1.

1 INTRODUCTION
A SWOT analysis is a planning tool used to understand the Strengths,
Weaknesses, Opportunities, and Threats involved in a project or in a business.
It involves specifying the objective of the business or project and identifying
the internal and external factors that are supportive or unfavorable to achieving
that objective. The SWOT analysis is great for developing an understanding
of an organization or situation and decision-making for all sorts of situations
in business, organizations and for individuals. Note that in itself is only a data
capture.

The degree to which the internal environment of the firm matches with the
external environment is expressed by the concept of strategic fit. Identification
of SWOTs is important because they can inform later steps in planning to
achieve the objective. First, decision-makers should consider whether the
objective is attainable, given the SWOTs. If the objective is not attainable,
they must select a different objective and repeat the process. nalysis may view
the internal factors as strengths or as weaknesses depending upon their effect
on the organization's objectives. What may represent strengths with respect to
one objective may be weaknesses (distractions, competition) for another
objective. The factors may include all of the 4Ps as well as personnel, finance,
manufacturing capabilities, and so on. The external factors may include
macroeconomic matters, technological change, legislation, and sociocultural
changes, as well as changes in the marketplace or in competitive position. The
results are often presented in the form of a matrix.

SWOT analysis is just one method of categorization and has its own
weaknesses. For example, it may tend to persuade its users to compile lists
rather than to think about actual important factors in achieving objectives. It
also presents the resulting lists uncritically and without clear prioritization so
that, for example, weak opportunities may appear to balance strong threats.

Samsung was founded by Lee Byung-chul in 1938 as a trading

company. Samsung entered the electronics industry in the late 1960s and the
construction and shipbuilding industries in the mid-1970s; these areas would
drive its subsequent growth. Following Lee's death in 1987, Samsung was
separated into four business groups – Samsung Group, Shinsegae Group, CJ
Group and Hansol Group. Since 1990, Samsung has increasingly globalised
its activities and electronics; in particular, its mobile phones and
semiconductors have become its most important source of income. As of 2017,
Samsung has the 6th highest global brand value.
 1.2 OBJECTIVE OF THE STUDY
• To analysis of external and internal factors.
• To discuss key items for the management of the organization,
which involves
establishing priorities for action.
• To prepare strategic options: risks and problems to solve.
• To analysis and diagnosis of the company’s strengthening positive
points, indicating which points should be improved, chances of
growth, increasing
opportunities, etc
1.3 SCOPE OF THE STUDY
SWOT analysis should keep in mind that it is only one stage of the business
planning process. For complex issues, you will usually need to conduct more
in-depth research and analysis to make decisions. Keep in mind that a SWOT
analysis only covers issues that can definitely be considered a strength,
weakness, opportunity or threat. Because of this, it's difficult to address
uncertain or two-sided factors, such as factors that could either be a strength
or a weakness or both, with a SWOT analysis (e.g. you might have a prominent
location, but the lease may be expensive).
 1.3 METHODOLOGY of the study
In this project we have followed descriptive method of study. Here project
analysis is made by collecting secondary data from different websites,
journals, etc.
 Secondary data’s are pre published and research data’s collected
from different websites, journals, newspapers, company research
papers.
 These documents and data’s are very useful for the theoretical,
conceptual and organizational background analysis.
 Detailed analysis of data’s is made by plotting different graphs and
tables which can be easily understandable.
 Then by observing these graphs we have made our conclusions and
recommendations.
1.4 LIMITATION OF THE STUDY

• This study is limited to Samsung Company ltd.

• In this study the data is limited.
• Difficulty in data interpretation.
• The study is mostly based on theory.
  Assaari and Karna, (2000) in their paper titled, “Churn Management
towards Customer Satisfaction; A Case of Cellular operations in Malaysia”
have viewed that customer satisfaction and customer service have been critical
factors of the cellular industry. Cellular service providers need to ensure about
the technology that provides customer service best in the industry. It is stated
that investment in people and in technology helps in providing best customer
service for today and for the future
 Bepko,(2000) in his article entitled, “Service Intangibility and Its
Impact on Consumer Expectations of Service Quality” has pointed out that
among the areas which need to be addressed in service quality research is the
nature of consumer expectations across the range of intangibility.Previous
research has compared consumers service quality expectations across services,
but different groups of subjects have been evaluated for each different service.
 Carsten Fink, Aaditya Mattoo and RandeepRathindran, (2001) in
their study titled, “Liberalizing Basic Telecommunications: The Asian
Experience” have found that despite the move away from traditional public
monopolies, most Asian governments are still unwilling to allow unrestricted
entry, eliminate limits on private and foreign ownership, and establish strong
independent regulators. A comprehensive reform including privatization,
competition and regulation has been implemented and there are significantly
higher levels of main line availability, service quality and labour productivity
  David M. Szymanski and David H. Heard, (2001) in their study
entitled, “The New Marketing Developing Long-term Interactive
Relationships” have said that the growing number of academic studies on
customer satisfaction and the mixed findings they report complicate the efforts
among managers and academics to identify the antecedents to, and outcomes
of businesses having more against less-satisfied customers.
 Jonathan, Lee, Janghyuk, Lee, Lawrence and Feick, (2001) in their
article titled,"The Impact of Switching Costs on the Customer Satisfaction-
loyalty Link: Mobile Phone Service in France” have analysed that moderating
role of switching costs in the customer satisfaction-loyalty link and to identify
customer segments and to retain them.
 Robert C. Ford, Cherill P. Heaton and Stephen W. Brown, (2001)
in their article titled,“Delivering Excellent Service Lessons from the Best
Firms” have stated that many companiessee investments in complaint
handling as means of increasing customer commitment and building customer
loyalty. However, firms are not well informed, on how to deal successfully
with service failures or the impact of complaint handling 48 strategies. They
have supported a quasi “brand equity” perspective-whereas satisfaction with
complaint handling has a direct impact on trust and commitment, to a limited
extent, on the effects of poor complaint handling.
 Wilska, (2001) in his paper titled, “New Technology and Young
People‟s Consumer Identities: A Comparative Study between Finland and
Brazil” has found that among young people aged 16-20, it was found that
mobile phones choice and especially usage is consistent with respondents
general consumption styles.
 Balasubramanian, Paterson and S.L.Jarvenpaa, (2002) in their
article entitled,“Exploring the Implications of M-convenience for Markets and
Marketing” haveidentified that the unique intrinsic attributes mentioned by the
end users are unhindered time and space attributes of the mobile phone.
 Bhave and Ashish, (20020) in their article entitled, “Customer
Satisfaction Measurement” have found that the opinion that customer‟s
perception towards service and quality of a product determines the success of
that product or service in the market. With better understanding of customers‟
perceptions, a firm can determine the suitable actions to meet the needs of
customers. Firms can identify their own strengths and weaknesses in
comparison with their competitors
 K.E. Lommeruda and L. Sorgard, (2003) in their study on “Entry in
Telecommunication: Customer Loyalty, Price Sensitivity and Access Prices”
have stated that telecommunication services are like undifferentiated
products.Therefore, customers are not price sensitive all the times and
sometimes brand loyalty takes a dominant part in brand preferences.
 Tajzadeh Namin A. A. ; Rahmani Vahid ; Tajzadeh Namin Aidin
(2012) analysed that the process of deciding over (choosing) a brand may be
influenced by situation and content. The findings suggest a significant
relationship between the variables “brand attitude”, “corporate attitude”, and
“product (cell phone) choice”. In addition, no significant relationship was
found between individual decision making processes (independent or
mediated) and product choice.
 Serkan Aydin, Gökhan Özer, Ömer Arasil, (2005) had focused on
to measure the effects of customer satisfaction and trust on customer loyalty,
and the direct and indirect effect of “switching cost” on customer loyalty. The
findings of this study show that the switching cost factor directly affects
loyalty, and has a moderator effect on both customer satisfaction and trust
 The Dream Catchers Group (2008) investigated if demographic
variables or if telephone features included on phones students already owned
were predictive of young consumers' perceptions of bundled features. In
addition, this study set out to determine if there were any significant
differences in students' perceptions of bundled features across demographic
variable
 Rodolfo Martínez Gras ; Eva Espinar Ruiz (2012) highlight a new
dimension in information and technology with respect to teenagers in spain.
The main objective of this article is to analyze the relationship between
Information and Communication Technologies and Spanish adolescents.
Specifically, researchers have studied, through qualitative methodology, the
characteristics of teenagers’ access and uses of technological devices. and
analyzed the purposes that motivate the utilization of Information.
 3.1 COMPANY PROFILE
Samsung company commenced its operations in India in December
1995 and is today a leading provider of Consumer Electronics, IT and Telecom
products in the Indian market. Samsung India is the Regional Headquarters for
Samsung’s Southwest Asia operations, which provides employment to over
45,000 employees with around 11,500 employees being involved in R&D.
Samsung began operations in India through its manufacturing complex located
at Noida (UP), which today houses facilities for Colour Televisions (including
3D, LED and LCD Televisions),Mobile Phones, Refrigerators, Washing
Machines and Split Air Conditioners categories.
Samsung commenced operations of its second state-of-the-art
manufacturing complex at Sriperumbudur, Tamil Nadu in November 2007.
Today, the Sriperumbudur facility manufactures Colour Televisions, Fully
Automatic Front Loading Washing Machines, Refrigerators and Split Air
Conditioners. Samsung India has three R&D Centres in India.

Samsung Group, based in Seoul, is South Korea’s largest business group.

The multinational conglomerate contains numerous subsidiaries and affiliated
businesses, most of them under the Samsung brand.
 Samsung Marketing Strategy

Samsung has a vast product portfolio and its presence is in several different
product categories. The brand image driver for Samsung are the Samsung
Smartphone’s such as the Samsung note series or the Samsung galaxy series.
Overall, Samsung is present in the following product categories.
Products in the marketing mix of Samsung:-
1) Tablets
2) Televisions – LEDs, LCDs. Plasma TV, SMART TV, HDTV etc
3) Cameras and Camcorders
4) Refrigerators
5) Air conditioners
6) Washing machine
7) Microwave ovens
8) IT – Laptops, printers and accessories) Mobile phones – Smart phones,
normal phones.

The benefit of Samsung in terms of its product is that there is a trust on all
Samsung products because of the way Samsung products have performed in
the
last few years. Problems with the products has been negligible. And with its
Smart phones, Samsung has achieved a status symbol for its customers. At
the
 same time, Samsung is known for its service and people know that Samsung
gives a very fast service for any of its product. Thus in the marketing mix of
Samsung, the product portfolio is one of the strongest point for Samsung.

Price in the marketing mix of Samsung – Because of its presence

indifferent product categories, Samsung uses various pricing strategies. We
candivide the pricing strategies and match it with the products that it is used
for. Samsung is known to be a great brand but it is not greater than LG for
home appliances.In fact LG beats Samsung where home appliances are
concerned. Similarly in Washing machines – Whirlpool, and in Cameras –
Cannon, are the brands which are to be beaten. Thus in various categories,
Samsungkeeps competitive pricing so as to beat the competitor.
.Place in the marketing mix of Samsung – Samsung is present
throughvarious channels in the market. It works on the channel marketing
concept wherein there are three segments. Sales and service dealers, Modern
retail and Distributors. The sales and service dealers handle key accounts for
Samsung and are involved in corporate sales. These dealers may also open
exclusive Samsung showrooms. The Modern retail segment includes large
retailers like Croma, Hypercity, Vijay sales, Vivek’s and any others who are
present in the modern electronic retail chain. Samsung being such a branded
product, the retailers are bound to keep Samsung as an alternative for their
customers.
 Promotions in the marketing mix of Samsung – Samsung uses multiple
forms of promotions. Samsung as a company believes in pulling the customer
to themselves through advertising but at the same time uses strong tactics to
push the product to the customer through sales promotions. Thus on one hand,
Samsung uses various marketing vehicles across the year covering festive
season as well as non festive time. Here are key dates in the company’s history:
 1938: Samsung is founded by Lee Byung-chull as a trading
company.
 1953: After the Korean War, Lee forms profitable Cheil Sugar,
which is followed by textile, banking and insurance enterprises.
 1961: Despite a political coup, charges against Lee of illegal
profiteering and a 1966 family scandal of smuggling, the company
grows by diversifying into paper products, department stores and
publishing.
 1969: Lee, with the help of Sanyo, establishes Samsung Electronics.
It produces inexpensive TVs, microwave ovens and other consumer
products for Western companies such as Sears and General Electric.
 1970s: Under a government policy of rapid industrialization,
Samsung launches a number of enterprises in ship building,
petrochemicals and aircraft engines.
 1980s: The company is exporting electronics under its own name.
 1983: Samsung begins production of personal computers.\
 1987: Lee’s son, Lee Kun-hee, assumes control of Samsung.
 1988: Samsung Semiconductor and Telecommunications merges
with Samsung Electronics. Its core business focus is home
appliances, telecommunications and semiconductors.
 1990: Samsung becomes a world leader in chip production.
 1994: Samsung Motors is formed.
 1996: Lee Kun-hee is involved in a corruption scandal and gets a
suspended sentence for bribery.
 1998: Samsung completes the development of flat-screen televisions
and begins the first mass production of digital TVs. Samsung Motors
delivers its first cars.
 2005: Samsung develops the first speech-recognition phone.
 2007: Samsung Group is accused of political bribery and influence-
peddling throughout the South Korean government, judicial branch
and the media.
 2012: Samsung Electronics becomes world’s largest mobile phone-
maker by unit sales, overtaking Nokia, the market leader. U.S. jurors
rule Samsung must pay Apple (AAPL) $1.05 billion in damages for
violating six Apple patents on smartphone technology.mk
 Samsung Life

삼성생명

Type Public

Traded as KRX: 032830

Industry Insurance

Founded 1957; 61 years ago

Headquarters Seoul, South Korea

Key people Park Keun-hee (CEO)

Products Life Insurance, Health Insurance, Annuities

Revenue US$ 25.7 billion (2012)[1]

Net income US$ 0.85 billion (2012)[1]

Total assets US$ 195 billion (2015)[2]

Total equity US$ 18.9 billion (2012)[1]

 SWOT analysis (or SWOT matrix) is a strategic planning technique
used to help a person or organization identify strengths, weaknesses,
opportunities, and threats related to business competition or project
planning. It is intended to specify the objectives of the business venture or
project and identify the internal and external factors that are favorable and
unfavorable to achieving those objectives. Users of a SWOT analysis often
ask and answer questions to generate meaningful information for each
category to make the tool useful and identify their competitive advantage.
SWOT has been described as the tried-and-true tool of strategic analysis.
Many businesses conduct what is referred to as a SWOT analysis
each year to determine if the company is reaching its objectives. The acronym
SWOT stands for strengths, weaknesses, opportunities and threats. This type
of analysis enables you to establish measurements for, and forecast challenges
to, your business' success. Although there are newer variations of SWOT
analysis, it is difficult to attribute the development and practice of SWOT
analysis to one individual.

Features of a SWOT Analysis

While the four major features of a SWOT analysis are strengths,
weaknesses, opportunities and threats, these features signify much more. Your
strengths and weaknesses are internal factors; your opportunities and threats
are external factors and measures. According to Pamela Millar, principal at
Bridgemakers Consulting, "SWOT analysis provides an efficient way to
evaluate the range of factors that influence your operation, and can give you
valuable guidance in making decisions about what to do next. It also provides
a highly productive way to get your key personnel involved in the management
decision-making process."

Business Strengths
Your business' strengths rest upon a number of factors: your company's
product, reputation, profitability and workforce. If you have a product or
service that's in demand, it bolsters your profitability. By providing the
highest-quality product and service, your business reputation improves. Your
workforce, or human resources, enables you to create the best product you can.
In addition, your workforce can build your company's reputation by providing
an optimum level of customer service and attention to your clients' needs.
These things make up the first set of internal factors to consider in your SWOT
analysis.

Business Weaknesses
In contrast to strengths, your business may experience some weaknesses.
The same factors you evaluate as your company's strengths are what you
consider when looking at your potential weaknesses. If the shelf life of your
product is limited, or if the quality of the service you provide is below par,
these are potential weaknesses. If you forecast a decline in demand for your
product or service, this is an area in which you can make improvements. Re-
engineer your product or brainstorm with your workforce on how to improve
the service you provide. These are approaches that businesses consider when
detecting or anticipating internal weaknesses.

Business Opportunities
Opportunities are external factors that can affect your business, if you
recognize them and follow through on taking advantage of them. Look to your
internal strengths to approach opportunities with confidence. Your workforce
can be an extremely valuable resource. Your employees can assist in
identifying new opportunities, such as the opening of new markets or the
demand for a new service offering. Or your workforce can create new
opportunities by developing a new product or service your company can
market to your customers.

Business Threats
Threats are another type of external factor you can handle with your
company's strengths. A threat to your business success could be the opening
of a competing company or a competitor whose customer service levels have
improved so it draws a larger client base. Another serious threat could be a
dramatic drop in demand for your product or even a faulty product that will
take time to repair.
 Samsung company is a South Korean multinational conglomerate
headquartered in Samsung Town, Seoul.[3]It comprises numerous affiliated
businesses,[3]most of them united under the Samsung brand, and is the largest
South Korean chaebol(business conglomerate). Samsung is a large
worldwide company based in Seoul. Samsung means "three stars" in Korean.
 Strengths in the SWOT analysis of Samsung

 Samsung enjoys the widest range of product portfoliowhich includes

Mobile phone, Tablet, TV/Audio/Video, Camera, camcorder, Home
appliance, pc, peripherals, printer, memory cards and other accessories
 Samsung holds significant market share in most of the product
categories
 Samsung is NO.2 in terms of market share in mobiles, it
captured Nokia’s market share by superior innovation in smart phones
 Samsungs is the best in terms of design features and technology. It was
the first to introduced dual screen mobiles , 65k TFT/LCD colour phone, first
phone with polyphonic ringtones, phones with rotating lens, thinnest and
lightest note pad etc
 Samsung enjoys the first mover advantage in terms of introducing
advance features in LCD, refrigerator, Air conditioner etc. It introduced the
world’s smallest MP3 player and India’s first 17” TFT-LCD-TV monitor.
 Samsung took advantage of the growing economy of Asian market by
setting up manufacturing plant in India there by reducing logistics
and supply chain costs.
 Samsung brand value increased by 80% in past three years
 Brand image:

One of the key strengths of Samsung is its brand image and that’s why it is
one of the most popular electronics and IT brands globally. Apart from being
an innovative brand that has brought several market leading products likes
Galaxy smartphone and High Definition screens, it is also known as a socially
responsible brand. A strong brand image is a sign of popularity and Samsung
ranks among the top brands in the Asian markets in terms of popularity. In the
recent years several successful product releases and a great branding strategy
have strengthened this image further.

Global presence:

Global presence is also a key strength of Samsung. It has 217 operation hubs
operational globally. Apart from that, it has offices across 73 countries that
employ around 320,671 people (as of end 2017).

Large product portfolio:

Samsung has a large product portfolio of products including semi

conductors, displays, smartphones and consumer electronics as well as
computer products. It also has a nice line of laptops and desktops as well as
printers even if its market share in the computing industry is small. However,
it surpassed Intel a few years ago to become the leading chip maker of the
world.

Stronghold Asian markets:

Asian markets are Samsung’s stronghold. Both China and India are leading
markets for Samsung where the popularity of its products is high. US may be
the largest market for Samsung but the Asian markets are growing increasingly
important for the global brands. China is a developed country and holds
immense potential as a market for consumer electronics, computer parts as
well as smartphones. India is also developing very fast and holds immense
potential as a major Asian market.

Strong focus on research and development:

Samsung is a major technology brand but the tech industry is marked by

intense competition. To retain its leading position in the tech industry, the
company has maintained heavy focus on research and development and
invests a major sum every year. This is a critical advantage since spending on
R&D enables brands to grow sources of competitive advantage as well as
bring unique products ahead of their competitors. However, this focus on R&D
has also earned Samsung very high level of popularity around the globe.
 Weaknesses in the SWOT analysis of Samsung

 Samsung Mobile launched a series of Smart phones recently which led

to cannibalization
 The demand for LCD panels is expected to decline in the future
 Still Nokia is considered to be the most preferred product in India in
terms of ease of use, reliability and resale value
 Chinese products focus on economies of scale and dump into Indian
market for lesser cost. This results in reduction of sales
 Samsung is a hardware leader but has too much of dependence for
software from other parties.
 Online stores which sell a wide range of products are giving better
deals as they don’t incur cost in distribution channel

Weak Position in the PC market:

While the PC market has declined during the recent years, still it is a major
market with huge potential. HP, Lenovo, Dell and Apple are the leading
players in this industry and Samsung’s market share is much small as
compared to them. While Samsung has brought a nice line of computer
products still competition is intense and it has not been able to be among the
top six in this industry.
 Higher dependence on the American markets:

Samsung depends on the American markets for a large part of its revenue
and this can be a weakness. Fluctuations in the American markets can affect
its revenue and profits. To reduce it, Samsung would need to penetrate the
Asian and European markets deeper. Moreover, depending too much on
American markets can subject it to unnecessary pressures which can be
avoided by having a more consistent performance globally.

Opportunities in the SWOT analysis of Samsung

 Samsung is planning to make the air-condition product category more

strong with unique technology called ‘Triple protection proposition’
 is the India’s official ‘Olympic partner’ for the 2012 London Olympic
and recently launched ‘Olympic Ratna Program’. This will result
enhance brand awarenessand increase the sales
 Samsung Mobile and Home appliance has future plans of launching
Customized products for Indian market. This will improve the market share in
rural market
 The Indian youth population is growing and mobile phone sales is
expected to increase due to lesser call rates
 Its financial position is strong and there is a scope of entering into
unrelated diversification
 AI and Innovation:

Technological advancement are happening at a fast pace and this offers the
technology brands a major opportunity to take their products and consumer
experience a step ahead of their competitors. AI is a hot area right now which
can help Samsung improve its customer experience manifold. Moreover
focusing on this area can help it bring superior products and grow its
popularity faster. The technology market has grown highly challenging and
competitive and the best option before any technology brand looking to grow
its business and revenue faster is to invest in innovation.

HR Management:

HR in the technology industry is a major source of competitive advantage.

The leading technology brands are investing in this area to hire and retain the
best as well as train their employees to perform at their best. Investing in better
HR management will improve Samsung’s productivity and overall
performance. It must invest in training and engagement of its employees to
grow its competitive advantage and revenue.

Digital marketing and supply chain management:

Digital technology has progressed fast in the recent years and brought new
opportunities of marketing as well as HR and supply chain management for
the business brands. Marketing and supply chain management are very
important areas for any technology brand. Samsung can use digital technology
to engage its customers and supplier better. Moreover, digitising the supply
chain has been found to offer several important benefits like reducing costs
and lead time.

Diversification and acquisitions:

Samsung must try to grow its market share and customer base through
diversification and by acquiring other businesses. In the technology industry
there are several related areas where diversification can easily open new
channels of revenue and growth. Moreover, since Samsung is in good financial
shape, it will be easy for the brand to generate new sources of revenue by
acquiring other smaller businesses that strengthen its core offerings.

Threats in the SWOT analysis of Samsung

 Samsung has wide variety of product lines, failure of one product

line will have impact on the other and will result in brand dilution

 The competitors like Nokia are focused only in one segment

 Since India is a potential market, entry of foreign players is likely high.
Foreign players like Haier have already started gaining market share in India
in home appliances.
 Threats from Chinese products
  Retail Chains like Big bazaar sell consumer electronics and home
appliance in low cost strategy which are procured in bulks from foreign
market

Competitive pressure:

Competitive pressure in the consumer electronics, computing products and

smartphone industry has grown. From Apple to Huawei and Xiaomi, all these
brands are posing a tough challenge before Samsung. This can lead to higher
pressure related to product innovation and marketing. Growing competitive
pressure results in financial pressure as well.

Legal and Regulatory threats:

The legal and regulatory difficulties before the global technology brands has
grown making it more difficult for them to operate internationally. While laws
differ from market to market, there are several to comply and non-compliance
results mostly in heavy fines. From labor to environment and product safety,
there are strict laws in each area that require to be complied with.

High expenses on R&D and marketing:

Expenses on research and development as well as marketing has kept

growing at Samsung. The brand is facing intense competition in the global
markets which is causing a rise in expenses in these areas.
 Increasing raw material and labor costs:

The costs of raw material and labor have kept rising over time leading to
higher operational costs for Samsung. This can be a major threat requiring
better management of supply chain as well as Human resources. It also leads
to higher operational costs and burden on revenue and profit margin.

Samsung Segmenting and Targeting Markets

Geographic Segmentation
Samsung geographic segmentation is world wide, they sell their phones in
61 different countries. They make slight variations in languages and
applications but the physical appearance of their phones is universal.

Demographic Segmentation
Age Segmentation: Their target age segmentation is teens, young adults
and adults in early and mid 30's.

Income Segmentation: Their target income segmentation is middle class

and high-class income.

Ethnic Segmentation: Since Samsung sells world wide, they don't havea
specific ethic segmentation.
 Family Life Cycle Segmentation: Their target family life cycle is young
single, young married or divorced with or without children.

Gender Segmentation: Smartphones are not gender specific but since

women shop more than men I would assume they have more womenbuying
their phones than men.

Psycho graphic Segmentation

Samsung psycho graphic segmentation includes individuals from teens to
mid 30's who like new technology, tech savvy and can afford to buy it.

Benefit Segmentation
When Samsung customers buy their phones the benefit they expectfromit is
simple appearance, new and updated features and reasonably priced.

Usage- Rate Segmentation

The smartphones market has a lot of heavy users because of theconvenience
of it, you can call, text, send pictures, play games, listento music and surf the
web all from a smartphone. Samsung as a large percentage of heavy users who
buys all of their latest phones and with mobile service company offering
upgrade plans it makes it easier to get the newest phones. There are people
who goes from one smartphone brand like Apple to Samsung because they
tired of it or they want to use.

Brands presents at the dealers:

Brands H/S Availability in shops % Availability

(out of 132)
LG In 122 shops 93.39 %

Samsung In 126 shops 95.28 %

Spice In 98 shops 74.52 %

Huawei In 84 shops 63.65 %

Micromax In 25 shops 18.86 %

ZTE In 8 shops 5.66 %

Haier In 95 shops 71.69 %

Nokia In 12 shops 9.43 %

Others In 34 shops 25.47 %

 interpretation
 Above figure shows that Samsung is most preferred brand in CDMA mobile
handsets among all the brands.

 LG is close competitor of Samsung with 93%+ availability in retail mobile

stores.

 The availability of Spice, Huawei and Haier is also good in CDMA market with
availability more than 50% mobile retail stores.
I also make a survey between 40 people that which mobile is more
prefer by the people in today’s market trend among Samsung, Redmi,
Vivo and Oppo and I found that.

Mobile name Samsung Redmi Vivo Oppo

Preference 10 18 4 8

Percentage 25% 45% 10% 20%

20

18

16

14

12

10

0
Samsung Redmi Vivo Oppo
INTERPRETATION
 Out of 20 people 10 people prefer Samsung which is 25% people of
my survey.
 Out of 20 people 18 people prefer Redmi which is 45% people of
my survey.
 Out of 20 people 4 people prefer Vivo which is 10% people of my
survey.
 Out of 20 people 8 people prefer Oppo which is 20% people of my
survey.

Mobile Market Share

 INTEPRETATION
 Zigzag line shows CDMA market shares in retail stores.

 CDMA mobile market share is vary in different stores.

 Majority of CDMA mobile market share in stores vary between 20% - 40%.

CDMA Mobile Market Share (Handset wise) in 132 shop

MARKETING SHARE
Market Samsung LG Haier Spice
SShare
Less than 1 shop 2 shops 79 shops 28 shops
20%
20% - 30% 23 shops 33 shops 22 shops 39 shops

30% - 40% 38 shops 42 shops 22 shops 21 shops

40% - 50% 39 shops 23 shops 3 shops 21 shops

More than 36 shops 29 shops 5 shops 5 shops

50%
 Interpretation:

 Samsung market share is high among all the brands in majority of

mobile retail store Samsung mobile market share is half or more than 50%
 In most of the mobile store Samsung’s mobile market share is 30%-
40%
 LG is close competitor of Samsung in majority of mobile shop market
share of both of the brand in almost equa
 FINDINGS
Samsung long term strategy should be to create a brand image and be
known for innovation.
The SWOT analysis shows the company’s current situation as well as
what can be done in near.
 Samsung market share is high among all the brands in majority of
mobile retail store Samsung mobile market share is half or more than
50%and serve wide areas like globally.
 Samsung is the most trusted brand. Its product lasting for long term

 Zigzag line is shows CDMA market shares in retail stores.best quality

and cost savings.
Cost remains the biggest hurdle to fostering innovation. It will be
always production of good quality in cheaper rate.
LG is close competitor of Samsung in majority of mobile shop market
share of both of the brand in almost equa.
 In most of the mobile store Samsung’s mobile market share is 30%-
40%
 SUGGESTIONS:
 The price of the durable products should match with the purchasing
power of the Indian buyers.
 As the majority of the buyers prefer pre-installment purchase, the
dealers should extent credit facilities.
 The brand owners should adopt better consumer motivation
technique, as the consumer prefer to keep premium brand, the
manufacturer should concentrate on exploring this opportunity
 Unbranded goods are least considered by the consumers and the study
revealed that brand has influence on the purchases decision of consumers.
Branding facilitate the business to market their products by helping the
consumer to identify products that might benefit them. Hence, the
manufacturer should understand the value and power of brand so that
confidence can be created in the minds of the consumers.
 The advertisement is not merely means of communication about the
products but definite strategy which attracts the consumer and also creates
confidence in the minds of the consumers about the durable goods and its
features. The study revealed that consumers feel that the advertisements
are reliable only towards to a 168 certain extent. Hence manufacturers of
the durable goods should consider this aspect and take all possible
measures to ensure advertisements are reliable. The awareness being the
first element of purchase process, the manufacturers need to focus on the
consumer awareness in a better way for achieving the results.
 CONCLUSION
Samsung India ltd. Is a leading Electronic company in India and from last
five consecutive years has shown accelerated growth in electronic portfolio.
Customers in India are also spending more in electronics as their standard of
living is growing. Samsung has placed itself successfully in the position of
market leader in electronic products. Though there was some downfall in sales
and profit of the company in the beginning of this decade but after that
Samsung has shown considerable rise in both sales and profit. The future of
the company is also looking bright as electronic market in India is still
expanding and so we can safely conclude that Samsung will be able to secure
its number one position in electronic product. Samsung has also started
project, that has provided it direct reach to rural market. This may be
considered a revolutionary step since the urban market is reaching its
saturation level and there is a huge scope exploring rural market. This will also
be helpful not only increasing its market share but also the projective goodwill
of the company. Samsung still stands as the top most brand and from my study
I expect that it increases its operation and expansion
 BIBLIOGRAPHY
In order to make this project we have taken the help of the following
websites & books:
 www.wikipedia.com
 www.samsung.co.in
 www.scribd.com

Besides it various books are also consulted to prepare project report.

AUTHOR’S NAME BOOKS

 AshishBenerjee Principle of economics

 I H.L. AhujaModern Microeconomics
News Papers:
 Economics Times
 The Hindu
 Financial Times
 The Business Line

Articles: -
 Mikolaj Pindelski (2015), Warsaw School of Economics 978-83-
65416-51-3

 Marilyn M. Helms and Judy Nixon (2010) Journal of Strategy and

Management
 Tanya Sammut-Bonnici and David Galea Wiley (JAN 2015),
“Encyclopedia of Management”, Publisher: John Wiley & Sons, Ltd.