ACKNOWLEDGEMENT

In this project I have made an honest and dedicated attempt to make the research material

as authentic as it could. And I earnestly hope that it provides useful and workable

information and knowledge to any person reading it.

During this small time frame of two months in which the project reached its

completion, there were a few people whom I would like to make a mention of and

without whose help the project would have never seen the light of the day. I also thank to

my internal guide- for his timely response, which immensely helped in giving the project

the initial direction it needed.

I dedicate this project to the Dealer’s of Delhi district who were extremely kind

and who at times went out of the way to help me. Without their co-operation it would

have perhaps not been possible to research a few places, which I did, within the stipulated

time frame.
 Preface

We look our training at SAMSUNG ELECTRONICS LTD. DELHI. During the training

was to get an overview of the Consumer Durable Market of DELHI district. It was a

firsthand experience to get exposed to the professional set-up and face the market, which

was really a great experience. Training period was a learning experience.

When business is involved, an experience counts a lot. experience are an instrument,

which leads towards success. Working with SAMSUNG ELECTRONICS LTD., has

been a pleasure.

I take this opportunity to present the project report and sincerely hope that it will be as

much knowledge enhancing to the readers as it was to use during the fieldwork and the

compilation of the report.

 INTRODUCTION

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 Aiwa came into the picture.

Today, these players control the major share of the consumer durables market. Consumer

durables market is expected to grow at 10-15% in 2007-2008. It is 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 durables has increased significantly. Products like

washing machines, air conditioners, microwave ovens, color televisions (C-TV) were no

longer considered luxury items. However, there were still very few players in categories

like vacuum cleaners, and dishwashers Consumer durables sector is characterized by the

emergence of MNCs, exchange offers, discounts, and intense competition. 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 network. However, the penetration

Level of the consumer durables is still low in India.

Indian consumer durable market used to be dominated by few domestic players like

Godrej, Voltas, Allwyn and Kelvinator. but post liberalization many foreign companies

have entered into Indian market dethroning the Indian players and dominating Indian

market the major categories being CTV, REFRIGERATORS,MICROWAVE OVEN and

WASHING MACHINES. India being the second largest growing economy with huge

consumer class has resulted in consumer durables as the fastest growing industries in

India. LG, SAMSUNG the two Korean companies have been maintaining the lead in the

market with LG being leader in almost all the categories.

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.

INDUSTRY PROFILE

The Consumer Durables industry consists of durable goods and appliances for domestic

use such as televisions, refrigerators, air conditioners and washing 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 overall increase in the level of affluence of a significant

section of the population. The industry is represented by major international and local
players such as BPL, Videocon, Voltas, Blue Star, MIRC Electronics, Titan, Whirlpool,

etc.

The consumer durables industry can be broadly classified into two segments: Consumer

Electronics and Consumer Appliances. Consumer Appliances can be further categorized

into Brown Goods and White Goods. The key product lines under each segment were as

follows.

Industry Size, Growth, Trends

The consumer durables market in India was estimated to be around US$ 5 billion in

2007-08. More than 7 million units of consumer durable appliances have been sold in the

year 2006-07 with colour televisions (CTV) forming the bulk 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 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 2007-08 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 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 2007-08.High-end products such as

liquid crystal display (LCD)and plasma display CTV grew by 400 per cent and 150 per

Cent respectively in 2009–10 following a sharp decline in prices of these products 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 is expected to
continue through 2009- 2010, as competition is likely to intensify to scale and capture the

mass market.

COMPANY’S VISION AND MISSION

As stated in its new motto, Samsung Electronics' vision for the new decade is, "Inspire
the World, Create the Future."This new vision reflects Samsung Electronics’
commitment to inspiring its communities by leveraging Samsung's three key strengths:
“New Technology,” “Innovative Products,” and “Creative Solutions.” -- and to
promoting new value for Samsung's core networks -- Industry, Partners, and Employees.
Through these efforts, Samsung hopes to contribute to a better world and a richer
experience for all.

As part of this vision, Samsung has mapped out a specific plan of reaching $400 billion
in revenue and becoming one of the world’s top five brands by 2020. To this end,
Samsung has also established three strategic approaches in its management: “Creativity,”
“Partnership,” and “Talent.”

Samsung is excited about the future. As we build on our previous accomplishments, we

look forward to exploring new territories, including health, medicine, and biotechnology.
Samsung is committed to being a creative leader in new markets and becoming a truly
No. 1 business going forward.

Our Vision
Samsung is guided by a singular vision: to lead the digital convergence movement. We
believe that through technology innovation today, we will find the solutions we need to
address the challenges of tomorrow. From technology comes opportunity for businesses
to grow, for citizens in emerging markets to prosper by tapping into the digital economy,
and for people to invent new possibilities.
It’s our aim to develop innovative technologies and efficient processes that create new
markets, enrich people’s lives and continue to make Samsung a trusted market leader.
Our Mission
Everything we do at Samsung is guided by our mission: to be the best “digital-
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. Their ingenuity
will continue to chart Samsung’s course as a profitable, responsible global corporation.

PRODUCT RANGE OF SAMSUNG

A passion for mobile innovation

No matter how you stay in touch, Samsung connects you in style.

From the coolest conventional and brightest smart phones, to the most stylish
touchscreens, bars, sliders and feature-rich devices with full QWERTY keyboards,
Samsung makes you more mobile, your way.

• TOUCH PHONE - Leading the TOUCH revolution.

• STYLE PHONE - Make en eye-stopping STYLE statement.
• MULTIMEDIA PHONE - MULTIMEDIA magic unlimited.
• BUSINESS PHONE - The Smarter way to work & play.
• GURU SERIES - Rock with GURU.
• DUAL SIM PHONE - Find the perfect balance with DUAL SIM.
• CDMA PHONE - Discover a unique lifestyle with CDMA.

GO AHEAD AND MAKE FUN – SAMSUNG FUN CLUB

Turn your phone into a personal entertainment center with all the most popular ringtones,
inspiring wallpapers, great games, and special promotions right here.
SAMSUNG ACCESSORIES ARE MADE FOR YOU.

What works better with your Samsung phone than Genuine Samsung Accessories?
Nothing of course.

TELEVISION

Choose the right TV for you.

Samsung TVs offer world-class picture quality, design and energy efficiency. Find the
TV that is perfect for you.

• LED TV - Redefine the way we watch television.

• LCD TV - All the purity of liquid crystal.
• Plasma TV - Enjoy the Superior cinematic experience.
• Ultra SlimFit - TV 40% slimmer and 20% lighter.
• Flat TV - Technology and style combine for captivating entertainment.

DVD PLAYERS

Samsung DVD Players with BD wise and Best Playability.

Samsung offers excellence in standard and HD DVD players alike boasting features like
1080p upconversion and Touch of Colour™ design. Discover which is right for you.

• HD DVD PLAYER - Samsung offers excellence in HD DVD player with boasting

features like HDMI, 1080p upconversion, Touch of Coluor™ design and USB for
easy connection and CD-Ripping .Discover which is right for you.
• Standard DVD Player - Samsung Standard DVD players can play any DVD,
regardless of its condition. Its rolling actuator technology automatically adjust the
lens angle so that it can read the information stored in the disc with 100% accuracy.

HOME THEATRE SYSTEM

IMAGINE FREEDOM FROM WIRES; SAMSUNG LAUNCHES A RANGE OF
INNOVATIVE NEW MP3 PLAYERS.

DIGITAL CAMERA: GREAT PICTURE AND MORE

SMART GUIDANCE, INTUITIVE INTERFACES AND AUTOMATED FEATURES

HELP YOU CHANNEL YOUR INNER PHOTOGRAPHER UNDER ANY
CIRCUMSTANCE, REGARDLESS OF YOUR EXPERTISE.

DIGITAL CAMCORDERS

Amazingly compact, Samsung's Super Portable Camcorders Let you Brilliantly Capture
Life from the palm of your hand.

HOME APPLIANCES
 EXPERIENCE THE NEW FRESHNESS

ADD DIGITAL TECHNOLOGY TO YOUR REFRIGERATOR AND EXPERIENCE A

WHOLE NEW LEVEL OF INNOVATION FOR YOUR HOME.

• FRENCH DOOR MASSIVE STORAGE CAPACITY ON THE INSIDE, WITH A

SLIM PROFILE ON THE OUTSIDE AND THE MOST ADVANCED
CONVENIENCES BUILT IN, SAMSUNG FRENCH DOOR REFRIGERATORS
RAISE THE BAR ON STYLE, EFFICIENCY AND MODERN LIVING.
• SIDE BY SIDE ALL THE SPACE YOU NEED TO STOCK UP ON FAMILY
FAVOURITES, THROW A PARTY, OR PREPARE A FULL-BLOWN CATERED
AFFAIR. PLUS ELEGANT DESIGN AND EFFICIENT TWIN COOLING PLUS®
MAKE SAMSUNG SIDE BY SIDE REFRIGERATORS A FRESH CHOICE.
• BOTTOM FREEZER DON'T SACRIFICE STORAGE FOR SPACE WITH
SAMSUNG BOTTOM FREEZER REFRIGERATORS. ALL YOUR FAVOURITE
FOODS ARE AT EYE LEVEL, SO YOU CAN SPEND MORE TIME FINDING
WHAT YOU'RE AFTER AND LESS TIME COOLING YOUR KITCHEN.
• FROST FREE NOW, ENJOY A DELICIOUS, FRRRUNCHY SOUND IN EVERY
BITE! THE NEW SAMSUNG REFRIGERATORS COME WITH UNIQUE
MOISTURE CONTROL TECHNOLOGY LOCK IN THE NATURAL FRESHNESS
OF FRUITS AND VEGETABLES KEEPING THEM FRESH AND CRUNCHY
FOR LONGER. SO, GO AHEAD AND RELISH THE CRUNCHY FRESHNESS,
JUST BITE INTO SOME FRRRRUNCH!

THE SIMPLEST AND MOST EFFECTIVE WAY TO STAY COOL DURING

HOT SUMMER.
SAMSUNG PRESENTS THE PERFECT SOLUTION WITH ITS NEW BIOSLEEPLUS
AIR CONDITIONERS. DEVELOPED FOR INDIAN CONDITIONS.

• SPLIT AIR CONDITIONER THE INTERIOR DESIGN OF YOUR HOME ADDS

A LOT TO PERSONA COMFORTS AND APPEAL , SINCE THE AIR
CONDITIONER IS A LARGE PART OF THAT INTERIOR, SAMSUNG
PROVIDES YOU WITH A VARIETY OF AIR CONDITIONERS WITH STYLISH,
SOPHISTICATED DESIGN, WHILE PAYING ATTENTION TO HIGH
PERFORMANCE AND HEALTH. SAMSUNG’S AIR CONDITIONERS
REPRESENT COOL, CLEAN, HEALTHY FRESHNESS IN EVERYDAY LIVING.
• WINDOW AIR CONDITIONER WELCOME TO COOL, CLEAN, HEALTHY
AND FRESH WORLD OF SAMSUNG WINDOW AIR CONDITIONERS.
CREATED TO PROVIDE UTMOST COMFORT IN THE HOTTEST OF
WEATHER, SAMSUNG AIR CONDITIONERS BRING A COOL, REFRESHING
WAVE INTO YOUR HOME AND MAKE EVERYDAY LIVING A DELIGHTFUL
AND REJUVENATING.

THE ULTIMATE WASHING EXPERIENCE

THE SUPER CLEAN, ULTRA SAFE AND AMAZINGLY EASY WASHING

EXPERIENCE WITH SAMSUNG WASHING MACHINE.

• FRONT LOADING SAMSUNG FRONT LOADING WASHING MACHINES

INCORPORATE A HOST OF FUTURISTIC INNOVATION LIKE CERAMIC
HEATER. IT PROVIDES YOU THE CONVENIENCE OF WASHING CLOTHES
WITH TECHNOLOGICALLY WASHING MACHINE THAT UNDERSTANDS
WASHING REQUIREMENT OF DIFFERENT CLOTHES.
• TOP LOADING POWER-PACKED PURE STRENGTH COMBINED WITH THE
TOUCH OF GENTLE CARE. SAMSUNG REALISES THIS ULTIMATE
WASHING COMBINATION IN ITS STATE-OF-THE-ART WASHING
MACHINES. IT’S THE ULTIMATE CARE YOUR CLOTHES NEED TO KEEP
LOOKING THEIR VERY BEST.
• SEMI AUTOMATIC SAMSUNG SEMI AUTOMATIC WASHING MACHINES
ARE SPECIALLY DEVELOPED FOR THE DISTINCT INDIAN CONDITIONS
AND ARE PERFECT CHOICE FOR THE INDIAN WOMEN. THESE
TECHNOLOGICALLY ADVANCED MACHINES INCORPORATE DOUBLE
STORM WASHING SYSTEM THAT REMOVES DIRT AND DUST FROM
CLOTHES, THEREBY LEAVING THEM CLEAN. FRESH AND SPARKLING
LIKE NEW.

NO GUESSWORK REQUIRED

Samsung microwave oven, Faster, more spacious and more stylish than before..

• CONVECTION MICROWAVE CAN BE USED TO COOK FOOD WHICH IS

CRISPIER FROM INSIDE AS WELL AS OUTSIDE. IT USES A FAN AND A
HEATING ELEMENT TO CREATE AIR FLOW PATTERNS INSIDE THE
MICROWAVE OVEN. THIS ENSURES OPTIMUM BROWNING OF THE FOOD
IN THE FASTEST POSSIBLE TIMES, MAKING IT IDEAL CHOICE FOR
BAKING.
• GRILL MICROWAVES CAN BE USED TO COOK FOOD WHICH IS CRISPIER
FROM OUTSIDE AND JUICER FROM INSIDE MAKING AN IDEAL CHOICE
FOR SUCCULENT KEBABS AND TIKES.
• SOLO THE SAMSUNG SOLO IS THE CHOICE FOR AN ALL ROUND
COOKING SOLUTION. WITH UNIFORM HEAT DISTRIBUTION, MULTIPLE
POWER LEVELS AND A HOST OF OTHER FEATURES, THE SAMSUNG
SOLO IS IDEAL FOR EVERYDAY TASKS LIKE DEFROSTING, REHEATING
AND COOKING.

PC / Peripherals / Printer

• R SERIES ALL-ROUND CONVENIENCE FOR MORE FUN. HIGH

PERFORMANCE, HASSLE-FREE COMPUTING WHENEVER AND
WHEREVER YOU NEED IT.
• MINI NOTEBOOK FOR EASY SURFING, AN AFFORDABLE MOBILE
SOLUTION IDEAL FOR ALL YOUR ONLINE NEEDS-FAST PACED AND
DIGITALLY INTERCONNECTED LIVES.

THE RIGHT SCREEN FOR EVERY DESKTOP

SAMSUNG PC MONITORS, THE MOST ADVANCED CAPABILITIES AND STATE

OF-THE-ART TECHNOLOGY.

• DESKTOP MONITOR DESKTOP MONITOR THAT PROVIDES PERFECT

PICTURE QUALITY WITH INCREDIBLE SPEED. INSPIRED BY THE
SHIFTING COLOURS OF SUNSET AND THE FINE-CUT FACET OF A
FLAWLESS GEM, THE TOC DESIGN OFFERS A FRESHER PERSPECTIVE.
• NETWORK MONITOR HELPING YOU TO DELIVER A HIGH-IMPACT
MESSAGE IS WHAT THE SAMSUNG NETWORK MONITOR IS ALL ABOUT.
 OUR BUILT-IN NETWORK MODULE PROVIDES FOR EASIER CONTROL
AND OVERALL MANAGEMENT.
• LARGE FORMAT MONITOR CAPTURE YOUR AUDIENCE'S ATTENTION
AND TRANSPORT THEM TO A NEW WORLD OF VISUAL EXPERIENCE.
FROM A SINGLE DISPLAY TO AN EYE-CATCHING VIDEO WALL,
SAMSUNG'S LFDS CAN DELIVER THE RIGHT MESSAGE AT THE RIGHT
TIME.

SAMSUNG OFFERS VARIOUS OPTICAL MEDIA SOLUTIONS, ALLOWING

CUSTOMERS TO CHOOSE THE EXACT COMBINATION OF CAPABILITIES AND
FEATURES. WATCH FOR OUR DIVIERSE HIGH-END PRODUCTS CUSTOMIZED
TO FIT YOUR NEEDS.

• CD ROM DRIVES DVD WRITER DRIVE IS AVAILABLE IN GALF-HEIGHT

FORM FACTORS IN SPPED RANGING UP TO 16X DVD+R WRITING,
16XDVD-R WRITING, 8X DOUBLE LAYER DVD+R WRITING AND 4X
DOUBLE LAYER DVD-R WRITING, 8X DVD+RW WRITING AND 6X DVD-
RW WRITING.
• COMBO DRIVES DVD-ROM DRIVE IS AVAIABLE IN HALF-HEIGHT FORM
FACTORS IN SPPED OF 16X.
• DVD WRITERS DOMBO DRIVE IS AVAILABLE IN HALF-HEIGHT FORM
FACTORS IN SPEED RANGING UP TO 52X WRITING, 32XREWRITING, AND
52X READING. IT COMBINES CD-ROM, DV-RW AND DVD-ROM DRIVE
INTO ONE MACHANISM.
Laser Printer

SAMSUNG IS THE RIGHT CHOICE FOR ANY WORKLOAD

IN BLACK AND WHITE OR VIVID COLOUR – FOR YOUR HOME OFFICE,

SMALL OFFICE OR ANY OFFICE – SAMSUNG LEADS THE WAY IN PRINTING
PRODUCTIVITY.

• COLOUR LASER PRINTER HIGH-QUALITY, HIGH-SPEED, AND LOW

MAINTENANCE WITH PROFESSIONAL-LOOKING PRINTOUTS ARE
PERFECT FOR ANY WORKGROUP.
• COLOUR LASER MFP FAX WITH EASE OR SCAN AND PRINT IN
PROFESSIONAL-QUALITY COLOUR WITH SAMSUNG'S EFFICIENT
COLOUR MULTIFUNCTION LASER PRINTERS.
• MONO LASER PRINTER RELIABLE, DEPENDABLE AND BUILT TO BLOW
AWAY THE COMPETITION IN MONTHLY OUTPUT.
• MONO LASER MFP FROM SLEEK, SPACE-SAVING MODERN DESIGNS TO
WORKHORSES WITH AMAZING OUTPUT, SAMSUNG MULTIFUNCTION
LASER PRINTERS MAKE ANY OFFICE MORE PRODUCTIVE.
• INKJET FAX MACHINE NOW FAXING DOESN'T MEAN CARRYING A
LARGE STACK OF PAPERS TO THE OFFICE FAX MACHINE AND
SPENDING TIME WAITING, DIALING, UNJAMMING PAPER.
• CONSUMABLE / TONER ONLY GENUINE SAMSUNG SUPPLIES ARE
SPECIFICALLY ENGINEERED TO ENHANCE ALL OF YOUR PRINTING
NEEDS
organisation structure

Our Company's Board of Directors

Title Name Responsibility

Vice Chairman Yoon-Woo
Chairman of the Board of Directors
(Representative Director) Lee
President & CEO Gee-Sung
Overall Corporate Management
(Representative Director) Choi
President Ju-Hwa Yoon Chief Financial Officer
Dong-Min
Independent Director Overall Corporate Management
Yoon
Chae-Woong Audit & Related Party Transactions
Independent Director
Lee Committee
Audit & Related Party Transactions
Independent Director Oh-Soo Park
Committee
Audit & Related Party Transactions
Independent Director In-Ho Lee
Committee