ABSTRACT

The most popular name of high-end smartphones is Samsung. Apple is the

primary rival, but Samsung attracts competition with its mobile features.
Numerous customers are devoted to Samsung smartphones and will keep their
connection with the company strong. They control the industry. Samsung is
already contending more on selling than on technology, despite having greater
smart phone purchases than its rival and industry leader. Lastly, the durability,
new innovations, ease of internet browsing, longer battery life, and better
customer service are what influence a customer's choice to purchase a Samsung
smartphone.

INTRODUCTION

Customer Satisfaction

Customers are the lifeblood of any business, so they must be regarded as the
ruler of said market. Customers are essential to the organization's growth,
profitability, status, and other aspects of the company. Therefore, it is crucial for
every organisation to fulfil all customer standards and recognise when a client is
happy. Customer satisfaction is a key indicator of how well requirements and
solutions are coordinated and provided to exceed expectations. The task can
only be accomplished if the client and the supplier have a positive working
connection overall. Customer satisfaction is an essential success factor and
fundamental determinant of strategic planning in today's cutthroat business
environment. Therefore, the higher customer satisfaction, the greater the
company and the relationship with the customer.

History of Samsung

On March 1st, 1938, Lee Byung-Chull established Samsung as a food trading

shop. He began his enterprise in Taegu, Korea, selling noodles as well as other
products made in the area and shipping those to China as well as its outlying
regions. (The name of the business, Samsung, is Korean for "three stars.") Lee
extended his company into textiles just after Korean War and established the
biggest woollen factory in Korea. To aid in his nation's post-war development,
he placed a strong emphasis on manufacturing. During most of that time, his
company profited from new defensive measures taken by the Korean
government with the intention of aiding domestically significant corporations
by protecting those from the competition and facilitating easy funding.

To stay competitive in the textile sector, the company extended its textile
manufacturing operations during the 1970s to include the entire production
chain, from raw resources to finished goods. There were created new entities,
including Samsung Heavy Industries, Samsung Shipbuilding, and Samsung
Precision Company. Additionally, the business began making investments in the
pharmaceutical, petrochemical, and heavy sectors during this time, giving it a
promising development path.

Samsung's tech firms experienced a rapid growth in the decade that followed. In
addition to establishing distinct electronic and semiconductor branches, an
aircraft section was formed in 1978. In order to meet the expanding demand for
systems development among companies, Galaxy Data Systems was founded in
1985. That aided Samsung's rapid rise to the top of the IT services industry.
Additionally, Samsung established two R&D centres that expanded the
business's technological offerings to include devices, semiconductors, high-
polymer chemicals, instruments for genetic engineering, telecoms, aircraft, and
nanotechnology.
Brand Image of Samsung

Self-Image: How company consumers see themselves internally. Due to their

simplicity of use and subsequent feeling of technical prowess, Samsung phones
go beyond being mere goods for the typical user.

Culture: The beliefs or principles that the company publicly projects to

customers. Samsung claims to worry about everyone. They continue to expand
their presence on the marketplace by providing smartphones for all price ranges,
ranging from the stylish Samsung Galaxy Note line to the affordable Galaxy
Duos with in mid-range to the A-series devices at the lower end.

Reflection: The image that company users assume after using the product or
service, in addition to the mental image that the brand owner presents of the
intended market. With it's own loyalty programme of free mobile applications,
Samsung is customer-focused and more oriented towards explorers who do not
even think it's worthwhile to shell out for software.

Relationship: The connection the company aspires to build with its intended
audience of users. Samsung didn't ignore the Galaxy Note 7 issue in an effort to
win back customer confidence; instead, they made a public apology and
concentrated on enhancing product safety.

Physical characteristics that give a company its physical uniqueness are referred
to as its physique. Glass is used for both the back and display of Samsung's top
phones. Their televisions are painted in strong, solid hues that are either shiny
or matte.

Personality:The psychical component of a company with the emphasis on the

character's personality. Ellen DeGeneres, whose 2014 Oscar Snapshot
practically caused a stir online, is indeed an ideal choice for Samsung for their
witty and lively traits.

4 P’s of Samsung
Samsung has a wide range of products and is present in numerous market
segments. The Samsung ’s smartphones, including the Galaxy and Note models,
are the company's key brand ambassadors.

Product

• Samsung's phones advance past their restriction on thin phones to

represent the ideal fusion of cosiness, minimalism, and refinement. Their
distinctively designed cellphones all have unique characteristics. Products
are very different.within Samsung's phone division. They do have variety
of Galaxy devices, with the Galaxy S4 becoming the latest model. The
Samsung Galaxy Series is powered by Android. These programmes are
known by the following names: -

• S stands for "Super Smart/Flagship," and the latest 4th galaxy S4 is a

flagship.
• Such versions, designated "R" (Royal/Refined/Premium), blend strength,
effectiveness, and output.
• 'W' (Wonder/High Rank). This seems to be for those who are looking for
a harmony among ability and design.
• Young, or "Y". This is geared towards the younger population, which is
price-conscious.

Due to how well Samsung products have done over the past couple years,
consumers have confidence in all of their products, which is to Samsung's
advantage. The goods have had very few issues. & Samsung has transformed its
Smarphones into a prestige sign for its users. In addition, Samsung is renowned
for its customer service, and customers are aware that Samsung provides
extremely quick service for all of its products. The range of products is
therefore one among Samsung's greatest strengths in its promotion mix.

Promotion

Samsung advertises its devices using a number of advertising tools on various

media channels. They make use of banner advertising, social networking sites
on the net, paper advertising, and broadcast.

Samsung advertises in a variety of ways. Samsung as a business believes in

attracting customers through promoting while also employing aggressive
strategies to press the product on customers through promotional activity. As a
result, Samsung employs a variety of marketing strategies all year long, both
during the holiday season and outside of it. On the contrary hand, it makes a lot
of offers and reductions to its business associates to encourage them to promote
Samsung over rival products. With such a plan, Samsung's brand is growing,
indicating that the company's pull and push strategies are actively at operation
there.
Price

Due to its history of making cutting-edge, reasonably priced phones for a very
long time, Samsung has had plenty of chances to find out what it takes to
dominate its market. Owing to its pricing strategy, it has prevented Apple Inc.
from expanding in marketplaces such as Asia and emerging economies like
India. This is the end result of producing a broad range of goods at various price
points.

Samsung employs a number of different pricing techniques as a result of its

position across multiple product groups. The pricing strategies can be divided
up according to the goods they are used for. A glance at the surface of the price:
Samsung's smartphones rank among the finest upon that market and dominate in
regards to the amenities and USPs they offer. Another newcomer to the market
that is drawing attention is the Galaxy Note 3 Plus Gear. Thus, Samsung
employs skimming pricing for such goods in an effort to secure a hefty
premium at launch before rivals do the same. When a rival introduces a
competitive product or the variant becomes outdated, Samsung instantly reduces
the price.

Price competition - Company utilizes fair pricing for product lines apart from
mobile phones. Panasonic and LG are competitors for other goods like tvs, air
conditioning systems, and freezers. Even though LG is a better name for home
devices than Samsung, the latter is a well-known trusted product. In reality, LG
outperforms Samsung in the market for household appliances. The companies
that must be defeated are Whirlpool in washers and Cannon in camera systems.
Samsung maintains competitive rates in a number of areas as a result, beating
out the competition. Due to its early market entry, Samsung as a business rarely
employs penetrative sale prices. In reality, it can be found in the majority of
market segments for durable goods.

Place

Samsung has such a singular vendor in several cities who handles all of their
distribution across a region. As an illustration, Samsung has SSK wholesalers in
Mumbai who serve as middlemen for all Samsung goods. This supplier has a
significant investment in Samsung, and the business and the distribution work
together to sell Samsung's products. Thereby, all of Samsung's products will be
distributed to a fully responsible, who will then pass them on to stores.
Samsung has a market presence through some kind of number of outlets. It
operates using the three-segment channel business concept. Dealers in sales and
services, contemporary retailers, and wholesalers. Samsung's key clients are
managed by the marketing and maintenance dealers, who are also engaged in
sales management. Furthermore, these retailers might establish premium
Samsung showrooms. Large stores that are part of the modern electronic retail
chain, such as Croma, Hypercity, Vijay Sales, and Vivek's, are included in the
contemporary retailing industry. The stores must continue to offer Samsung as a
substitute for their clients because it is such a well-known name.The most
intriguing aspect of Samsung is its delivery network.

SWOT ANALYSIS

Strength

• Samsung has become the most prosperous electronics producer in the

globe. It is the biggest producer of Lcd screens, smart phones, tablets, and
tv sets in the globe.
 • With such a market dominance of 21.4% in the second quarter of 2015,
Samsung is the top smartphone advertiser in the globe. Apple is in second
place with 13.9%.
• Samsung has remarkable skills in both study and design. In much less
over a year, it really was capable of creating and launch Samsung Pay, a
payment software with features akin to those of Apple Pay. Many of the
features from both Apple iphones and Google s Android smartphone
operating system have been successfully imitated by Samsung.
• Samsung has great capabilities in both production and advertising.
• Samsung enjoys enduring associations with merchants in the US and
Europe, which guarantee a consistent flow of customers for its goods.

Weakness

• Samsung has struggled to compete with Apple Inc. in terms of

smartphone promotion. Among 2014 and 2015, its customer base in the
US smartphone industry decreased by 2.3%. In comparison, the stock
price of Apple increased by 34.9%.
• Within smartphone industry, some Chinese rivals are overtaking
Samsung. Huawei's market share increased by 48.1% among 2014 and
2015, while Xiaomi's percentage increased by 29.4%.
• For a large portion of its earnings, Samsung is overly dependent on
purchases of consumer devices in regions with constrained room for
expansion, like the USA and Europe.
• The open-sourcesource Google's Android operating running system is
used on Samsung's devices. Many customers appear to believe that
Android is a subpar alternative to iOS from Apple. Android really hasn't
 received the same level of general acceptance that it has received in the
tech industry.
• Some shoppers believe Apple goods to be more reliable and cutting-edge
than Samsung products. Samsung's marketing strategies lack Apple's
level of sophistication.

Opportunities

• The marketplace for mobile phones, tablet devices, as well as other

portable devices is expanding, particularly in emerging markets like India
and Africa in which customers are less acquainted with PCs. In 2015,
purchases of tablets surpassed those of conventional personal computers.
• Growing interest in tablet- and mobile phone services like Samsung Pay
• Modern innovations like smart technology
• The working class is expanding in emerging nations, which will expand
the industry of consumer electronics.
• A popular digital industry driven by retailers like Amazon.com

Threats

• In some countries, like the U.s, Apple has taken the lead as the leading
name of smartphones and tablets. Apple's image for dependability has
proven to be too strong for Samsung to resist.
• Apple's standing for excellence, dependability, and refinement appears to
be improving.
• Galaxy products run on the Google Android mobile platform, which is
less well-liked by the general public than iOS.
 • The purchasing power of consumers in North America as well as the US
may decline as a result of sluggish or falling middle incomes within these
crucial marketplaces for Samsung.
• Chinese producers like Huawei and Xiaomi may start to pose a
significant threat to Samsung. Whereas Samsung's customer base of
essential mobile devices is declining, it is increasing for these businesses.
• Many customers appear to believe that Android is a subpar alternative to
iOS from Apple. Android really hasn't received the same level of general
acceptance that it has received in the tech industry.
• Some shoppers believe Apple goods to be more reliable and cutting-edge
than Samsung product.Samsung's promotional activities lack Apple's
level of sophistication.

Innovative strategy for Samsung

Everybody has learned of the firm Samsung, and they are aware of it due to its
innovative business practises. Samsung's strategy development can be
characterised as the means by which they maintain their position as a top
producer of electronics while fending off their rivals. Businesses of all sizes
today must contend with and overcome obstacles brought about by rapid
globalisation and technical advancements. Improvements that incorporate a few
game-changing tactics into themself are just as important as those that use novel
strategy alone.Samsung's application program business strategies, business
procedures, and the way they place oneself in relation to their competition.

Samsung's Marketing Plan

The success of a company today relies less on the performance of the product
and more on how well the worth of the item is communicated to the customers
during the final stage of the sales process. The Samsung Company has made
significant advancements in this area of its growth, both in terms of profitability
and efficiency.

The accompanying are some of Samsung's branding strategies that other

business owners should consider in hopes of improving the firm's product value:

• Creating a brand image for the product;

• Restructuring costs;

• Adversaries' or rivals' responses;

• Costing methods used;

• Research and development processes

For the Indian market, Samsung is concentrating on its internet sales

approach.

Xiaomi, Motorola, OnePlus, ASUS, and other Indian brands that prioritise
internet sales have been strong rivals for Samsung in the Indian smartphone
market. Samsung has now disclosed that it is concentrating on and honing its
web marketing strategy in the nation. The business is also concentrating on
increasing revenue in the local markets, that has provided an important boost to
overall sales.

The South Korean mobile phone giant is reportedly looking to enter India's
burgeoning e-commerce market. The business has a distinct staff at its
headquarters to prepare its internet sales strategy. After e - commerce websites
began offering steep discounts and cost reductions on Samsung devices, the
business had to deal with backlash from offline retailers.Samsung PRoduct
Director business's plans to enter the e-commerce industry, "For us, the
customer is the priority. Wherever the customer would like us to be, we are
going to be there providing the right goods at the right prices. With regard to
(consumer) electronics, the administration and I have a clear agreement that
where the customer wants us, we will be there.Samsung is concentrating on
"Built for India" goods with the features needed at the right rates as part of its
strategy to increase total sales.

The business finally introduced products that offer great value for money
together with modern features that Indian consumers are demanding, like 4G
LTE and Ultra Data Saving option. The representative for the business,
however, declined to remark on the proportion of sales produced through
internet channels.

Samsung Company's Differentiation Plan

Samsung had used positioning strategy in hopes of taking advantage of new

possibilities for revenue and expansion. The technique of division has four
components: Additionally, Negative, Numerous, and Division. Samsung had
created and improved its Galaxy line of smart phones to create a new segment
additional distinction. The flexible flexible Oled display, or Samsung Galaxy
Fold, was presented as the greatest advancement in display devices since the
invention of the cell phone. The Super Amoled display on the Galaxy Fold
phone from Samsung is astounding and defies standards. It is the biggest
Galaxy mobile phone touchscreen and is composed of a cutting-edge polymer
substance that has been stacked for slim elasticity. The above phone's multiple
capabilities, that can handle up to three applications at once, are an innovation
in addition to its screen. Lastly the Samsung Galaxy Fold has 512GB of
onboard memory and 12GB of Memory preinstalled. The Samsung Electronics
Corporation changed the design of the mobile and dubbed it the design of the
future.

Furthermore, Samsung Electronics Company created an ac unit for the second

market group capable of reducing energy by up to 72%. With air chilling tech,
this air conditioner is called the R32 Inverter Ac . We can tell from its
designation that R32 has brand-new wind-free tech fitted. With the aid of this
technology, R32 can keep cool without frontal wind. Though the 21,000 tiny air
holes, the convective cooling will be softly dispersed, allowing users to
experience a comfortable degree of cooling even without unwelcome sensation
of chilly breeze. Samsung had also fitted a brand-new Digital Inverter. People
are growing increasingly picky about their aesthetic needs in this age of
globalisation. The Samsung Electronics Company seizes the chance to meet
their requirements. They consequently produced QLED 8k, which has 8k
images in a very large television. It is a novel sensory experience which offers
you a close-up glimpse of genuine reality and is crammed with just an
astounding 33 000 megapixels. The 8k capabilities of QLED TV as well as its
8k nano processor enable a new level of reality. Samsung's greatest potent a.i.,
which enhances actuality in live time, scenario by scene. The quant
microprocessor 8k employs a special upsampling method of its own.

In summation, Samsung Electronics Company used the strategy of

differentiation to outperform its clients and maintain a high position among its
rivals. They consistently innovate, create goods in a distinctive manner, and
give their goods for less, a further factor why. The most precious pieces are
available to customers for the least amount of money. Customers will thus
choose to back their business.

Brand Relationship

In order to add value to Samsung products, the business has chosen to engage
in campaigns that adhere to their slogans. In addition, Samsung has participated
in the marketing effort for the film "The Matrix" to reinforce the idea that their
brand is cutting-edge and rising. The business picks the appropriate moment and
setting to demonstrate its values. Samsung's ad campaign features a high-end,
luxurious design in its tv ads. That caused people to internalize Samsung's brand
picture and has an impact on brand value in their minds. Samsung continues to
spend money on advertising campaigns to promote its image, and it also
sponsors Olympic events. Samsung will focus on creating an authoritative brand
image, which will include choosing the method of distribution, conducting
product testing, and producing the goods.

Buyer viewpoint

That this next step is to assess Samsung's customer viewpoint after assessing the
brand's reputation, situation, and reputation. We gather this data from various
websites. The facts show that Samsung drew a large number of customers
because it projects a positive picture in their minds. The majority of goods and
brand value spectrum attest to the reliability and happiness that consumers have
with brand. Solar panels are also integrated into the environmentally beneficial
Blue Earth phone, aiding in production. In terms of mobile market dominance,
Samsung is moving up from fourth to second. Samsung's product design places
a strong emphasis on how to handle consumer insights. With the newest
versions and tech, smartphones have become utilized as fashion items in
addition to being a means of communication.

PORTERS 5 FORCES ANALYSIS

Introduction

Porter's Five Forces is used to evaluate the company strategy of white goods
Samsung. This application is a convenient way to determine how another
industry driver affects businesses like Samsung. Based on the research, effective
business tactics can then be developed. Additionally, businesses like Samsung
are renowned for conducting in-depth research on the markets they wish to enter
before taking action, and it is from this viewpoint that this evaluation is done.

Business rivalry

This factor is particularly important for Samsung because it faces intense

competition from other global manufacturers of white goods like LG, Nokia,
Motorola, and Apple. In fact, Samsung could indeed take its market share for
sure given that all of these local white goods manufacturers compete in a market
with thin profit margins. In addition to this, Samsung competes against
numerous local and international competitors in developing nations such as
India, which are analogous to the "Cola Wars" (the fabled struggle for
supremacy among Coke and Pepsi). Due to this, Samsung has experienced a
particularly strong effect from this component.
Exit and Entrance Barriers

High entrance and exit barriers are typical of the white goods sector,
particularly when it comes to large multinational corporations like Samsung. In
reality, it can be very challenging to join emerging economies as there are
numerous variables to take into account, such as how to established the strategic
sourcing and distribution system. Global companies can, even so, easily leave
emerging markets because, in the event of decreasing or dropping sales, all that
is required is to transfer and sell the company to a local or international player.
This indicates that Samsung has gradually joined many emerging economies
and has also left those that have proven to be unproductive. That's the Because
of this, based businesses of white goods like Samsung frequently conduct
extensive research before joining emerging economies.

Buyers' Power

Although consumers have a broad spectrum of choices to pick from and are
obligated to stay with the product because it is a high-value item, the buyer's
influence for white goods manufacturers like Samsung is a little uncertain.
Additionally, the buyers would need to contact the businesses for the after
support and replacement components. Naturally, this does not imply that the
consumers are at the whim of the businesses. In fact, those who do have
influence over the businesses because most customers in emerging markets are
noted to be picky when choosing a product to purchase and consider all of their
choices before making a decision.

Impact of Supplier

Given the depth of the related industries in numerous of the markets where
Samsung competes, there are a number of vendors who are ready to offer their
products and services for a cheaper price. It does not, even so, imply that
businesses can use excessive pressure on their vendors because, once the
distribution network is in place, it is difficult to tear it down and start a new one.
It's one explanation why manufacturers of white goods like Samsung always
conduct market research before opening their doors and seek the advice of
consulting firms.

Threat of Substitutes

Due to the abundance of alternative merchandise available for white goods and
the point that consumer items are frequently larger-ticket items, businesses like
Samsung must be cautious when selecting the best marketing approach. This is
additionally the explanation why many global corporations, like Samsung,
frequently use different prices to draw customers from all income levels and
disassociate them away from more affordable alternatives. Additionally, this
factor indicates that many consumers in developing markets are still not fully
dependent on white goods but rather favour more manual types of housework
that require fewer devices and appliances. However, as even more women
become employed in these fields, this is quickly altering.

Stakeholders

This adds another dimension to the analysis because companies like Samsung
must be cautious about how they conduct business and present themselves to
customers in light of the growing demand for ethical and environmentally
friendly business practises. Manufacturers of white goods are recognized for
making decisions after careful consideration, for instance, selecting brand
advocates and promoting CSR projects.
CONCLUSION
A globally leading business in India, Samsung India Ltd. has experienced rapid
expansion in its electronic product line for the past five years. As their quality
of living rises, Indian consumers are also investing more on technology.
Samsung has effectively established itself as the industry leader in electronics.
Even though the firm's sales and profits declined slightly at the start of this
decade, Samsung has since demonstrated a notable increase in both revenue and
earnings. Given that the Indian electronic market is still growing, it is fair to say
that Samsung would be capable of keeping its top spot in the electronic product
category in the future.

Additionally, Samsung has begun an initiative that has given it direct access to
rural markets. Given that the metropolitan market is becoming saturated and
that there is a vast opportunity to explore the rural market, this could be seen as
an innovative move. Additionally, this will aid in boosting its customer base and
fending off rivalry.