“A STUDY ON CUSTOMER RETENTION TOWARDS

SAMSUNG”

A PROJECT SUBMITTED TO
UNIVERSITY OF MUMBAI for partial completion of the degree of Bachelor in
Management Studies

Under the Faculty of Commerce

BY:

SAHIL RAMESH SATHE

UNDER THE GUIDANCE OF:

Mrs. ADITI PATGOANKAR

K.G. Joshi College Of Arts & N.G. Bedekar College Of Commerce

MARCH 2023

1
 Declaration

I the undersigned Master Sahil Ramesh Sathe here by, declare that
the work
embodied in this project work titled “A STUDY ON CUSTOMER
RETENTION TOWARDS SAMSUNG” forms my own contribution
to the research work carried out under the guidance of Prof.Mrs.Aditi
Patgaonkar is a result of my own research work and has not been
previously submitted to any other University for any other Degree/
Diploma to this or any other University.

Wherever reference has been made to previous works of others, it has

been clearly indicated as such and included in the bibliography.

I, here by further declare that all information of this document has been
obtained and presented in accordance with academic rules and ethical
conduct.

Master Sahil Ramesh Sathe

Certified by

Prof. Mrs.Aditi Patgaonkar

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 Acknowledgement

To list who all have help me is difficult because they are so numerous
and the depth is so enormous.

I would like to acknowledge the following has been idealistic channels

and fresh dimensions in the completion of this project.

I take this opportunity to thank the University of Mumbai for giving

me chance to do this project.

I would like to thank my Principal, Dr. Mrs. Suchitra Naik for

providing the necessary facilities required for completion of this
project.

I take this opportunity to thank our Coordinator Prof. Mr. Nitin Pagi,
for her moral and support and guidance.

I would also like to express my sincere gratitude towards my project

guide Prof. Mrs. Aditi Patgaonkar whose guidance and care made
the project successful.

I would like to thank my College Library, for having provided various

reference books and magazines related to my project.

Lastly, I would like to thank each and every person who directly and
indirectly helped me in the completion of the project especially My
Parents and Peers who supported me throughout my project

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 INDEX

SR NO PARTICULARS PAGE NO

1 INTRODUCTION
1.1 Definition

1.2 SAMSUNG’s Narrative

1.3 SAMSUNG’S History

1.4 Samsung Logo and Its

History

1.5
1.6
1.7
1.8
1.9
1.10
1.11
1.12
1.13
1.14
1.15
1.16
1.17
1.18
1.19
1.20
1.21
1.22
1.23
1.24
1.25
1.26
1.27
1.28
1.29
1.30
1.31
1.32
1.33

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1.34
1.35
1.36
1.37
1.38
1.39
1.40
1.41
1.42
1.43
1.44
1.45
1.46
1.47
1.48
1.19
1.50
2
2.1
2.2
2.3
2.4
2.5
2.6
2.7
2.8
2.9
2.10
3
3.1
3.2
4
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
4.10
4.11
4.12
4.13
4.14
4.15
4.16

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5
5.1
5.2
5.3
5.4
5.5
5.6
5.7

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 CHAPTER 1

INTRODUCTION

1.1Definition

‘Customer Retention ‘is a key element to business

organization .it states deeply held commitment to re-buy or
re-patronize a product consistently in future .To concentrate
its limited resources on the greatest opportunities to increase
sales and achieve a sustainable competitive advantage..

1.2SAMSUNG’s Narrative

Samsung is a South Korean conglomerate that was founded

in March 1938 as a grocery trading store by Lee Byung -
Chull. In 1969, the company made its first foray into the
electronics industry, releasing ablack-and-white television as
its first electronic product. Soon after, the company began
exporting itsproducts and grew to become a major
electronics manufacturer in its home country. In 1970, the
companypurchased a 50% stake in Korea Semiconductor.
As the company grew rapidly in the early 1980s, it
established separate branches for its variouselectronics
businesses. At the same time, the company invested in two
research and developmentinstitutes, allowing it to become
the market leader in information technology services. By the
1990s, thecompany had risen to become one of the world's
top five electronics manufacturers, best known for
itssemiconductors, LCD screens, and other technological
products.
In 2000, Samsung made its first foray into mobile phones
with the release of a feature phone with a built in camera
capable of taking up to 20 photos at once. By late 2000, the
company had released a numberof phones, but its global
success story began with the release of the Galaxy S series of

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smart phones, which used the company's OLED screen
technology and hummingbird processor. Apart fromsmart
phones, the company is also a major seller of tablet
computers, particularly the Android-poweredSamsung
Galaxy Tab-series, and is widely regarded as the inventor of
the phablet category with itsSamsung Galaxy Note-series
devices.

1.3 SAMSUNG’S History

In India SAMSUNG Electronics 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 8,000 employees with
around 6,000 employees being involved in R&D. In 2010,
SAMSUNG India achieved a sales turnover of US$3.5
billion. 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 Color televisions, Fully Automatic Front-
Loading Washing Machines, Refrigerators and Split Air
Conditioners. SAMSUNG India has two R&D Centers in
India - at Delhi and Bangalore. While the Delhi R&D Centre
develops software solutions for hi-end televisions such as
Plasma TVs, LCD TVs and Digital Media Products, the
Bangalore R&D Centre works on major projects for
SAMSUNG Electronics in the area of telecom, wireless
terminals and infrastructure, Networking, SoC (System on
Chip) Digital Printing and other multimedia/digital media as
well as application software. SAMSUNG India is a market
leader in product categories like LED TVs, LCD TVs, Slim
TVs, and Side by Side Refrigerators. While it is the largest

8
mobile handset brand in India, it leads in the smart phone
segment in India.

SAMSUNG India has won several awards and recognitions

for both its corporate initiatives as well as its product
innovations in audio visual, home appliance, IT and telecom
product categories Apart from development of innovative
technology, SAMSUNG places great importance on acting
as a responsible corporate citizen in the communities where
it operates. Its CSR programs respond to the social and
environmental needs and seek to give back to communities
that support the company. In 2009, SAMSUNG launched the
company's Corporate Social Responsibility initiative
"SAMSUNG Hope Project" with projects in the areas of
education, culture, sports, social welfare, and community
development. Each program under the Hope Project uniquely
addresses the needs of individual communities while
emphasizing on innovations for development of the
community is including education, technology, engineering,
and IT technical training.

1.4 Samsung Logo and Its History

Samsung is one of the biggest technology companies on

Earth, earning billions of dollars in turnover and producing
hundreds of product lines. They voted the 6th most valuable
global brand in 2019, and this is in no small part to the iconic
Samsung logo – the unique white font onto a blue oval
background. Samsung's logo is a symbol of prosperity and
innovation that is recognized all over the world. Today, we'll
take a closer look at the Samsung logo, and how it came to
be the logo that we all recognize. Samsung is now a major
global electronics manufacturer that has carved out a sizable

Market share in recent years. Their success has been

virtually unmatched by any
Competitor in their vertical, and the end of it appears to be a
long way off. Samsung was founded with the intention of
becoming a food distributor rather than an electronics titan.
They supplied rice, dried fish, and noodles to China and
Manchuria, as well as a variety of rice vodka and wine

9
brands from the 1930s onwards. As the company grew, its
direction and appearance changed, as did the now-famous
Samsung logo.

1937-1968:
Noodle packages featured the initial Samsung logo. After
that, they started using it to label products like vodka, wine,
rice, dried fish, and more that were part of the assortment. It
was a detailed rectangle-shaped trademark. It had Korean
characters on it, and inside of two rings was a white circle.
Three stars with five points were in the middle. Because
"Sam" means "three" and "sung" means "star," ," they are
known as the brand.

Regarding the origin of such a concept, there are a number of

presumptions. The first version said that the company's
owner was his sons, who were supposed to inherit the
business. Concurring to another speculation, he put an
extraordinary imagery into the word: He wanted the business
to shine like a constellation of stars. Additionally, the word
"sung" is associated with eternity, and the character "Sam"
signifies power and greatness. In addition to the stars, the
circle contained three horizontal lines that represented the
company's primary product, rice noodles. An ear of wheat
was planted a little bit lower as a nod to Samsung's
agricultural heritage.

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1969 - 1979:
In the 1960s, the brand began to engage in insurance and real
estate sales, which was reflected in its logo. Designers
removed all the elements that were associated with the
food industry. They left only three four-pointed stars placed
inside a white circle
against the background of the square. At that time, the
palette was black and white. Then the inscription “Samsung”
first appeared on the logo. The developers used the English
version of the name to emphasize the global nature of the
company and bring it to the international market. Strict bold
sans serif letters emphasized a restrained.
1980 - 1993: In the late 1970s, the founder of the company
considered the logo obsolete, so he decided to change its
graphic part. Designers removed the white circle and divided
the three stars, placing each of them inside the hexagon.
Geometric figures turned red because at that time came the
release of Samsung colour TVs. It was then that the
manufacturer once and for all abandoned inexpressive black
and white symbols. It was assumed that a bright palette
emphasized the high image quality of TV screens. Moreover,
the brand name appeared and disappeared. The font has
hardly changed.

2005 – Present:
Designers simplified the logo by removing the oval. All that

11
remains is the word “Samsung,” painted blue. It is written in
an individual font, which vaguely resembles DDT Cond
Semi Bold and Helvetica Black. Printed characters are
characterized by

right angles and the absence of serifs – the letter “A” without
a horizontal stroke. But the logo with the ellipse did not
disappear anywhere – it became corporate. Now it is used by
Samsung Group and subsidiaries. In turn, a brand name,
consisting of one inscription, is found in advertising
campaigns. There is nothing superfluous in the South Korean
company’s emblem – only the inscription “SAMSUNG” in
the upper case. After the 2005 redesign, the word is placed
on an empty background. Before that, it was inside a raised
oval, which was remembered by many owners of Samsung
electronics and household appliances. But the developers
took the path of simplification, removing the geometric
shape and leaving only the brand name.

This concept is very different from the original because from

1969 to 1993, the logo contained three four-pointed stars.
The blue oval and white letters make their first appearance.
The three stars are absent from the logo for the first time, but
the connection to space and the stars is maintained by the
shape of the oval surrounding the fonts, which represents the
shape of our universe. If you look closely, you will notice
that the letter 'S' was designed to appear to spill beyond the
blue oval and into outer space. The same can be said for the
lower half of the letter 'G.' Designers made these choices on
purpose to represent Samsung's willingness to be open to the
entire world, to everything new, and to developmental
perfection. Blue, the color of the ocean and sky, represents
serenity, trust, and dependability. Originally, the logo was
going to include the word 'Electronics' beneath the main font,
but the company decided on a simpler, less wordy design and
left the Company name out. Samsung is always open to
changing their logo, as the blue oval can sometimes
disappear entirely from the logo, as seen on the Chelsea
football club shirts, for which Samsung is the official
sponsor.

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1.5 Market Analysis

Regarding the industry and market analysis, Samsung

smartphones are at the top because the company is
facilitating all types of the customers, Samsung is using the
effective and the suitable strategies so that the use of their
smartphones can steadily increase in the market. However,
the company is performing well in the market and the
performances focused on the newest trends and the
technologies so that there could be betterment and
satisfactory level in order to achieve the higher expectations
that are from the consumers. Samsung smartphones are most
beautiful smartphones because they are designed brilliantly.
Therefore, the company is focused on the environmental-
friendly conditions, as the sustainability and technological
advancement is the main objectives of the company in the
smartphones industry, Samsung market is also increasing in
the market because the company has the objective is to focus
on the customers from different social classes or the
backgrounds. Samsung is making the great deals with the
customers in the market, though, the latest technologies are
assumed by the Samsung’s smartphones as providing the
additional facilities to the customers. The innovators or early
adopters are the current target group of the Samsung’s
smartphones S8 because customers are getting high interest
on the newest releases. However, the Samsung smartphones
are most liked in the industry and the trend of using the new
Samsung smartphones are
Increasing in the teenagers, the new product of the company
is focused on the recent.

Mobile trends because there are new colors and the best
experience provided o the customers. The Porter’s Five
Forces methodology can behelpful in order to do the deeper
analysis of the company situation; however, it can examine
the business strategies that the company can be used in the
market for the affectivity. 7
Threats of new entrants Samsung’s smartphones have the
low threat of the new entrants because the company has the
well-established market; the rate of new entrant is quite low
because the new companies have to spend a lot of money if
want to compete in the market, it is not easy to make new

13
customers. However, there is the need of the capital
requirement and the huge manufacturing costs because the
industry is at maturity stage .Threats of substitutes regarding
the threats of the substitute products is moderate in the
industry because people across the world are connected
through the communication. People or the users have the
ability to access or contact through the
Internet services, e-mails, newspapers etc. There are different
applications at the cheaper prices from which the people can
stay connected; therefore, there can be the less demand of the
smart phones, notebooks in the future Competencies that are
valuable help the Samsung Electronics in exploiting the
opportunities available and in neutralizing the threats from
the internal and external environment. These competencies
allow business to grow, develop, and expand further future.

14
1.6.Brand image in terms of social responsibility

The Samsung Electronics has a defined corporate social

responsibility function
The Samsung Electronics regularly engages in social
responsibility actions, and makes them transparent
All stakeholders are acknowledged about the company’s
activities, and social responsibility actions through official
documents including the annual report, and website
Engagement in CSR activities allows Samsung Electronics to
build a non-substitutable competency as engagement and
strategies for CSR are integrated with the broader business
goals and developedStrategically.

1.7. Brand image

The Samsung Electronics brand image is unique and

contains high brand integrity
The brand image has been developed over a long time, and
through continuous effort and quality product offering by the
Samsung Electronics
The brand image represents trust and honesty on part of the
Samsung Electronics
The brand image is a source of competency because it is
unique to the Samsung Electronics, andcannot be imitated by
other players, re substituted by them.

1.8. Reckoned brand

The Samsung Electronics brand enjoys high brand

recognition
This brand recognition is a direct result of high brand
integrity and appositive brand equity
The high brand recognition is important for not only sales
but also for the company value
The brand image is a result of long-term brand investment,
and cannot be substituted by other players in the industry.

15
1.9. Relationship with suppliers

The Samsung Electronics is valued globally for its

distribution system
The Company has also successfully provided products, and
made them extremely accessible forCountries where
operating units do not exist This has been made possible
through the highly efficient distribution system of the
company thatSupplies products globally
The Company’s relation with dealers and suppliers is
particularly string and based on strictly followedStandards
and criteria
This is a valuable resource for the company that allows the
Samsung Electronics Company to exploit further
opportunities in different regions and countries globally.

1.10. Propensity for Innovation

The Samsung Electronics is highly innovative in its product

offerings d services
The innovation also expands into other functional areas of
the company such as marketing
The innovation is helpful in making processes more effective
for the company
This allows the company to lower its operational costs, and
achieve economies of scale 20
As such, the propensity for innovation has been a valuable
resource for the company that helps itNavigate
environmental threats effectively, and benefit from the
opportunities presented in the environment

1.11. Ability to raise capital

The Samsung Electronics is large conglomerate.

The Companyis able to raise equity through internal source
The ability to raise capital internally is important for the
company’s planned expansion and diversification
This ability has also allowed the company to engage in
mergers and acquisitions, and thereby reduce the market
competition
The Samsung Electronics has also been able to gain

16
increased market penetration and market accessthrough its
ability to raise capital
The ability to raise capital is important for the company to be
able to take advantage of potential opportunities in the
market.

1.12. Quality product offering

The Samsung Electronics offers high quality products to

consumers that have been a source of thebrand appeal
The high and consistent quality leads to repeat purchases,
and increases consumption of SamsungElectronics’ products.

This is an inimitable resource for the company as the high

quality, and specific of prediction areknown internally to the
top management of the company only.

1.13 Location of the stores/ placement in stores

The Samsung Electronics operates through multiple stores in

different countries and regions
All the places where the Samsung Electronics stocks its
products are easily accessible, and providehigher visibility to
the band
Consumers can easily purchase the Samsung Electronics’
offerings and products in all the countriesand regions it
operates

1.14. Marketing communications

The Samsung Electronics has made use of marketing

communications strategically to induce higherconsumption
The strategic focus of the business sis enveloped by the
organizational culture, and the business visionunder the
strategic leadership – which in turn is inimitable
The marketing communications for the company are thus an
inimitable resource that have allowedthe brand to maintain
long term competitive advantage internationally.

17
1.15 Competitive pricing

The Samsung Electronics has efficient production capacities

that operate at economies of scale
The company has controlled operational costs that have
been achieved through expansion, and aconsistent demand
The company has also integrated technology to minimize
costs, and improve processes and operational internally
This cost saving function allows Samsung Electronics to
continuously maintain competitive pricingin comparison to
competitors
This is an inimitable resource for the Samsung Electronics

1.16. Customer experience

The Samsung Electronics provides a unique customer

experience to the customers
The company offers customers high brand engagement with
the experience that is memorable, and
relevant for the target groups
The company engages with the customers at multiple
touchpoints, and offers a holistic experiencethat leads to
customers wanting repeatpurchases
The engagement and brand experience for customers for the
Samsung Electronics has also expandedbeyond the basic
product offering and evolved into offering and engaging
consumers with relevantcontent generation that allows the
brand to increase its equity.
This is thus a non-substitutable advantage enjoyed by the
Samsung Electronics.

1.17 Organization

These resources are uniquely developed for the Samsung

Electronics and cannot be used by competing players in the
industry. These resources have no substitutes, and thus
cannot be employed by companies other than the Samsung
Electronics, and as such allow the company to exploit
opportunities and make use of resources effectively for
business growth.

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1.18 Financial strength

Samsung Electronics enjoys substantial financial strength in

addition to its brand strength
The financial strength supports the company in exploring
opportunities for new product developmentsand launches
The financial strength is also important in allowing the
company to evaluate potential mergers andacquisitions for
gaining competitive advantage
The financial strength has also been a source of value for the
company in helping it focus oninnovation in product
offerings, and maintaining consistent quality thought out
different countrieswhere it operates
The financial strength is also valuable because of the
support it offers to the company’s vast and wellmanaged
distribution system
The financial strength is particularly important for the
Samsung Electronics in enabling it to realize possibilities
and opportunities –internally as well as externally.

1.19. Technological integration and advancement

The technological advancements and integration at the

Samsung Electronics are also an importantresource for
developing competitive advantage
The technological advancement allows the Samsung
Electronics to maintain effectively and efficiencyin its
various business processes and operations
The technological advancement and integration also allow a
smooth management of global operationsfor the company
which is important to maintain effective logistic management
The technological advancements and systematic integration
are a competency that allows theSamsung Electronics to
build long term competitive advantage over competition.

1.20.Employee training

The company provides in house trainings specific for

different job roles and job designs to itsemployees which

19
help them in achieving their desiredesired job responsibilities
The training provided by the company refines individuals not
only for their job roles and professionalgrowth, but also
towards personal growth and development
The training and investment by the company in individuals
leads to strong organizational commitmentand is a valuable
competency in allowing the Samsung Electronics to benefit
through a strong andcommitted workforce.

1.21.Investment in research and development

The Samsung Electronics makes substantial investments in

research and development
The research and development function at Samsung
Electronics enables it to stay abreast of market
trends and consumer behavior
With knowledge of changing consumer tastes and
preferences, Samsung Electronics Company is able
to make use of its research and development function to
develop offerings that meet the changingtastes and demands
Investment in articulate and focused R&D is a resource for
the Coca Cola Company that has allowedthe business to
maintain competitive focus and exploit other resources
effectively.

1.22. Distribution channels

One of the greatest strengths and resources enjoyed by the

Samsung Electronics Company is itscontrol over, and
development of distribution channels
The company’s distribution system, and the supply chain
comprises of a number of differentdistribution channels –
that re agent and dealer based, and also owned and controlled
by the company
The mix of distribution channels allows the Samsung
Electronics to have access to, and penetratedifferent markets,
and increase the number of sales and consumption of its
products
The articulate and intricately designed distribution network
has proven to be an inimitable resourcefor the company that

20
has developed with time through strong relations with
suppliers and distributors.

1.23. Corporate leadership and vision

The corporate leadership and vision are also non

substitutable, and cannot be applied to other firmsin the
industry
The leadership provides unique strategic vision and
direction to the company
The leadership also plays an important part in motivating
employees and settings business goals andtargets to be
achieved .
The Samsung Electronics’ expansion and growth is directly
related to the leadership it has.

1.24. Production capacity

The Samsung Electronics has high production capacities.

The brand supplies products globally at different location, in
over a hundred countries
The streamlined production process that employs effective
and efficient operational costs andinventory management
systems provide a unique edge and competitiveness to the
SamsungElectronics Company
This in turn becomes a non-substitutable advantage for the
company that allows it to explore new regions efficiently as
well.

1.25. Human resources

The Samsung Electronics invests substantially in its human

resources.
The human resource function of the brand is important in
building the competitive advantage for thecompany by
providing it with improved talent.

The human resource function at the Samsung Electronics is

responsible for all employee relatedactivities – from
recruiting to compensation management to succession
planning and training

21
 The human resource function is also important for
maintaining the supportive organizational cultureat the
Samsung Electronics
The human resource function is important for the Samsung
Electronics to grow and develop furtherand exploit other
resources with smoothness.

1.26. Organizational culture

The Samsung Electronics enjoys a supportive and

innovative organizational culture. The organizational culture
at the company allows growth and development of not only
the business at large, but also of individual employees. The
organizational culture is free sharing in information, and
supports teamwork and synergy. This is an important
competency and resource for the Samsung Electronics which
allows it to grow internationally and support various
diversifications as well.

1.27.Brand Trust

Samsung, India’s largest smartphones and consumer

electronics brand, has been ranked India’s Most Trusted
Brand by brand intelligence firm TRA research. This is the
second year in a row that Samsung has become India’s Most
Trusted Brand.
TRA’s Brand Trust Report 2018 is a syndicated research
conducted amongst 2,488 consumer-influencers across 16
cities in India.“Samsung’s second year as India’s Most
Trusted Brand reflects the brand’s focus and commitment to
building trust,” said N Chandramouli, Chief Executive
Officer, TRA Research.
“The South Korean conglomerate has illustrated unwavering
consistency maintaining its dominance. Samsung continues
to display its determined supremacy due to its innovative
products coupled with aggressive marketing initiatives,
which have contributed to the brand’s success in India &
worldwide,” said the Brand Trust Report 2018.
In 2017, Samsung had risen 17 ranks over the previous year
to get to the top spot.

“True leadership is about winning the hearts of the

consumers. Samsung believes in transforming people’s lives

22
with its innovative technologies and solutions. Our 22-year
journey in India has seen us achieve many milestones,
including becoming the No. 1 smartphones and consumer
electronics brand. In being chosen as the most trusted brand
in India, we are truly humbled by the love that consumers
have continued to bestow on us,” said Mr. Ranjivjit Singh,
Chief Marketing Officer, and Samsung India.

Samsung began its journey in India in 1995, and in over two

decades, it has grown into one of the country’s biggest
consumer product companies, with two manufacturing
facilities, five R&D centers, 1 design centre, 1.5 lakh retail
outlets and over 70,000 employees.
The Company’s first manufacturing facility in Noida and the
R&D centre in Bangalore were set up very early in its India
journey, in 1996.
Consumers are at the centre of everything Samsung does and
this can be seen in its ‘Make for India’ initiative. Under this
initiative, Samsung R&D centers
continuously developing specific innovations that cater to the
needs of Indian consumers, helping make their lives better.
In June, last year, Samsung announced an investment of INR
4,915 crore in India to add fresh capacity at its Noida plant.
The investment reaffirms Samsung’s commitment to ‘Make
in India’. The expansion of the plant will double the
production capacity of both mobile phones and refrigerators,
further consolidating Samsung’s leadership in the mobile
phones and consumer electronics segments.

1.28. Achievement of Samsung

Samsung has steadily become a design-driven firm through

various manufacturingand development processes. By 2002,
the company had established a corporate designcenter for
product research, testing, and improvement. Samsung
has gained revenue,market share, and product
penetration into new areas due to its distinctive and
greatdesigns. The company has won numerous accolades in
various categories. In 2019, thecompany was known
globally for developing technologically advanced electronic
deviceswith enhanced functionality. Thirty goods were
identified and honored by CES 2019innovation award
winners. It honors a variety of everyday objects that stand

23
out in terms oftechnological design. Samsung has been
empowering and advancing the electronic industrywith
innovative and unique goods that serve consumers.
Samsung's strategic management team attributes its design
successes to thoroughmarket research, a world-class team of
people, and embracing technology improvements.The
success of devices like the Galaxy Note 7 shows how design
strategies shape andcontribute to the product's design.
Notably, Samsung has invested much in
technologyinfrastructures such as 5G network capacity and
AI. The organization has been identified toobtain high-end
market prospects by consistently developing items
that meet marketdemands. Samsung's award-winning
products include but are not limited to
SamsungGalaxy Note 9, Galaxy Tab S4, and Galaxy Watch.
They have amazing designs, transitionaldesigns, optimum
functionality, and excellent efficiency.

Customers of Samsung have created a sense of loyalty

to the company's products. Samsung's South Korean affiliate
has excelled domestically and globally (Mi-younand Lee,
2008). It is the country's most competitive electronic
company. Extensive market research, great design models,
and other market opportunities led to the following award-
winning items. However, after the burning incident, the
business restructured its design and focused on both the
hardware and software capabilities of the gadget. It also
served as a foundation for later designs. On September 22,
2021, Samsung Electronics revealed that it had
received 48prizes at the prestigious International
Design Excellence Awards (IDEA) 2021,
includingseven Silvers, three Bronzes, and 38 finalists.
Samsung's IDEA 2021 awards encompassinventive ideas in
various categories, highlighting the company's competence
in consumerlifestyle design, from product design to
interactive and advanced concept design. The Industrial
Designers Society of America (IDSA) has hosted IDEA
every 1980.IDEA, widely regarded as North America's most
prominent design awards program.honorees based on
design innovation, user benefit, and societal benefit,
among other factors. YEAR ACHIEVEMENTS1994
Selected as one of the top 100 companies in terms of quality

24
management1996 Declared the Green Management Initiative
at the group level .Became first company in the global
shipbuilding industry to acquireISO14001 of Lloyd1998
Won the Best Safety Management Prize for the Heavy
Industry Category1999 Won the Best Environmental
Management Award2000.Acquired the certificate for green
ships of BP with oil tankers Selected as one of the top
50 businesses in terms of quality competitiveness Won
the Best Environmental Management Award Won the
Production Innovation Prize of National Quality Awards of
theMinistry of Knowledge Economy2001 Became first
domestic shipbuilding company to acquire
OHSAS180012006
Became first Korean company to win the World's
Best Passenger Ship building Award Won the IR52 Jang
Young-Sil Award with large passenger ships Won the
Green Award for Korea's Representative Apartment
with Hermann Haus in Paju2007Entered into voluntary VOC
reduction agreement Installed RTO for pre-processing
coating facilities Completed advanced green
incinerators2008
Won the Best Townhouse Prize in the Best Apartments
Contest of MK Business News Selected as one of the top 10
new technologies of Korea Tech Awards Launched the green
wind power business2009 Won the IR52 Jang Young-Sil
Award with Saver Pin
Became first Korean company to win the Best
Eco-Friendly Ship Award Won the Minister's Award of
Environment for Companies Leading Resources
Circulation.

1.29.Revenue

The Mobile Experience (MX) division saw a 9% YoY

decline in revenues in Q4, but the full year saw 10% more
sales than the year before that. Profits fell across the board
though - lower both sequentially and year-on-year for the
final quarter and lower for the full years. Samsung confirms
the mass market contracted sharply because of “inflation and
geopolitical instability”.

25
While demand for Galaxy smartphones was unexpectedly
weak in the holiday quarter, flagships still held strong
relative to market projections. Samsung expects the
downward trend to continue in Q1 2023, but things will
eventually turn around after the launch of the Galaxy S23
series. The new flagships, scheduled to arrive tomorrow, will
be “equipped with an enhanced camera and gaming
functionalities.
Samsung published its financial results for the final quarter
of 2022 and the fiscal year, and once again, it managed to
reach record revenue for the full 12 months - KRW 302.23
trillion (about $244 billion). This is an 8% increase
compared with 2021; however, operating profit was KRW
43.38 trillion, 15% less than it was the previous year.

The Q4 period was underwhelming for the Korean company,

as it recorded a decline in sales in virtually all divisions
because of weak demand caused by the global economic
slowdown.

1.30.Secrets of Success

Samsung has succeeded where SONY has failed. the biggest

reason Samsung found more success compared to most other
consumer electronics and smartphone brands is its focus on
consumer oriented innovation.

The company makes a heavy investment in research and

development every year and does not let its focus on
innovation fall. Its ability to understand customer needs and
preferences has also given it an edge.

Samsung does not just make get products like Galaxy

smartphones or appliances like Televisions, but instead it
offers great consumer experiences.

It has grown into a highly respected brand globally with a

large consumer base. Good quality products, marketing and
customer focus are the main factors apart from innovation
driving its success. At least for SONY, there are one or two
things it needs to learn from Samsung.

26
Samsung is more innovative and flexible and its wide
product portfolio has several great products. Strategy is also
a key factor that enabled higher success for Samsung. Its
global business strategy and product strategies are far better
than most competitors. While Apple is the leader in terms of
innovation, Samsung has proved itself a fast paced
organization in terms of innovation, culture and product
ideas.

There are some other factors too that have made Samsung
successful including its resilient business model, supply
chain management and focus on brand image. Samsung’s
business model is highly resilient. It has also managed its
supply chain very well which is key to manufacturing great
products. Apart from that, its brand image in almost all
corners of the world is quite strong which is crucial to
winning in the international market.

Samsung has overcome several flaws that other brands

including SONY could not. It did not remain stuck in a rut or
rely on limited products to find success globally. It has
moved fast with time and fast paced innovation helped it
penetrate global markets deeper. Samsung’s global growth
and success are now well known. However, in a highly
competitive market environment, its focus on research and
development is a critical factor that has helped it maintain its
edge and avoid loss of market share.

1.31Global Strategy

For future market entry, SE will surely not have this huge
advantage over its competitors. It will have to deal with less
ease, more costs and environmental difficulties. Global
strategy Samsung Electronics developed a global strategy. It
can be described, on the one hand, as a high rate of global
integration and cost efficiencies and on the other hand as
quite a low responsiveness and differentiation (Raisch,
2014). These attributes are accompanied by benefits and
challenges. First of all, SE makes economies by location
choice. Indeed, the company builds manufactures and R&D
centers in ideal places of each continent depending on local
costs. China and Vietnam are used as cheap labor cost
suppliers for the Asian market. In 2013, Samsung started the

27
construction of the world's largest mobile phone plant in
the Thai Nguyen, Vietnam. For the European market SE
manufactures its electronic products in Poland where there
is a good compromise between labor costs and sufficient
knowhow.

For R&D centers SE uses the high competencies of local

employees but also economies of tax. When the company
opened a center in the Silicon Valley, the Californian
government granted a tax discount to attract the SE. "Here's
a case where government and business work together—and
everyone benefits." California Governor Jerry Brown, in a
statement. (Forbes, Nov 2013), When the “Chaebol” keeps
its HQ in Suwon, it is also because the Korean government
gives huge tax discounts compared to other foreign
companies such as Apple (see appendix 2). Thus, it allows
SE to reduce tax and delivery costs. Keeping manufacturing,
R&D and administration in specific spots, SE uses plenty of
the advantages of a global strategy. Secondly, the Korean
company develops experience curve economies using its
experience from its different activities. Moreover, it learns
from difficulties in some markets to apply the solutions
found on the next challenge. For instance, the company had
difficulties implementing the A/C machine business in
Australia where SE did not have strong brand recognition.
Marketing division used this experience to build the same
business in Thailand. Finally, SE does massive economies
of scale with standardized products. Regarding its activities,
the “Chaebol” has the possibility to sell its product in every
market with no modifications. For instance, chip and
memory are standard for all its corporate clients. The
products for end customers must have a minimum of local
differentiations. With few investments SE ensures its
presence everywhere. Differences in consumer tastes and
preferences are very important if a company wants to reach
customers. Yet it is very costly and unnecessary in industries
such as the techno-electronics. Indeed, SE standardizes most
of its end customer products to fit most countries. As a
hardware supplier, SE works with global companies that sell

28
electronic products which are also standardized. In fact, one
of the main challenges is to reach local customer needs with
minimum modifications and minimum costs. When a market
has special needs SE adapts its products in a fast way. It only
has to adapt few parts. “When we released the Galaxy S III,
our research showed that, for some people in some
markets, the handset was too big. So we were able to create
the same phone with a 4-inch screen, and we called it the
Galaxy S III mini. Getting the smaller device into production
took about four.

VISION 2030

Samsung Electronics recently stated that it would invest a

total of 133 trillion won ($115.7 billion)
by 2030 to become the world's No. I integrated device
manufacturer by strengthening its competitiveness in the
foundry and system-on-chip segments. The investment plan
was announcedmonth after President Moon Jae-in ordered
the government to take steps to boost the
country'scompetitiveness in the global non-memory market,
amid growing worries about falling exports ofmemory
semiconductors as the market entered a downward cycle.
According to the plan," Semiconductor Vision 2030,"
Samsung will create 15,000 jobs in the research and
developmentmanufacturing sectors with a focus on systems-
on-chips. The goals are to bolster its capabilities
to design new cutting-edge chips for new technology
applications, build actual products and releasethem on the
market. of the 133 trillion won, 73 trillion will be spent on
domestic R&D and 60trillion will be allocate for production
infrastructure. "Under the plan, Samsung will invest 11
trillion won in SoC R&D and production facilities everyyear

29
by 2030, the company said. "This will indirectly create about
420,000 new jobs across the industry."Samsung also came
up with a plan to support small- and medium-sized fabless
companiesin Korea, in line with the government's efforts to
create a favorable ecosystem for them Thecompany will
share its intellectual property assets-- in particular for
interface, analog and security-with fabless firms as well as
tools and software programs to help product development.
Samsung will also lower technological barriers for small
fables companies, providing access to Samsung's foundry
facilities so they can manufacture their own products .The
semiconductor market is largely divided into two segments:
memory and non-memory. Whilethe memory chip market
accounts for about 30 percent of the chip market as a whole,
the globalmarket for non-memory chips has an estimated
value of about 550 trillion won. For the past coupleof years,
Samsung has been the world's largest memory chip provider
with a market share ofover40 percent. Memory chips have
been unrivaled export items for the past decade along with
automobiles, displays, steel and petrochemicals. But prices
for Korea's flagshipmemory DRAMs began declining in the
fourth quarter of last year and continue to do so, shaving20
to 30 percent off the value of Korea's exports each month.

President Moon ordered policy measures to nurture the non-

memory chip Industry as part of a mid-to long-term plan to
ensure the country's industrial competitiveness. The Ministry
of Trade, industry and Energy is currently working on the
policy plan, which is expected to be announced bythe end of
this month. Samsung is planning to hold a ceremony to mark
both its investment and thegovernment's plan for the non-
memory sector. With the latest investment plan, Samsung
aims to be cleared

1.32.Digital Presence of Samsung

Samsung's success in digital marketing can be attributed to

30
its adept use of social currency to achieve corporate results.
Customers' level of engagement with a brand, as well as their
readiness to share knowledge with others, is characterized as
social currency. By extending its social media presence,
Samsung has done its best to provide customers and brand
loyalists with the chance to share their Samsung experience
with those in their circle friends and family members .Brands
like Samsung must speak to the interests and concerns of the
many segments of the population that their products target.
This means they have social profiles on all of the major
social network.

1.33 Strategic Sponsorship

Samsung Electronics Co.'s marketing efforts at the Tokyo

Olympic Games have received a widewelcome from the
athletes participating at the event. Samsung's gift bag for the
Games, handed outto 17,000 athletes competing in the
Olympics and Para-Olympics, has gone viral in the online
community.

The British canoe athlete Bradley Forbes-Cryans fueled the

hype over the Galaxygadgets by showing the Olympic-
branded Samsung Galaxy S21 phone on his TikTok account,
along
with the Samsung Galaxy earbuds with a separate white case

31
 and a pen.
Olympic Partnership 2021-2028 Signing Ceremony
SAMSUNG OQ
Samsung will sponsor the Olympic Games at least until
Olympians since the 2014 Winter Olympics held in Sochi,
Russia, and to the Paralympians as well. From the 2018
Winter Olympics held in Pyeongchang, Korea. Samsung is
focusing on contactless marketing initiatives such as the
athlete gift bags. Another example includes the Galaxy
Watchmarketing with South Korea's top volleyball player
Kim Yeon-koung. Kim. One of the 11 globalbrand
ambassadors of Samsung Galaxy was caught wearing the
Galaxy Watch 4, which has not beenlaunched to the public
yet, at the Incheon Airport on her way to Tokyo. Samsung
started giving out its world class galaxy smart phone
to the participating.

1.44Digital Marketing Campaigns of Samsung

Samsung has positioned itself to be a community-oriented

brand impacting audiences worldwide byintroducing various
marketing campaigns. Along with a promising marketing
strategy Samsung alsodoes a great job in promoting its
products and appealing their audience with exceptional
marketingcampaigns. Recently during Pride Month, the
brand celebrated with the community displaying withpride
the importance of diversity and how Samsung stands as an
ally for the LGBTQ++ community on its Social Media
handles. Enjoy having a look at these exceptional Marketing
Campaigns bySamsung. Samsung Galaxy TV Commercial
Yadada Song by Benjamin Earl Turner. Here's themarketing
campaign that made people reconsider their options since
Samsung directly targeted itsmain competitor by comparing
its brand to Apple iPhones. This video took the world by
storm whenit went popular on the internet

32
1.45 Social Media Marketing

"Social media are the online means of communication,

conveyance, collaboration and cultivationamong
interconnected and interdependent networks of people,
communities and organizationsenhanced by technological
capabilities and mobility".(Tuten&Sollomon,201 5). (Kaplan
&Haenlein, 2010) define social media as "a group of Internet
based applications that build on theideological and
technological foundations of Web 2.0, which allows the
creation and exchangeof user-generated content". Social
media are computer-mediated tools that allow people
orcompanies to create, share, or exchange information,
career interests, ideas, and pictures/videosin virtual
communities and networks (authority & vanity, 2016).Social
media marketing is the use of social media to facilitate
exchanges between consumers andorganizations. It is
valuable to marketers because it provides inexpensive access
to consumersand a variety of ways to interact and engage
customers at different points in the purchase
cycle(Tuten&Sollomon.2015). Social media marketing refers
to the process of giving traffic orattention through social
media sites and makes the content more attractive and
encourages readerfor sharing in social networking
sites(Written, 2015).Social media marketing is the effective
utilization of resources and time that provides companiesto
build a platform for creating brand loyalty of customers
rather than the traditionalmethods(Pollock et al., 2011). The
companies can promote their brand through
effectiveutilization of social media such as social networking
sites, content communities, virtual world,blogs and others,
that drives the brand loyalty of the consumer towards the
product (Zarella2010; Kaplan and Haenlein, 2009;
Weinberg. 2009).

Moreover, social media encourage consumers to share views

and opinions to their friends and families about the product
or service,resulting the loyalty towards the brand. (Stileman,

33
2009; Mangold and Foulds, 2009). Also, thecommunication
between the customers works as an important tool for
increasing brandawareness, brand recognition and recall, and
influences brand loyalty (Gunelius, 20l).Social media
marketing is a new and different concept in marketing than
traditional ones becauseit aims to influence brand image and
loyalty through the special attention and brand building

1.46Perceived Brand Quality

(Aaker, 1991) states the perceive quality of consumers has a

great impact towards loyalty of the brand and company
success. It plays a vital role to maintain a warm relationship
and trust insidethe customers. Thus, perceive quality grows
stronger and keeps away from competitors.(Pappu ,Quester,
& Cooksey. 2006) developed a parameter to measure the
quality of durable goods. According to them, easy access,
serviceability, durability, performance and excellent
featuredetermine the towards brand loyal customers.
Perceived quality is defined as the consumers' judgment
about an entity's (service's) overallexcellence or superiority
(Zeithaml, 1987). Rowley, 1995 defines perceive quality in
the servicesector is a kind of attitude, but different from the
satisfaction, occurs as perception ofperformance from their
expectations. The main parameter for the brand loyalty is the
perceived quality (Gurbuz, 2008). He explains that when the
perceived quality is view most importantelement of the
brand, results in the occurrence of brand loyalty The perceive
brand qualityenhances the profitability of the company due
to the influence in brand loyalty and the increase of satisfied
customers (Apéria& Back.2004).(Kan,2002) defines
perceive quality is the overall knowledge and experience
applied whilemaking a purchase that includes the attributes
like product benefit, durability, reliability, functionof the
product. (Aaker, 1996) defines the difference between

34
perceiving quality and real quality.It is because the customer
gets negatively affected by the bad image of the product in
the futureas well. Besides, the consumers will not believe the
same product, even if its quality has beenupgraded later.
Consumer examines a product quality from their past
knowledge and experienceswhich results in consumer
subjective judgment in product quality (Holbrook &
Corfman, 1985).

1.47SWOT ANAYSIS

Strengths

1. Hardware integration with many open source OS and

software. Samsung is focused

on producing devices which can be integrated with most of

the software and OS. This gives Samsung products an edge
over Apple's (its arch rival) devices, especially as Android
and other OS are gaining market share when iOS and OS X
are losing it.

2. Excellence in engineering and producing hardware parts

and consumer electronics Samsung is the number 1 by
market share in televisions and mobile phones sales and
some of the hardware parts (processors, memory chips, etc.).
This was largely achieved due to excellence in engineering
and both efficient and effective production.

35
3. Innovation and design. In 2011, Samsung ranked second
on the list of US top patent assignees. More patents
strengthen Samsung position among its competitors. The
firm also won many awards for the design of its products,
proving the superior advantage over the competitors

4. Focus on environment. Samsung focuses on producing

environment friendly products that are free from PVC and
BFRs (currently only MP3 and mobile phones). It also
develops various recycling programs that are awarded for
their success. Thus, Samsung's focus on environment gives it
an edge over its competitors in the eyes of its customers.

5. Low production costs. Samsung has set up its production

facilities in low cost countries. This allows producing goods
with low production cost and benefit Samsung as it can offer
lower price and earn higher margins.

6. Largest share in mobile phones and 2 place in smart

phones sales in the world .Samsung Electronics have
achieved large market share in many products they sell,
especially in mobile phones, smartphones, semiconductors
and television sets. Large market share has its advantage,
bargaining power, that Samsung can use to further reduce
costs and demand for better contract conditions.

7. Ability to market the brand. Samsung is named as top

rising brand by Interbrand and is the 9 most valuable brand
with value nearly $33 billion. It has risen by 40% from 2011
to 2012. This was mainly achieved due to company's ability
to market the brand in sporting events and social
contributions.

Weaknesses

1. Patent infringement. Samsung is infringing Apple's and

some other firms' patents, thus,damaging its reputation and
having to pay a huge amount of money in damages.

2. Too low profit margin. Samsung Electronics is the largest

technology company in theworld in terms of revenues but it
has a low gross profit and net profit margins. Although its

36
smart phones business is quite profitable, Samsung's profit
margin is low due to itssemiconductors sales and aggressive
price cuts.

3. Main competitors are also largest buyers. Apple, Sony,

Dell, HP are the main buyers ofSamsung Electronics
products as well as the firm's main competitors. Such
situation would be favorable to Samsung (if competitors
could not find complementary products and would form
relatively low share Samsung’s revenues) because it could
use its bargaining powerover competitors. Due to reverse
conditions (competitors can find complements and theyform
a relatively high share of firm's revenues) Samsung cannot
use its bargaining powerOver competitors as it can easily
lose its customers and sales.

4. Lack its own OS and software. Software and OS

production has a high profit margin,can increase integration
of company's products and brand loyalty. Without strong
softwareand OS Samsung is at disadvantage over its
competitors.

5. Focus on too many products. Samsung Electronics serves

4 different industries with
many different products in them. Samsung is at disadvantage
over its competitors because it loses a focus when competing
in too many industries and too many products.

Opportunities

1. Growing India's smartphone market. India's smartphone

market is one of the least penetrated among Asia/Pacific
countries. Samsung has a strong presence in India's
marketand could use this opportunity to expand its sales.

2. Growing mobile advertising industry. Samsung could

develop advertising platform for its mobile devices and
significantly benefit from this lucrative market.

3. Growing demand for quality application processors.

Samsung is one of the keymanufacturers of application

37
processors for smartphones and tablets. The growing demand
for these products requires more best quality application
processors that only Samsung provide.

4. Growth of tablets market. Tablets market is expected to

grow in double digits over thenext few years. Samsung has a
strong position in tablets market and could expand it
byintroducing newer, better quality able models, such as its
current galaxy line.

5. Obtaining patents through acquisitions. The key to

Samsung's competitive advantage is the large portfolio of
patents. Patents can be discovered by engaging in costly
R&D orthrough acquisitions of other firms.

Threats

1. Rapid tech no logical change. The serious threat that

Samsung and the other tech
companies are facing is a rapid technological change.
Companies are under the pressure torelease the new products
faster and faster. The one that cannot keep up with\the
competitionsoon fails. This is especially hard when the
company wants to introduce something new,innovative and
successful.

2. Declining margins on hardware production. Samsung is

the second largest semiconductors producer where the profit
margins are very thin, thus weakening the wholecompany's
figures.

3. Breached patents. Samsung Electronics has many patents

which are often used by its many competitors. Such situation
makes it hard to find out which companies benefit from
Samsung's technology but do not pay for the rights to use it.

4. Apple's iTV launch. Apple's iTV is the next big lunch

from Apple, which may hurtSamsung's TV sales.

5. Price wars. Samsung has a very low gross margin on many

of its products and is alreadyselling some of them with
significant price cuts. Competitors could follow price cutting

38
strategy too and induce price wars, which would erode
Samsung's profit margin.

1.48. Competitors

They include Apple Inc., Microsoft ,Panasonic Corporation,

Sony Corporation, LG Electronics to mention but a few. In
everybusiness, the competing organization
affects its overall management. Thebusiness has to keep an
eye on the
competitors to see what they are doing thatcould put them
out of the market. Samsung has been very careful with this
particularaspect of the industry. It has been saidSamsung is
one of the learners when itcomes to observing the market
and competitor (Gawer& Cusumano, 2014).The company
learns very fast and before the completion beats its
innovations, theyhave already improved their products. This
happened with the development of theSamsung Galaxy S4
(Gershon, 2014). When Apple Inc. developed the iPhone 5
model,they had intended to overthrow Samsung in
the Smartphone market.

1.49.Effects of competition

This clearly shows that the completion ispushing Samsung to

stay at the top. Though market research, the company keeps
aclose surveillance of what the competition is doing and it
responds by doing it better bytwo or three more times (Kuhn,
Dubra & Sumilo, 2014). I believe this research isjustified
because of the vast business acumen that enables Samsung to
respondto competition in such an effective manner.
First and foremost, the research will identifythe strengths
that Samsung enjoys that other competing businesses do not
enjoyWhile competing partners are too busy trying to
compete with the company,Samsung on the hand is using
billions of dollars in advancing its technology throughmarket
research (Medhi & Mondal, 2015).

39
1.50.Marketing Mix
4P's

Product Mix

When it comes to its products, Samsung has a clear

advantage. Samsung products are trusted since they have
delivered excellent results in recent years. Samsung is well-
known for its services, and buyers should be aware that any
of its products can be serviced extremely quickly. As'a result,
one of Samsung's strength points in the marketing mix is its
product line.
Samsung's product categories are as follows:
TabletsMobile phonesTelevisions LEDs, LCDs. Plasma TV,
SMART TV, HDTV, OLED, etc
The actual product. Core Product is related to provide the
central benefits to the end users. And it isalso defining the
benefit of the customer when a customer buys the product.
Actual product is relatedto the components of the product
and other things that are related to the product such as
packaging.
Brand name, quality, design, features and colors. On the
other hand, the augmented product providesthe other benefits
associated with the actual and core product such as warranty
and after sales service.
(Kotler, Armstrong. Saunders&Wong. 1999).
The warranty of a product is most important element of after
sale support. The manufacturing.
Organizations take it as a part of after sale service (Murthy,

40
2002) the quality of the product can beassessed by the
customer on the basis of the warranty that i8 provided by the
manufacture of thatproduct. The quality of product should be
according to the customer s expectation and also createvalue
for the company (Murthy, 2002)
Warranties also play an important role n the maintenance o
the company better image in the marketand in the eyes of the
loyal users. Therefore, the firms try to provide the best
warranty service totheir customers for that reason the
customer cannot easily switch off to the other competitor's
brand(Ulah, 2011). Packaging of a product is very important
for a number of reasons. But in the real termspackaging is
the factor that is directly connected itself with the main
product and use to identify the product (Vidales Giovannetti,
1995). Packaging is very important from the customer point
of view is the main thing that the customers consider before
making the final assessment to buy a product (Vidales
Giovannetti, 1995).

Promotion Mix

Samsung advertises in a variety of ways. Samsung, as a firm,

believes in attracting customers through advertising while
also employing aggressive tactics to push products to
customers through sales promotions. On the one hand,
Samsung employs a variety of marketing vehicles throughout
the year. Both during de festive season and outside of it. On
the other hand, it provides numerous incentives and
discounts to its business partners to encourage them to sell
Samsung above the competition
Samsungs brand is on the increase as a result of this strategy,
and both the pull and push strategiesare functioning in
Samsung at the same.

These are all types of communications a marketer may use to

give information to different peopleabout the product
(Borden 1964). All the promotion activities are designed to
comununicate with the market and thus promote the sale of
the products Promotion provides information that will assist
Customers in making a decision to purchase a product. This

41
includes advertising. Public relations, personal selling and
sales promotion. These are important tools that support
positioning within thevarious market a company wishes to
address (McDonald, 2013).
It s also seen as informing. Motivating the customers and
reminding the consumers to purchase the product
(Hutchison, 2009)

Promotion is an essential tool for solving organizational

problems like enhancing market position orpersuading
customers to behave in line with the economic interest of the
business (McDonald, 2013).
Samsung uses different promotional tools across different
media platformis to promote itssmart phones. They use the
television, print advertising, internet social media and
outdoor media.

Place Mix

Samsung sells to stores and service providers directly. Only

service dealers are in charge of corporatesales as a result of
this strategy. Because Samsung is such a well-known brand,
technology retailersalmost always have to have it in their
inventory. Samsung's selling point is its distribution. They
alsodistribute the ir goods through a single distribution
business in one site, which then distributes themto other
locations.
Also known as distribution. This is to how the product
finally reaches the consumer (Borden. 1964).

The distribution channels. Providing of products at a place

where is convenient for customers toaccess. This is how to
deliver and 17 distribute the product to the customer
(Hutchison., 2009) Froma consumer point of view, the
channel through which they purchase products provide the
most directrelationship with the supplier (McDonald,
2013).So the development of a strategy for the channel
isimportant for the relationship an organization has with its
customer. Many distribution systems are

42
made up of channel intermediaries such as wholesalers and
retailers (Hutchison. 2009) According toMcDonald (2013) a
supplier must decide where to focus marketing etlorts.
That’s, approach, whereby attention is concentrated on the
intermediary, to sell in more products, or on a pullapproach
where the supplier emphasizes the creation of demand so that
intermediaries are encouraged
to deal in that product. (McDonald, 2013). A marketer can
use intensive distribution, selectivedistribution, exclusive
distribution and franchising to complement the other aspects
of the marketingmix. Samsung uses variety of distribution
channels. They distribute to various
telecommunicationcompanies like mobile phone retailers,
Internet partners such as Amazon and other carriers. They
alsohave Pop-up Samsung retail store.

43
 PRICE MIX

Samsung is a market leader and authority in smartphones and

other consigner electronics. It is a majorplayer in the home
appliance business, with two pricing schemes to satisfy its
clients.WhenSamsung releases a new smart phone with
cutting-edge technology, the corporation employs the
priceskimming tactic. This enables it to make a large profit.
When competitors launch identical products,the price of that
specific product is reduced to acquire market share and
increase sales. Other Samsung items, such as refrigerators,
televisions, and air conditioners, have comparable prices as
well. This isbecause there is a lot of competition in the
market from other brands providing identical products’This
is the amount for what the product is to be paid. (Borden,
1964). Hutchison (2009) referred price as what customers
will exchange for product. Among the four components,
price is determined as animportant variable since it is one of
the key determinants of a product value. Price is thus one of
theevaluative criteria used by consumers, as are the cost
incurred in buying and owning or using theproduct
(McDonald, 2013). He also noted that the price is very
difficult aspect of the marketing mix
to manage. McDonald (2013) urges that to maintain the
integrity of prices; the company shouldimplement a sound
pricing strategy; this will support the company's overall
marketing strategy andprofitability. After manufacturing
innovative and cost-effective phones worldwide for a long
time,competitive pricing, on the other hand, might
occasionally result in lesser profitability.

44
 CHAPTER 2

RESEARCH METHODOLOGY

45
Data will be collected from Primary as well as Secondary
sources. Through well designed questionnaire primary data
will be collected. While designing questionnaire emphasis
will be on framing of questions, designing the questions in
simple words, precise and understandable sentence.

Questionnaire will include both open as well as closed ended

questions. Under closed ended questions dichotomous and
multi choice questions will be framed. Questions, where scale
of 1 to 3 and 1 to 5will be frame, with a view to analyze the
attitude, and agreement of the consumers.

2.1. PRIMARY DATA:

Here first-hand information is obtained by distributing

printed questioners to the consumers and Datawas also
obtained from the observation method adopted by the
researcher.

2.2. TOOLS USED TO COLLECT THE PRIMARY

DATA:

The primary data is collected on the basis of survey method

with the help of questionnaires, personal observations with
consumers.
Both open and closed end questions are used in the
questionnaire.

2.3. Secondary data:

The secondary data can be defined as data collected by

someone else for purpose other than solving problem being
investigating and previously meant for another purpose.
Here the information is obtained from the brochure of
Samsung group, books, websites, newsletter,generals,
magazines, newspaper, etc.

46
 2.4. OBJECTIVES

To analyze the market share and understand the brand image

of SAMSUNG ELECTRONICS INDIAPVT LTD.

o To analyze the strengths, weaknesses, opportunities, and

threats

o To find out the share of SAMSUNG product in the market.

o To record who are the major players of consumer durables

and mobile phone.

o To knows the Brand Image.

o To analyzes the strategic sponsorship.

o To study the digital marketing strategy

o To know brand loyalty.

o To understand the market position of the company.

o To understand the marketing mix of the company.

2.5.DATA COLLECTION METHOD

o Both primary and secondary data were choosen to collect the

data that were used in analyzing the research study.

o Primary data were obtained through questionnaires given to

47
 the respondents.As the study 60 people were surveyed and
responses drawn.

o Secondary data were gathered through journals, articles,

internet and other published materials.

2.6. SAMPLING UNIT:

It refers to the individuals who are to be surveyed in the

study and it is the customer who is using or who will buy in
future SAMSUNG products are Surveyed.

2.7. Scope of the study

o Customers are loyal and appreciating the brand.

o SAMSUNG is enjoying very good position against its

competitors.

o SAMSUNG is reasonable equipped to take care of

technological changes.

o SAMSUNG is planning to make the air-condition product

category stronger with unique technology called Triple
protection proposition'

o SAMSUNG Mobile and Home appliance has plans of

launching customized products for Indian market. This will
improve the market share in rural market.

o The Indian youth population is growing, and mobile phone

sales are increasing due to lesser call rates.

48
 2.8. Significance of the study

o The company is maintaining very good relationship with its

suppliers.

o SAMSUNG is a financially strong and stable. The

production processes and procedures of inventory
management are consistent with industrial standards.

o SAMSUNG enjoys the widest range of product portfolio

which includes Mobile phone, Tablet, TV/Audio/Video,
Camera, camcorder, home appliance, PC, printer, memory
cards and other accessories.

o SAMSUNG holds significant market share in most of the

product categories.

o SAMSUNG is NO. I in terms of market share in mobiles, it

captured Nokia's market share by superior innovation in
smart phones.
o

49
 2.9. Limitations of the study

o Mumbai and Thane regions were taken into consideration for

this study, as only regional data has been obtained there is
lack of nationwide diverse responses. The sample size proves
to be small to draw cohesion at large scale.

o Lack of the reliable data due to the possible behavioral

changes experienced by the respondents.

o The method used for collection of data i.e. Google forms is

not the best way as it comes with its ownlimitations.

o The dissemination of the Google form within the known

community proves to draw biased conclusion.

o Designing of the questionnaire was with respect to the time

bound approach of the respondents.

o Time was one of the limitation factors while this study was
carried out.

2.10. Limitations of Samsung

o The sale and supply of goods act is a legal constraint and it's
when a company advertises a product it must be what they
say, they can't mislead their viewers into thinking it's
something completelydifferent this is to ensure that there is a
sense of fairness for the customers.

o Samsung isa hardware leader but has too much of

dependence for software from other parties, withoutstrong
software and OS Samsung is at disadvantage over its
competitors.

o Chinese products focus on economies of scale and dump into

Indian Market for lesser cost. Thisresult Samsung Company
get a reduction of sales and lose the market share.

o Samsung Electronics is the largest technology company in

the world in terms of revenues, but it haslow gross profit and
net profit margins.

50
o Although its smartphones business is quite profitable,
Samsung's profit margin is low due to its Semi conductor
sales and aggressive price cut.

51
 CHAPTER 3

LITERATURE REVIEW

52
3.1. REVIEW OF LITERATURE

1) Dr Dawar Sunny (2019) Samsung Brand is considered the

most preferred brand in the Rajasthan than Videocon. The
results have shown that Samsung consumers appear to be
brand loyal, willing to pay a premium price and have a great
community scene than Videocon consumers. The data was
collected using the consumer survey method. The usable
questionnaires were collected from 60consumers.

2) Marketing Research on Samsung Mobile Phones, 2020

This research paper dealt with marketing strategy that
Samsung uses to make its mobile phones more public-
friendly. It also provided information about the promotion
and distribution of ideas, goods, and services for satisfying
individual’s needs and achieving the organizations objectives

3) Case Study on Samsung Electronics- 2020 by University

of Central Lancashire This research paper provides a SWOT
analysis concerning Samsung and insights on what the
company can amend in its policy and business model that
would help the company to expand even further.

4) Samsung Innovation and Department this paper deals with

the future innovations of Samsung and how it can make the
most of 5G era.

5) Henny (2003) The unrivalled success that Samsung has

witnessed in the digital world has even scared most of its
competitors but in same breadth, the company has been able
to "wow far, Samsung has been able to win several design
awards and over the years, the company has been able to
sneak its way to the top of brand awareness awards around
the world.

6) CNN (2012) According to ranking Samsung is on top of

market leader and the apple is in second position in the
mobile phone market and third position is owned by Nokia
and then furthers brands like HTC Huawei, LG, Sony.

7) Asmita Dabas, Amit Sangwan and Dr. Vikram Singh (A

Study of Brand image of Samsung Mobile Phones in the
Market of Gwalior) In a competitive market like India,

53
building brand image of mobile phones is a challenging task.
In this context, present study examines the brand positioning
strategy of Samsung mobile phones.

8) Mr.U.D. Dinesh Kumar journal of business management

(2017) made the study on a customer satisfaction towards
Samsung TV. The primary objective of this study is to find
out the customer preference and satisfaction towards laptops
with respondent by using questionnaire method. Samsung
electronics co limited in South Korean multinational
electronics company headquarters in Suwon. It is a flagship
subsidiary of the Samsung group and has been the world's
largest information technology company by revenue of the
company. The company is the world's largest vendor of
smart phones since 2011. Samsung has also established a
prominent position in the tablet computer market, with the
release of the android-powered Samsung galaxy tab.

9) Mr. U Dinesh Kumar, K. Prabhu (2011) in the study titled

"A study on customer satisfaction towards Samsung TV", the
object of the study of dealers awareness and perception about
color TV. The researcher has collected primary data from
questionnaire and cum interview and the sample size is 150
respondence from Salem district and uses simple percentage
and bar chart test. The study suggests reducing the price and
giving offers to increase the company growth. The study
concludes that the customer is satisfied with their brands.

10) Mallin (2003) Samsung electronics is also engaged in the

same type of business as Apple because some of its main
products have been compared to Apple's. For instance,
Samsung's galaxy tablet has been compared with Apple's
ipad, and Samsung's Galaxy S mobile phone has been
compared with Apple's phone (Mallin, 2011).

11) Jason (2011, pt 3) "Samsung has become the biggest

maker of digital mobile phones using code division multiple
access (CDMA) technology-and while it still lags No. 2

54
 Motorola (MOT) Inc. in handsets sold, it has just passed it in
overall global revenues

12) Deagon (2011, p.1) Samsung does not share specific

sales figures regarding its business portfolios. However,
observers estimate that the South Korean company sold
about 35 million Smart phones in 2011 (between October
and December)

13) Singh &H (2017) Samsung is clear in its dealings and

specifications in how products should reach their customers.
To ensure that the integrity of their products is maintained,
they have records of every dealer and distributor of Samsung
products. These products are held accountable for their
dealings.

3.2 .THE INSIDE STORY OF SAMSUNG GEOFFREY

CAIN

Although today Samsung stands astride the global consumer

electronics markets, as well as some others, it was not all that
long ago that the idea that a Korean company could deploy a
brand with global reach and dominance would have seemed
unlikely, except perhaps among regional experts (or
partisans).

It’s not that Samsung, Korea’s largest chaebol hasn’t been

written about before. Jaeyong Song and others The Samsung
Way is six years old, Chunho Kim’s Samsung Media Empire
and Family: A Power Web, is five years old, Sea-Jin
Chang’s Sony vs. Samsung—and my own, Samsung
Electronics and the Struggle for Leadership of the
Electronics Industry, are now a decade-old, a subject
decidedly due for an upgrade in such a fast-moving industry.
It’s time for a new corporate biography: Geoffrey Cain’s
Samsung Rising is, like the others, unauthorized; it is the
outsider’s perspective that shapes the view. Cain, as a
journalist, spends as much on mistakes as achievements.

Cain opens his account of the rise of South Korea’s largest

55
chaebol, with a long chapter one of the largest of these
mistakes. This chapter, best called “Samsung stumbles”, but
actually called “Galaxy Death Star”, covers the exploding
Galaxy Note 7s of 2015. This moment at the end of the reign
of Chairman KeunHee Lee or Lee II shows the company in a
relatively poor light compared with the celebrated
destruction of handphones at the Gumi plant by the
Chairman to demand better quality at the beginning of the
1990s. The epilogue deals with the retrial of JY Lee (Lee III)
over the bribery allegations surrounding the impeachment of
President Park Keun-hye, the first installment of which
forms the final full chapter (29) “My kingdom for a horse”.

At the end of the book, will the reader understand how

Samsung Electronics ticks, and how it became the world’s
twelfth largest corporation (2018) and sixth most valuable
brand (2019) or 30% of the market capitalization of the
Korean Stock Market (2020)? Probably not, for much of the
book is about Samsung’s or the Lee family’s stumbles, and
of really important differences between smart Americans and
stupidly bureaucratic Koreans. We are left struggling to
understand how, between the mistakes, Samsung succeeded
so brilliantly. As the chapter heading titles suggest, this book
is about smartphones, and not the semiconductors and
components on which Samsung’s profitability and
competence mainly rests, and which it continued to supply to
Apple in large quantities, even at the height of the rivalry
between the two companies.

56
 CHAPTER 4

DATA ANALYSIS, INTERPRETATION AND PRESENTATION

57
This research is based on 60 respondents

Q1. 4.1 What is your Gender?

60 responses

Particulars No. of Percentage

Respondent %
s
1 32 53.3%
2 25 41.7%
3 3 5%

Interpretation

The Gender of respondents can be either male or female. The

study shows that from total of 60 respondents majority of the
respondents were male constitution 53.3% and 41.7% are
being constituted by female respondents and 5% were prefer

58
 not to say.

Q2. 4.2 In which age group do you belong?

60 respondents

Particul No. of Percentag

ar Responden e%
ts
1 27 45%
2 12 20%
3 11 18.3%
4 10 16.7%

Interpretation

The age of respondents lies between 15 to above 30 years.

The study reveals that majority of the respondents of 45%
belongs to age group of 15 to 20. 20% belongs to the age
group 21 to 25. 18.3% belongs to age group of 26 to 30 and
16.7% belongs to 30 and above.

59
60
Q3. 4.3 What is your occupation?

60 Respondents

Particula No. of Percentage

rs responden %
ts
1 32 53.3%
2 8 13.3%
3 7 11.7%
4 4 6.7%
5 5 8.3%
6 4 6.7%

Interpretation

The occupation of the respondents belongs to different

categories namely:
Student, service,business, self–employed and retired. The
study shows that majority of the respondents selected for the
study where students which constitutes 53.3% followed by
service 13.3% and 11.7% belongs to business for self
employed and retired equal no. of respondents which is 6.7%

61
each and 8.3% belongs to housewife.

62
Q.4. 4.4 Have you ever used Samsung?

60 Responses

Particular No. of Percentag

Respondents e%
1 47 78.3%
2 11 18.3%
3 2 3.3%

Interpretation

Majority of respondents have used Samsung which is 78.3%

followed by 18.3% people didn’t used Samsung and 3.3%
specifying maybe.

63
Q5. 4.5 How is the marketing strategy of Samsung?

Particula No. of Percentage

rs responden %
ts
1 23 38.3%
2 31 51.7%
3 6 10%

Interpretation

In this survey conducted, 38.3% people think that marketing

strategy of Samsung is Impressive. 51.7% people are
satisfied with the strategy and 10% are not satisfied.

64
 Q6. 4.6 How do you get to know about Samsung
products?

Particular No. of Percentage

s Respondent %
s
1 18 30%
2 13 21.7%
3 15 25%
4 9 15%
5 5 8.3%

Interpretation

In the above pie chart it shows that 30% people get to know
about Samsung from social media .21.7% get to know from
family and friends .25% people was aware through TV
advertisements . 15% got to know from Newspaper and rest
65
8.3%
people got to know from other sources.

66
Q7. 4.7 Do Samsung offer durable products?

60 Responses

Particula No. of Percentage

rs responden %
ts
0 2 3.3
1 3 5
2 6 10
3 18 30
4 13 21.7
5 18 30

67
Interpretation

Here, in the above graph 0 denotes Disagree and 5 denotes to

Agree.
3.3% people are totally disagree with durability. 5% people
are agreeing on 1.10% people are slightly more agree than
5%. Followed by 30% are moderate to 3. 21.7% are agree
and positive. And lastly 30% people are fully agree.

Q8. 4.8 Do Samsung phones are Fashionable and

Elegant?

60 Responses

Particula No .of Percentage

rs Responden %
ts
1 38 63.3

68
2 7 11.7
3 15 25

Interpretation

As seen from above pie chart the entire review of

respondents states that maximum people 63.3% think that
Samsung phones are Fashionable and Elegant followed by
11.7% people think it is not and rest 25% are not sure.

69
Q9. 4.9 Your opinion towards Samsung store.

60 Responses

Interpretation

27 people are satisfied with skills of staff. 28 people are

neutral and 5 were not satisfied. 33 people are satisfied with
availability of products 19 are neutral and
8 people are not satisfied. Whereas in aiding to customer 28
people are satisfied
26 were neutral and 6 are not satisfied. In after sale service
31 are satisfied people
20 are neutral and 9 are not satisfied.

70
Q10.4.10 While purchases Samsung products what
attributes you keep in mind?

60Responses

Particula No. of Percentage

rs responden %
ts
1 40 60
2 34 56.7
3 31 51.7
4 31 51.7

Interpretation

In the above graph 60% people likes quality of Samsung.

Followed by its feature which is 56.7%. The sustainability
and price are compared on equal basis which is 51.7%.

71
Q11.4.11Compare to other smart phones your opinion
about Samsung?

60 Responses

Particula No. of Percentage

rs responden %
ts
1 21 35
2 19 31.7
3 12 20
4 8 13.3

Interpretation

In the above pie diagram it states that no. of respondents

think Samsung is much better with 35%. 31.7% people think
it is somewhat of better. People in category of about same
are 20% and rest 13.3% justifies with somewhat of worst.

72
Q12. 4.12Will you suggest your friends to buy Samsung
products.

60 Responses

Particula No. of Percentage

rs responden %
ts
1 34 56.7
2 8 13.3
3 18 30

Interpretation
73
Majority of respondents which is 56.7% will suggest
Samsung to their family and friends whereas 13.3% will not
suggest and rest 30% people will maybe suggest.

Q13. 4.13 Which outlet you prefer buying a mobile from?

60 Responses

Particula No. of Percentage

rs responden %
ts
1 27 45
2 14 23.3
3 12 20

74
4 7 11.7

Interpretation

45% people states that they prefer buying mobile from

Mobile shops. 23.3%
People purchases from hypermarkets and malls .for 20%
people doesn’t matter they can buy from any place. And
lastly 11.7% prefer to buy from nearest store to home and
offices.

Q14. 4.14 What do you think is the differentiating factor

of Samsung compared with its competitors?

60 Responses

75
Particula No. of Percentage
rs responden %
ts
1 25 41.7
2 24 40
3 31 51.7
4 35 58.3
5 19 31.7
6 18 30

Interpretation

41.7 % people think due to its affordable price it’s the

differentiating factor.
40% people like the innovative. Design is prefer by
51.7% .technology is
Prefer by 58.3%. 31.7% people likes applications and rest
30% are others.

Q15. 4.15 Are you satisfied with the product quality and
will you purchase a Samsung
Products in future?

60Responses

76
Particular No. of Percentag
s respondent e
s
1 32 53.3
2 11 18.3
3 17 28.3

Interpretation

53.3% respondents are totally satisfied with the product

quality and will also purchase its product in future whereas
18.3% are not satisfied and rest 28.3% are maybe satisfied.

77
Q16. 4.16 If you are satisfied Samsung member will you
switch to other product?

60Responses

Particula No .of Percentage

rs responden %
ts
1 28 46.7
2 25 41.7
3 7 11.7

Interpretation

46.7 % will definitely switch to other product whereas 41.7

will maybe switch and rest 11.7% will definitely not switch
to other product.

78
 CHAPTER 5

FINDINGS, SUGGESTIONS AND CONCLUSIONS

79
5.1 FINDINGS

1. The above Study shows that Samsung Company is best

multinational company all over the world.
2. People can buy the product as the price of Samsung
products is very affordable for every middle-class people.
3. As there are many competitors regarding in the field of
electronic products, but Samsung Company can maintain
their production and services.
4. Samsung Company has developed itself regarding Quality,
Price as per the business environment.
5. Samsung Company is trying their best to compete other
Companies and giving the best products and services.
6. Out of total no of customers, maximum no of customers
are satisfied by the products quality.
7. The Company provides good sales service.
8. Large numbers of customers are satisfied by the customer
service to the other features of the company's products.
9. From all the products available in the market, Samsung
mobile are most in demand as compared to the company's
other products and Samsung PCI Laptops are company's
other products.
10. Quality products are the highlights of Samsung Brand.
11. Most of the people are aware about Samsung products
through
12. When Samsung introduced its Smartphone in the
industry, its size was bigger as compared to that of Apple
iPhone but soon it released Galaxy $3 Mini in the market to
provide a feasibleeast in demand as compared to
theAlternative to the iPhone users.
13. The rating of any product can be evaluated only after the
customers have used it; in order to ensure that the rating is
given by only Samsung Smartphone users, there was a
screening question in the questionnaire. 14. The findings of
the survey showed that only 39% have ranked the
Smartphone in possessing excellent performance features
and majority of the respondents i.e., 33% gave good rating.
However, 6% even ranked it as poor in performance criteria.
15. When Samsung first introduced its smartphone in the
market, it undertook various marketing efforts from simple

80
to high prices Television Commercials (TVCs)
16. It is a known fact that any new brand that is entering for
the first time in the market must carry out a diverse range of
marketinginitiatives to create awareness about its presence.

5.2 SUGGESTIONS

1. Samsung is suggested to focus attention on enhancing the

potential of its online sales and marketing platforms.
2. The company must utilize existing platforms and create
new ones to make its products more easily accessible to the
target markets on the Internet.
3. The Company would benefit from the various features and
attributes of the Internet to enhance the research of its
marketing campaigns and thus improve the sales volume.
4. It must create sophisticated and advanced platforms and
integrate the use of social media and elements of the
integrated marketing communications strategy as part of its
Internet Marketing Strategy to target consumers more
effectively.
5. Samsung will be able to tap into online consumer base and
it would have a potentially large consumer base from which
is able to market its products.
6. This Study suggested that the Samsung electronics should
concentrate on producing products at high quality.
7. Most of the respondents came to know about the Samsung
TV via Advertisement.
8. This study suggested that distributers can be increased.
9. It seems like only high class and upper middle class can
buy Samsung products so the price should also be affordable
to lower middle class people below poverty line. 10. There
should be improvement and update with latest technical
design. Since rural metropolitan areas, mobile operators need
to promote their services to the rural populace. The company
may see greater sales of the SAMSUNG mobile if it offers
the device at a reasonable price and maintains a high
standard of quality.
11 If a SAMSUNG smart phone meets the user's needs (high
quality aesthetically attractive design, Wi-Fi, and Internet
access), the buyer will be loyal to the brand.
12. The SAMSUNG Group is considering expanding its

81
 network of service centre’s to better accommodate its
clientele.
13.SAMSUNG has the freedom to pick the most effective
channel through which to promote its mobile phone.
14. Samsung should control the oversupply of their products
as compared to the market demand and are also should
control indirectexpenses cost and should focus on Indian
market in which growth opportunity is available for
Samsung.
15.Samsung should also strong the profitability ratios and
charged a reasonable premium on high tech products.
16. Samsung should make policies for the betterment of their
liquidity position.

5.3 REFERENCE

o Barney, J., &Hesterly. W. (2019). Strategic Management and

CompetitiveAdvantage: Concepts

o Global Edition. London: Pearson Education Limited.

o Evans, V. (2013). Key Strategy Tools: The 80+ Tools for

Every Manager to Build a Winning Strategy.

o London: Pearson UK.

o Gander, J. (2017). Strategic Analysis: A Creative and

Cultural Industries Perspective. London: Taylor &h Francis.

o Hambrick, D., & Fredrickson, J. (2001). Are you sure you

have a strategy? Academy of Management Executive, 4(15),
48-59.

o Hartline, M., & Ferrell, O. (2006). Marketing Strategy.

Boston:MA: Cengage Learning.

o Išoraitė, M. (2009). Theoretical aspects of marketing

strategy. Ekonomikairvadyba: aktualijosirperspektyvoS:
mokslodarbai, 1, 114-125.

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o Knott, P. (2015). Does VRIO help managers evaluate a
firm's resources? Management Decision.

o Management Association, Information Resources. (2018).

Global Business Expansion: Concepts, Methodologies. Tools
and Applications: Concepts, Methodologies, Tools, and
Applications. New

o York: 1GI Global.

o Talia, A. (2012). Testing VRIN framework: resource value

and rareness as sources of competitive advantage and above
average performance. Management-Journal of Contemporary
Management Issues

o Vargas-Hernández, J., & Garcia, F. (2019). The Link

between a Firm’s Internal Characteristics and Performance:
GPTW & VRIO Dimension Analysis. REBRAE, 12(1), 19-
30.

o Dagnino, G.B. ed., 2012. Handbook of research on

competitive strategy. Edward Elgar Publishing.

o Eickelpasch, A., Lejpras, A. and Stephan, A., 2010.

Locational and internal sources of firm competitive
advantage: Applying Porter's diamond model at the firm
level.

o Fainshmidt, S., Smith, A. and Judge, W.Q., 2016. National

competitiveness and Porter's diamond

o model: The role of MNE penetration and governance quality.

Global Strategy Journal, 6(2), pp.81-104.

o *Ozgen, E., 2011. Porter's diamond model and opportunity

recognition: a cognitive perspective. Academy of
Entrepreneurship Journal, 17(2), p.61.

83
o Vlados, C., 2019. Porter's diamond approaches and the
competitiveness web. International Journal of Business
Administration, 10(5), pp.33-52.

o Morden, T., 2016. Principles of strategic management.

Routledge.

o Boon-Young Lee, Seung-JooLee (May 2004). Case Study of

Samsung's Mobile Phone Business. KDI School of Public
Policy and Management

84
o 5.4CONCLUSION

Samsung has positioned itself as one of the world's most

recognized leaders not only in cell phones, but in TVs and
appliances. The digital age is here, and Samsung is taking
every opportunity to advance in this technology to be a
competitive force. Their unwavering commitment to being
the world's best and pledge to be -better than its competitors
has given them the No .l global market share for more than a
dozen of their innovative products. Its marketing strategy
proved successful by sponsoring the Olympic Games and
other sporting events.

For over 70 years, Samsung has been dedicated to making a

better world through diversebusinesses that today span
advanced technology, semiconductors, skyscraper and plant
construction, petrochemicals,fashion, medicine, finance,
hotels, and more. Samsung Electronicsleads the global
market in high-tech electronics manufacturing and digital
media. Throughinnovative, reliable products and services;
talented people; a responsible approach to businessand
global citizenship; and collaboration with the partners and
customers, Samsung's taking theworld in imaginative new
directions.

Samsung is the most profitable tech company and one of the

most valuable brands in the worldtoday. It has sparked in
terms of creativity, and instead of meeting societal
requirements, theyhave begun to generate new ones.
Samsung's marketing strategy is an excellent example of
howto advance and improve as a marketer. The films from
the campaigns can also be shared, givingSamsung more
visibility outside of its usual marketing platforms. Samsung
is also known for its excellent customer care.
In the conclusion, the smart phone has become a means of
necessity in the modern world. The use of smart phone has
not only been limited to communicate with friends, families,
business personals but has a multi-purpose feature which
includes data storage, camera, multimedia and others. There
has been high demand for smart phones technological
advancement and modification in the phones whenever they
are introduced. Samsung mobile are one of the leading
sellers in Smartphone industries, but the competition is

85
always tuff with other brands. Most the Samsung mobile
users is the young and middle age grouped people. They
prefer phones with technological advancement and
prestigious phone that comes under economic cost.

86
 5.5 BIBLIOGRAPHY

Websites:

1 WWW.google scholar.com

2 www.samsung.com

3 www.logos.world.net

4 www.wikipedia.com

5 www.blog.log.com

6 www.koreaherald.com

7 www.androidSamsung.com

8 Research methodology: The Inside story of Samsung :

Geoffrey Cain

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 5.6. SUGGESTIONS

After completing the research work I came up with the

following suggestions that the brand could try to work on for
better future growth of Samsung in
India.

o Samsung should provide Offers with its products

o Should Appoint best Employees for

o customer care

o Security check should innovative

o Battery capacity must increase

o Samsung should expand its products target through

Advertisement

o Brand ambassador should be change

o Improve its body segments

o Should improve mobile designs and cameraquality.

o I don't think so any future growth needed but one thing I

have to say that there products should maintain price range
as it keeps higher price so they should look in to this matter:)

o About Samsung they need to give the focus on the

performance of the smart phone particularly CPU ,Gpu and
chipset and about the camera it’s absolutely amazing and the
quality of Samsung and durability is also fabulous.

o Should advertise more And more

o Should bring more and easy to use gadgets.

o To devote its talent and technology to creating superior

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products and services that contributes to a better global
society.

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 5.7.Annexure

Topic: A study on customer retention towards Samsung

1. Full Name

2. Your Gender
o Male
o Female
o Prefer not to say

3. In which age group you belong?

o 15-20
o 21-25
o 26-30
o 30 above

4. What is your occupation?

o Student
o Service
o Business
o Self-employed
o Housewife
o Retired

5. Have you ever used Samsung?

o Yes
o No
o Maybe

6. How is the marketing strategy of Samsung?

o Impressive
o Satisfactory
o Unsatisfactory

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7. How do you get to know about Samsung products?
o Social media
o Family/friends
o TV Advertisements
o Newspaper
o Other

8. Do Samsung offer durable products

Disagree
o 1
o 2
o 3
o 4
o 5
Agree

9. Do Samsung phones are fashionable and elegant

o Yes
o No
o Maybe

10.Your opinion towards Samsung store.

o Satisfied
o Neutral
o Not satisfied

11.While purchases Samsung products what attributes you keep

in mind?
 Quality
 Features
 Sustainability
 Price

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12.Compare to other smartphones your opinion about Samsung?
o Much better
o Somewhat of better
o About same
o Somewhat worst

13.Will you suggest your friends to buy Samsung products?

o Yes
o No
o Maybe

14.Which outlet you prefer buying a mobile from?

o Mobile Shops
o Hypermarket and mails
o Doesn’t matter (any place)
o Nearest store to your home and office

15.What do you think is the differentiating factor of Samsung

compared with its competitors?
 Affordable price
 Innovative
 Design
 Technology
 Application
 Other

16.Are you satisfied with the product quality and will you
purchase a Samsung products in future?
o Yes
o No
o Maybe

17.If you are satisfied Samsung member will you switch to

other products?
o Definitely
o Maybe
o Definitely not

18.Any suggestions for future growth of Samsung in India.

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19.

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