RayatShikshanSansthas

K.B.P
Vashi, Navi Mumbai

RESEARCH REPORT
OF
MARKET POSITIONING OF SAMSUNG

Submitted To:
Archana Salunkhe
BACHELOR OF MANAGEMENT STUDIES

Session -2014-15
Submitted By:
16070 Prajakt purav Class: SY BMS
DIV: B



Sr.No
Topic Pg.NO
Chap 1
1.1
1.2
1.3
1.4
Introduction to study
Introduction
Objective of study
Scope/imp of study
Research study
1.4.1 type of reschers
1.4.2 sampling
1.4.3 sample size
1.4.4 method

2 Methodology and Research and Development

3 1. Company Profile 14-18
o Origin
o Growth and Development
o Present Strategy
Future Strategy

4 2. Promotion Strategy for Nokia Mobile 19-21
o Promotion Plan
o Types of Promotion


5 Data Analysis & Data Presentation

6 Recommendations

7 Result and Observation (Conclusion)

8 Questionnaire

9 Bibliography




Introduction of Study .
This report takes a look in consumer preference about the
different branded mobiles . This report includes the preference ,
expectations , likes and dislikes about the preffered brand . To
study the consumers personal views regarding the branded
mobiles like Samsung .
Samsung has long beena major manufacturer of electronics
components such as Mobiles , Tablets , Notes , Lithium-ion
batteries for consumers . The companys offerings include home
appliances such as TVs, monitors, printers, refrigerators, and
washing machines as well as key mobile telecommunications
products like smartphones and tablets. Samsung also continues
to be a trusted provider of key electronic components like DRAM
and non-memory semiconductors.




Objectives of the study :-

A good research design must focus its attention on research
objectives . Such objectives need to be clear to the researcher .
The whole research process is for achieving the research
objectives . The research objectives are based on the type of
research .
The objectives of this particular research study are :-

1. To study the personal views of the VASHI peoples regarding
various branded mobiles .
2. To know the expectations of the peoples regarding various
mobiles .
3. Comparison between various branded mobiles .
4. To find out the factors influencing people while purchasing
branded mobiles . Price , use in daily life , Quality , Durability .

Importance / Scope of sutdy :-

The research study is important to find out the consumer
preference regarding the particular product . In this project the
research study is important to know the consumer preference ,
personal views and expectations about the various mobiles . Its
important to take change in products , price , quality , durability
according to the consumers expectations .






Research Methodology :-

1 . Type of research .
It refers to a system of mobiles , procedures and techniques to
find the result of a research problem . there is no one universally
accepted model or technique that is used to collect
information and data . As a matter of fact , there are different
research techniques which are used to collect data.
2. Exploratory research .
Its undertaking when not much is known about the problem . In
this research data is collected through observation and interviews
. Exploratory research is also undertaken when some factors are
known but more information is needed to prepare on acceptable
theoretical model . This type of research is conducted because a
problem has not been clearly defined .

2. Sampling Methods .
A . Probability sampling method .
B . Nonprobability sampling method .

Sampling methods includes probability sampling method and non-
probability sampling method. In probability sampling method, the
sample units are selected at random . Every member in universe
has equal chance of being selected as he representative. This
methods are time consuming and also costly for use . In non-
probabilty sampling , sample units are selected in a non random
manner , selection may be based on judgments of the researcher
.

Simple random sampling
it is one popular extensively used sampling methods. It is probably sampling technique. Hear
each and every unit of the population has a equal chance of being selected or included in the
sample
3) sample size
These refer to no of items to b selected form the universe to
constitute a sample.size of the sample should be appropriate.it
should not be too small or too large


. Method of Data :-
Data is of two types which are as following :

1 . Primary Data :
Primary data constitute first hand information which is collected
for the first time in order to solve research problem . Such sata
are not collected earlier by anybody for any other purpose .



2 . Secondary Data :
Secondary data is next to primary data . This data is already
collected amd complied for the other purpose by someone other
than the researcher himself

Sources of secondary data :

A . Internal sources :
Provided by the organizations like past research reports , files ,
documents .
B . External sources :
Trade journals , reports and publications , company reports and
directories etc .



Questionnaire Method of data collecting :
Questionnaire is the most common research tool used for data
collection under field investigation . Its a well planned list of
questions prepared by researcher for the information and
reference of interviewer . He has to ask questions to respondent
as per questionnaire and note the answers supplied by the
respondents .This questions can be either open-ended or close.
Questionnaire is used when data is collected through personal
interviewer or through telephone survey or mail








Research designee and Layouts
Sampling methods: simple random sampling
Type of research: exploratory
Sample units working people in vashi area
Sample size 80
Methods of data collections
Primary data: questionnaire
Secondary data: internet







Company profile
like other electronic companies Samsung origins were not involving electronics but
other products.
In 1938 the Samsung's founder Byung-Chull Lee set up a trade export company in
Korea, selling fish, vegetables, and fruit to China. Within a decade Samusng had
flour mills and confectionary machines and became a co-operation in 1951.
Humble beginnings.
From 1958 onwards Samsung began to expand into other industries such as
financial, media, chemicals and ship building throughout the 1970's. In 1969,
Samsung Electronics was established producing what Samsung is most famous for,
Televisions, Mobile Phones (throughout 90's), Radio's, Computer components and
other electronics devices.
1987 founder and chairman, Byung-Chull Lee passed away and Kun-Hee Lee took
over as chairman. In the 1990's Samsung began to expand globally building
factories in the US, Britain, Germany, Thailand, Mexico, Spain and China until
1997.
In 1997 nearly all Korean businesses shrunk in size and Samsung was no
exception. They sold businesses to relieve debt and cut employees down lowering
personnel by 50,000. But thanks to the electronic industry they managed to curb
this and continue to grow.
The history of Samsung and mobile phones stretches back to over 10 years. In
1993 Samsung developed the 'lightest' mobile phone of its era. The SCH-800 and it
was available on CDMA networks.
Then they developed smart phones and a phone combined mp3 player towards the
end of the 20th century. To this date Samsung are dedicated to the 3G industry.
Making video,camera phones at a speed to keep up with consumer demand.
Samsung has made steady growth in the mobile industry and are currently second
but competitor Nokia is ahead with more than 100% increase in shares.

History
Unlike other electronic companies Samsung origins were not involving electronics but other
products.
In 1938 the Samsung's founder Byung-Chull Lee set up a trade export company in Korea, selling
fish, vegetables, and fruit to China. Within a decade Samusng had flour mills and confectionary
machines and became a co-operation in 1951. Humble beginnings.
From 1958 onwards Samsung began to expand into other industries such as financial, media,
chemicals and ship building throughout the 1970's. In 1969, Samsung Electronics was
established producing what Samsung is most famous for, Televisions, Mobile Phones
(throughout 90's), Radio's, Computer components and other electronics devices.
1987 founder and chairman, Byung-Chull Lee passed away and Kun-Hee Lee took over as
chairman. In the 1990's Samsung began to expand globally building factories in the US, Britain,
Germany, Thailand, Mexico, Spain and China until 1997.
In 1997 nearly all Korean businesses shrunk in size and Samsung was no exception. They sold
businesses to relieve debt and cut employees down lowering personnel by 50,000. But thanks to
the electronic industry they managed to curb this and continue to grow.
The history of Samsung and mobile phones stretches back to over 10 years. In 1993 Samsung
developed the 'lightest' mobile phone of its era. The SCH-800 and it was available on CDMA
networks.
Then they developed smart phones and a phone combined mp3 player towards the end of the
20th century. To this date Samsung are dedicated to the 3G industry. Making video,camera
phones at a speed to keep up with consumer demand. Samsung has made steady growth in the
mobile industry and are currently second but competitor Nokia is ahead with more than 100%
increase in shares.

Growth And Development

For four consecutive years, from 2000 to 2003, Samsung posted net
earnings higher than five-percent; this was at a time when 16 out of the
30 top South Korean companies ceased operating in the wake of the
unprecedented crisis.
In 2005, Samsung Electronics surpassed Japanese rival, Sony, for the
first time to become the world's twentieth-largest and most popular
consumer brand, as measured by Interbrand.
In 2007, Samsung Electronics became the world's second-largest
mobile-phone maker, overtaking Motorola for the first time.
[25]
In 2009,
Samsung achieved total revenues of US$117.4 billion, overtaking
Hewlett-Packard to become the world's largest technology company
measured by sales.
In 2009 and 2010, the US and EU fined the company, together with
eight other memory chip makers, for its part in a price-fixing scheme
that occurred between 1999 and 2002. Other companies fined included
Infineon Technologies, Elpida Memory and Micron Technology. In
December 2010, the EU granted immunity to Samsung Electronics for
acting as an informant during the investigation (LG Display, AU
Optronics, Chimei InnoLux, Chunghwa Picture Tubes and HannStar
Display were implicated as result of the company's intelligence).
Despite consistent growth, Samsung, along with its chairman Lee Kun-
hee, has developed a reputation for insecurity regarding its financial
stability and the potential for future crises to arise. After returning from
a temporary retirement period in March 2010, Kun-hee stated that
"Samsung Electronics' future is not guaranteed because most of our
flagship products will be obsolete in 10 years from now.
Samsung has 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 $400 billion in annual revenues within ten
years. In order to cement its leadership in the areas of memory chip and
television production, the company has invested aggressively in research
and development. The company has 24 research-and-development
centers around the world.
In April 2011, Samsung Electronics sold its HDD commercial
operations to Seagate Technology for approximately US$1.4 billion. The
payment was composed of 45.2 million Seagate shares (9.6 percent of
shares), worth US$687.5 million, and a cash sum for the remainder.
[35]

In the first quarter of 2012, the company became the highest-selling
mobile phone company when it overtook Nokia, selling 93.5 million
units compared to Nokia's 82.7 million units. Samsung also became the
largest smartphone vendor as a result of strong sales of its Galaxy SII
and Galaxy Note devices.
In May 2013, Samsung announced that it had finally managed to test
speed-enhanced fifth generation (5G) technology successfully.
In April 2013, Samsung Electronics' new entry into its Galaxy S series
smartphone range, the Galaxy S4 was made available for retail. Released
as the upgrade of the best-selling Galaxy S III, the S4 was sold in some
international markets with the companys Exynos processor.
In July 2013, Samsung Electronics forecasted weaker than expected
profits for its April to June quarter. While analysts expected around 10.1
trillion won, Samsung Electronics estimated an operating profit of 9.5
trillion (US$8.3 billion).
[38]
During the same month, Samsung acquired
the media streaming device manufacturer Boxee for a reported $30
million.
On August 5, 2013, invitations were received for the "Samsung
Unpacked 2013 Episode 2" event on September 4, 2013 in Berlin,
Germany during the annual IFA conference. While the invitation does
not present any details of the event, industry figures stated that the
launch of the Galaxy Note III device is expected, as Samsung used the
2012 IFA conference to launch the Galaxy Note II.
Samsungs mobile business chief Shin Jong-kyun stated to the Korea
Times on September 11, 2013 that Samsung Electronics will further
develop its presence in China to strengthen its market position in relation
to Apple. The Samsung executive also confirmed that a 64-bit
smartphone handset will be released to match the ARM-based A7
processor of Apple's iPhone 5s model that was released in September
2013.
[41]

Due to smartphone salesespecially sales of lower-priced handsets in
markets such as India and ChinaSamsung achieved record earnings in
the third quarter of 2013. The operating profit for this period rose to
about 10.1 trillion won (US$9.4 billion), a figure that was boosted by
memory chip sales to customers such as Apple, Inc.
On October 14, 2013, Samsung Electronics offers an apology for using
refurbished components from cheaper desktop computers to fix higher-
end products on the heels of growing criticism of the tech giant's
unethical business practices as exposed Sunday by MBC TVs current
affairs magazine 2580.


Samsung Business Strategy

Samsungs marketplace strategy, on the other hand, is to flood the
market with a myriad of products in a short period of time. Samsung
appeals to more markets by providing a plethora of gadgets such as cell
phones, smartphones, tablets, etc. to both low and high-end markets
meaning at least one of their products will, presumably, appeal to a
person. Samsung has done well in the low-end market, but has only
recently begun increasing its presence in the smartphone market and has
enjoyed a good amount of success thus far as a result. For example, in
the past year has seen Samsung gain a lot of share in the smartphone
market. Its market share has doubled to more than 36% in Q2 2011 from
about 18% during the same period last year. Samsungs rapid market
share increase in the smartphone marketplace can be partially attributed
to Samsungs large amount of different devices as compared to Apple
and other competitors
3
along with, Its huge lead over Apple in the
second quarter of 2012, when it sold nearly twice as many smartphones
as Apple, was partly driven by the success of the Galaxy S III which
sold more than 10 million units in under two months. The successful
launch and subsequent consumer reaction to the Galaxy S III, i.e.
Samsungs answer to the iPhone, was another reason for such a large
growth in their market share. Lastly, Samsung is not only the biggest
adopter of Googles Android software, but they also have smartphones
running the Windows Phone OS as well. While Apple is narrowed to its
own iOS, Samsung is not held by these same boundaries; Samsungs
flood the market strategy works so well because they are able to not only
diversify their hardware, but the software


FUTURE STRATEGIES
Samsung may well be the most competitive player,
but Apple is the most profitable player because
Apple is the king of the premium segment of the
market. Average selling price of iPhone is much
higher than its competitors, and it yields very high
margins for Apple.
Despite all the efforts like, lower prices, aggressive
marketing, innovations, etc. Samsung so far has not
been able to challenge Apple's dominance in the
premium segment. Samsung reported a muted
growth in the sales of its premium handsets for the
last reported quarter, whereas Apple reported an 8%
sequential rise in the iPhone shipments during the
same period.


PROMOTION STRATEGIES FOLLOWED BY SAMSUNG

PROMOTION:
Promotion is an element in an organization Marketing Mix that serves to Inform,
persuade and/or remind people about an organization's or individual's goods,
service, Image, ideas, community, involvement or impact on society. Promotion is
used in hopes of influencing the recipient's feeling beliefs, or behaviour, through
any form of communication.

Promotion Plans:
Promotion for Dealers:
o Whole Seller: Promotion by samsung to whole seller have given the credit
facility and discount in bulk purchase.
o Retailer: Commission and after sales service give to the retailer to promote
their product.

PROMOTION OF CUSTOMERS
Nokia has given to the different product to the different customer using different
techniques of promotion like product differentiation





TYPES OF PROMOTION FOLLOWED BY
SAMSUNG

1. Advertising
2. Personal Selling
3. Sales Promotion
4. Publicity
5. Public Relations
6. Word of Mouth
7. Direct Mail







Data analysis and interpretations of data
Q1) which brand do you prefer ?
Options No of responses In per%
Samsung 33 36.66%
LG 25 27.77%
Nokia 20 22.22%
others 12 13.33%



0
5
10
15
20
25
30
35
samsung LG nokia others
Series 1
Series 1
Q2)which brand do u give second preference
Options No of responses n per%
Samsung 24 26.66%
Lg 26 28.88%
Nokia 35 38.88%
others 15 16.665










0
5
10
15
20
25
30
35
samsung LG Nokia others
Series 1
Series 1

Q3) hav you buy any Samsung phone
Yes 78
no 12






0
10
20
30
40
50
60
70
80
90
YES
NO
Q.4 what are the qualities you look for in a Mobile Phone?








20%
30%
10%
20%
20%
Percentage in flavour
Style
Design
Brand
Price
Technology



Q5. Which is the most popular market capturer according to you?







50%
26%
10%
14%
Percentage in views
Samsung
LG
Nokia
Others
Q6. For how long you are using your handset?











45%
18%
37%
Percentage in Views
Less than 6
months
More than 6
months but less
than 1 year
More than 1 year

RECOMMENDATIONS

1. More attention and concern should be given to the highest selling outlets of
SAMSUNG and the chain should reach to the consumer as well.
2. Company should invest money on advertising through media, Internet and personal
selling to promote the products, to increase awareness in the market.
3. Holdings on outlets and publication in the prominent magazines help in increasing its
awareness among the consumer to evoke the demand of their brand.
4. Policy of replacing problem arising sets should be done timely and the retailer should
be accommodated immediately.
5. Allurement and discount schemes should be given to the highest selling outlets of
SAMSUNG and the chain should reach to the consumer as well.
6. More glow sign and broad should be installed.
7. Contests sweep stakes and games should be arranged on regular basis for the
consumer involving incentives and prizes.
8. The sales executive should go to each outlet of their route once in a week and try to
cover outlet that are in a distributor network.
9. The net and free sample scheme should be the same for net every retailers by the
company.


CONCLUSION
As per the research work done by us, we conclude that Cell phone industry is growing with a
very great pace and has a very remarkable prospect in future. SAMSUNG is leading player
in the cellular industry and is very much ahead from its competitors like LG, NOKI
OTHERS , who are still trying to compete with it. In any markets there are market leaders
and followers, and in most cases market leaders lose market share to followers, for many
reasons such as pricing, availability, "user-friendliness", relevance to the target audience etc.
It's inevitable. Can SAMSUNG be beaten? On one hand, it is up to SAMSUNG marketing
department, and its agencies. So far the brand has established itself well in many markets,
and consumers have identified with what the brand has to offer. But that does not mean they
cannot lose the brand battle. To remain at the front of the pack, one must constantly be
innovative, the minute you lose that edge competitors will definitely overtake. On the other
hand it also depends on the competitors. How far are they willing to stretch? Are they willing
to take SAMSUNG head-on? How? What will the outcome be? For the same reason that
SAMSUNG has managed to gain market share and be ranked number 6 in the Global Brand
Scoreboard, certainly someone else can,t do the same


Questionnaire

Name:
Age:
Address:
Contact No....

1. Do you have Mobile Phone?
Yes
No

2. Which brand you prefer?
Nokia
Samsung
LG
Others

3. Have you satisfied with the function of preferred laptops?
Yes
No

4. Are you satisfied with price range of preferred product ?
Yes
No




5. What is the reason behind your preference for the above particular Handset?

Price
Quality
Technology
Design
Style

6. Which is the most popular market capturer according to you?
Nokia
Samsung
LG
Others

7. What is the reason behind your preference for the above market capturer ?
Advertising
Quality Assurance
Price affordability
Resale value
Warranty period

8. Do you want any change in preferred brand ?
Yes
No


BIBLIOGRAPHY
WEBSITES :-
www.google.com
wwwsamsung.com
www.comparetheproduct.com