n

of
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in
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ents
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hypothesi
and
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sets,
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radio
television
it
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rs
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and
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living
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of
interest
comparin
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in
g
published
Britain'
by
annually
the
Society
Motor
of
Manumay
wish
some
have
estimate
future
probable
levels
article
demand
of
ownership
thirtytwo
cars,
motor
are
compared
1957.
sources
The
motor
are:
cars:
'
The
published
s',
en;
American
Telephone
rank
durables
with
Telegraph
als'
'inessenti
like
ment
entertain
on
which,
statistical
and
offices
Cycle
Motor
trade
that
approach
Assocn.,
Industries
of
of
the
concerned
advance
the
opposed
As
telephone
Ltd.;
.organisati
countries
d
necessiti
s:
'The
basic
present.
at
housing
esfood,
and
clothing-Traders;
unpublish
cycles:
ed
provided
figures
the
the
'
Handbook
'radios:
informatio
and
from
a
exists
figures
machines
have
obtained
vary
sources
from
been
embassie
from
complete
a
census
New
governin
'
s.)
Radio
World
For
ors
refrigerat
',
Handbook
and
machines
washing
O.
no
source
Johansen,
Lund
single
of
al
kind
of
this
inevitably
almost
Television
subject
Britain',
to
m
published
argin
March,
error
compariso
Political
than
ns
time
Economic
over
within
single
(P.E.P.'s
Planning;
a
country,
were
figures
in
s
difference
turn
in
definition
methods
done
Austria,
for
n.
compilatio
vakia,
Czechoslo
For
refrigerIreland
This
Norway.
method
In
Germany.
some
cases
no
estimates
numbers
use
could
here
obtained
were
adding
i
954
sales
annual
enquiries
where
estimate
small.
n
numbers
Great
Belgium,
used
of
are
In
before
France
poli
of
Japan,
Britain,
totals
annual
was
the
s
949
substantia
household
goods
ds
Netherlan
sales
durable
and
were
of
in
l;
however
ttaken
equipmen
use
different
1949
957;
in
there
1954
in
to
is
i
sales
of
on
depreciati
scrapping
durable
goods
will
result
an
a
census
sample
in
Canada
to
Sweden
private
market
rise,
demand
the
nal
consumer
durables
s'
poorer
the
countries
is
of
a
number
purposes.
of
ents
Governm
and
manufor
hypothesi
that,
believing
Engel's
individuals
s,
possibly
except
nations
and
in
U.S.A.,
the
spend
increasing
Britain
the
an
cycles,
telephone
foreign
radio
television
sets,
it
markets;
is
refrigerato
assumed
generally
rs
washing
that
living
and
if
standards
income
their
as
become
they
richer.
1956
1957.
ons
rapidity
The
in
this
field
also
this
change
of
are
interest
direct
sector
many
in
g
comparin
Britain'
Great
annually
published
by
Society
the
of
ManuMotor
may
have
wish
estimate
some
probable
article
demand
future
levels
ownership
of
two
thirtymotor
cars,
compared
are
1957.
are:
sources
cars:
'
The
s',
en;
published
Telephone
American
durables
Telegraph
rank
'inessenti
with
als'
entertain
like
ment
which,
on
offices
statistical
Motor
and
Industries
Cycle
trade
As
Ltd.;
Assocn.,
of
the
.organisati
concerned
opposed
s:
telephone
'The
basic
esfood,
necessiti
housing
Traders;
and
clothing-cycles:
motor
ed
unpublish
figures
provided
the
the
'
Radio
World
'from
Handbook
and
informatio
from
a
machines
exists
have
figures
sources
been
obtained
vary
a
from
embassie
census
complete
governin
New
radios:
'
s.)
refrigerat
Handbook
For
ors
washing
',
and
no
machines
Lund
single
O.
source
Johansen,
al
of
of
this
kind
almost
subject
inevitably
Television
to
published
Britain',
m
error
argin
March,
than
ns
compariso
Political
over
within
time
Planning;
Economic
a
country,
single
figures
(P.E.P.'s
difference
were
turn
in
s
definition
in
methods
done
for
compilatio
Czechoslo
Austria,
n.
refrigerIreland
vakia,
For
Norway.
method
This
Germany.
In
cases
some
estimates
no
numbers
could
use
here
were
obtained
adding
to
954
i
annual
sales
enquiries
estimate
n
Belgium,
of
where
small.
France
of
numbers
Britain,
Great
used
totals
are
In
949
poli
Japan,
Netherlan
sales
annual
durable
was
were
of
the
s
l;
substantia
equipmen
household
goods
use
ds
1949
there
and
in
to
in
is
i
however
ttaken
different
957;
in
1954
sales
of
before
depreciati
on
scrapping
goods
durable
result
will
sample
an
a
census
Canada
in
Sweden
market
private
the
nal
rise,
demand
s'
consumer
durables
the
countries
poorer
is
of
number
a
of
Governm
purposes.
ents
manuand
believing
for
Engel's
hypothesi
except
that,
and
individuals
in
possibly
the
spend
nations
Britain
U.S.A.,
an
increasing
the
telephone
cycles,
s,
sets,
markets;
foreign
radio
television
it
generally
is
rs
refrigerato
that
assumed
and
if
washing
standards
living
their
income
they
as
richer.
become
1956
The
1957.
ons
field
rapidity
change
in
are
this
also
direct
sector
this
of
interest
comparin
Great
many
in
g
published
Britain'
by
annually
the
Society
Motor
of
Manumay
wish
some
have
estimate
future
probable
levels
article
demand
of
ownership
thirtytwo
cars,
motor
are
compared
1957.
sources
are:
cars:
'
The
published
s',
American
Telephone
rank
durables
with
Telegraph
als'
'inessenti
like
ment
entertain
on
which,
statistical
and
offices
Cycle
Motor
trade
that
approach
Assocn.,
Industries
of
of
the
concerned
advance
the
opposed
As
telephone
Ltd.;
.organisati
countries
d
to
necessiti
s:
'The
basic
present.
at
housing
esfood,
and
clothing-motor
Traders;
unpublish
cycles:
ed
provided
figures
the
the
Handbook
'en;
informatio
and
from
a
exists
figures
machines
have
obtained
vary
sources
from
been
embassie
from
complete
a
census
New
governin
radios:
'
s.)
Radio
World
For
ors
refrigerat
',
Handbook
and
machines
washing
O.
no
source
Johansen,
Lund
single
of
al
kind
of
this
inevitably
almost
Television
subject
Britain',
to
m
published
argin
March,
error
compariso
Political
than
ns
time
Economic
over
within
single
(P.E.P.'s
Planning;
a
country,
were
figures
in
s
difference
turn
in
definition
methods
done
Austria,
for
n.
compilatio
vakia,
Czechoslo
For
refrigerIreland
This
Norway.
method
In
Germany.
some
cases
no
of
estimates
numbers
use
could
here
obtained
were
adding
i
954
sales
annual
enquiries
where
estimate
small.
Great
Belgium,
used
are
In
France
poli
Japan,
Britain,
totals
annual
was
the
s
949
substantia
household
ds
Netherlan
sales
and
were
of
l;
however
ttaken
equipmen
1949
957;
in
there
1954
to
is
sales
of
before
on
depreciati
scrapping
durable
goods
will
result
an
a
in
census
sample
in
Canada
Sweden
private
market
for
that,
believing
possibly
except
U.S.A.,
the
Britain
the i '
1956
1957.
rapidity
The
in
this
change
sector
many
COMPARISON BETWEEN SAMSUNG AND OTHER CONSUMER
DURABLE BRANDS
INTRODUCTION

The consumer durable market is mostly defined by hard goods, often termed as durable as their

expected life span is at least three years. A company that upgrades its technology and comes out

with new and innovative products catches the attention of consumers. Especially in the consumer
electronics segment, manufacturers have to make sure they are updated with the latest
technology that has entered the market. Companies adopt different strategies to stay at the
forefront of the competition. Comparison between such companies will be to compare their
strategies and growth in international market. Samsung being one of the major players in the
market of consumer durables maintains an analytics between Samsung and other companies. In
the fiercely competitive consumer markets, it is necessary to differentiate one's products.
Products' physical characteristics might be relatively easy to copy so something else is needed. It
is brands that give them the differentiating personality. A powerful brand is one that has high
name awareness, loyalty and perceived quality. Samsung has to compete with both white goods
(refrigerator, air conditioner, washing machine, microwave, dish washer) and brown goods
(mobile, cameras, television, home theater, printer, monitor etc) with other companies. When a
company has copious product lines like Samsung, a detailed study about the market and its
competitors is of crucial importance. This enables the company in acknowledgement of other
products launch date, which will further help them in anticipating the competitors strategies.
Samsung has different competitors in different sectors of the market. The competitors having
similar number of product lines are Panasonic, LG and Sony. Samsung covers a huge market in
the mobile industry, major competitors of Samsung in the mobile industry are Apple, Nokia, LG,
Sony, Micromax etc.

COMPANY PROFILE
Samsung is the third largest South Korean company which was established in 1969 as the
flagship company of the Samsung group or Samsung Corporation. Samsung achieved fast

growth through exports. Samsung decided to venture into the television market. It started
production of black and white television sets for the local markets in 1972. However, Samsung
realized that it can become a global brand. They searched and analyzed the global market
opportunities and challenges with the help of customers and employees feedbacks. Samsung
decided to change the concept of its brand .It had to change the perceptions of consumer with a
new brand image. During the Olympics in Seoul, South Korea in 1988, Samsung decided to
become an official sponsor for the wireless technology in order to associate its image with global
sports brand. Through the help of promotion and physical evidence Samsung is currently
recognized as a worldwide brand. Every country especially the member of Olympic Games then,
now knows about the brand. In this way, Samsung was successful in changing the concept of its
brand image and now has a good customer base. Nowadays, Samsung has 25 production base
worldwide and more than fifty sales subsidiaries in nearly about 50 countries. Their global
strategy involves eight main regions Southeast Asia, Central Asia, Africa, and Middle East,
China, North America, Europe and Latin America.

HISTORY
Samsung is one of the world's largest technology providers. It started out as trading company
exporting various products from South Korea to Beijing, China. Founded by Lee Byung-chul in
1938, Samsung gradually developed into the multinational corporation that it is today.
The word Samsung means "three stars" in Korean. It became the name associated with different
types of business establishments in South Korea and in various parts of the world.
Internationally, people associate the name with electronics, information technology and
development.
In 1969, Samsung Electronics was born. From there, the company started acquiring and creating
different business establishments including a hospital, paper manufacturing plant, life insurance
Company, department stores and many others. The company was destined to become a
household name starting in its mother country and spanning its reach to many other cities
internationally. Samsung Electronics started catering to the international market in the seventies
kicking off with the corporation's acquisition of half of Korea Semiconductor which made it the
leading electronics manufacturer in the country.

The success of Samsung as a technology provider continues to grow through the eighties as
Samsung Electronics was merged with Samsung Semiconductors and Telecommunications. This
paved the way towards a stronger hold on the international market with high-tech products that
will become a staple in every home. This development continued on through the next decade as
Samsung kept on going beyond its boundaries and restructuring its business plan to
accommodate the global scene. Adopting a new form of management proved to be a wise move
for the company as its products made their way on the list of top must-haves in their various
fields. TV-LCD's, picture tubes, Samsung printers and other high-tech products became popular
acquisitions due to their high quality. When Samsung ventured into the LCD industry in 1993, it
became the world's best.

OBJECTIVES OF THE STUDY

To understand the key drivers leading to growth of the industry

To know the current position of different players in mobile handset industry
To know the internal and external business environment of Samsung and other brands
To understand the marketing strategy w.r.t of Samsung and its competitors

PROFILE OF THE MAJOR PLAYERS

LG (Lifes Good)
LG Electronics, a wholly owned subsidiary of LG Electronics, South Korea
Was established in January, 1997 after clearance from the Foreign Investment Promotion Board
(FIPB).The trend of beating industry norms started with the fastest ever-nationwide launch by
LG in a period of 4 and 1/2 months with the commencement of operations in May 1997. LG set

up a state-of-the art manufacturing facilitate Greater Noida, near Delhi, in 1998, with an
investment of Rs 500 crores. This facility manufactured colour Televisions, Washing Machines,
Air-Conditioners and Microwave Ovens. During the year 2001, LG also commenced the home
production for its eco-friendly Refrigerators and established its assembly line for its PC Monitors
at its Greater Noida manufacturing unit. The beginning of 2003 saw the roll out of the first
locally manufactured Direct Cool Refrigerator from the plant at Greater Noida. In 2004, LGEIL
also up its second Greenfield manufacturing unit in Pune, Maharashtra that commences
operations in October this year. Covering over50 acres, the facility manufactures Color
Televisions, Air Conditioners, Refrigerators, Washing Machines Microwave Ovens Color
Monitors and GSM phone. The Greater Noida manufacturing unit line has been designed with
the latest technologies at par with international standards at Korea and is one of the most Ecofriendly units amongst all LG manufacturing plants in the world. LG has been able to craft out in
eight years, a premium brand positioning in the Indian market and is today the most preferred
brand in the segment. Various studies have shown that the consumer is well informed on the
health awareness front LG was one of the first companies who recognized the emerging change
in consumer needs and decided to differentiate their products on the basis of technology which
appealed to the consumer on the basis of health benefits.

Sony
Sony is a Japanese multinational conglomerate corporation headquartered in Knan, Minato,
Tokyo, Japan. Its diversified business includes consumer and professional electronics, gaming,
entertainment and financial services. The company is one of the leading manufacturers of
electronic products for the consumer and professional markets. Sony is ranked 116th on the 2015
list of Fortune Global 500.
Sony Corporation is the electronics business unit and the parent company of the Sony Group,
which is engaged in business through its four operating components electronics (video games,
network services and medical business), motion pictures, music and financial services. These
make Sony one of the most comprehensive entertainment companies in the world. Sony's
principal business operations include Sony Corporation, Sony Pictures Entertainment, Sony
Interactive Entertainment, Sony Music Entertainment, Sony Mobile (formerly Sony Ericsson)

and Sony Financial. Sony is among the Worldwide Top 20 Semiconductor Sales Leaders and as
of 2013, the fourth-largest television manufacturer in the world, after Samsung Electronics, LG
Electronics and TCL.
The Sony Group is a Japan-based corporate group primarily focused on the Electronics (such as
AV/IT products and components), Game (such as the PlayStation), Entertainment (such as
motion pictures and music) and Financial Services (such as insurance and banking) sectors. The
group consists of Sony Corporation (holding and electronics), Sony Interactive Entertainment
(games), Sony Pictures Entertainment (motion pictures), Sony Music Entertainment (music),
Sony/ATV Music Publishing (music publishing), Sony Financial Holdings (financial services)
and others.