MINOR PROJECT REPORT

“MARKETING AND STRATEGY ON

SAMSUNG”

SUBMITTED TO : SUBMITTEDBY:

Mr. YASHKANT TEOTIA UMANG GOEL

ASSISTANT PROFFESOR BCOM(H) II SHIFT

35521288821

MAHARAJA SURAJMAL INSTITUE

RECOGNISED BY UCG u/s 2(f)

AFLIATED TO GURU GOBIND INDRAPRASTHA UNIVERSITY C-4, JANAK PURI

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 CERTIFICATE

I, Mr. Umang Goel , Roll No. certify that the Minor Project Report
(Paper Code: Bcom -112 ) entitled “Marketing And Strategy on Samsung”
is done by me and it is an authentic work carried out by me. The matter embodied in this has not been
submitted earlier for the award of any degree or diploma to the best of my knowledge and belief.

Signature of the Student

This is to certify that Project Report entitled “Marketing And Strategy on Samsung” which is submitted by
Umang Goel in partial fulfillment of the requirement for the award of degree Bachelors of Commerce to
Maharaja Surajmal Institute Affiliated to Guru Gobind Singh Indraprastha University, C -4, Janakpuri, New
Delhi-110058 is a record of the candidate own work carried out by him under my supervision. The matter
embodied in this report is original and has not been submitted for the award of any other degree.

Signature of the Guide

Name of the Guide:

Designation:

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 ACKNOWLEDGEMENT

With an Overwhelming sense of gratitude, I acknowledge that the valuable guidance and

consistent encouragement extended to me by our knowledge able faculty members with whose

guidance, I’m able to accomplish this endeavor. Their technical acumen and years of

experience has provided me with crucial inputs at a critical stage.

I am specially thankful and grateful to my project guide Mr.Yashkant T eotia who motivated

and helpful me in completing my project.

UMANG GOEL

BCOM(H) II SHIFT

35521288821

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 Index
S NO. TOPIC PAGE NO.

1. CERTIFICATE 2

2. ACKNOWLEDGEMENT 3

3. EXCECUTIVE SUMMARY 5

4. SAMSUNG INTRODUCTION 6-9

5. COMPANY HISTORY IN INDIA 10

6. SAMSUNG PRODUCTS 11-14

7. THE SAMSUNG PHILOSOPHY 15-16

8. ACHIEVEMENTS OF THE COMPANY 17-18

9. MARKETING MIX OF SAMSUNG 19-20

10. SWOT ANALYSIS OF SAMSUNG 21-23

11. STRATEGIES OF SAMSUNG IN INDIA 24-25

12. ADVERTISING AND SALES PROMOTION 26-31

13. SAMSUNGS STRATEGY TO GAIN MARKET SHARE IN THE 32-33

INDIA MOBILE PHONE MARKET

14. THE SUCCESS SECRET 34

15. FUTURE PROSPECTS 35

16. MARKETING CAMPAIGNS BY SAMSUNG 37-40

17. CONCLUSION 41

18. BIBLIOGRAPHY 42
EXECUTIVE SUMMARY SAMSUNG

is a company that has been steadily growing throughout the past decade. The following report
will help SAMSUNG maintain the growth that has been enjoyed in the past, with a strong
emphasis on the growth of the all consumer durables and mobile divisions. By analyzing
customers and what they want, strategies can be devised as to how SAMSUNG can increase
their share of the market. Furthermore, by comparing SAMSUNGs strengths and weaknesses
to that of the competition, opportunities can be identified and capitalised on .SAMSUNG
entered into Indian market with its technologically advanced home appliances. But when it
entered in an Indian market, it had to face very tough competition and still it‘s facing tough
competition, but now it has gained the top position among different companies in India. Not
only SAMSUNG has highest market share in home appliances, but also in Smart phone market
.SAMSUNG created its own marketing strategies and also defined there target market to
penetrate into Indian market. SAMSUNG aims to have more market share in Indian market.
India is a country having its major consumers in high and medium income, as the poverty level
is declining the major group is turning into medium income group with some purchasing ability.
SAMSUNG India is now available with a big target market. Already in the Market major
companies are available which is having a trust among the consumer with respect to the quality,
durability & price. The major competitors in Electronic consumer goods market are LG, Sony,
and Panasonic etc. and in Smartphone market Apple, LG, Nokia, Blackberry, HTC etc. are the
major competitors of SAMSUNG. In this project we try to find out some important things; the
different kind of marketing strategies of SAMSUNG in Indian market. Market strategy,
positioning strategy, Marketing Mix(Product Strategy, Price Strategy, Promotion Strategy),
Financial, Innovation, Branding strategy etc, Competitive advantage of SAMSUNG, SWOT
analysis of SAMSUNG.

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 CHAPTER – 1 : INTRODUCTION

SAMSUNG INTRODUCTION

Unlike other electronic companies SAMSUNG origins were not involving electronics but other
products. In 1938 the SAMSUNGs founder Byung-Chull Lee set up a trade export company in
Korea, selling fish, vegetables, and fruit to China. Within a decade SAMSUNG had flour mills
and confectionary machines and became a co-operation in 1951.From 1958onwards
SAMSUNG began to expand into other industries such as financial, media ,chemicals and ship
building throughout the 1970s. In 1969, SAMSUNG Electronics was established producing
what SAMSUNG is most famous for, Televisions, Mobile Phones (throughout90s),Radios,
Computer components and other electronics devices.1987 founder and chairman,
ByungChullLee passed away and Kun- Hee Lee took over as chairman .In the 1990s
SAMSUNG began to expand globally building factories in the US, Britain, Germany ,Thailand,
Mexico, Spain and China until 1997.In 1997 nearly all Korean businesses shrunk in size and
SAMSUNG was no exception. They sold businesses to relieve debt and cut employees down
lowering personnel by 50,000. But thanks to the electronic industry they managed to curb this
and continue to grow .In 1993 SAMSUNG developed the lightest mobile phone of its era. The
SCH-800 and it was available on CDMA networks. Then they developed smartphones and a
phone combined mp3player towards the end of the 20th century. To this date SAMSUNG are
dedicated to the 3Gindustry. Making video, camera phones at a speed to keep up with consumer
demand. Employing approximately 138,000 people in 124 offices in 56 countries.

The Making of a Global Brand

In 1993, as a first step in its globalization drive, SAMSUNG acquired a new corporate identity.
It changed its logo and that of the group. In the new logo, the words SAMSUNG Electronics
were written in white colour on blue colour background to represent stability, reliability and
warmth. The words SAMSUNG Electronics were written in English so that they would be easy
to read and remember worldwide. The logo was shaped elliptical representing a moving world
– symbolizing advancement and change.

OBJECTIVES OF STUDY

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- TO UNDERSTAND THE MARKETING MIX OF THE BRAND
- TO ANALYSE THE MARKETING MIX OF SAMUNG
- TO EXPLORE THE GROWTH ACHIEVED THROUGH MARKETING BY SAMSUNG

LITERATURE REVIEW

Samsung is a Korean multinational corporation headquartered in Samsung Town, Seoul. It

includes many affiliated businesses, most of them united under the Samsung brand and the
largest corporation in Korea.

A literature review surveys books, scholarly articles, and any other sources relevant to a
particular issue, area of research, or theory, and by so doing, provides a description, summary,
and critical evaluation of these works in relation to the research problem being investigated.

This digital age was the time of revolutionary change. Samsung responded well to this need in
technology with competitive products and constant innovation by releasing products like PDA
phone, LCD TV, First Solar powered mobile phones and created world's thinnest TV at 6.5
mm. They currently specialize in digital appliances, media, phones, semiconductors etc.
(Burge, 2012)

Price is thus one of the evaluative criteria used by consumers, as are the cost incurred in buying
and owning or using the product (McDonald, 2013)

Since the 1990s, Samsung has expanded its operations globally, focusing on electronics
(televisions, refrigerators, air conditioners, etc.), mobile phones (Samsung Galaxy and
Samsung Note). Samsung has made bold and dangerous steps that bring many difficulties but
increasingly assert its position in the high-tech market. Samsung has developed its smartphone
breakthrough and differentiated from the competition.

RESEARCH METHODOLOGY

The techniques or the specific procedure which helps the students to identify, choose, process,
and analyze information about a subject is called Research Methodology. It allows the readers
to evaluate the validity and reliability of the study in the research paper.

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The type of Research is Qualitative in Nature.

Qualitative data are those data which contains words and description and are in textual form.
This type of Data is not easy to analyze in Research as it is of the subjective kind, especially
when it comes to comparing it with other information.

For example, Researcher collects quality data from personal interviews, open-ended
questions, and focus groups. This type of data describes taste, experience, texture, or opinion.

CHAPTER – 2 :PROFILE OF ORGANISTAION

HISTORY

SAMSUNG'S BEGINNINGS

With only 30,000 won (about US$27), Lee Byung-chul started Samsung as a trading company
based in a city called Taegu in 1938. With 40 employees, Samsung began as a grocery store,
trading and exporting goods produced in and around the city. It sold dried Korean fish and
vegetables, as well as its own noodles.

The company grew and expanded to Seoul in 1947 but left when the Korean War broke out.
Following the war, Lee started a sugar refinery in Busan before expanding into textiles and
building what was, at the time, the largest woolen mill in Korea.

This early diversification became a successful growth strategy for Samsung, which rapidly
expanded into the insurance, securities, and retail businesses. After the war, Samsung focused
on the redevelopment of Korea, especially industrialization.

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1960 to 1980

In the 1960s, Samsung entered the electronics industry with the formation of several
electronics-focused divisions:

• Samsung Electronics Devices

• Samsung Electro-Mechanics
• Samsung Corning
• Samsung Semiconductor & Telecommunications

During this period, Samsung acquired DongBang Life Insurance and established Joong-Ang
Development (now known as Samsung Everland). Additionally, a Samsung-Sanyo partnership
began, paving the way for the production of TVs, microwaves, and other consumer products.

In 1970, Samsung-Sanyo produced its first black and white TVs and expanded its reach into
shipbuilding, petrochemicals, and aircraft engines. Over the next decade, Samsung also
produced transistor black and white TVs, color TVs, refrigerators, electric desk calculators,
and air conditioners. In 1978, the company reached the landmark of having produced 5 million
TVs.
By 1974, Samsung Heavy Industries was one of the largest shipbuilders in the world. In the
late 1970s, the company established Samsung Electronics America and the Suwon R&D
Center.

1980 to 2000

In 1980, Samsung entered the telecommunications hardware industry with the purchase of
Hanguk Jeonja Tongsin. Initially building telephone switchboards, Samsung expanded into
telephone and fax systems, which eventually shifted to mobile phone manufacturing.

The following year, the company started producing personal computers, and in 1984 Samsung's
sales reached one trillion won.

Later in the decade, Samsung expanded to Tokyo and the United Kingdom, positioning itself
as a leader in semiconductor manufacturing with massive production of 256K DRAM.

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In 1987, founder Lee Byung-chul passed away, and his son, Lee Kun-hee, assumed control of
Samsung. Soon after that, Samsung Semiconductor and Telecommunications merged with
Samsung Electronics. The merged organization focused on home appliances,
telecommunications, and semiconductors.

The next decade brought additional growth and achievements. Samsung soon became a world
leader in chip production, formed Samsung Motors, and began producing digital TVs. The
company also began investing heavily in the design and manufacture of components for other
companies. It sought to become the world's largest consumer electronics manufacturer.

Samsung Ventures was founded in 1999 to invest in startup companies focusing on many of
Samsung's core services.

2000 TO PRESENT

Samsung entered the phone market with the SPH-1300, an early touch-screen prototype
released in 2001. The company also developed the first speech-recognition phone in 2005.

In the late 2000s and early 2010s, Samsung acquired companies that developed technologies
for electronic devices. In 2011, Samsung released the Galaxy S II, followed in 2012 by the
Galaxy S III, one of the world's most popular smartphones. The year 2012 also marked
Samsung becoming the world's largest mobile phone maker and the acquisition of m Spot to
provide entertainment to Samsung device users.

The company made additional acquisitions in the following years, including organizations that
would help it expand its offerings in medical technology, smart TVs, OLED displays, home
automation, printing solutions, cloud solutions, payment solutions, and artificial intelligence.

In September 2014, Samsung announced the Gear VR, a virtual reality device developed for
use with the Galaxy Note 4. By 2015, Samsung had more U.S. patents approved than any other
company, with more than 7,500 utility patents granted before the end of the year.

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In 2017, Samsung was given governmental permission to test a self-driving car. The following
year, Samsung announced that it would expand its renewable energy plans and hire 40,000
employees over the next three years.

COMPANY HISTORY IN INDIA

SAMSUNG Electronics commenced its operations in India in December 1995 and is today a
leading provider of Consumer Electronics, IT and Telecom products in the Indian market.

SAMSUNG India is the Regional Headquarters for SAMSUNG‘s South West Asia operations,

which provides employment to over 8,000 employees with around 6,000 employees being
involved in R&D. In2010, SAMSUNG India achieved a sales turnover of US$3.5 billion
.SAMSUNG began operations in India through its manufacturing complex located at Noida
(UP),which today houses facilities for Colour Televisions (including 3D, LED and LCD
Televisions),Mobile Phones, Refrigerators, Washing Machines and Split Air Conditioners
categories .SAMSUNG commenced operations of its second state–of-the-art manufacturing

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complex at Sriperumbudur, Tamil Nadu in November 2007. Today, the Sriperumbudur facility
manufactures Colour televisions, Fully Automatic Front Loading Washing Machines
,Refrigerators and Split Air Conditioners. SAMSUNG India has two R&D Centres in India –
at Delhi and Bangalore. While the Delhi R&D Centre develops software solutions for hi-end
televisions such as Plasma TVs, LCD TVs and Digital Media Products, the Bangalore R&D
Centre works on major projects for SAMSUNG Electronics in the area of telecom, wireless
terminals and infrastructure, Networking, SoC (System on Chip)Digital Printing and other
multimedia/digital media as well as application software. SAMSUNG India is a market leader
in product categories like LED TVs, LCD TVs, Slim TVs and Side by Side Refrigerators.
While it is the largest mobile handset brand in India, it leads in the smart phone segment in
India .SAMSUNG India has won several awards and recognitions for both its corporate
initiatives as well as its product innovations in audio visual, home appliance, IT and telecom
product categories .Apart from development of innovative technology, SAMSUNG places
great importance on acting as a responsible corporate citizen in the communities where it
operates. Its CSR programs respond to the social and environmental needs and seek to give
back to communities that support the company.

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SAMSUNG PRODUCTS

1. LCD and LED panels

Samsung Galaxy S II By 2004 Samsung was the world's-largest manufacturer of OLEDs,

with a 40 percent market share worldwide, and as of 2010 has a 98% share of the global
AMOLED market. As of 2006, it held more than 600 American patents and more than 2,800
international patents, making it the largest owner of AMOLED technology patents.

2. Mobile phones

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Samsung Galaxy Note series
Samsung's flagship mobile handset line is the Samsung Galaxy S, which many consider a direct
competitor of the Apple iPhone. It sold more than one million units within the first 45 days on
sale in the United States. The company's I9000 Galaxy S and S8500 Wave smart phones were
the winners of the 2010 European EISA Awards in the smart phone and social media phone
categories. At the end of the third quarter of 2010, the company had surpassed the 70 million
unit mark in shipped phones, giving it a global market share of 22 percent, trailing Nokia by
12 percent. Overall, the company sold 280 million mobile phones in 2010, corresponding to a
market share of 20.2 percent. Partially owing to strong sales of the Samsung Galaxy range of
smart phones, the company overtook Apple in worldwide Smart phone sales during the third
quarter 2011, with a total market share of 23.8 percent, compared to Apple's 14.6-percent share.
Samsung became the world's largest cell phone maker in 2012, with the sales of 95 million
smart phones in the first quarter. During the third quarter of 2013, Samsung's smart phone sales
were boosted by a strong consumer reception in emerging markets such as India and the Middle
East, where lower-priced handsets were popular. As of October 2013, the company offers 40
smart phone models on its US website.

3. Semiconductors

Samsung DDR-SDRAM Samsung Electronics has been the world's-largest memory chip maker
since 1993. In 2010, market researcher IC Insights predicted that Samsung would become the
world's-biggest semiconductor chip supplier by 2014, surpassing Intel. For the ten-year period
from 1999 to 2009, Samsung's compound annual growth rate in semiconductor revenues has
been 13.5 percent, compared with 3.4 percent for Intel.

4. Televisions

In 2009, Samsung sold around 31 million flat-panel televisions, enabling to it to maintain the
world's largest market share for a fourth consecutive year. Samsung sold more than one million
3D televisions within six months of its launch. This is the figure close to what many market
researchers forecast for the year's worldwide 3D television sales (1.23 million units).

In 2007, Samsung introduced the Internet TV, enabling the viewer to receive information from
the Internet while at the same time watching conventional television programming. Samsung
later developed "Smart LED TV" (now renamed to "Samsung Smart TV"), which additionally

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supports downloaded apps. In 2008, the company launched the Power Info link service,
followed in 2009 by a whole new Internet@TV. In 2010, it started marketing the 3D television
while unveiling the upgraded Internet@TV 2010, which offers free (or for-fee) download of
applications from its Samsung Apps app store, in addition to existing services such as news,
weather, stock market, YouTube videos, and movies.

Samsung Apps offers for-fee premium services in a few countries including Korea and the
United States. The services will be custom-tailored for each region. Samsung plans to offer
family-oriented applications such as health care programs and digital picture frames as well as
games. Samsung's range of smart TVs includes the apps ITV Player and motion controlled
Angry Birds.

5. Others

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Samsung GX-10 digital SLR camera Samsung produces printers for both consumers and
business use, including mono-laser printers, color laser printers, multifunction printers, and
enterprise-use high-speed digital multifunction printer models.

In the area of storage media, in 2009 Samsung achieved a ten percent world market share,
driven by the introduction of a new hard disk drive capable of storing 250 Gb per 2.5-inch disk.
In 2010, the company started marketing the 320Gb-per-disk HDD, the largest in the industry.
In addition, it was focusing more on selling external hard disk drives. Following financial
losses, the hard disk division was sold to Seagate in 2011.

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THE SAMSUNG PHILOSOPHY

SAMSUNG follows a simple business philosophy: to devote our talent and technology to
creating superior products and services that contribute to a better global society .Every day, our
people bring this philosophy to life. Our leaders search for the brightest talent from around the
world, and give them the resources they need to be the best at what they do. The result is that
all of our products—from memory chips that help businesses store vital knowledge to mobile
phones that connect people across continents—have the power to enrich lives. And that‘s what
making a better global society is all about.

Company’s Values

We believe that living by strong values is the key to good business. At SAMSUNG, a rigorous
code of conduct and these core values are at the heart of every decision we make. People quite
simply, a company is its people. At SAMSUNG, we‘re dedicated to giving our people a wealth
of opportunities to reach their full potential. Excellence everything we do at SAMSUNG is
driven by an unyielding passion for excellence—and an unfaltering commitment to develop the
best products and services on the market. Change In today‘s fast- paced global economy,
change is constant and innovation is critical to a company‘s survival. As we have done for 70
years, we set our sights on the future, anticipating market needs and demands so we can steer
our company toward long-term success. Integrity Operating in an ethical way is the foundation
of our business. Everything we do is guided by a moral compass that ensures fairness, respect
for all stakeholders and complete transparency. Co-prosperity A business cannot be successful
unless it creates prosperity and opportunity for others. SAMSUNG is dedicated to being a
socially and environmentally responsible corporate citizen in every community where we
operate around the globe.

Vision

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 SAMSUNGs three key strengths: ―New Technology,
―Innovative Products, and ―Creative Solutions. -- And to promoting new value for
SAMSUNGs core net works -- Industry, Partners, and Employees. Through these efforts,

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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 2022. 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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ACHIEVEMENTS OF THE COMPANY

1995:-SAMSUNG India Electronics (SIEL) products launched in India. Certificate for

commencement of business received by SAMSUNG.

1996:- Foundation Stone laid for CTV Factory at Noida, Uttar Pradesh. Launch in South Home
Appliances Launch

2002:- Construction commences for 5,000,000 refrigerator plant in Noida SAMSUNG unveils
new technology for Consumer Home Entertainment (DNIe™) ELCINA (Electronics Industries
Association of India) Awards for ‗Excellence in Electronics‘ instituted by the IT department
of the Government of India. SAMSUNG India received the 1st Prize in the Consumer
Electronics category for productivity, exports, R&D and quality assurance in

2002 2003:- Inaugurated SAMSUNGs new, High-Tech, advanced Refrigerator facility.

Commencement of production at refrigerator facility in Noida. Merger of SIEL with SEIIT.

Software technology park setup at Noida

2004:- SAMSUNG received the Golden Peacock Special commendation Certificate for
Corporate Social Responsibility (Private Sector) for the year 2004 from Mr. Shiv raj Patil,
Union Home Minister. India made regional headquarters for SAMSUNG South west Asia. Mr.
K. S. Kim appointed as the First President and Chief Executive Officer of SAMSUNG South
West Asia.

2005:- The India Retail Forum has awarded SAMSUNG as the Best Retailer of the year 2005
in the consumer Durables category. Most Trusted Company Award 2005 by Var India. Mr. S.
H. Oh appointed as the President and Chief Executive Officer of SAMSUNG South West Asia.

2006:- Developed the worlds first real double-sided LCD Developed the worlds first50nm 1G
DRAM Unveiled 10Mpixel camera phone Launched the worlds first Blu-Ray Disc Player
Developed 1.72"Super-ReflectiveLCD Screen

2007:- No.1 world wide market share position for TVs achieved for the seventh quarter in a
row Developed the worlds first30nm-class 64Gb NAND Flash™ memory Black Jack bestowed

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the Best Smart Phone award at CTIA in the U.S. Attained No.1 world wide market share
position for LCD for the sixth year in a row

2008:- Became the official sponsor of 2010 Guangzhou Asian Game Developed the worlds
first2Gb 50 NANO SAMSUNG takes No. 1 spot in U.S. cell phone market Opened Global
Brand PR Centre SAMSUNG D light No.1 worldwide market share position for TVs achieved
for the 9th quarter in a row

2009:- Released the world‘s first solar -powered mobile phone in India SAMSUNG took up a
record high market share in LCD monitors Released the ―Corby full touch phone targeted at
younger users

2010:- SAMSUNG Electronics launched World‘s first3D home theatre SAMSUNG

Electronics launched WAVE, the first Smart phone based on Bada platform SAMSUNG
Electronics began mass producing industry‘s first3D TV panels 21

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 CHAPTER – 3 : CONCEPTUAL FRAMEWORK

MARKETING MIX OF SAMSUNG

The 4Ps (Product, Price, Place, and Promotion) make up the marketing mix, which is an
integrated marketing model. This model aids us in gaining a broad understanding of the
company and the techniques it employs to market and sells its products to the general audience.

In the next section, we’ll look at Samsung’s marketing mix plan.

1. Product Mix
When it comes to its products, Samsung has a clear advantage. Samsung products are trusted
since they have delivered excellent results in recent years. Samsung is well-known for its
services, and buyers should be aware that any of its products can be serviced extremely quickly.

As a result, one of Samsung’s strength points in the marketing mix is its product line.
Samsung’s product categories are as follows:
1. Tablets
2. Mobile phones
3. Televisions – LEDs, LCDs. Plasma TV, SMART TV, HDTV, etc
4. Cameras
5. Refrigerators
6. Air Conditioners
7. Washing Machine
8. IT – Laptops, printers, and accessories

2. Price Mix
Samsung is a market leader and authority in smartphones and other consumer electronics. It is
a major player in the home appliance business, with two pricing schemes to satisfy its clients.

When Samsung releases a new smartphone with cutting-edge technology, the corporation
employs the price skimming tactic. This enables it to make a large profit. When competitors
launch identical products, the price of that specific product is reduced to acquire market share
and increase sales.

Other Samsung items, such as refrigerators, televisions, and air conditioners, have comparable
prices as well. This is because there is a lot of competition in the market from other brands

21
providing identical products. Competitive pricing, on the other hand, might occasionally result
in lesser profitability.

3. Promotion Mix
Samsung advertises in a variety of ways. Samsung, as a firm, believes in attracting customers
through advertising while also employing aggressive tactics to push products to customers
through sales promotions.

On the one hand, Samsung employs a variety of marketing vehicles throughout the year, both
during the festive season and outside of it. On the other hand, it provides numerous incentives
and discounts to its business partners to encourage them to sell Samsung above the competition.
Samsung’s brand is on the increase as a result of this strategy, and both the pull and push
strategies are functioning in Samsung at the same time.

4. Place Mix
Samsung sells to stores and service providers directly. Only service dealers are in charge of
corporate sales as a result of this strategy. Because Samsung is such a well-known brand,
technology retailers almost always have to have it in their inventory. Samsung’s selling point
is its distribution. They also distribute their goods through a single distribution business in one
site, which then distributes them to other locations.

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SWOT ANALYSIS OF SAMSUNG

STRENGTHS

• Customers are loyal and appreciating the brand. SAMSUNG is enjoying very good position
against its competitors. The company is maintaining very good relationship with its suppliers.
The company is also maintaining with labourers.

• SAMSUNG is a financial strong and Stable. The production processes and procedures of
inventory management are consistent with industrial standards.

• SAMSUNG enjoys the widest range of product portfolio which includes Mobile phone,
Tablet, TV/Audio/Video, Camera, camcorder, Home appliance, pc, printer, memory cards
and other accessories.

• SAMSUNG holds significant market share in most of the product categories.

• SAMSUNG is NO.1 in terms of market share in mobiles, it captured Nokia‘s market share
by superior innovation in smartphones.

• SAMSUNG is the best in terms of design features and technology. It was the first to
introduced dual screen mobiles, 65k TFT/LCD colour phone, first phone with polyphonic
ringtones, phones with rotating lens, thinnest and lightest note pad etc

• SAMSUNG enjoys the first mover advantage in terms of introducing advance features in
LCD, refrigerator, Air conditioner etc. It introduced the world‘s smallest MP3 player and
India‘s first17” TFT-LCD-TV monitor.

• SAMSUNG took advantage of the growing economy of Asian market by setting up

manufacturing plant in India there by reducing logistics and supply chain costs.

• SAMSUNG brand value increased by 80% in past three years.

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WEAKNESSES

• SAMSUNG is facing hard competition. South Korea‘s labour unions are strategically linked
for collective bargaining and negotiation.

• SAMSUNG need improvements in defining the vision, mission and strategic corporate
objectives.

• Marketing management needs improvement in all the facts of marketing.

• HRM also needs improvement in all the facts of human resources management.
• SAMSUNG Mobile launched a series of Smartphones recently which led to cannibalization.
The demand for LCD panels is expected to decline in the future.

• Still Nokia is considered to be the most preferred product in India in terms of ease of use,
reliability and resale value.

OPPORTUNITIES

• The economic condition of South Korea seems favourable. SAMSUNG is interiorizing the
social shifts. Itis having constant policy given by the government.

• SAMSUNG is reasonable equipped to take care of technological changes.

• SAMSUNG is maintaining good international relationship with other countries and the local.
SAMSUNG is planning to make the air-condition product category more strong with
unique technology called ‘Triple protection proposition‘.

• SAMSUNG is the India‘s official ‘Olympic partner’ for the 2012 London Olympic and
recently launched ‘Olympic Ratna Program‘. This will result enhance brand awareness and
increase the sales.

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• SAMSUNG Mobile and Home appliance has future plans of launching Customized products
for Indian market. This will improve the market share in rural market.

• The Indian youth population is growing and mobile phone sales are expected to increase due
to lesser call rates.

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THREATS

• The legislation has been passed frequently related to industry. Technological transformation
takes place in the industry was very high.

• Regulatory issues and safeguarding of property rights was main threats in legislations.
SAMSUNG has wide variety of product lines; failure of one product line will have impact on
the other and will result in brand dilution.

• The competitors like Nokia are focused focussed only in one segment.
• Since India is a potential market, entry of foreign players is likely high. Foreign players like
Haier have already started gaining market share in India in home appliances.

• Threats from Chinese products.

• Retail Chains like Big bazaar sell consumer electronics and home appliance in low cost
strategy which is procured in bulks from foreign market.

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STRATEGIES OF SAMSUNG IN INDIA

PRODUCT STRATEGY SAMSUNG

India has segmented their products into five categories.
1) MOBILEPHONE
2) TV/AUDIO/VEDIO
3) CAMERA/ CAM RECORDER
4) HOME APPLIANCES
5) PC/PERIPHERALS/PRINTERS

SAMSUNG offers the most diverse product mix in the 3D market, offering LED, LCD and
Plasma3D TVs. SAMSUNG‘s cash cow product in the 3D market however, is the LED 9000
series .Reposition of its products. In early 1990th SAMSUNG was still perceived as a
conservative manufacturer and always associated its brand with bargains.

SAMSUNG realized that low price is just a major means to compete in the lower-market
whereas in up scale market technology and brand are competitive means. SAMSUNG decided
to penetrate the up scale market and gave up lower-market in order to exalt its brand image. It
repositioned all series of its products such as mobile phone, consumer electronics and memory
flash to upscale market. Correspond to SAMSUNG‘s new position in the market it has
relatively higher price in it category. To SAMSUNG higher price would bring more profit and
at the same time it is the better imply of good quality. The strategy of reposition helps
SAMSUNG starting to build its noblest image. Technology innovation SAMSUNG recognized
that digital is the future developing aspect of consumer electronics. They regard the digital age
as having both incalculable potential and risks. It’s a time of intense competition-fortunes can
be made or lost in the blink of an eye. SAMSUNG took this challenge as an opportunity. They
switched their core competitive power from mass manufacture to its own brand which based
on digital technology. Itis well positioned as one of the worlds recognized leaders in digital
technology and eventually become the world‘s top innovative company in technology.

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PRICING STRATEGY

Pricing also seemed to have played a significant role in SAMSUNG‘s success. Differentiation
is the key for a brand to be preferred by consumers, when there are so many brands within the
same product category. SAMSUNG believes in providing good products at reasonable prices
to its customers. SAMSUNG‘s technology plank communications helped the company to gain
market share, even though it did not offers any discounts or exchange scheme when it entered
India .SAMSUNG focuses on cost-cutting measures to keep its price low which helps to combat
the discount schemes of the local companies .For e.g. - In 2001, due to high competition in the
20”CTV segment, SAMSUNG had to resort to price cuts. The company said that value
engineering, new product lines and new chassis development had contributing in combating
price erosion. SAMSUNG negotiated with its vendors to reduce costs on cabinets, plastics,
speakers, harness coils, remote controls, etc. SAMSUNG‘s Brand image seemed to have helped
it survive the price erosion. Dealers also agreed to lower margin sowing to company‘s brand
image.

SAMSUNG in the year 2002 drastically reduced its operational costs which enabled the
company to keep low prices for certain products and extract higher profit margin from premium
products.. SAMSUNG is very transparent in functioning. It has a fixed Mo P (Marketing
Operating Price) whereby the goods are sold to the distributors and to the customer‘s at a fixed
market price only. The focus of its competitors is to penetrate in the rural and semi-urban mass
markets. But SAMSUNG insists that its a high end technology driven player. That’s why the
urban areas are still a focus area for it and only 30 per cent of revenue comes from rural and
semi-urban India. They have always been a hi-end technology driven player and want to keep
that equity .Not surprisingly, the target customer for SAMSUNG products won‘t be found in
the price-sensitive mass market. Adopting the lifestyle product platform, SAMSUNG‘s aiming
for the high-end premium market. Hence SAMSUNG has always been keeping premium
prices. SAMSUNG claim sit‘s never been a price warrior - its focus has always been on the
premium market, which is why it has remained a steady No. 2 or No. 3 player in most product
categories. Itis difficult to achieve the ambitious targets keeping in mind the pricing strategy of
SAMSUNG. But, they believe that it takes time to ensure your supremacy in market share.

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ADVERTISING AND SALES PROMOTION

In 1995, when SAMSUNG entered India, it realized that Indian consumers were not familiar
with the company. So, in order to establish itself in the Indian consumers mind, SAMSUNG
launched corporate advertisements highlighting its technologically superior goods.

Brand Ambassador: Samsung's latest foldable smartphones have opened a new chapter in its
innovation journey. Samsung Newsroom India spoke to leading actor and youth icon Alia
Bhatt who is also the brand ambassador for Galaxy Z Series in India.

• Providing free content on the mobile by collaborating with the copyright owners of
Bollywood movies.

• Organizing contests like SAMSUNG Mobile Karaoke Festival‘

• Opening the SAMSUNG Fun Club for better customer relationships.
• Free online software updates, tutorials and customer service
• Highlights the innovative features of its products through a combination of innovative
advertising and branding.

• Established many SAMSUNG Mobile Stores to increase the visibility of the brand

PROMOTION
Offering advanced technology products and positioning itself on the technology platform will
not help a company sell its products if it fails to communicate properly with the potential
customers. To raise brand awareness and create strong, favourable and unique brand
associations, SAMSUNG adopted various marketing strategies like celebrity endorsements,
corporate advertisements ,highlighting its technological superior goods and many promotional
schemes.

ADVERTISING
Samsung involves heavy promotions in their advertising strategy by using both push and pull
strategy. By following push advertising strategy, Samsung places their products through sales

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and advertising strategies. it is done by heavy investment on traditional advertising. In the
push advertising strategy, Samsung spot placements in the major events like Super Bowl.

Again, Samsung uses social networking sites such as Facebook, Twitter, Youtube etc. to
maintain their online presence regularly. Through these social media marketing strategies,
Samsung builds and maintain a relationship with the customers. They also declare
announcements of their new products in the social networking sites. These types of initiatives
are included in pull advertising strategy.

Samsung used to tied up with celebrity in advertising their products. They never tied up with
David Beckham for the advertising of their Samsung Galaxy Note & Samsung Galaxy. Again,
Samsung hired Bollywood actress Nargis Fakhri for advertising Samsung Galaxy in India.

Samsung used to follow another way of advertising their mobile phones by focusing their
attention on gathering audiences. Samsung started the advertisement by telling basic
information about Samsung phones to the customers. This technic informs the customers about
the brand name of the phones by zooming into Samsung phones so that the customers are able
to see the brand name printed on the phones.

In terms of Samsung Electronics, all of their advertising activities are designed to provide
accurate information to the customers through high-quality advertisements and these sort of
advertisements help the customers to take the decision whether they will buy the products or
not. In a broad sense, Samsung’s advertisement is centered on the empowerment of corporate
brand identity and product.

SALES PROMOTION

Sales promotion is short term incentives to encourage the purchase or sale of a production or
service. It includes a wide assortment of tools such as coupons, discount, premiums, sample
and other. Sales promotion attract consumer attention, offer strong incentives to purchase, and
can be used to dramatize product offers and boost sagging sales. One of the way used by

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Samsung is give customer trying the sample of mobiles phone. Samsung mobiles attract
potential customers to try the Galaxy S7 edge and other mobiles phone for free. The mobile
shops took out a real model of the smart phone for customers to test the mobile phone’s special
function and feel holding the phone in his or her hands.

SPONSORSHIP

SAMSUNG used sponsorship of events like Olympic series to boost its sales. SAMSUNG was
the global wireless communications sponsors at the Athens Olympics. SAMSUNG used the
strategy of relating itself directly with the values of the Olympic Games, which included
attributes like world class, global, excellence, fair competition and peace. The Olympic series
of August5, 2004 was SAMSUNG‘s salute to the Olympic values .SAMSUNG was the sponsor
of Lakme India Fashion Week held on April21, 2005. Team SAMSUNG cricketers - Irfan

Pathan, Mohd. Kaif and Virendra Sehwag launched the World‘s Best Handset, SAMSUNG
D500 during the SAMSUNG Show at the Lakme India Fashion Week. The theme for the

SAMSUNG Show was ‗The Best Thing Says Everything‘ in keeping with the positioning of
SAMSUNG D500 - SAMSUNG‘s latest and path-breaking mobile phone which has been rated
as the ‗World‘s Best Mobile phone‘ by the 3GSMAssociation World Congress held at Cannes
in February 2005.SAMSUNG sponsored SAMSUNG & MTV Youth Icon 2005 on June10,
2005. The idea behind the sponsorship was that the SAMSUNG Mobiles were targeted at the
fun loving, lifestyle oriented and trendy youth of today. By associating with the SAMSUNG &
MTV Youth Icon, they are seeking to further strengthen their relationship with the youth.
SAMSUNG mobiles make a style statement and by partnering with the Youth Icon, this
positioning is further re-inforced. SAMSUNG was even the sponsor of SAMSUNG IIFA
Awards held on June 13, 2005. Popular film actress, Preity Zinta was awarded the SAMSUNG

Diva‘ award while Hrithik Roshan was conferred the prestigious SAMSUNG Style Icon‘ award
at the SAMSUNG IIFA Awards 200

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STP

SEGMENTATION

One of the fundamental principles of marketing is the segmentation of the market.

Segmentation means the splitting of the market into groups of end users who are Based on
recent Marketing definitions, Behavioural and Psychographic Segmentation are the definitions
that best represent Samsung‘s current Segmentation Strategy.

1. Geographic
It has Samsung Guru Segment for rural areas as well as Galaxy, Note segment for urban
areas. Samsung is one of the largest manufacturers of mobile phones and it shares the
highest cell phone customers with Nokia in India. It has something for everyone.

2. Demographic
Demographic segmentation is basically segmenting customer groups basis the age and
their earning potential. For Samsung, the demographic segmentation lies between 2255
age group and people from lower middle class to upper middle class. Samsung offers
different products which start from Rs. 1,500 and go up to Rs. 1,00,000+. Hence there
is something for everybody. Like Guru, galaxy, note

3. Psychographic
Samsung mobile is available for those customers too who have their choice based on
their lifestyle. Samsung came with some so fancy mobile phones specially for girls and
cheaper touch screen stylish phones so that everyone can enjoy touch screen The rate
of normal mobiles. Samsung has its range of mobile phones start from 1200 to lakhs.
Psychographic segmentation is one of the most important segmentation in positioning
a brand. It will allow you to better develop and market your products because there will
be a more precise match between the product and each segment’s needs and wants.
Samsung too has products for people who make their choice based on their lifestyle.
Samsung Galaxy series in one such series with innovative features and stylish design

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 developed specially for high-end customers who like to flaunt and make a style
statement with their smartphones.

TARGETING

After segmenting the market based on the different groups and classes, the targets need to be
chosen. Samsung mobiles target a broad range of customers from different age groups, different
social status, and different lifestyles.

Samsung mobiles have the following target customers: Trendy young people Professionals
Large businesses The common cellular phone users Organizations such as: services to public
safety, the government, and both utility and manufacturing enterprises Institutional sales for
colleges Target is not only number driven but also about acquiring and retaining customers.

The entry-level models from the A series are solid devices for a low price. Starting at the
Samsung Galaxy A40, smartphones from the A series are mid-range devices in terms of price.
Some devices may be slightly more pricey and may perform better. These phones are also better
in terms of their camera, computing power, and casing. Do you want one of the very best
smartphones? If so, opt for a device from the S series.

POSITIONING

Positioning is about the customer perception about the brand as being different from the other
brands on specific dimension including product attributes.

The strategies adopted by Samsung to position itself in the Mobile Phone market are as follows:
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 Samsung care line Pioneering in the 3G segment of mobile phones. Branded itself as a
synonym for quality. Created a Unique Brand Image for itself as a high end value driven brand.

33
Samsung positioned itself as a smartphone makes that produces the best quality products and
it came up with new ideas to be more customer focused and creative in order to establish a
strong brand image. Samsung doesn’t have any particular tagline/slogan for the company as
a whole; they prefer to use unique taglines for each and every product. They tend to promote
and position their mobile phones/note/tab at all the 3 different levels of positioning. Overall the
positioning of Samsung looks good and they have products for each and every customer
segment.

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BRAND STRATEGY

1. BRAND ELEMENTS
- Name: Samsung is a Korean company, and so is its name. In Korean, the word
Samsung means “three stars.”
The founder of the company Lee Byung-Chull wanted to become a powerful,
everlasting star, so he thought that “Samsung” is the best word for his company.

- Logo: The logo of the company has drastically changed over time and has become
simpler. While during the 1930s, Samsung’s logo featured three stars, stripes, and wheat
plants inside a circle shape, nowadays the logo does not contain stars on it.

- Slogan: “Inspire the World, Create the Future” The company’s slogan clarifies that
Samsung recognizes itself as a leader in the industry and puts its efforts into offering
new values in the industry, making the world a better place. The company seeks to
create a future that is inspiring, promising.

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 - Character: Brand Character is the set of human characteristics that can be associated
with the brand and give it a unique personality and recognition in the market, in the
minds of the consumers. The character of Samsung shows the company’s dedication to
its customers and brand community. Also, it describes that Samsung always seeks to be
in the leading position of innovation and design.

BRANDING STRATEGY
For any new company, when it makes its entry into the market, there are two ways to stimulate
growth: intensive advertising campaign, and product offerings with unique functions.

SAMSUNG recognized the potential of both. ―In terms of products, SAMSUNG introduced
its leading-technology display products as well as printers in the Indian market and carried out

SI meets all over the country to educate the channel community on its new products, ― says
Ranjit Singh Yadav, Director – IT, SAMSUNG India. However, the power of brand building
exercise was not lost on the company. In fact, SAMSUNG tilted more towards advertising and
brand-making strategy –creating awareness of its name by investing large amounts of money
in million-dollar brand- making campaigns .In India, SAMSUNG, in order to create its brand
awareness, signed seven cricket celebrities and in doing this it aimed to cash in on the
popularity of cricket in India which is considered a religion in India. Instead of just ads
featuring cricketers, SAMSUNG launched its ―Team SAMSUNG India campaign all over
India. The focus of this concept was to create patriotism through cricketers, but under the
SAMSUNG brand name the banner reads ―With Team SAMSUNG. The campaign was a
huge success and it enabled SAMSUNG to increase awareness of its brand. As a result, it began
to make impressive growth in India.―In India, SAMSUNG‘s investment on branding has
spanned our brand building and corporate initiatives, product investments and investments in
the channel, says Mr. Yadav. ―In the year 2008,SAMSUNG supported the Olympics cause in
India by way of sponsorship of the Indian team, the support for select members of the Indian
team. The company also organized the biggest-ever national level school quiz on Olympics
for school children. Consequently, its Olympic-related advertising campaign brought the
company‘s brand closer to customers.―We supported the Indian team to the Beijing Olympic
Games as well as provided scholarship support to six Indian athletes for their training expenses,
including Abhinav Bindra whom we subsequently signed on as our Brand Ambassador for

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Consumer Electronics products, following his return from the Olympics,‖ adds Mr. Yadav.
SAMSUNG hugely invested in sports, as it knew that sports attract crowds. In the Athens 2004
Olympic Games, it was named as Worldwide Wireless Communications Partner of the

Olympic Games, but not without a cost. SAMSUNG provided 14,000 mobile phones and also
supported equipment during the games. They also presented themselves in the Olympic Torch
Relay, which took place in 27 countries.

CHAPTER 4 : ANALYSIS & INTERPRETATION

SAMSUNG HAS GROWN EXCEPTIONALLY FROM 2017.

37
SAMSUNG IS LEADING WORLD WIDE MARKET SHARE FOR
SMATPHONES.

SAMSUNG AS SECOND BIGGEST TV BRAND IN INDIA

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SAMSUNG HAS CONTRIBUTED THE MAX FOR ITS MARKETING
BUDGET.

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THE SUCCESS SECRET

Being ahead of the competition is the mantra of SAMSUNG‘s success. In business, it always
pays to reduce the lead-time, as being late in business means business is over, which happened
in the case of many big brands and competitors. For instance, the most advanced mobile phone
has only two- mega pixel camera, but SAMSUNG offered 5-mg phone in 2005. SAMSUNG is
offering new products lower than the market price. Yet, the company has been able to retain its
standard and quality. However, part of this success was also SAMSUNG‘s openness. The
company opened up and recruited employees from a global pool of talent bringing in talent
from various countries, making these people work together at one table designing the best
product. This trend boosted the company‘s perception and made it a global brand among the
consumers. The strategy paid off and in the past five years, it has achieved the biggest gain
among major brands, even surpassing Sony. SAMSUNG‘s approach is holistic reaching the
world customer. It created its branding in multiple ways, ranging from traditional adds to
billboards, racing, Olympic games, cricket matches, marathons. In short, wherever it saw the
crowd, it communicated SAMSUNG message by presenting itself as a leader of innovation
with affordable price .In the year 2009, SAMSUNG India is looking at strengthening both the
product portfolio and the channel. The company will be tapping our existing brand shops as
well as Large Format retail stores for our IT products.‖ We have just launched our
comprehensive an ge of Notebook PCs and the Live 360‘ campaign for Notebook PCs. In the
year 2009, we will be expanding our portfolio in Notebook PCs, Display products as well as
our Printer range, says Mr. Yadav. SAMSUNG India will be continuing with its channel
expansion in the year 2009 as well. ―We will be strengthening the corporate sales business
based on our enhanced line up, adds Mr. Yadav.―Market will see the introduction of new
technologies in the marketplace and some of the trends that we saw in the year 2008 will get
more pronounced. Thus, I expect the LCD Monitor category to dominate the market
completely, even as the transition from Desk Top PCs to Notebook PCs and Net books will
continue.

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FUTURE VISION

As part of the new vision, Samsung will launch a youth-centric citizenship program which will
involve engineering students and academia from across the country and will help create a
stronger innovation ecosystem in the country. The company said it will soon unveil the contours
of the program. On the R&D front, Samsung said its India set-up will continue to work on
advanced R&D areas such as 5G, artificial intelligence, internet of things, cloud services and
end-to-end thinking to take projects from research to development to the commercialization
stage. The company will also expand open innovation with start ups, students and universities
to help strengthen the innovation and start up ecosystem in the country and augment their in-
house innovation capabilities.

Samsung said after building the largest nationwide 4G LTE network for an Indian
telecommunications company, it will also work in the domain of 5G technology and is working
with various partners in India to help lead network evolution. It also said new initiatives are
planned for manufacturing in India, contributing to the government’s vision of ‘Make in India’
and developing the country as an electronics manufacturing and exports hub.

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MARKETING CAMPAIGNS BY SAMSUNG

#IndiaReadyAction: Samsung Launches Mega Campaign

Empowering Gen Z & Young Millennials to Show to the World
the ‘Real India’

Samsung India today launched a nationwide digital campaign, #IndiaReadyAction,

empowering Gen Z and millennials to break stereotypes about India, by capturing and sharing
videos of Real India through their smartphones.

Starting today, the month-long campaign #IndiaReadyAction will urge Gen Z and young
millennials in India to share up to 60-second videos of their vision of Real India that will break
any stereotypes that may exist about the country in the world.

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#OverToYou

#OverToYou is another campaign that highlights Samsung’s use of social and online
communities to promote its new products.

Samsung gave Galaxy S4s to 12 prominent bloggers, sports people and YouTubers so they
could create content using the phone and share it with their followers.

By using the S4 to come up with a creative, exciting video these 12 people were
demonstrating the potential of the new device. Obviously the videos were also shareable,
thereby giving Samsung some additional exposure outside of its normal marketing channels.

Incredible Art Piece

To promote its new Galaxy Note Pen Stylus feature Samsung launched an attempt to break
the world record for the most people contributing to a single art piece.

The campaign, which was run by Samsung Mobile India, invited people to contribute to the
massive art project either through a minisite, a Facebook app, or by drawing a picture offline
and emailing it via Samsung.com.

Note II owners could also contribute using the S Note application on their device.

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Participants had to create a digital drawing on the theme of ‘Colours of India’ which would
then be added to the art installation. Weekly prizes were given out for the best entry.

More than 300,000 people took part in the campaign, breaking the original record of 201,958
by some margin. It was a great way of getting people involved in a fun campaign that allowed
them be show off their creative side while also finding out more about Samsung’s products.

CHAPTER :5 CONCLUSION

Although Samsung has captured the highest market share in Indian market, but the company
had to face so many problem. For example conflict with the Apple, Apple blamed the Samsung
that company is copying some of its features and design. This blame damaged the reputation
of the Samsung all over the world. But still Samsung is a favourite brand of Indian consumers
whether we talk about electronic consumer goods or smartphone. It means despite of problems
and blames, Samsung has positioned itself in consumer mind as a quality brand.

The revamped competitive strategy and marketing programs that Samsung designed and
implemented have been a huge success. The global value of Samsung’s brand increased by
more than 200% from 2003 to 2008, and it took over Sony as the most valuable consumer-
electronics brand.

As a result, the unit sales grew to $119 billion by 2009, and with the advent of the Samsung
Galaxy, revenue has grown into a staggering $218 billion as of 2018. According to the
vision on its website, Samsung seeks to achieve $400 billion in sales while placing Samsung
Electronics’ overall brand value among the global top 5 by the end of 2020. Additionally, it
seems they continue to lean into their strengths, as Samsung continues its commitment to
furthering innovations in technology and products. For instance, the release of the Galaxy Z
Flip and the Galaxy Fold are two of the latest examples of leading innovation coming out of
Samsung.

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BIBLOGRAPHY

• https://www.google.co.in
• https://www.wikipedia.org
• https://www.ibef.org
• https://www.dnb.com
• https://www.samsung.com/in
• http://www.cygnusindia.in
• https://www.samsung.com/in/about-us/company-info
• https://index.co/company/samsung

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