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Samsung
Samsung
Samsung
Course Code: MKT306 Course Title: Digital Marketing Analytics
Course Instructor: Dr. Mohit Jamwal
Academic Task No.: 03 Academic Task Title: Regression Analysis
Date of Allotment: 05/10/2020 Date of submission: 20/10/2020
Student’s Roll no: RQ3E15A004 Student’s Reg. no: 11816164
Evaluation Parameters: (Parameters on which student is to be evaluated- To be mentioned by students as specified a
Learning Outcomes: (I am able to increase engagement through Regression Analysis.)
Declaration:
I declare that this Assignment is my individual work. I have not copied it from any other student‟s work or from any o
any part been written for me by any other person.
Student’s Signature:
Evaluator’s comments (For Instructor’s use only)
General Observations Suggestions for Improvement Best part of assignment
Evaluator‟s Signature and Date:
Marks Obtained:
Analysis
ion: 20/10/2020
no: 11816164
e mentioned by students as specified at the time of assigning the task by the instructor)
alysis.)
y other student‟s work or from any other source except where due acknowledgement is made explicitly in the text, nor has
assignment
itly in the text, nor has
INTRODUCTION:
a South Korean multinational conglomerate headquartered in Samsung Town, Seoul. It comprises numero
Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over the next three decades, the group dive
the construction and shipbuilding industries in the mid-1970s; these areas would drive its subsequent growth. Follow
1990, Samsung has increasingly globalised its activities and electronics; in particular, its mobile phone
Notable Samsung industrial affiliates include Samsung Electronics (the world's largest information technology co
measured by 2010 revenues), and Samsung Engineering and Samsung C&T (respectively the world's 13th and 36
Samsung Everland (operator of Everland Resort, the oldest theme park in Sou
Samsung has a powerful influence on South Korea's economic development, politics, media and culture and has
Samsung's revenue wa
Town, Seoul. It comprises numerous affiliated businesses, most of them united under the Samsung brand, and is the largest Sou
e next three decades, the group diversified into areas including food processing, textiles, insurance, securities, and retail. Samsun
drive its subsequent growth. Following Lee's death in 1987, Samsung was separated into four business groups – Samsung Group,
nics; in particular, its mobile phones and semiconductors have become its most important source of income. As of 2017, Samsun
s largest information technology company, consumer electronics maker and chipmaker measured by 2017 revenues), Samsung H
espectively the world's 13th and 36th largest construction companies). Other notable subsidiaries include Samsung Life Insuranc
Resort, the oldest theme park in South Korea) and Cheil Worldwide (the world's 15th largest advertising agency, as measured by
politics, media and culture and has been a major driving force behind the "Miracle on the Han River". Its affiliate companies pro
Samsung's revenue was equal to 17% of South Korea's $1,082 billion GDP.
The Samsung Group is
msung brand, and is the largest South Korean chaebol (business conglomerate).
ance, securities, and retail. Samsung entered the electronics industry in the late 1960s and
business groups – Samsung Group, Shinsegae Group, CJ Group and Hansol Group. Since
rce of income. As of 2017, Samsung has the 6th highest global brand value.
red by 2017 revenues), Samsung Heavy Industries (the world's 2nd largest shipbuilder
ries include Samsung Life Insurance (the world's 14th largest life insurance company),
dvertising agency, as measured by 2012 revenues).
n River". Its affiliate companies produce around a fifth of South Korea's total exports.
Attributes
Processor Camera Display charging Ram
Levels
Processor Camera Display charging Ram
SDS25 32mp GORILLA 300mah 2GB
SDS30 64mp LCD 1000mah 4GB
SDS43 48mp SUPER AMOLED 5000 mah 8GB
CARDS
Processor Camera Display charging Ram
SDS25 32mp GORILLA 300mah 2GB
SDS30 64mp LCD 1000mah 4GB
SDS43 48mp SUPER AMOLED 5000 mah 8GB
SDS25 64mp SUPER AMOLED 300mah 2GB
SDS30 48mp LCD 1000mah 2GB
SDS43 48mp GORILLA 300mah 8GB
SDS25 64mp GORILLA 1000mah 4GB
SDS30 64mp SUPER AMOLED 300mah 2GB
SDS43 32mp LCD 1000mah 4GB
SDS25 64mp GORILLA 5000 mah 4GB
SDS30 64mp LCD 1000mah 8GB
SDS43 48mp GORILLA 300mah 8GB
SDS25 64mp LCD 1000mah 4GB
SDS30 64mp SUPER AMOLED 300mah 2GB
SDS43 64mp LCD 1000mah 4GB
SDS25 48mp GORILLA 5000 mah 8GB
SDS30 32mp LCD 300mah 8GB
SDS43 48mp GORILLA 300mah 4GB
SDS25 32mp LCD 5000 mah 4GB
SDS30 64mp GORILLA 1000mah 4GB
SDS43 48mp GORILLA 5000 mah 8GB
DUMMY VARIABLES
SDS30 SDS25 GORILLA SUPER AMOLED 64mp
1 0 1 1 0
1 0 1 0 0
0 0 0 0 1
0 1 0 1 0
1 0 1 0 0
1 0 0 0 1
0 0 0 1 0
0 1 1 1 1
1 1 1 0 0
1 0 1 0 0
0 1 0 1 1
1 1 0 0 0
0 0 1 0 0
0 1 0 1 1
0 0 1 0 1
1 0 0 1 0
0 1 1 0 0
0 0 0 0 1
0 0 0 1 0
1 0 1 0 1
1 1 1 1 1
SUMMARY OUTPUT
Regression Statistics
Multiple R 0.921366747729997
R Square 0.848916683822552
Adjusted R Square 0.496388946075175
Standard Error 4.52126226772969
Observations 21
ANOVA
df SS MS F
Regression 14 689.1586488479 49.2256177749 2.4080847914
Residual 6 122.6508749616 20.4418124936
Total 20 811.8095238095
Rom Connectivity
32GB 3G
64GB 4G
124GB 5G
Significance F
0.1431778546687
ANOVA
df SS MS F Significance F
Regression 14 689.158648848 49.225617775 2.4080847914183 0.14317785
Residual 6 122.650874962 20.441812494
Total 20 811.80952381
SEGMENTATION:
GEOGRAPHIC: It has Samsung Guru Segment for rural areas as well as Galaxy segment fo
DEMOGRAPHIC: Samsung has mobile phones for youth, age of 16-29, for businessmen etc
PSYCHOGRAPHIC:Samsung mobile is available for those customers too who have their ch
TARGETING:
After segmenting the market based on the different groups and classes, the targets need to be
POSITIONING:
Positioning is about the customer perception about the brand as being different from the other
The strategies adopted by Samsung to position itself in the Mobile Phone market are as follow
_ It focuses more on the real margin which comes from mid-to-high-end segments
_ Samsung Concept store
_ Market making & category creation in small towns
_ Wider care network
_ Access to smsung care line
_ Created a Unique Brand Image for itself as a high end value driven brand.
Levels
Processor camera Display charging Ram
SDS25 48mp GORILLA 300mah 2GB
SDS30 64mp LCD 1000mah 4GB
SDS43 32mp SUPER AMOLED 5000 mah 8GB
l l l l l
Processor is Camera helps us to Display is the Charging is the RAM is storage
the central hub take pictures and screen of the circuit to used for a place
of the phone videos. mobile on recharge the to hold data
which we can batteries
see
Firstly, speaking of the F-value ie; significance-F = 0.143177… This indicates that it is
Even the multiple R is good in this i.e; 0.92136.. This tells us the calculated linear regression e
Coming to the R square the value is around 0.8489.. This value is higher r-squared which indic
A small p-value (typically ≤ 0.05) indicates strong evidence against the null hypothesis, so you
The higher the t-value, the greater the confidence we have in the coefficient as a predictor. Ge
Concluding , here the p-value is less than the significance level, the sample data provide suff
let us consider the ranking till 5 to compare the attributes and levels
From comparing the ranks with the attributes and levels we are able to know the product that m
Mostly they prefer the SDS25 processors with 64 mp cameras and gorilla glass
This is just a sample through first 5 rankings. Like this many models and ideas come accordin
product idea
e conjoint analysis , they are,
well as Galaxy segment for urban areas. Samsung is one of the largest manufacturers of mobile phones and it share
16-29, for businessmen etc. for middleclass youth it has Samsung Guru which is for govt. lower class workers also.
mers too who have their choice based on their lifestyle. Samsung came with some so fancy mobile phones specially
ses, the targets need to be chosen. Samsung mobiles have the following target customers:
ng different from the other brands on specific dimension including product attributes.
Phone market are as follows:
product design brainstroming
Rom Connectivity
32GB 3G
64GB 4G
124GB 5G
l l
ROM is the The ability to
mobile's form of connect mobile with
data storage. other devices either
RAM is a part of through sim or wifi is
ROM connectivity
INTERPRETATION
e sample data provide sufficient evidence to conclude that this regression model fits the data better than the model