1. Samsung
Mobile
Marketting study
Mittal, Vibhor

2. Market Study: Samsung Mobiles
About Samsung Mobiles
Samsung Telecommunications is one of five business units within Samsung Electronics, belonging to
the Samsung Group, and consists of the Mobile Communications Division, Telecommunication Systems
Division, Computer Division, MP3 Business Team, Mobile Solution Centre and Telecommunication R&D
Centre. Telecommunication Business produces a full spectrum of products from mobiles and other mobile
devices such asMP3 players and laptop computers to telecommunication network infrastructure.
Headquarters is located in Suwon, South Korea.
In 2007 Samsung Telecommunication Business reported over 40% growth and became the second largest
mobile device manufacturer in the world. Its market share was 14% in Q4 2007, growing up form 11.3% in Q4
2006. At the end of November 2011, Samsung sold more than 300 million mobile devices which was a close
second after Nokia with 300.6 million mobile devices sold in the first three quarter of 2011.[3]
As of Q3 2012,
Samsung is the largest manufacturer of devices running Google Android with a 46% market share
Current Products in Markets
 Samsung Note 3
 Samsung Galaxy S4
 Samsung Note 2
 Samsung Galaxy S3
 Samsung Galaxy mega
 Samsung Galaxy grand
 Samsung Galaxy S2
 Samsung Galaxy Ace

3. Samsung Galaxy Note 3
Target Customers High and Very High income group Executives
Competition Apple iphone 5S, HTC, Sony, Nokia


 Market planning
o Ride on the success of the
previous version.
o Stick to the what next market
go to market strategy
o Best in class and good fit for
tablet and phone
 Product development
o Flag ship Product from the
company
o High end android phone with
best in class features and
technical specifications
o Battery back up needs
polishing .
 Promotional ability
o Promotions are in full swing
o Offers discounts on
prebooking
 Distribution ability
o Samsung manages its own
distribution network
o Launched globally
 Customer service
o Samsung has the same
customer service for all its
brands
 Expansion
May be low end version in times to
come

4. Strength Weakness
 Promotional Ability
 Distribution
 Product development : Technical
specifications
 Product development : Battery back up
 Product Development : Size of the phone
 Customer Server : No premium customer
service for such high-end users
 Market planning : Can give a tough run to
tab market especially IPAD  With minor feature change, Samsung own
mobile phones gives good competiton
 Older version still in the market at reduced
cost
 Challenge by low cost mobile manufacturers
on pricing front
Opportunities Threats

5. Samsung Galaxy S4
Target Customers High and Very High income group Executives
Competition Apple iphone 5S, HTC, Sony, Nokia
 Market planning
o Launched with the slogan :
Life Companion. Live in the
world of infinite possibilities
 Product development
o Light , best fit in pocket and
hand.
o High end android phone with
best in class features and
technical specifications
o Battery back up needs
polishing.
 Promotional ability
o EMI schemes ,
o Launched with boom , but
now subsided to promotion to
create room for note 3
 Distribution ability
o Samsung manages its own
distribution network
o Launched globally
 Customer service
o Samsung has the same
customer service for all its
brands
 Expansion
May be low end version in times to
come
Strength Weakness
 Distribution
 Product development : Technical
specifications
 Product development : Battery back up
 Customer Service : No premium customer
service for such high-end users
 Dependent to android core to improve
performance
 Market Planning :
Can take up head on which Apple outgoing /
Slashed price version.
 Cheap imitation from Samsung and other
brands
 Older version still in the market at reduced
cost
Opportunities Threats

6. Samsung Grand:
Target Customers Middle class, medium earning groups
Competition Apple iphone 4, HTC, Sony, Nokia
 Market planning
o No plans to support the
phone. Target to people who
want high end phone at
affordable cost
o Word of mouth
 Product development
o Cost effective phone with high
end featurs
o Dual SIM
o Latest android version
 Promotional ability
o Word of mouth.
 Distribution ability
o Samsung manages its own
distribution network
o Launched globally
 Customer service
o Samsung has the same
customer service for all its
brands
 Expansion
No plans

7. Strength Weakness
 Distribution
 Product development : Technical
specifications
 Product development : Battery back up
 Product Development : Size of the phone
 Customer Server : No premium customer
service for such high-end users
 Market planning
 Product Development : performance
reduces with upgrades
 Market Planning :
Can expand market share .
 Expansion
 Better versions of Samsung Galaxy and other
available at same range
 Nokia are coming with better performance
in the same price range
Opportunities Threats

8. Samsung ACE:
Target Customers Common an
Competition Micromax, LG , Sony
 Market planning
o No plans to support the
phone.
o Word of mouth
 Product development
o Basic touch phone
o Latest android version
 Promotional ability
o Word of mouth.
 Distribution ability
o Samsung manages its own
distribution network
o Launched globally
 Customer service
o Samsung has the same
customer service for all its
brands
 Expansion
No plans
Strength Weakness
 Distribution
 Product development : Technical
specifications
 Price with the brand name
 Product development : Focus on price than
performance
 Market planning
 Market Planning :
Can expand market share .  Competition like micromax , giving hard time
with better features
Opportunities Threats