CENTRE FOR MANAGEMENT
STUDIES
Jamia Millia Islamia, New Delhi 110025
COMPREHENSIVE POJECT WORK
MBA CP 402
Name Mohd. Javed
Roll no 09 MBA -37
Project Marketing strategies of Samsung
mobile phone in Indian handset
market.
Area Marketing
Signature of the
student……………………………………..
Signature of the
guide………………………………………..
Date 24-11-2010
TITLE:
Marketing strategies of Samsung mobile phone in Indian
handset market.
ABSTRACT:
The global communications industry has been changing during
the past few years, and quite dramatically. Wireless
communication, as a result, proves to be a hot area for telecom
suppliers. Accordingly, the demand for handset products, from
businesses to consumers continues to rise. The question is how
handset manufacturers have fit their global marketing strategies
to win widespread acceptance as competition intensifies. Thus,
this analysis highlights the marketing strategy of Samsung in
India. It provides a detailed account of Samsung's marketing
strategies to garner more market share. The case examines
Samsung's approach to product, pricing, distribution and
promotion. The case also provides insights into the future
prospects of the company in light of the increasing competition
and the slowdown in the consumer electronics market.
INTRODUCTION
Samsung is a well known electronic appliances manufacturer
company. Samsung deals in all over the world. Samsung products
are very famous in India. The Samsung brand is the best
known South Korean brand in the world and in 2005,Samsung
overtook Japanese rival Sony as the world's leading consumer
electronics brand and became part of the top twenty global
brands overall.
From its inception as a small export business in Taegu, Korea,
Samsung has grown to become one of the world's leading
electronics companies, specializing in digital appliances and
media, semiconductors, memory, and system integration. Today
Samsung's innovative and top quality products and processes are
world recognized. This timeline captures the major milestones in
Samsung's history, showing how the company expanded its
product lines and reach, grew its revenue and market share, and
has followed its mission of making life better for consumers
around the world.The digital age has brought revolutionary
change – and opportunity – to global business, and Samsung has
responded with advanced technologies, competitive products,
and constant innovation.
Samsung perfectly positioned as one of the world's recognized
leaders in the digital technology industry.
Samsung trying to being the No.1 global market share for 13 of its
products, including semiconductors, TFT-LCDs, monitors and
CDMA mobile phones. Looking forward, Samsung making historic
advances in research and development of our overall
semiconductor line, including flash memory and non-memory,
custom semiconductors, DRAM and SRAM, as well as producing
best-in-class LCDs, mobile phones, digital appliances, and more.
Samsung Group's subsidiaries, downsized the company, and
merged other operations to concentrate on three industries:
electronics, engineering, and chemicals (Samsung Electronics).
Samsung is the world's largest manufacturer of Televisions and
various other consumer electronics. Samsung is the world's
second largest mobile phone maker. Samsung became the largest
producer of memory chips in the world in 1992-Samsung, the
world's second-largest chipmaker after Intel. In 1995, it built its
first liquid-crystal display screen. Sony, which had not invested in
LCDs, contacted Samsung to cooperate. In 2006,Sony-LCD was
established as a joint venture between Samsung and Sony in
order to provide a stable supply of LCD panels for both
manufacturers’-LCD is owned by Samsung and Sony 51% to 49%
respectively.
Samsung has overtaken Motorola in India’s handset market (for
the third place), as per the latest ORG figures.
Handset Market Share
Nokia: 59.5%
Sony: 8.1%
Samsung: 7%
Motorola: 5.9%
Objectives:
• To study about the marketing mix of Samsung .
• To study about the different range of products of
Samsung.
• To study about the customer satisfaction level
towards Samsung cell phones.
• Comparative analysis of Samsung cell phone.
• To study about the various promotional
• tools used by Bay Samsung in Indian mobile
handset market.
RESEARCH METHODOLOGY:
• Research design
• sampling plan
• Instruments of collection of data
• Data analysis and interpretation
BIBLIOGRAPHY AND REFERENCES:
• www.business-standard.com
• www.wikipedia.org
• www.businessweek.com
