CASE STUDY

(inspire the next, creating the future)

GROPU-7Sudhir KumarMayank Goyal

Siddharth SinghHitesh Mishra

Nitin MishraKunal Kishore

SAMSUNG GROUPTYPE -

PUBLIC(KOREAN) FOUNDED - 1938FOUNDER - Lee Byuna-Chul

HEADQUATERS - Samsung Town,

Seoul South KoreaArea Served - World WideKey People - Lee Kun Hee (Chairman, Ceo)Employees - 3,19,958.

HISTORY AND BACKGROUNDSamsung group has been founded in 1938

and firstly they started with export of dried fish, fruits and vegetable.

Samsung electronics was founded in 1969 in Suwon city south Korea as Samsung electric industries originally manufacturing electronic appliances such as TVs, calculators, refrigerators, air conditions and washing machine

Contdi…In 1980, the company acquired Hanguk

Jeonja Tong sin in Gumi, and started to build telecommunication devices. Its early products were switchboards. The facilities were developed into the telephone and fax manufacturing systems and became the centre of Samsung's mobile phone manufacturing

VISION OF COMPANYSamsung believe that through technology

innovation today, we will find the solutions we need to address the challenges of tomorrow.

Samsung is guided by a singular vision: to lead the digital convergence movement.

It’s our aim to develop innovative technologies and efficient processes that create new markets, enrich people’s lives and continue to make Samsung a trusted market leader.

PRINCIPLES OF THE COMPANYThe company has adopted the five core

principles values.1. We complies with laws and ethical

standards.2. We respect our customers, shareholders,

and employees.3. We are socially responsible corporate

citizen.4. We care for environment health and safety.5. Clean organizational culture.

Smart phonesSmart phones are Internet enabled phones with many

functions which allowing us to perform multi-task.

Smart phones are affecting productivity, communication in the work place, social engagement, and education in a positive manner.

Contdi..Smart phones have enhanced the education sector,

students are able to do all their work on the phones.Smart phones help students and employees to connect to

other computers on a network or the Internet thereby allowing them to perform their tasks with having to be in the school area or work offices/buildings.

The number of people using social networks e.g facebook, twitter has increased since people have Internet on their finger tips.

SMARTPHONE FUNCTIONS In addition to the basic phone capabilities, it allows us to

send and receive e-mail messages and access the Web They communicate wirelessly with other devices or

computers Functions as a portable media player and include built-in

cameras Some have a touch screen, others mini keyboards Offer a variety of application software e.g. word

processing and games.

SAMSUNG SMART PHONEAfter achieving the huge success Samsung

want to deal in the new world of smart phone and give the competition to the present leader they introduce the Samsung Galaxy Nexus which is first phone with android 4.0. Features screen resolution 720p video support up to 1080p and new surfing experience with high speed

CAMPAINING OF SMART PHONETARGET AUDIENCE:- They targeted the customer who

were between the age group of 25 to 34 because they are aware of the technology trend feature quality and competitive product. The customer is 70%male and 30% female.

Contdi…They taken the area of 30 mile which they

done survey in different cities they go to restaurant clubs bar sports club where they easily find the young people and make them aware about the new phone technology and gather the market, this campaign is for 28 days.

RESULTThe initiative ran as scheduled and delivered

139% of media play against plan.1,111,060 Audience Impressions Total unaided brand awareness was 73%, an

incredible 49% increase over the previous year

Total Brand Awareness level was sustained at the high 90’s.

This campaign initiative was featured in Strategy Magazine.

SAMSUNG INDIA

SAMSUNG INDIASAMSUNG India Electronics Pvt. Ltd. is a

100% owned subsidiary of SAMSUNG Electronics Co. Ltd. (SEC).

The company consists of five main business units:-

1.Digital Appliance Business, 2.Digital Media Business, 3.LCD Business, 4.Semiconductor Business and 5.Telecommunication Network Business.

SAMSUNG SMARTPHONE STRATEGY

SAMSUNG SMARTPHONE STRATEGY

PRODUCT DIVERSIFICATION

Product Range is from contemporary to hi-tech

Diversifying products so that each and every segment is covered

SAMSUNG SMARTPHONE STRATEGY

FOCUS OF THE COMPANYProduct Innovation through usage of leading edge

technologyCustomer Satisfaction Continuously Upgrading with technologyTapping the ever growing High-end ConsumerTweaked its focus to concentrate on middle class

segment also.

SAMSUNG SMARTPHONE STRATEGY

Understanding the tomorrow ‘s markets and consumers.

Spending a good amount of its revenue on R&D.Arriving first with light weight & speed

efficiently Making smart choices that grow

markets .Creating Value That Can’t Be Touched

SAMSUNG APPOINTS AAMIR KHAN AS ITS BRAND AMBASSADOR FOR MOBILE PHONES on Mar 18, 2008

Contdi…Announcing Aamir Khan as SAMSUNG’s

Ambassador for Mobile Phones, stated Mr. H. B. Lee, President & CEO, SAMSUNG South West Asia Headquarters, "The SAMSUNG brand stands for qualities of innovation, change, discovery, self-expression and excellence in performance.

These very same qualities are epitomized by Aamir Khan, whose quality and depth of work as well as versatility as an actor, have made him a much loved and respected actor in India today. We are indeed very proud and privileged to have him as our Brand Ambassador".

SAMSUNG SMARTPHONE IN INDIA"India is a fast-growing mobile market and

we will continue to strengthen our portfolio across price points," Ranjit Yadav, country head for Samsung's Mobile and IT business.

Samsung uses multi-platform strategy in smartphones as the company launches phones across android, windows phone and its own Bada operating system.

Samsung has 24% market share in the Indian mobile phone market, they planned to launch at least 3-4 new phones monthly.

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DISTRIBUTION NETWORK OF

SAMSUNGFactory

Regional distributing

center

Branch warehouse

Direct dealer Modern retail/Exclusive stores &Samsung digital plazas

Distributor

Sub - Dealer

Consumer/Customer

Original equipment manufacturer/vendor or supplier

COMPETITORS OF SAMSUNGMajor Competitors of Samsung:-

NOKIALGMOTOROLASONY ERICSSON

SWOT ANALYSIS OF SAMSUNG

STRENGTH

WEAKNESS

OPPORTUN

ITY

THREAT

Samsung:Longtime supplier, Prestigious brandWide range of retailer network

Competitive prices compared to other smart phones

Eye-catching design, trendy, broad product line

STRENGTH

Interactive user

Support diverse services

Open platform, easy to install configuration

STRENGTH

A new operating system →less compatible apps and games

Not used widely

Specializes in hardware,not software→ heavily dependent on external software suppliers

WEAKNESS

Chance of large market share in upper class

OPPORTUNITY

Outstanding in Mobile World Congress 2011

>> more investment and cooperation

OPPORTUNITY

Hard to complete with others.

The growth> consumer demand.

Loosing customer confidence.

THREAT

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BIBLIOGRAPHY

WWW.Samsung.com WWW.wikipedia.com WWW.Marketsurvey&facts.com

THANK YOU