This presentation provides an overview of Samsung and its mobile business. It discusses Samsung's diversification into various industries since it was founded in 1936. It also examines Samsung's segmentation, targeting, positioning, and marketing mix strategies for mobile phones. Key facts presented include that Samsung had 28% of the global smartphone market share in Q2 2019 and its mobile revenue grew from $86.9 billion in 2013 to $128.2 billion in 2018. The presentation concludes with a SWOT analysis of Samsung's mobile business.

1. Asia-pacific Institute Of
Management
Presentation on Case Study of Samsung
PGDM GEN.
(2019-21)
Presented By :
(Group – 6)
Ayushi Shekhar (2K19G009)
Dewank (2K19G013)
Harish (2K19G015)
Jini (2K19G016)
Mashad (2K19G055)
Shadabur Rahman
Submitted To :
Dr. Surabhi
Goyal

2. KEY
POINTS
 Introduction
 Diversification Of Samsung
 STP Process Of Samsung
 Smartphone Market Share in Q2 2019
 Samsung Mobile Business’s Revenue
 4 P’s Of Marketing – Marketing Mix
 SWOT Analysis

3. Introduction
Founder - Lee Byung
chul
Founded In 1936 In South
Korea
Your Imaginations Our Goals

4. Diversification Of Samsung
 Samsung was Started With Dried Fish, Noodles and Groceries
 Sugar Refinery in 1947 And Woollen Mill in 1954
 In 1960 - Samsung Entered The Electronic Industry
 In 1960 - First Electronic Product was a Black & White Television Set
 In 1980 - Samsung Started To Make Switchboard, Fax Manufacturing System and
then In Mobile Phones
 In 1990 - Samsung Entered in Building Construction and Securities System

5. Diversification Of Samsung
 Samsung was also in Military Tank
Manufacturing Sector, Insurance Sector,
Medical Sector.
In 1992 - Samsung became World’s Largest
Producer of Memory Chips
 In 1995 - Samsung created its First Liquid-
Crystal Display Screen
 In 2009 – Samsung’s First Android Phone (GT-
I7500) was released

6. STP Process Of Samsung

7. Segmentation
1. Geographic Segmentation
–
2. Demographic
–
• Samsung Sells Mobile All over the World
• Different Needs of International & Domestic Market
• Different Mobile Segment to Rural Areas & Urban Areas
• Low Range Phone For Lower Income Group
• Mid Range Phone For Average Income Group
• High Range Phone For High Income Group

8. Segmentation
3. Psychographic Segmentation –
4. Behavioural Segmentation –
• Phones Based on The Lifestyle Of People
• Phones Based on The Status quo of People
• Phone is a basic amenity nowadays
• Phones are being designed to cater to personal preferences of customer.

9. Targeting
 The Young Generations
 Professional Users
 The Common Cellular Phone Users
 Organisational Purpose
Large Businesses
To Acquire And Retain The Customer

10. Positioning
• Focuses more on the real Margin which comes from mid-to-high-end
segments
• Samsung Concept Store
• Market making & category creation in small towns
• Wider Care Network
• Access to Samsung care line
• Created a Unique Brand Image for itself as a high end value driven brand.

11. 28%
25%11%
8%
9%
19%
Smartphone Market Share Q2 2019
Xiaomi
Samsung
Vivo
Oppo
Realme
Others
Reference Link - https://candytech.in/smartphone-market-share-india/

12. 128.2
98.4
85.4
80.9
97.4
86.9
0
20
40
60
80
100
120
140
2013 2014 2015 2016 2017 2018
Revenue(In$Billion)
YEAR
Samsung Mobile Business’s Revenue
Reference Link - https://www.statista.com/chart/8319/samsung-vs-apple/

13. 4 P’s In
Marketing
Product
Price
Place
Promoti
on
4 P’s In
Marketing

14. Product -
Mobile Devices : Smartphones, Normal Phones And Tablets & MP3 Players
For Mobiles
 Home Appliances : Refrigerators, Microwaves, Vacuum Cleaners, Washing
Machines, Air Conditioners etc.
 Digital Displays : Plasma Displays, LED Displays, OLED Displays
 Semiconductors : DRAM, SDRAM, Flash Memory & Hard Drives
 Computing Products : Monitors, Laptops, UMPCs, CD and DVD
Drivers

15. SAMSUNG’S PRODUCTS

16. Price -
1. Skimming Price Policy –
2. Competitive Price Policy –
• High Price At the Launched Time
• Sacrifice High Sales To Gain High Profit
• Drop The Price of the Product due to Competition
• Maintain the price in the Market
• Price of the Product according to Competitive price
• Brand & Quality Matters of the Product

17. Place -
 Tie-up With Small as well as Large Retailers
 A large Number of Service Centres
 Samsung has their Own Solo Distributors also
 Selling Through E-Commerce Website
 Samsung has covered from Urban To Rural Area

18. Promotion -
 Samsung uses both Online & Offline Mode of Promotion
 Samsung promotes itself by Sponsorship
 Samsung is doing Internet Marketing Also.
 Samsung uses their products in the Entertainment or Film Industry
 Advertisement through Display in the Film

19. SWO
T
Strengt
h
Weakne
ss
Opportun
ity
Threats
• Research And Development
• Award Winning
• Ecologically Friendly Innovation
• Stronghold in the Asian Market
• Heavily Dependent On the American
Markets
• Decline In Smart Phones
• Triple Protection Proposition
• HR Management
• Diversification and Acquisitions
• Controversies
• Increased Competition
• Legal And Regulatory Threats