1. AGENDA History of Samsung smartphones SWOT Analysis
Distribution Strategy
Competitive Advantage
Testing of Hypotheses
Analyses of Results
Net Takeaway
Interesting Trivia `

2. History of Samsung smartphones
Samsung SPH-I300
October 2001
Internet Browsing/ Touchscreen Keypad
Samsung BlackJack
November 2006
Blackberry lawsuit
Samsung Instinct
June 2008
Advertising against Apple

3. History of Samsung smartphones
Samsung Focus
October 2010
Only Windows phone to feature a micro SD slot
Samsung Galaxy S II
May 2011
Made Samsung leader and earned Apple’s eternal emnity
Samsung Galaxy Nexus
December 2011
Won 3 contract for flagship Google Nexus devices

4. History of Samsung smartphones
Samsung Galaxy Note
February 2012
New product category “phablets”
Samsung Galaxy S III
July 2012
Solid hardware, wide availability and relentless marketing
Samsung Galaxy S4
April 2013
Fastest selling smartphone in Samsung’s history

5. SWOT Analysis Strengths
Hardware integration with many open source OS and software
Able to market the brand through innovation, design and multiple sponsorships
High market share in mobile smartphones and its continual growth
Excellence in engineering and producing hardware parts and consumer electronics
Diversification and differentiation of product line to meet changing customer needs
Practice good leadership theory

6. SWOT Analysis Weaknesses Opportunities Patent infringement
Low profit margin
Main competitors are also large scale buyers
Opportunities
Growing India’s smartphone market
Growing mobile advertising industry
Growing demand for quality application processors
Growing tablets’ market
Varying products in existing line of business
User friendly technology

7. SWOT Analysis Threats Rapidly changing technology
Regulating price wars
Saturating smartphone markets in developed countries
Declining margins on hardware production
Facing low cost competition from China (emulation mobile phones)
Handling legal war with Apple and Nokia

8. Distribution Strategy
Company’s manufacturing units (Noida and Chennai)
C&F Agents (one in each state)
Distributers
Big Retailers
Retail Chains
Franchised Outlets
Small Dealers/ Retailers
Digital Plazas
Digital Homes

9. Competitive advantage
Products
Technology driven niche products
Wide range of products
High brand value
Resources and Facilities
Strong infrastructure
R&D facility at one single location thus exercising absolute quality control
Financially strong and large resources at disposal
Horizontal and vertical integration
Economics
High investment for research & development
Higher economies of scale and scope
Higher yield than most competitors
Best Practices
Non-traditional human resource practices based on meritocracy rather than seniority
Attractive organizational hierarchy in terms of pay scale, bonuses and incentives yielding better output

10. Testing of hypotheses List of hypotheses Sampling details Target group
Samsung has the highest brand awareness in the smartphone category
Samsung smartphones enjoy maximum customer satisfaction
Samsung smartphones have the best battery life
Sampling details
Total number of respondents = 50
Process of simple random sampling followed
Target group
Approximately within the age group 18 – 35
Preferably smartphone user (questionnaire filters them out)
Mostly peers, friends and ex-colleagues
Graphs
Pie charts
Bar graphs

11. Analysis of results
Hypothesis 1: Samsung has the highest brand awareness in the smartphone category
Thinking about smartphones, Samsung is the brand which comes to mind most often

12. Analysis of results
Hypothesis 1: Samsung has the highest brand awareness in the smartphone category
Of the 65% of respondents who currently uses a smartphone, nearly half of them owns a Samsung

13. Analysis of results
Hypothesis 1: Samsung has the highest brand awareness in the smartphone category
Of the current non-users, though Samsung is the brand majority of them would opt for, interesting insights observed on comparing Nokia and Apple

14. Analysis of results
Hypothesis 2: Samsung enjoys maximum customer satisfaction in the smartphone class
Nearly half the respondents believe that Samsung smartphones give the best value for money

15. Analysis of results
Hypothesis 2: Samsung enjoys maximum customer satisfaction in the smartphone class
Of the positive satisfaction segments, Samsung fares marginally better than the rest in After Sales Service rankings

16. Hypothesis 3: Samsung smartphones have the best battery life
Analysis of results
Hypothesis 3: Samsung smartphones have the best battery life
Majority of respondents feel that battery life is most important while buying a smartphone

17. Hypothesis 3: Samsung smartphones have the best battery life
Analysis of results
Hypothesis 3: Samsung smartphones have the best battery life
Having asked the respondents to rate various smartphone aspects across four competitive brands, Apple fared better than Samsung when it came to battery life, in terms of positive satisfaction segments

18. Net Takeaway
Samsung has the highest brand awareness in the smartphone category
Samsung smartphones enjoy maximum customer satisfaction
Samsung smartphones do not have the best battery life

19. Interesting Trivia
In Korean the word Samsung means “three stars”. The founder of the Samsung Group wanted to indicate that the company was big, powerful and numerous.
Since 1993, Samsung Electronics has been the largest producer of memory chips in the world!
Lee Byung Chull founded Samsung in 1938 as a trading company that dealt in local groceries and had 40 employees. At that point of time it used to produce noodles as well!
Samsung's construction division built the Burj Khalifa, which is the tallest building in the world.
Samsung Electronics has 370,000 employees worldwide. (Apple has 80,000. Microsoft has 97,106. GE has 305,000.)
Samsung says it paid those employees 14.5 billion won, or $12 billion.

20. Interesting Trivia
Samsung accounts for 17 percent of Korea's Gross Domestic Product!
Samsung spent over $4 billion in advertising last year, plus an additional $5 billion in marketing. Its ad budget dwarfs everyone else.
Samsung's net sales for 2011 were $247 billion. Samsung's electronics division sales were $179 billion. In calendar 2011, Apple did $127.8 billion in sales.
Samsung Electronics' profit last quarter was $8.27 billion, much of it from smartphones. For comparison, Google's operating profit last quarter was $3.4 billion!
Samsung shipped million smartphones last year, which is more than the next three smartphone sellers (Apple, Nokia and HTC) combined!
Samsung lists 145 products on its web site under the "cell phones" category (Apple has three phones in two different colors.)!