Samsung was established in 1938 in Korea as a trading company selling produce. It diversified its business in the 1950s and 1960s. In 1969, Samsung Electronics was formed to produce electronics. In the 1990s, under Chairman Lee, Samsung transformed itself into a leading electronics manufacturer by focusing on high-quality components. It became a major producer of parts like LCD screens, memory chips, and processors that it supplied to other brands. Today Samsung produces a wide range of smartphones and targets different demographic and income groups with its portfolio of devices.

1. Presented by: Utkarsh Raj
Shivali Gupta
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2.  It was established in 1938 by Founder Byung Chun Lee as
a trade and export company in Korea.
 They used to sell fish, vegetables and fruits to China.
 It became the co-operation in 1951.
 From 1958 Samsung began to diversify its business to
other sectors like financial, media, chemical and ship
building.
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3.  In 1969, Samsung electronics was established producing
Television, Radio, Mobile, Computer and other electronic
devices.
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4.  In 1993, Chairman Lee gathered his colleagues and laid
out a plan to transform Samsung, then it became one of the
most powerful electronics manufacturer on earth.
 He decided to go through the high-volume, low-quality
manufacturer to a high-quality one.
 Firstly, they decided to make the key components for that
industry which requires lot of money to manufacture &
they started with micro processor and micro chip.
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5.  In 1991, Samsung started making LCD panels it sold to
other television brands.
 In 1994 it started making flash memory for devices such
as iPod and smart phones.
 The bigger screens proved to be a major selling point for
Samsung.
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6.  Now, Samsung smartphones come in sizes ranging from
2.8 inches to 5.7 inches.
 Apple’s approach is fewer models, each of them uniquely
designed. Samsung’s is to try everything, and fast.
 Samsung employees are given incentives to come up with
ideas like these. A cost savings is calculated, and a portion
of that is returned to the employee as a bonus.
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7. As Samsung has risen, others have failed:
 Motorola was split up and its handset business sold
to Google.
 Nokia watched its long-standing No. 1 position erode when
it got blindsided by smart phones.
 The Sony-Ericsson (ERIC) partnership dissolved.
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12.  Demographic by Age:
- Middle Age groups
- Teenagers
- Executive class
 Behavioral Segmentation.
 Technological Segmentation.
 Designing the new products on the latest trends.
 Apt prices for all income groups of the society.
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13.  Trendy young people.
 Professionals.
 Large businesses.
 The common cellular phone users.
 Target is not only number driven but also about acquiring
and retaining customers.
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14. Income /
psychological
profile
Flamboyant Sophisticated Traditional/
conservative
Miserly
High net
worth income
Edge series /
iphone 6 gold
Galaxy s6,
note4/ iphone
5s
Note 3 /
iphone 5c
Upper -Upper Galaxy s6,
note4/ iphone
5s
Galaxy alpha
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15. Income /
psychological
profile
Achiever Striver Laggards Destitute
Upper Galaxy alpha /
xperia z3
Galaxy s4 /
xperia z1
Upper –
middle
Galaxy s3 /
xperia ZL
Grand 2 /
xperia z ultra
Middle Grand 2 /
knight A350
canvas nitro
a310
Lower –
middle
Z1 tizen /
canvas A311
Guru / x249 ,
rockstar C192
Guru / x249 ,
rockstar C192
Lower Galaxy star /
bolt A24
Guru / x249 ,
rockstar C192
Guru / x249 ,
rockstar C192
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