Data Analysis and Interpretations of Data2

8/11/2019 Data Analysis and Interpretations of Data2

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ayat hikshan ansthas

K B P

Vashi, Navi Mumbai

RESEARCH REPORT

OFMARKET POSITIONING OF SAMSUNG

Submitted To:Archana Salunkhe

BACHELOR OF MANAGEMENT STUDIES

Session -2014-15

Submitted By:

16070 Prajakt purav Class: SY BMS

DIV: B

Sr.No Topic Pg.NO


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Chap 11.11.21.31.4

Introduction to studyIntroductionObjective of studyScope/imp of studyResearch study1.4.1 type of reschers1.4.2 sampling1.4.3 sample size1.4.4 method

2 Methodology and Research and Development

3 1. Company Profile

o Origin

o Growth and Development

o Present Strategy

Future Strategy

4 2. Promotion Strategy for Nokia Mobile

o Promotion Plan

o Types of Promotion

5 Data Analysis & Data Presentation

6 Recommendations

7 Result and Observation (Conclusion)

8 Questionnaire

9 Bibliography


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Introduction of Study .

This report takes a look in consumer preference about thedifferent branded mobiles . This report includes the preference ,

expectations , likes and dislikes about the preffered brand . To

study the consumers personal views regarding the branded

mobiles like Samsung .

Samsung has long beena major manufacturer of electronics

components such as Mobiles , Tablets , Notes , Lithium-ion

batteries for consumers .The companys offerings include home

appliances such as TVs, monitors, printers, refrigerators, and

washing machines as well as key mobile telecommunications

products like smartphones and tablets. Samsung also continues

to be a trusted provider of key electronic components like DRAM

and non-memory semiconductors.

Objectives of the study :-

A good research design must focus its attention on research

objectives . Such objectives need to be clear to the researcher .

The whole research process is for achieving the research


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objectives . The research objectives are based on the type of

research .

The objectives of this particular research study are :-

1. To study the personal views of the VASHI peoples regarding

various branded mobiles .

2. To know the expectations of the peoples regarding various

mobiles .

3. Comparison between various branded mobiles .

4. To find out the factors influencing people while purchasing

branded mobiles . Price , use in daily life , Quality , Durability .

Importance / Scope of sutdy :-

The research study is important to find out the consumer

preference regarding the particular product . In this project the

research study is important to know the consumer preference ,

personal views and expectations about the various mobiles . Its

important to take change in products , price , quality , durability

according to the consumers expectations .


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Research Methodology :-

1 . Type of research .

It refers to a system of mobiles , procedures and techniques to

find the result of a research problem . there is no one universally

accepted model or technique that is used to collect

information and data . As a matter of fact , there are different

research techniques which are used to collect data.

2. Exploratory research .

Its undertaking when not much is known about the problem . In

this research data is collected through observation and interviews

. Exploratory research is also undertaken when some factors are

known but more information is needed to prepare on acceptable

theoretical model . This type of research is conducted because a

problem has not been clearly defined .

2. Sampling Methods .

A . Probability sampling method .


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1 . Primary Data :

Primary data constitute first hand information which is collected

for the first time in order to solve research problem . Such sata

are not collected earlier by anybody for any other purpose .

2 . Secondary Data :

Secondary data is next to primary data . This data is already

collected amd complied for the other purpose by someone other

than the researcher himself

Sources of secondary data :

A . Internal sources :

Provided by the organizations like past research reports , files ,

documents .

B . External sources :

Trade journals , reports and publications , company reports anddirectories etc .


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Questionnaire Method of data collecting :

Questionnaire is the most common research tool used for data

collection under field investigation . Its a well planned list of

questions prepared by researcher for the information and

reference of interviewer . He has to ask questions to respondent

as per questionnaire and note the answers supplied by the

respondents .This questions can be either open-ended or close.

Questionnaire is used when data is collected through personal

interviewer or through telephone survey or mail

Research designee and Layouts

Sampling methods: simple random sampling

Type of research: exploratory

Sample units working people in vashi area

Sample size 80


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Methods of data collections

Primary data: questionnaire

Secondary data: internet

Company profile

like other electronic companies Samsung origins were not involving electronics butother products.

In 1938 the Samsung's founder Byung-Chull Lee set up a trade export company inKorea, selling fish, vegetables, and fruit to China. Within a decade Samusng hadflour mills and confectionary machines and became a co-operation in 1951.Humble beginnings.

From 1958 onwards Samsung began to expand into other industries such asfinancial, media, chemicals and ship building throughout the 1970's. In 1969,Samsung Electronics was established producing what Samsung is most famous for,Televisions, Mobile Phones (throughout 90's), Radio's, Computer components andother electronics devices.


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1987 founder and chairman, Byung-Chull Lee passed away and Kun-Hee Lee tookover as chairman. In the 1990's Samsung began to expand globally buildingfactories in the US, Britain, Germany, Thailand, Mexico, Spain and China until1997.

In 1997 nearly all Korean businesses shrunk in size and Samsung was noexception. They sold businesses to relieve debt and cut employees down lowering

personnel by 50,000. But thanks to the electronic industry they managed to curbthis and continue to grow.

The history of Samsung and mobile phones stretches back to over 10 years. In1993 Samsung developed the 'lightest' mobile phone of its era. The SCH-800 and itwas available on CDMA networks.

Then they developed smart phones and a phone combined mp3 player towards theend of the 20th century. To this date Samsung are dedicated to the 3G industry.Making video,camera phones at a speed to keep up with consumer demand.Samsung has made steady growth in the mobile industry and are currently second

but competitor Nokia is ahead with more than 100% increase in shares.

History

Unlike other electronic companies Samsung origins were not involving electronics but otherproducts.

In 1938 the Samsung's founder Byung-Chull Lee set up a trade export company in Korea, sellingfish, vegetables, and fruit to China. Within a decade Samusng had flour mills and confectionarymachines and became a co-operation in 1951. Humble beginnings.

From 1958 onwards Samsung began to expand into other industries such as financial, media,chemicals and ship building throughout the 1970's. In 1969, Samsung Electronics wasestablished producing what Samsung is most famous for, Televisions, Mobile Phones(throughout 90's), Radio's, Computer components and other electronics devices.

1987 founder and chairman, Byung-Chull Lee passed away and Kun-Hee Lee took over aschairman. In the 1990's Samsung began to expand globally building factories in the US, Britain,Germany, Thailand, Mexico, Spain and China until 1997.


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In 1997 nearly all Korean businesses shrunk in size and Samsung was no exception. They soldbusinesses to relieve debt and cut employees down lowering personnel by 50,000. But thanks tothe electronic industry they managed to curb this and continue to grow.

The history of Samsung and mobile phones stretches back to over 10 years. In 1993 Samsung

developed the 'lightest' mobile phone of its era. The SCH-800 and it was available on CDMAnetworks.

Then they developed smart phones and a phone combined mp3 player towards the end of the20th century. To this date Samsung are dedicated to the 3G industry. Making video,cameraphones at a speed to keep up with consumer demand. Samsung has made steady growth in themobile industry and are currently second but competitor Nokia is ahead with more than 100%increase in shares.


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Growth And Development

For four consecutive years, from 2000 to 2003, Samsung postednetearnings higher than five-percent; this was at a time when 16 out of the30 top South Korean companies ceased operating in the wake of theunprecedented crisis.

In 2005, Samsung Electronics surpassed Japanese rival,Sony,for thefirst time to become the world's twentieth-largest and most popularconsumer brand, as measured byInterbrand.

In 2007, Samsung Electronics became the world's second-largestmobile-phone maker, overtaking Motorola for the first time.

[25]In 2009,

Samsung achieved total revenues of US$117.4 billion, overtakingHewlett-Packard to become the world's largest technology companymeasured by sales.

In 2009 and 2010, the US and EU fined the company, together witheight other memory chip makers, for its part in a price-fixing schemethat occurred between 1999 and 2002. Other companies fined included

Infineon Technologies,Elpida Memory andMicron Technology.InDecember 2010, the EU grantedimmunity to Samsung Electronics foracting as aninformant during the investigation (LG Display, AUOptronics, Chimei InnoLux, Chunghwa Picture Tubes and HannStarDisplay were implicated as result of the company's intelligence).

Despite consistent growth, Samsung, along with its chairman Lee Kun-hee, has developed a reputation for insecurity regarding its financial

stability and the potential for future crises to arise. After returning froma temporary retirement period in March 2010, Kun-hee stated that"Samsung Electronics' future is not guaranteed because most of ourflagship products will be obsolete in 10 years from now.
http://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Sonyhttp://en.wikipedia.org/wiki/Interbrandhttp://en.wikipedia.org/wiki/Mobile_phone#Markethttp://en.wikipedia.org/wiki/Samsung_Electronics#cite_note-25http://en.wikipedia.org/wiki/Samsung_Electronics#cite_note-25http://en.wikipedia.org/wiki/Samsung_Electronics#cite_note-25http://en.wikipedia.org/wiki/Infineon_Technologieshttp://en.wikipedia.org/wiki/Elpida_Memoryhttp://en.wikipedia.org/wiki/Micron_Technologyhttp://en.wikipedia.org/wiki/Immunity_from_prosecutionhttp://en.wikipedia.org/wiki/Informanthttp://en.wikipedia.org/wiki/Informanthttp://en.wikipedia.org/wiki/Immunity_from_prosecutionhttp://en.wikipedia.org/wiki/Micron_Technologyhttp://en.wikipedia.org/wiki/Elpida_Memoryhttp://en.wikipedia.org/wiki/Infineon_Technologieshttp://en.wikipedia.org/wiki/Samsung_Electronics#cite_note-25http://en.wikipedia.org/wiki/Mobile_phone#Markethttp://en.wikipedia.org/wiki/Interbrandhttp://en.wikipedia.org/wiki/Sonyhttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Net_income


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Samsung has emphasized innovation in its management strategy sincethe early 2000s and it again highlighted innovation as part of corestrategies when it announced the Vision 2020 in which the company setan ambitious goal of reaching $400 billion in annual revenues within ten

years. In order to cement its leadership in the areas of memory chip andtelevision production, the company has invested aggressively in researchand development. The company has 24 research-and-developmentcenters around the world.

In April 2011, Samsung Electronics sold itsHDD commercialoperations toSeagate Technology for approximately US$1.4 billion. Thepayment was composed of 45.2 million Seagate shares (9.6 percent of

shares), worth US$687.5 million, and a cash sum for the remainder.

[35]

In the first quarter of 2012, the company became the highest-sellingmobile phone company when it overtookNokia,selling 93.5 millionunits compared to Nokia's 82.7 million units. Samsung also became thelargest smartphone vendor as a result of strong sales of itsGalaxy SIIandGalaxy Note devices.

In May 2013, Samsung announced that it had finally managed to test

speed-enhanced fifth generation (5G) technology successfully.

In April 2013, Samsung Electronics' new entry into itsGalaxy S seriessmartphone range, theGalaxy S4 was made available for retail. Releasedas the upgrade of the best-sellingGalaxy S III,the S4 was sold in someinternational markets with the companys Exynos processor.

In July 2013, Samsung Electronics forecasted weaker than expectedprofits for its April to June quarter. While analysts expected around 10.1

trillion won, Samsung Electronics estimated an operating profit of9.5trillion (US$8.3 billion).

[38]During the same month, Samsung acquired

the media streaming device manufacturerBoxee for a reported $30million.
http://en.wikipedia.org/wiki/Hard_disk_drivehttp://en.wikipedia.org/wiki/Seagate_Technologyhttp://en.wikipedia.org/wiki/Samsung_Electronics#cite_note-35http://en.wikipedia.org/wiki/Samsung_Electronics#cite_note-35http://en.wikipedia.org/wiki/Samsung_Electronics#cite_note-35http://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Samsung_Galaxy_S_IIhttp://en.wikipedia.org/wiki/Samsung_Galaxy_Note_%28original%29http://en.wikipedia.org/wiki/Samsung_Galaxy_S_serieshttp://en.wikipedia.org/wiki/Samsung_Galaxy_S4http://en.wikipedia.org/wiki/Samsung_Galaxy_S_IIIhttp://en.wikipedia.org/wiki/South_Korean_wonhttp://en.wikipedia.org/wiki/South_Korean_wonhttp://en.wikipedia.org/wiki/Samsung_Electronics#cite_note-38http://en.wikipedia.org/wiki/Samsung_Electronics#cite_note-38http://en.wikipedia.org/wiki/Samsung_Electronics#cite_note-38http://en.wikipedia.org/wiki/Boxeehttp://en.wikipedia.org/wiki/Boxeehttp://en.wikipedia.org/wiki/Samsung_Electronics#cite_note-38http://en.wikipedia.org/wiki/South_Korean_wonhttp://en.wikipedia.org/wiki/Samsung_Galaxy_S_IIIhttp://en.wikipedia.org/wiki/Samsung_Galaxy_S4http://en.wikipedia.org/wiki/Samsung_Galaxy_S_serieshttp://en.wikipedia.org/wiki/Samsung_Galaxy_Note_%28original%29http://en.wikipedia.org/wiki/Samsung_Galaxy_S_IIhttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Samsung_Electronics#cite_note-35http://en.wikipedia.org/wiki/Seagate_Technologyhttp://en.wikipedia.org/wiki/Hard_disk_drive


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On August 5, 2013, invitations were received for the "SamsungUnpacked 2013 Episode 2" event on September 4, 2013 in Berlin,Germany during the annual IFA conference. While the invitation doesnot present any details of the event, industry figures stated that the

launch of theGalaxy Note III device is expected, as Samsung used the2012 IFA conference to launch theGalaxy Note II.

Samsungs mobile business chief Shin Jong-kyun stated to theKoreaTimeson September 11, 2013 that Samsung Electronics will furtherdevelop its presence in China to strengthen its market position in relationto Apple. The Samsung executive also confirmed that a 64-bitsmartphone handset will be released to match the ARM-based A7

processor of Apple's iPhone 5s model that was released in September2013.[41]

Due to smartphone salesespecially sales of lower-priced handsets inmarkets such as India and ChinaSamsung achieved record earnings inthe third quarter of 2013. The operating profit for this period rose toabout 10.1 trillion won (US$9.4 billion), a figure that was boosted bymemory chip sales to customers such as Apple, Inc.

On October 14, 2013, Samsung Electronics offers an apology for usingrefurbished components from cheaper desktop computers to fix higher-end products on the heels of growing criticism of the tech giant'sunethical business practices as exposed Sunday by MBC TVs currentaffairs magazine 2580.
http://en.wikipedia.org/wiki/Samsung_Galaxy_Note_IIIhttp://en.wikipedia.org/wiki/Samsung_Galaxy_Note_IIhttp://en.wikipedia.org/wiki/Samsung_Electronics#cite_note-41http://en.wikipedia.org/wiki/Samsung_Electronics#cite_note-41http://en.wikipedia.org/wiki/Samsung_Electronics#cite_note-41http://en.wikipedia.org/wiki/Samsung_Electronics#cite_note-41http://en.wikipedia.org/wiki/Samsung_Galaxy_Note_IIhttp://en.wikipedia.org/wiki/Samsung_Galaxy_Note_III


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Samsung Business Strategy

Samsungs marketplace strategy, on the other hand, is to flood themarket with a myriad of products in a short period of time. Samsungappeals to more markets by providing a plethora of gadgets such as cellphones, smartphones, tablets, etc. to both low and high-end marketsmeaning at least one of their products will, presumably, appeal to aperson. Samsung has done well in the low-end market, but has onlyrecently begun increasing its presence in the smartphone market and hasenjoyed a good amount of success thus far as a result. For example, in

the past year has seen Samsung gain a lot of share in the smartphonemarket. Its market share has doubled to more than 36% in Q2 2011 fromabout 18% during the same period last year. Samsungs rapid marketshare increase in the smartphone marketplace can be partially attributedto Samsungs large amount of different devices as compared to Apple

and other competitors3along with, Its huge lead over Apple in the

second quarter of 2012, when it sold nearly twice as many smartphonesas Apple, was partly driven by the success of the Galaxy S III whichsold more than 10 million units in under two months. The successfullaunch and subsequent consumer reaction to the Galaxy S III, i.e.Samsungs answer to the iPhone, was another reason for such a large

growth in their market share. Lastly, Samsung is not only the biggestadopter of Googles Android software, but they also have smartphones

running the Windows Phone OS as well. While Apple is narrowed to itsown iOS, Samsung is not held by these same boundaries; Samsungs

flood the market strategy works so well because they are able to not onlydiversify their hardware, but the software


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FUTURE STRATEGIES

Samsung may well be the most competitive player,

but Apple is the most profitable player becauseApple is the king of the premium segment of themarket. Average selling price of iPhone is muchhigher than its competitors, and it yields very highmargins for Apple.

Despite all the efforts like, lower prices, aggressivemarketing, innovations, etc. Samsung so far has not

been able to challenge Apple's dominance in thepremium segment. Samsung reported a mutedgrowth in the sales of its premium handsets for thelast reported quarter, whereas Apple reported an 8%

sequential rise in the iPhone shipments during thesame period.


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PROMOTION STRATEGIES FOLLOWED BY SAMSUNG

PROMOTION:

Promotion is an element in an organization Marketing Mix that serves to Inform,

persuade and/or remind people about an organization's or individual's goods,

service, Image, ideas, community, involvement or impact on society. Promotion is

used in hopes of influencing the recipient's feeling beliefs, or behaviour, through

any form of communication.

Promotion Plans:

Promotion for Dealers:

o Whole Seller: Promotion by samsung to whole seller have given the credit

facility and discount in bulk purchase.

o Retailer: Commission and after sales service give to the retailer to promote

their product.

PROMOTION OF CUSTOMERS

Nokia has given to the different product to the different customer using different

techniques of promotion like product differentiation


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TYPES OF PROMOTION FOLLOWED BY

SAMSUNG

1.Advertising

2.Personal Selling

3.Sales Promotion

4.Publicity

5.Public Relations

6.Word of Mouth

7.Direct Mail


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Data analysis and interpretations of data

Q1) which brand do you prefer ?

Options No of responses In per%Samsung 33 36.66%

LG 25 27.77%

Nokia 20 22.22%

others 12 13.33%

0

5

10

15

20

25

30

35

samsung LG nokia others

Series 1

Series 1


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Q2)which brand do u give second preference

Options No of responses n per%

Samsung 24 26.66%

Lg 26 28.88%Nokia 35 38.88%

others 15 16.665

0

5

10

15

20

25

30

35

samsung LG Nokia others

Series 1

Series 1


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Q3) hav you buy any Samsung phone

Yes 78

no 12

0

10

20

30

40

50

60

70

80

90

YES

NO


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Q.4 what are the qualities you look for in a Mobile Phone?

20%

30%

10%

20%

20%

Percentage in flavour

Style

Design

Brand

Price

Technology


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Q5. Which is the most popular market capturer according to you?

50%

26%

10%

14%

Percentage in views

Samsung

LG

Nokia

Others


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Q6. For how long you are using your handset?

45%

18%

37%

Percentage in Views

Less than 6

months

More than 6months but less

than 1 year

More than 1 year


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RECOMMENDATIONS

1. More attention and concern should be given to the highest selling outlets of

SAMSUNG and the chain should reach to the consumer as well.

2. Company should invest money on advertising through media, Internet and personal

selling to promote the products, to increase awareness in the market.

3. Holdings on outlets and publication in the prominent magazines help in increasing its

awareness among the consumer to evoke the demand of their brand.

4. Policy of replacing problem arising sets should be done timely and the retailer should

be accommodated immediately.

5. Allurement and discount schemes should be given to the highest selling outlets of

SAMSUNG and the chain should reach to the consumer as well.

6. More glow sign and broad should be installed.

7. Contests sweep stakes and games should be arranged on regular basis for the

consumer involving incentives and prizes.

8. The sales executive should go to each outlet of their route once in a week and try to

cover outlet that are in a distributor network.

9. The net and free sample scheme should be the same for net every retailers by the

company.


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CONCLUSION

As per the research work done by us, we conclude that Cell phone industry is growing with a

very great pace and has a very remarkable prospect in future. SAMSUNG is leading player

in the cellular industry and is very much ahead from its competitors like LG, NOKI

OTHERS , who are still trying to compete with it. In any markets there are market leaders

and followers, and in most cases market leaders lose market share to followers, for many

reasons such as pricing, availability, "user-friendliness", relevance to the target audience etc.

It's inevitable. Can SAMSUNG be beaten? On one hand, it is up to SAMSUNG marketing

department, and its agencies. So far the brand has established itself well in many markets,

and consumers have identified with what the brand has to offer. But that does not mean they

cannot lose the brand battle. To remain at the front of the pack, one must constantly be

innovative, the minute you lose that edge competitors will definitely overtake. On the other

hand it also depends on the competitors. How far are they willing to stretch? Are they willing

to take SAMSUNG head-on? How? What will the outcome be? For the same reason that

SAMSUNG has managed to gain market share and be ranked number 6 in the Global Brand

Scoreboard, certainly someone else can,t do the same


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Questionnaire

Name:

Age:

Address:

Contact No....

1. Do you have Mobile Phone?

Yes

No

2. Which brand you prefer?

Nokia

Samsung

LG

Others

3. Have you satisfied with the function of preferred laptops?

Yes

No

4. Are you satisfied with price range of preferred product ?

Yes

No


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5. What is the reason behind your preference for the above particular Handset?

Price

Quality

Technology

Design

Style

6. Which is the most popular market capturer according to you?

Nokia

Samsung

LG

Others

7. What is the reason behind your preference for the above market capturer ?

Advertising

Quality Assurance

Price affordability

Resale value

Warranty period

8. Do you want any change in preferred brand ?

Yes

No


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BIBLIOGRAPHY

WEBSITES :-

www.google.com

wwwsamsung.com

www.comparetheproduct.com

Data Analysis and Interpretations of Data2

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