Name: Chander Shekhar Sharma (2007 - 2009)

Title: Comparative Market Analysis of Samsung Electronics Vis- A- Vis Its

Competitors (Case Study: Samsung Electronics India Pvt. Ltd.)

Summary
“All human actions have one of these seven causes: chance, nature, compulsion, habit,
reason, passion and desire”. As a human being the major cause to take over this project was
reason. The reason is to accomplish my task, aim, and motive of enhancing my knowledge
and to know more about the consumer durable industry. Consumer durables have become
inseparable in this era of modernization and thus influence even the common men’s life. This
is one of the fastest growing industries with a growth of about 8% every year. Invention and the
launch of new technology is the most important tool of this industry. To maintain the quality of
products provided to the customers the companies dealing in the consumer durable products
has to undergo extensive study and research work. This project work is a small attempt to
understand the dealer, retailer as well as the consumer behavior in regards to the colour
television & Air conditioners and to find out the position of Samsung among its competitors.

This SIP project is being conducted on Consumer durables i.e. CTV & Air conditioner for
(Samsung India Electronics private limited), I am focusing on Comparative Market and
consumer behavior study of consumer durables of Samsung vis-à-vis its competitors
i.e. Sony, LG, Videocon, Haier, Bluestar. In CTV & A.C segment. For this the Survey was
conducted with a set of questionnaire containing the questions which helped in obtaining the
desired information from the dealers & retailers. In the next segment of study the consumers
has be targeted with a set of questionnaire for the desired information. Till date around 100
dealers And Retailers were approached in the Chandigarh and its neighboring districts i.e.
SAS Nagar Mohali, Zirakpur in Patiala and Panchkulla in Haryana state. The information was
obtained through questionnaire as well as by the interview method. The copy of questionnaire
is being attached with this report. The method of personnel interview was also adopted for
those who were unwilling to give any information in writing. At present around 50 of such
interviews have been conducted keeping in mind the requirements of the survey being
conducted.
This report also includes the analysis of around 10 year’s sales data. This data with the help of
Le square method is used to predict the future demand as well as the sales of Samsung.

Conclusion

From the study we can conclude that consumer durables play a major role in the day to day life
of human beings. Consumer durables are has taken place as a necessity now a day’s one
finds it hard to survive without them .

The comfort alone should not be considered as the basis of measurement of the performance of
Consumer Durable industry, it should also include the Necessity Part. Samsung India
electronics one of the leading Consumer Durable provider should also concentrate on the
research and development in the country itself so as to fulfill the demands of the local residents
in the desired manner.

Suggestion:

 The Companies should more concentrate on R&D rather than wasting their money in
various Sales promotional techniques.
 Most of the people feel that advertisement is not up to the mark i.e. it does not provide
clear picture about the Product Being promoted and its schemes. So proper measure
should be taken to make the advertisement more informative and creative.
 Samsung India Electronics should also target the lower End markets where their sale is
very low due to the existence of the local players.
 Samsung should make the market strategy keeping in mind both the lower-end as well
as the premium markets.
 Samsung should also concentrate on the product category gap between the branded
and the local players to win the competition in the long run.

The above article was extracted from dissertations by the students of Skyline College. Skyline College
is amongst the top MBA and BBA institutes in Delhi, Gurgaon (NCR)