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Asian Business School
[Market mix of Samsung India ltd]
This Report was completed in partial fulfillment of the Degree Master of Business Administration Punjab Technical University Asian Business School
SUBMITTED TO Sachin Srivastava
SUBMITTED BY Vikas Arya MBA 2nd Sem
One of the most pleasant aspects of writing an acknowledgement is the opportunity to thank all those who have contributed to it. Unfortunately, the list of expression of gratitude- no matter how extensive- is always incomplete and inadequate. This acknowledgement is no exception. First of all, I wish to express my sincere gratitude to Mrs. Latika Sahni (Dean) ABS, Filmcity, Noida, for giving me opportunity to do research under her profound guidance. Because of her inspiring guidance, motivation, positive criticism, continuous encouragement and untiring supervision this work could be brought to its present shape. I would like to thank all of them who in one way or the other have helped me.
This is to certify that the project work done, entitled “Market mix of Samsung India ltd” is a bonafide work carried out by and under our supervision and guidance. The project report is submitted towards the partial fulfillment of full time Master of Business Administration Degree.
This work has not been submitted anywhere else for any other degree/diploma.
Table of Content
ACKNOWLEDGEMENT CERTIFICATE INTRODUCTION ABOUT THE COMPANY SAMSUNG INDIA LTD COMPANY NAME AND LOGO REVIEW OF LITERATURE (MARKLET MIX) PRODUCT OF SAMSUNG ELECTRONICS STP BY FOUR P TSST COMPETITORS AWARDS BRAND POWER SOCIAL CONTRIBUTIONS R&D @ SAMSUNG VISION INSPIRE THE WORLD, CREATE THE FUTURE VALUES 1 2 4 6 11 14 15 16 27 34 36 38 39 40 42 43 44 45
This study helps us to know could we overcome our competitors with regards to ‘Four P’s’ and ‘STP’ of our products. To analyze the Segmenting. 2. OBJECTIVE OF THE STUDY: 1.CONCLUSION 46 INTRODUCTION STATEMENT OF THE PROBLEM: “TO STUDY THE MARKET MIX OF SAMSUNG INDIA LTD” In this market. 5|Page . 4. which is full of competitors. 3. we would like to know the strategies that help us to beat our competitors. To analyze the market mix of Samsung Electronics. Targeting and Positioning of Samsung products. To analyze the different market for different products. To know the present status of the competitors of Samsung India ltd.
To know about the competitors of the company. OPERATIONAL DEFINITIONS: The definition committee of the American Marketing Association has defined market mix as. SCOPE OF THE STUDY: The study is conducted with respect to Samsung India ltd.5. and promotion.” A planned mix of the controllable elements of a product's marketing plan commonly termed as 4Ps: product. This study helps us to know we can overcome our competitors with regards to advertisement and market mix. place. Due to time and a resources constraint. this study is focused on College students. price. To know deeply about the company. 6.” 6|Page .
About the Company SAMSUNG Type Public Korean Consumer electronics Telecommunication Semiconductor Founded Headquarters Area served Key people Revenue Net income Total assets Owner(s) 1969 Samsung Town. Seoul. 7|Page Industry Treasury Stocks of Samsung Electronics .4 billion (2009) US$ 8.07%.64 billion (2009) Lee Kun-hee & Affiliates 17. 13. South Korea Worldwide CEO: Choi Gee-Sung Chairman: Lee Kun-hee US$ 179.33 billion (2009) US$ 101.57%.
With assembly plants and sales networks in 65 countries across the world) has as many as 200. 8|Page . It was a decision made after considering the fast-growing domestic demand for electronic goods. Samsung released the Android powered Samsung Galaxy Tablet. which is expected to continue in 2011 and beyond. air conditioners and washers. calculators.800 (2009) Samsung Group samsung.000 employees. In 1988. Seoul. With the Galaxy S model. 2009) Samsung Electronics is a Korean company. South Korea as Samsung Electric Industries. Samsung’s market position is dominant. refrigerators. Some of the most popular items produced by Samsung include LED-backlit LCD TVs and Galaxy S mobile phones. the company took the position of the world’s biggest IT maker by surpassing the previous leader Hewlett-Packard. Founded in 1938 as a food processing and textile purveyor. Samsung’s Smartphone lineup has retained the second-best slot in the world market for some time. originally manufacturing electronic appliances such as TVs.National Pension Service 5. the company has kept the leading position for eight years in a row. It is the flagship subsidiary of the Samsung Group. Samsung Electronics was founded in 1969 in Daegu. By 1981. Its sales revenue in the areas of LCD and LED displays and computer chips is number one in the world.90% (as Employees Parent Website 187. South Korea. the company has been in the top spot in terms of the number of TVs sold. In the global LCD panel market. the parent group entered the electronic business as late as in 1969 when it created under its wings an electronic component subsidiary. In the TV segment. For the four years since 2006. it merged with Samsung Semiconductor & Communications. Headquartered in Samsung Town. In competition to Apple's iPad tablet. In 2009. It is noteworthy that Samsung Electronics has grown in leaps and bounds in a business notorious for cyclical fluctuations. the company had manufactured over 10 million black and white TVs.com of September 31.
After the crisis subsided.5 million and the rest will be paid in Cash.” that his company would enter the DRAM (dynamic random access memory) business. Chunghwa Picture Tubes and HannStar Display) of a price fixing scheme. Samsung Electronics Co. Elpida Memory (Hitachi and NEC) and Micron Technology. And only one year after the declaration did Samsung became the third company in the world that developed the 64k DRAM after the United States and Japanese predecessors. The march from then onward as the pioneer in the memory chip-making industry has continued to this day for almost three decades.Just one year after its founding. an electronic switching system producer. Chimei InnoLux. have sold their HDD commercial operation to Seagate Technology for about $1. Although Samsung Electronics was already one of the biggest companies in Korea as early as the 1990s. it posted more than 5-percent net earnings when 16 large conglomerates out of 30 top companies of the nation went out of business in the wake of the unprecedented crisis. It was soon followed by the 1980 acquisition of Korea Telecommunications. 9|Page . In 1974. The EU granted immunity to Samsung Electronics for its part in informing on other members (LG Display. Other companies fined included Infineon Technologies. it expanded into the semiconductor business by acquiring Korea Semiconductor. the US and EU fined Samsung Electronics with 8 other memory chip makers for its part in a price fixing scheme from 1999 to 2002. Samsung could avoid financial difficulties by broad-based structural reforms. the company has become more powerful: While most other high-tech companies were hit by cash-flow problems after the crisis.2 million of (Samsung-Seagate) shares (9. On 2009 and 2010. to manufacture electric home appliances and audio-visual devices. one of the first chip-making facilities in the country at the time. the Samsung Group established in 1970 another subsidiary Samsung-NEC jointly with Japan’s NEC Corp. it now is by far the most important company with unrivaled influence on the economy through a large network of supplier and partner companies as well as through its own revenue-generating power.6 percent of shares) with value of $687. Samsung’s founder Lee Byung-chull made an epoch-making announcement. dubbed the “Tokyo declaration.4 billion with payment of 45. In February 1983. Since the onset of the 1997 Asian financial crisis. Samsung emerged as a global corporation. AU Optronics. For four consecutive years from 2000 to 2003. In December 2010. On April 2011.
In 2005. In January 2007. In 2009. The semiconductor division of Samsung Electronics is the world's largest memory chip and second largest semiconductor manufacturer worldwide.” Global consumers’ brand recognition of Samsung Electronics has increased steadily: According to the top-100 brand list compiled by Millward Brown. Samsung Electronics' handset division overtook American rival Motorola. Despite being a giant in the global technology business with enviable growth. ranked at 68th on its list. In 2007. Samsung has spent enormous sums on marketing and branding. Business Week rated Samsung as 20th on its list of global brands. This has been the case for DRAM and SRAM for over a decade. As part of fulfilling this strategy. Lee said. Mr. Samsung. 1 in flat-panel TVs and memory chips. Samsung is No.Growth Only ten years ago. Samsung overtook Siemens of Germany and Hewlett-Packard of the USA with a revenue of $117. it is No. the British brand consultancy. But now it is outperforming major Japanese electronics makers in many categories: in terms of global market share. Business Week also ranked Samsung as 20th in innovation. Samsung surpassed Japanese rival Sony for the first time to become the world's largest and most popular consumer electronics brand as measured by Interbrand. 2nd in the electronics industry. It succeeded in becoming an official sponsor for the 1998 Nagano Winter Olympics. In 2006. “Samsung Electronics’ future is not guaranteed because most of our flagship products will be obsolete in 10 years from now. Samsung today is the name that almost always appears in many big games. the company devised in 1996 a plan to sponsor major sporting events. it is one of the top suppliers in other home appliances. Since returning from a mini retirement in March 2010.1 spot as the world's largest technology company. 2 in mobile handsets.4 billion to take the No. Brand Finance ranked the company as the number 1 global brand in electronics. making it the world's second-largest mobile phone maker. Samsung —and its chairman Lee Kun-hee—is famous for fretting over its future and coming crisis. Samsung’s only goal was to catch up with Japanese rivals. To become the top brand in the electronics business. was one of the world’s most valuable 10 | P a g e .
estimated at as much as US$1. work conditions. In the 2010 Business Week innovation ranking. While survey answers take an 80-percent weight to the compilation of the ranking. and financial performance. the remaining 20 percent is accounted for by annual share appreciation (10%) and three-year average sales revenue and profit margin (5% each). respectively. Samsung had emphasized innovation in its management strategy since the early 2000s and it again highlighted innovation as part of core strategies when it announced the Vision 2020 in which the company set an ambitious goal of reaching the $400-billion sales revenue within 10 years. grew by 80 percent.S. Forbes said that Samsung’s brand value was as much as $12. The company currently has 24 R&D centers around the world. Apple Computer and Google retained the leading positions as in the 2009 list. leadership. Samsung took the 33rd place in the “World’s Most Valuable Brands 2010” list made public by the Forbes magazine. Samsung was placed at 22nd. Meanwhile. social responsibility. followed by Microsoft.S. reflects survey results collected from consumers in 24 different countries for global 600 large corporations in terms of annual revenue and its GDP share in respective countries. consulting company since 2006. In the “World’s Most Reputable Companies 2010” ranking published by Reputation Institute of the United States. corporate governance. In order to cement its leadership in the areas of memory chip and TV production.1 billion. Samsung was also ranked 11th in the “50 Most Innovative Companies 2010” list put out by Business Week. innovativeness. This ranking. compiled by the U. Samsung has invested aggressively in research and development. The ranking.8 billion with an average sale revenue growth rate of 17 percent for the past three years. Its brand value. is based on answers to innovation-related survey questions asked to executives of global corporations.brands whose growth has been most pronounced during the 2009-2010 period. 11 | P a g e . which gained one notch from 2009’s fourth place. collated jointly by the U. a large advancement from the previous year’s 74th. weekly magazine and Boston Consulting Group since 2005. a five-notch increase from the previous year’s 16th. The respondents answer questions in seven categories including products and services.
In November 2007. J S Shin. Samsung commenced the manufacture of color televisions and LCD televisions at its state–of-theart manufacturing facility at Sriperumbudur. Bangladesh. Mobile phones and Refrigerators are being exported to Middle East. near Delhi. Samsung 'Made in India' products like color Televisions. Mobile phones. The Company is also manufacturing fully automatic front loading washing machines at its Sriperumbudur facility SISO 12 | P a g e . looks after the Samsung business in Nepal. Maldives and Bhutan besides India. Samsung India has widespread network of sales offices all over the country . CIS and SAARC countries from its Noida manufacturing complex. The Samsung manufacturing complex housing manufacturing facilities for color Televisions. Sri Lanka. Refrigerators and Washing Machines is located at Noida. Samsung India which commenced its operations in India in December 1995 enjoys a sales turnover of over US$ 1Bn in just a decade of operations in the country. The South West Asia Headquarters. Tamil Nadu. under the leadership of Mr. Headquartered in New Delhi.SAMSUNG INDIA LTD Samsung India is the hub for Samsung's South West Asia Regional operations. President & CEO.
today it has grown in magnitude and proportions as a center of excellence in research and software development encompassing a wide range of technology domains. as a liaison office. With about a decade of existence. SISO also displays a high degree of efficacy in the creation and protection of Intellectual Property. With an objective to spearhead Samsung´s initiatives in India. Quite a synergy prevails between product development and software services initiatives and the entire system is backed by robust development and computing infrastructure. SISO also works with some of the best organizations in software and technology in India. Design Behind Samsung’s rapid rise there lies design power. With its inception dating back to February 1996. the organization has executed close to 300 projects and has been accredited with the highest software quality certification of CMM Level 5 and ISO 9002. In the early 1990s. SISO prides in its ability to work in some of the cutting edge technologies that its parent organization ventures into. SISO currently houses some 1000 intellects involved in stupendous research and development activities and parallely the organization also revels in making software backed by leading edge technologies in sync with ever-changing lifestyles. SISO contributes to the different technologies in Wireless. Bangalore. Ltd. introducing global technologies customized for the Indian requirements. Networking. the firm began emphasizing the importance of design in its products.Samsung Electronics India Software Operations (SISO) is one of the eleven Research & Development centers of Samsung Electronics Co. Digital and Semi-conductor in India where these domains have almost become revolutions. to leverage on their core competencies. head quartered in Bangalore with ambitious plans of expanding its operation by 2 to 3 times by the year 2010. In its high-rise headquarters in Kangnam. Convergence. housed in the IT hub of India. SISO also practices Six Sigma as a management methodology to facilitate innovation and increased productivity. it locates the corporate design center in which more than 900 13 | P a g e . As a captive entity of Samsung Electronics. and. SISO´s business processes have been extensively automated with a vision of making it a completely paperless office in the near future. SISO today is a Private Limited Company. south of Seoul..
there were only two designers in the whole company. followed by product strategies. 14 | P a g e . one of the world’s most prestigious design awards for design materials and process technologies. There is compelling reason for Samsung’s rise as a design powerhouse. and industrial design. Samsung won the Gold Award for five of its products including the external hard disk drive. In 2010. it received the iF (International Forum) and IDEA design awards. the German company selected a total of 42 products in the areas of home appliance. Samsung was the winner in eight categories in the 2009 IDEA awards. compact digital camera. For the first year. and laser printer toner. it scrutinizes all the design trends of the world. as well as in Seoul. especially compared to the Japanese counterparts famous for churning out eye-catching gadgets. Korea had for so long been considered a backwater for design excellence. Samsung established as many as seven design centers in the world’s major cities including Milan and London. In the 2010 iF Material Awards. full-touch screen phone. “side-by-side” refrigerator. whose number rose to 510 in 2005. Samsung’s effort to improve design paid off: since 2006. In the beginning. For example. it has won as many as 210 awards from internationally prestigious design institutions.full-time designers are housed. Samsung overhauls its design in every two years. The professional designers working in these centers constantly monitor latest design trends in their cities while scanning cultural and lifestyle changes. It then maps out new design plans during the second year. Samsung won the awards in five categories including external hard disk. The iF Material Awards are given by the International Forum Design GmbH of Hannover. furniture. the company that received the most awards.
the symbol of the universe and the world stage. meaning that it foretells success. the color that Samsung has had used in its logos for years. excellence in customer service through technology. The openings on both ends of the ellipse where the letters “S” and “G” are located are intended to illustrate the company’s open-mindedness and the desire to communicate with the world. It also stands for social responsibility as a corporate citizen. The hanja character “Sam” has the double meaning of three and strong while “sung” connotes “star” and “bright” (or “shining”). 15 | P a g e . a company official explained. Samsung’s logo design emphasizes flexibility and simplicity while conveying a dynamic and innovative image through the ellipse. The basic color in the logo is blue. The English rendering is a visual expression of its core corporate vision. which are precisely what the company wishes to accomplish with its customers. The corporate name has auspicious meaning in it. The blue color symbolizes stability and reliability.Corporate name and logo Samsung Electronics’ corporate name “Samsung” comes from the word “three stars” that shine brightly.
but a guideline to reference back to when implementing the price. promotion) forms the entire promotional campaign. The marketing mix (price. Stanton. He started teaching the term to many after he himself learned about it with an associate of his. William J. who in 1948 described the role of the marketing manager as a "mixer of ingredients". and at other times invents new ingredients no one else has tried. including.” as explained on the site netmba. sometimes prepares his own recipe as he goes along. who sometimes follows recipes prepared by others. product. Spiro.com. product. “The Concept of the Marketing Mix. 16 | P a g e . Those are the four main ingredients of the marketing mix. branding.REVIEW OF LITERATURE MARKET MIX: The term "marketing mix" was coined in 1953 by Neil Borden in his American Marketing Association presidential address. As stated in “Management of a Sales Force” by Rosann L. distribution. However. Gregory A. sometimes adapts a recipe from immediately available ingredients. this was actually a reformulation of an earlier idea by his associate." The term became popular in the article written by Niel Borden called. and distribution. The marketing mix is not only an important concept. Rich. 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. promotion. “when these are effectively blended. James Culliton. they form a marketing program that provides want-satisfying goods and services for the company’s market. planning. but there are other components not already mentioned on the Wikipedia site.
but that differential narrowed to only 21 percent during the second quarter of 2010.]Another market researcher IC Insights predicted that Samsung would become the world’s biggest semiconductor chip supplier by 2014 when it surpasses Intel. followed by Hynix. Jerome McCarthy. and Micron. personal selling.” Samsung took the top slot in the ranking. advertising. it began a strategy of “Green Memory” by which it increased the global DRAM market share to 33 percent. A prominent marketer. estimated IC Insights. For the ten-year period from 1999 to 2009. and physical handling. Samsung has kept the title of the world’s largest memory chip maker. compared with that for Intel paltry 3. E. but missing some vital pieces of information which will allow individuals to gain a better understanding and implement a more effective marketing mix. According to market research firm Gartner. Samsung’s compound annual growth rate (or CAGR) has been 13.4 percent. display. IC Insights also said that Intel’s 2009 sales revenue had been 52 percent higher than that for Samsung. PRODUCTS OF SAMSUNG ELECTRONICS Semiconductors For more than 20 years since 1993. 17 | P a g e . “Samsung cemented its leading position by taking a 35-percent market share. Extrapolating this trend to the future. Gartner analysts said in their report. All in all the current description of the marketing mix is accurate. 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. All the other suppliers had minimal change in their shares. It succeeded in 2010 in mass-producing 30 nm-class DRAMs and 20 nmclass NAND flashes. said Gartner. Samsung will be able to catch up with Intel by the year 2014. both of which were the first time in the world.packaging. In 2009. servicing. which has seen wide use. It also started mass-producing 30 nm-classes NAND flash memories in the same year whose world share rose as high as 42 percent.5 percent. proposed a Four P classification in 1960. distribution channels. Elpida.
LED displays. 18 | P a g e .15 inch). Dubbed the “Needle Slim. the company succeeded in developing the super-slim panel for 40-inch LED TVs. with the thickness of 3. This is about a twelfth of the conventional LCD panel whose thickness is approximately 50 millimeters (1.9 millimeters (0.” the panel is as thick (or thin) as two coins put together.97 inches). In 2009. Hard drives Digital display: LCD displays. Samsung had begun investment in the foundry business since 2006 and now positioned it as one of the strategic pillars for semiconductor growth.Another hitherto not-well-publicized area where Samsung had significant business in for years is the foundry segment. plasma displays. OLED displays Slimmer panels Samsung Electronics’ TVs and display products have undergone a race toward everslimmer panels.
Home electronics: TVs. the biggest factor in reducing the panel thickness was the LED backlight. According to DisplaySearch. and 5000:1 contrast ratio. In early 2010. followed in October 2008 by the world’s first 7.2 percent of the market. market research and consulting firm. 120 Hz refresh rate. In 2009. the company had set the year’s sales goal at 39 million units (including 10-million LED TVs).5 mm) and 12. settop boxes. it sold as many as 31 million flat-panel TVs. projectors Televisions For years in a row.S.9-mm panel. Blu-ray players.64 mm). In October 2007. home cinema systems. 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. with the launch of best-selling items.1-inch laptops (1. Samsung is leading the industry by developing panels for 24-inch LCD monitors (3. Samsung broke the 10-millimeter barrier by introducing the 10-mm thick 40-inch LCD TV panel. including full HD resolution. maintaining the top position for four consecutive years in terms of world market share. the U. Samsung could maintain the performance as before. The market researcher predicted that Samsung’s leadership would continue in 2011. DVD players.While reducing the thickness substantially. 19 | P a g e . They are optimistic that their company could cut TV width by 40 percent within two years from now. Samsung has taken the top spot in the world TV market. According to Samsung officials.
Launched in March 2009. As rivals are jumping on the bandwagon. Samsung’s LED TV 7000 series was the winner of the “Gadget Awards 2009” by T3. at many price point. and the “Finger-Slim” in 2009. Combining LED features with 3D functionality. the super-slim LED TV has thus far been sold as many as 2. the new 3D TV is expected to lead the market for years to come. Today the company offers the full line of TVs.6 million units. In 2009. publications and retailers as the best TV of the year. The company retained the leading position by successfully selling more than 1 million 3D TVs as of August 2010. which brightens the future prospect. Samsung showcased the new TV in the International Consumer Electronics Show (CES 2010) held in Las Vegas early this year. followed by the 2007 Bordeaux model. it was sold more than 2 million units.Samsung Electronics is creating a new market by introducing the “Finger-Slim” LED TV. Samsung outstrips them by consistently introducing new. the 2008 “Crystal Rose” line. Samsung has led the flat-panel TV market for the past five years with the 2006 introduction of its “Bordeaux” line. Samsung TVs were selected in major U. better models.K.K. This company is developing new LED TV models too. After expanding its TV lineups. For example. Samsung became the industry-first 10-million-seller challenge. In 2009 alone. One of the new products to watch is the full HD 3D LED TV that was launched the first time in March 2010. 20 | P a g e .’s most prestigious electronics magazine. U.
in addition to existing services such as news. stock market. YouTube videos.23 million units).The T3 magazine in its news article on “ten reasons why you should buy Samsung LED TV” listed as the reasons superior picture quality. and 3D glasses. followed in 2009 by a whole new Internet@TV. It also debuted the 3D Home Theater (HT-C6950W) that allows the user to enjoy 3D image and surround sound at the same time. Samsung became the first company in the industry to have the full line of 3D offerings. This is the figure close to what many market researchers forecast for the year’s worldwide 3D TV sales (1. energy efficiency and connectivity. 3D Blu-ray play. The company is trying offer the 3D content streaming service on its 3D TVs. which offers free (or for-fee) download of applications from its Samsung Apps store. In 2008. 21 | P a g e . the Samsung 3D TV aims to allow the user to connect to its own online store. Samsung is also developing a new “Smart LED TV” from which consumers can download applications as well as view Internet content. slim design. Just like iTunes store. Samsung started marketing the 3D TV while unveiling the upgraded Internet@TV. and download applications on the user’s hard disk drive. In 2010. and movies. including 3D TV. 3D content. With the launch of 3D Home Theater. Smart TVs and apps Samsung has introduced the Internet TV in 2007 that enabled the audience to receive information from the Internet while at the same time watching conventional TV programming. Samsung Apps. the company launched the Power Infolink service. weather. 3D experience Samsung sold more than 1 million 3D TVs within six months of its launch.
Samsung plans to offer family-oriented applications such as health care programs and digital picture frames as well as games. The services will be custom-tailored for each region’s culture. beginning in Korea and the United States.Samsung Apps will provide for-fee premium services starting the latter half of 2010. followed early next year by the same services in Europe. 22 | P a g e .
enabling internal video player on low end models. under GPLv2 license and deployed new applications like a tool increasing subtitle size and changing its color.SamyGO community created at 2009 for hacking Samsung B series TV firmwares. 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 more applications.. 23 | P a g e . computers. supporting DTS codec on B Series TVs. and cameras. and later supported A and C series TV's also. But hackers find workarounds for those new restricted firmwares. which believed to disable the SamyGO project. The company also reckons that its Smart TV will be the future home entertainment hub.. Samsung started to release restricted firmware updates starting from Feb 2010 for fixing security issues those used by SamyGO community and disabled firmware downgrade option from TV menus.The UK consumers association (Which?) writeup of the latest model in 2011 was highly complementary of the picture quality. enabling PVR functionality of TV. Samsung expects that Samsung Apps would ultimately become a multi-device application store attracting users of all kinds of electronic device such as mobile phones.
The I9000 Galaxy S was recognized for its superior-quality screen and excellent connectivity while the S8500 Wave for its Bada operating system with unparalleled social networking and location-based services. Malaysia and South Korea in June 2010 followed by US variants called Vibrant and Captivate in July and Epic and Fascinate in August and September. Samsung’s I9000 Galaxy S and S8500 Wave Smartphones were the winners of the 2010 European EISA Awards in the Smartphone and social media phone categories. Samsung’s 2010 Smartphone shares worldwide are rising rapidly. corresponding to a market share of 20.2%. It sold more than 1 million units within the first 45 days of in the US alone. and environmentally friendly phones. In 24 | P a g e . full-touch screen phones. Following the success of its “Anycall” brand mobile phones in Korea. It was initially launched in Singapore. Overall. At the end of Q3 2010 Samsung had surpassed the 70 million unit mark in shipped phones. the company introduced numerous mobile handset models including premium phones. which many consider a direct competitor of Apple's popular iPhone. Samsung’s flagship mobile handset line is the Galaxy S. Samsung sold 280 million mobile phones in 2010. giving it a global marketshare of 22% trailing Nokia by 12%.Mobile phones Samsung Electronics sold 235 million mobile handsets in the year 2009. The share in the United States has doubled in the second quarter of the year from the previous quarter.
Linux-based LiMo. An alliance of Chinese low wage and Taiwanese technology is catching up closely. Microsoft Windows Phone. air-conditioners. and Russian markets. In a market clearly split into two extremes of up market and budget categories. Although the Galaxy S adopts Google Android as the primary operating system. European. it solidified its image as a premier home appliance maker by selling so many refrigerators. and Samsung’s proprietary Bada. Samsung’s sales revenue rose 27 percent from the previous year. Samsung held the leading position thanks to strong sales of its flagship items. While many other handset makers tend to focus on supporting one (or at most two) operating system. it also supports other competing operating systems such as Symbian. as well as new steam microwave ovens and “robot” vacuum cleaners. In the home market. RIM. and HTC are busy coming up with new models. Samsung faces challenges in the phone market. Samsung employs a two-pronged strategy to emphasize its premium image for affluent consumers 25 | P a g e . Home appliances In 2009. Zipel-brand side-by-side and kimchi refrigerators.the second quarter the company shipped as many as 3 million Smartphones. and Samsung is working to maintain its top position. Smartphone makers such as Apple. the biggest increase in the industry. The company set the sales goal of the 2010 yearend at 20 million units. In the North American. Samsung has kept supporting a wide range of operating systems in the market. a 173percent increase from the same period last year. washing machines. the year of worldwide recession due to the 2008 global credit crisis.
multifunction printer. Samsung introduced a host of new products including a premium mini-laptop computer N310 and slim-sized laptop X420. Samsung could sell as many as 6 million laptops for the year. it became No. Samsung launched mono-laser printer. netbook N210. Samsung was first or second place in the world. the world’s smallest mono-laser printer ML-1660. including the premium laptop R580. In 2009. and color laser multifunction printer CLX-3185. Samsung introduced many new products boasting energy efficiency and ecofriendliness. 26 | P a g e .while marketing lower-end items with fewer bells and whistles for emerging economies consumers. multifunction printers. Thanks to these new market entrants. In the printer business division. all of which indicates that Samsung is growing fast in the printer business despite under the condition of severe economic recession. In 2010. and color laser printers. Samsung was ranked second in the world in the area of letter-size (A4) laser printers. one of the next-generation strategic areas. In other segments such as mono-laser printers. 1 the first time in its history. The N310 and the X420 are the thirdgeneration laptops with all the advanced features as well as portability and connectivity. and enterprise-use high-speed digital multifunction printer models. In the laser multifunction printer segment.
thereby commencing the race toward the new category of camera market. Since mobile telecom service providers in the United States. the ST550 (the dual-LCD-mounted camera). and Russia began deploying the standards. Japan. 27 | P a g e . the company launched the NX10. the company has focused more on high-priced items. In 2010. more and more providers (as many as 139 providers in 75 countries) are readying to take it up. Samsung in 2009 took the third place in the compact camera segment. Since then.In the area of wireless networking. the protocols developed by Samsung and adopted in 2007 as international standards. Digital cameras and camcorders are the areas Samsung cannot overlook. The company has introduced several models in these areas such as the WB550 (the premium camera). the mobile telecom protocols such as Mobile WiMax and WiBro. the next-generation interchangeable lens camera. and the HMX-H106 (64GB SSD-mounted full HD camcorder). are in wide commercial use in many overseas markets.
the premium MP3 player model and the world’s smallest DivX MP3 player R1 STP BY FOUR P 28 | P a g e . In 2010.5-inch disk. Samsung in 2009 succeeded in grabbing more than 10 percent of the world market share by introducing a new hard disk drive capable of storing 250Gb per 2.In the area of storage media. the largest in the industry. In the MP3 player segment. the company started marketing the 320Gb-perdisk HDD. it is focusing more on selling external hard disk drives. It is launching a host of new products including the M1. In addition. Samsung is doing quite well.
STP is a market strategy of any company to market its products. It does STP for every category of products differently. Samsung segmented its market for its products. Targeting and Positioning. STP by products and services STP by demographics/ firmographics STP by geography STP by channel STP by psychographics STP OF CELLPHONE MARKET 29 | P a g e .STP refers to Segmenting.
lower class workers also. for businessmen etc. DEMOGRAPHIC Samsung has mobile phones for youth. Samsung is one of the largest manufacturers of mobile phones and it shares the highest cellphone customers with Nokia in India. for middle class youth it has Samsung Guru which is for govt. it is coming in 3G also. Samsung has partnered with IT industry leaders to bring you the most relevant enterprise solutions and the most comprehensive mobile implementation of Exchange ActiveSync. 3G. Galaxy is also for Businessmen. PSYCHOGRAPHIC 30 | P a g e . age of 16-29. GEOGRAPHIC It has Samsung Guru segment for rural areas as well as Galaxy segment for urban areas.Samsung segmented its cellular market in several categories. Decidedly adept in security concerns and the answer to your every business need. Samsung Galaxy is a good option for youth as it has many attractive features as Wi-Fi. It is a good option if you want to get a cheap 3G handset. the Galaxy S II is ready for serious enterprise usage. Guru has many variants. It has something for everyone.
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. Also Samsung has TFTs and LCDs for both semi urban and urban markets. 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. later they were available on lower rates so that they are now used by rural areas. Earlier Samsung Plasma televisions were used in urban areas. Samsung has round televisions for rural market as it can bear heavy fluctuations in electricity which normally happens in villages. 31 | P a g e . Samsung has its range of mobile phones start from 1200 to 32.Samsung mobile is available for those customers too who have their choice based on their lifestyle.000+. STP OF TELEVISION GEOGRAPHIC Samsung segmented its television in rural urban as well as semi urban markets.
A 3D LED TV is a very luxurious thing. They are used as luxurious gadgets too. it’s useless for villages as they have no computers and they are technologically too backward to use these gadgets. on the other hand a round television. STP OF AUDIO/ VIDEO PLAYERS/ CAMERAS (GADGETS) GEOGRAPHIC & PSYCHOGRAPHIC Samsung audio/ video players are mainly made for youth. LEDs and TFTs are ment for upper middle class. It’s not made for rural areas as it is a waste of time kind of thing for them. 32 | P a g e .PSYCHOGRAPHIC Samsung television is also segmented as psychographic market. even a flat screen CRT TV is ment for middle class or lower middle class. These gadgets also are the status symbol.
Samsung cameras and camcorders too are made for urban and semi urban areas only. Samsung gadgets are so stylish and youth oriented. STP OF HOMEAPPLIANCES GEOGRAPHIC 33 | P a g e .
Samsung also produces WASHING MACHINES AIRCONDITIONERS REFERIGERATORS MICROWAVE OVEN VACUUM CLEANER ELECTRONIC COOKER INDUCTION STOVE CD/DVD PLAYERS WRITABLE CDs/DVDs HOME THEATRE BLU-RAY PSYCHOGRAPHIC Samsung categorized its home care products according to the lifestyle of customers. Air conditioners. Refrigerators are now a day used in rural areas also.Samsung categorized its home care products geographically. Washing machines are still not so much used in rural areas but it is used in these areas. It has appliances for rural as well as urban areas. Washing machines. Robotic Vacuum Cleaner etc. Induction Stove. Robotic vacuum cleaners are so much luxurious products so as induction stoves. Microwave Oven. It has luxurious products like Electronic Cooker. 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. Air conditioners are both for middle class and premium class. Samsung side by side refrigerators and Samsung front loader washing machines are so luxurious products. 34 | P a g e .
as a liaison office. With its inception dating back to February 1996. SISO today is a Private Limited Company. today it has grown in magnitude and proportions as a center of excellence in research and software development encompassing a wide range of technology domains. Samsung is famous for its hard drives. RAM etc. head quartered in Bangalore with ambitious plans of expanding its operation by 2 to 3 times by the year 2010.OTHER PRODUCTS SOFTWARE Samsung Electronics India Software Operations (SISO) is one of the eleven Research & Development centers of Samsung Electronics Co. Bangalore. housed in the IT hub of India.e.. Ltd. HARDWARE Samsung is one of the largest manufacturer of IT products. 35 | P a g e . It is the largets manufacturer of microchips i. flash memory. Samsung makes chipsets along with Toshiba.
PERSONAL COMPUTERS Samsung also is a maker of laptops with some great features like waterproof. Samsung laptops are made for students and also for official purpose. Netbooks are so much in fashion now a days. DEMOGRAPHIC 36 | P a g e . sleek design.Toshiba Samsung Storage Technology Corporation (abbreviated TSST) is an international joint venture company of Toshiba (Japan) and Samsung Group (Korea). while Samsung owns the remaining 49%. STP OF COMPUTERS GEOGRAPHIC Samsung computers are made for semi urban and urban areas. long lasting battery life and light weight. The company was established in 2004. The company specializes in optical disc drive manufacturing. Toshiba owns 51% of its stock. full HD LED display. It is aiming to be the largest in optical drives. And mainly it is used by students as it is so easy to carry and stylish too.
It is so sleek and beautiful laptop and also it is a luxury product which can be an add-on to your gadgets.Samsung laptops are also available in girly colors. PSYCHOGRAPHIC Samsung laptops are both for urban and semi urban markets. it has a good battery life with slim design. but no one is bound. there Samsung ‘Airfoil’ get rid of that. Samsung also is the maker of computer equipments likePRINTERS RAM CD/DVD ROM WRITABLE/ rewritable CD/DVD MONITOR/ LED/ LCD DISPLAY FOR DESKTOP 37 | P a g e . Samsung is launching its new range of luxury laptops ‘Airfoil’ which takes on ‘Macbook Air’.given an "airfoil design exterior" that's aluminium clad like as certain fruit-branded manufacturer's notebooks. But not entirely constructed 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. Samsung now came up with new range of laptops this time it is "premium" QX series . It is basically for college girls. they can use as they like. every time you have to plug in your charger. Netbooks are designed for college purpose and notebooks are used for official purpose mainly.
mouse. Bajaj. Kelvinator etc COMPETITIVE PRODUCTS 3D LED by Sony and LG are major competitor for Samsung LG side by side refrigerator. Bluestar. Thomson. MOBILES In mobiles Nokia. LG. Whirlpool. Godrej. web camera. Onida. HTC.FLASH DRIVES PROJECTORS PLEOMAX Samsung makes computer hardware under the name of PLEOMAX like keyboards. COMPETITIVE PRODUCTS 38 | P a g e . Haier. Dell. Godrej. LG. Apple. Sony Ericsson. Bluestar. Motorola. Huawei. Philips. Hitachi. Voltas. washing machines is major competitive products for Samsung. Whirlpool refrigerator. Sony. Markson. Hitachi. COMPETITORS HOME CARE PRODUCTS Competitors of Samsung electronics In home appliances Whirlpool. Blackberry. Videocon. LG air conditioners are major competitors of Samsung Air conditioners. O2 etc are major competitors of Samsung. Acer. Electrolux. speakers and other peripheral devices.
Canon. Logitech. Seagate. X. E series mobile phones are competitor of Samsung Smartphone.Apple I-phone. Dell. HP. 39 | P a g e . TVS are the main competitive printer makers for Samsung. LG cookie is competitor of Samsung Corby. LG. Moserbaer are the main competitors for Samsung IT products. Sony Ericsson xperia play is a competitor of Samsung SCH-B5200 HTC Sensation is a big competitor of Samsung Galaxy Tab. IT PRODUCTS In IT industry Intel. Dell. Wipro. Nokia N. Sony. IBM. Creative etc are major competitors of Samsung. Sony. Hp. Lenovo. Acer. Toshiba are the main competitors for Samsung computers. Lenovo. hp. Apple. COMPETITIVE PRODUCTS Intel is a big competitor for Samsung Chipset. Logitech is a competitive for Samsung Pleomax. Sony.
Home Appliance.in 2006 by Consumer Electronics & TV Manufacturers Association No. Samsung India has won several Product Awards and recognitions across its Audio Video. The Corporate Recognitions received by the Company in the recent past include: 'Electronics Organization of the Year' by EFY Magazine at its 'Readers' Choice Awards' February.in 2006 by Varindia Most preferred TV partner in Hospitality Industry by Hospitality India 2006 Best Retailer for the Year 2005 by India Retail Forum Most Trusted Company Award 2005 by VarIndia ELCINA (Electronics Industries Association of India) Awards for 'Excellence in Electronics' instituted by the IT department of the Government of India. Samsung India received the 1st Prize in the Consumer Electronics category for productivity. exports. R&D and quality assurance in 2002 Golden Peacock Special commendation Certificate for Corporate Social Responsibility (Private Sector) for the year 2004 'Special Award' by Electronic Industries Association of India for 'significant contribution to the development and growth of India's Electronics Hardware and IT industry.AWARDS During its tenure of 12 years in the country. IT and Telecom Product categories.1 Channel Favorite Company . 2007 Electronics Company of the Year .' in 2004 November 2006MoU signed with Tamil Nadu Government for setting up a second manufacturing Complex at Sriperumbudur. near Chennai June 2006Samsung commences manufacture of LCD TVs in India 40 | P a g e .
a four day exhibition of its new products and technologies .in the metros and smaller markets to create consumer awareness. BRAND POWER From being a virtually unknown entity in the Year 1995. The introduction of World First. Uttar Pradesh. The Samsung Brand shop network complements the over 8500 retail points for Samsung products located across the length and breadth of the country.January 1998All India operations with launch in East December 1997 Sponsorship of the lighting of the Permanent Asian Games Flame Ceremony at the National Stadium. Samsung plans to continue enhancing its penetration levels in the country to reach out to more and more Indian consumers 41 | P a g e . Wow. New Delhi. Samsung India has set up a widespread network of Samsung Digital Plazas all over the country. have contributed to the success of the brand in the Indian market. leading technology products in the Indian market coupled with the Company’s efforts to customize products for the Indian consumers. November 1997 Sponsorship of Indian Contingent to 13th Asian Games in Bangkok. Product design and innovative marketing have all contributed to making Samsung a household name in the Indian market. Technology Leadership.000 units per annum June 1996Foundation Stone laid for CTV Factory at Noida. The Company has carried out over 170 Dream Home Road Shows . To display Samsung products in a more lifestyle ambience and to communicate the product benefits in a more interactive manner. brand Samsung today enjoys an awareness level of over 65% and a positive opinion of over 80% in the country today (source: BAS 2007). June 1997CTV Factory Inaugurated with Initial Plant Capacity of 400.
Rajiv Gandhi Khel Ratna Award Winner 2006 and Samsung Olympic Brand Ambassador : Manavjit Singh Sandhu .First Indian shooter to win a World Championship Gold in Zagreb in 2006 and Rajiv Gandhi Khel Ratna Award Winner in the Year 2001 : Abhinav Bindra . The 'Samsung Olympic Ratnas' who have been identified for this Scholarship are.Silver Medal Winner at the 2004 Athens Games and Rajiv Gandhi Khel Ratna Award Winner 2004 : Rajyavardhan Singh Rathore .World Shooting Champion 2006.Silver Medal Winner at the Commonwealth Games 2006 and 2007 National Games : Avneet Kaur Sidhu 42 | P a g e .Silver Medal Winner at the Commonwealth Games 2006 and Rajiv Gandhi Khel Ratna Award Winner 2003 : Anjali Bhagwat . Samsung India has announced a Samsung Scholarship Programme to support seven top Indian athletes as they prepare for the forthcoming Beijing Olympics.SOCIAL CONTRIBUTIONS OLYMPIC SCHOLARSHIP PROGRAM FOR INDIAN ATHLETES Digital technology leader.
H B Lee. Samsung South West Asia HQ. IT and Telecommunications On the Samsung Olympic Scholarship Program. "Our Olympic program seeks to support the training needs of these seven.First Indian Archer to qualify for the Olympics and Gold Medal winner at the Archery World Cup 2007 : Dola Banerjee. President & CEO. Hence." 43 | P a g e . . The Company will be the Official Sponsor in the category of Consumer Electronics..2007 National Boxing Champion and Silver Medal Winner at the SAF Games 2006 : A L Lakra Patterned on the Olympic Solidarity Fund. states Mr.. Samsung India has also become the 'Olympic Partner' for the Indian delegation to the 2008 Beijing Olympics. who we hope can return from Beijing with Medals for the country. the term 'Samsung Olympic Ratna' for them. between October 2007 and September 2008. high caliber athletes. the Samsung Scholarship Program will support the training expenses of these players for a period of one year. high potential.
they collaborate on strategic technologies for the future and original technologies designed to forge new market trends and set new standards for excellence. People One of Samsung's strongest assets is our team of talented researchers and engineers. At—and among our 42 research facilities around the world. imaginative people.000 people work everyday in research and development. More than a quarter of all Samsung employees 42. and a strong commitment to ongoing investment.000 by 2010. and we expect that number to surpass 50. Samsung has put R&D at the heart of everything we do. As new technologies are being constantly introduced to the market. Through the interplay of creative. speed is essential for remaining competitive in today's digital era. an organisation that encourages collaboration and cooperation among business partners all along the supply chain. and new markets have to be pioneered continuously. 44 | P a g e . a global R&D network.R&D @ SAMSUNG R&D at Samsung Innovation is crucial to Samsung's business.
" Mr. our products as well as our efforts to make our customers happy through our products and services. easier and richer through our superior quality products. our manpower. 'Best Company' in terms of the internal workplace environment. "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. J S Shin President & CEO Samsung South West Asia Head Quarters 45 | P a g e . Samsung aims to grow in India by contributing to the Indian economy and making the lives of our consumers simpler.VISION Growing to be the best Samsung India aims to be the 'Best Company' in India.
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VALUES Samsung Electronics Global Vision would be achieved through nine action values: 47 | P a g e .
Continuous Innovation Creativity Challenge Strategic Focus Speed Simplicity Empowerment Crisis Awareness Customer Focus CONCLUSION 48 | P a g e .
Samsung should also be focused on these areas as these areas are developing. Samsung has continually refined its Mission statement to respond to changes both in the world. where a big part of population belongs to rural areas and semi urban areas. Each of them represented a different stage of Samsung’s growth from a domestic industrial leader to a global electronics powerhouse. But Samsung has its product line mainly for urban markets. this can also help these areas in developing itself. or “Pursuit of Rationalism”. and in itself.Ever since its inception in1938. At least those products which are used in rural areas such as washing machines and Refrigerators could be endorsed there. “Priority to Human Resources”. Samsung mobile phones are not as much used in rural areas as much as Nokia sells its mobile phones. So. India is a country of very large population. Whether it was “Economic Contribution to the Nation”. 49 | P a g e . each slogan had the quality of representing the most significant moments in Samsung’s history. just because Nokia reaches there but Samsung do not. it will help changing the lifestyle of people there.
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