U.K. publications and retailers as
the best TV of the year. For example, Samsungs LED TV 7000 series was the
winner of the Gadget Awards 2009 by T3, U.K.s most prestigious electronics
magazine.
The T3 magazine in its news article on ten reasons why you should buy Samsung
LED TV listed as the reasons superior picture quality, slim design, energy
3D experience
Samsung sold more than 1 million 3D TVs within six months of its launch. This is
the figure close to what many market researchers forecast for the years worldwide
3D TV sales (1.23 million units). It also debuted the 3D Home Theater (HT-
C6950W) that allows the user to enjoy 3D image and surround sound at the same
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time. With the launch of 3D Home Theater, Samsung became the first company in
the industry to have the full line of 3D offerings, including 3D TV, 3D Blu-ray
The company is trying offer the 3D content streaming service on its 3D TVs. Just
like iTunes store, the Samsung 3D TV aims to allow the user to connect to its own
online store, Samsung Apps, and download applications on the users hard disk
drive.
Samsung has introduced the Internet TV in 2007 that enabled the audience to
receive information from the Internet while at the same time watching
content. In 2008, the company launched the Power Infolink service, followed in
TV while unveiling the upgraded Internet@TV, which offers free (or for-fee)
services such as news, weather, stock market, YouTube videos, and movies.
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Samsung Apps will provide for-fee premium services starting the latter half of
2010, beginning in Korea and the United States, followed early next year by the
same services in Europe. The services will be custom-tailored for each regions
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SamyGO community created at 2009 for hacking Samsung B series TV firmwares,
and later supported A and C series TV's also, under GPLv2 license and deployed
new applications like a tool increasing subtitle size and changing its
color, enabling PVR functionality of TV, enabling internal video player on low
end models, supporting DTS codec on B Series TVs, work around for DLNA
problems by playing movies from SAMBA and NFS shares support etc. Also
placed web browser right into TV with mouse and keyboard support and many
from Feb 2010 for fixing security issues those used by SamyGO community and
firmwares.
application store attracting users of all kinds of electronic device such as mobile
phones, computers, and cameras. The company also reckons that its Smart TV will
writeup of the latest model in 2011 was highly complementary of the picture
quality.
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THEORETICAL BACKGROUND
Research methods provide you with the knowledge and skills you need to
the scientific method and its application to decision making. Two factors stimulate
an interest in more scientific decision making: (1) the managers increased need for
more and better information and (2) the availability of improved techniques and
During the last two decades, we have witnessed dramatic changes in the business
global communications. These changes have created new knowledge needs for the
manager. Other knowledge demands have arisen from problems with mergers,
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The trend toward complexity has increased the risks associated with business
complexity means there are more variables to consider. The competition is more
shareholders, customers, and the public are better informed and more sensitive to
society. Each of these factors demands that managers have more and better
decision making. You will need to know how to identify good research and how to
As the complexity of the business environment has increased, there has been a
commensurate, increase in the number and power of the tools to conduct research.
build better theories. The computer has given us a quantum leap in the ability to
deal with problems. New techniques of quantitative analysis take advantage of this
These trends reinforce each other and are having a massive impact on business
management.
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sources of collection of primary and secondary data for market research.
of information.
Internal Sources
create and store much of the internal data. Research and development, planning,
production summaries, financial and accounting reports, and marketing and sales
studies. The collection methods used are unique to the specific situation, and
collection success depends on knowing just where and how to look. Sometimes the
departmental secretaries can help in pinpointing critical data sources. Internal data
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External Sources
External sources are created outside the organization and are more varied
than internal sources. There are also better defined methods for finding them.
Published sources of data can be classified into five categories. The newest and
data files. The files are sets of records grouped together for storage on some
medium. Access may be through online search or CD-ROM. Online databases are
collections. Within this category there are many reference books, each a
This report deals with the understanding of Indian consumers satisfaction towards
We asked the respondents about their age, gender and occupation. After getting
their basic information we asked the respondents to rank a few brands of TV. The
brands included the following: LG, Sony,Videocon and Others (which represent
any other local or regional brand which the respondent might prefer).
First of all we collected primary data for defining our objective for marketing
research project in specified TV category from different sources e.g. Articles, news
We made questionnaire for the respondents. Based on their choices about how they
make their preferences for specific brands in the TV segment, the project tries to
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comprehend the types of customers who reside in India when making such
decisions and which parameters they pay more attention to when making their final
decision.
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RESEARCH LIMITATIONS
Since we have taken Convenience Sampling, the analysis may not represent a
Most of the respondents were not aware of marketing jargons such as Brand,
Promotion etc.so we need to explain them or some had pre-conceived notions for
the same.
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DATA ANALYSIS AND INTERPRETATION
Response
LG 11
SAMSUNG 31
SONY 7
OTHERS 1
Response
35
30
25
20
Response
15
10
5
0
LG SAMSUNG SONY OTHERS
Interpretation: As per table and graph there are 11 respondents have LG TV, 31
other brand.
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2. When did you purchase it?
Response
An year ago 8
3year ago 4
4years ago 3
More than 5
year 16
Response
16
14
12
10
8 Response
6
4
2
0
An year ago year ago % years ago More than 5
year
Interpretation: As per table and graph there are 8 respondents purchase tv 1 year
ago , 4 respondents says 3 year ago , 3 respondents says they purchase tv 4 year
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3. Why did you choose to Samsung over other brands ?
Response
Trustful brand 9
Affordable 11
Recommended by friends/relatives 11
Any other 0
Response
Trustful brand Affordable
Recommended by friends/relatives Any other
0%
35% 29%
36%
Interpretation: As per table and graph there are 9 respondents says samsung is
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4. How do you come to know about Samsung Television?
Response
Through newspaper
advertisement 9
Through television 18
Through magazine 4
Through internet 0
Response
20
15
10
5
0 Response
Interpretation: As per table and graph there are 9 respondents come to know abot
through magazine.
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5. Rate your satisfactory level with the picture quality of samsung
Television?
Response
Highly satisfactory 3
Satisfactory 21
Average 7
Dissatisfactory 0
Response
Highly satisfactory Satisfactory Average Dissatisfactory
0%
22% 10%
68%
Interpretation: As per table and graph there are 68 % respondents are satisfied
with the picture quality of Samsung , 22 % respondents says average and 10%
respondents are highly satisfied with the picture quality of Samsung television.
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6. Have you ever faced problem related to Samsung television?
Response
Yes 10
No 21
Response
Yes No
32%
68%
Interpretation: As per table and graph there are 68% respondents never faced any
problem related to Samsung television and 32% respondents faced problem many
times .
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7. Rate the satisfaction level with the after sales support of Samsung
television?
Response
Highly
satisfactory 3
Satisfactory 19
Average 8
Dissatisfactory 1
Response
20
15
10
5
0 Response
Interpretation: As per table and graph there are 3 respondents are highly satisfied
respondents are feel average with after sale support and 1 respondent was
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8. Do you prefer buying Samsung television on special occasions?
Response
Yes 20
No 11
Response
Yes No
35%
65%
Interpretation: As per table and graph there are 65% respondents buying
occasion.
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9. Rate your overall satisfaction level with Samsung television?
Response
Highly satisfactory 4
Satisfactory 16
Average 10
Dissatisfactory 1
Response
16
14
12
10
8 Response
6
4
2
0
Highly Satisfactory Average Dissatisfactory
satisfactory
Interpretation: As per table and graph there are 4 respondents are highly satisfied
with overall services of samsung , 16 respondents are satisfied ,10 respondents are
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10. Would you recommended samsung television to other people?
Resonse
Yes 27
No 4
Resonse
Yes No
13%
87%
Interpretation: As per table and graph there are 87% respondents wants to
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FINDINGS
says 3 year ago , 3 respondents says they purchase tv 4 year ago and 16
4. Found that there are 9 respondents come to know abot samsung television
magazine.
5. Found that there are 68 % respondents are satisfied with the picture quality
6. Found that there are 68% respondents never faced any problem related to
7. Found that there are 3 respondents are highly satisfied with after sales
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are feel average with after sale support and 1 respondent was dissatisfied
8. Found that there are 65% respondents buying Samsung television on special
9. Found that there are 4 respondents are highly satisfied with overall services
Samsung tv to anyone.
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SUGGESTIONS
SAMSUNG should redress the grievance of the dealers regarding the supply of
catalogs, so that the dealers can show various models to the prospects and endorse
The company should modify some of the models as these models dont have any
output connection specially the 22 model as it is the largest selling model in most
of the counters.
Dealers in Kolkata dont have enough space to display LCD in their counter thats
why they are not willing to keep LCD display stand in their counter. Company
should customize the display stand so that it can be easily fix in the wall, in this
way SAMSUNG can improve the display share as SAMSUNG also believes that
The rural counters are not getting the current price list of the product as sales
persons are visiting less in these counters company should focus on that matter
seriously.
Company should introduce low cost products to satisfy the needs of the low or
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Branding and promotional activities should be done effectively as it creates a long
to take major steps to overcome the area of downfall in SAMSUNG with respect to
LG.
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CONCLUSION
This study highlighted that Kolkata market is still a virgin market for SAMSUNG
LCD TVs. Customers need to be made aware of the productive usages of these
educate the target audience about the product. Hence SAMSUNG will be able to
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QUESSTIONNAIRE
a)LG
b) SAMSUNG
c) SONY
d) OTHERS
a) An year ago
b) year ago
a)Trustful brand
b)Affordable
c)Recommended by friends/relatives
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d)Any other
b)Through television
c)Through magazine
d) Through internet
Q5)Rate your satisfactory level with the picture quality of samsung Television?
a) Highly satisfactory
b) Satisfactory
c) Average
d) Dissatisfactory
a) Yes
b) No
Q7)Rate the satisfaction level with the after sales support of Samsung television?
a)highly satisfactory
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b) satisfactory
c) average
d)Dissatisfactory
a) Yes
b) No
a) Highly satisfactory
b) Satisfactory
c) Average
d) Dissatisfactory
a)Yes
b) No
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BIBLIOGRAPHY
WEBSITES:
http://www.google.com
http://www.ibef.org
http://www.displaysearch.com
http:// www.dnb.com
http://www.samsung.com.
http:// www.cygnusindia.com
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