Samsung is a South Korean multinational company renowned for its diverse range of electronics and home appliances, competing in over 61 countries with a strong 24% global market share as of Q1 2022. Major competitors include Apple, LG, Huawei, and Sony, each with unique strategies and market approaches. The company emphasizes ethical operations, customer relationships, and continuous improvement in customer service while maintaining a strong presence in both consumer and business markets.

1. REPORT ON SAMSUNG
By: Muhammad Bashir Noorwala

2. SAMSUNG (INTRODUCTION)
• Samsung is a South Korean multinational company.
• Manufacturing several latest technologies such as, mobile phones,
tablets, laptops,TVs, refrigerators, air conditioners, washers and
other products.
• Operations and sales its products in 61 countries.
• Samsung continues to oversee and train its staff to become one of
the most ethical organizations in the world.

3. SAMSUNG PRODUCTS
• Samsung is a big multinational company that does sales in
more than 61 countries.
• Their products are not just their smart phones but a variety
of electronics and home appliances.These include monitors,
air solutions, laundry, refrigerators,TV, smart switch, watches,
audio sound, tablets, and smart phones.

4. MAIN COMPETITORS OF THE
COMPANY SAMSUNG
• Samsung is a well-known company and has been operating
for years now, thus it also has quite a few competitors that
challenge the company.
• Competitors are Whirlpool, Panasonic, Lenovo, Electrolux,
Intel, Huawei, HTC, Sony, LG Electronics, and Apple.

5. APPLE (COMPETITOR)
• Apple is the most strong and biggest Samsung competitor.
• The overall revenue from these companies comes to over 700 billion and
they have more than 1 million employees.
• Apple grew as a company from its sales of computers and later diversified
into various other technologies.
• Apple business strategy consists of product design and functionality,
strengthening Apple's ecosystem, improving consumer service experience.

6. LG (COMPETITOR)
• LG mainly started business with electronics like
refrigerators, radios, washing machines etc.The company
slowly a gradually moved into smartphones as the
technology advanced.
• LG is making sure that the products are reaching customers
with a high brand image and visibility in the market.

7. HUAWEI (COMPETITOR)
• Huawei sells its goods to more than 170 nations and is considered the third biggest
manufacturer of phones.
• Huawei established itself as a key supplier in China by offering a variety of network
solutions to telecom carriers.
• Huawei's smartphones and other goods have also received international
certification.
• Huawei adopts pricing strategy, uses low prices and strong promotional efforts to
achieve the purpose of quickly occupying the market, and increasing market share.

8. SONY (COMPETITOR)
• Sony initially started with their CD player. But now the company
has growth with developing various technology systems.
• Sony’s profits are 3 times lower than Samsung but is still
considered to be a challenging competitor due to its efficient
work.
• Product quality and quality management are also important
differentiators that contribute to Sony's reputation.

9. SAMSUNG'S TOTAL CUSTOMER MARKET
SHARE
• From the 1st quarter of the year 2022, Samsung had a good 24% share globally.
This was the company’s best quarter in the last 5 years.
• Apple is the second in the market.
• In 3 years, Samsung’s share in the market went from three percent to thirty-two
percent. In the last few years, no competitors have grown as fast as Samsung.
• Samsung has managed to keep its position as a leader in the market worldwide.
The company has about 23% of the customer market base in Pakistan right now,
which is more than any other Samsung competitor.

10. PERKS OF BEING A SAMSUNG CUSTOMER
(APPOINTMENT PURCHASING SERVICE)
• Through this platform, customers can schedule an appointment to
shop at their nearest Samsung store.
• The appointments can be made via the WhatsApp application.
Customers must contact on 9870-494949 and follow basic
instructions or choose for demo service and home delivery.
• Moreover, the application’s chatbot delivers information on
current promotions, nearby stores, and their gadgets.

11. STUDENT ADVANTAGE
• Students can take benefit from exclusive savings on smart watches,
tabs, etc.
• Customers may purchase their favorite gadgets from the comfort of
their own homes by booking a home delivery through the platform
called experience Samsung at home.
• Customers can also receive their invoices via the WhatsApp
application to ensure that all transactions are frictionless and virtual.

12. SAMSUNG’S RELATIONSHIP STRATEGY
WITH CUSTOMER
• The company achieves this by providing high-quality customer service. It just
introduced a food truck on the streets of NYC. Customers can come abroad the
truck for free help setting up their devices, charging their phones, screen
repairing their phones.
• The company is also enhancing its chatbot capabilities by directing customers to a
real person who can assist them.
• The company’s programs require money to build relationships that address issues
and improve customer lives.These customers invest more in brands that give
excellent experiences, as per research.

13. (CONTINUED)
• The company’s internal service motto is DONE PLUS ONE, which means workers have
the power and are encouraged to go far and beyond to surprise customers and make
them lifelong company fans.
• Employees, like customers, are emotionally invested in the products.The company lets
its employees use their products for personal use so they fall in love with Samsung.
• In Pakistan, though people still have complains with Samsung’s customer service.
People have complained over and over again on their social media accounts.
Reviewing that they have bad support system and after sales service.Therefore, in
Pakistan a lot more improvement is needed.

14. MAINTAINING CUSTOMER DATABASE AT
SAMSUNG
• Obtaining data: Data given by the customers directly include: Personal
information provided at the time of purchasing. Information taken is card
info, date of birth, and device information like contacts, photos, texts, etc.
• Automatically collected information: Samsung’s services
automatically collect information when a user uses the phone.This
happens through web servers, pixels, cookies, etc. It enables Samsung to
remember info or customers don’t have to re-enter every time, track
user use, customize service according to user preference.

15. (CONTINUED)
• Extra information acquired: hardware model, series number, device
settings, app usage info, IP addresses, and codes may be taken.
• Third party: Samsung may take the info about the customer from 3rd
party sites and devices.
• Targeted ads and online tracking: With certain services, Samsung
and 3rd parties may collect info about users' online activities to
specifically target them with service and product advertisements.

16. CUSTOMER CONTACT EMPLOYEES
(QUALIFICATIONS, TRAINING, AND EXPERIENCE)
• The company’s STR (SAMSUNG TALENT REVIEW) sessions also run with the
development assessment.The employee at the company can apply for academic
training, expert class, and MBA through this approach.The sessions allow
employees to experience a variety of creative and innovative programs.
• Every year, 4 million workers are chosen for STR.
• The company provides training to become experts in the industry in their fields.
• The company’s fair reward and evaluation system allow the skilled and talented
employees to focus on achieving and working the max performance.

17. (CONTINUED)
• The company evaluates the annual performance of employees based
on their goals.The results are used to promote, select leaders, and
reward.
• Job supposing at the company allows employees to change their
position & improve their careers while still being employed.The entire
process is documented on the computer, from the announcements to
the final interview. More than 1000 people have managed to change
their jobs successfully in the last three years.

18. CONTACT CHANNELS OF SAMSUNG
• Samsung has their own customer service so that if anyone of the customers has any complaint they can
call to their nearest service centers.
• Customers need to ring a bell at 0800-7267864 if they are in Pakistan.
• Samsung has Follow up team on Facebook,Twitter Instagram, , Email, live chat,WhatsApp, Customer
care center, video call, track my repair, Samsung franchises and website.
• They are fully dedicated to be in contact with the customers.
• Moreover Samsung has designed a range of customer service and contact channels that are based on
the experience and feedback from customers over the years. This service network comprise of the
brand’s multichannel approach such as its service centers, 24/7 care line,
• My Samsung application
• Smart Care Packages

19. MARKET SEGMENTATION OF SAMSUNG
• Geographic
• Demographics
• Psychographic Lifestyle
• behavioral benefits
• Political- legal
• IT & Mobile Communication, Samsung Consumer
Electronics and Samsung Device Solutions.

20. TARGET MARKET OF SAMSUNG
• Samsung believes in multi-segment positioning.
• For example, there are several variations of Samsung SMART Signage providing professional displays
with different sizes, screen resolutions and functionalities and ultimately with different price tags
• Geographic: Samsung supplies their products through both urban and rural.
• Samsung has a large market, their products appeared in 80 countries in the world.They divided the
market into different regions, such as they have divided the Asian market into northern, eastern, and
southern areas.
• For Each market they have different strategies and different prices. Samsung makes slight variations in
languages and applications to adopt the languages of customers.

21. • Demographics: Age
• Samsung target young People, Professional Businessmen, University students and Samsung
targets customers from teenagers like 16 to the elders like 55 years old who follow the latest
technology trends.
• Their lifestyles are driven by heavy consumption of TV and digital media, and they are
especially engaged in local TV series, as well as celebrities and their aspirational lifestyles.
• Samsung phones are diversified with modern design, from trendy to luxury; therefore they are
suitable for the youth, business, and workers.
• This loyal group aging from 16 to 25 even takes to social media and hashtags to help move up
the social ratings of their favorite shows and Products.

22. • Family Size: -Samsung products are available to every family size.
• Income: It has products for lower middle, Middle and upper middle class.
• Samsung Galaxy range is very attractive to Youth because it has many features such as Great
quality camera and multi task handling. It is also a good option for Businessmen.
• Gender: Samsung products can be used by both male and female.
• Occupation: Samsung has divided the customers into different groups like businessmen, self-
employed, students.

23. • Psychographic Lifestyle: Samsung is offered to teens as well as elders who like trendy,
modern, elegant, who like new technology and can afford to buy it.
• Samsung mobiles are available for every lifestyle personality whether it’s sporty lifestyle or
professional style.
• Behavioral Benefits: Customers are also targeted differently based on the benefits that
Samsung provides. Some people may want good quality, some may want the simple
appearance and effective.
• User status: Samsung wants to know the user status in order to supply the best products;
therefore they divide the users into ex-user, potential user, first time user, and regular user.
• Loyalty status:Target market of Samsung may contain people with different loyalty status:
hardcore loyal, split loyal, shifting loyal, switchers.

24. • Political-legal: Samsung focuses on finding a good environment to develop, which means
politically and legally. A country that has a good environment will promote their goods, keep
good quality, safe and are consumed better.
• Cultural: Samsung always changes the approach to customers in different countries based on the
way the people consume.
• For example, Samsung knows about the US market, the behavior of them.They like technology
and they are able to pay money for their hobby. However, they are intelligent customers, when
the economics is not stable, they take a decision carefully.
• Therefore, Samsung sells products through the internet to reduce the fee and through the store
which is expert in technology, not through mass retail like Wal-Mart.

25. WAYS SAMSUNG USE TO PROMOTE
CUSTOMER RELATIONSHIP
VOC management:
• Samsung actively listens to customers through various channels and analyzes the obtained
data in an effort to provide customers with products and services of the highest quality by
driving a sustainable quality innovation movement.
• The types of VOC management for customers include surveys or interviews for specific
customers, Ranking & Rating, and periodic quality review meetings, etc.
Claim management:
• It helps in doing failure analysis for the maximization of customer satisfaction which covers
• Receiving quality claims, analyzing them
• Devising counter measures and taking corrective actions.
• The claims are effectively handled while the repetition of the same issues are prevented,
ensuring outstanding product quality and credibility.

26. • Process Change Notification
• Product and process changes allow Samsung to improve product quality and manufacturing efficiency as
well as customers’ flexibility.These changes include adopting new or different types of materials,
designs or processes.
• Return Material Authorization (RMA)
• This is a series of steps by which any quality issues with Samsung‘s products that have already been
shipped to customers or warehoused for hipping are identified and handled promptly.
• It helps in responding to customers’ quality-related requests quickly and in a timely manner.
• Samsung is also expanding its chat bot ability by using bots to efficiently direct customers to a real
person who can answer their questions.
Stores and Packages:
• The Samsung Experience Store also serves as a one-stop-solution hub where customers can simply drop
off their devices for repair and arrange for them to be transported to the repair service centers and
collected later at the same location.

27. • Customers with specific needs can use the brand multichannel approach to reach out to
them via 24/7 helpline, service centers, smart care packages live chat and applications.
• Samsung smart service connects customers with qualified technicians located at every
service center to ensure efficient and quick solutions.
• For smartphone customers, the company’s 24/7 worry-free online assistance is available
via the brand’s app.
• Samsung additionally supports its services by offering customers Samsung Smart Care
packages. Introducing Samsung Protection Plus (comprising of Sam-sung Smart Warranty
and Samsung Screen Protection).

29. HOW SAMSUNG ATTRACTS NEW
CUSTOMERS
• Samsung promotes new products using newspapers and digital media. To take the advantage of the huge number of
followers of celebrities, the brand has invited many celebrities to be the brand ambassadors and promote the product.
• Big hoardings and posters are put up on highways.
• The brand has a strong presence online via social media channels, digital marketing and online ads. Besides advertising,
Samsung also uses different promotional tactics to make customers buy the product.
• Samsung is also known for being a giant in sponsoring events.
• Samsung offers heavy discounts during national festivals. Samsung made attractive and careful design, electronic products
and gadgets as well as different features to attract the more customers in international markets .
• The company’s adverting strategy is renowned for emphasizing individual products, such as the Note smartphones and
Galaxy S, rather than the company’s brand in general. The latest Samsung mobile phones are also promoted through
influencers in Pakistan.

33. • How Samsung handles Complaints: Samsung handles customer’s complaints in a very professional way. For
example if your mobile phone is not working so when you go to any Samsung service center
• firstly after collecting your phone the representative checks Initial quality control which means they check
what is the actual problem with phone, the one which customer is complaining or is there any other issue,
• If there is any hardware issue it is sent to relevant engineer or if there is any software issue it is sent to the
relevant department.
• After the choice is made that whom it will go for repair, the representative at the service center asks for
personal information from the customer and give them a form which should be submit-ted to Samsung service
center so that repaired phone can be collected,
• Customers are given an estimated time and then the repaired phone is handed over to them.
• When the phone is handed over to the customers the mobile is completely sanitized with a machine.

34. • How Samsung handles disturbing customers :On 2nd August 2016 the launch of the S7 Note was met with very
positive reviews. Such was its popularity, Samsung struggled to keep up with the high levels of demand for the
phone.
• However after some time the reports emerged claiming the phones were bursting into flames. Images were widely
shared on both social and traditional media creating a PR nightmare, resulting in a complex product recall of 2.5
million S7 Notes and a technical challenge for Samsung’s engineers to identify the root cause of the issue.
• There was a global outrage and customers were really angry so Samsung acted quickly to implement a large scale
recall of the faulty S7 Notes.
• However Samsung made the decision to issue customers with replacement handsets, assuring them and the wider
public that they were safe to use. And after some time they made this series go out of sale to show concern and
release a detailed report which was presented at a press conference three months after the recall was announced.

35. CRM STRATEGY WHICH SAMSUNG SHOULD USE FOR
POTENTIAL CUSTOMERS OF BUSINESS ENTERPRISE.
• Vision: Samsung vision for the business customers should be to firstly make sure that they provide products
which company is specifically asking for.
• Help them optimize their work process and
• help enterprises in giving better directions.
• The vision should be to provide utmost professional service and advice to the business customers to make
thing easier for them
• Target customers:While segmenting business customers on the basis of their size, Samsung should target
middle and large size multinational companies so that firstly Samsung will get to work with more professional
companies.
• Objectives for targeted customers: As the target customers are of business enterprises, the objectives
should be to provide 24/7 hour service, better direction and advices
• Help in optimization of company’s work process, and provide 360 degree customer experience.
• Devotion to every customer connection should be ensured as Customers desire a quick response, easy
returns, sales, and clear communication.

36. • They ways in which the relationship will grow stronger: Samsung needs to firstly target these customers through
different forums like through websites, reach customers through social media or sites like LinkedIn,
• Business customers look for bulk quantity to Samsung should make sure that they do so and with better pricing options
• heavy discounts should be given so that a strong customer base can be developed.
• Samsung should create a system which accommodates business customer’s com-plaints separately.
• Conduct analysis: Samsung should ask themselves these questions
• Where does it fit into the market?
• What is their unique selling proposition (i.e. what makes them different from others in your space?)
• How do their competitors differentiate themselves?
• What opportunities exist?
• Can they learn anything about how your competitors handle customer relationships?
• What are the trends in your industry right now?
• Develop CRM strategies: According to their objectives they should create strategies like creating a professional and
active customer care service so that business customers can get response any time in a day.
• Samsung should hire people who are good in providing better directions and services to the customers.

37. • Samsung should create a forum where all different complaints can be registered at one time and
different people can response different complaints at a single
• Samsung should create a seamless client experience every single time by using CRM software.
This tool can help a company improve and grow client connections
• It tracks a customer’s online activity as well as another contact with the company.
• Implementation and measure of performance: A system should be created which can help in
implementation of these strategies on regular basis.
• Show care and ask for feedback
• Ask for feedback before the customer gives one.
• Encourage feedback on social media, website, and via email.
• Set up sessions with staff to discuss ways to improve customer service. A team that freely
discusses product improvement and customer service will avoid future issues.

38. LOYALTY CARD

39. THANK YOU!