Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Submitted To
Amity Global Business School
In Partial Fulfilment Of
“Master Degree Course In Business Administration”
(2008-2010)
Submitted By
Prithviraj Singh
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ACKNOWLEDGEMENT
In this project I have made an honest and dedicated attempt to make the research
material as authentic as it could. And I earnestly hope that it provides useful and
I dedicate this project to my teachers and to the Dealer’s of Una district who were
extremely kind and who at times went out of the way to help me. Without their co-
operation it would have perhaps not been possible to research a few places, which I
MBA (Marketing)
2008-2010
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Preface
We look our training at SAMSUNG ELECTRONICS LTD. During the training was
to get an overview of the stores in the Una district. It was a firsthand experience to get
exposed to the professional set-up and face the market, which was really a great
experience.
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INDEX
1. Introduction
2. Industry Profile
3. Company Profile
4. Product Profile
5. Objective of Study
6. Research Methodology
1.Primary data
2. Secondary data
3.Sampling
4. Scope of the study
5.Limitations of the study
7. Theoretical Background of the study
8. Data Analysis
9. Findings
10 Recommendations
11 Conclusion
10. Bibliography
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INTRODUCTION
Before the liberalization of the Indian economy, only a few companies like
Kelvinator, Godrej, Alwyn, and Voltas were the major players in the consumer
durables market, accounting for no less than 90% of the market. Then, after the
liberalization, foreign players like LG, Sony, Samsung, Whirlpool, Daewoo, and
Today, these players control the major share of the consumer durables market.
growing very fast because of rise in living standards, easy access to consumer finance,
and wide range of choice, as many foreign players were entering in the market with
awareness, and introduction of new models, the demand for consumer durables has
ovens, color televisions (C-TV) were no longer considered luxury items. The market
share of MNCs in consumer durables sector is 65%. MNC's major target is the
growing middle class of India. MNCs offer superior technology to the Consumers
whereas the Indian companies compete on the basis of firm grasp of the local market,
their well-acknowledged brands, and hold over wide distribution network. However,
the penetration
Level of the consumer durables is still low in India. So, the main aim of studying the
display patterns and doing a market research on Samsung stores was to know about
the various types of point of purchase display activities and what are the main
promotion and selling techniques which these stores are using to attract the customer
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Indian Consumer durables market used to be dominated by few domestic players like
Godrej, Voltas, Allwyn and Kelvinator. But post liberalization many foreign
companies have entered into Indian market dethroning the Indian players and
India being the second largest growing economy with huge consumer class has
SAMSUNG the two Korean companies have been maintaining the lead in the market
The rural market is growing faster than the urban market, although the penetration
level is much lower .The LCD segment is expected to the largest contributing segment
to the overall growth of the industry. The rising income levels double-income families
and consumer awareness were the main growth drivers of the industries.
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INDUSTRY PROFILE
The Consumer Durables industry consists of durable goods and appliances for
machines. Instruments such as cell phones and kitchen appliances like microwave
ovens were also included in this category. The sector has been witnessing significant
growth in recent years, helped by several drivers such as the emerging retail boom,
real estate and housing demand, greater disposable income and an overall increase in
represented by major international and local players such as BPL, Videocon, Voltas,
The consumer durables industry can be broadly classified into two segments:
further categorized into Brown Goods and White Goods. The key product lines under
The consumer durables market in India was estimated to be around US$ 5 billion in
2007-08. More than 7 million units of consumer durable appliances have been sold in
the year 2006-07 with colour televisions (CTV) forming the bulk of the sales with 30
per cent share of volumes. CTV, refrigerators and Air-conditioners together constitute
more than 60 per cent of the sales in terms of the number of units sold.
In the refrigerators market, the frost-free category has grown by 8.3 per cent while
direct cool segment has grown by 9 per cent. Companies like LG, Whirlpool and
Samsung have registered double-digit growth in the direct cool refrigerator market.
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In the case of washing machines, the semi-automatic category with a higher base and
fully-automatic categories have grown by 4 per cent to 526,000 units and by 8 per
window ACs have grown by 32 per cent and that of split ACs by 97 per cent.
Since the penetration in the urban areas for these products is already quite high, the
markets for both C-TV and refrigerators were shifting to the semi-urban and rural
areas. The growth across product categories in different segments is assessed in the
following sections.
Consumer Electronics
The CTV production was 15.10 million units in 2007-08 and is expected to grow by
at least 25 per cent. At the disaggregated level, conventional CTV volumes have been
falling while flat TVs have grown strongly. Market sources indicate that most CTV
majors have phased out conventional TVs and have been instead focusing more on
flat TVs. The flat segment of CTVs now account for over60 per cent of the total
products such as liquid crystal display (LCD)and plasma display CTV grew by 400
per cent and 150 per Cent respectively in 2009–10 following a sharp decline in prices
of these products and this trend is expected to continue. The audio/video player
market has seen significant growth rates in the domestic market as prices have
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COMPANY PROFILE
SAMSUNG – Introduction
Our Vision
We believe that through technology innovation today, we will find the solutions we
need to address the challenges of tomorrow. From technology comes opportunity for
businesses to grow, for citizens in emerging markets to prosper by tapping into the
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
Our Mission
Company”.
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Samsung grew into a global corporation by facing challenges directly. In the years
ahead, our dedicated people will continue to embrace many challenges and come up
with creative ideas to develop products and services that lead in their markets. Their
corporation.
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SAMSUNG HISTORY
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2006 • Developed the world's first real double-sided LCD
• Developed the worlds' first 50nm 1G DRAM
• Unveiled 10M pixel camera phone
• Launched "Stealth Vacuum," a vacuum cleaner with the
world's lowest level of noises
• Launched the worlds' first Blu-Ray Disc Player
June 1996 Foundation Stone laid for CTV Factory at Noida, Uttar Pradesh.
May 1996 Launch in South
Home Appliances Launch
December 1995 Samsung India Electronics (SIEL) products launched in India.
August 1995 Certificate for commencement of business received by Samsung
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GROWING TO BE THE BEST
Samsung India aims to be the ‘Best Company’ in India by the Year 2006. ‘Best
Company’ in terms of both the internal workplace environment as well as the external
contributing to the Indian economy and making the lives of its consumers simpler,
“Our aim is to gain technological leadership in the Indian marketplace even as our
goal is to earn the love and respect of more and more of our Indian consumers.”
Samsung in India
Samsung India is the hub for Samsung’s 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. Samsung India, which
commenced its operations in India in December 1995, today enjoys a sales turnover of
located all over the country. The Samsung manufacturing complex housing
Refrigerators and Washing Machines is located at Noida, near Delhi. Samsung ‘Made
in India’ products like Colour Televisions, Colour Monitors and Refrigerators were
being exported to Middle East, CIS and SAARC countries from its Noida
manufacturing complex. Samsung India currently employs over 1600 employees, with
SAMSUNG GLOBAL
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Samsung Electronics is a global leader in semiconductors, telecommunications,
digital media and digital convergence technologies with 2004 parent company sales of
over 90 offices in 48 countries, the company has of 5 main business units: Digital
global brands, Samsung Electronics Corporation is the world’s largest pro ducer of
according to the Indian market. It has set up a “usability lab” at the Indian Institute of
Technology in New Delhi to customize Samsung products to meet the specific needs
concluded that Indian consumers want more sound oriented products. Thus, the
Samsung televisions for India have a higher sound capacity than their foreign
counterparts.
introduced for the first time in India a feature called Super Dry. It is present in three
of Samsung’s semi automatic models and dries the clothes better than the rest.
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Samsung washing machines have an additional menu that takes care of the local
Indian wardrobes. They also have a ‘memory re-start’ that takes care of the frequent
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OBJECTIVES OF THE PROJECT
• To have a face to face conversation with the shop owners and get their opinion
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Research Methodology
well-organized research plan, it is impossible to complete the project and reach to any
conclusion. The project was based on the survey plan. The main objective of survey
was to collect appropriate data, which work as a base for drawing conclusion and
getting result.
problem. Research methodology not only talks of the methods but also logic behind
the methods used in the context of a research study and it explains why a particular
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Research design
important tool to study buyer’s behavior, consumption pattern, brand loyalty, and
focus market changes. A research design specifies the methods and procedures for
Research design specifies methods and procedures for study. In this study the
company was interested to know the demand of different consumer durable product,
about competitors, and potential for SAMSUNG procedures to be used for the study
Data Collection:
This report was prepared after collecting data from the retailers/ dealers and past data
was arranged from the various studies conducted in last few years and various other
records of company.
Primary Data:
These data were collected by personal interview with retailers/ dealer. For this
purpose questionnaires were prepared in such that all necessary data would be
collected.
Secondary Data:
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Information regarding the project, secondary data was also required. These data were
SAMPLING METHOD
SAMPLE SIZE
20 Dealers
Research tools:
RESEARCH AREA
UNA DISTRICT-
This project gives us great exposure to the distribution and display patters of the
company in rural areas because it includes product knowledge and field survey job in
3 Found out the problems that the dealer were facing while selling the SAMSUNG
product.
4. Found out the customer response for SAMSUNG products by asking the owner of
the shop.
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5. Talked about the after sale services of the company.
Scope
1. In term of purchasing power parity (PPP), India is the 4th largest economy in the
world and overtake Japan in the near future become the 3rd largest.
3. India has the youngest population amongst the major countries. There were lot of
people in the different income categories nearly the two third population is below the
4. There were 56 million people in middle class, who were earning us$4,400-
OPPORTUNITY
developing countries.
3. Rapid urbanization.
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Threats
2. Cheap imports from Singapore, China and from other Asian countries.
LIMITATION OF STUDY
Although I tried my best in preparation of this project, but this study has some
limitation:
1. The period of the project was not sufficient to study all the factors in deep.
3. We cannot say that what the owners have revealed will be right for each and every
5. Some of confidential information viz. credit period, schemes, policies and sales
6. Some of the problems may not have been reveled because we came from the
company headquarters.
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Theoretical Background of the study
Research methods provide you with the knowledge and skills you need to
not-for-profit, and public organizations – in all functional areas – need training in the
scientific method and its application to decision making. Two factors stimulate an
interest in more scientific decision making: (1) the manager’s increased need for more
and better information and (2) the availability of improved techniques and tools to
During the last two decades, we have witnessed dramatic changes in the business
has evolved in response to the social and political mandates of national public policy,
These changes have created new knowledge needs for the manager. Other knowledge
demands have arisen from problems with mergers, trade policies, protected markets,
The trend toward complexity has increased the risks associated with business
complexity means there are more variables to consider. The competition is more
shareholders, customers, and the public are better informed and more sensitive to their
self-interest. Government continues to show concern with all aspects of society. Each
of these factors demands that managers have more and better information upon which
to base decisions.
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To do well in such an environment, you will need to be equipped with an
making. You will need to know how to identify good research and how to conduct it.
As the complexity of the business environment has increased, there has been a
commensurate, increase in the number and power of the tools to conduct research.
There is vastly more knowledge in all fields of management. We have begun to build
better theories. The computer has given us a quantum leap in the ability to deal with
Communication and measurement techniques have also been enhanced. These trends
reinforce each other and are having a massive impact on business management.
information.
Internal Sources
create and store much of the internal data, research and development, planning, and
summaries, financial and accounting reports, and marketing and sales studies. The
collection methods used are unique to the specific situation, and collection success
depends on knowing just where and how to look. Sometimes the information may
chronological files.
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In other organizations, a central library keeps all relevant information. Systematic
searches should be made through exploratory interviews with everyone who handles
secretaries can help in pinpointing critical data sources. Internal data sources may be
External Sources
External sources are created outside the organization and are more varied than internal
sources. There are also better defined methods for finding them. This discussion
useful.
Published sources of data can be classified into five categories. The newest and fastest
growing one is computerized database. They are composed of interrelated data files.
The files are sets of records grouped together for storage on some medium. Access
may be through online search or CD-ROM. Online databases are often specialized
collections. Within this category there are many reference books, each a compendium
there are master’s theses, doctoral dissertations, and research records. A third group
meeting.
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Data Analysis and Interpretation
INTERPRETATION:-
According to the survey the mast displayed product of Samsung was fridge and the
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Table No.2
INTERPRETATION:-
According to the survey quality is the major parameter which the dealers think helps
in increasing the sales, whereas price is considered the least important parameter for
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Table No.3 Shows Suggestion from dealers for SAMSUNG to increase the business
Sr.
No. SUGGESTION NO. OF RESPONDENTS
1 FAST AND REGULAR AFTER
SALES SERVICE 3
2 REDUCE PRICES 3
3 INCREASE DEALER MARGIN 4
5 IMPROVE QUALITY 1
6 REGULAR SCHEMES 8
TOTAL 20
INTERPRETATION:-
The survey shows that regular schemes are what mast of the stores want from the
company. Also mostly all the dealers are happy with the quality of the product.
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Table No.4 People think Samsung to be a better brand than its competitors
INTERPRETATION:-
Most of the dealers think that customers think Samsung as a better brand than others
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Table No.5 People pay more for quality
INTERPRETATION:-
11 dealers think that people pay more for the quality of the product. Although these
stores are in the more developed are of Una region. In the less developed region
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Table No.6 Reason for L.G. greater market share
INTERPRETATION:-
Price and brand image are the two main parameters due to which L.G. is more
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FINDING
1. We came to know while visiting the shop all of the dealers sold entire consumer
2. We came to know that during the survey in consumer durable industry in Una
district and rural area of Una district that there is a huge market for the product it
Samsung gets the contract from army to sell products in their canteen.
3. Study shows that quality is most important parameter for quality sale of Samsung
4.All the dealers were not satisfied with the profit margin.
6.Maximum rural area is covered by the VIDEOCON because of their low price
products.
7.We came to know while visiting the shops that there was big problem of after sales
service.
8.Many dealers were facing the problem of after sale service because there is no
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11. Advertising of Samsung CTV is more effective as compare to the competitors.
SUGGESTIONS &RECOMANDETION
• Company should improve the after sales service of products as it is the main
• If the SAMSUNG Ltd. reduces their product price like LG and VIDEOCON
• Company should distribute free key chain, calendar, t-shirts for making brand
• Company should introduce low price and low power consumption Refrigerator
price.
• Company should introduce low cost products to satisfy the needs of low or
middle class.
• More awareness should be spread in less developed areas about the quality and
its importance.
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Conclusion
• With respect to the above study and the findings thereby, the company has
• With few more concerted efforts, the said organization needs to enter the rural
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ANNEXURE
A. Questionnaire
Address:
Contact no.:
3) Display items
□ T.V.______ □ LCD____ □ Washing machine______
□ Yes □No
5) Do you think people are ready to pay more for better quality?
□ Yes □No
_________________________________________________________
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B. LIST OF DEALERS:-
Name of the
Si.no Name of the store owner
1 Shakti Traders Madan Dhiman
2 Kathuria electronics Ravi
Amandeep
3 electronics Amandeep
4 Saliya electronics Mukesh parmar
5 Manoj Electronics Manoj Kumat
Boathara Subhash
6 Electronics Bothara
7 Hari-Om(Next) mahesh
Sai-Sakshi
8 Electronics Umesh Shinde
9 Sushil Electronics Pravin Lodha
10 Jupiter Appliances Bharat N.D.
Shubham Sanjay
11 Electronics Sanghvi
12 Kirti Electronics Sumit Kochar
13 Pankaj Electronics Amol Sangvi
14 NRTV ceter Pramod Patil
15 SukheerElectronics Sukhbeer
Jitendra
16 Ashoka Electronics Gujrani
Rushabh
17 Patwa Electronics Patwa
Narendra
18 Shivam Electronics Deore
Sai-Parth Jayant
19 Electronics Deopurkar
20 Jagdish Electronics Rajendra Rathi
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B). Bibliography
1- http://www.samsung.com/in/aboutsamsung/index.html
2- http://www.samsung.com/in/aboutsamsung/corporateprofile/index.html
3- http://www.samsung.com/in/aboutsamsung/corporateprofile/history.html
4- http://www.samsung.com/in/aboutsamsung/corporateprofile/visionmission.html
5- http://www.samsung.com/in/consumer/index.html
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