SAMSUNG Mba Summer Project
SAMSUNG Mba Summer Project
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2022-23
A PROJECT REPORT
On
PRODUCT PROFILE MARKET SURVEY OF
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Preface
The Project work is field which uses tools and techniques to transfer
subjectivity in the environment into objectives, also the findings of the research,
when applied show results, which can be measured and evaluated so there is
feedback this is what makes it a dynamic activity.
This survey is an analytical study of a different facts of the product. The focus is
BHART KORI
M.B.A. (IST YEAR )
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ACKNOWLEDGEMENT
I would like to whole hearty thank and express my sincere gratitude to MR.
MANISH JAIN Head of the Department of Busines Studies, GYANVEER
INSTITUTE OF MANAGEMENT & SCIENCE for suggesting me this problem and
for giving an insight in dealing with the subject
Lastly, I Must express my gratitude to all the elders of the family and citizen
of the city who blessed me in course of discussion. I also extend my sincere thanks to
my family and my friends for their encouragement and support.
BHART KORI
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CERTIFICATE
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DECLARATION
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INTRODUCTION
Before the liberalization of the Indian economy, only a few companies like Kelvinator,
Godrej, Alwyn, and Voltas were the major players in the consumer durables market,
accounting for no less than 90% of the market. Then, after the liberalization, foreign players
like LG, Sony, Samsung, Whirlpool, Daewoo, and Aiwa came into the picture.
Today, these players control the major share of the consumer durables market. Consumer
durables market is expected to grow at 10-15% in 2007-2008. It is growing very fast because
of rise in living standards, easy access to consumer finance, and wide range of choice, as
many foreign players were entering in the market with the increase in income levels, easy
availability of finance, increase in consumer awareness, and introduction of new models, the
demand for consumer durables has increased significantly. Products like washing machines,
air conditioners, microwave ovens, color televisions (C-TV) were no longer considered
luxury items. However, there were still very few players in categories like vacuum cleaners,
exchange offers, discounts, and intense competition. The market share of MNCs in consumer
durables sector is 65%. MNC's major target is the growing middle class of India. MNCs
offer superior technology to the Consumers whereas the Indian companies compete on the
basis of firm grasp of the local market, their well-acknowledged brands, and hold over wide
Indian Consumer durables market used to be dominated by few domestic players like
Godrej, Voltas, Allwyn and Kelvinator. But post liberalization many foreign companies have
entered into Indian market dethroning the Indian players and dominating Indian market the
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major categories being CTV, REFRIGRATOR, MICROWAVE OVEN and WASHING
MACHINES.
India being the second largest growing economy with huge consumer class has resulted in
consumer durables as the fastest growing industries in India. LG, SAMSUNG the two
Korean companies have been maintaining the lead in the market with LG being leader in
The rural market is growing faster than the urban market, although the penetration level is
much lower .The CTV segment is expected to the largest contributing segment to the overall
growth of the industry. The rising income levels double-income families and consumer
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COMPANY PROFILE
SAMSUNG – Introduction
Our Vision
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
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
Our Mission
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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
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SAMSUNG HISTORY
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2006 Developed the world's first real double-sided LCD
Developed the worlds' first 50nm 1G DRAM
Unveiled 10M pixel camera phone
Launched "Stealth Vacuum," a vacuum cleaner with the
world's lowest level of noises
Launched the worlds' first Blu-Ray Disc Player
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GROWING TO BE THE BEST
Samsung India aims to be the ‘Best Company’ in India by the Year 2006. ‘Best Company’ in
terms of both the internal workplace environment as well as the external context in which the
Company operates. Samsung aims to grow in India by contributing to the Indian economy
and making the lives of its consumers simpler, easier and richer through its superior quality
products.
“Our aim is to gain technological leadership in the Indian marketplace even as our goal is to
earn the love and respect of more and more of our Indian consumers.” Mr. S.H. Oh,
Samsung in India
Samsung India is the hub for Samsung’s South West Asia Regional operations. The South
West Asia Regional Headquarters looks after the Samsung business in Nepal, Sri Lanka,
Bangladesh, Maldives and Bhutan besides India. Samsung India, which commenced its
operations in India in December 1995, today enjoys a sales turnover of over US$ 1Bn in just
Headquartered in New Delhi, Samsung India has a network of 19 Branch Offices located all
over the country. The Samsung manufacturing complex housing manufacturing facilities for
Refrigerators and Washing Machines is located at Noida, near Delhi. Samsung ‘Made in
India’ products like Colour Televisions, Colour Monitors and Refrigerators were being
exported to Middle East, CIS and SAARC countries from its Noida manufacturing complex.
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Samsung India currently employs over 1600 employees, with around 18% of its employees
SAMSUNG GLOBAL
media and digital convergence technologies with 2004 parent company sales of US$55.2Bn
and net income of US$10.3Bn. Employing approx. 113,000 people in over 90 offices in 48
countries, the company has of 5 main business units: Digital Appliance Business, Digital
Business. Recognized as one of the fastest growing global brands, Samsung Electronics
Corporation is the world’s largest pro ducer of Colour Monitors, Colour TVs, Memory Chips
Samsung understands the local cultural sensibilities to customize its products according to
the Indian market. It has set up a “usability lab” at the Indian Institute of Technology in New
Delhi to customize Samsung products to meet the specific needs of Indian consumers. This
Through its research done on consumer preferences in India, Samsung has concluded that
Indian consumers want more sound oriented products. Thus, the Samsung televisions for
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For the semi-automatic segment of Samsung washing machines, Samsung has introduced
for the first time in India a feature called Super Dry. It is present in three of Samsung’s semi
automatic models and dries the clothes better than the rest.
Samsung washing machines have an additional menu that takes care of the local Indian
wardrobes. They also have a ‘memory re-start’ that takes care of the frequent power failures
in India.
PRODUCT PROFILE
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Wide Video MP3 Player (YP-P2)
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Samsung’s versatile steam cooking solution adds a
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OBJECTIVES OF THE PROJECT
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Research Methodology
Research methodology is considered as the nerve of the project. Without a proper well-
organized research plan, it is impossible to complete the project and reach to any conclusion.
The project was based on the survey plan. The main objective of survey was to collect
appropriate data, which work as a base for drawing conclusion and getting result.
Therefore, research methodology is the way to systematically solve the research problem.
Research methodology not only talks of the methods but also logic behind the methods used
in the context of a research study and it explains why a particular method has been used in
Research design
Research design is important primarily because of the increased complexity in the market as
well as marketing approaches available to the researchers. In fact, it is the key to the
study buyer’s behavior, consumption pattern, brand loyalty, and focus market changes. A
research design specifies the methods and procedures for conducting a particular study.
Research design specifies methods and procedures for study. In this study the company was
interested to know the demand of different consumer durable product, about competitors,
and potential for SAMSUNG procedures to be used for the study among retailers/dealer and.
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Data Collection:
This report was prepared after collecting data from the retailers/ dealers and past data was
arranged from the various studies conducted in last few years and various other records of
company.
Primary Data:
These data were collected by personal interview with retailers/ dealer. For this purpose
questionnaires were prepared in such that all necessary data would be collected.
Secondary Data:
Information regarding the project, secondary data was also required. These data were
collected from various past studies and other sources of the company.
SAMPLING METHOD
SAMPLE SIZE
100 Dealers
Research tools:
Questionnaires
RESEARCH AREA
Nashik city
CBS
Panchavati
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Cidco
This project gives us great exposure to the consumer durable market because it includes
product knowledge and field survey job in which we visited the consumer durable stores in
Nashik district.
2. Collected the data of actual monthly sale of the SAMSUNG product in few shop.
3 Found out the problems that the dealer were facing while selling the SAMSUNG product.
4. Found out the customer response for SAMSUNG products by asking the owner of the
shop.
1. In term of purchasing power parity (PPP), India is the 4th largest economy in the world
and overtake Japan in the near future become the 3rd largest.
3. India has the youngest population amongst the major countries. There were lot of people
in the different income categories nearly the two third population is below the age of 35
and nearly 50% is below 25.
4. There were 56 million people in middle class, who were earning us$4,400-US$21,800 a
5. The upper-middle and high-income household in urban areas were expected to grew to
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OPPORTUNITY
1. In India the penetration level of white goods is lower as compared to other developing
countries.
3. Rapid urbanization.
LIMITATION OF STUDY
Although I tried my best in preparation of this project, but this study has some limitation:
1.The period of the project was not sufficient to study all the factors in deep.
3.We cannot say that what the consumer have revealed will be right for each and every
situation because their perception is influenced by many factors.
4.Many consumer and dealers/retailers showed less interest in providing information and
haven’t cooperated.
5.Some of confidential information viz. credit period, schemes, policies and sales figure
were not disclosed by the competitors.
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Data Analysis and Interpretation
Graph No. 1
INTERPRETATION:-
According to survey, 86 dealers were sold only C-TV, 67 dealers were sold C-TV and
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Table no. 2 shows no. of company’s product sold from dealer’s shop.
Graph No. 2
INTERPRETATION-
According to survey, 33 dealers were sold 5 brands, 34 dealers were sold only 2 brands from
their shops.
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Table No.3 Shows Major brand of C-TV sold by dealers.
Graph No. :- 3
INTERPRETATION-
C-TV with 39%, after that VIDEOCON is 2nd with 23% and then SAMSUNG is on 3rd with
18%.
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Table No.4 Most important parameter for more sale of C-TV
Graph No.4
INTERPRETATION-
According to dealers, Price is most important parameter for more sale of C-TV
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Table No. 5 shows the major brands of REFRIGERATOR sold by dealers.
Sr. NO NO. OF
BRAND RESPONDENTS PERCENTAGE
1 LG 22 22
2 VIDEOCON 13 13
3 SAMSUNG 9 9
4 GODREJ 12 12
5 WHIRLPOOL 19 19
6 KELVINATOR 16 16
7 KENSTAR 9 9
TOTAL 100 100
Source:- Survey
Graph No. 5
INTERPRETATION-
with 22%,
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Table No.6 shows most important parameter for more sale of REFRIGERATOR
Graph No. :- 6
INTERPRETATION-
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FINDING
1. We came to know while visiting the shop most of the dealers sold entire consumer durable
2. We know that during the survey in consumer durable industry in Nashik district and
Refrigerator.
3. Study shows that quality is most important parameter for more sale of colour television
4. Study shows that quality of the product is most important parameter for Refrigerator then
5. While visiting the shop we came to know that quality is most important parameter which
7. We came to know that while visiting the shop, Kenstar is most preferable brand for
8. While visiting the shop we know that LG is gives high profit margin as compare to other
competitors.
9. While visiting the shop dealers suggested that after sales service is most important factor
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10. All the dealers were not satisfied with the profit margin.
SUGGESTIONS &RECOMANDETION
Company should improve the after sales service of products as it is the main factor
If the SAMSUNG Ltd. reduces their product price like LG and VIDEOCON then
Company should distribute free key chain, calendar, t-shirts for making brand
Company should introduce low price and low power consumption Refrigerator for
Dealer desire more advertisement to be done through local newspaper and cable TV
Advertisements of the company’s products should focus on quality rather then price.
Company should introduce low cost products to satisfy the needs of low or middle
class.
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SAMSUNG ltd. should concentrate on after sales service.
Conclusion
With respect to the above study and the findings thereby, the company has definitely
With few more concerted efforts, the said organization needs to enter the rural
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ANNEXURE
A. Questionnaire
Address:
Contact no.:
1) Which is consumer durable product you sold from your shop?
□C-TV □Refrigerator □Washing Machine
□DVD □Microwave
2) How many no. of company’s product you sold from your shop?
□ONE_______________________________________________
□TWO_______________________________________________
□THREE_____________________________________________
□FOUR______________________________________________
□FIVE_______________________________________________
□SIX________________________________________________
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7) Which is major brand of Washing Machine you sold from your shop?
□ IFB □ Whirlpool □ Kenstar □ LG
□ SAMSUNG □ Videocon □ Kelvinator □ Godrej
8) What is the important parameter for more sales of Washing Machine brand?
□ Price □ Quality □ Services □ Advertisement
□ Schemes
B). Bibliography
1- http://www.samsung.com/in/aboutsamsung/index.html
2- http://www.samsung.com/in/aboutsamsung/corporateprofile/index.html
3- http://www.samsung.com/in/aboutsamsung/corporateprofile/history.html
4- http://www.samsung.com/in/aboutsamsung/corporateprofile/visionmission.html
5- http://www.samsung.com/in/consumer/index.html
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