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INTRODUCTION
The Samsung Group is a South Korean multinational conglomerate corporation headquartered in Samsung Town, Seoul, South Korea. It comprises numerous international affiliated businesses, most of them united under the Samsung brand. Notable Samsung Group industrial subsidiaries include Samsung Electronics (the world's largest information technology company measured by 2010 revenues), Samsung Heavy Industries (the world's second-largest shipbuilder measured by 2010 revenues), and Samsung Engineering and Samsung C&T (respectively the world's 35th- and 72nd-largest construction companies). Other notable subsidiaries include Samsung Life Insurance (the world's 14th-largest insurance company), Samsung Securities, Samsung SDS, Samsung Everland (the oldest theme park in South Korea), Cheil Worldwide (the world's 19th-largest advertising agency measured by 2010 revenues) and Shilla Hotel. Samsung Group produces around a fifth of South Korea's total exports and its revenues are larger than many countries' GDP; in 2006, it would have been the world's 35thlargest economy. In many South Korean industries Samsung Group enjoys a monopoly position. The company has a powerful influence on South Korea's economic development, politics, media and culture, and has been a major driving force behind the "Miracle on the Han River". Many businesses today use Samsung's international success as a role model.
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Company Profile
Samsung India Electronics Private Limited (SIEL):
Samsung India is the hub for Samsungs South West Asia Regional operations. The South West Asia Regional Headquarters looks after the Samsung business in Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan besides India. Headquartered in New Delhi, India which commenced its operations in India in December 1995, today enjoys a sales turnover of over US$ 1Bn in just a decade of operations in the country. Headquartered in New Delhi, Samsung India has a network of 19 Branch Offices located all over the country. The Samsung manufacturing complex housing manufacturing facilities for Colour Televisions, Colour Monitors, Refrigerators and Washing Machines is located at Noida, near Delhi. Samsung Made in India products like Colour Televisions, Colour Monitors, Mobile Phones, Tablets, Smart Phones and Refrigerators are being exported to Middle East, CIS and SAARC countries from its Noida manufacturing complex. Samsung India currently employs over 1600 employees, with around 18% of its employees working in Research & Development.
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Our Values
We believe that living by strong values is the key to good business. At Samsung, a rigorous code of conduct and these core values are at the heart of every decision we make.
Vision 2020
As stated in its new motto, Samsung Electronics' vision for the new decade is, "Inspire the World, Create the Future." This new vision reflects Samsung Electronics commitment to inspiring its communities by leveraging Samsung's three key strengths: New Technology, Innovative Products, and Creative Solutions. -- and to promoting new value for Samsung's core networks -- Industry, Partners, and Employees. Through these efforts, Samsung hopes to contribute to a better world and a richer experience for all.
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Affiliated Organizations
Samsung Lions The Ho-Am Foundation Samsung Foundation of Culture Samsung Welfare Foundation Samsung Life Public Welfare Foundation Page | 6
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Electronics Industries
Financial Services
Samsung Electro-Mechanics Samsung SDI Samsung Corning Precision Materials Samsung SDS Samsung Mobile Display Samsung LED
Samsung Life Insurance Samsung Fire & Marine Insurance Samsung Card Samsung Securities Samsung Investment Trust Management
Chemical Industries
Samsung Total Petrochemicals Samsung Petrochemicals Samsung Fine Chemicals Samsung BP Chemicals
Samsung C&T Corporation Samsung Engineering Cheil Industries Samsung Everland The Shilla Hotels & Resorts Cheil Worldwide S1 Corporation Samsung Medical Centre
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Etymology
According to the founder of Samsung Group, the meaning of the Korean hanja word Samsung is "tristar" or "three stars". The word "three" represents something "big, numerous and powerful"; the "stars" mean eternity.
Logos
The Samsung Byeolpyo noodles logo, used from late 1938 until replaced in 1950s. The Samsung Group logo (three stars), used from late 1980 until replaced in 1992
The Samsung Group logo, used from late 1969 until replaced in 1979
The Samsung Electronics logo, used from late 1980 until replaced in 1992
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PRODUCT PROFILE
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Product Profile
Samsung Mobiles in India is managed by Samsung Telecommunications India (STI) who are the design and technology leaders in the market of mobiles. The Samsung mobile division in India manufacturers and markets wide variety of mobile telecommunications products with pre pay and post pay markets in the consumer as well as business segments. There are 3 different conglomerates which are united under one Samsung group. Samsung Electronics is the part of its business conglomerate and also the worlds largest electronics company. Samsung Mobiles is also a part of Samsung Electronics which works in semi conductors, telecommunications, digital media and digital LCD appliances. The Headquarter of Samsung is in South Korea and at present it operates in more than 100 countries. The mobile phones by Samsung are mainly divided into 6 major categories that include style, Multimedia, Infotainment, Essential, Business and Connected. The company is known for introducing consumer oriented innovative and breakthrough technology products and the new brand positioning of the company is reflected in its spunky and new tagline Next is What? which is used in all the communication material of Samsung. The popular handsets of Samsung are: Tablet Smartphone Smartphone Dual Sim Phone Find the perfect balance with DUAL SIM. Touch Phone Leading the TOUCH revolution. Qwerty Messaging Phone Multimedia Phone MULTIMEDIA magic unlimited. CDMA Phone Discover a unique lifestyle with CDMA. Essential Phone
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Network
GSM&EDGE Band
Display
Type : TFT Resolution : 240x400
Size
Weight : 92g Dimension : 108.8 x 53.7 x 12.4
Battery
Talk Time : 580min(2G), 290min(3G), 160min(VT) Standby : 760Hrs(2G), 450Hrs(3G)
Quick Spec
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Network
GSM/Edge
Display
Type : TFT Resolution : 320x240
Size
Weight : 112g Dimension : 105.8x50x16.5mm
Battery
Talk Time : Up to 570min Standby : Up to 380hr
Quick Spec
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Network
GPRS, 3G, HSPDA,
Display
Type : Resolution :
Size
Weight : 165g Dimension : 112.6 x 57.8 x 16.5 mm
Battery
Talk Time : up to 12 hrs /2G, Up to 6.8 hrs/3G Standby : 576hrs/GSM, 500hrs/WCDMA
Quick Spec
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Network
GSM, GPRS
Display
Type : TFT Resolution : 320x240
Size
Weight : 113.7g Dimension : 102.3x52.4x15.9mm
Battery
Talk Time : up to 12 hrs Standby : up to 450hr
Quick Spec
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Android 2.1 1 Ghz processo Hi-speed internet access @ 3.1Mbps 5MP camera with flash 2Gb internal (plus 32GB expandable) 1 ,500mAh battery Multi application choices.
Quick Spec
Capture New Memones Usten to your favowte tunes More Multimedia, More Excitement More texting More fun More TV, More Entertainment More3G, More Power Advanced Mobile Tracker Morn Frp1nm with OMH
Quick Spec
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The new GALAXY Tab 750 offers a superlative experience with the thinnest and lightest large screen tablet available! It has unmatched mobility and amazingly thin and light body. At just 565 grams and 8.6mm slim.
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Chapter 2
OBJECTIVES RESEARCH METHODOLOGY LIMITATIONS
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OBJECTIVES
MAIN OBJECTIVE Analysis of current market scenario of mobile market with special reference to SAMSUNG IND.MOBILES. SUB OBJECTIVES To study the satisfaction level of Samsung Phone users in Kurnool. To study the buying behavior of the customers. To understand the price sensitivity of the market in respect to the Samsung services. To identify customers opinion about Samsung Handsets. To identify the key buying factors of Samsung Phones. To understand the various sales promotional schemes being offered by various mobile handsets providers.
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RESEARCH METHODOLOGY
To manage the business well is to manage its future and to manage the future is to manage information. To collect the information, marketing research is to be done. Marketing research has been defined as the systematic gathering, recording and analyzing of data about problems relating to marketing of goods and services from producer to consumer. -By American Marketing Association Research Methodology refers to the various methods and techniques involved in the process of research. The information required for the preparation of the report is collected through two Sources viz; 1. Primary Data 2. Secondary Data
1. PRIMARY DATA: The data collected for a purpose for a particular problem in original is known as Primary Data. It consists of all the answers in first hand. Sources of primary data: The sources are divided into basically two types internal and external. Internal source analysis is referred to as sales analyses. The external sources include the sales man, dealers and consumers. On the basis of requirement the information is collected
from anyone or all of the sources. Methods of collecting Primary data: The collection of information is referred to as primary method. There are various methods in which primary data can be adopted and thus can be broadly classified as survey methods and experimental methods.
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Survey methods: The survey is a complex operation, which requires some technical Knowledge. Survey methods are of personal character and depending on the information required there are six major types of surveys. Facts Survey - Collects only facts. Opinion Survey Opinions in various problems are collected. Attitude Survey Determines the attitudes of the consumers. Future inventions Survey Used to find on discover future trends. The Reason why Survey Seeks to determine why a person has done something to do something in future. Ones survey may contain several types since it may give several better kinds of information. The various kinds of surveys are carried out through different methods. Usually three general methods are used to conduct a survey.
2. SECONDARY DATA: The data collected from the public sources i.e., not originally Collected for the first time is called secondary data. Suppose we want to know the population of the city, we need not go house to house to collect the same but can referred to the census report. SAMPLING METHODS 1) Sampling unit : Professionals, Common people and Students are surveyed 2) Sampling Size 3) Sampling procedure : 100 : Stratified random sampling is used
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LIMITATIONS
As we know the objectives and the importance of study it is compulsory for us to have knowledge about the limitations of the study. The limitations are as follows:
The study is confined only to Kurnool city and not the customers around the world. Time factor is the main limitation of the study. The methods used in this project are random sampling methods and the result obtained may not be fully accurate and believable. The research has been centered to only 100 customers rather than millions of people. Some of the customers are not interested to give the accurate information about the product. This study is based on the figure available and the information given by the customers.
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Chapter 3
LITERATURE REVIEW
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to refer to the degree of satisfied versus dissatisfied customers in absolute terms, but only in relative terms. Based on the results above, the impression rises that the discipline of satisfying customers is not always successfully translated into activities practiced by service companies. This fact has supported our interest in conducting an investigation concerning the relationship between service providers and customer satisfaction.
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In contrast the consumption behavior as a study is to do with the explanation of the behavior of the aggregate of consumers or the consuming unit. Consumer is a pivot, around which the entire system of marketing revolves. The study of buyer behavior is one of the most important keys to successful mark. Customer Satisfaction is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. "Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-ofmouth marketing, which is both free and highly effective." Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget motel even though its facilities and service would be deemed superior in absolute terms. The importance of customer satisfaction diminishes when a firm has increased bargaining power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of fine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction would be way too low, and customers would easily have the option of leaving for a better contract offer. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms.
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Inference:
From the above table, it indicates that, the different type of professionals using cell phones are employees 35(35%), businessmen 29(29%), students 30(30%) and others 6(6%). It shows the common importance of phones now days.
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1. Column chart representing the usage of cell phones by different type of professionals:
40% 35% 35% 30% 25% 20% 15% 10% 6% 5% 0% Employees Businessmen Percentage Students Others 29% 30%
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Inference: The above table indicates that the majority of respondents with the income level of 6000-10000 using mobiles are 45(45%), and then move down to 10000-18000 the 26(26%) of respondents using mobiles, then 18000-25000 22% of respondents using mobiles and above 25000 7% of respondents are using mobiles.
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Inference: According to the above table, it indicates that 48% of respondents are using Samsung cell. 25% of respondents are using Nokia, 20% of respondents using Samsung and 7% of respondents using Others(China, Carbon, M.V.L etc) It means the market of Samsung is good than compared to other competitors such as Samsung and LG etc.
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3. Cylindrical chart showing which brand cell phone respondents are using:
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Type of cell phone Essential Phones Qwerty Phones Smart Phones Touch Phones Total
Inference:
The above table shows that 41(41%) of respondents are using Essential Phones, 32(32%) of respondents are using Qwerty Phones, 17(17%) of respondents using Smart Phones and 10(10%) of respondents are using Touch Phones.
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Inference:
The above table shows that 48(48%) of respondents use Samsung cell phone due to its quality, 12(12%) voted for comfort, 24(24%) voted for price factor, and 16(16%) use it for the purpose of prestige. Most of the peoples use Samsung cell phones due to its quality.
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5. Line chart showing what factors effect the respondents to buy samsung cell phone:
Percentage
Prestige 16%
Respondents
Price
24%
Comfort
12%
Quality
48%
0%
10%
20%
30% Percentage
40%
50%
60%
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Inference:
According to the survey, the table indicates that 23(23%) of respondents are highly satisfied with Samsung cell, 12(12%) are moderately satisfied, and 66(66%) of respondents are satisfied with Samsung.
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Inference:
The above table shows the influencing factors which forced the respondents to buy Samsung cell phone are 41(41%) through friends, 14(14%) through relatives, 38(38%) are through the influence of advertisements, and 7(7%) through other factors..
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Cylindrical representing influencing factors which forced the respondents to buy Samsung cell phone:
14% 7%
Friends
Relatives
Advertisements
Others
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Inference:
According to the table the opinion of the respondents about the prices of Samsung are 8(8%) of respondents said the price is very high, 22(22%) said high, 66(66%) said the prices are medium, and 4(4%) of respondents replied the price of Samsung cell phones are low.
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Column chart stating the opinion of respondents towards the prices of Samsung cell phones:
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9. Are you loyal to Samsung? Factors Yes No Total Number of respondents 80 20 100 Percentage 80% 20% 100%
Inference: The above table states the brand loyalty of Samsung. More number of respondents are loyal to the brand i.e., 80(80%), and 20(20%) are not loyal due to some reasons.
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9. Pie chart showing the brand loyalty of respondents towards samsung cell phone:
20%
80%
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Inference:
According to the above table, 18(18%) of respondents are highly satisfied with the value added features of Samsung, 12(12%) are moderately satisfied, and 70(70%) of respondents are satisfied.
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Column chart representing the opinion of respondents towards the value added features of Samsung:
18%
12% 0
Highly satisfied
Moderately satisfied
Satisfied
Not satisfied
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11. Are you satisfied with battery backup capacity of Samsung cell?
Inference:
The above table indicates that, 32(32%) of respondents are highly satisfied with the battery backup capacity of Samsung cell, 7(7%) are moderately satisfied, and 61(61%) are satisfied.
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11. Pyramid chart stating the customer opinion towards battery backup capacity of Samsung cell phone:
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Inference:
According to the above table, 29(29%) of respondents are very impressive with the sales promotional activities of Samsung, 22(22%) are moderately impressive, and 49(49%) are impressive.
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12. Column chart representing opinion of consumer towards the sales promotional activities of Samsung:
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Inference:
The above table indicates that, 53(53%) of respondents said that the advertisements of Samsung are excellent, 38(38%) said good, and 9(%) said fair.
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13. Cone chart representing consumer opinion towards the advertisements of Samsung:
53% 38%
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Inference:
According to the above table, 51(51%) of respondents said that the after sales service of Samsung is excellent, 47(47%) said good, and 2(2%) said fair.
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14. Column chart representing the opinion of consumer after sales service of Samsung:
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Chapter 4
SWOT ANALYSIS
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SWOT ANALYSIS
STRENGHTS Brand image of samsung is very good. Quality is the strength of samsung. After sales services is also good. It is a multinational company. WEAKNESS
Price of samsung handsets is high. Sales promotional activities of samsung are limited. Service centers are less. OPPORTUNITIES
If the samsung company decreases the prices some value of colour handsets, it can capture more market. Effective and new sales promotional activities should be implemented by samsung. Service centers should be more in number. THREATS
Threatens from other competitors in the market such as LG, Samsung, and sony ericsson etc.., Threatens from the changing of customers according to time. Page | 56
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FINDINGS
1. It is found that majority of consumers prefer Essential and Smart model
handsets of Samsung.
through advertisements.
Samsung.
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SUGGESTIONS
1. The company should come up with new handset models compared to
2. The consumers feel that the prices of Samsung Phones should be reduced.
4. According to the survey the consumers prefer more models with different
price levels will attract the consumers. So the company has to concentrate on
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Chapter 5
QUESTIONNNAIRE
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Questionnaire Dear sir/madam I am _______________ pursuing III year B.B.M in Osmania Degree College for Women, Kurnoolas per the partial fulfillment of my course, I have to complete the project work. So please co-operate in filling the questionnaire. Name: Contact no: 1. Profession A. Employee 2. Income level A. 6000-10000 b. 10000-18000 c. 18000-25000 b. Businessmen c. Student [ ] male [ ] female [ ]
d. Others [ ]
d. Above 25000 [ ]
d. Others [ ]
4. Which type of Samsung cell you have A. Essential Phones b. Smart Phones 5. Why do you prefer Samsung A. Quality b. Comfort c. Price
d. Prestige [ ]
6. To what extent you are satisfied with Samsung Phones A. Highly satisfied b. Moderately satisfied c. Satisfied
d. Not satisfied [ ]
d. Others
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[ d. Low [
10. Are you satisfied with value added features of Samsung A. Highly satisfied b. Moderately satisfied c. Satisfied
d. Not satisfied [ ]
11. Are you satisfied with battery backup capacity of Samsung A. Highly satisfied b. Moderately satisfied c. Satisfied
d. Not satisfied [ ]
12. What is your opinion about sales promotional activities A. Very impressive b. Moderately impressive
14. How do you feel after sales services of Samsung A. Excellent b. Good c. Fair
Signature
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BIBLIOGRAPHY
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BIBLIOGRAPHY
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