Founded

1938

Founders

Lee Byung-chul

Headquart
ers

Seoul, South Korea

Area
served

Worldwide

Key
people

Lee Kun-hee

Products

Apparel, chemicals, consumer electronics,

(Chairman of Samsung Electronics)

electronic components, medical equipment,

precision
instruments, semiconductors,ships, telecom
munications equipment
Services

Advertising, construction,
entertainment, financial services, hospitality,
information and communications technology
services, medical services,retail

Revenue

US$ 327 billion (2013)

Net
income

US$ 30.1 billion (2013)

Total
assets

US$ 100.4 billion (2013)

Total
equity

US$ 70.3 billion (2013)

Employee
s

427,000 (2013)

Subsidiari
es

Samsung Electronics
Samsung Life Insurance
Samsung Fire & Marine Insurance
Samsung Heavy Industries
Samsung C&T
Samsung SDS
Samsung Techwin etc.

Website

Samsung.com

Company Profile

INDIA

Samsung India is the hub for Samsung's South West Asia Regional operations. The South West
Asia Headquarters, under the leadership of Mr. J S Shin, President & CEO, Samsung India
which commenced its operations in India in December 1995 enjoys a sales turnover of over US$
1Bn in just a decade of operations in the country.
Headquartered in New Delhi, Samsung India has widespread network of sales offices all over the
country. The Samsung manufacturing complex housing manufacturing facilities for Color
Televisions, Mobile phones, Refrigerators and Washing Machines are located at Noida, near
Delhi.
Employing approximately 138,000 people in 124 offices in 56 countries,
Company consists of five main business units:
o Digital media Business
o LCD Business
o Semiconductor Business
2

o Telecommunications
o Digital Appliance Business

Samsung India Mobile:

Samsung India Mobile a telecom equipment manufacturer, head office in New Delhi
and country head Mr. Sunil Dutt. Samsung has divided the mobile business in to
areas:

GSM Mobile Business.

CDMA Mobile Business.

HISTORY
Name: According to the founder of Samsung Group, the meaning
of the Korean hanja word Samsung () is "tristar" or "three
stars". The word "three" represents something "big, numerous
and powerful. the stars mean eternity
1938 to 1970

The headquarters of Sanghoes in Daegu in the late 1930s

In 1938, Lee Byung-chull (19101987) of a large landowning family in the Uiryeong county
came to the nearby Daegucity and founded Samsung Sanghoe (, ), a
3

small trading company with forty employees located in Su-dong (now Ingyo-dong).It dealt in
groceries produced in and around the city and produced its own noodles. The company
prospered and Lee moved its head office to Seoul in 1947. When the Korean War broke
out, however, he was forced to leave Seoul and started a sugar
refinery in Busan named Cheil Jedang. After the war, in 1954, Lee foundedCheil Mojik and
built the plant in Chimsan-dong, Daegu. It was the largest woolen mill ever in the country
and the company took on the aspect of a major company.
Samsung diversified into many areas and Lee sought to help establish Samsung as an
industry leader in a wide range of enterprises, moving into businesses such as insurance,
securities, and retail. President Park Chung Hee placed great importance on
industrialization, and focused his economic development strategy on a handful of large
domestic conglomerates, protecting them from competition and assisting them financially.
In 1947, Cho Hong-jai (the Hyosung groups founder) jointly invested in a new company
called Samsung Mulsan Gongsa, or the Samsung Trading Corporation, with the Samsung
Group founder Lee Byung-chull. The trading firm grew to become the present-day Samsung
C&T Corporation. But after some years Cho and Lee separated due to differences in
management between them. He wanted to get up to a 30% group share. After settlement,
Samsung Group was separated into Samsung Group and Hyosung Group, Hankook Tire,
and others.
In the late 1960s, Samsung Group entered into the electronics industry. It formed several
electronics-related divisions, such as Samsung Electronics Devices, Samsung ElectroMechanics, Samsung Corning, and Samsung Semiconductor & Telecommunications, and
made the facility in Suwon. Its first product was a black-and-white television set.

1970 to 1990

The SPC-1000, introduced in 1982, was Samsung's first personal computer (Korean market only) and
uses an audio cassette tape to load and save data the floppy drive was optional

In 1980, Samsung acquired the Gumi-based Hanguk Jeonja Tongsin and entered the
telecommunications hardware industry. Its early products were switchboards. The facility
were developed into the telephone and fax manufacturing systems and became the center
of Samsung's mobile phone manufacturing. They have produced over 800 million mobile
phones to date.The company grouped them together under Samsung Electronics in the
1980s.
After Lee, the founder's death in 1987, Samsung Group was separated into four business
groupsSamsung Group, Shinsegae Group, CJ Group, and the Hansol Group.Shinsegae
(discount store, department store) was originally part of Samsung Group, separated in the
1990s from the Samsung Group along with CJ Group
(Food/Chemicals/Entertainment/logistics) and the Hansol Group (Paper/Telecom). Today
these separated groups are independent and they are not part of or connected to the
Samsung Group.One Hansol Group representative said, "Only people ignorant of the laws
governing the business world could believe something so absurd", adding, "When Hansol
separated from the Samsung Group in 1991, it severed all payment guarantees and shareholding ties with Samsung affiliates." One Hansol Group source asserted, "Hansol,
Shinsegae, and CJ have been under independent management since their respective
separations from the Samsung Group". One Shinsegae department store executive director
said, "Shinsegae has no payment guarantees associated with the Samsung Group".
In 1980s, Samsung Electronics began to invest heavily in research and development,
investments that were pivotal in pushing the company to the forefront of the global
electronics industry. In 1982, it built a television assembly plant in Portugal; in 1984, a plant
in New York; in 1985, a plant in Tokyo; in 1987, a facility in England; and another facility
in Austin, Texas, in 1996. As of 2012, Samsung has invested more than US$13 billion in the
Austin facility, which operates under the name Samsung Austin Semiconductor. This makes
the Austin location the largest foreign investment in Texas and one of the largest
single foreign investments in theUnited States.

1990 to 2000
Samsung started to rise as an international corporation in the 1990s. Samsung's
construction branch was awarded a contract to build one of the two Petronas
Towers in Malaysia, Taipei 101 in Taiwan and the Burj Khalifa in United Arab Emirates.In
1993, Lee Kun-hee sold off ten of Samsung Group's subsidiaries, downsized the company,
and merged other operations to concentrate on three industries: electronics, engineering,
5

and chemicals. In 1996, the Samsung Group reacquired the Sungkyunkwan

University foundation.
Samsung became the largest producer of memory chips in the world in 1992, and is the
world's second-largest chipmaker after Intel (see Worldwide Top 20 Semiconductor Market
Share Ranking Year by Year).In 1995, it created its first liquid-crystal display screen. Ten
years later, Samsung grew to be the world's largest manufacturer of liquid-crystal display
panels. Sony, which had not invested in large-size TFT-LCDs, contacted Samsung to
cooperate, and, in 2006, S-LCD was established as a joint venture between Samsung and
Sony in order to provide a stable supply of LCD panels for both manufacturers. S-LCD was
owned by Samsung (50% plus one share) and Sony (50% minus one share) and operates
its factories and facilities in Tangjung, South Korea. As of 26 December 2011 it was
announced that Samsung had acquired the stake of Sony in this joint venture.
Compared to other major Korean companies, Samsung survived the 1997 Asian financial
crisis relatively unharmed. However, Samsung Motor was sold to Renault at a significant
loss. As of 2010, Renault Samsung is 80.1 percent owned by Renault and 19.9 percent
owned by Samsung. Additionally, Samsung manufactured a range of aircraft from the 1980s
to 1990s. The company was founded in 1999 as Korea Aerospace Industries (KAI), the
result of merger between then three domestic major aerospace divisions of Samsung
Aerospace, Daewoo Heavy Industries, and Hyundai Space and Aircraft Company. However,
Samsung still manufactures aircraft engines and gas turbines.

2000 to 2014

The Samsung pavilion at Expo 2012.

In 2000, Samsung opened a computer programming laboratory in Warsaw, Poland. Its work
began with set-top-box technology before moving into digital TV and smartphones. As of
2011, the Warsaw base is Samsung's most importantR&D center in Europe, forecast to be
recruiting 400 new-hires per year by the end of 2013.
6

In 2001, Samsung Techwin became the sole supplier of a combustor module for the RollsRoyce Trent 900 used by theAirbus A380, the world's largest passenger airliner.Samsung
Techwin is also a revenue-sharing participant in theBoeing's 787 Dreamliner GEnx engine
program.

The prominent Samsung sign in Times Square, New York City.

In 2010, Samsung announced a ten-year growth strategy centered around five businesses.
One of these businesses was to be focused on biopharmaceuticals, to which the company
has committed 2.1 trillion.
In December 2011, Samsung Electronics sold its hard disk drive (HDD) business
to Seagate.
In first quarter of 2012, Samsung Electronics became the world's largest mobile phone
maker by unit sales, overtaking Nokia, which had been the market leader since 1998.On 21
August's edition of the Austin American-Statesman, Samsung confirmed plans to spend 3 to
4 billion dollars converting half of its Austin chip manufacturing plant to a more profitable
chip.The conversion should start in early 2013 with production on line by the end of 2013.
On March 14 2013, Samsung unveiled the Galaxy S4.
On August 24 2012, nine American jurors ruled that Samsung had to pay Apple$1.05 billion
in damages for violating six of its patents on smartphone technology. The award was still
less than the $2.5 billion requested by Apple. The decision also ruled that Apple did not
7

violate five Samsung patents cited in the case. Samsung decried the decision saying that
the move could harm innovation in the sector. It also followed a South Korean ruling stating
that both companies were guilty of infringing on each other's intellectual property.In first
trading after the ruling, Samsung shares on the Kospi index fell 7.7%, the largest fall since
October 24, 2008, to 1,177,000 Korean won.Apple then sought to ban the sales of eight
Samsung phones (Galaxy S 4G, Galaxy S2 AT&T, Galaxy S2 Skyrocket, Galaxy S2 TMobile, Galaxy S2 Epic 4G, Galaxy S Showcase, Droid Charge and Galaxy Prevail) in the
United States which has been denied by the court.
On September 4 2012, Samsung announced that it plans to examine all of its Chinese
suppliers for possible violations of labor policies. The company said it will carry out audits of
250 Chinese companies that are its exclusive suppliers to see if children under the age of
16 are being used in their factories.
In 2013, a New Zealand news outlet reported a number of Samsung washing machines
spontaneously catching on fire. The corporation is expected to spend $14 billion on
advertising and marketing in 2013, with publicity appearing in TV and cinema ads, on
billboards, and at sports and arts events. In November 2013, the corporation was valued at
$227 billion.
In May of 2014, Samsung announced it will be shutting down its streaming service on July
1, 2014, also meaning the end of the Samsung Music Hub app that typically comes installed
on its Android phones.
On September 3, 2014, Samsung announced Gear VR, a virtual reality device in
collaboration with Oculus VR and developed for the Galaxy Note 4.
In October 2014, Samsung announced a $14.7 billion investment to build a chip plant in
South Korea. Construction will begin next year with production beginning in 2017. The
company has not yet decided the type of chips to be produced.
In October 2014, Samsung also announced it would invest $560 million in the construction
of a new 700,000 square metre production complex in Vietnam.
Samsung plans to launch a new set of services beginning early 2015. The goal of this new
suite of business offerings, dubbed Samsung 360 Services, is to become a help desk of
sorts for businesses IT departments. The customizable services range from technical
support to security solutions for having a Samsung employee embedded in a client's
business as an on-site support manager or technology consultant.
8

Logo

The Samsung Byeolpyo

noodles logo, used from
late 1938 until replaced
in 1958.

The Samsung Group

logo, used from late 1969
until replaced in 1979

10

The current Samsung logo design is intended to emphasize flexibility

and simplicity while conveying a dynamic and innovative image through
the ellipse, the symbol of the universe and the world stage. The openings
on both ends of the ellipse where the letters "S" and "G" are located are
intended to illustrate the company's open-mindedness and the desire to
communicate with the world. The English rendering is a visual
expression of its core corporate vision, excellence in customer service
through technology.
The basic color in the logo is blue, which the company has employed for
years, symbolizing stability, reliability, and corporate social
responsibility.[131]

Sponsorship
Samsung are the current sponsors of Premier League football club Chelsea.

11

Samsung, which started as a domestic sponsor of the Olympics in Seoul 1988, has
been a worldwide Olympic partner since the 1998 Winter Olympics.
Samsung operating many sports clubs, football club Suwon Samsung Bluewings,
baseball club Samsung Lions, basketball club Seoul Samsung Thunders, volleyball
club Daejeon Samsung Fire Bluefangs and etc.
Samsung also sponsors a former Starcraft Brood War and current Starcraft
II and League of Legends professional gaming team named Samsung Galaxy.
Samsung has sponsored the team since 2000.
Samsung Electronics spent an estimated $14 billion (U.S.) more than Icelands GDP
on advertising and marketing in 2013. At 5.4% of annual revenue, this is a larger
proportion than any of the worlds top-20 companies by sales (Apple spent 0.6%
and General Motors spent 3.5%). Samsung became the world's biggest advertiser in
2012, spending $4.3 billion, compared to Apple's $1 billion. Samsung's global brand
value of $39.6 billion is less than half that of Apple.

12

In 2007 Samsung Business reported over 40% growth and

became the second largest mobile device manufacturer in the
world. Its market share was 14% in Q4 2007, growing up from
11.3% in Q4 2006. At the end of November 2011, Samsung sold
more than 300 million mobile devices which was a close second
after Nokia with 300.6 million mobile devices sold in the first three
quarter of 2011.As of Q3 2012, Samsung is the largest
manufacturer of devices running Google Android with a 46%
market share.

Products
LCD and LED panels
13

The Samsung Galaxy S II, which incorporates a Super AMOLED Plus screen

See also: OLED Display: Samsung applications

By 2004 Samsung was the world's-largest manufacturer of OLEDs, with a 40 percent
market share worldwide, and as of 2010 has a 98% share of the
global AMOLED market. The company generated $100.2 million out of the total $475 million
revenues in the global OLED market in 2006. As of 2006, it held more than 600 American
patents and more than 2,800 international patents, making it the largest owner
of AMOLED technology patents.
Samsung's current AMOLED smartphones use its Super AMOLED trademark, with
the Samsung Wave S8500 and Samsung i9000 Galaxy S being launched in June 2010. In
January 2011, it announced its Super AMOLED Plus displays which offer several
advances over the older Super AMOLED displays real stripe matrix (50 percent more sub
pixels), thinner form factor, brighter image and an 18 percent reduction in energy
consumption.
In October 2007, Samsung introducing a ten-millimeter thick, 40-inch LCD television panel,
followed in October 2008 by the world's first 7.9-mm panel. Samsung developed panels for
24-inch LCD monitors (3.5 mm) and 12.1-inch laptops (1.64 mm). In 2009, Samsung
succeeded in developing a panel for forty-inch LED televisions, with a thickness of 3.9
millimeters (0.15 inch). Dubbed the "Needle Slim", the panel is as thick (or thin) as two
coins put together. This is about a twelfth of the conventional LCD panel whose thickness is
approximately 50 millimeters (1.97 inches).
While reducing the thickness substantially, the company maintained the performance of
previous models, including full HD resolution, 120 Hz refresh rate, and 5000:1 contrast
14

ratio. On September 6, 2013, Samsung launched its 55-inch curved OLED TV (model
KE55S9C) in the United Kingdom with John Lewis.
In early October 2013, the Samsung Corporation disseminated a press release for its
curved display technology with the Galaxy Round Smartphone model. The press release
described the product as the "worlds first commercialized full HD Super AMOLED flexible
display." The manufacturer explains that users can check information such as time and
battery life when the home screen is off, and can receive information from the screen by
tilting the device.

Mobile phones

Samsung Galaxy Note series

Samsung's flagship mobile handset line is the Samsung Galaxy S, which many consider a
direct competitor of the Apple iPhone it was initially launched in Singapore, Malaysia and
South Korea in June 2010, followed by the United States in July. It sold more than one
million units within the first 45 days on sale in the United States.
The company's I9000 Galaxy S and S8500 Wave Smartphone were the winners of the 2010
European EISA Awards in the Smartphone and social media phone categories.
While many other handset makers tended to focus on supporting one or two operating
system, Samsung for a time kept supporting a wider range, like Symbian, Windows Phone,
Linux-based LiMo, and Samsung's proprietary Bada.
By 2013 Samsung had dropped all operating systems except Android and Windows Phone.
That year Samsung released at least 43 Android phones or tablets and two Windows
Phones.
At the end of the third quarter of 2010, the company had surpassed the 70 million unit mark
in shipped phones, giving it a global market share of 22 percent, trailing Nokia by 12
percent. Overall, the company sold 280 million mobile phones in 2010, corresponding to a
15

market share of 20.2 percent. Partially owing to strong sales of the Samsung Galaxy range
of smartphones, the company overtook Apple in worldwide smartphone sales during the
third quarter 2011, with a total market share of 23.8 percent, compared to Apple's 14.6percent share. Samsung became the world's largest cellphone maker in 2012, with the
sales of 95 million smart phones in the first quarter.
During the third quarter of 2013, Samsung's Smartphone sales were boosted by a strong
consumer reception in emerging markets such as India and the Middle East, where lowerpriced handsets were popular. As of October 2013, the company offers 40 Smartphone
models on its US website.

Semiconductors

A Samsung DDR-SDRAM

Samsung Electronics has been the world's-largest memory chip maker since 1993. In 2009
it started mass-producing 30 nm-class NAND flash memories.[74] It succeeded in 2010 in
mass-producing 30 nm-class DRAMs and 20 nm-class NAND flashes, both of which were
the first time in the world.
According to market-research firm Gartner, during the second quarter of 2010 Samsung
Electronics took the top position in the DRAM segment due to brisk sales of the item on the
world market. Gartner analysts said in their report, "Samsung cemented its leading position
by taking a 35-percent market share. All the other suppliers had minimal change in their
shares." The company took the top slot in the ranking, followed by Hynix, Elpida, and
Micron, said Gartner.
Another hitherto not-well-publicized area where the company had significant business in for
years is the foundry segment. It had begun investment in the foundry business since 2006
and now positioned it as one of the strategic pillars for semiconductor growth.

16

In 2010, market researcher IC Insights predicted that Samsung would become the world'sbiggest semiconductor chip supplier by 2014, surpassing Intel. For the ten-year period from
1999 to 2009, Samsung's compound annual growth rate in semiconductor revenues has
been 13.5 percent, compared with 3.4 percent for Intel.

Televisions
In 2009, Samsung sold around 31 million flat-panel televisions, enabling to it to maintain the
world's largest market share for a fourth consecutive year.
Samsung launched its first full HD 3D LED television in March 2010. Samsung had
showcased the product at the 2010 International Consumer Electronics Show (CES 2010)
held in Las Vegas.
Samsung sold more than one million 3D televisions within six months of its launch. This is
the figure close to what many market researchers forecast for the year's worldwide 3D
television sales (1.23 million units). It also debuted the 3D Home Theater (HT-C6950W) that
allows the user to enjoy 3D image and surround sound at the same time. With the launch of
3D Home Theater, Samsung became the first company in the industry to have the full line of
3D offerings, including 3D television, 3D Blu-ray player, 3D content, and 3D glasses.
In 2007, Samsung introduced the Internet TV, enabling the viewer to receive information
from the Internet while at the same time watching conventional television programming.
Samsung later developed "Smart LED TV" (now renamed to "Samsung Smart TV") which
additionally supports downloaded apps. In 2008, the company launched the Power Infolink
service, followed in 2009 by a whole new Internet@TV. In 2010, it started marketing the 3D
television while unveiling the upgraded Internet@TV 2010, which offers free (or for-fee)
download of applications from its Samsung Apps app store, in addition to existing services
such as news, weather, stock market, YouTube videos, and movies.
Samsung Apps offers for-fee premium services in a few countries including Korea and the
United States. The services will be custom-tailored for each region. Samsung plans to offer
family-oriented applications such as health care programs and digital picture frames as well
as games. Samsung's range of smart TVs include the apps ITV Player and motion
controlled Angry Birds.

Other

17

The Samsung GX-10 digital SLR camera

Samsung produces printers for both consumers and business use, including mono-laser
printers, color laser printers, multifunction printers, and enterprise-use high-speed digital
multifunction printer models.
In 2010, the company introduced a number of energy efficient products, including the laptop
R580, netbook N210, the world's-smallest mono-laser printer ML-1660, and color laser
multifunction printer CLX-3185.
Samsung has introduced several models of digital cameras and camcorders including the
WB550 camera, the ST550 dual-LCD-mounted camera, and the HMX-H106 (64GB SSDmounted full HD camcorder). In 2009, the company took the third place in the compact
camera segment. Since then, the company has focused more on higher-priced items. In
2010, the company launched the NX10, the next-generation interchangeable lens camera.
In the area of storage media, in 2009 Samsung achieved a ten percent world market share,
driven by the introduction of a new hard disk drive capable of storing 250Gb per 2.5-inch
disk. In 2010, the company started marketing the 320Gb-per-disk HDD, the largest in the
industry. In addition, it was focusing more on selling external hard disk drives. Following
financial losses, the hard disk division was sold to Seagate in 2011.
In the MP3 player segment, Samsung has launched products including the M1 MP3 player,
and the world's-smallest DivX MP3 player R1.

18

1. PROJECT DESIGN

19

A. Problem identification / Objective

Find Out Dealers expectation to sell, promote a particular brand of CDMA
mobile.
Find Out the consumers expectation to buy a particular brand of CDMA
mobile.
How a consumer choose a new CDMA handset, how does a CDMA mobile
consumer upgrade handset choice, it mean what features he/she wants in
handset.
What features customer likes more in handset?
Analysis regarding customers complains.
Samsung rating on dealers and consumers expectations.
Need gap analysis.

20

B. Approach To The Problem

In Indian Mobile CDMA Market the SAMSUNG CDMA mobile is in growth stage.
In growth stage we need to do following type of market studies.
Awareness studies: In this study we need to know how much customer
awareness about the availability/lucrative features of Samsung
handsets in the market.
Attitude studies: This study elaborates the expectations and thinkings
of seller and consumer as far as the CDMA mobile handset is concern.
Positioning: By this study we would know positioning of Samsung
CDMA mobile handsets in the mobile market.

21

 Promotion test: By this study we would know what are the factors that
improve the sales of Samsung CDMA mobile handsets?
Tracking studies: This study shows how Samsung CDMA mobile is
competing with the competitors is. What are the factors we need to
change/improve to beat the competitors?

Type of meeting: It would be personal visit/interview to retailers and

distributors.
Advantage of Personal visit:
High response rate.
Can ask difficult Questions.
We have to visit the whole Mumbai: for the proper plan of action of the
project we divided the Mumbai into the following regions:
South Mumbai:
Central Mumbai:
Western Mumbai:
Thane:
Navi Mumbai:
Dombivali, Vilas nagar.

Where to visit: Web worlds, TVH, TVS, Modern Trade, Retailers, and
Distributors.

Purpose of visit:
Want to know the customer thinking.
Their liking and disliking about handsets.
Sellers/retailers expectation about handsets.
What improvement is needed in the existing handsets?
22

 Where the major problem arises in distributions of handsets.

Where the Samsung CDMA mobile is, in Customers and Sellers mind.
Plan of action:
There are 14 working days in data collection phase.
The target is to visit of 140 retailers.
We have to visit 10-12 retailers/distributors per day.
Timing would be between 11:00 am to 04:00 pm.
Every day 1-2 hours for the data entry into excel.
After that next 10 days is for data analysis and preparation of
reports.
29th October would be final submission day of reports and final
presentation at Samsung.

C. Research Design
Introduction
The research was conducted in Mumbai to find the market potential of CDMA handsets. The
study determines the future potential of CDMA handsets in a booming economy where
organization is going for new technologies in order to maintain their supremacy over other.
Scope study
The internship was done under Samsung India Electronics Limited Mumbai. The CDMA mobile
market is going for a boom in world market. This study provides an insight to the current
scenario as well as the future trends of CDMA market. Thus it can help to find out or to predict
the future of CDMA in Indian market.
Sample Size
The sample size was 132 respondents taken.
Questionnaire would be:
It would be maximum 15 questions.
Maximum questions would be open ended questions.

23

Except one or two questions would be closed ended

questions.

Time spent to retailers and distributors would be 5 to 10

minutes.

Limitations of Study
Lack of time
Constraints in getting appointments
Low awareness
Lack of time to cover all the accounts

D. Field work & Data Collection

In the data collection phase I traveled extensively to try & cover maximum dealers
of CDMA market of Mumbai.

Following are the list of locations where I visited during data collection phase:

Dahisar.

Matunga

Matunga Road

Mahim

Santacruz

Fort

CST

Churchgate

Kandivili

Kurla

Vile parle

Thane

Andheri

Ghatkopar
24

Dadar

Borivali

Bandra

Malad

Mulund

25

2. ANALYSIS OF DATA
In this market survey, we have collected data from 132 dealers/retailers (sample
size) of Mumbai region. All data is base on the market research of the 132 retail
store.

Brands presents at the dealers:

SAMSUNG
LG
SPICE
HUAWEI
MICROMAX
HAIER
ZTE
NOKIA
OTHERS (INTEX, HTC, I-STAR etc.)

Collected data (from 132 shops)

Brands

H/S Availability in shops (out of

132)

% Availability

LG

In 122 shops

93.39 %

Samsung

In 126 shops

95.28 %

Spice

In 98 shops

74.52 %

26

Huawei

In 84 shops

63.65 %

Micromax

In 25 shops

18.86 %

ZTE

In 8 shops

5.66 %

Haier

In 95 shops

71.69 %

Nokia

In 12 shops

9.43 %

Others

In 34 shops

25.47 %

Availability of handsets in shops

27

120.00%
100.00%93.39%95.28%
80.00%

74.52%
63.65%

71.69%

60.00%
Mobile retail stores in terms of %

40.00%
20.00%

18.86%

25.47%
9.43%
5.66%

0.00%

Handsets

Above figure shows that Samsung is most preferred brand in CDMA mobile
handsets among all the brands.
LG is close competitor of Samsung with 93%+ availability in retail mobile
stores.
The availability of Spice, Huawei and Haier is also good in CDMA market with
availability more than 50% mobile retail stores.

CDMA Mobile Market Share

28

120%
100%
80%

Market Share

60%
40%
20%
0%

Mobile Stores

Zigzag line shows CDMA market shares in retail stores.

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

CDMA Mobile Market Share (Handset wise) in 132 shops

Collected data (from 132 shops)

Market
Share
Less
20%

than

20% - 30%

Samsung

LG

Haier

Spice

1 shop

2 shops

79 shops

28 shops

23 shops

33 shops

22 shops

39 shops

29

30% - 40%

38 shops

42 shops

22 shops

21 shops

40% - 50%

39 shops

23 shops

3 shops

21 shops

More
50%

36 shops

29 shops

5 shops

5 shops

than

Samsung

No of mobile stores

LG

Spice

Haier

80
70
60
50
40
30
20
10
0

Market Shares in mobile stores

Samsungs market share is high among all the brands. In majority of mobile
retail stores Samsungs CDMA mobile market share is half or more than 50%.
In most of the mobile stores Samsungs CDMA mobile market share is 30% 40%.
30

 LG is close competitor of Samsung; in majority of mobile shops market share

of both of the brand is almost equal.

Comparative study of Market Share

31

120%
100%
80%
Market Share

60%
LG40%

Samsung

20%
0%

Stores

As per the above figure the market share of Samsung and LG are overlaping
in some of the stores. It mean where demand of both the brand is equal.
The above figure indicated that LG and Samsung are the close competitors.
Somewhere LG is leading in CDMA market share, somewhere Samsung is
leading.

120%
100%
80%
Market Share

60%
40%
Spice

Samsung

20%
0%

Stores

32

 Majority of availability of Spice mobile in retail stores is less than 20% of

market share.
Where as almost Samsungs market share in mobile stores is more than 20%.

120%
100%
80%
Market Share

60%
40%
Samsung

Haier

20%
0%

Stores

Sales of Haier mobile are very good in some of mobile stores because of low
price of handsets available in Haier.
In some of the stores Haier mobile market share is more than 40%.
But its market share is less as compare to Samsung.

33

120%
100%
80%
Market Share

60%

Samsung 40%

Haier

LG

Spice

20%
0%

Stores

The above figure shows that Samsung is most preferred brand in the CDMA
segment by consumers.
Samsung has the direct competition with LG.

Consumer Demand of CDMA handsets of different brands (in 132

shops)

Collected data (from 132 shops)

Consumer
Demand

Samsung

LG

Haier

Spice

Huawei

Extremely

12 (9.4%)

10 (10.3%)

3 (2.6%)

34

High
Very High

80 (61%)

63 (48.2%)

25 (18.6%)

3 (2.6%)

High

28 (21.7%)

40 (31.5%)

50 (38.3%)

44 (38.2%)

9 (6.2%)

Average

3 (2.4%)

6 (4.7%)

14 (10.3%)

38 (33%)

64 (53.2%)

Less

2 (2%)

3 (2%)

8 (5.6%)

39 (32.3%)

4 (3%)

Very less

1(1%)

3 (2.6%)

4 (3%)

1 (1%)

No
demand

1 (1%)

3 (2.6%)

5 (3.5%)

No resp./

9 (5.9%)

12 (8.8%)

27 (22.4%)

37(30.3%)

38 (28.9)

Product is
not
available

The above tables shows the number of retail mobile stores where consumer
demand of each brand of handsets.

In brackets the percentage is given of consumer demand for each brand of

handsets.

35

Extremly high
available

Very high

High

Average

Less

No response or product is not

Very Less

Not at all demand

36

In more than 70% of stores Samsungs demand is high/very high.

Comparative Study of Consumer demand:

37

70.00
60.00
50.00
40.00
Consumer demand in terms of %

30.00
20.00
10.00
0.00

Above figure shows consumer demand of Samsung CDMA mobile is very high.
In 61% of retail mobile stores consumer demand is very high.
Approximate in 10% of retail mobile stores Samsung consumer demand is
extremely high.
LG is close competitor of Samsung CDMA mobile, having 48% of very high
consumer demand.
Haier demand is also very good among the consumer because of low price
handsets.

38

Consumer pull

Collected data (from 132 shops)

Consumer
pull

Samsung

LG

Spice

Haier

Huawei

Very high

71 shops

50 shops

24 shops

1 shops

Above
avg

37 shops

58 shops

42 shops

9 shops

23 shops

Average

12 shops

9 shops

30 shops

36 shops

46 shops

Below
avg

3 shops

49 shops

19 shops

Not at all

8 shops

5 shops

Pdt not
avl.

12 shops

15 shops

33 shops

30 shops

39 shops

No
response

39

Very high

above avg

Avg

below avg

not at all

Product not available

Huawei
Spice
Haier
LG
Samsung
0

20

40

60

80

100

120

140

Consumer pull in terms of %

More than 50% of mobile retail stores in Mumbai where consumer pull for
Samsung CDMA handsets is very high.
Almost 80% of the mobile retail stores where consumer pull for the Samsung
mobile is satisfactory.
But in 10% stores the distribution of Samsung is not satisfactory.

After sales service

Collected data (from 132 shops)

Consumer
pull

Samsung

LG

Spice

Haier

Huawei

Very high

8 shops

7 shops

3 shops

Above

79 shops

81 shops

75 shops
40

22 shops

37 shops

avg

Average

29 shops

27 shops

9 shops

74 shops

42 shops

Below
avg

4 shops

4 shops

7 shops

8 shops

13 shops

Not at all

2 shops

1 shop

3 shops

3 shops

10 shops

Pdt not
avl./ no
response

9 shops

13 shops

35 shops

25 shops

29 shops

Verg good

Good

Average

below avg

Worst

Product not available

Huawei
Spice
Haier
LG
Samsung
0

20

40

60

80

100

120

After sales service in terms of %

From the above graph we can conclude that after sales service of LG CDMA
mobile is some what better than Samsung CDMA mobile.

41

 After sales service is not satisfactory for all the brands.

Distribution

Collected data (from 132 shops)

Consumer
pull

Samsung

LG

Spice

Haier

Huawei

Very high

39 shops

34 shops

32 shops

23 shops

29 shops

Above
avg

41 shops

47 shops

26 shops

Average

28 shops

26 shops

29 shops

12 shops

14 shops

Below
avg

9 shops

7 shops

6 shops

4 shops

6 shops

Not at all

5 shops

5 shop

3 shops

2 shops

3 shops

Pdt not
avl./ no
response

9 shops

13 shops

36 shops

25 shops

29 shops

42

34 shops

51 shops

Verg good

Good

Average

below avg

Worst

Product not available

Huawei
Spice
Haier
LG
Samsung
0

10

20

30

40

50

60

70

80

90

100

Distribution in terms of %

In some mobile stores of the Mumbai region where distribution of Samsung is

not up to the mark.
There are few places where distribution of Samsung is worst.

Interpretations / Conclusion for Samsung (By SPSS software)

Consumer pull After sales service

43

Note: This is conclusion concluded by Chi square test by SPSS software.

Only major component has taken.

Consumer pull

After sales service

Very Good

Good

Average

High

38

14

Medium

25

Average

There is no significance impact of after sales service to consumer pull.

44

 There is very high consumer pull despite average after sales services.
In most of the shops after sales service is good but not very good despite this
consumer pull is high, where as in some shops after sales service is just
average but consumer pull is high.
So we can say that there is no significance impact of after sales service to
consumer pull.

Consumer pull Distribution

Note: This is conclusion concluded by chi square test by SPSS software.

Only major component has taken.

Consumer pull

Distribution

Very Good

Good

Average

Below avg

High

29

26

Medium

24

14

45

Average

There is no significance impact of distribution to consumer pull.

Very high consumers pull despite average distribution of Samsung.
Very good distribution in some places but there is medium consumer pull.

46

According to American Customer Satisfaction Index (ACSI)

Samsung Beats Apple in New Smartphone Customer

Satisfaction Study from ACSI
ANN ARBOR, Mich., (July 31, 2013) Samsung hits a home run with its Galaxy S III and Note
II, according to a smartphone brand study released today by the American Customer
Satisfaction Index (ACSI). The new study provides 2013 customer satisfaction benchmarks for
10 of the past years top-selling smartphone models in the United States.
Samsungs flagship model for 2012, the S III, receives an ACSI benchmark of 84 (on a 0 to 100
scale), beating Apples iPhone 5 at 82, the companys most recent smartphone offering. Another
Samsung model, Note II, shares the top of list at 84. Galaxy S4 is not included because the
ACSI study was fielded just prior to its launch.

While U.S. customers give Samsungs smartphones the top scores, Korean consumers prefer
Apple. According to the National Customer Satisfaction Index (NCSI) in South Korea, which

47

uses the same technology as the ACSI, the iPhone 5 has higher customer satisfaction than
Galaxy S III.
The smartphone segment of the cell phone market is growing at a rapid clip, and ACSI data
suggest that smartphone users are much more satisfied than are feature phone users. Overall,
smartphones earn a customer satisfaction score of 76 compared to 69 for feature phones.
While feature phones are cheaper, and therefore viewed by many customers as better value,
smartphones excel in quality, says Claes Fornell, ACSI founder and Chairman. Smartphone
receive strong marks for feature variety, design and ease of use, with battery life as their only
real shortcoming.
The iPhone 4S matches its successoriPhone 5with an ACSI score of 82. Apples iPhone 4
is just a point below at 81. On the other hand, at a score of 78, customer satisfaction with the
Galaxy S II, precursor to the S III, is lower. Motorola Mobilitys Droid Razr Maxx HD comes in at
80, while the Droid Razr scores 77. The low end belongs to BlackBerry, far below competition,
with 67 and 64, respectively, for its Curve and Bold Smartphone.
Not only does Samsung edge ahead of all iPhones, Apple customers themselves dont see
much difference between the iPhone 4, 4S or 5, says ACSI Director David VanAmburg. The
latest earnings report from Apple was better than expected, but the name of the game for Apple
has always been innovation. Samsung, on the other hand, shows a strong upward ACSI trend
from the Galaxy S II to the Galaxy S III. If the S4 performs as wellor even betterin the eyes
of customers, Samsung could threaten Apples dominance in overall customer satisfaction.
The Smartphone brand study complements and expands the ACSIs coverage of the cell phone
industry, updated in May 2013, gauging customer satisfaction with each companys complete
array of product offeringsSmartphone and feature phones. As reported earlier, Apples overall
ACSI score is 81, a 2% drop compared with 2012, but strong enough to retain the industry lead.
Unlike Apple, which has a Smartphone-only lineup, Samsung offers both feature and
Smartphone. At 76, Samsung continues to lag Apple for overall customer satisfaction.
Nevertheless, the companys 7% gain in 2013 is a clear reflection of the strength of Galaxy S III.
Like Apple, BlackBerry offers smart devices only, yet the company stays firmly entrenched at
the bottom of the industry in customer satisfaction, says Fornell. This does not bode well for
BlackBerry considering that smart typically outperforms feature when it comes to cell phones.
48

According to Samsung: Satisfaction should not be a

guarantee, It should be a given.

49