PRESENTED BY:

SRISHTI GUPTA
SHAWETA GOYAL
HARSIMRAN KAUR
EKTA JARANGAL
 TABLE OF CONTENTS

• INTRODUCTION
• HISTORY
• SAMSUNG IN INDIA
• PRODUCT STRATEGY
• PRODUCTS AND THEIR MARKET SHARE
• PRICE
• SAMSUNG’S FORCE ANALYSIS
• CONCLUSION
 INTRODUCTION

• THE MEANING OF WORD SAMSUNG IS TRISTAR OR THREE STARS

• THE WORD THREE REPRESENTS SOMETHING “BIG, NUMEROUS
AND POWERFUL”
• SAMSUNG WAS FOUNDED BY LEE BYUNG –CHULL IN 1938 AS
TRADING COMPANY
• SOUTH KOREAN COMPANY
• LARGEST INFORMATION TECHNOLOGY COMPANY MEASURED
BY 2012 REVENUES, AND 4TH IN MARKET VALUE
 CONTD…..

• ASSEMBLY PLANTS AND SALES NETWORKS IN 61

COUNTRIES
• IN THE FIRST QUARTER OF 2012, SAMSUNG ELECTRONICS
BECAME THE WORLD’S LARGEST MOBILE PHONE MAKER
BY UNIT SALES, OVERTAKING NOKIA, WHICH HAD BEEN
THE MARKET LEADER SINCE 1998
• IN THE THIRD QUARTER OF 2012, IT SOLD 98 MILLION
PHONES, OF WHICH 55MILLION WERE SMARTPHONES
 HISTORY OF SAMSUNG
• SAMSUNG ELECTRONICS WAS FOUNDED IN 1969 IN SUWON, SOUTH
KOREA AS SAMSUNG ELECTRIC INDUSTRIES, ORIGINALLY
MANUFACTURING ELECTRONIC APPLIANCES SUCH AS TVS,
CALCULATORS, REFRIGERATORS, AIR CONDITIONERS AND WASHERS.
• BY 1981, THE COMPANY HAD MANUFACTURED OVER 10 MILLION BLACK
AND WHITE TVS.
• IN 1988, IT MERGED WITH SAMSUNG SEMICONDUCTOR &
COMMUNICATIONS.
• SAMSUNG ELECTRONICS IS THE GLOBAL MARKET LEADER IN MORE THAN
60 PRODUCTS.
LEE KUN-HEE (CHAIRMAN & CEO)
SAMSUNG LOGO
 SAMSUNG IN INDIA
• SAMSUNG ELECTRONICS COMMENCED
ITS OPERATIONS IN
INDIA IN DECEMBER 1995
• TWO R&D CENTERS IN INDIA-DELHI &
BANGALORE
• IN MARCH 2016 ACHIEVED A SALES
TURNOVER OF $7 BILLION
• MARKET LEADER IN LED TVS, LCD TVS,
SLIM TVS
• INDIA’S LARGEST MOBILE HANDSET
BRAND
• LEADING IN SMART PHONE SEGMENT IN
INDIA
PRODUCTS
 SMARTPHONES

• SAMSUNG DEVELOPED ITS FIRST LIGHTED MOBILE IN THE

YEAR 1993 AND THE MODEL IS SCH-R800
• IT WAS AVAILABLE IN CDMA(CODE DIVISION
MULTIPLE ACCESS) NETWORKS
• DEVELOPED SMART PHONES WITH MP3 PLAYER TOWARDS
THE END OF THE 20TH CENTURY
• NOW THEY HAVE 41.6% OF SMART PHONE MARKET
SHARE IN INDIA
• IN INDIA MAIN COMPETITOR IS MICROMAX
TOP 5 SMARTPHONE VENDORS
 TABLET

• SAMSUNG GALAXY TAB IS AN ANDROID-BASED TABLET

COMPUTER
• IT WAS INTRODUCED ON 2ND SEPTEMBER 2010
• SAMSUNG LAUNCHED THE GALAXY TAB IN INDIA ON 10TH
NOVEMBER 2010
• THE COMPETITOR FOR SAMSUNG TABLET ARE APPLE, AND
LENOVO
• IN INDIA DURING 3RD Q, 2012, 47.4% OF TABLET SALES
UNITS SOLD IN MILLION
TABLET MARKET SHARE IN INDIA
 TELEVISION

• SAMSUNG ELECTRONICS WAS ESTABLISHED IN 1969

• COMPETITOR FOR SAMSUNG TELEVISION IS LG, SONY AND
TOSHIBA
• THEY HAVE THREE MODELS IN TELEVISION SUCH AS
LCD, LED AND PLASMA
• SAMSUNG HAS ANNOUNCED PLANS TO EXIT PRODUCTION OF
PLASMA TV’S
• SAMSUNG HAS ANNOUNCED THAT THEY WILL INCREASE
FOCUS ON UHD TV’S AND CURVED TV’S
MARKET SHARE OF TV
 PC

• SAMSUNG IS PRODUCING PC, BUT THEY ARE NOT

SUCCESSFUL IN INDIAN MARKET
• INDIA HAS GROWN 35% IN PC SEGMENT OF 4TH QUARTER
2013
• IN INDIA LENOVO IS THE MARKET LEADER IN PC WITH 16%
MARKET SHARE IN PC
 PRICE
SAMSUNG SELLS IT’S PRODUCTS WITH A PRICE THAT’S WORTH, IF WE
COMPARE IT WITH THE FUNCTIONS, BENEFITS AND TECHNOLOGY.

SAMSUNG IS IN THE PROCESS OF BUILDING AN IMAGE AS “A STYLISH,

HIGH QUALITY BRAND COMMANDING A PREMIUM PRICE”
 5 FORCE ANALYSIS

• PORTER’S FIVE FORCES ANALYTICAL FRAMEWORK DEVELOPED BY

MICHAEL PORTER (1979) REPRESENTS FIVE INDIVIDUAL FORCES THAT
SHAPE THE OVERALL EXTENT OF COMPETITION IN THE INDUSTRY.
• THREAT OF NEW ENTRANTS: MAJOR ESTABLISHED FIRMS OPERATING
IN THE INDUSTRY SUCH AS SAMSUNG, APPLE AND HTC BENEFIT FROM
THE ECONOMIES OF SCALE TO A SIGNIFICANT EXTENT IN TERMS OF
GAINING COST ADVANTAGE.
• HOWEVER, SUCH A BENEFIT IS NOT AVAILABLE TO THE NEW MARKET
ENTRANTS.
• MOREOVER, ENTERING AND OPERATING IN MOBILE PHONES AND
CONSUMER ELECTRONICS INDUSTRY REQUIRES MASSIVE CAPITAL
INVESTMENTS AND THIS FACT REPRESENTS A SIGNIFICANT BARRIER
FOR NEW ENTRANTS.
• BARGAINING POWER OF BUYERS: SAMSUNG CUSTOMERS CAN
EASILY SWITCH TO APPLE, NOKIA, MOTOROLA, BLACKBERRY, HTC OR
LG WITH NO EXTRA COST FOR THEM AND THIS FACT INCREASES
THEIR BARGAINING POWER SIGNIFICANTLY.
• BARGAINING POWER OF SUPPLIERS: IT DEPENDS ON THE SPECIFIC
TYPE OF SUPPLIER.
• BUSINESSES SUPPLYING GENERAL PARTS AND COMPONENTS DO NOT
YIELD SUBSTANTIAL BARGAINING POWER DUE TO THE IMPORTANCE
OF SAMSUNG’S ORDER VOLUME AND ITS ABILITY TO NEGOTIATE
PRICES.
• HOWEVER, ONE PARTICULAR SUPPLIER, GOOGLE EXERCISES AN
IMMENSE BARGAINING POWER AS THE SUPPLIER OF ANDROID
PLATFORM DUE TO THE LACK OF ALTERNATIVE PLATFORMS AVAILABLE
TO SAMSUNG.
 CONCLUSION
• ALTHOUGH SAMSUNG HAS CAPTURED THE HIGHEST MARKET SHARE IN INDIAN
MARKET, BUT THE COMPANY HAD TO FACE SO MANY PROBLEMS.
• FOR EX: THE CONFLICT WITH THE APPLE, APPLE BLAMED THAT COMPANY IS
COPYING SOME OF ITS FEATURES AND DESIGNS.
• THIS BLAME DAMAGED THE REPUTATION OF COMPANY ALL OVER THE WORLD.
• BUT STILL SAMSUNG IS THE FAVOURITE BRAND OF INDIAN CONSUMERS WHETHER
WE TALK ABOUT ELECTRONIC CONSUMER GOODS OR SMARTPHONES.
• IT MEANS DESPITE OF PROBLEMS AND BLAMES,SAMSUNG HAS POSITIONED ITSELF
IN CONSUMER MINDS AS A QUALITY BRAND.