Demo Project Samsung

B.B.A. SEM.
– 6, PRECTICAL STUDIES HARIVANDANA COLLEGE
// JAY GOPAL //
AFER SALES SERVICE RESEARCH PROJECT

REPORT
SAMSUNG ELECTRONICS
COMPANY LTD.
HASMUKH
HINDOCHA
STREAM : B.B.A.
SEMESTER : 6
ROLL. NO. : 28
ACADEMIC YEAR : 2020 - ‘21
GUIDED BY : PROF. Yasirsir vikyani
SUBMITTED TO :
PROJECT GUIDE BY: YASINSIR VIKYANI PREPAIRED BY: HASMUKH V. HINDOCHA

B.B.A. SEM. – 6, PRECTICAL STUDIES HARIVANDANA COLLEGE
DECLARATION
I Hasmukh Vinodbhai Hindocha a student of Harivandana

College here, declare that this project report is a record of my own work carried
out under guidance of our Project guide Prof. Yasin Vikyani & our Principal
Prof. Vishal Vasa.
The Research has been undergone at “SAMSUNG

ELECTRONIC COMPANY LTD.” for the knowledge of practical study of
unit. This report contains the true knowledge and all the aspect over gone in the
practical. It covers the Marketing department and research report on after
sales service of Samsung’ service.
This report has not been previously submitted by any other

university for any examination.
DATE :: - ___________
PLACE ::- ___________
SIGNATURE
HASMUKH V. HINDOCHA

PREFACE
It is very right that we are students are subjected to know the theoretical
aspect of every subject but in real life there is practical experience counts. So to
fully grasp that knowledge is very essential than only subjects could be thoroughly
understood.
As per syllabus of T.Y. B.B.A. according to Saurashtra University

project report is a part of a subject management of entrepreneurship development.
Students will have to get information regarding market. Feasibility of product,
production process and production capacity, personnel factors, sources of finance
and financial capacity, profitability and breakeven analysis. After completion of
B.B.A. if student wants to start any unit he can start it without having any problem.
I prepared this project report so far as any knowledge is concerned. I have collected
information from various sources as per requirement.

ACKNOWLEDGEMENT
I really like to thank all the people who helped me to get the necessary
information regarding the after sales service research report. To start with I would
like to thank director of ______________________ who allowed me to do
research activity on Samsung customer. I would also like to thank all 50 respondent
who gave me necessary information of the Samsung service.
I would like to thanks our principal Prof. Vishal Vasa who allowed
me to project on Samsung Company the unit which I preferred. I also thanks
to Prof. Yasin Vikyani for guiding me in my project work . I also thank to
Harivandana College and Saurashtra University for giving such a wonderful
opportunity to the students.
I would like to also thankful the company’s directors and employees

who has help me in my Research Report , to giving me such a wonderful
opportunity to make a Research Report project and giving me a guidance during
preparing project report.
DATE : - ___________
PLACE : - ___________
SIGNATURE
HASMUKH V. HINDOCHA

HARIVANDANA COLLEGE (MANAGEMENT DEPARTMENT)

BBA SEM-6 PROJECT
CHAPTER NO. PARTICULAR PAGE NO.
1 INDUSTRY OVERVIEW
1.1 History of Industry
1.2 Growth and Development of industry
1.3 Challenges Faced by industry
1.4 Recent Trends of Industry
2 COMPANY OVERVIEW
2.1 History of Company
2.2 Vision and Mission of Company
2.3 Growth and Development of Company
2.4 Challenges Faced by Company
2.5 Organizational Chart
2.6 List of Product
2.7 SWOT Analysis
3 DEPARTMENTAL OVERVIEW
3.0 Marketing Department
3.1 Overview of Marketing
3.2 Market Segmentation
3.3 Departmental Chart
3.4 Marketing Mix
3.5 Channel of Distribution
3.6 Pricing policy
3.7 Promotion Mix and Advertising Media
4 RESEARCH METHODOLOGY
4.1 Meaning of Research
4.2 Types of Research
4.3 Research title or Research Problem
4.4 Research objective
4.5 Data Collection Method
4.6 Sample Size
4.7 Data Analysis and interpretation
4.8 Finding of study
4.9 Limitation of Study
4.10 Scope for Future research
CHAPTER NO: 1
INDUSTRY OVERVIEW
1.1 History of Industry

1.2 Growth and Development of industry
1.3 Challenges Faced by industry

1.1 History of Telecom Industry
Telecommunication is defined as the science and technology of

communication over a distance. The ability to convey information quickly, accurately,
and efficiently has always been one of the main focuses driving human innovation. From
prehistoric man with their signal fires to the smartphone-wielding high-powered
executives of today, communication still remains a key for survival and success. The
history of telecommunication illustrates this never-ending push for progress as it steadily
parallels human growth, becoming more widespread and efficient as the development
of modern civilization unfolds.

 Prehistoric Era: Fires, beacons, smoke signals, communication drums, horns:

 Prehistoric Era: Fires, beacons, smoke signals, communication drums, horns:
 5th century BCE: Pigeon post:
 4th century BCE: Hydraulic semaphore:
 Circa 490 BCE: Heliographs (shield signals)
 15th century CE: Maritime flag semaphore
 1672: First experimental acoustic (mechanical) telephone:
 1790: Semaphore lines (optical telegraphs):
 1838: Electrical telegraph:
 1858: First trans-Atlantic telegraph cable:
 1867: Signal lamps:
 1876: Telephones:
 1876: Telephones:
 1880: Telephony via light-beam photo phones:
 1893: Wireless telegraphy:
 1896: Radio:
 1915: First North American transcontinental telephone calling:
 1927: Television:
 1927: First U.K.-U.S. radio-telephone service:
 1930: First experimental videophones:
 1934: First commercial radio-telephone service, U.S.-Japan:
 1936: World's first public videophone network:
 1946: Limited-capacity mobile telephone service for automobiles:
 1956: Transatlantic telephone cable:
 1962: Commercial telecommunications satellite:
 1964: Fiber-optic telecommunications:
 1965: First North American public videophone network:
 1969: Computer networking:
 1973: First modern-era mobile phone:
 1979: INMARSAT ship-to-shore satellite communications:
 1981: First mobile phone network:
 1982: SMTP email:
 1983: Internet:
 1998: Mobile satellite hand-held phones:
 2003: VoIP Internet telephony:

1.2 Growth and Development of Telecom industry
1. The world first telephone was invented after 45 years developed.

Date: 10 March, 1876
Alexander Graham Bell is the

inventor of the microphone called "Electrical
Speech Machine", which now we called
telephone. He discover he could hear sound
over a wire while experimenting with
"Harmonic Telegraph". The sound come
from was that of a twanging clock spring.
Alexander Graham Bell first transmitted
speech electrically using liquid successful the
world first telephone with his assistant
Thomas A. Watson. The first telephone
invented didn't have a bell, until Watson
invention later on.
2. Telephones first designed with number.

Date: 10 May, 1879
Telephone subscribers
began to be designated by numbers
rather than names. This allows more
subscribers per switching station.

3. The first automatic dial telephone was patent.

Date: 11 May 1891
There is no exactly
date but in 1891 the first automatic dial
system was patent by a Kansas City
undertaker. Switchboard operators
were no longer necessary to make a
telephone call.
4. The beginning of cell phone technology.

Date: 11 May, 1894
No date exactly. Oliver Lodge
demonstrates wireless communication over
a distance of 150 yards. This is the
beginning of cell phone technology

5. The first pushbutton telephone was invented.

Date: 13 April, 1941
No date exactly.
Used tones in the voice frequency
range rather than pulses generated by
rotary dials - was installed in
Baltimore. Operators in a central
switching office pushed the buttons;
but it too expensive however the Bell
System was intrigued by touch-tone
because it increased the speed of
dialing.
6. The world’s first international communication satellite.

Date: 10 July, 1962
The world's first international

communications satellite was rocketed
into the orbit with the collaboration
between NASA and the Bell System.
Telephone calls could now be
"bounced" off a satellite to a switching
station. Telephone calls could be sent
longer distance but now be made across
oceans without relying on under-sea
cables which broke frequently and were
sometimes snacks for sharks! This new
type telephone called "Panel
Telephone" with Copper faceplate with
beige handset.

7. The electronic telephone

Date: 11 July, 1964
No date exactly. Touch

tone service became available in
1963.In 1964, a non-moving satellite
was launched into space. The
electronic telephone switching system
is placed into service. Calls are
switched faster than before. These
telephone now called "Mobile Radio
Telephone".
8. The first cell phone call

Date: 11 may, 1973
In 1972, Motorola
demonstrates the cellular telephone to
the FCC. People could call each other
without wires. Martin Cooper think
there weren't cordless telephones, let
alone cellular phones so he as the
inventor of cell phone made the first
cell phone call to the head researcher
at Bell to let him know he did it first,
in 1973.

9. Cellular phone began to nationwide usage.

Date: 14 Nov, 1983
In 1972, Motorola
demonstrates the cellular telephone
to the FCC. People could call each
other without wires. Martin Cooper
think there weren't cordless
telephones, let alone cellular phones
so he as the inventor of cell phone
made the first cell phone call to the
head researcher at Bell to let him
know he did it first, in 1973.
10. Hi- tech cellphone released.

Date: 10 May, 2012
After 136 years
evolution, telephone have developed
from a transmitted speed using
liquid and long cord connected
house to house into a cellular phone
with hi-tech such as iPhone was
released on 2007 and many other
smartphone and super phone with
Wi-Fi,cordless,touchscreen....
releasing the market, which now we
called "mobile phone or cellphone".

1.3 Challenges Faced by Telecom industry
 Demand for Traditional Services Is Decreasing
 Security and the Risk of Data Breaches  2021: The Year of 5G Adoption
 More Regulatory Scrutiny

 The Demand for More Thoughtful Companies
 Preparing for the Future
Gone are the days when telecom companies used to depend solely on
manual operations for various functionalities such as customer engagement, sales, marketing,
etc. As disruptive digital trends continue to impose transformational changes in the global
telecom market scenario, it is imperative for market participants to be equipped with new-age
technologies and innovative strategies.
Recently, there are many changes in the telecommunication industry

which can be easily attributed to the new technologies in the telecom industry. In 2021, the
adoption of the latest industry trends such as 5G, AI/ML, and IoT will increase and will shape
the future of the telecom industry. A systematic blend of operational and technological changes
will help drive superior customer engagement in the telecommunications industry.
Artificial Intelligence/Machine Learning (AI/ML)

AI/ML is one of the most significant telecom tech trends for 2021. ...
5G. ( 5th Generation pones )
Intelligent Automation. ...
Network Virtualization.
➢ 5G Networks
5G stands for 5th generation — the most recent iteration of broadband

connection. 5G brings three major upgrades to the table. It provides greater speed to move
more data, decreases latency for shorter load times, and increases the ability to connect more
devices at once.
5G networks will enable more detailed and efficient augmented and virtual realities, higher
resolution video, fully autonomous vehicles, massive connected IoT networks (like smart
cities), and more.
5G is the most highly anticipated change to the future of telecom. Though it isn’t
set to officially launch until 2021, the four major U.S. cell carriers have already announced
they’ll be releasing 5G capabilities in 2019, some as early as May.
➢ Artificial Intelligence
AI in the telecom industry encompasses a myriad of focus areas. Customer

service and network optimization are at the top of that list. Throughout this year, some of the
biggest implementations of AI will be in these spaces (this seems redundant). In fact, according
to IDC 63 percent of telecom companies are investing in AI systems this year.

Predictive analytics is one of the most promising capabilities of AI

technology, especially for the telecom community. AI-based analytics provide telecom
companies with the ability to use data and machine learning software to predict future industry
trends and potential infrastructure snags, and to continuously assess their service for bugs or
potential pitfalls.
Additionally, AI-based chat-bots and virtual assistants will transform the

way businesses handle customer service. They can automate conversations and successfully
mimic human speech, while drawing data and insights to provide personalized and positive
experiences. Tech leader Mark Hurd believes that 85 percent of interactions with customers
will be automated by 2020.
➢ Diversified Ecosystems
Much like ecosystems function in nature, industrial ecosystems are a

network of cross-industry organizations that work together to create a stronger, more advanced
industry. The telecom industry will see a move toward creating those lucrative ecosystems.
According to a recent Accenture report, ecosystems will unlock $100 trillion in value during
the next 10 years by unlocking competitive agility. Telecom companies have the highest
potential to come together and form such alliances. Industry leaders agree, with 83 percent
citing ecosystems as an important piece of their disruption strategy.
The introduction of IoT networks, backed with 5G capabilities, will make

this even easier and will allow companies to seamlessly collaborate to advance these
technologies across their networks.
The telecommunications industry is a vital center for cutting-edge

technology adoption. With the integration of AI technologies, 5G networks, and the IoT,
telecom organizations will continue to be at the forefront of technological growth.
➢ About NetFortris
NetFortris provides flexible, scalable, cloud-based voice and data

communications customized with specific security and compliance to give comprehensive
solutions to business needs. Multi-level protection, cloud-based backup, and bi-directional
failover ensure business continuity while big data analytics with real-time service control
improves business operational performance.
NetFortris also serves its customers with carrier-grade networks, business

and communications applications, and expert service. Our solution engineer’s work with
businesses to design a fully managed and automated system tailored to their business.

CHAPTER NO: 2
COMPANY OVERVIEW
2.1 History of Company

2.2 Vision and Mission of Company
2.3 Growth and Development of Company
2.4 Challenges Faced by Company
2.5 Organizational Chart
2.6 List of Product
2.7 SWOT Analysis
SAMSUNG ELECTRONICS COMPANY LTD.

2.1 History of Samsung Company
Samsung is South Korean company that is one of the world’s largest

producers of electronic devices. Samsung specializes in the production of a wide
variety of consumer and industry electronics, including appliances, digital media
devices, semiconductors, memory chips, and integrated systems. It has become
one of the most-recognizable names in technology and produces about a fifth
of South Korea’s total exports.
Samsung was founded as a grocery trading store on March 1, 1938,

by Lee Byung-Chull. He started his business in Taegu, Korea, trading noodles and
other goods produced in and around the city and exporting them to China and its
provinces. After the Korean War, Lee expanded his business into textiles and
opened the largest woollen mill in Korea. He focused heavily
on industrialization with the goal of helping his country redevelop itself after the
war. During that period his business benefited from the new protectionist policies
adopted by the Korean government, whose aim was to help large
domestic conglomerates(cabal) by shielding them from competition and providing
them easy financing.
During the 1970s the company expanded its textile-manufacturing

processes to cover the full line of production from raw materials all the way to the
end product to better compete in the textile industry. New subsidiaries such as
Samsung Heavy Industries, Samsung Shipbuilding, and Samsung Precision
Company (Samsung Teach-in) were established. Also, during the same period, the
company started to invest in the heavy, chemical, and petrochemical industries,
providing the company a promising growth path.
Samsung first entered the electronics industry in 1969 with several

electronics-focused divisions—their first products were black-and-
white televisions. During the 1970s the company began to export home electronics
products overseas. At that time Samsung was already a major manufacturer in
Korea, and it had acquired a 50 percent stake in Korea Semiconductor.
The late 1970s and early ’80s witnessed the rapid expansion of
Samsung’s technology businesses. Separate semiconductor and electronics
branches were established, and in 1978 an aerospace division was created.
Samsung Data Systems (now Samsung SDS) was established in 1985 to serve
businesses’ growing need for systems development. That helped Samsung quickly
become a leader in information technology services. Samsung also created
two research and development institutes that broadened the company’s technology
line into electronics, semiconductors, high-polymer chemicals, genetic
engineering tools, telecommunications, aerospace, and nanotechnology.
In the 1990s Samsung continued its expansion into the global

electronics markets. Despite its success those years also brought about corporate
scandals that afflicted the company, including multiple bribery cases and patent-
infringement suits. Nevertheless, the company continued to make advancements
on the technology and product-quality fronts, with a number of its technology
products—ranging from semiconductors to computer-monitor and LCD screens—
climbing into top-five positions in global market share.
The 2000s witnessed the birth of

Samsung’s Galaxy Smartphone series, which quickly not only became the
company’s most-praised product but also frequently topped annual lists of the best-
selling Smartphone’s in the world. Since 2006, the company has been the top-
selling global manufacturer of televisions. Beginning in 2010, the Galaxy series
expanded to tablet computers with the introduction of the Galaxy Tab and many
more smart phones.

2.2 Vision and Mission of Samsung Company
➢ Mission Statement of Samsung company

Samsung’s mission statement is: “We will devote our human resources and technology
to create superior products and services, thereby contributing to a better global society.”
→ Samsung aims to become India’s Leading Volume retailer in the consumer electronics
segment.
→ Achieving its aim by focusing on its core strategy.
→ Work on strengthening on its unique Brand Image.
→ Gaining Customer Satisfaction.
➢ Vision Statement of Samsung company

Samsung’s vision statement reads: “To inspire the world with our innovative
technologies, products, and design that enrich people’s lives and contribute to social
prosperity by creating a new future.”
The term “inspire the world” means that the company’s vision isn’t limited to
just creating products but inspire the world, and it is doing that by being aware of global
communal diversity. Awareness allows Samsung to tailor its products to meet the needs of
each community.
Samsung, in its vision statement also sets the bar for innovation and design. Its
smartphones, laptops and tablet PCs, use trend-setting design language which inspires not
just users but the competition. So, in essence, they churn the wheel of innovation with the
introduction of each new product.

2.3 Growth and Development of Samsung Company
Samsung is one of the leading smartphone brands in the world. It is a

South Korean electronics brand that has brought a large range of other electronic
products also to the market ranging from home appliances to computer
chips. Samsung is a highly innovative brand that invests a large sum each year in
research and development, The Company has seen enormous growth in recent years
primarily driven by higher smartphone sales. Samsung is also one of the leading
competitors of Apple Inc. and its Galaxy smartphone range competes with Apple’s
iPhone. Samsung’s focus on product excellence and technological innovation has turned
it into a globally famous brand of electronics. The company has achieved enormous
popularity worldwide and sells a wide range of electronic products, smartphones and
home appliances in the global market. This is a discussion of the generic and intensive
growth strategies employed by Samsung and how they have supported its growth and
market expansion worldwide.
Generic Strategies used by Samsung:
Samsung is an innovative brand and has used a mix of cost leadership

and differentiation cleverly to grow market share and achieve stronger financial results.
Instead of leading only on the basis of costs, it has used some elements of cost leadership
alongside differentiation to reach a larger audience segment worldwide which has led to
higher sales and revenue.
Cost Leadership:
Cost leadership is the strategy of leading on the basis of lower costs.

However, Samsung does not rely entirely on this strategy but uses it only to a limited
extent in its business model to grow sales. It constantly focuses on innovation to achieve
cost efficiency and create products that are efficient and yet competitively priced. Cost
leadership is the secondary generic strategy used by Samsung and in various product
segments including smartphones and home appliances, it has also brought a large range
of products that are priced competitively.
The smartphone industry has grown highly competitive and there are
several influential brands that are competing for market share there. To beat the
competitive pressure, apart from its higher-priced Galaxy smartphones, the company
has brought a large range of other smartphones that are priced affordably. Unlike Apple,
which relies exclusively on its range of premium iPhones, Samsung has brought a wider
mix with products in varying price ranges and catering to the different needs and

preferences of a wide segment of consumers.
Differentiation:
Innovation is one main source of competitive advantage for

Samsung which is among the leading investors in research and development in the
entire industry. In the smartphone industry mainly due to the overcrowding of brands,
achieving differentiation has become difficult. However, Samsung and its flagship
product, Galaxy smartphone stand out easily from among the crowd. In several other
product categories too including televisions, the company has achieved strong
differentiation through technological innovation.
While product innovation is the main source of differentiation for

the company, it has also focused on marketing and promotions to build a
differentiated image and create a unique identity in the market. In this way, product
quality and marketing both have helped the company differentiate itself from the
other brands in the market. However, the most important thing is that the level of
competition in the smartphone as well as the home appliances industry has grown too
high. So, companies like Samsung have to invest a large sum each year in R&D to
maintain their competitive edge.
Intensive Strategies used by Samsung:
There are three intensive strategies that businesses can use to grow
market share and expand their customer base in the global market. The market
penetration strategy focuses on growing product sales in the existing markets through
increased penetration and by achieving increased usage of the existing products
through extensive marketing efforts. Market development strategy, on the other hand,
focuses on growing sales by entering new markets or introducing the existing
products into new geographic areas to grow the customer base and revenue. The
product development strategy, on the other hand, tries to grow sales by growing the
attractiveness of the product portfolio through research and development and by
improving existing products or adding new ones. The brands that rely on this strategy
invest large sums in research and development. It is the leading intensive strategy
used by Samsung and also one of the leading reasons that the company has been able
to achieve enormous success and growth globally.

Market Penetration:
This is the strategy that Samsung has employed very well to grow
its customer base and achieve higher sales and profitability. The company has
expanded globally and sells its products to a large base of customers in all corners of
the world. The company has formed strong brand equity through a consistent focus
on product quality and technological innovation as well as customer experience.
Higher brand equity led to higher sales and the company benefited through growing
sales in all the leading markets globally. As a seller of smartphones and home
appliances, Samsung has always focused on customer experience and brand image
which has led to strong customer loyalty. This helped its further growth in the later
years since increased reliability led to higher penetration of existing markets.
Product Development:
Product development is the strategy of growing sales through the release
of new products in the existing markets. This is a leading growth strategy followed
by technology as well as home appliances and smartphone brands. Apple which is
one of the leading competitors of Samsung in the smartphone segment also employs
this strategy very well and keeps making improvements to its iPhone model in order
to grow sales and customer loyalty. The company enjoyed its strongest performance
in a quarter during the first quarter of 2020. However, to stay competitive and retain
its market share Samsung has also kept growing its investment in research and
development and releases new Samsung galaxy smartphone models every year to
retain existing customers as well as to encourage switching. Product development is
considered to be one of the most growth strategies when the smartphone market has
grown highly competitive and for extra growth, companies need to focus on product
quality as well as prices.
Market Development:
Market development is the growth strategy that brands employ when

their level of global expansion is low. They employ this strategy to enter new markets
and then through sales and distribution as well as marketing grow their sales and
customer base. However, mature brands that already have a large and global sales
and distribution network and which have penetrated nearly all the major markets of
the globe use the first two strategies to achieve more growth. Samsung has employed
this strategy in the past to grow sales globally but now it has managed to build a
strong position in nearly all the leading markets of the world and strong global

manufacturing, sales and distribution capabilities as well as a large and global supply
chain.
2.4 Challenges Faced by Samsung Company
Through this written piece it will become apparent what factors and
issues lead to a company such as Samsung to adapt and constantly change the way
they operate in response to external factors. Areas that will be discussed specifically
include: Political, Economic, Social, Technological, Ethical and Legal environments.
Samsung is the largest mobile phone manufacturer and supplier in the world.
Reaching sales of 78.5 million phones alone in 2013, accounting for 24 percent of the
whole phone industry. It is therefore crucial for Samsung to understand their market
areas in each section of PESTEL to ensure growth and maintain their position
amongst competition. Political- The political environment within any region will
have an effect on a business, either positive or negative. Changes can come within a
political environment through adjustments of laws, regulations and policies by a
government, these changes can be at a small level e.g. restrictions for a local
electronics sole trader, or at a higher level, e.g. international regulations on a firm
such as Samsung distributing overseas. Considering the size of Samsung, (operating
within 61 countries) it becomes extremely difficult to predict this aspect of the
environment, as numerous reasons can affect this i.e. pressure groups, tax rises,
exchange rates and the economy.
Case Study: Supply Chain Management
By end customers. It is related with efficiency of a company’s supply, the

goal of SCM is, to reduce cost caused by bullwhip effect, or other dummy cost in
supply chain. What Lead to the implementation of SCM? Samsung Electronics
entered the world marketplace as a small consumer electronics company. Soon the IT
related markets were growing at an exponential rate, and Samsung Electronics
ultimately grew up as one of the biggest electronics company in the world. As the
company started growing even further
Globalization
Defined as the worldwide interdependence of resource flows, product

markets and business competition that characterize our new economy. It is hardly
unnoticeable how countries, organizations, people, resources, money, services and
information are all interrelated globally. Thanks to the improvements in
communication and transportation technologies, such interrelation is more and more
achieved. There are many positive effects of globalization such as the rise of some
developing nations through increased
Analysis of Samsung Supply Chain Management
Samsung Electronics Supply Chain Management: Analysis of Fulfilment

Order Process 1. Introduction Supply Chain Management (SCM) has been defined
by Supply Chain Management Institute to be “the management of relationships in the
network of organizations, from end customers through original suppliers, using key
cross-functional business processes to create value for customers and other
stakeholders”(SCM-Institute, 2016). Samsung's supply chain management has
several operational core processes

2.5 Organizational Chart of Samsung Company

2.6 List of Product
Consumer Electronic Products like:
➢ Smart phone
➢ Color Television

➢ Refrigerators
➢ Home Appliances

➢ Semiconductors
➢ Front Loading Washing Machines

2.7 SWOT Analysis
STRENGHTS:
 Clear target: $4 Billion by 2020

 Core value: Approach market through technology and design leadership.
 Launching hi-tech and contemporary products with zeal and speed.
 Target is not only number driven but also about acquiring and retaining
customer.
 Created Unique Brand image for itself as a high end value driven brand.
 The Samsung marketing Academy.
WEAKNESS:
 Approach market through technology and design leadership: a slow

process.
 Not targeting the mass market.
 Not spreading the brand all over India.

OPPORTUNITIES:
 LG: It’s slowing down and has not had any product innovation in the last 6-
8 months.
 The Indian mass Market.
 The high end value driven proposition helps increase the market share.
 Samsung is well known for its product differentiation.
THREATS:
 Indian Mass Market may be captured by a rival company, LG, MI, SONY
etc.
 The consumer durable industry is not in the best of health.
 Due to increased price of inputs and continuing price erosion there is
downtrend in the consumer durables market.
 Increase emergence of modern retail chains – a problem as Samsung is
investing in building a retail network across the country.
CHAPTER NO: 3
DEPARTMENTAL OVERVIEW
3 DEPARTMENTAL OVERVIEW
3.4 Marketing Mix
3.6 Pricing policy



Marketing refers to the activities pursued by a company to promote its products

or services to the target market. The goal of marketing is to draw the consumers' attention to
the company's products and create a relationship with existing customers.
Marketing is one of the many business functions which deals with CUSTOMERS. The
simplest definition of marketing: "Marketing is managing profitable customer relationships"
The twofold goal of marketing is to attract new customers by promising superior value and to
keep and grow current customers by delivering satisfaction. Marketing is not merely about
selling and advertising, but more to creating a positive & profitable relationships! In order to
have that profitable relationships, we as marketers will first have to know what is demanded
& needed by consumers before creating an offering which match their requirements and earn
our returns!
Today marketing must be understood not in the old sense of making sale - "telling & selling"
- but in the new sense of satisfying customer needs. If the marketer understands consumer
needs, develops product that provide superior customer value and good prices, distributes &
promotes them effectively, these products will sell easily without needing massive
promotional activities! Marketing define: The process by which companies create value for
customers and build strong customers relationships in order to capture value from customers
in return.
 Marketing starts with finding out what prospective customers think and what they need.
 These needs are then fulfilled by the products and services that you sell.
 The pricing, promotion, and distribution of these products and services will then
determine who will be willing and able to buy them.
 Customer purchase and marketers grab revenue.
 This process ends with an evaluation of all marketing activities and a new outlook for
the future of the business.

Samsung segmentation, targeting and positioning and Samsung marketing strategy in general.
The report illustrates the application of the major analytical strategic frameworks in business
studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey
7S Model on Samsung. Moreover, the report contains analyses of Samsung leadership,
organizational structure and organizational culture. The report also comprises discussions of
Samsung business strategy and addresses issues of corporate social responsibility.
Samsung segmentation, targeting and positioning involves a set of activities performed in a
sequence. These activities constitute the essence of Samsung marketing strategy.
Segmentation involves dividing population into different groups on the basis of their common
characteristics. Targeting is associated with selecting specific group(s) as consumers of
products and services. Lastly, positioning refers to the selection of the marketing mix the most
suitable for the target customer segment.
Samsung uses the following types of positioning:
Multi-segment positioning.
Samsung targets more than one segments at the same time through offering several packages
of products and services. For example, there are several variations of Samsung SMART
Signage professional displays with different sizes, screen resolutions and functionalities and
ultimately with different price tags. Thus, Samsung appeals to the needs and wants of
consumers with varying financial capabilities.
Imitative positioning.
Samsung is known to imitative its main competitor Apple in product in design, functionalities,
as well, as marketing strategy.
Anticipatory positioning.
Certain Samsung products such as mobile image sensors currently have low turnover.
However, these product have been developed with the anticipation that the turnover will
increase in the future.

3.4 Marketing Mix

Place Mix:
Place Mix Focusing on placement, Samsung is present in various fields such as

retail shops which are one of the major places of distribution. Adding to this, there also are
web shops from which Samsung's own is the main one: these platforms allow potential
customers to identify which product they are interested in and get an overview of the devices'
capabilities before having the possibility to order it directly from the website. This convenient
method turns out to be very effective to increase sales since a recent study undertaken by com
Score and UPS has shown that 51% of shoppers nowadays make their purchases online.
Samsung also has a call center where purchasing a phone is also possible, this distribution
method is though getting less popular as online sales increase.
Product Mix:
Product Decisions Samsung's products in its marketing mix consist of Tablets,

mobile phones, televisions, cameras, refrigerators, air conditioners, washing machines,
microwaves and IT products. Samsung has the benefit that it is a trusted company, due to its
performance in the last few years. Also, Samsung is known for giving very fast service to its
customers for any of its products. Therefore, in Samsung's marketing mix, the product
portfolio is a strong point.
Price Mix:

Pricing Mix Because Of Samsung's presence in so many different product

categories, the company follows a variety of pricing strategies. The pricing strategies can be
divided to match the product that it is used for. One of these strategies is 'Skimming Price'.
With this strategy, Samsung brings a new product to the market, for example the Samsung
Galaxy s7 Edge, Samsung's flagship smartphone with innovative technology. At first,
Samsung uses Skimming prices for the product, wherein it tries to get a high value in the start,
before competitors catch up to the product. Once the product is outdated or a competitor has
released a similar product, prices immediately drop. Additionally, Samsung uses competitive
pricing for products other than smartphones, for example Televisions, refrigerators and other
home appliance products. Because Samsung is not as good as for example LG in home
appliances, Samsung needs to beat the competitor with competitive pricing.
Promotion Mix:
Promotional Mix In terms of promotion, Samsung makes strong use of

advertisements. Whether if it is online promotion, banners or via television; the company
creates ads in which their product centers the attention and sends a clear message to all
potential buyers. Furthermore, Samsung benefits from so called word-of-mouth promotion
which means that Samsung customers recommend their purchase to friends and family,
therefore raising interest for other people to invest in Samsung devices. Via Internet
communication, people all over the world can give feedback in a split second and trigger public
relations which also promote the brand. But public relations can also include fairs which
Samsung attends in order to introduce products or e.g. certain sponsorships Samsung gets
involved in so as to indirectly benefit from promotion.

Firstly distribution channels is defined as a “set of independent organizations involved in the

process of making a product or service available for use or consumption by the consumer or
industrial user” Kotler, Armstrong.
More over distribution channels come in 3 different forms:
1. Manufactures sell directly to consumers

2. Manufactures sell to retailers then retailers to consumers
3. Manufacture sell to wholesaler who sell to retailers who then sell to consumers

3.6 Pricing policy

Marketing Mix of Samsung analyses the brand/company which covers 4Ps (Product, Price,
Place, Promotion) and explains the Samsung marketing strategy. There are several marketing
strategies like product/service innovation, marketing investment, customer experience etc.
which have helped the brand grow.
Marketing strategy helps companies achieve business goals & objectives, and marketing mix
(4Ps) is the widely used framework to define the strategies. This article elaborates the product,
pricing, advertising & distribution strategies used by Samsung.
Let us start the Samsung Marketing Mix & Strategy:
A. Samsung Product Strategy:
The product strategy and mix in Samsung marketing strategy can be explained as follows:
Samsung invests a lot in research and development to deliver the best products to its customers.
Samsung offers a wide range of products in different product categories. The diverse offerings
come under the products of Samsung marketing mix. The products can be classified into five
categories and they are:
Mobile devices
Smartphones like Samsung Galaxy series, Tablets, Wearable, Other Phones, and Accessories
Samsung Home Appliances
Refrigerators, Washing Machines, Cooking appliances, Air conditioners, Vacuum cleaners
TV/AV
Samsung Television, Audio and Video, Accessories
Information Technology
Printer and Multifunction, Monitor
Memory/Storage
SSD, Portable SSD, Memory cards, USB Flash drives
B. Samsung Price/Pricing Strategy:
Below is the pricing strategy in Samsung marketing strategy:

Samsung is a market leader in smart phones and is a dominant player in market for home
appliances
It uses two pricing schemes which are:
Skimming Price
Samsung uses skimming price policy. For instance, when Samsung launches new products
with different variants of storage capacity, it prices the product higher. But when other
competitors launch a smartphone with identical features, Samsung lowers the price and easily
prevents the reduction of its market share due to the launch of the competitor.
Competitive Pricing
This pricing strategy is a part of Samsung marketing strategy. Samsung has not succeeded in
becoming the leader in other product categories. Samsung is a trustworthy brand, but in the
‘home appliances’ product-category, it hasn’t surpassed LG yet. To prevent the flanking
attacks from its competitors in the market it’s essential for Samsung to use competitive pricing.
Also, Samsung is a not a first mover in these product categories and thus it has to defend its
position in the market. All these help in understanding the pricing strategy in the Samsung
marketing mix
C. Samsung Place & Distribution Strategy:
Following is the distribution strategy of Samsung:
Samsung sells directly to the retailers and service dealers. And due to this strategy, only service
dealers are responsible for the corporate sales. Retailers dealing in technology generally have
to include Samsung in their offerings, because of the brand being world-famous. The
distribution is the strength for Samsung.Samsung also distributes its products using a single
distribution company in a particular location that further distributes the products to other
locations.
D. Samsung Promotion & Advertising Strategy:
The promotional and advertising strategy in the Samsung marketing strategy is as follows:
Promotion is a strong pillar in the marketing mix of the company. Samsung believes that
advertising the best form of promotion to engage potential consumers and position the brand.
Samsung promotes new products using newspapers and digital media. To take the advantage
of the huge number of followers of celebrities, the brand has invited many celebrities to be the
brand ambassadors and promote the product. Big placard, hoarding and posters are put up on
highways.

❖ PROMOTION MIX :
Samsung uses advertisements, social platforms and paid digital promotion to create
awareness among customer for new product launches. It also uses a wide range of offers and
schemes with trade partners to push their products through an offline channel.
Different methods used by Samsung:
• Samples - Samsung Mobiles invited prospective customers to try the product for free. It took
out dummy models of the phones, as well as mobile shops had a trial phone which a customer
could feel in his hand.
• London 2012 Olympic Games Samsung mobile launched a scheme, where a new customer
or an existing customer can connect their mobile with Optus mobile plan and stand a chance
to win the passes.
• Samsung 50$ cash back offer-Samsung Introduced an offer where one can send postcard and
win Samsung galaxy note, even it had some participate stores where one was entitled to get a
50 s cash back card on purchase of galaxy note.
• Accessories – Samsung galaxy tab gave away freebies L Bluetooth headset, leather case
diary, 32GB SD card to its customers.
• The corporation is expected to spend $14 billion on advertising and marketing in 2019, with
publicity appearing in TV and cinema ads, on billboards, and at sports and arts events.
Brand Ambassador: Aamir Khan
Providing free content like on the mobile by collaborating copyright owners of

Bollywood movies. For E.G. Ghajini, Aaj Kal
Promotional offers like free entry to the show of :10 ka dum'
Organizing contests like 'Samsung Mobile Karaoke Festival
Opening the Samsung Fun Club for better customer relationships.
Free online software updates, tutorials and customer service
Highlights the innovative features of its products through combination of innovative

advertising and branding.
Established many Samsung Mobile Stores to increase the visibility of the brand
❖ ADVERTISING MEDIA :

Types of Advertising Media
Selection of the perfect advertising media where the advertisements will be

presented is really important for the success of the marketing campaign. There are
several advertising mediums which can be categorized under five heads:
 Print Media
 Broadcast (Audio- visual) Media
 Outdoor Media
 Direct Mail
 Other
Each of the media has its own exclusive characteristic like the reach, shelf space,
interest, and niche targeting, etc. A marketer has to evaluate each and choose the
one with the greatest ROI
The Samsung Galaxy S advertisement – Punch line reads 'DESH SMART BAN
RAHA HAI, AAP KAB BANONGE & CHANGE TO SMART'. Samsung wanted
to convey the notion of you are Samsung Galaxy user than you are by default
smarter than the rest.
• Different advertisements have been used at different point of times highlighting

the features. There is an inbuilt program in the Samsung Galaxy mobiles that
shows the image of a cat and the cat repeats whatever one says. This humorous
feature is also depicted in an advertisement.
• Samsung tied up with popular footballer 'DAVID BECHKAM’ for the promotion
of the Samsung galaxy note and Samsung Galaxy.
• In India upcoming Bollywood actress Nargis Fakhri (heartthrob of millions) has

been used for the promotion of Samsung galaxy.


CHAPTER NO: 3
DEPARTMENTAL OVERVIEW
4 RESEARCH METHODOLOGY
4.6 Sample Size

Every business organization that comes into contact with the customer develops a
perception in the mind of the customer. Today, in this Competitive world every
organization needs to know the perception in the mind of the customers. In order
to gain mind share or heart share of customers along with the market share is the
main lookout for the organizations. Especially in consumer electronics sector,
where the Products are more or less same, the only way to leave positive impact
on customer’s mind and to gain competitive advantage is providing Best possible
services to the customers. After sales service should be an integral part of any
companies’ sales strategy. A good After Sales service can with its excellence help
you gain market share. Most customers will not make a repeat purchase or continue
with a company’s services in case of a bad experience.
Many companies underestimate the potential After Sales has for giving you a
competitive advantage. Customers expect a high-quality customer service,
especially as they focus on getting good value for their money and are willing to
spend more with those that deliver the best.
According to American Express Customer Service Barometer “buying decisions
of 89 percent of consumers are influenced by convenience and 90 per cent of them
attach importance to value-for-money propositions, almost 90% of consumers
make their purchases based on the quality of after sales customer service.”
The principal cause behind this project is to know that to what level customers are
enjoying and aware of Samsung products offered by the company and what further
improvement can be done in future in this area so as to get brand awareness.
❖ Objective:
 To have an overview of Samsung
 To know the reputation of Samsung product in the market
 How the consumer preference toward the brand Samsung
 The main objective how to increase the reputation of brand in the market
 To understand its competition in business
 How Samsung will create a good image in the market
 To understand the 4ps used by Samsung in business
 To study the attitude and behavior toward the Samsung company
 To calculate the satisfaction level among the customer toward the Samsung
 To compare post Samsung post sales services with other companies
 To provides suggestion for improving the Samsung post sales services

Descriptive method has been used in this research for the collection of data as the
research is related to the study of consumer behavior, which can more effectively
be studied through direct question, experimental research will not be much
effective. Also, considering the constraint, descriptive research is the most suitable
design for this research.
Qualitative research:
Qualitative research allows you to explore perceptions, attitudes and motivations

and to understand how they are formed. It provides depth of information which
can be used in its own right or to determine what attributes will subsequently be
measured in quantitative studies. Verbatim quotes are used in reports to illustrate
points and this brings the subject to life for the reader. However, it relies heavily
on the skills of the moderator, is inevitably subjective and samples are small.
Techniques include group discussions/workshop sessions, paired interviews,
individual in-depth interviews and mystery shopping (where the researcher plays
the role of a potential student, etc. in order to replicate the overall experience).
Quantitative research:
Quantitative research is descriptive and provides hard data on the numbers of

people exhibiting certain behaviors', attitudes, etc., it provides information in
breadth and allows you to sample large numbers of the population.
Descriptive research:
Descriptive research is used to obtain information concerning the current status of

the phenomena to describe "what exists" with respect to variables or conditions in
a situation. The methods involved range from the survey which describes the status
quo, the correlation study which investigates the relationship between variables, to
developmental studies which seek to determine changes over time.
Exploratory Research
It’s a primary study of unfamiliar problem about which a research has no

knowledge. E.g. Social media marketing helps in brand awareness

Casual Research
It is used by marketer to find caused and effect relationship between 2 variables in

this types of research the marketers tries to understand the effect of manipulating
independent variable on other depended. E.g. Jeans.
Analytical Research
It is primary concert with testing hypothesis and interpreting relationship by

analyzing the fact (or) information already available.

Customer is one for whom you satisfy a want or need in return for some of
payment. The payment may be money, may be time, or may be goodwill but there
is some form of payment. Satisfaction is the level of person felt state by comparing
products perceived in relation to the person's expectations. Satisfaction level is
function of the difference between perceived performance and expectations. If the
performance falls short of expectations, the customer is not satisfied. If the
performance matches the expectations the customer's are highly satisfied. If the
performance is beyond his expectations the customer is thrilled. Customer
satisfaction is customer's positive or negative feeling about the value that was
perceived as a result of using particular organization's offering in specific used
reaction to a series of use situation experience. According to peter F. Ducker, the
purpose of business is to create and then retain a satisfied customer. A society
supports business because they serve its member's by catering to their needs and
leave them satisfied. If the business dissatisfied its customer's and not only these
customers stop availing service, but society at large will condemn the firm and
may even penalize it to the point of its extinction.

The objective of after-sales service is to build a relationship of

mutual trust and knowledge with our customers in order to ensure their
continued satisfaction. By moving from a reactive strategy to a proactive strategy,
we improve customers' experience with our product or service.
 To know the after sales service perception of customers

 To ascertain the sat Satisfaction level & its influencers
 To measure the impact of the above analysis on future sales
 To study the whether satisfied with their

There are two types of collecting data

1. Primary data collection method
2. Secondary data collection method
1. Primary Data
Refers to the data that the investigator collects for the very first time. This type of
data has not been collected either by this or any other investigator before. A
primary data will provide the investigator with the most reliable first-hand
information about the respondents. The investigator would have a clear idea about
the terminologies uses, the statistical units employed, the research methodology
and the size of the sample. Primary data may either be internal or external to the
organization.
2. Secondary Data –
Refers to the data that the investigator collects from another source. Past
investigators or agents collect data required for their study. The investigator is the
first researcher or statistician to collect this data. Moreover, the investigator does
not have a clear idea about the intricacies of the data. There may be ambiguity in
terms of the sample size and sample technique. There may also be unreliability
with respect to the accuracy of the data.
❖ Methods of primary Data collection:
1. Survey methods:
Survey means ‘to look at in a comprehensive way’. There are numerous survey
research methods, including in-person and telephone interviews, mailed and online
questionnaires.
2. Person interviews
Getting information in person may be the most personal approach and most
effective way of gaining trust and cooperation from the respondent.
3. Mailed questionnaires
More people may be reached by paper surveys than any other method, although up
to date mailing lists may be difficult to come by and postage can be expensive.

4. Telephone interviews
Telephone interviews are less expensive than in-person interviews and may be
more or less expensive than mailings, depending on the numbers involved. Access
to some people is easier by telephone. However, not everyone has one.
5. Observation Method:
Observational research is defined as the method of viewing and recording the

actions and behaviors of participants. It is described as being a systematic
observation method, which implies that the observation techniques are sensible
and replicable procedures so that the research could be reproduced.
Observation carried out by the properly selected, trained, capable, and experienced
observer can provide an objective information. A lot depends upon ability of
observer. Various tools used for observing behavior may include camera, movie
camera, close-circuit camera, printed forms, etc.
 Lives v/s Record Observation:
 Direct v/s Indirect Observation
 Human v/s Mechanical Observation:
6. Experimental Method:
Under this method of data collection, a cause and effect (i.e., causal) relationship
is established. The independent variables are manipulated to measure the effects
of such manipulation on the dependent variables.
7. Panel Method:
Panel method is a hybrid method. All aforesaid methods are used to collect data
from the panel. Panel can be defined as: The fixed and relatively permanent
sample/group of respondents to obtain information continuously or intermittently
(periodical) basis. In case of panel method, data are collected only from panels of
response groups or respondents.
Panel is relatively fixed and permanent sample of respondents. However, changes

in terms of size, type, and location are made to suits the company’s requirements.
 Consumer Panel:
 Dealer Panel
 Supplier Panel:
❖ Sources of secondary Data collection:

 Financial data
 Sales data
 Transport data
 Government statistical data
 Trade association
 Commercial services
 National and international Institution

4.6 Sample Size
Sampling method refers to the rules and procedures by which some elements of
the population are included in the sample. Some common sampling methods are
simple random sampling, stratified sampling, and cluster sampling. Estimator. The
estimation process for calculating sample statistics is called the estimator.
The details of the selected samples for the survey are as under:
✓ City chosen for Sample Survey: - Rajkot
✓ Sample size: - 50 Samples
✓ Area selected:-
 Kalawad road,
 Raiya road,
 Sadhuvasavani road,
 University road,
 Dhebar road,
 Palace road,
 Dr. Yagnik road

QUESTION NO: 1
How many years you are using a cell phone of Samsung Company?
1 to 3 years
4 to 6 years
7 to 9 years
Option No. of Responses Response in %

1 to 3 years 28/50 28%
4 to 6 years 15/50 30%
7 to 9 years 7/50 14%
Using phone of samsung company
1 to 3 Years 4 to 6 years 7 to 9 years
 Interpretation:
Out of 50 responses, 28 respondent have use of Samsung mobile from 1 to 3
years & 15 respondent have use of Samsung mobile from 4 to 6 years, while 7
respondent have use of Samsung mobile from 7 to 9.

QUESTION NO: 2
How easy was it to contact our service Department?
Very Easy
Easy
Difficult
Very Difficult

Very Easy 4/50 8%
Easy 32/50 64%
Difficult 12/50 24%
Very Difficult 2/50 4%
Contact our service department
Very Easy Easy Difficult Very Difficult
 Interpretation:
Out of 50 responses, 32 responses said contacting to service department was easy
& 4 responses were for very easy,12 said it was difficult while 2 out of 50 found
it very difficult.

QUESTION NO: 3
How helpful where our service advisor in dealing with your inquiry?
Very Helpful
Helpful
Unhelpful
Very unhelpful

Very Helpful 8/50 16%
Helpful 27/50 54%
Unhelpful 12/50 24%
Very unhelpful 3/50 6%
Dealing with your inquiry
 Interpretation:
Out of 50 responses, 27 responded that injury with service advisor was helpful &
12 responded for very unhelpful, 8 said it was very helpful while 3 out of 50 found
it very unhelpful.

QUESTION NO: 4
How would you rate the availability of an appointment?
Excellent
Good
Poor
Very poor

Excellent 12/50 24%
Good 28/50 56%
Poor 8/50 16%
Very poor 2/50 4%
Availibilty of appointment
Very Poor
Poor Excellent
Good
 Interpretation:
Out of 50 responses, 28 respondent voted that availability of appointment was
good & 12 respondent for excellent, 8 said it was poor while 2 out of 50 found it
very poor.

QUESTION NO: 5
How easy was to find our service center?
Very Easy
Easy
Difficult
Very Difficult

Very Easy 26/50 52%
Easy 12/50 24%
Difficult 4/50 8%
Very Difficult 2/50 4%
Dealing with your inquiry
 Interpretation:
Out of 50 responses, 26 respondent voted that finding service centre was very easy
& 12 respondent for easy, 4 said it was difficult while 2 out of 50 found it very
difficult.

QUESTION NO: 6
Staff behavior a resolving your problem?
Excellent
Good
Poor
Very poor

Excellent 15/50 30%
Good 24/50 48%
Poor 7/50 14%
Very poor 4/50 8%
Resolving of problem
Very poor
Poor Excellent
Good
 Interpretation:
Out of 50 responses, 24 respondent voted that behavior for resolving problem was
good & 15 respondent voted as excellent, 8 said it was poor while 4 out of 50 found
it very poor.

QUESTION NO: 7
Give your rate about time commitment in service?
5
4
3
2
1

5 6/50 12%
4 10/50 20%
3 18/50 36%
2 12/50 24%
1 4/50 8%
Time commitment in service
5 4 3 4 5
 Interpretation:
Out of 50 responses, 18 respondent rated about time commitment as 3 & 12
respondent rated as 2, 10 rated as 4, 6 rated as 5 while 4 out of 50 rated as 1.

QUESTION NO: 8
How would you rate the service advisor’s explanation of the work complete
and the invoice?
Excellent
Good
Poor
Very poor

Excellent 21/50 42%
Good 16/50 32%
Poor 9/50 18%
Very poor 4/50 8%
Service advisor's explanation of the work

Very poor
Poor
Excellent
Good
 Interpretation:
Out of 50 responses, 21 respondent rated service advisors explanation of work
complete and invoice as excellent & 16 respondent rated as good, 9 rated as poor
while 4 out of 50 rated as very poor.

QUESTION NO: 9
Are you satisfied with after sales service?
Highly Satisfied
Satisfied
Dis satisfied
Highly Dissatisfied

Highly Satisfied 14/50 28%
Satisfied 26/50 52%
Dis satisfied 7/50 14%
Highly Dissatisfied 3/50 6%
Chart Title
Highly Satisfied Satisfied Dissatisfied Hight Dissatisfied
 Interpretation:
Out of 50 responses, 26 respondent are satisfied with after sales service & 14
respondent are highly satisfied, 7 of them are dissatisfied while 3 out of 50 found
it highly dissatisfied.

QUESTION NO: 10
How Satisfied you with the work completed and time taken?
Yes
No

Yes 37/50 74%
No 13/50 26%
work on given time
26%
74%
Yes No
 Interpretation:
Out of 50 responses, 37 respondent are satisfied with work complete and time
taken & 13 respondent not satisfied.

QUESTION NO: 11
Would you recommend service center to friend, family & colleague?
Yes
No

Yes 37/50 74%
No 13/50 26%
work on given time
26%
74%
Yes No
 Interpretation:
Out of 50 responses, 37 respondent will recommend service centre to friend, family
& colleague & 13 respondent will not recommend.

QUESTION NO: 12
Give your rate about Solution of problem?
5
4
3
2
1

5 6/50 12%
4 10/50 20%
3 18/50 36%
2 12/50 24%
1 4/50 8%
5 4 3 4 5
 Interpretation:
Out of 50 responses, 18 respondent rated that solution of problem was 3 out of 5
& 12 respondent rated as 2 ,10 rated as 4 ,6 rated as 5 while 4 out of 50 rated as 1.

QUESTION NO: 13
Overall rating of quality of service center?
5
4
3
2
1

5 6/50 12%
4 10/50 20%
3 18/50 36%
2 12/50 24%
1 4/50 8%
1.8
1.2
1
0.6
0.4
5 4 3 4 5
 Interpretation:
Out of 50 responses, 18 respondent rated quality of service centre as 3 out of 5
& 12 respondent rated as 2 ,10 rated as 4 ,6 rated as 5 while 4 out of 50 rated as
1.

On the basis of survey, based on 50 respondents of customer there are various

findings given below.
As per the responses of the customers we came to know that 58% of people use
Samsung phone, and 80% of people are satisfied with products and after sales
service, and 72% of people fine contacting with the service department convenient.
Therefore on my personal opinion after analyzing the responses of customer i

would like to rate the company 4 out of 5. (where 1 is lowest and 5 is highest).

The considerable limitations while conducting following project were:-
1) Privacy policy of company
Rule of the company lays down that information of customer cannot be shared
with anyone because of which we could not find perfect responses of customer.
2) Current situation:
Due to pandemic caused by covid19 we were unable to contact the service

department.
3) Family restrictions:
Family restriction is also a limitation as parents are tensed about health and
safety of students therefore we were unable to gather all information.
4) Entrance exams:
Entrance exam preparation need a considerable amount of time and practice

that’s the reason why we had to cut down on time for project.
5) Unsatisfied customer response:
There was unsatisfactory response of customer due to which data collected and
not 100% accurate.

The study is limited to the customer of Rajkot. The customer includes customers
who lived in the Rajkot.
This study will help us to understand customers, preference and their needs
expected from the business owners. This study will not only help me as a student
but it also assists Samsung Company to improve their service standard.
If I get chance for future study of these project I would work upon following
points:
1. Size of sample
Working of sample size would give accurate responses about the product. This
responses would indicate the efficiency and how much the product captures its
market share.
2. New cities sample
New city samples would give percentage change in responses between 2 cities by
which we can understand the quality of service in both cities and mindset of people.
3. Industry study:
When in future the covid condition comes to normal industry study is possible.
Studding industry would give information about how company is performing
considering current industry standard. The amount of environmental waste
company produces and steps taken to improve the same.

QUESTIONARRIE
Dear sir/ma’am, A survey being conducted by Hasmukh Hindocha
from Harivandana College, Rajkot. I pursuing my 6th Semester of B.B.A. Please
Co-operate by filling the questionnaire for a study on the “After sales service of
Samsung Company.” All the information provided by you will be kept as a
confidential by me.
PLEASE ENTER YOUR DETAILS BELOW.
1. What’s your good name?

__________________________
2. Contact number:
___________________________
3. Age: _____
4. Residential City: ____________
QUESTION NO: 1
How many years you are using a cell phone of Samsung Company?
1 to 3 years
4 to 6 years
7 to 9 years
QUESTION NO: 2
How easy was it to contact our service Department?
Very Easy
Easy
Difficult

Very Difficult
QUESTION NO: 3
How would you rate the availability of an appointment?
Very Easy
Easy
Difficult
Very Difficult
QUESTION NO: 4
How easy was to find our service center?
Excellent
Good
Poor
Very poor
QUESTION NO: 5
Staff behavior a resolving your problem?
Very Easy
Easy
Difficult
Very Difficult
QUESTION NO: 6
Give your rate about time commitment in service?
Excellent
Good
Poor
Very poor

QUESTION NO: 7
How would you rate the service advisor’s explanation of the work complete
and the invoice?
5
4
3
2
1
QUESTION NO: 8
Are you satisfied after sales service?
Excellent
Good
Poor
Very poor
QUESTION NO: 9
How Satisfied you with the work completed and time taken?
Highly Satisfied
Satisfied
Dis satisfied
Highly Dissatisfied
QUESTION NO: 10
Would you recommend service center to friend, family & colleague?
Yes
No

QUESTION NO: 11
Give your rate about Solution of problem?
5
4
3
2
1
QUESTION NO: 12
Overall rating of quality of service center?
5
4
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Demo Project Samsung

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B.B.A. SEM.

– 6, PRECTICAL STUDIES HARIVANDANA COLLEGE

AFER SALES SERVICE RESEARCH PROJECT

PROJECT GUIDE BY: YASINSIR VIKYANI PREPAIRED BY: HASMUKH V. HINDOCHA

I Hasmukh Vinodbhai Hindocha a student of Harivandana

The Research has been undergone at “SAMSUNG

This report has not been previously submitted by any other

PLACE ::- ___________

PROJECT GUIDE BY: YASINSIR VIKYANI PREPAIRED BY: HASMUKH V. HINDOCHA

As per syllabus of T.Y. B.B.A. according to Saurashtra University

PROJECT GUIDE BY: YASINSIR VIKYANI PREPAIRED BY: HASMUKH V. HINDOCHA

I would like to also thankful the company’s directors and employees

PROJECT GUIDE BY: YASINSIR VIKYANI PREPAIRED BY: HASMUKH V. HINDOCHA

HARIVANDANA COLLEGE (MANAGEMENT DEPARTMENT)

1.1 History of Industry

PROJECT GUIDE BY: YASINSIR VIKYANI PREPAIRED BY: HASMUKH V. HINDOCHA

1.1 History of Telecom Industry

Telecommunication is defined as the science and technology of

PROJECT GUIDE BY: YASINSIR VIKYANI PREPAIRED BY: HASMUKH V. HINDOCHA

 Prehistoric Era: Fires, beacons, smoke signals, communication drums, horns:

PROJECT GUIDE BY: YASINSIR VIKYANI PREPAIRED BY: HASMUKH V. HINDOCHA

1.2 Growth and Development of Telecom industry

1. The world first telephone was invented after 45 years developed.

Alexander Graham Bell is the

2. Telephones first designed with number.

PROJECT GUIDE BY: YASINSIR VIKYANI PREPAIRED BY: HASMUKH V. HINDOCHA

3. The first automatic dial telephone was patent.

4. The beginning of cell phone technology.

PROJECT GUIDE BY: YASINSIR VIKYANI PREPAIRED BY: HASMUKH V. HINDOCHA

5. The first pushbutton telephone was invented.

6. The world’s first international communication satellite.

The world's first international

PROJECT GUIDE BY: YASINSIR VIKYANI PREPAIRED BY: HASMUKH V. HINDOCHA

7. The electronic telephone

No date exactly. Touch

8. The first cell phone call

PROJECT GUIDE BY: YASINSIR VIKYANI PREPAIRED BY: HASMUKH V. HINDOCHA

9. Cellular phone began to nationwide usage.

10. Hi- tech cellphone released.

PROJECT GUIDE BY: YASINSIR VIKYANI PREPAIRED BY: HASMUKH V. HINDOCHA

1.3 Challenges Faced by Telecom industry

 Demand for Traditional Services Is Decreasing

 More Regulatory Scrutiny

1.4 Recent Trends of Industry

Recently, there are many changes in the telecommunication industry

Artificial Intelligence/Machine Learning (AI/ML)

5G stands for 5th generation — the most recent iteration of broadband

AI in the telecom industry encompasses a myriad of focus areas. Customer

PROJECT GUIDE BY: YASINSIR VIKYANI PREPAIRED BY: HASMUKH V. HINDOCHA

Predictive analytics is one of the most promising capabilities of AI

Additionally, AI-based chat-bots and virtual assistants will transform the

Much like ecosystems function in nature, industrial ecosystems are a

The introduction of IoT networks, backed with 5G capabilities, will make

The telecommunications industry is a vital center for cutting-edge

NetFortris provides flexible, scalable, cloud-based voice and data

NetFortris also serves its customers with carrier-grade networks, business

PROJECT GUIDE BY: YASINSIR VIKYANI PREPAIRED BY: HASMUKH V. HINDOCHA

2.1 History of Company

SAMSUNG ELECTRONICS COMPANY LTD.

PROJECT GUIDE BY: YASINSIR VIKYANI PREPAIRED BY: HASMUKH V. HINDOCHA

2.1 History of Samsung Company

Samsung is South Korean company that is one of the world’s largest

Samsung was founded as a grocery trading store on March 1, 1938,