This document analyzes the market potential for Samsung CDMA mobile phones in the Kathmandu region of Nepal. It finds that Samsung has the largest market share of over 95% for CDMA phones. While LG is its top competitor, over 50% of retail stores have high consumer demand for Samsung CDMA phones. The conclusion recommends that Samsung expand its variety of lower-priced CDMA handset options and improve its after-sales service to better meet consumer expectations.

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Analysis of Market Potential for Samsung
CDMA Mobile in Kathmandu Region
Dipesh kumar Sah
Supervisor: Rajesh Gurung

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Background
• Samsung was founded by Lee Byung- Chull in 1938 as a
trading company of South Korea .
• Samsung developed its first CDMA mobile phone in March
1996.
• Samsung Nepal which commenced its operations in Nepal in
1998
• Operated by Mr. Deepak Malhotra (Chairman) and Mr. Dikesh
Malhotra as a President & CEO .
• Employing approximately 500 people in 33 offices across
country.
• Mostly focused on dealers attraction towards certain brand and
to find the level of problem arises in the distributions.

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Purpose
• To know the position of Samsung CDMA mobile in study area.
• To analyze the views regarding various features provided in
CDMA mobile of Samsung Company
• To examine the customers opinions about future improvement
in the existing CDMA products
• To analyze opinions of respondents regarding consumer pull,
post purchase services, and distributions of CDMA handsets

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Significance
 This study points out the users’ perception on product and services
offered by the business based on the recommendation and
Suggestion.
 The main purpose of the survey was to know the position of
Samsung in market and present scenario of CDMA mobile market..
 It helps to provide proper feedback to the business related to various
awareness campaign such as Advertisement, branding and
promotion for CDMA handsets to make the user informative and
valuable towards Samsung Company.
.

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Literature Review
• Pioneering the CDMA Era by Kim. JW, (2003) has developed a
voice recognition function and embedded it into its handsets that
attracted a large audience towards CDMA handsets in 1997 .
• A Remarkable Turnaround: “New Management” by David,(1993)
has developed the wave searching software that was specially
designed for Korea’s topography and declared a new
management initiative.
• Globalization by Lee. B, (2002), has Samsung built a mobile
phone production facility in Brazil in 1998, in the hopes of
expanding into Latin America.

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Methodology
 Research Design:
Descriptive Research design will be used to carry out the study.
 Population
The people who are using Samsung Mobile Phones are the population
of the study.
 Sample size
132 samples among the Samsung Mobile Phones users who have
been using Samsung Mobile service will be taken for the study.
 Sampling method
Convenient Sampling method will be used for the study.

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Cont….
 Sources of Data
1. Primary Sources
2. Survey Questionnaire
 Data Analysis Tools
1. Tables,
2. Charts and Bar diagrams
3. Comparative analysis tool .

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Major Findings
 Samsung is most preferred brand in CDMA mobile handsets among
all the brands with 95% of market share.
 Samsung CDMA handsets demand was very high among all brands
with 61% presence and LG brand is the close competitor with 48.2%
of market share.
 More than 50% of mobile retail stores in Kathmandu where consumer
pull for Samsung CDMA handsets is very high.
 After sales service of LG CDMA mobile is some what better than
Samsung CDMA mobile.
 In some mobile stores of the Kathmandu region where distribution of
Samsung is not up to the mark.

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Conclusion
• CDMA market has 30-35% of total mobile market share.
• CDMA sales are increase day by day.
• Samsung Market share is high among all the brands.
• Market share of LG is very much similar to Samsung in mobile stores.
• Maximum selling of 1k-2k Rs lower range handsets.
• Customers are very much aware about every feature of handsets.
• In CDMA, very limited handsets is available.
• In CDMA, variety of handsets is required.
• In CDMA handsets battery problem is biggest problem.
• Price of CDMA handsets is high as compare to GSM handsets.
• Basic handsets + FM + speaker are most demand model .
• Camera, storage facility are important factor that influence the
customer.
• Samsung is most preferred brand among the consumers.
• After sales service of Samsung CDMA mobile is average.

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Action implications
• Business Perspective
- To points out the users’ perception on product and services offered by the
business.
- To improve and incorporate possible changes that best meet the expectation
of the Samsung CDMA mobile users.
• Consumer Perspective
- To provide proper feedback to the business by CDMA mobile users .
- Enable users to express their need and expectation based on their interest.
• Government and Society
- It highlights the corporate social responsibilities related activities performed by
Samsung through offered mobile Service.

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