Marketing Analysis for Samsung

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MARKETING ICA2

Class
Tutor

:
:

BM8019-01
Ms Erica Fong

Group Members
Lee Chze Liang
Lee Kai Koon
Neo Teck Chong
Neow Chew Keong
Ng Kok Hwee

12A388K
12A389D
12A394R
12A395E
12A396L

TABLE OF CONTENTS
1. INTRODUCTION …………………………………………….

2

2. SURVEY RESEARCH …………………………………….  Research Objectives
 Contact Method
 Sampling Plan and Survey Questions

2–3

3. CUSTOMER
…………………………………………….
 Demographic Factors
 Psychographic Factors
 Behavioural Factors

3–4

4. MARKETING MIX
 Product
……………………………………………..
 Price
……………………………………………..
 Place
……………………………………………..
 Promotion ……………………………………………..

4–5
5–7
7–8
8 – 11

5. CONCLUSION AND RECOMMENDATION ……………..

11 – 12

6. REFERENCES

……………………………………………..

7. APPENDICES
 Appendix 1 – Survey Questions ……………………..  Appendix 2 – Survey Results
……………………..
 Appendix 3 – 3 Level of Product for Samsung ……..
 Appendix 4 – Price Compared to Competitors ……..
 Appendix 5 – Samsung Range of Smartphone ……..
 Appendix 6 – Samsung Distribution Channel ……..
 Appendix 7 – Samsung Product Life Cycle
……..
 Appendix 8 – Promotion with Telco
…………......
 Appendix 9 – Promotion with Mega Stores
……..

1

13
A1-1 – A1-2
A2-1 – A2-3
A3
A4
A5-1 – A5-2
A6
A7
A8
A9

1.

INTRODUCTION

Samsung was founded by Byung-Chull Lee on March 1, 1938, in Taegu, Korea, with 30,000 won. Initially his business focused primarily on trade export, selling dried Korean fish, vegetables, and fruit to Manchuria and Beijing. In little more than a decade, Samsung-which means "three stars" in Korean-would have its own flour mills and confectionery machines, its own manufacturing and sales operations, and ultimately evolve to become the modern global corporation that still bears the same name today.

For over 70 years, Samsung has been dedicated to making a better world through diverse businesses that today span advance technology, semiconductors, skyscraper, plant construction, petrochemical, fashion, medicine, finance, hotels and more. The flagship company, Samsung Electronics, leads the global market in hightech electronics manufacturing and digital media. Samsung move to partner with Google for their Android OS and the recent series of Smartphone has tremendously brought their revenue to greater heights. In 2011, the stellar Samsung GALAXY S II sold more than 10 million units worldwide, achieving the No. 1 global market share for smartphones (2011 Samsung Electronics Annual Report).

Approx 94.5% of Singapore household has a hand phone in 2008. (http://www.singstat.gov.sg/pubn/reference/sif2012.pdf) Likely the percentage should be higher now. The functions of a hand phone have evolved greatly in this decade. From means of communication via SMS and calls, hand phone or rather Smartphone serves consumers a far range of functions today. A Smartphone offers more advance computing ability and connectivity then conventional mobile phone. Generally the established Smartphone brands in Singapore are Apple, Samsung, Nokia, HTC & Motorola.

The rapid growth and success of Samsung are the reasons why our group chose this brand. We hope through in-depth research and analysis can we better understand the success factors behind this rapidly sprang brand, particularly in the Smartphone industry.

2.

SURVEY RESEARCH

Survey research approach is done via questionnaire targeting general public. It can be used to gather information about people’s knowledge, attitudes, preferences, or buying behaviour for Smartphones. Basha and Harter (1980) state that "a population is any set of persons or objects that possesses at least one common characteristic. Through our survey, we sample a population which we hope can be representative 2

of the Singapore consumers. This approach is selected by the group because it is the most widely used method to collected primary data to meet our research objectives. Through the primary data collected, we hope...
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