OBJECTIVE OF STUDY

A profound knowledge or understanding would provide a clue as to preferences of

one brand over the other, the motive behind brand loyalty and how brand awareness is

built.

To understand the marketing strategies adopted by the company.

To understand the market position of the company.

To know about the awareness of the products in the market.

To understand the marketing mix of the company.

To analyse the data collected and draw conclusions from the same.

DATA COLLECTION METHOD

Both primary and secondary data were chosen to collect the data that were used in

analyzing the research study.

Primary data were obtained through questionnaires given to respondents.

Secondary data were gathered through Journals, articles, internet and other published

materials.

LIMITATIONS OF THE STUDY

The data may not be completely accurate as the sample size was small and does not

represent the entire universe.

Unable to obtain company certificate due to time constraint.

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INTRODUCTION TO ELECTRONICS INDUSTRY

The electronics industry, especially meaning consumer electronics, emerged in the 20th

century and has now become a global industry worth billions of dollars. Contemporary

society uses all manner of electronic devices built in automated or semi-automated factories

operated by the industry. Products are assembled from integrated circuits, principally by

photolithography of printed circuit boards.

The size of the industry and the use of toxic materials, as well as the difficulty of recycling

has led to a series of problems with electronic waste. International regulation and

environmental legislation has been developed in an attempt to address

Consumer electronics are electronic equipment intended for everyday use, most often in

entertainment, communications and office productivity. In British English they are often

called brown goods by producers and sellers.

Radio broadcasting in the early 20th century brought the first major consumer product, the

broadcast receiver. Later products include personal computers, telephones, MP3 players,

audio equipment, televisions, calculators, GPS automotive electronics, digital cameras and

players and recorders using video media such as DVDs, VCRs or camcorders. Increasingly

these products have become based on digital technologies, and have largely merged with the

computer industry in what is increasingly referred to as the consumerization of information

technology.

The CEA (Consumer Electronics Association) estimated the value of 2007 consumer

electronics sales at US$150 billion.

HISTORY

The electric power industry began in the 19th century and this led to the development of all

manner of inventions. Gramaphones were an early invention and this was followed by radio

transmitters and receivers and televisions. The first digital computers were built in the 1940s

with a slow development in technology and total sales. In the 1990s the personal computer

became popular. A large part of the electronics industry is now involved with digital

technology.

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The industry now employs large numbers of electronics engineers and electronics technicians

to design, develop, test, manufacture, install, and repair electrical and electronic equipment

such as communication equipment, medical monitoring devices, navigational equipment, and

computers.

For its first fifty years the phonograph did not use electronics. However, in the 1920s radio

broadcasting became the basis of mass production of radio receivers. The vacuum tubes that

had made them practical were used to improve record players as well. Television was soon

invented but remained insignificant in the consumer market until the 1950s.

The transistor, invented in 1947 by Bell Laboratories, led to significant research in the field

of solid-state semiconductors in the early 1950s. The transistor's advantages revolutionized

that industry along with other electronics. By 1959 Fairchild Semiconductor had introduced

the first planar transistor from which come the origins of Moore's Law. Integrated circuits

followed when manufacturers built circuits (usually for military purposes) on a single

substrate using electrical connections between circuits within the chip itself.

“ When we were patenting this [planar transistor] we recognized it was a significant

change, and the patent attorney asked us if we really thought through all the

ramifications of it. And we hadn't, so Noyce got a group together to see what they

could come up with and right away he saw that this gave us a reason now you could

run the metal up over the top without shorting out the junctions, so you could

actually connect this one to the next-door neighbor or some other thing. – Gordon

Moore ”

Bell's invention of the transistor and the development of semiconductors led to far better and

cheaper consumer electronics

ELECTRONICS INDUSTRY IN INDIA

HISTORICAL DEVELOPMENTS

The Indian electronics industry had its origins to the year 1965 with an orientation towards

space and defence technologies. This was rigidly controlled and initiated by the government.

This was followed by developments in consumer electronics mainly with transistor radios,

3

black & white TVs, calculators, and other audio products. Colour televisions soon followed.

1982 was a significant year in the history of television in India when the government allowed

thousands of color TV sets to be imported into the country to coincide with the broadcast of

Asian Games in New Delhi. 1985 saw the advent of Computers and Telephone exchanges,

which were succeeded by Digital Exchanges in 1988. The period between 1984 and 1990 was

the golden period for electronics during which the industry witnessed continuous and rapid

growth.

CURRENT SCENARIO

The electronics market is one of the largest in the world and is anticipated to reach US$ 400

billion in 2022 from US$ 69.6 billion in 2012.

The market is projected to grow at a compound annual growth rate (CAGR) of 24.4 per cent

during 2012-2020.

The electronics sector consists of consumer and industrial electronics, computers,

communication and broadcasting equipment, strategic electronics and electronic components.

Total production of electronics hardware goods in India is estimated to reach US$ 32.7

billion in FY13 and US$ 104 billion by 2020. The communication and broadcasting

equipment segment constituted 31 per cent, which is the highest share of total production of

electronic goods in India in FY13, followed by consumer electronics at 23 per cent.

The consumer electronics and durables industry is currently poised at about Rs 340 billion.

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SAMSUNG ELECTRONICS Co. Ltd.

Samsung Electronics Co., Ltd. is a South Korean multinational electronics company

headquartered in Suwon, South Korea. It is the flagship subsidiary of the Samsung Group,

accounting for 70% of the group's revenue in 2012, and has been the world's largest

information technology company by revenue since 2009. Samsung Electronics has assembly

plants and sales networks in 80 countries and employs around 370,000 people. Since 2012,

the CEO is Kwon Oh-Hyun.

Samsung has long been a major manufacturer of electronic components such as lithium-ion

batteries, semiconductors, chips, flash memory and hard drive devices for clients such as

Apple, Sony, HTC and Nokia.

In recent years, the company has diversified into consumer electronics. It is the world's

largest manufacturer of mobile phones and smartphones fueled by the popularity of its

Samsung Galaxy line of devices. The company is also a major vendor of tablet computers,

particularly its Android-powered Samsung Galaxy Tab collection, and is generally regarded

as pioneering the phablet market through the Samsung Galaxy Note family of devices.

Samsung has been the world's largest manufacturer of LCD panels since 2002, the world's

largest television manufacturer since 2006, and world's largest manufacturer of mobile

phones since 2011. Samsung Electronics displaced Apple Inc. as the world's largest

technology company in 2011 and is a major part of the South Korean economy. In June 2014

Samsung published the Tizen OS with the new Samsung Z.

For over 70 years, Samsung has been dedicated to making a better world through diverse

businesses that today span advanced technology, semiconductors, skyscraper and plant

construction, petrochemicals, fashion, medicine, finance, hotels, and more. Our flagship

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company, Samsung Electronics, leads the global market in high-tech electronics

manufacturing and digital media.

Through innovative, reliable products and services; talented people; a responsible approach to

business and global citizenship; and collaboration with our partners and customers, Samsung

is taking the world in imaginative new directions.

MISSION

Everything we do at Samsung is guided by our mission: to be the best “digital-εCompany”.

Samsung grew into a global corporation by facing challenges directly. In the years ahead, our

dedicated people will continue to embrace many challenges and come up with creative ideas

to develop products and services that lead in their markets. Their ingenuity will continue to

chart Samsung’s course as a profitable, responsible global corporation.

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VISION

Samsung is guided by a singular vision: to lead the digital convergence movement.

We believe that through technology innovation today, we will find the solutions we need to

address the challenges of tomorrow. From technology comes opportunity-for businesses to

grow, for citizens in emerging markets to prosper by tapping into the digital economy, and

for people to invent new possibilities.

It’s our aim to develop innovative technologies and efficient processes that create new

markets, enrich people’s lives and continue to make Samsung a trusted market leader.

VISION 2020

As stated in its new motto, Samsung Electronics' vision for the new decade is, "Inspire the

World, Create the Future."

This new vision reflects Samsung Electronics’ commitment to inspiring its communities by

leveraging Samsung's three key strengths: “New Technology,” “Innovative Products,” and

“Creative Solutions.” - and to promoting new value for Samsung's core networks - Industry,

Partners, and Employees. Through these efforts, Samsung hopes to contribute to a better

world and a richer experience for all.

As part of this vision, Samsung has mapped out a specific plan of reaching $400 billion in

revenue and becoming one of the world’s top five brands by 2020. To this end, Samsung has

also established three strategic approaches in its management: “Creativity,” “Partnership,”

and “Talent.”

Samsung is excited about the future. As we build on our previous accomplishments, we look

forward to exploring new territories, including health, medicine, and biotechnology. Samsung

is committed to being a creative leader in new markets and becoming a truly No. 1 business

going forward.

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HISTORY

Samsung Group, based in Seoul, is South Korea's largest business group. The multinational

conglomerate contains numerous subsidiaries and affiliated businesses, most of them under

the Samsung brand.

Here are key dates in the company's history:

1938: Samsung is founded by Lee Byung-chull as a trading company.

1953: After the Korean War, Lee forms profitable Cheil Sugar, which is followed by textile,

banking and insurance enterprises.

1961: Despite a political coup, charges against Lee of illegal profiteering and a 1966 family

scandal of smuggling, the company grows by diversifying into paper products, department

stores and publishing.

1969: Lee, with the help of Sanyo, establishes Samsung Electronics. It produces inexpensive

TVs, microwave ovens and other consumer products for Western companies such as Sears

and General Electric.

1970s: Under a government policy of rapid industrialization, Samsung launches a number of

enterprises in ship building, petrochemicals and aircraft engines.

1980s: The Company is exporting electronics under its own name.

1983: Samsung begins production of personal computers.

1987: Lee's son, Lee Kun-hee, assumes control of Samsung.

1988: Samsung Semiconductor and Telecommunications merges with Samsung Electronics.

Its core business focus is home appliances, telecommunications and semiconductors.

1990: Samsung becomes a world leader in chip production.

1994: Samsung Motors is formed.

1996: Lee Kun-hee is involved in a corruption scandal and gets a suspended sentence for

bribery.

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1998: Samsung completes the development of flat-screen televisions and begins the first mass

production of digital TVs. Samsung Motors delivers its first cars.

2005: Samsung develops the first speech-recognition phone.

2007: Samsung Group is accused of political bribery and influence-peddling throughout the

South Korean government, judicial branch and the media.

2012: Samsung Electronics becomes world's largest mobile phone-maker by unit sales,

overtaking Nokia, the market leader. U.S. jurors rule Samsung must pay Apple (AAPL) $1.05

billion in damages for violating six Apple patents on smartphone technology.

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BUSINESS DESCRIPTION

Samsung Electronics, Co., Ltd., a part of Samsung Group, is the world’s largest technology

company by revenues. The company produces consumer electronics, telecoms equipment,

semiconductors and home appliances. Samsung Electronics business is divided into three

divisions:

Consumer electronics. Visual Display Business, Digital Appliances Business,

Printing Solutions Business and Health & Medical Equipment Business.

IT and Mobile communications. Mobile Communications Business and Networks

Business.

Device solutions. Memory Business, System LSI Business and LED Business.

The company is the world’s largest mobile phones and smartphones vendor. It is the largest

memory chip maker and the largest TV manufacturer. Company operates in 80 countries,

where it sells more than 100 products.

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PRODUCTSMobile PhonesTablet PCLaptops and Chrome DevicesLCD and LED TelevisionsCameras

SWOT ANALYSIS

STRENGTHS

Diversified Business Mix

Samsung offers a wide range of electronic goods under diverse businesses allowing it to

effectively manage and mitigate risk. The company operates through four business division,

namely, Consumer Electronics (CE), Information Technology &Mobile Communications

(IM), Semiconductor Business, and Display Business (DB). The company’s CE business

division offers color TVs, monitors, MP3 players, DVD players, home theater systems,

digital camcorders and portable entertainment devices, Touch of Color TVs and 4th-

generation Blu-ray disc players, among others. It also manufactures and sells handsets,

networking systems and other consumer electronics including home appliances such as air

conditioners, refrigerators, air purifiers, microwaves, washing machines and remote

controlled digital home networks incorporating new technology and design for consumers.

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STRENGTHSDiversified Business MixWide Geographic ReachWEAKNESSLegal ProceedingsOPPORTUNITIESRising Demand for SmartphonesNew Product LaunchesGrowing Demand for LTE TechnologyTHREATSIntense CompetitionFalling Demand for PC's & TV's

The IM business division of Samsung provides communication systems, laser printers,

computers, and tablets and mobile phones, among others. The company’s Semiconductor

Business division offers dynamic random access memory, static random access memory,

NAND flash memory, Solid State Drives, logic and analog integrated circuit devices, display

driver IC, CMOS image sensor, mobile application processor, smart card IC, and media

player SoC, among others. Samsung’s Display Business division offers panels for TVs,

digital information displays, notebook PCs and desktop monitors. It produces various display

panels for mobile products. The division also manufactures next-generation products such as

ultra-slim, edge-lit LED-backlit LCD panels, and advancements in LED-backlit panel design,

and 240Hz LCD technology. In2013, the company generated 53.8% of revenue from IM

business, followed by, CE business with 22.5%, Semiconductor with 12.7%, and DP business

with 11%.

Wide Geographical Reach

The company operates through more than 200 offices in over 80 countries. Samsung’s major

sales offices are located in Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia,

the Philippines, Singapore, Thailand, Russia, Ukraine, Kazakhstan, Austria, Serbia, France,

Germany, Greece, the UAE, South Africa, Turkey, Jordan, the US, the UK, Canada, Mexico,

Argentina, Brazil, Peru, and Panama, among others. Geographically, the company operates

across five regions, namely, Korea, America, Europe, Asia and Africa, and China. For the

fiscal year ended December 2013, the company generated 34.7% revenue from Korea, 17%

from America, 14.2% from Europe, 13.7% from Asia and Africa, and 20.4%from China.

WEAKNESSES

Legal Proceedings

Involvement in litigation mainly on products and their features may result in increasing

expenses, which in turn affect its profits and brand image. In March 2014, ZiiLabs Inc., Ltd

filed a patent infringement lawsuit in the US against Samsung Electronics Co Ltd and Apple

Inc alleging that certain products of Samsung (including various Galaxy phones and tablets,

and laptops) and Apple (including various ranges of the iPhone and iPad, iMac and Mac

Book Pro) infringe a number of ZiiLabs patents.

12

Moreover, DSS Technology Management, Inc. filed a patent infringement lawsuit against

Samsung Electronics Co, Taiwan Semiconductor Corporation and NEC Corporation of

America in the United States District Court alleging infringement by Samsung, NEC and

TSMC of patents related to semiconductor manufacturing.

In November 2013, LARGAN Precision Co Ltd filed a lawsuit against Samsung, Samsung

Electronics America, Inc. and Samsung Telecommunications America, LLC, with U.S.

District Court for the Southern District of California, for violation of lens design and other

patents owned by LARGAN Precision.

In August 2013, Straight Path IP Group Inc. filed patent protection actions against, and is

seeking damages from Blackberry Ltd, Huawei, Samsung, and ZTE. It seeks damages on the

sale of the electronics manufacturers' alleged infringing products including handsets, tablet

computers, smart TVs, Blu-ray players, and set-top boxes.

In March 2013, Samsung countersued Ericsson claiming that the mobile equipment maker

infringed several of its patents including those relating to data transmission, a filing in a U.S.

district court showed. The filing comes after Ericsson filed a suit against Samsung

Electronics Co Ltd in November in a U.S. court alleging the South Korean company

infringed its mobile-technology patents after the two companies failed to agree on licensing

terms.

OPPORTUNITIES

Rising Demand for Smartphones

Rising demand for smartphones could improve Samsung’s earning capability and market

share. Smartphones have the highest near-term purchase intent amongst any portable

connected devices. According to in-house research, global mobile subscriptions are expected

to reach 8.99 billion at a CAGR of 6% from 2013 to 2018. The key drivers include greater

product innovation, expanding 4G networks, decreasing prices and increasing competition

among smartphone manufacturers. Samsung offers a wide range of smartphones and

developing products using latest technologies such as LTE. The company’s Galaxy S4

recorded global sales of 10 million and launched S4 LTE-A, the LTE-A smartphone. The

company expects its smartphone shipments to increase by more than 10% in 2014.

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New Product Launches

The company strives to manufacture innovative products to meet customers’ changing

requirements. Launch of innovative products at regular intervals helps Samsung retain and

attract customers and increase its market presence. In June 2014, Samsung introduced the

Samsung 845DC EVO Solid State Drives, adding a new SSD line designed for use in data

centers to its award-winning memory portfolio. During the same month, the company

introduced the Samsung Z, the smartphone powered by the Tizen platform. Furthermore,

Samsung announced plans to release Tizen-based Samsung TV SDK, the first Software

Development Kit that allows developers to build applications for the Tizen-based TV.

In April 2014, Samsung launched the Samsung Galaxy K zoom, new camera specialized

smartphone. During the same month, Samsung announced the Samsung Level, a new series

of premium audio products. The Level series is comprised of four types of expertly crafted

audio products for any type of mobile user: Level Over, Level On, Level In, and Level Box.

The company also launched the new Galaxy S5 and the Samsung Gear devices – Samsung

Gear 2, Samsung Gear 2Neo, and Samsung Gear Fit.

In 2013, Samsung launched Business Core Printing Solutions for small and medium sized

businesses to increase workplace efficiency through easy-to-use, serverless printing and

unveiled the GALAXY Note 10.1, 2014 Edition. It also launched Samsung GALAXY S4

Zoom and the compact GALAXY S4 Mini and Samsung GALAXY S4, the next generation

smartphone.

Growing Demand for LTE Technology

Demand for providing mobile broadband services using LTE (Long Term Evolution)

technologies is expected to increase, which may present growth opportunities for the

company. According to in-house research, as of year-end 2012, LTE network subscriptions

reached 65.6 million worldwide. Looking further ahead, as networks and devices proliferate,

facilitated by multi-standard radio technology, LTE subscriptions are expected to approach

1.6 billion by 2018, or 17.3% of global mobile subscriptions.

In January 2014, Samsung and KT announced plans to launch commercial eMBMS (evolved

Multimedia Broadcast and Multicast Service) to KT’s LTE subscribers using the Samsung

Galaxy Note 3. eMBMS is a new LTE technology that enables multiple users to 14

simultaneously and efficiently enjoy HD quality video service for an enhanced multimedia

consumption experience. In November 2013, Telefónica Chile (Movistar) uses Samsung’s

advanced and differentiated LTE network solutions to offer LTE services throughout Chile.

In September 2013, OJSC Mobile TeleSystems and Samsung completed the first stage of

MTS LTE network in Russia’s Pskov region and the beginning of the testing of 4G network

services.

THREATS

Intense Competition

Samsung operates in a highly competitive technology market offering consumer electronics,

memory products, mobile handsets, and displays and lights, among others. These markets are

characterized by short product life cycles, continual performance enhancements, and rapid

adoption of technological and product advancements by competitors in the retail market, and

price sensitivity in the original equipment manufacturer market. It mainly competes with

Dell, Hewlett-Packard, LG Electronics and Acer in notebooks market; Sony, Toshiba, and

Philips in consumer electronics market; LG Electronics, Panasonic, Sharp Corp., and Sony in

digital appliances market; Nokia, Motorola, Apple, Sony Ericsson, Lenovo, and HTC in

mobile market. The level of competition in low cost smartphone market is expected to be

high, as manufacturers are undertaking many pricing initiatives. For instance, Intex and Spice

together formed a partnership with Mozilla to launch world’s cheapest smart phone. In India,

Celkon launched first Android 4.4 KitKat smartphone, Campus A35K, for INR2,999,

whereas it’s another competitor Karbonn, introduced an entry-level dual SIM Android-based

mobile device for INR2,790. If the company fails to take such initiatives, its business

operations may be affected.

Falling Demand for PCs & TVs

Decline in demand for TVs may affect the company’s business operations. The TV

Shipments are expected to fall due to the emergence of mobile devices and tablets. Although

Samsung maintains number one position in total TV market, including FPTV and LCDTV,

the decline in shipments may affect its overall business growth.

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MARKETING MIX

PRODUCT

The benefit of Samsung in terms of its products is that there is trust on all Samsung products

because of the way Samsung products have performed in the last few years. Problems with

the products have been negligible. And with its smartphones, Samsung has achieved a status

symbol for its customers. At the same time, Samsung is known for its service and people

know that Samsung gives a very fast service for any of its product.

PRICE

Skimming price- Samsung’s smartphones are one of the best in the market and are the

market leader in terms of the features and USP’s that they provide. The recent Samsung

galaxy note 5 is another entrant in the market which is catching people’s eyes. Thus Samsung

uses skimming price for these products wherein it tries to get a high value in the start before

competition catch up.

Competitive pricing- for products other than smartphones, Samsung uses competitive

pricing, televisions, air conditioners, refrigerators and other products have competition in the 16

form of Panasonic or lg. Samsung is known to be a great brand but it is not greater than LG

for home appliances. In fact LG beats Samsung where home appliances are concerned.

PLACE

Samsung is present through various channels in the market. It works on the channel

marketing concept wherein there are three segments: Sales and service dealers, modern retail

and distributors. The sales and service dealers handle key accounts for Samsung and are

involved in corporate sales. These dealers may also open exclusive Samsung showrooms.

The distribution network is the most interesting in the case of Samsung. In several cities,

Samsung has a single distributor through whom they distribute throughout a territory.

PROMOTIONSamsung uses multiple forms of promotions. Samsung as a company believes in pulling the

customer to themselves through advertising but at the same time uses strong tactics to push

the product to the customer through sales promotions. Thus on one hand, Samsung uses

various marketing vehicles across the year covering festive season as well as non-festive

time. On the other hand, it gives many offers and discounts to trade partners to motivate them

to sell Samsung above competition.

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COMPETITORS

PANASONIC CORPORATION

Panasonic has been one of the world's most prolific electronics manufacturers since 1919. It

operates worldwide through about 600 companies under brands Panasonic, Quasar, Technics,

and others. The company spans multiple fields: Its consumer business consists of AVC

(audio, video, and communications) equipment, along with hardware and software for linking

it together, and home appliances (washing machines, vacuum cleaners, personal grooming

aids, and commercial HVAC). In the field of devices, Panasonic covers multimedia and eco-

car equipment, industrial electronic components, and batteries. The company's

solutions equipment targets environmentally conscience businesses, manufacturers, and

health care firms.

SONY CORPORATION

Sony is synonymous with consumer electronics. It's especially big in TVs and game consoles

like the new PlayStation4. Officially named Sony Kabushiki Kaisha, the company designs,

makes, and sells a host of electronic equipment, instruments, and devices for consumer,

professional, and industrial markets. Professional products include semiconductors and

components. A top global media conglomerate, Sony boasts additional assets in the areas of

music (Sony Music Entertainment), film (Sony Pictures Entertainment and Sony Digital

Production), smartphones (Sony Mobile), DVDs (Sony Pictures Home Entertainment), and

TV (Sony Pictures Television). Sony also has several financial services businesses and an

advertising agency in Japan.

LG ELECTRONICS INC.

LG Electronics (LGE) makes the products that have tech-savvy consumers chomping at the

bit in the kitchen, in the media room, and on the go. A leader in consumer electronics, mobile

communications, and home appliances, LGE operates through more than 100 subsidiaries

worldwide that design and make flat panel TVs, audio and video products, mobile handsets,

air conditioners, washing machines, refrigerators, and more. Asia and North America are its

two largest markets, each contributing about a quarter of LGE's sales. LGE owns Zenith 18

Electronics (acquired in 1995) and LG Display. Founded in 1958 as Goldstar, LGE

established a North American headquarters in 2004. South Korea's LG Corp. owns about one-

third of LGE.

APPLE INC.

Apple Inc. (commonly known as Apple) is an American multinational technology company

headquartered in Cupertino, California, that designs, develops, and sells consumer

electronics, computer software, and online services. Its best-known hardware products are the

Mac personal computers, the iPod portable media player, the iPhone smartphone, the iPad

tablet computer, and the Apple Watch smartwatch. Apple's consumer software includes the

OS X and iOS operating systems, the iTunes media player, the Safari web browser, and the

iLife and iWork creativity and productivity suites. Its online services include the iTunes

Store, the iOS App Store and Mac App Store, and iCloud.

HTC CORPORATION

HTC Corporation is a Taiwanese multinational manufacturer of smartphones and tablets

headquartered in New Taipei City, Taiwan. Founded in 1997, HTC began as an original

design manufacturer and original equipment manufacturer, designing and manufacturing

devices such as mobile phones, touchscreen phones, and PDAs based on Windows Mobile

OS and Brew MP to market to mobile network operators who were willing to pay a contract

manufacturer for customized products. After initially making smartphones based mostly on

Windows Mobile, HTC expanded its focus in 2009 to devices based on Android, and in 2010

to Windows Phone. As of 2011, HTC primarily releases and markets its smartphones under

the HTC brand, ranking as the 98th top brand on Interbrand's Best Global Brands 2011

report. A September 2013 media report stated that HTC's share of the global smartphone

market is less than 3 percent. However a report published in April 2015 states that the market

share has risen to 7.2 percent due to its strong sales of the HTC One M8 and Desire series.

The stock price has fallen by 90 percent since 2011.

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DATA PROCESSING

Data processing is, broadly, "the collection and manipulation of items of data to produce

meaningful information." In this sense it can be considered a subset of information

processing, "the change (processing) of information in any manner detectable by an

observer."

The term is often used more specifically in the context of a business or other organization to

refer to the class of commercial data processing applications.

After collecting data, the method of converting raw data into meaningful statement; includes

data processing, data analysis, and data interpretation and presentation. Data processing

involves main stages such as editing, coding, classification, tabulation and graphic

presentation of data.

Data processing is a process of skillfully organising of data for the purpose of data analysis

and interpretation. Data processing can be done manually when the collected data is limited

or it can be done mechanically when the collected data involve huge quantities.

Data processing is the intermediary stage between data collection and data analysis. The

completed instruments of data collection, such as interview questionnaires, data sheets, and

field notes contain a vast mass of data. The collected data instruments are like raw materials

and therefore, they cannot straightway provide answers to research questions. Therefore,

there is a need for skillful manipulation of data, i.e., data processing.

Data processing need to be planned at the stage of research design. Most of the researchers

think of data processing only after the completion of data collection. The researchers may be

confronted with certain unexpected problems which can be avoided if careful planning for

data processing is undertaken at the research design stage. The advance planning may cover

such aspects like coding of data, categorization of variables, tabulation of data, etc. This

should be done with reference to the requirements of testing hypotheses or investigating

questions.

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DATA PROCESSING STAGES

Processing of data is a process of editing, coding, classification, tabulation and graphic

presentation of data. Data processing is required for the purpose of analysis and

interpretation. Analysis and interpretation of data facilities:

Research Findings

Drawing Conclusions

Recommendations

The various stages in data processing are as follows:

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STAGES IN DATA PROCESSING EDITINGCODINGCLASSIFICATIONTABULATIONGRAPHIC PRESENTATION

EDITNG OF DATAThis aspect plays a very vital role in the detection of the errors and omissions and then helps

to correct these errors. By this step, there occurs a large amount of increase in the degree of

accuracy, consistency and homogeneity. By this method, coding and tabulation of the data is

done and also scrutiny in a very careful manner of the completed questionnaires takes place.

CODINGThis step involves assignment of some symbols, either alphabetical or numerals or both, to

the answers. By doing this coding of the data, analysation of the data can be performed in a

much efficient manner but a very vital point to be kept in mind here is that there should be no

errors while assigning the codes or should be at the minimum possible level.

CLASSIFICATIONThe step of classification in general terms can be defined as the arrangement of the data into

groups and classes depending on the resemblance and the similarities. With the help of the

classification of the data, the entire data can be condensed and this condensation can be done

in such an elegant way that the various important characteristics can be very easily noticed.

The various features of the variables can be compared and the data in a tabular form can be

prepared.

TABULATIONClassification of the data and the tabulation of the data have been observed to be interrelated.

In this step of the tabulation of the data, data after it has been classified is then arranged in the

form of the tables.

In general terms, it can be said that the tabulation of the data involves orderly arrangement of

the data in columns and the rows and this step takes place after the classification of data has

been done.

GRAPHIC PRESENTATIONThe research data needs to be presented effectively for quick and clear understanding. Bar

graphs, pie charts, line graphs, histograms and other pictorial devices are an excellent means

to present the data.

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DATA ANALYSIS & INTERPRETATION

1. Gender

Particulars Percentage Total

Male 55% 55

Female 45% 45

Total 100% 100

MaleFemale

Interpretation: Out of the 100 respondents 55% are Male and remaining 45% are Female.

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2. Age Group

Particulars Percentage Total

Under 18 years 10% 10

19 years – 25 years 15% 15

26 years – 30 years 25% 25

31 years – 40 years 40% 40

Above 40 years 10% 10

Total 100% 100

Under 18 years19 - 25 years26 - 30 years31 - 40 yearsAbove 40 years

Interpretation: Out of the 100 respondents 10% are under 18 years of age, 15% are in the

age group of 19 – 25 years, 25% are in the age group of 26 – 30 years, 40% are in the age

group of 31 – 40 years, and remaining 10% are above 40 years of age.

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3. Do you use a Samsung product?

Particulars Percentage Total

Yes 93% 93

No 7% 7

Total 100% 100

YesNo

Interpretation: Out of the 100 respondents 93% use a Samsung product and remaining

7% do not use a Samsung product.

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4. Which product of Samsung do you use?

Particulars Percentage Total

Mobile 64% 60

Tablet 11% 10

TV 14% 13

Home appliance 10% 9

PC/Laptop 1% 1

Total 100% 93

MobileTabletTVHome appliancePC/ Laptop

Interpretation: Out of the 93% respondents who use a Samsung Product, 64% use a

Samsung mobile, 11% use a Tablet, 14% use a Samsung TV, 10% use home appliances of

Samsung, and only 1% use a Samsung PC/ Laptop.

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5. Are you satisfied with the product quality?

Particular Percentage Total

Yes 96% 89

No 4% 4

Total 100% 93

YesNo

Interpretation: Out of the 93% respondents who use a Samsung product, 96% are

satisfied with the product’s quality.

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6. Are you satisfied by the product’s performance?

Particulars Percentage Total

Yes 99% 92

No 1% 1

Total 100% 93

YesNo

Interpretation: Out of the 93% respondents who use a Samsung product, 99% are

satisfied by the product’s performance.

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7. Which part of the product attracts you?

Particulars Percentage Total

Fashionable Appearance 13% 12

User Friendly 7% 6

Product Quality 41% 38

After Sales Service 18% 17

Brand Reputation 21% 20

Total 100% 93%

Fahionable AppearanceUser FriendlyProduct QualityAfter Sales serviceBrand Reputation

Interpretation: Out of the 93% respondents who use a Samsung product, 13% are

attracted to the product because of its fashionable appearance, 7% by its user friendly design,

41% by the product’s quality, 18% by the after sales services, and remaining 21% by the

brand reputation.

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8. Are you satisfied with the after sales service provided by the company?

Particulars Percentage Total

Yes 91% 85

No 9% 8

Total 100% 93

YesNo

Interpretation: Out of the 93% respondents who use a Samsung product, 91% are

satisfied by the after sales service provided by the company.

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9. What would you rate the customer service provided by the Samsung Company?

Particulars Percentage Total

1 (least satisfied) 5% 4

2 7% 6

3 10% 9

4 15% 14

5 (most satisfied) 63% 60

Total 100% 93

1 (least satisfied)2345 (most satisfied)

Interpretation: Out of the 93% respondents who uses a Samsung Product, 63% are most

satisfied by the customer service provided by the company and 5% are least satisfied.

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10. Would you recommend a Samsung product to your relative/ friend?

Particulars Percentage Total

Yes 70% 70

No 5% 5

Maybe 25% 25

Total 100% 100

YesNoMaybe

Interpretation: Out of the 100 respondents 70% will recommend a Samsung product to

their friends/ relatives.

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11. Why do you like the Samsung Brand?

Particulars Percentage Total

Advertisement 15% 15

Appearance 25% 25

Price 10% 10

Quality 30% 30

Brand Image 20% 20

Total 100% 100

AdvertisementApperancePriceQualityBrand Image

Interpretation: Out of the 100 respondents, 15% like the Samsung brand due to its

advertisements, 25% because of its appearance, 10% because of its price, 30% due to its

quality, and 20% due to its brand image.

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12. Where do you often see the Samsung Advertisements?

Particulars Percentage Total

TV 17% 17

Newspaper 5% 5

Magazine 3% 3

Online 56% 56

Outdoor 18% 18

Radio 1% 1

Total 100% 100

TVNewspaperMagazineOnlineOutdoorRadio

Interpretation: Out of the 100 respondents, 17% often see Samsung advertisements on

TV, 5% in newspapers, 3% in magazines, 56% online, 18% outdoor, 1% hear it on the radio.

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13. Do you believe Samsung could become the market leader in majority of their product

categories?

Particulars Percentage Total

Yes 68% 68

No 10% 10

Maybe 22% 22

Total 100% 100

YesNoMaybe

Interpretation: Out of the 100 respondents, 68% believe that Samsung could become the

market leader in majority of their product categories.

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14. What do you think is the differentiating factor of Samsung compared to its

competitors?

Particulars Percentage Total

Affordable price 25% 25

Innovative design 40% 40

Technology 20% 20

Applications 15% 15

Total 100% 100

Affordable PriceInnovative DesignTechnologyApplications

Interpretation: Out of the 100 respondents, 25% think affordable price is a differentiating

factor for Samsung from its competitors, 40% say innovative design, 20% say technology,

and remaining 15% say its applications.

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15. Will you purchase a Samsung product in future?

Particulars Percentage Total

Yes 88% 88

No 2% 2

Maybe 10% 10

Total 100 100

YesNoMaybe

Interpretation: Out of the 100 respondents, 88% will purchase a Samsung product in

future.

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FINDINGS

Out of the total number of customers, maximum no. of customers are satisfied by the

product’s quality.

From all the products that are available in the market, Samsung mobile are most in

demand as compared to the company’s other products and Samsung PC/ Laptops are

least in demand as compared to the company’s other products.

Product quality is the feature which attracts the most people as compared to the other

features of the company’s products.

The company provides good after sales service.

Large numbers of customers are satisfied by the customer service provided by the

company.

Advertisements through internet are the most popular amongst the people whereas the

least popular means of advertisement is radio.

Maximum number of people thinks that the product’s innovative design is its

differentiating factor from the competitors.

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RECOMMENDATIONS

The company should try to increase their sales of its PC/ Laptops as they are very less

in demand as compared to the other products of the company.

The company should not only advertise its mobiles but also other products of the

company.

The company should try to sort out its legal matters as soon as possible as it affects

the image of the company.

The company should try to create more innovative designs and increase the durability

of its products.

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CONCLUSION

Samsung has positioned itself as one of the world’s most recognized leaders not only in cell

phones, but in TVs and appliances. The digital age is here and Samsung is taking every

opportunity to advance in this technology to be a competitive force.

Their unwavering commitment to being the world's best and pledge to be ―better than its

competitors has given them the No.1 global market share for more than a dozen of their

innovative products. Its marketing strategy proved successful by sponsoring the Olympic

Games and other sporting events, as well as partnering with electronics giant, Best Buy.

For over 70 years, Samsung has been dedicated to making a better world through diverse

businesses that today span advanced technology, semiconductors, skyscraper and plant

construction, petrochemicals, fashion, medicine, finance, hotels, and more. Our flagship

company, Samsung Electronics, leads the global market in high-tech electronics

manufacturing and digital media.

Through innovative, reliable products and services; talented people; a responsible approach to

business and global citizenship; and collaboration with our partners and customers, Samsung

is taking the world in imaginative new directions.

Samsung has created a revolutionary mode of entertainment that consumers will be able to

experience in their own homes—3D television. Samsung Electronics has proven that its name

synonymous with quality and progress.

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PROJECT REPORT

1. TITLE OF THE PROJECT:

Research Methodology- Samsung Electronics Company ltd.

2. INTRODUCTION:

Samsung Electronics Co., Ltd. is a South Korean multinational electronics company

headquartered in Suwon, South Korea. It is the flagship subsidiary of the Samsung

Group, accounting for 70% of the group's revenue in 2012, and has been the world's

largest information technology company by revenue since 2009. Samsung Electronics

has assembly plants and sales networks in 80 countries and employs around 370,000

people. Since 2012, the CEO is Kwon Oh-Hyun.

3. METHODOLOGY:

The data is collected from both the sources. Primary sources data is collected from

questionnaire. Secondary sources data is collected from internet, journal, newspaper, etc

4. FINDING:

The research is conducted through survey. The table and pie diagram is given related to

the finding.

5. LIMITATION:

The followings are the limitation that faced during research:

The data may not be completely accurate as the sample size was small and does not

represent the entire universe.

Unable to obtain company certificate due to time constraint.

6. CONCLUSION:

Samsung has positioned itself as one of the world’s most recognized leaders not only in

cell phones, but in TVs and appliances. The digital age is here and Samsung is taking

every opportunity to advance in this technology to be a competitive force.

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Samsung has created a revolutionary mode of entertainment that consumers will be able

to experience in their own homes—3D television. Samsung Electronics has proven that

its name synonymous with quality and progress.

7. APPENDIX:

The appendix includes the questionnaire which was distributed to the respondents for

the survey.

8. BIBLIOGRAPHY:

The data for this project is collected from various sources like book, internet, journals,

magazines, etc which are all listed in the bibliography.

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APPENDIX

QUESTIONNAIRE

1. Gender

Male

Female

2. Age Group

Under 18 years

18 years – 25 years

25 years – 30 years

31 years – 40 years

Above 40 years

3. Do you use a Samsung product?

Yes

No

4. Which product of Samsung do you use?

Mobile

Tablet

TV

Home Appliance

PC/ Laptop

5. Are you satisfied with the product quality?

Yes

No

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6. Are you satisfied by the product’s performance?

Yes

No

7. Which part of the product attracts you?

Fashionable Appearance

User Friendly

Product Quality

After Sales Service

Brand Reputation

8. Are you satisfied with the after sales service provided by the company?

Yes

No

9. What would you rate the customer service provided by the Samsung Company?

1 (Least Satisfied)

2

3

4

5 (Most Satisfied)

10. Would you recommend a Samsung product to your relative/ friend?

Yes

No

Maybe

11. Why do you like the Samsung Brand?

Advertisement

Appearance

Price

Quality

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Brand Image

12. Where do you often see the Samsung Advertisements?

TV

Newspaper

Magazine

Online

Outdoor

Radio

13. Do you believe Samsung could become the market leader in majority of their product

categories?

Yes

No

Maybe

14. What do you think is the differentiating factor of Samsung compared to its

competitors?

Affordable Price

Innovative Design

Technology

Applications

15. Will you purchase a Samsung product in future?

Yes

No

Maybe

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BIBLIOGRAPHY

Research Methodology in Commerce- Michael Vaz- Manan Prakashan

https://en.wikipedia.org/wiki/Electronics_industry

https://www.businessvibes.com/content/consumer-electronics-overview

https://en.wikipedia.org/wiki/Consumer_electronics

http://www.samsung.com/us/wow/survey.html

http://www.mercurynews.com/ci_22979868/samsung-short-history

https://en.wikipedia.org/wiki/Data_processing

http://www.mbaofficial.com/mba-courses/research-methodology/explain-data-

presentation-and-processing/

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