Samsung Mobilel Synopsis

7/29/2019 Samsung Mobilel Synopsis

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PROJECT REPORT

ON

IMPACT OF ADVERTISING IN

SAMSUNG MOBILES

SUBMITTED UNDER PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR AWARD OF

MASTER OF BUSINESS ADMINISTRATION

Submitted by:

Km. Ritu

9013531

Submitted to

Miss Arpita Mam

BHAGWATI INSTITUTE OF

MANAGEMENT AND TECHNOLOGY


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ACKNOWLEDGEMENT

I take the opportunity to express our gratitude to all the concerned people who

have directly or indirectly contributed towards completion of this project. I extend

my sincere gratitude towards Mr. Sanjay Kumar at Samsung for providing the

opportunity and resources to work on this project.

I am extremely grateful to Miss Arpita Mam, my mentor for his guidance and

invaluable advice during the projects.

At Last I would like to thanks my parents and friends for their support.


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2.INTRODUCTION

Indian mobile market

The Indian mobile market, according to the COAI, has increased from

approximately 1.2 million subscribers as of March 31,1999 to approximately

42.21 million subscribers as of June 30.2005.

Despite this rapid growth, the mobile penetration rate in India, at approximately

2.8%as of June 30,2005 is significantly lower than the average mobile penetration

rate in other Asian and international market.

The number of mobile subscribers in India is expected to show rapid growth over

the next four year. By 2006 it is projected at 50 million by COAI and 46 million

by Gartner.

Mobile

Mobile technology saw lot of action in the year that by. Equity in some of the

handset provider companies changed hands with the consequent change in

management, several new technologies become the subject of discussions and

some very significant policy decisions were made.


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2.1 INDUSTRY PROFI LE(Samsung in I ndia)

Digital technology leader, Samsung India Electronics Ltd., a subsidiary of the

US$55.2 billion recognized as one of the fastest growing brands. It has been

operating in India since 1995.

Samsung Electronics Co., Ltd. is a global leader in semiconductor,

telecommunication, digital media and digital convergence technologies.

Employing approximately 123,000 people in 93 offices in 48 countries, the

company consists of five main business units: Digital Appliance Business, Digital

Media Business, LCD Business, Semiconductor Business and Telecommunication

Network Business.

Samsung Electronics is a leading provider of high tech Consumer Electronics,

Home Appliance, IT and Telecom Products in the country. It is the world's largest

producer of color monitors, colorTVs, memory chips and TFT-LCDs.

In its tenure of over 10 years in the country, Samsung India has set up

manufacturing facilities for Colour Televisions, Microwave Ovens, Washing

machines, Airconditioners, Colour Monitors and more recently, Refrigerators in

the country. All the facilities are located at its Manufacturing Complex at Noida,

Uttar Pradesh. The Company set up a Software Technology Park for Digital

Visual Display Products at Noida in the year 2002. In the year 2004, Samsung

India has been made the Regional Headquarters for Samsung operations in South

West Asia.
http://www.samsung.com/in/index.htm


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Vision

Samsung India's Vision entails helping people improve the

quality of their lives by providing them with superior

quality, state-of-the-art technology products at the right

time and the right price. But beyond its role as a purveyor

of quality products in India, Samsung seeks to contribute to the economic growth

of the country though its export commitments and large scale production facilities

generating secured employment for hundreds of Indian people.

At Samsung, we strive to contribute to the development of the electronics and

components industry in India by enhancing the knowledge levels of our

workforce through the introduction of our advanced management systems and

production know-how in our manufacturing facilities by introducing our Indian

vendors to our world class quality systems and helping them in improving them in

their own quality systems and production processes and setting benchmarks for

the industry both in terms of after sales service for our products, quality systems

and management techniques at our facilities or our products themselves.

At Samsung, we believe in returning to the community some of the profits we

earn from it, through the social causes we espouse. We view ourselves not as an

MNC operating in India, but as an 'Indian Company' operating here, conforming

to the laws of the country and committed to working for the Indian community.

We want and to be seen as the 'Most Respected' Indian Company.


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Value & Philosophy

What makes SAMSUNG one of the world's leading companies?

How we got here

Ever since it was founded in 1938, SAMSUNG has continually refined its mission

statement to respond both to change in itself and in the world: "Economic

contribution to the nation," "Priority to human resources," "Pursuit of

rationalism." Each slogan represents significant moments in SAMSUNG's history,

reflecting different stages of the company's growth from a domestic industrial

leader into a global consumer electronics powerhouse.

In the 1990's, we once again acknowledged the need to transform

our mission statement to keep pace with our growing global

operations, rapid changes in the world economy, and escalating

competition from well-established rivals.

Our Management Philosophy

"We will devote our human resources and technology to create superior products

and services, thereby contributing to a better global society."

Our management philosophy represents our strong determination to contribute

directly to the prosperity of people all over the world - a single human society.

Key to our efforts is our own people, whose talent and creativity are dedicated to

doing their best at all times. Technology also plays an important role in making it

possible to achieve higher standards of living. And superior products and services

are what we are all about.

We believe that the success of our contributions to society and to the mutual

prosperity of people across national boundaries truly depends on how we manage

our company. Thus, we challenge the world to create the future with our


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customers. Our determination is growth - a perpetual challenge - but always

working within the context of cooperation and inclusion of our customers.

Research & Development

The companys thrust on Product Innovation and R&D have given the company a

competitive edge in the marketplace. Samsung has set up Samsung India Software

Centre (SISC) and Samsung India Software operations unit (SISO) for software

development at Noida and Bangalore respectively. While the Samsung India

Software Centre in developing software solutions in Samsungs global software

requirements for hi-end television like Plasma and LCD TVs, SISO is working 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. In addition to working

on global R&D projects, SISO is also helping Samsung Indias CDMA business

by focusing on product customization for the Indian market. While the Samsung

India R&D Centre has around 300 employees, SISO currently employs over 800

highly skilled professionals.

With an investment of over USD 100 million, SISO is charting out major growth

plans in the country, with its current focus being in the 4G & Multimedia area.

SISO has already applied for 145 patents based on the software development

carried out here in India. In fact, SISO has a special Intellectual Property Team

working on securing Patents for its breakthrough projects. SISO plans to continue

its focus on Multimedia & Protocol development; build a strong competency in

technology and focus on WCDMA technology and User Interface.

Samsung India is also carrying out Hardware R&D at its Noida R&D Centre. The

focus of the R&D Centre is to customize both Consumer Electronics and Home

Appliance products to better meet the needs of Indian consumers. From colour

televisions designed for higher sound output, to washing machines with special

Saree Wash Course, DNIe vision series of Flat CTVs especially designed for the

Indian market to Samsung mobiles with regional language menus, the Samsung


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R&D Centres in India are helping the company to continuously innovate and

introduce products customized for the Indian market.

WIRELESS INFRASTRUCTURE

Overview

Architecture point of view,UMTS logically is divided into CS Domain and PS

Domain. CS Domain refers to the set of all CN entities offering CS type of

connection for user traffic as well as all the entities supporting related signaling.

PS Domain refers to the set of all CN entities offering PS type of connection for

user traffic as well as all the entities supporting related signaling. The network

elements MSC and GMSC belongs to CS domain whereas the elements SGSN

and GGSN belongs to PS domain.

UMTS

UMTS Core Network is a Third Generation (3G) mobile communications systems

being developed by Samsung within the framework defined by the ITU and

known as IMT-2000. UMTS will deliver low-cost, high-capacity mobile

communications offering data rates as high as 2Mbit/sec under stationary

conditions with global roaming and other advanced capabilities. 3G core network

system enables users to transmit voice, data, and even moving images. In order to

realize these services, 3G improves the data mission speed up to 144Kbps in a

high-speed moving environment, 384Kbps in a low-speed moving environment,

and 2Mbps in a stationary environment. 3G provides services like Internet

connection, transmission of large-scale data and moving contents photographed

by digital cameras and videos, and software downloading.

Architecture point of view, logically is divided into CS Domain and PS Domain.

CS Domain refers to the set of all CN entities offering CS type of connection for

user traffic as well as all the entities supporting related signaling. PS Domain

refers to the set of all CN entities offering PS type of connection for user traffic as

well as all the entities supporting related signaling. The network elements MSC


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and GMSC belongs to CS domain whereas the elements SGSN and GGSN

belongs to PS domain.

The concept of 3G wireless technology represents a shift from voice-centric

services to multimedia-oriented (voice, data, video, fax) services. Heavy demand

for remote access to personalized data is fueling development of applications,

such as the Wireless Application Protocol (WAP) and multimedia management,

to complement the 3G protocols.

2.2COMPANY PROFI LE

Samsung Electronics India Software Operations (SISO):

Samsung Electronics India Software Operations (SISO) was set up in February

1996 in Bangalore as a liaison office. Since its inception SISO has grown to over

500 Software Engineers working on R & D projects in the latest technology areas.

SISO as an organization is involved in the business of developing software for

Samsung Electronics Corporation technology solutions in a variety of different

areas. SISO is part of the Samsung Electronics R & D organization.

As a CMM Level 5 Assessed and an ISO 9001 Certified company, quality

underlines every aspect of our organization. This commitment to quality

combined with innovative technology designed for Indian conditions and an

infrastructure second to none, has contributed to Samsung's success in the global

market since 1996.


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CONTRIBUTION

In the short period of a little over half a decade that the organization has been

operational, SISO has contributed in a big way towards a number of key projects.

Cutting edge technologies like 3G Wireless, Broadband, Intelligent Appliances

for Home Networking, Multimedia, Networking etc... have been some of the

focus areas for the company. During this period of about 7 years, the organization

has grown in strength in terms of numbers as well as in terms of the expertise that

it possesses in certain key technology domains. Today, SISO's engineers are

involved in many of Samsung's highly strategic and important projects. The

company boasts of a highly talented and motivated work force who have been

constantly enriching their knowledge and skills.

SISO's well defined goal of 'Being a partner today and a Leader tomorrow' is

being aggressively pursued by the management. Therefore, in certain areas like

3G Wireless, SISO as an organization is being identified as a key development

center within all of Samsung's global labs. The company is striving hard at getting

such recognition in other areas as well - like 'Home Networking/Intelligent

Appliances', 'Networking' and 'Embedded Software'.


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OBJECTIVES OF THE STUDY

MAIN OBJECTIVE

o Analysis of current market scenario of mobile market with specialreference to SAMSUNG IND.MOBILES.

SUB OBJECTIVES

o To study the satisfaction level of cellular users in Sahibabad. o To study the buying behavior of the customers.o To understand the price sensitivity of the market in respect to the

telecom services.

o To identify customers opinion about Samsung Handsets.o To identify the key buying factors which are used in hiring the telecom

services.

o To understand the various sales promotional schemes being offered byvarious mobile handsets providers.


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RESEARCH METHODOLOGY

3.2 THE RESEARCH DESIGN

Steps followed for this research was:

1. Problem Formulation: This refers to transferring of the managementproblem into a research problem. The management was to gauge the

behavior of consumer in respect of mobile market.

2. Research Method: It involves choosing either experimental or non-experimental research. This research was non-experimental.

3. Research Design: It is the specification of the methods and procedures foracquiring he information needed. It is overall operational pattern or

framework of the project that stimulates what information is to be

collected, from which source and by what procedure. The three types of

design used are exploratory, descriptive and causal for this research the

descriptive design was used. This is because it is marked by the prior

formulation of specific research questions. It has a preplanned and

structure design. For descriptive study proposed data analysis and project

output are critical aspects. It was decided that the users of various mobile

companies would be used as the primary source of data.

4. Selection of data collection techniques: For this research the data was tobe collected was of primary as well as secondary nature. The source of

primary data was the user of various mobile companies. Thus the data

collection was done through a survey by using questionnaire technique.

This consisted of an interview and questionnaire. The questionnaire

contained the questions relating hiring and uses of different mobile

handsets. The questionnaire was first pre tested and later making certain

necessary changes in modified it.

5. Sample Design: A sample chosen has to be representative of thepopulation. For this survey cluster and stratified sampling was used. The

sample size was more than 500 users and 50 retailers.


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6. Data collection: At this stage the data is actually colleted according to thedecided technique of data collection. The questionnaire is main source for

the collection of data.

7. Analysis and interpretation: Data which has been obtained are seldomuseful to anyone, if it is not analyzed and interpreted in order, the breaking

down of constituent parts and the manipulating of the data and to obtain

answer to the research questions. Interpretations involve taking the result

of analysis, making inferences relevant to the research relationship studied

and drawing conclusions about these relationships.

8. Research report: The culmination of the research process is researchreport. Methodology, report and recommendations for course of action are

presented. The two critical attribute of report are completeness and

conciseness. Therefore these attributes are conflicting; a balance has to be

stuck between the two. On presenting the research report to the

management. The management should be able to take decision on

recommendations and conclusions of research.

METHODS OF DATA COLLECTION

The task of the data collection begins after research problem has been defined and

research design/plan chalked out. While deciding about the method of the data

collection to be used for study, the researcher should keep in mind two types of

data primary and secondary.

1. Sources of Data:a) Primary Data: We collect primary data during the course of experiments

in an experimental research but in case do research of the descriptive type

and perform surveys, then we can obtain primary data either through

observation or through direct communication with the respondents in one

form or another or through personal interview. Since the research is of

descriptive type in witch data is collected through direct communication

with respondents. Sample survey is carried out during this project. The

survey was performed through a structured questionnaire.


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b) Secondary Data: secondary data means data that are already available i.e.they refer to the data which have already been collected by someone else.

The sources of secondary data in this project were the websites of various

mobile providers, catalogues of various mobiles, newspapers, magazines

etc.

2. Method adopted in research:The survey method was used for this research project. A general survey was

conducted together the required data.

3. Research tool used:Questionnaire was used to collect the data from the users of various mobile

handsets.

a) Method of population Selection:The population for this survey was selected with the help of cluster and

stratified random techniques. In cluster, we divided the sahibabad colony

wise then we applied stratified.

b) Method of Interaction with the population:Personal visit method is used for this research project. The respondents

were the users of various mobiles. These respondents were approached

and requested to give their opinion on the mobile handsets providers by

answering in the questionnaire. We meet all retailers and whole sellers of

Samsung India mobiles

And try to find out their problems. We also observe that the advertising

materials

are well placed or not. Advertising material means posters, banners and

hoardings.

In interaction with population we were applying these marketing strategies:

AdvertisingIn this section we advertise our products (mainly new launchings) and say

to customer our services qualities and brand features.

We conduct road shows and distribute leaflets and banners.


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SalesWe sale our product in two ways:

Direct Sale: In direct sale we search the customers and motivate them

for using Samsung mobiles.

a) Whole Sale: In whole sale we go in market, try to make poses. Wemotivate these sellers for bulk sale. Some gifts are allows to these sellers if

they achieve the target.

3.4DATA ANALYSIS

Analysis of data is a process of inspecting, cleaning, transforming, and

modelingdatawith the goal of highlighting usefulinformation, suggesting

conclusions, and supporting decision making. Data analysis has multiple facets

and approaches, encompassing diverse techniques under a variety of names, in

different business, science, and social science domains.
http://en.wikipedia.org/wiki/Datahttp://en.wikipedia.org/wiki/Datahttp://en.wikipedia.org/wiki/Datahttp://en.wikipedia.org/wiki/Informationhttp://en.wikipedia.org/wiki/Informationhttp://en.wikipedia.org/wiki/Informationhttp://en.wikipedia.org/wiki/Informationhttp://en.wikipedia.org/wiki/Data


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BIBLIOGRAPHY

Bernard J. T. Mallinder. Specification Methodology Applied to the GSMSystem. InEUROCON 88, June 2005.

Seshadri Mohan and Ravi Jain. Two User Location Strategies for PersonalCommunication Services.IEEE Personal Communications. 1(1), 1994.

Moe Rahnema. Overview of the GSM System and Protocol Architecture.IEEE Communications Magazine. April 1993.

C. Watson. Radio Equipment for GSM. In D.M. Balston and R.C.V Macario,editors, Cellular Radio Systems, Artech House, Boston, 1993.

Robert G. Winch. Telecommunication Transmission Systems. McGrawHillNew York, 1993.

www.samsungmobiles.com

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