A Brief Assignment On Samsung Mobile

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REPORT

Transcript of A Brief Assignment On Samsung Mobile

Page 1: A Brief Assignment On Samsung Mobile

REPORT on SAMSUNG

A

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Prepared by

PREPARED FOR

MR. AWAL AL KABIR

FACULTY

DEPARTMENT OF MANAGEMENT STUDIES

FACULTY OF BUSINESS STUDIES

JAHANGIRNAGAR UNIVERSITY

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Samsung Group is a South Korean multinational con-glomerate company headquar-tered in Samsung Town, Seoul. It comprises numerous subsid-iaries and affiliated business-es, most of them united under the Samsung brand, and is the largest South Korean chaebol.

Samsung was founded by

Lee Byung-chul in 1938 as a trading company. Over the next three decades the group diversified into areas includ-ing food processing, textiles, insurance, securities and retail.

Samsung entered the elec-tronics industry in the late 1960s and the construction and shipbuilding industries in the mid-1970s; these areas would

drive its subsequent growth. Since the 1990s Samsung has increasingly globalised its activities, and electronics, par-ticularly mobile phones and semiconductors, has become its most important source of income. In 2013, Samsung begun construction on build-ing the world’s largest mo-bile phone factory in Vietnam

SAMSUNG

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Strategy Adoption

Handsets and It solutions scales increased dramatically for APPLE and SAMSUNG .

Just a few years ago Samsung was struggling to catch up in the smartphone market. Now it makes more of them than anybody else and has Apple on the back foot, in addition to being the world’s largest technology company by revenue. It has boosted its profile and being listed as 21st valuable brands in the world. Samsung is better than any-body else at learning from its competitors. They’re very attuned to what competitors are doing and what other people are bringing to market first and observing what seems to be gaining traction, then very rapidly coming up with their own version of

that innovation. The company pivots and produces quickly, coming out with a variety of devices. It sees what the market responds to, pushes successes, and kills failures. And now, rather than just providing a cheaper and lesser phone, it’s differentiated itself with larger screens, different features, successful marketing, and delivering what consumers want. Samsung seems to be more willing and able to put their money to use. Samsung’s research spend is 5.7 percent of its revenue, compared to 2.4 percent for Apple.

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As we can see, here is a matrix consists of four products. Samsung Galaxy s4 as STAR, Samsung Galaxy Grand as QUESTION MARK, Samsung Galaxy Young as CASH COW, and Samsung Feature Phones as DOGS. This classification based on selling volume and intensity of demand of the respective product. There’s a chart based on selling volume and demand of the product. Within three months galaxy s4 has been sold over 14.23 million unit world since its relese. On the same amount of time Grand’s sale volume was 6.12 mil-lion unit, Samsung Galaxy Young ‘s sale volume was 4.88 million and Samsung Star’s sale volume was 2.55 million unit.

BCGSamsung mobile

MATRIX

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SWOT

SAMSUNG Mobile

Analysis

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Buying Decision

As we can see here consumers decision of buying Smartphone is mostly Samsung. Because it has wide range of smartphones for rich as well as middle class buyers. For this reason There market share is also Higher than their competitors.

There is a servey done by Businessinsider.com shows that 53% android smartphone buyers prefer Samsung Smart-phone over any brand. Samsung seems to be more willing and able to put their money to use. Samsung’s re-search spend is 5.7 percent of its revenue, compared to 2.4 percent for Apple.Samsung is a diverse business with chips, displays, and other technology. This pays divi-

dends, allowing it to compete on price and increasingly, offer features Apple hasn’t gotten to. Although, many would ar-gue that Apple chooses not to include certain features Sam-sung offers.By providing good products in affordable price, Samsung managed to reach every as-pects of their customers.That’s certainly been the case for its flagship Galaxy phones. Samsung’s advertising push has been absolutely massive.

In the U.S., where the iPhone is still pretty dominant, last year the company increased its advertising budget five-fold, to $401 million from $78 mil-lion. That’s $68 million ahead of Apple, and more than $200 million ahead of its nearest competitor in the Android market. And that’s only a frac-tion of its ad budget.This huge marketing effort makes them the worlds num-ber#1 mobile handset produc-ing company.

Consumers

Controlling Factors

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Samsung being a mobile phone importing company in Bangladesh focuses on urban area as well rural area, for example, the Samsung Galaxy young in rural area and urban area of Bangladesh. This segment involves “mass market, low- and medium-end units to rural customers or high-end products to urban customers”. To deal with an extensive product line, a mass market capacitates Samsung to satisfy consumer needs. Because Samsung enters Bangladesh’s market late, it faces challenges to be succeeded in mass market. Furthermore, the rural market, which is approximately 80% of the whole market, is aimed by Samsung via the “low-end units”. However, because of the previous businesses of “low-cost, low-end hansets”, Samsung had to exploit a new “high-end smartphones like Samsung Galaxy s4” in urban market. With the remarkable improvement of people’s living standard, the quantity of high-end smartphones in urban market in Bangladesh is increasing though the segment is not big.

Market segmentation means that businesses divide their markets into a few sections with similar features, so that they can target different groups of consumers and produce merchandise or service for them.

MarketSEGMENTATION

Based on Price and Place

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Samsung Electronics regularly conducts the survey on the customers’ satisfaction about the entire life cycle of products and services (sales, in-stallation, A/S) thereby understands the CS level and customers’ needs by each section and reflects on the management strategy for the customer satisfaction since 1992. Consumers see products as complex bundles of benefits that satisfy their needs. We have selected Samsungs latest Flagship smartphone Samsung Galaxy s4 in order to describe the levels of product relevantly. People who buy a Samsung Galaxy s4 device are buying more than a cell phone, an e-mail device, or an organizer. They are buying freedom and on-the-go connectivity to people and resources.

ConnectivityCore product

Aftersales serviceAugmented Product

The SmartPhoneActual Product

PRODUCT

Samsung Mobile

The Levels of

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Samsung Electronics Co. (SEC) of Seoul, Korea, is perfecting its funda-mental approach to product, process and personnel development byusing Six Sigma as a tool for innovation, efficiency and quality.SEC was founded in 1969 and sold its first product, a television receiver, in 1971. Since that time, the company has used tools and techniques such as total quality control, total process management, product data management,enterprise resource management, supply chain management and customer relationship management. Six Sigma was added to upgrade these existing innovations and improve SEC’s competitive po-sition in world markets. The financial benefits made possible by Six Sigma, including cost savings and increased profits from sales and new product development, are expected to approach $19.4 billion by the end of 2013.

Strategic Objective

SEC wants to be a borderless, global brand that is a household word wherever its products and services are available. SEC’s strategic objective is to create both qualitative and quantitative growth and deliver competi-tive value to all stakeholders—customers, partners andshareholders—while maintaining profitability. The objective is focused on the value chain of the company’s four major businesses—home, mobile and office networks and core components. The emphasis is on creating a solid framework for these businesses by optimizing the supply chain to make operations as efficient and timely as possible.To achieve the goal of efficiency and timeliness, SEC has integrated SixSigma into its entire business process (see Figure 1, p. 15). SEC saw the universal adoption of Six Sigma throughout the company’s 16 business-es worldwide as the way to perfect its fundamental approach to product, process and personnel development.

PRODUCTNEW

Development Process

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When implemented strategically, Six Sigma can help companies turn over working capital faster, reduce capital spending, make existing capacity available and new capacity unneces-sary, and produce even better results from the design and R&D functions. Such outcomes also foster a working environment that stimulates employee development, motivation, morale,empowerment and commitment, leading to in-creased opportunities for promotions. The four factors that have made Six Sigma successful throughout Samsung’s international operations and culture are: • Strong proactive support with required resourc-esprovided by top management.• Acceptance and implementation of Six Sigma’sbasic disciplines by employees.• Linkage with all innovative and infrastructure activities.• Accurate and fair evaluation of all successful SixSigma projects, with meaningful recognition andrewards for employees.A flattening of SEC’s organizational structure, makingit much easier for key decisions to be made at lower levels, was another factor contributing to Samsung’s successes from Six Sigma. BBs and MBBs are encouraged to act as change agents. Career developmentpaths for these internal experts are evaluated

continually to ensure a win-win alignment of individuals with company goals. Six Sigma’s role in improving development and manufacturing operations has been well-documented. But not many people realize Six Sigma is making a ma-jor impact in a wide range of new functions and processes. These include transactional activities such as completing an invoice, designing procedures to improve cycle time and improving processes in human resources, accounting, business plan-ning, sales, call centers and customer services. In fact, all business processes are candidates for Six Sigma. Samsung’s finance and marketing people have begun to embrace it. One reason this wider range of employees can participate in Six Sigma is that advanced computer software is making statistical tools easier to use.

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PRICING

Samsung Galaxy s4

Samsung Galaxy s4 mini

Samsung Galaxy Young

Galaxy S 4 seems to be the most compact, lightest, and fastest among all cellphone devices. Samsung Galaxy S 4 is Samsung’s, and perhaps even Android’s, best phone yet. In fact, it very well may be the best smartphone on the market, period. It features 5 inch display, 2 GHz octa core processor, 2 GB ram and android jelly bean.

High End

Samsung has now introduced the Galaxy S4 mini. A mid-range smartphone for those who prefer a smaller device at a lower price point. While the name may imply that the Samsung Galaxy S4 mini is simply a miniatur-ized S4, the device specs are a far cry from what you’ll find in Samsung’s flagship Android device.there are also other types of sets like Samsung grand,core etc.

Mid Range

For middle class people who can’t afford much, Samsung has announced a new Android phones under its Galaxy series, Samsung Galaxy Young. The smartphone is powered by Android Jelly Bean 4.1 and 1 GHz processor.Samsung Galaxy Young will feature a 3.27 inch full touch HVGA resolution screen and 3 megapixel camera at the back.

Low End

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At Samsung Electronics, all of their ad-vertising activities are designed to provide the public with accurate information on who they are and what they make through fair and high-quality advertisements, thus helping cus-tomers with their buying decisions.

Advertisement worldwide media and potential customers, recognize that creating a good image through mass media is as important as innovative products. Samsung also is highly aware of the fact that delivering overall company and product information accurately to shareholders is significant for their investment decisions. Since they understand that a ripple effect is part of the advertising process, they are attentive to every detail, from meticulous planning to the final release on media. In a broad sense, Samsung Electronics’ advertisement is centered on the empowerment of corporate brand identity and product. In Korea, the PR team at the Seoul

Headquarters is in charge of the PR functions, where as each business unit°Øs marketing team is in charge of the product advertise-ments.The same principle lies at overseas subsidiaries and branches pursuant to Samsung Electronics’ ethical guidelines and global marketing strategies. Most advertising made for Korean consumers is outsourced to advertising agencies. In these cases, the TV advertisement is released on media after careful examination by the organizations of advertisement consultation to make sure that the ad meets legal and moral concerns. For printed advertisements, the in-house committee conducts an examination with ethical code after their public release. With production made for overseas consumers, overseas subsidiaries and branches carry out advertising activities mostly related with product advertisements and firmly abide by the laws, regulations and moral concerns of the country in which they operate.

Sensitive touch feature NFC Feature Group Play Feature

SYSTEMADVERTISEMENT

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When Samsung wants to get behind some-thing, it can do so with considerable weight.

That’s certainly been the case for its flagship Galaxy phones. Samsung’s advertising push has been absolutely massive. n the U.S., where the iPhone is still pret-ty dominant, last year the company increased its advertising budget five-fold, to $401 million from $78 million. That’s $68 million ahead of Apple, and more than $200 million ahead of its nearest competitor in the Android market. And that’s only a fraction of its ad budget. Apple has a huge cash pile, but Samsung

seems to be more willing and able to put their money to use. Samsung’s research spend is 5.7 percent of its revenue, compared to 2.4 percent for Apple.

Samsung is a diverse business with chips, displays, and other technology. This pays dividends, allowing it to compete on price and increasingly, offer features Apple hasn’t gotten to. Although, many would argue that Apple chooses not to include certain features Samsung offers.

Market Share of smartphone producing firms Advertisement of Samsung

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CONCLUSIONTHE

Samsung MOBILE is an entertainment powerhouse. If anyone is looking for a phone that can offer excellent photo and video quality, with excellent choices for live and on-demand TV, this company can be the for anyone. The screen is gorgeous, the battery life is impressive, the camera/camcorder capture every-day memories with excellent quality, and the gaming experience is fun of this brand’s product.

RECOMMENDATION Samsung mobile phones are generally of good design. If one do not require high technology functions, buying a cellular phone for basic use may only be what is necessary. Some cellular phones are for basic use including Samsung cellular phones. It is more reasonable to buy basic cellular phone models if one do not need to play with the cellular phone and Samsung cellular phone may be what is the best for anyone. Some of those trying to find the functionality of a Samsung earned him the nickname of some bad phone, but very well. Its good because the designs are excellent and the battery life is good. A bit difficult because some of the features of high technology and not on mobile phones from Samsung, in particular, is a mobile phone for basic use. Some basic complaints encountered Samsung phone, which happens only very few people who moved and are called the generation of scratches and the volume distorted. This is only a few users, and make sure they do not feel that this is a Samsung, you can ask the friendly staff recommendation for the Samsung. For some who could not wait, buy a Samsung mobile phone is still a clear choice, because the designs are upbeat and beautiful. A big advantage is that the battery life is longer than other phones. Just enjoy the basic functions and beautiful design for Samsung mobile phones.