A STUDY ON

MARKETING STRATEGIES

OF SAMSUNG MOBILES AMONG WHOLESALERS AND RETAILERS

POTNURU RUTHVIK
Regd.No:1701071052
 INTRODUCTION

A BRIEF STUDY ON MARKETING STRATEGIES OF SAMSUNG

MOBILES AMONG WHOLESALERS AND RETAILERS

Samsung, which had one single distributor in North, has

appointed four more distributors for the region. "We plan to
have a zonal distribution structure from our earlier strategy of
having just a distributor for each of the regions. We have also
appointed a dedicated national distributor for the organized
retail business to drive efficiency. Previously, the retail chains
were serviced by the regional distributors," said Mr. Dutt.
 NEED FOR THE STUDY
As the other forms in the industry is trying to improve
their markets share by developing new techniques and
strategies. It is not possible for the firm to withhold the market
share for a long time without dealing with the factors prevailing
in the market, which affect the market condition in the
industry. The major role of promotion in marketing is to market
the public aware of your products, to influence them to
purchase it, and to establish a long-term relationship that will
make of communication include advertising, digital marketing,
sales promotion, and public relation.
 OBJECTIVES OF THE STUDY
•To identify the effectiveness of distribution channel of Samsung
mobiles in market.
•To know the factors influencing wholesalers, retailers in their purchase
decision.
•To make any changes or improvements in the channel distribution if
required.
•Increase demand: these strategies are use during the product life cycle
in order to increase sales.
•Present information about the product: in order for customers and
consumers to want the product they need to understand what the product
is.
 SCOPE OF THE STUDY
•To study the situation analysis and identify the customer
needs.
•To study the marketing strategy.
•The study was conducted among shopkeepers (wholesalers,
retailers).
•To study the marketing mix decisions.
•The study is intended to assess level of Samsung mobile
phone sales.
•It helps us to understand the various factors influencing the
retailers of Samsung mobiles.
THEORETICAL FRAMEWORKTHEORETICAL FRAMEWORK

• What is marketing strategy ?

Marketing strategy is a long-term, forward-looking approach and an overall game
plan of any organization or any business with the fundamental goal of achieving a
sustainable competitive advantage  by understanding the needs and want of
customers.

Strategic planning seeks to address three deceptively simple questions, specifically:

* Where are we now? (Situation analysis)
* What business should we be in? (Vision and mission)
* How should we get there? (Strategies, plans, goals and objectives)
 LIMITATIONS OF THE STUDY

•Some of the employees are unaware of the development measures.

•Employees were uninterested to respond towards the
questionnaires.
•Time is the major constraint.
•Research is done through a sample survey, which is always prone
to errors of bias and prejudice.
•Lack of experience.
 DATA COLLECTION PROCESS

Primary Data Secondary Data

 Observation  Inside the organisation
 Questionnaire
I. News letters
II. Documents

 Outside the organisation

I. Libraries
II. magazines
Company Profile
Samsung, South Korean company that is one of the
world’s largest producers of electronic devices. Samsung
specializes in the production of a wide variety of
consumer and industry electronics, including appliances,
digitalmedia devices,semiconductors,memory chips,and 
integrated systems. It has become one of the most-
recognizable names in technology and produces about a
fifth of South Korea’s total exports.
 Major clients of Samsung include
Samsung Heavy Industries will be the sole provider of liquefied natural gas (LNG)
storage facilities worth up to US$50 billion to Royal Dutch Shell for the next 15
years.
Shell unveiled plans to build the world's first floating liquefied natural gas (FLNG)
platform. In October 2012 at Samsung Heavy Industries' shipyard on Geoje Island in
South Korea work started on a "ship" that, when finished and fully loaded, will
weigh 600,000 tonnes, the world's biggest "ship". That is six times larger than the
largest U.S. aircraft carrier.