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.

1
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.

2
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.

4
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

5
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.

6
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.

7
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.

8
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.

9
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.

Mobile
Phones
Home
Appliances Tablet PC
And
Accessories
PRODUCTS

Laptops
and
Cameras Chrome
Devices
LCD and
LED
Televisions

10
SWOT ANALYSIS

STRENGTHS WEAKNESS
• Diversified • Legal Proceedings
Business Mix
• Wide Geographic
Reach

OPPORTUNITIES THREATS
• Rising Demand for • Intense
Smartphones Competition
• New Product • Falling Demand for
Launches PC's & TV's
• Growing Demand
for LTE
Technology

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.

11
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.

13
  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.

15
MARKETING MIX

Product Price
4 P's of
Marketing
Promotion Place

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.

PROMOTION
Samsung 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.

17
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.

19
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.

20
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:

STAGES IN DATA PROCESSING

EDITING

CODING

CLASSIFICATION

TABULATION

GRAPHIC PRESENTATION

21
EDITNG OF DATA
This 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.

CODING
This 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.

CLASSIFICATION
The 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.

TABULATION
Classification 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 PRESENTATION
The 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.

22
DATA ANALYSIS & INTERPRETATION

1. Gender
Particulars Percentage Total

Male 55% 55

Female 45% 45

Total 100% 100

Male
Female

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

23
 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 years
19 - 25 years
26 - 30 years
31 - 40 years
Above 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.

24
 3. Do you use a Samsung product?
Particulars Percentage Total

Yes 93% 93

No 7% 7

Total 100% 100

Yes
No

Interpretation: Out of the 100 respondents 93% use a Samsung product and remaining
7% do not use a Samsung product.

25
 4. Which product of Samsung do you use?
Particulars Percentage Total

64% 60
Mobile
11% 10
Tablet
14% 13
TV
10% 9
Home appliance
1% 1
PC/Laptop
Total 100% 93

Mobile
Tablet
TV
Home appliance
PC/ 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.

26
 5. Are you satisfied with the product quality?
Particular Percentage Total

Yes 96% 89

No 4% 4

Total 100% 93

Yes
No

Interpretation: Out of the 93% respondents who use a Samsung product, 96% are
satisfied with the product’s quality.

27
 6. Are you satisfied by the product’s performance?
Particulars Percentage Total

Yes 99% 92

No 1% 1

Total 100% 93

Yes
No

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 Appearance
User Friendly
Product Quality
After Sales service
Brand 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

Yes
No

Interpretation: Out of the 93% respondents who use a Samsung product, 91% are
satisfied by the after sales service provided by the company.

30
 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)
2
3
4
5 (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.

31
 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

Yes
No
Maybe

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

Advertisement
Apperance
Price
Quality
Brand 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.

33
 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

TV
Newspaper
Magazine
Online
Outdoor
Radio

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.

34
 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

Yes
No
Maybe

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 Price
Innovative Design
Technology
Applications

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

Yes
No
Maybe

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.

39
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.

40
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.

41
 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.

42
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

43
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

44
 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

45
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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