International
Market
Research
PRESENTED TO-
PROF. DR. DALJEET KAUR
November, 13 2023
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Group 1.2
Presented By-
Mansi Hitendra Veera (4539180)
Padam Jaishi (4544760)
Ashmina Pyakurel (4562267)
Lishu Lishu (4561821)
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About the Company Closing
Introduction Summary
Data - 5 year Citation
About Industry
About Electronics
About consumer electronic
Agenda Buying habits
Competitors
Marketing & Financial
Capabilities
Research
Marketing issues
Marketing research
Actions taken
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About Introduction
Samsung Data - 5 year
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Introduction
Founded on March 1st, 1938
Founder: Lee Byung- Chull
Headquartered in Yeongtong-gu, Suwon, South Korea
Started as as a grocery trade store, and later expanded into textiles after
the Korean War and established the biggest woolen mill in Korea.
Samsung first entered the electronics industry in 1969 with several
electronics-focused divisions.
Samsung Electronics has operations in over 70 nations and a sizable
global network of companies, factories, and research facilities.
Samsung provides a variety of goods, such as mobile devices, tablets,
laptops, televisions, home appliances (including refrigerators and
washing machines), semiconductor chips, display panels, and many
more.
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Samsung Products
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Global industry sales
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Canada industry sales
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About Electronics
About consumer electronic
About Buying habits
Industry Competitors
Marketing & Financial capabilities
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About Industry
Samsung Electronics made a net profit of KRW 21,505 billion in 2019, down
51% compared to the previous year. Total sales reached KRW 230,401 billion,
which is down 5.48% when compared to the previous year.
Historically, between 1993 and 2019, the company’s net profit reached a high
of KRW 43,891 billion in 2018 and a low of KRW -610 billion in 1997. Over
the last decade the firm's net profit increased by an average of 8.43% a year.
Sales have grown by 5.39% a year on average since 2009. They reached a
high of KRW 243,771 billion in 2018 and a low of KRW 8,155 billion in
1993.
The company has been operating with an average EBITDA margin of 28.7%
in the last 5 years and average net margin of 13.0%. The firm generated an
average return on invested capital of 17.7% for its shareholders over the last
five years. 10
Sales figures for the Company : Samsung Electronics
Sales 2018 to 2022
20.00%
15.00%
10.00%
5.00% change
0.00%
$233.13 B $240.71 B $203.43 B $198.03 B $221.67 B
2022 2021 2020 2019 2018
-5.00%
-10.00%
-15.00%
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About Industry 2300
2250
2200
Year Growth Rate
2150
2018 3.31%
2100
2019 -10.67%
2050
2020 2.37%
2021 18.33% 2000
Growth rate of the
2022
company for the past -3.15% 1950
five years in usd 2018 to 1900
2023
1850
1 2 3 4 5 6
years revenue in million
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Growth
In 2021, Samsung held 24% of the market.
2019: Samsung's growth was -10.67%, indicating a
decline.
2020: Samsung's growth rebounded with a positive 2.37%.
2021: The growth surged to 18.33% for Samsung.
2022: A slight dip with -3.15% growth for Samsung.
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Buying habits of the consumer
Innovation and
Brand Loyalty Product Diversity
Technology
Marketing and Design and User Reviews and
Advertising Aesthetics Recommendations
Value for Money: Retail Experience
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Competitors
Samsung faces intense competition from Chinese and US-based
smartphone makers despite being the world leader in the smartphone
market
1 2 3 4 5 6 7 8
Apple Inc Huawei LG Electronics Sony Xiaomi Google LLC Dell Panasonic
Technologies Corporation Corporation Technologies Corporation:
Co., Ltd Inc.
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Global smartphone market share from 4th quarter 2009 to
2nd quarter 2023
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Marketing Capabilities Brand Recognition and Image: Samsung is known for its strong
brand presence globally. The company invests heavily in marketing
and advertising to maintain and enhance its brand image.
Diversified Product Portfolio: Samsung has a diversified
product portfolio, ranging from smartphones and tablets to home
appliances, semiconductors, and display technologies.
Innovation: Samsung places a strong emphasis on innovation.
The company is often at the forefront of technological advancements
and introduces new features and technologies in its products.
Global Presence: Samsung operates on a global scale, with a
presence in various countries.
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Financial Capabilities Revenue and Profits: Samsung has consistently been one of
the largest technology companies in the world in terms of revenue.
Research and Development Investment: Samsung allocates
a significant portion of its budget to research and development.
This investment is crucial for staying competitive in the fast-
paced technology industry and for introducing new products and
features.
Capital Expenditures: Samsung invests heavily in
capital expenditures to enhance and expand its
manufacturing capabilities.
Debt Levels: The company's financial health is influenced by
its debt levels.
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Marketing Issues
Research Marketing Research
Actions Taken
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Marketing Issues
Problem faced by the Samsung company
Technological Changing Global
Innovation and consumer Economic
competition preferences conditions
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Marketing Research It is conducted to find the solution of the research problem.
A mixed-method approach was used. Firstly, a quantitative survey
was administered online and via mobile devices. The sample was
selected using a stratified random sampling technique to ensure
representation across age, gender, and geographic regions. The
sample size was 2,000 participants.
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Findings Consumer dissatisfaction with the current product
lineup due to a lack of innovative features.
Pricing was considered relatively high compared to
competitors.
Customers expressed a desire for more sustainable and
environmentally friendly products
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Actions Taken
Three Major Marketing strategies:
Product innovation
Pricing strategy
Marketing campaign
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Product Innovation
Samsung marketing strategy is to identify developments in the market trends, adapt to
dynamic changes, and produce products that the target market demand.
Samsung is a customer-centric brand with a diverse product offering in the consumer
electronics industry.
Its product range includes smartphones and related accessories, smart TV, watches,
tablets, plasma TV, monitors, and memory storage. Recently, Samsung expanded into
the kitchen and home appliances producing air conditioners, washing machines, cooking
appliances, etc.
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Pricing strategy
Samsung is a pricing expert.
The two pricing schemes used by Samsung are:
Price skimming tactic
Competitive Pricing
When the company launches a new smartphone, it values the product at the highest price the
customers are willing to pay. Over time as the shine fades and its competitors launch identical
products, Samsung lowers its product prices using a competitive strategy to retain market share.
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Marketing Campaign
Samsung’s Marketing Mix plan focuses on wide-ranging high-quality products sold in e-
commerce and retail stores at a premium or competitive price based on demand.
It uses advertisements, content marketing, sales promotions, event experiences, and digital
campaigns to publicize and hype its products.
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Citations
Chapter 1:
About electronics industry:
https://www.investopedia.com/ask/answers/042915/what-electronics-sector.asp
https://www.thecanadianencyclopedia.ca/en/article/electronics-industry
https://en.wikipedia.org/wiki/Consumer_electronics
https://www.easytechjunkie.com/what-is-the-consumer-electronics-industry.htm
Consumer electronics industry sales for the past five years (Global – USA/Canada):
https://www.statista.com/outlook/dmo/ecommerce/electronics/consumer-electronics/canada
https://www.statista.com/outlook/cmo/consumer-electronics/worldwide
Market shares of major competitors for the past five years:
https://www.linkedin.com/pulse/global-consumer-electronics-market-size-share-trends-segments-howard/
Global smartphone market share from 4th quarter 2009 to 2nd quarter 2023
https://www.statista.com/statistics/271496/global-market-share-held-by-smartphone-vendors-since-4th-quarter-2009/
https://www.futuremarketinsights.com/reports/consumer-electronics-market
Samsung's share of global smartphone shipments from 2nd quarter 2009 to 2nd quarter 2023
https://www.statista.com/statistics/276477/global-market-share-held-by-samsung-smartphones/
Growth rate of the market for the past five years. (Give both global and USA/Canada)
https://www.statista.com/
Chapter 2:
https://www.britannica.com/topic/Samsung-Electronics
https://www.investing.com/academy/statistics/samsung-facts/
https://www.samsung.com/global/ir/financial-information/audited-financial-statements/
https://www.statista.com/statistics/236607/global-revenue-of-samsung-electronics-since-2005/ Published by Federica Laricchia, Jun 2, 2023
http://www.wikepedia.com/ 27
Citations
Chapter 3
Book - Marketing Research an Applied Orientation by Naresh K. Malhotra and Sathyabhusan Dash
https://ivypanda.com/essays/samsung-company-main-challenges/
Chapter 4
Book - Marketing Research an Applied Orientation by Naresh K. Malhotra and Sathyabhusan Dash
https://www.investopedia.com/terms/m/market-research.asp
https://www.qualtrics.com/experience-management/research/market-research-types/
Chapter 5:
Book - Marketing Research an Applied Orientation by Naresh K. Malhotra and Sathyabhusan Dash
https://www.totalassignmenthelp.com/free-sample/samsung-marketing-strategy
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Wrap Up
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Thank you
QUESTIONS?
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