Customer satisfaction towards samsung

A STUDY ONCUSTOMER SATISFACTION TO WARDS SAMSUNG

BRINDAVAN COLLEGE Page 1

A STUDY on CUSTOMER SATISFACTION Towards SAMSUNG”

Submitted in partial fulfillment of the requirement

Of the award of the degree of

BACHELOR OF BUSINESS MANAGEMENT

2013-2014

BY

Under The Guidance Of

BRINDAVAN COLLEGE

2ndcross,Bhoopsandra, RMV extension,2nd

Bangalore – 560 027

TABLE OF CONTENT



1 Chapter 1:

Introduction

05-24

2 Chapter 2:

Research Design

25-30

3 Chapter 3:

Company Profile

31-67

4 Chapter 4:

Data analysis and interpretation

68-92

5 Chapter 5:

Summary of findings and conclusions

93-95

6 Chapter 6:

Recommendations and suggestions

96-99

7 Chapter 7:

Appendices And Annexure

100-106

8 Chapter 8:

Bibliography

107-108



TABLE OF THE GRAPH

TABLE.NO TITLE OF THE GRAPH PAGE. NO

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

Graph Showing Monthly Income of Respondents Graph Showing From Where Respondents Get Information About Samsung Graph Showing Total Number Of Brands Considered Before Buying Samsung Products

Graph Showing Time Taken For Final Decision To Buy Samsung Products By The Respondents

Graph Showing Who Makes The Final Decision To buy The

Samsung Product

Table Showing How Often The Samsung Product is uded by the respondents

Graph Showing number of users of Samsung Products in a

Family

Graph Showing how the Responde0nts rate the new technology in a Samsung Product Graph showing how often the Respondents go for service

Graph showing the quality of Samsung Products

Graph showing the rate of the Samsung Product concerned with Price.

Graph showing satisfaction of respondents regarding service

of Samsung Products

69-70

71-72

73-74

75-76

77-78

79-80

81-82

83-84

85-86

87-88

89-90

91-92



TABLE OF CONTENTS

TABLE NO

TITLE OF THE GRAPH PAGE. NO

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

Table Showing Monthly Income of Respondents

Table Showing From Where Respondents Get Information

About Samsung

Table Showing Total Number Of Brands Considered Before

Buying Samsung Products

Table Showing Time Taken For Final Decision To Buy Samsung Products By The Respondents

Table Showing Who Makes The Final Decision To buy The

Samsung Product

Table Showing How Often The Samsung Product is uded by the respondents

Table Showing number of users of Samsung Products in a

Family

Table Showing how the Respondents rate the new technology

in a Samsung Product Table showing how often the Respondents go for service

Table showing the quality of Samsung Products Table showing the rate of the Samsung Product concerned with Price.

Table showing satisfaction of respondents regarding service of Samsung Products.

69

71

73

77

79

81

83

85

87

89 91

93



CHAPTER-1



INTRODUCTION

About the mobile industry

The history of mobile phones charts the development of devices

which connect wirelessly to the public switched telephone

network. The transmission of speech by radio has a long and

varied history going back to Reginald Fessenden's invention and

shore-to-ship demonstration of radio telephony, through the

Second World War with military use of radio telephony

links. Hand-held radio transceivers have been available since the

1940s. Mobile telephones for automobiles became available from



some telephone companies in the 1940s. Early devices were

bulky and consumed high power and the network supported only

a few simultaneous conversations. Modern cellular networks allow

automatic and pervasive use of mobile phones for voice and data

communications.

In the United States, engineers from Bell Labs began work on a

system to allow mobile users to place and receive telephone calls

from automobiles, leading to the inauguration of mobile service on

17 June 1946 in St. Louis, Missouri. Shortly

after, AT&T offered Mobile Telephone Service. A wide range of

mostly incompatible mobile telephone services offered limited

coverage area and only a few available channels in urban areas.

The introduction of cellular technology, which allowed re-use of

frequencies many times in small adjacent areas covered by



relatively low powered transmitters, made widespread adoption of

mobile telephones economically feasible.

The advances in mobile telephony can be traced in

successive generations from the early "0G" services like MTS and

its successor Improved Mobile Telephone Service, to first

generation (1G) analog cellular network, second generation (2G)

digital cellular networks, third generation (3G) broadband data

services to the current state of the art, fourth generation (4G)

native-IP networks.

Motorola and Bell Labs raced to be the first to produce a

handheld mobile phone. That race ended on 3 April 1973

when Martin Cooper, a Motorola researcher and executive, made

the first mobile telephone call from handheld subscriber

equipment, placing a call to Dr. Joel S. Engel of Bell Labs. The

prototype handheld phone used by Dr. Martin Cooper weighed



2.5 pounds and measured 9 inches long, 5 inches deep and

1.75 inches wide. The prototype offered a talk time of just 30

minutes and took 10 hours to re-charge.John F.

Mitchell, Motorola's chief of portable communication products

and Martin Cooper's boss in 1973, played a key role in

advancing the development of handheld mobile telephone

equipment. Mitchell successfully pushed Motorola to develop

wireless communication products that would be small enough to

use anywhere and participated in the design of the cellular

phone.

Mobile phone History in India



History:

Telephone services in India begun in a small scale with the

commissioning of a 50-line manual telephone exchange in 1882

in Kolkata. This was less than five years after the invention of

the telephone by Alexander Graham Bell. India had approx.

82,000 telephone connections at the time of independence (1947)

and by 1984 the number of connections had slowly risen to 3.05

million. India's telecom network was notoriously unreliable and

only available to a small section of households along with the

corporate sector. The telecom sector was a government monopoly

until 1994 when liberalization gradually took place. Cellular service

was launched in November 1995 in Kolkata.

Expanding Network:The Indian telecom industry has grown rapidly

during the last few years but has witnessed a substantial fall in



growth more recently. India has the third largest (based on the

total number of fixed/mobile subscriber lines) telecom network in

the world and the second¹ largest mobile network with 865

million subscribers at the end of 2012. Revenue from fixed and

mobile services amounted to an estimated Rs 880 bn in fiscal

year 2005. National long distance (NLD) and international long

distance (ILD) service revenues grew to an estimated Rs 93 bn

in the same year

The government had set a target under the Bharat

Nirman program, to connect all the remaining villages without

telephone services, basically VPT's (Village Public Telephones),

by the end of 2009.

Mobile:



While the mobile subscriber base is still growing in the millions

per month, the number of landlines is gradually decreasing.

Overall telecom subscriber penetration increased to 73 % at the

end of Nov 2012.The FDI cap in the telecom sector is currently

74 %. UK's Vodafone Group recently acquired a 52 % stake in

Hutchison Essar, India's fourth largest mobile service provider.

Bharti Airtel is the first Indian operator to exceed a subscriber

base of 50 million.

Telecom Manufacturing:

A growing number of telecom companies have set up

manufacturing facilities for the production of mobile phones and

other telecom equipment to cater to India's growing telecom

market and exports too. Nokia's plant, located in a Special

Economic Zone (SEZ) at Sriperumbudur near Chennai,



manufactures mobile handsets and network infrastructure

equipment incl. base stations. Nokia's plant produces ca 8 m

handsets a month. Slews of other telecom equipment

manufacturers already have or are in the process of setting up

production facilities in the same zone. These include Aspocomp

Group (HDI printed circuit boards), Perlos (handset

mechanics/mouldings)Salcomp(mobile

phonechargers), Motorola (mobile handsets), Foxconn (mobile

phones), Flextronics (mobile handsets, base stations and other

electronic items), Sanmina-SCI (network components), Jabil, Laird

(antennas, battery packs and EMI shielding products) and

Wintek. Elcoteq's telecom plant located near Bangalore

manufactures handsets among others. Samsung

Electronics' mobile handset plant is located in Gurgaon,nearDelhi.



Alcatel and Ericsson manufacture base station and mobile

switching equipment at plants located in Rae Bareli and Jaipur

respectively.

BPLTelecom manufactures GSM phones and LG Electronics

India produces GSM phones in a plant near Pune. Kolkata

based Xenitis Group plans to set up a mobile phone

manufacturing facility located near Kolkata.

Mobile handsets account for 26 % of the total telecom equipment

industry in India. The lion's share was held by the carrier

equipment business while the enterprise equipment segment

accounted for the remaining 14 %. The market size of the

telecom equipment industry grew to Rs 954 (ca USD 22 bn).



Mobile Network Statistics

India's Largest Telecom Operators as

on Aug 31, 2011

Operator

Subscriber

Base

(millions)

Bharti Airtel 172

Reliance Communications 146

Vodafone Essar 144

Idea Cellular Ltd. 98

Bharat Sanchar Nigam Ltd. 95

Tata Teleservices Ltd. 89

Aircel /Dishnet 59



Wireless Subscribers (in millions) in the Four Metros as

on Dec 31,

2010

City Total Operators

Delhi 39.8

Bharti Airtel, Aircel,

Vodafone Essar, MTNL,

Idea Cellular, Reliance,

Sistema, Etisalat/Allianz and

Tata Teleservices



Mumbai 31.7

Loop Mobile, Aircel, Idea

Cellular, Vodafone Essar,

MTNL, Bharti Airtel,

Reliance, Sistema,

Etisalat/Allianz, Uninor,

Videocon and Tata

Teleservices

Kolkata 22.6

Aircel, Bharti Airtel,

Vodafone Essar, BSNL,

Uninor, Reliance, Sistema

and Tata Teleservices

Chennai 11.4*

Aircel Cellular, Bharti Airtel,

Vodafone Essar, BSNL,

Reliance and Tata



Teleservices

SOME FACTS & FIGURES ON INDIAN TELECOM

Number of telecom (mobile and landline) subscribers: 896 million

(as on 31.12.12)

Number of fixed line subscribers: 30.8 m (as on 31.12.12)

Number of cellular (GSM, CDMA and WLL-Fixed) subscribers:

~865 m (as on 31.12.12)

Number of broadband subscribers: 15.0 m (as on 31.12.12)

Number of GSM cellular subscribers: 658 m (as on 31.1.13)

Number of CDMA cellular subscribers: 155 m (as on 31.12.09)

Overall teledensity: 733/1000 inhabitants (as on 31.12.12)



Number of PCO's (Public Call Offices): 5.5 m (as on 31.12.09)

Number of VPT's (Village Public Telephones): 0.55 m (as on

31.3.06)

More telecom at the Department of Telecommunications network

status page.

Total revenues of telecom service providers (2005-06): Rs. 880

bn

Telecom equipment production (2007-08): Rs. 954 bn

Mobile handset market (2009): estimate Rs. 300 bn

Currency: 1 USD equals approx. 55 Indian Rupees (Rs)

Govt. Telecom Links

DOT - Department of Telecommunications

BSNL Telecom Network Statistics



BSNL - Bharat Sanchar Nigam Ltd.

TRAI - Telecom Regulatory Authority of India

VSNL - India's public sector overseas telecommunications provider

Top

TELECOM NEWS

Indian Telecom News

Indian Bandwidth

VOICE & DATA (India)

Top

FIXED LINE OPERATORS

Public Operators

BSNL Units



Calcutta Telephones (under BSNL)

Chennai Telephones (under BSNL)

MTNL - Mumbai and Delhi

MTNL Mumbai

MTNL Delhi

Private Operators

Tata Teleservices

Operates in Andhra Pradesh, Delhi, Gujarat, Karnataka and

TamilNadu,Maharashtra

Bharti Tele-Ventures Ltd

Operates in Delhi, Haryana, Madhya Pradesh, Tamil Nadu and

Karnataka.

Reliance Infocomm



India's largest CDMA mobile operator with some 10 million

subscribers

HFCL Infotel

HFCL Infotel operates in Punjab and Chandigarh

WIRELESS (GSM/CDMA) SERVICE PROVIDERS

GSM Network Coverage >>

Tata Docomo

Sistema ShyamTeleServices Ltd.

Operates currently in Rajasthan, Tamil Nadu and Kerala and

plans to cover all the circles by end-2010.

Reliance Communications

BSNL - Bharat Sanchar Nigam Ltd.

MTNL



Provides cellular service in Delhi and Mumbai.

IDEA Cellular

Operates in Gujarat, Maharashtra, Goa, Andhra Pradesh, Madhya

Pradesh, Haryana, Kerala, Chhattisgarh, Himachal Pradesh,

Uttaranchal, Uttar Pradesh (West) and Delhi.

Aircel Ltd

Operates in Assam, North Eastern states, Orissa, West Bengal,

Jammu & Kashmir, Tamil Nadu (incl. Chennai) and Puducheri.

Bharti Airtel

Provides mobile phone service in all the 23 circles of India.

Loop Mobile

Loop Mobile's cellular network coverage includes Mumbai.

Vodafone Essar



Provides mobile phone service in 16 circles.

Spice Telecom

Provides mobile phone services in Karnataka and Punjab.

AircellDigilink

Operates in Uttar Pradesh (East), Haryana and Rajasthan.

Virgin Mobile India

Uninor

ABOUT SUBJECT

Customer satisfaction

A term frequently used in marketing, is a measure of how

products and services supplied by a company meet or surpass

customer expectation. Customer satisfaction is defined as "the

number of customers, or percentage of total customers, whose



reported experience with a firm, its products, or its services

(ratings) exceeds specified satisfaction goals." In a survey of

nearly 200 senior marketing managers, 71 percent responded that

they found a customer satisfaction metric very useful in managing

and monitoring their businesses.

It is seen as a key performance indicator within business and is

often part of a Balanced Scorecard. In a competitive marketplace

where businesses compete for customers, customer satisfaction is

seen as a key differentiator and increasingly has become a key

element of business strategy.

"Within organizations, customer satisfaction ratings can have

powerful effects. They focus employees on the importance of

fulfilling customers’ expectations. Furthermore, when these ratings

dip, they warn of problems that can affect sales and profitability.



These metrics quantify an important dynamic. When a brand has

loyal customers, it gains positive word-of-mouth marketing, which

is both free and highly effective."

Therefore, it is essential for businesses to effectively manage

customer satisfaction. To be able do this, firms need reliable and

representative measures of satisfaction.

"In researching satisfaction, firms generally ask customers whether

their product or service has met or exceeded expectations. Thus,

expectations are a key factor behind satisfaction. When customers

have high expectations and the reality falls short, they will be

disappointed and will likely rate their experience as less than

satisfying. For this reason, a luxury resort, for example, might

receive a lower satisfaction rating than a budget motel—even



though its facilities and service would be deemed superior in

'absolute' terms."

The importance of customer satisfaction diminishes when a firm

has increased bargaining power. For example, cell phone plan

providers, such as AT&T and Verizon, participate in an industry

that is an oligopoly, where only a few suppliers of a certain

product or service exist. As such, many cell phone plan contracts

have a lot of fine print with provisions that they would never get

away if there were, say, a hundred cell phone plan providers,

because customer satisfaction would be way too low, and

customers would easily have the option of leaving for a better

contract offer.

IMPORTANCE AND OTHER RELEVENT ASPECT



The importance of customer satisfaction is apparent when you

realize that, without customers, you don't have a business. A

single unsatisfied customer can send more business away from

your company than 10 satisfied customers. The more you focus

on customer retention and customer support, the more long-term

business you'll get. It's worth it to focus on customer satisfaction

strategies, no matter how large or small your company

is.Understandingthe needs of the customer is critical.

A business relationship, just like any other relationship, relies on

both people getting their needs met. No matter what type of

business you are in, all customers want the same thing. They

want to feel welcomed and appreciated by you and your staff.

They don't want to get the impression that they are just being

used by you for money. Small interactions like "Thank you" and a

nice smile can go a long way toward customer satisfaction.



Make sure your employees operate with the same

principles.A big part of customer satisfaction is reliability. If

customers come to expect a certain mode of behavior from you

and your employees, you should deliver it to them each and

every time. Customers want to be able to rely on you. They

expect consistent delivery times (if applicable) and support. By

training your employees to treat all customers with the same

respect, your customers will all have the same experience with

your company, which will increase customer satisfaction.

Be honest when you don't meet expectations.Customer

satisfaction is at its most important when something goes wrong

in the chain of delivery. Whether a customer was double charged

or didn't receive what she ordered, your employees need to

handle the situation with the utmost care. Your employee should

apologize and take steps to rectify the situation. The phrase "the



customer is always right" is at the core of a good customer

satisfaction strategy. It doesn't matter whether or not the customer

misread the instructions or made the mistake; your employee

should take steps to make the customer happyCustomer

satisfaction is the foundation of a good business.Satisfied

customers will make a great foundation for return business, and

they may also bring in their friends and associates. Remember

that customers are the heart of any business. Keep them

satisfied, and encourage them to tell their friends about their

experiences with your businesssometimes companies are

misguided by the notion that customers depend on them. The

truth of the matter is that we very much so depend on them.

Many researchers and academia have highlighted the importance

of customers in today’s market.



The level of satisfaction a customer has with a company has

profound effects. Studies have found that the level of customer’s

satisfaction has a positive effect on profitability:

2A totally satisfied customer contributes 2.6 times as much

revenue to a company as a somewhat satisfied customer.

A totally satisfied customer contributes 17 times as much revenue

as a somewhat dissatisfied customer.

A totally dissatisfied customer decreases revenue at a rate equal

to 18 times what a totally satisfied customer contributes to a

company.

Research has shown that when a person is satisfied with a

company or service they are likely to share their experience with

other people to the order of perhaps five or six people.

However, dissatisfied customers are likely to tell another ten



people of their unfortunate experience. With social media readily

available for consumers to tell their story to all of those online,

you can easily go to Twitter or Facebook and read about

someone’s experience with a company or service.

Eg: I learned the importance of customer satisfaction when a

customer came into the coffee shop I was working at and said,

“I’d like to order a sandwich and chips to go, please.” The store

manager who was working at the

time replied, “Sorry, we don’t start selling lunch for another 5

minutes. You can get back in line and order again.” She was a

little thrown off by his response, as was I. “Are you serious?”

She gave him a stare and then left. The importance of customer

satisfaction can have an impact on your business and if you



don’t start paying attention you’ll lose an opportunity to make a

customer happy.

Ascertaining Critical Incident AtVocatus, the measurement of

customer satisfaction is embedded in a hierarchical data gathering

design that can be extended in a modular fashion. In addition to

overall satisfaction, we initially ascertain satisfaction with all the

relevant customer interfaces.

For selected 'critical' customer interfaces there then follow a

detailed analysis of customer satisfaction, using a clearly

operationalised list of criteria. At the 'lowest' level, we use open

questions to ascertain the critical (i.e. positive as well as

negative) experiences each customer has. Sophisticated filtering in

our questionnaires permits us to find out about each customer's

individual experiences.



Relevant Benchmark Data

In order to be in a position to assess the level of customer

satisfaction that has been ascertained, one mustn't only look at

one's own performance. It should also be rated in relation to the

relevant competition. If the benchmark data is gathered within the

context of the same study, this guarantees that the comparison

data is relevant and up-to-date.

ChangingDemands

Customer satisfaction surveys are typically repeated at given

intervals, because only then is it possible to check the

effectiveness of the measures that have been deduced. It is also

vitally important here to analyse the change in customers'



demands over time, so as to duly adjust one's own products and

services.

In most sectors it can be established that customers' demands

relating to products or services are constantly rising and/or that

different customer segments also have differing expectations of

you. Thus, for example, it is the case in some sectors that good

service is less and less able to compensate for high prices over

the course of time, or the particularly valuable customer expects

correspondingly better service.

How People See Themselves and How Others see them one

effective addition to the customer survey is to survey one's own

staff. In such cases, staffs who are in direct contact with the

customer (dealers, sales, customer care) are likewise asked about



customer satisfaction within the framework of the customer

survey.

Contrasting customer satisfaction from the staff perspective (how

people see themselves) with actual customer satisfaction (how

others see them) often shows up significant differences, and

makes a major contribution to the acceptance of necessary

changes within the company.

Results that Relate to Practicewe use our analyses to produce

clear, cause-related, and action-oriented suggestions. They allow

you to immediately and directly improve the customer relationship

where it's formed and experienced.



CHAPTER-2



RESEARCH

DESIGN

TITLE OF THE PROJECT:



The title of the study or the project work is entitled “A STUDY

ON CUSTOMER SATISFACTION TOWARDS SAMSUNG”

STATEMENT OF THE PROBLEM

Research problem is selected for the purpose of this project to

study the consumer behaviour in relation to their perceptions,

attitudes, preference, expectations, satisfaction, and

dissatisfaction with reference to the Samsung.

Objective of the study:

1. To know the customers satisfaction level of Samsung

Company.

2. To find out factors influencing while choosing a branch.

3. To find the general problem faced by existing Samsung

customers.

4. To find the customers attitude towards Samsung services.



5. To study how the satisfaction level varies from one group to

other.

SCOPE OF THE STUDY:

1) It helps to know that which publicity media gives maximum

retention to the customer.

2) The study also helps the company to improve their standard of

service and handle the competition in the near future.

3) It also helps in putting possible improvement, additions and

new strategies and offers the customers.

4) It also puts a detailed insight into the different aspect of the

company such as manufacturing, marketing sales, production and

services etc.

LIMITATION OF THE STUDY:-

The limitation of the study are as follows:-



1) The study pertains to only one branch of the Samsung due

to the limitation of time frame.

2) Findings are based on the records available at the Samsung

Company and the information provided by the corporation.

3) This study is restricted to customers only.

4) Sample size is restricted to 80 respondents only due to the

time constraints.

METHODOLOGY OF STUDY

These aspects have been thoroughly discussed and

based on the findings of the study conclusions were drawn and

recommendations were made to the Samsung.

The views of various authors who all have authority in the -field

of the study were presented in this report for due consideration

for their implementation. The expected contribution from the study



is to help the organization to implement the suggestions in this

report so that it can contribute towards the improvement in

service and quality.

Researches method :

Instruments: Questionnaire.

Questionnaire :questionnaire is a list of question or statement

pertaining to an issue or program.It is used for studying the

opinions of people. It is commonly used in opinion poll.

SOURCES OF DATA:

For the purpose of this study, data from two sources have been

gathered namely:-

(1) Primary Source

(2) Secondary Source



Primary data:- are original source, which are collected directly

from the respondents. This information is collected through

questionnaire, personal interview and through observation.

Secondary data:- are those that containing data which have been

collected and compiled for another purpose. These sources

consist of readily available information and already complied

statistical statement whose data may be used by the researchers

for their study.

The secondary sources includes Annual Reports, Journals,

Articles as well as magazines and manuals.

RESEARCH INSTRUMENT:

The different instruments are used to analyze the data, they are:

QUESTIONNAIRE



The questionnaire includes multi choice answers to be chosen by

the respondents.

TABLES

This study uses tables represents the data from the various

customers, they are represented both number of samples and

percentage.

GRAPHS

The study also employs graphs to represent the data in the table

to give better impression and interpretation of percentage in the

table. The graphs used are Bar graph.

PLAN OF ANALYSIS

Since a structured questionnaire was used, data classification

was done easily. The data was grouped easily under various



heading. This readily revealed the buying behaviour towards

Samsung Company. Tables were used for tabulating.

CHAPTER-3

COMPANYPROFIL

E



HISTORY

For over 70 years, Samsung has been dedicated to making a

better world through diverse businesses that today span advanced

technology, semiconductors, skyscraper and plant construction,

petrochemicals, fashion, medicine, finance, hotels, and more. Our

flagship company, Samsung Electronics, leads the global market

in high-tech electronics manufacturing and digital media.

Through innovative, reliable products and services; talented

people; a responsible approach to business and global citizenship;

and collaboration with our partners and customers, Samsung is



taking the world in imaginative new directions. Samsung Heavy

Industries Co., Ltd. is a shipbuilding and engineering company

headquartered in Seoul. It was founded in August 1974. Its

principal products are bulk carriers, container vessels, crude oil

tankers, cruisers, passenger ferries, material handling equipment

steel and bridge structures. It achieved total revenues of 13,358.6

billion won in 2011 and is the world's second-largest shipbuilder

by revenues (after Hyundai Heavy Industries).

Samsung Heavy Industries is listed on the Korea Exchange stock-

exchange (number 010140)

BRIEF HISTORY

Lee Byung-Chull established Samsung in South Korea way back

in 1938. He began in business by exporting vegetables, fruits and



dried fish in Seoul. In 1950 when the communists attacked South

Korea he lost a large art of his business and fortune. He moved

to Suwon in 1951 and in just 2 years was able to increase his

company staff and increase turnover by 2000%. His first

production factory, a sugar processing plant, was built in 1953

just after the war but he continued as a dealer vending goods.

He branched out to open outlets for commercial purposes as well

as selling insurance and securities.

Samsung Electronics was established in 1969 with the support of

South Korea's President, Park Chung-hee. Financial assistance

was provided when necessary and he even prohibited foreign

companies doing business in South Korea. This eliminated rivalry

and allowed Korean companies to grow. Park Chung-hee allowed

some foreign businesses into South Korea, on the understanding

that they provide the skills, knowledge and technology to South



Korea. This helped Samsung Electronics in many ways and

enabled the company to create electronic chips and boards.

Soon after, Samsung created its own electronic appliances -

freezers, refrigerators, air conditioners and washing machines.

They started exporting

them to Canada and other foreign countries. Deciding to branch

out and enter into the communications industry, the company

borrowed money and started to manufacture televisions and audio

apparatus in the early part of 1970. Samsung also opened his

own TV channel, Tongyan Broadcasting Company in the 70s.

That same year, the company created another division

concentrating on heavy industrial developments like home

electronics, oil refineries and shipbuilding. Consequently, other



divisions were established like Samsung Precision Company,

Samsung Heavy Industries Company and Samsung Shipbuilding.

Samsung continued to grow throughout the 80s and became

successful in all the industries it had ventured. But Byung-Chull

did not stop from there and carried on venturing into other

markets such as genetic engineering, aerospace and even

nanotechnology.

The company started building bigger manufacturing plants for its

appliances and electronics from 1982 and 1987 in New York,

New England and Portugal. Serving his company for 50 years,

Lee Byung-Chull died in November 19, 1987 and his position was

taken by his son, Kun-Hee Lee.



To date, the company continues to grow with 26 divisions and

75,000 employees. It has also become a great brand name for

home appliances and gadgets.

From its inception as a small export business in Taegu, Korea,

Samsung has grown to become one of the world’s leading

electronics companies, specializing in digital appliances and

media, semiconductors, memory, and system integration. Today

Samsung's innovative and top quality products and processes are

world recognized. This timeline captures the major milestones in

Samsung's history, showing how the company expanded its

product lines and reach, grew its revenue and market share, and

has followed its mission of making life better for consumers

around the world.



1938 to 1970

In 1938, Lee Byung-chull (1910–1987) of a large landowning

family in the Uiryeong county came to the nearby Daegu city and

founded Samsung Sanghoe , a small trading company with forty

employees located in Su-dong (now Ingyo-dong). It dealt in

groceries produced in and around the city and produced its own

noodles. The company prospered and Lee moved its head office

to Seoul in 1947. When the Korean War broke out, however, he

was forced to leave Seoul and started a sugar refinery

in Busan named CheilJedang. After the war, in 1954, Lee

founded CheilMojik and built the plant in Chimsan-dong, Daegu. It

was the largest woolen mill ever in the country and the company

took on the aspect of a major company.



Samsung diversified into many areas and Lee sought to help

establish Samsung as an industry leader in a wide range of

enterprises, moving into businesses such as insurance, securities,

and retail. Lee placed great importance on industrialization, and

focused his economic development strategy on a handful of large

domestic conglomerates, protecting them from competition and

assisting them financially.

In 1948, Cho Hong-jai (the Hyosung group’s founder) jointly

invested in a new company called Samsung MulsanGongsa, or

the Samsung Trading Corporation, with the Samsung Group

founder Lee Byung-chull. The trading firm grew to become the

present-day Samsung C&T Corporation. But after some years Cho

and Lee separated due to differences in management between

them. He wanted to get up to a 30% group share. After



settlement, Samsung Group was separated into Samsung Group

and Hyosung Group, Hankook Tire, and others.

In the late 1960s, Samsung Group entered into the electronics

industry. It formed several electronics-related divisions, such as

Samsung Electronics Devices Co., Samsung Electro-Mechanics

Co., Samsung Corning Co., and Samsung Semiconductor &

Telecommunications Co., and made the facility in Suwon. Its first

product was a black-and-white television set.

1970 to 1990

In 1980, Samsung acquired the Gumi-

based HangukJeonjaTongsin and entered the telecommunications

hardware industry. Its early products were switchboards. The



facilities were developed into the telephone and fax manufacturing

systems and became the centre of Samsung's mobile phone

manufacturing. They have produced over 800 million mobile

phones to date. The company grouped them together under

Samsung Electronics Co., Ltd. in the 1980s.

After the founder's death in 1987, Samsung Group was separated

into four business groups - Samsung Group, Shinsegae

Group, CJ Group and Hansol Group. Shinsegae (discount store,

department store) was originally part of Samsung Group,

separated in the 1990s from the Samsung Group along with CJ

Group (Food/Chemicals/Entertainment/logistics) and the Hansol

Group (Paper/Telecom). Today these separated groups are

independent and they are not part of or connected to the

Samsung Group. One Hansol Group representative said, "Only

people ignorant of the laws governing the business world could



believe something so absurd," adding, "When Hansol separated

from the Samsung Group in 1991, it severed all payment

guarantees and share-holding ties with Samsung affiliates." One

Hansol Group source asserted, "Hansol, Shinsegae, and CJ have

been under independent management since their respective

separations from the Samsung Group." One Shinsegae

Department Store executive director said, "Shinsegae has no

payment guarantees associated with the Samsung Group.

In the 1980s, Samsung Electronics began to invest heavily in

research and development, investments that were pivotal in

pushing the company to the forefront of the global electronics

industry. In 1982, it built a television assembly plant in Portugal;

in 1984, a plant in New York; in 1985, a plant in Tokyo; in 1987,

a facility in England; and another facility in Austin in 1996. As of

2012, Samsung has invested more than US$13 billion in the



Austin facility, which operates under the name Samsung Austin

Semiconductor LLC. This makes the Austin location the largest

foreign investment in Texas and one of the largest single foreign

investments in the United States.

1990 to 2000

Samsung started to rise as an international corporation in the

1990s. Samsung's construction branch was awarded a contract to

build one of the two PETRONAS Towers in Malaysia, Taipei

101 in Taiwan and the Burjkhalifa in United Arab Emirates. In

1993, Lee Kun-hee sold off ten of Samsung Group's subsidiaries,

downsized the company, and merged other operations to

concentrate on three industries: electronics, engineering, and

chemicals. In 1996, the Samsung Group reacquired

the Sungkyunkwan University foundation.



Samsung became the largest producer of memory chips in the

world in 1992, and is the world's second-largest chipmaker

after Intel (see Worldwide Top 20 Semiconductor Market Share

Ranking Year by Year). In 1995, it created its first liquid-crystal

display screen.

Ten years later, Samsung grew to be the world's largest

manufacturer of liquid-crystal display panels. Sony, which had not

invested in large-size TFT-LCDs, contacted Samsung to

cooperate, and, in 2006, S-LCD was established as a joint

venture between Samsung and Sony in order to provide a stable

supply of LCD panels for both manufacturers. S-LCD was owned

by Samsung (50% plus 1 share) and Sony (50% minus 1 share)

and operates its factories and facilities in Tangjung, South Korea.

As on 26 December 2011 it was announced that Samsung had

acquired the stake of Sony in this joint venture.



Compared to other major Korean companies, Samsung survived

the 1997 Asian financial crisis relatively unharmed.

However, Samsung Motor was sold to Renault at a significant

loss. As of 2010, Renault Samsung is 80.1 percent owned

by Renault and 19.9 percent owned by Samsung. Additionally,

Samsung

manufactured a range of aircraft from the 1980s to 1990s. The

company was founded in 1999 as Korea Aerospace Industries

(KAI), the result of merger between then three domestic

major aerospace divisions of Samsung Aerospace, Daewoo Heavy

Industries, and Hyundai Space and Aircraft Company. However,

Samsung still manufactures aircraft engines and gas turbines.

2000 to present



In 2001 Samsung Techwin became the sole supplier of a

combustor module for the Rolls-Royce Trent 900 used by

the Airbus A380, the world's largest passenger airliner. Samsung

Techwin is also a revenue-sharing participant in the Boeing's 787

Dream liner GEnx engine program.

In 2010, Samsung announced a 10-year growth strategy centred

around five businesses. One of these businesses was to be

focused on biopharmaceuticals, to which the Company has

committed ₩2.1 trillion.

In December 2011, Samsung Electronics sold its hard disk

drive (HDD) business to Seagate.

In the first quarter of 2012, Samsung Electronics became

the world's largest mobile phone maker by unit sales,

overtaking Nokia, which had been the market leader since 1998.



In the August 21st edition of the Austin American-Statesman,

Samsung confirmed plans to spend 3 to 4 billion dollars

converting half of its Austin chip manufacturing plant to a more

profitable chip. The conversion should start in early 2013 with

production on line by the end of 2013.

On August 24, 2012, a U.S jury ruled that Samsung had to

pay Apple Incorporated US$1.05 billion dollars in damages for

violating its patents on Smartphone technology. Samsung decried

the decision saying that the move could harm innovation in the

sector. It also followed a South Korean ruling that said both

companies were guilty of infringing on each other's intellectual

property. In the first trading after the ruling, Samsung shares on

the Kospi index fell 7.7%, the largest fall since October 24, 2008,

to 1,177,000 Korean won. Apple then sought to ban the sales of

eight Samsung phones (Galaxy S 4G, Galaxy S2 AT&T, Galaxy



S2 Skyrocket, Galaxy S2 T-Mobile, Galaxy S2 Epic 4G, Galaxy S

Showcase, Droid Charge and Galaxy Prevail) in the United States

which has been denied by Judge Koh.

On September 4, 2012, Samsung announced it plans to examine

all of its Chinese suppliers for possible violations of labor policies.

The company said it will carry out audits of 250 Chinese

companies that are its exclusive suppliers to see if children under

the age of 16 are being used in their factories.



Samsung Company at a glance:

Founded 1993

Founder(s) Lee Byung-chull

Headquarters

Samsung Town, Suwon, South Korea

Area served

Worldwide

Key people

Lee Kun-hee (Chairman of Samsung Electronics)

Products Apparel, chemicals, consumer electronics, electronic components, medical equipment, precision instruments, semiconductors, ships, telecommunications equipment

Services Advertising, construction, entertainment, financial services, hospitality, information and communications technology services, medical services, retail

Revenue US$ 220.1 billion (2011)

Net income

US$ 21.2 billion (2011)

Total assets

US$ 343.7 billion (2011)



Total equity

US$ 141.1 billion (2011)

Employees 344,000 (2011)

Subsidiaries

Samsung Electronics Samsung Life Insurance Samsung Heavy Industries Samsung C&T Samsung SDS Samsung Techwin etc.

Website Samsung.com

Acquisitions and attempted acquisitions:

For a company of its size Samsung has made relatively few

acquisitions

Rollel – Swiss watch battle:

Samsung Techwin acquired a German camera-maker Rollei on

1995. Samsung (Rollei) used its optic expertise on the crystals of



a new line of 100% Swiss-made watches, designed by a team of

watchmakers at Nouvelle Piquerez S.A. in

Bassequort, Switzerland. Rolex's decision to fight Rollei on every

front stemmed from the close resemblance between the two

names and fears that its sales would suffer as a consequence. In

the face of such a threat, the Geneva firm decided to confront.

This was also a demonstration of the Swiss watch industry's

determination to defend itself when an established brand is

threatened. Rolex sees this front-line battle as vital for the entire

Swiss watch industry. Rolex has succeeded in keeping Rollei out

of the German market. On 11 March 1995 the Cologne District

court prohibited the advertising and sale of Rollei watches on

German territory.



Fokker, a Dutch aircraft maker:

Samsung lost a chance to revive its failed bid to take over Dutch

aircraft maker Fokker when other airplane makers rejected its

offer to form a consortium. The three proposed partners –

Hyundai, Hanjin and Daewoo – have notified the South Korean

government that they will not join Samsung Aerospace Industries

Ltd.

AST Research:

Samsung bought AST (1994) and tried to break into North

America, but the effort foundered. Samsung was forced to close



the California-based computer maker following mass defection of

research staff and a string of losses.

FUBU clothing and apparel

In 1992, Daymond John had started the company with a hat

collection that was made in his house in the Queens area of

New York City. To fund the company, John had to mortgage his

house for $100,000. With his friends, namely J. Alexander Martin,

Carl Brown and Keith Perrin, half of his house was turned into

the first factory of FUBU, while the other half remained as the

living quarters. Along with the expansion of FUBU, Samsung

invested in FUBU in 1995.

Lehman Brothers Holdings’ Asian operations:



Samsung Securities was one of a handful of brokerages looking

into Lehman Brothers Holdings. But Nomura Holdings has

reportedly waved the biggest check to win its bid for Lehman

Brothers Holdings’ Asian operations, beating out Samsung

Securities, Standard Chartered, and Barclays. Ironically, after few

months Samsung Securities Co., Ltd. and City of London-based N

M Rothschild & Sons (more commonly known simply

as Rothschild) have agreed to form a strategic alliance in

investment banking business. Two parties will jointly work on

cross border mergers and acquisition deals.

MEDISON Co., Ltd. - Ultrasound Monitors:

In December 2010, Samsung Electronics Co. bought MEDISON

Co., Ltd., a South Korean medical-equipment company, the first



step in a long-discussed plan to diversify from consumer

electronics.

Grandis Inc. - memory developer:

In July 2011, Samsung announced that it had acquired spin-

transfer torque random access memory (MRAM) vendor

GrandisInc.Grandis will become a part of Samsung's R&D

operations and will focus on development of next generation

random-access memory.

Samsung and Sony joint venture - LCD display:

On December 26, 2011 the board of Samsung Electronics

approved a plan to buy Sony's entire stake in their 2004 joint



liquid crystal display (LCD) venture for 1.08 trillion won ($938.97

million).

MSpot, Inc - Music Service:

On May 9, 2012, mSpot announced that it had been acquired by

Samsung Electronics with the intention of a cloud based music

service. The succeeding service was Samsung Music Hub.

NVELO, Inc. - Cache Software Developer:

In December 2012, Samsung announced that it had acquired the

privately held storage software vendor NVELO, Inc., based in

Santa Clara, California.] NVELO will become part of Samsung's

R&D operations, and will focus on software for intelligently

managing and optimizing next-generation Samsung SSD storage

subsystems for consumer and enterprise computing platforms.

Neurological - Portable CT scanner:



In January 2013, Samsung announced that it has acquired

medical imaging company Neurological, part of the multinational

conglomerate’s plans to build a leading medical technology

business. Terms of the deal were not disclosed.

Operations:

Samsung Group headquarters at Samsung, Seoul Samsung

comprises around 80 companies. It is highly diversified, with

activities in areas including construction, electronics, financial

services, shipbuilding and medical services.

In FY 2009, Samsung reported consolidated revenues of 220

trillion KRW ($172.5 billion). In FY 2010, Samsung reported

consolidated revenues of 280 trillion KRW ($258 billion), and

profits of 30 trillion KRW ($27.6 billion) (based upon a KRW-USD

exchange rate of 1,084.5 KRW per USD, the spot rate as of



19 August 2011). However, it should be noted that these

amounts do not include the revenues from all of Samsung's

subsidiaries based outside South Korea.

Subsidiaries and affiliates:

As of April 2011 the Samsung Group comprised 59 unlisted

companies and 19 listed companies, all of which had their

primary listing on the Korea Exchange stock-exchange.

Principal subsidiary and affiliate companies of Samsung include:

Ace Digitech:

Ace Digitech is listed on the Korea Exchange stock-exchange

(number 036550).

Cheil Industries:



Cheil Industries is listed on the Korea Exchange stock-exchange

(number 001300).

Cheil Worldwide:

Cheil Worldwide is listed on the Korea Exchange stock-exchange

(number 030000).

Credu:

Credu is listed on the Korea Exchange stock-exchange (number

067280).

Market Korea:

Market Korea is listed on the Korea Exchange stock-exchange

(number 122900).

Samsung Card:



Samsung Card is listed on the Korea Exchange stock-exchange

(number 029780).

Samsung C&T Corporation:

Samsung C&T Corporation is listed on the Korea Exchange

stock-exchange (000830).

Samsung Electro-Mechanics:

Samsung Electro-Mechanics, established in 1973 as a

manufacturer of key electronic components, is headquartered

in Suwon, Gyeonggi-do, South Korea. It is listed on the Korea

Exchange stock-exchange (number 009150).

Samsung Electronics:



Samsung Electronics Co., Ltd. is a multinational electronics and

information Technology Company headquartered in Suwon and

the flagship company of the Samsung Group. Its products include

air conditioners, computers, digital televisions, liquid crystal

displays (including thin film transistors (TFTs) and active-matrix

organic light-emitting diodes (AMOLEDs)), mobile phones,

monitors, printers, refrigerators, semiconductors and telecoms

networking equipment. It is the world's largest mobile phone

maker by unit sales in the first quarter of 2012; with a global

market share of 25.4%.It is also the world's second-largest

semiconductor maker by 2011 revenues (after Intel).

Samsung Electronics is listed on the Korea Exchange stock-

exchange (number 005930).



The headquarters of Samsung Engineering in Seoul

Samsung Engineering:

Samsung Engineering Co., Ltd. is a multinational construction

company headquartered in Seoul. It was founded in January

1970. Its principal activity is the construction of oil refining plants;

upstream oil and gas facilities; petrochemical plants and gas

plants; steel making plants; power generation plants; water

treatment facilities; and other infrastructure. It achieved total

revenues of 9,298.2 billion won (US$8.06 billion) in 2011.

Samsung Engineering is listed on the Korea Exchange stock-


Samsung Fine Chemicals:



Samsung Fine Chemicals is listed on the Korea Exchange stock-


Samsung Fire & Marine Insurance:

Samsung Fire & Marine Insurance Co., Ltd. is a multinational

general insurance company headquartered in Seoul. It was

founded in January 1952 as Korea Anbo Fire and Marine

Insurance Co., Ltd. and was renamed Samsung Fire & Marine

Insurance in December 1993. Samsung Fire & Marine Insurance

offers services including accident insurance, automobile insurance,

casualty insurance, fire insurance, liability insurance, marine

insurance, personal pensions and loans. As of March 2011 it had

operations in 10 countries and 6.5 million customers. Samsung

Fire & Marine Insurance had a total premium income of US$11.7

billion in 2011 and total assets of US$28.81 billion at 31 March



2011. It is the largest provider of general insurance in South

Korea.

Samsung Fire has been listed on the Korea Exchange stock-

exchange since 1975 (number 000810).

Samsung Heavy Industries:

Samsung Heavy Industries Co., Ltd. is a shipbuilding and

engineering company headquartered in Seoul. It was founded in

August 1974. Its principal products are bulk carriers, container

vessels, crude oil tankers, cruisers, passenger ferries, material

handling equipment steel and bridge structures. It achieved total

revenues of 13,358.6 billion won in 2011 and is the world's

second-largest shipbuilder by revenues (after Hyundai Heavy

Industries).



Samsung Heavy Industries is listed on the Korea Exchange stock-


Samsung Life Insurance:

Samsung Life Insurance Co., Ltd. is a multinational life insurance

company headquartered in Seoul. It was founded in March 1957

as Dongbang Life Insurance and became an affiliate of the

Samsung Group in July 1963.Samsung Life's principal activity is

the provision of individual life insurance and annuity products and

services. As of December 2011 it had operations in seven

countries, 8.08 million customers and 5,975 employees. Samsung



Life had total sales of 22,717 billion won in 2011 and total assets

of 161,072 billion won at 31 December 2011. It is the largest

provider of life insurance in South Korea.

Samsung Life Insurance is listed on the Korea Exchange stock-


Samsung Machine Tools:

Samsung Machine Tools of America is a national distributor of

machines in the United States.

Samsung SDI:

Samsung SDI is listed on the Korea Exchange stock-exchange

(number 006400). On December 5, 2012 the antitrust regulators

of European Union fined Samsung SDI and several other major

companies for fixing prices of TV cathode-ray tubes in two cartels

lasting nearly a decade.



Samsung Securities:

Samsung Securities is listed on the Korea Exchange stock-


Samsung Techwin:

Samsung Techwin is listed on the Korea Exchange stock-


Shilla Hotels and Resorts:

Shilla Hotels and Resorts is listed on the Korea Exchange stock-


SI Corporation:

SI Corporation is listed on the Korea Exchange stock exchange

(number 012750).



Joint ventures

Current

aT Grain

State-run Korea Agro-Fisheries Trade Corp. set up the venture,

aT Grain Co., in Chicago, with three other South Korean

companies, Korea Agro-Fisheries owns 55 percent of aT Grain,

while Samsung C&T Corp, Hanjin Transportation Co. and STX

Corporation. Each holds 15 percent.

Brooks Automation Asia:

Brooks Automation Asia Co., Ltd. is a joint venture

between Brooks Automation (70%) and Samsung (30%) which

was established in 1999. The venture locally manufactures and

configure vacuum wafer handling platforms and 300mm Front-

Opening Unified Pod (FOUP) load port modules, and designs,



manufactures and configures atmospheric loading systems for flat

panel displays.

POSCO-Samsung Slovakia Steel Processing Center:

Company POSS - SLPC s.r.o. was founded in 2007 as a

subsidiary of Samsung C & T Corporation, Samsung C & T

Deutschland and the company POSCO.

Samsung Air China Life Insurance:

Samsung Air China Life Insurance Co., Ltd. is a 50:50 joint

venture between Samsung Life Insurance and China National

Aviation Corporation. It was established in Beijing in July 2005.

Samsung Bioepis:

Samsung Bioepis is a joint venture between Samsung Biologics

(85%) and the United States-based Biogen Idec (15%).



Samsung Biologics:

Samsung Electronics Co. and Samsung Ever land Inc. will each

own a 40 percent stake in the venture, with Samsung C&T Corp.

and Durham, North Carolina-based Quintiles each holding 10

percent. It will contract-make medicines made from living cells,

and Samsung Group plans to expand into Producing copies of

biologic including Rituxan ,theleukemia and lymphoma treatment

sold by Roche Holding AG and Biogen Idec Inc.

Samsung BP Chemicals:

Samsung BP Chemicals Co., Ltd is a 50:50 joint venture between

Samsung and the United Kingdom-based BP, which was

established in 1989 to produce and supply high-value-added

chemical products.

Samsung Corning Precision Glass:



Samsung Corning Precision Glass is a joint venture between

Samsung and Corning, which was established in 1973 to

manufacture and market cathode ray tube glass for black and

white televisions. The company’s first LCD glass substrate

manufacturing facility opened in Gumi, Korea in 1996.

Samsung Sumitomo LED Materials:

Samsung Sumitomo LED Materials is a Korea-based joint venture

between Samsung LED Co., Ltd., an LED maker based in

Suwon, Korea-based and the Japan-based Sumitomo Chemical.

The JV will carry out research and development, manufacturing,

and sales of sapphire substrates for LEDs.

Samsung Thales:



Samsung Thales Co., Ltd. (until 2001 known as Samsung

Thomson-CSF Co., Ltd.) is a joint venture between Samsung

Techwin and the France-based aerospace and defence

company Thales. It was established in 1978 and is based in

Seoul.

Samsung Total:

Samsung Total is a 50:50 joint venture between Samsung and

the France-based oil group Total S.A. (more specifically Samsung

General Chemicals and Total Petrochemicals).

SB LiMotive:

SB LiMotive is a 50:50 joint company of Robert Bosch GmbH

(commonly known as Bosch) and Samsung SDI founded in June

2008. The joint venture develops and manufactures lithium-ion



batteries for use in hybrid-, plug-in hybrid vehicles and electric

vehicles.

SD Flex:

SD Flex Co., Ltd. was founded on October 2004 as a joint

venture corporation by Samsung and DuPont, one of the world's

largest chemical company.

Sermatech Korea:

Sermatech owns 51% of its stock, while Samsung owns the

remaining 49%. The U.S. firm

Sermatech International, for a business focusing on highly

specialized aircraft construction processes such as special welding

and brazing.

Siam Samsung Life Insurance:



Samsung Life Insurance holds a 37% stake while Saha Group

also has a 37.5% stake in the joint venture, with the remaining

25% owned by Thana chart Bank.

Toshiba Samsung Storage Technology:

Toshiba Samsung Storage Technology Corporation (TSST) is joint

venture between Samsung Electronics and Toshiba of Japan

which specializes in optical disc drive manufacturing. TSST was

formed in 2004, and Toshiba owns 51% of its stock, with

Samsung owns the remaining 49%.

Alpha Processor:

In 1998, Samsung created a U.S. joint venture with Compaq—

called Alpha Processor Inc. (API)--to help it enter the high-end



processor market. The venture was also aimed at expanding

Samsung's non-memory chip business by fabricating Alpha

processors. At the time, Samsung and Compaq invested $500

million in Alpha Processor.

GE-Samsung Lighting:

GE Samsung Lighting was a joint venture between Samsung and

the GE Lighting subsidiary of General Electric. The venture was

established in 1998 and was broken up 2009.

Global Steel Exchange:

Global Steel Exchange was a joint venture formed in 2000

between Samsung, the United States-based Cargill, the

Switzerland-based Duferco Group, and the Luxembourg-based

Trademarked (now part of the ArcelorMittal), to handle their online

buying and selling of steel.



S-LCD:

S-LCD Corporation was a joint venture between Samsung

Electronics (50% plus one share) and the Japan-based Sony

Corporation (50% minus one share) which was established in

April 2004. On December 26, 2011, Samsung Electronics

announced that it would acquire all of Sony's shares in the

venture.

Partially owned companies:

AtlanticoSul:

Samsung Heavy Industries currently owns 10 percent of the

Brazilian shipbuilder AtlanticoSul, which operates the largest

shipyard in South America.



Joao Candido, the largest ship built to date in Brazil, was built by

AtlanticoSul with technology supplied by Samsung Heavy

Industries.

DGB Financial Group:

Samsung Life Insurance currently holds a 7.4% stake in the

South Korean banking company DGB Financial Group, making it

the largest shareholder.

Doosan Engine:

Samsung Heavy Industries currently holds a 14.1 percent stake

in Doosan Engine, making it the second-biggest shareholder.

Korea Aerospace Industries:

Samsung Techwin currently holds a 10 percent stake in Korea

Aerospace Industries (KAI). Other major shareholders include the



state-owned Korea Finance Corporation (26.75 percent), Hyundai

Motor (10 percent) and Doosan (10 percent).

MEMC KOREA:

MEMC's joint venture with Samsung Electronics Company, Ltd. In

1990, MEMC entered into a joint venture agreement to construct

a silicon plant in Korea.

Rambus Incorporated:

Samsung currently owns 4.19 percent of Rambus Incorporated.

Renault Samsung Motors:

Samsung currently owns 19.9 percent of the automobile

manufacturer Renault Samsung Motors.

Seagate Technology:



Samsung currently owns 9.6 percent of Seagate Technology,

making it the second-largest shareholder. Under a shareholder

agreement, Samsung has the right to nominate an executive to

Seagate’s Board of Directors.

SungjinGeotec:

Samsung Engineering holds a 10 percent stake in SungjinGeotec,

an offshore oil drilling company that is a subsidiary of POSCO.

Taylor Energy:

Taylor Energy is an independent American oil company that drills

in the Gulf of Mexico based in New Orleans, Louisiana. Samsung

Oil & Gas USA Corp., subsidiaries of Samsung, currently owns

20% of Taylor Energy.



Major customers:

The world's largest oil and gas project, Sakhalin II- Lunskoye

platform under construction. The topside facilities of the LUN-A

(Lunskoye) and PA-B (PiltunAstokhskoye) platforms are being built

at the Samsung Heavy Industry shipyard in South Korea.

Major customers of Samsung include:

Royal Dutch Shell

Samsung Heavy Industries will be the sole provider of liquefied

natural gas (LNG) storage facilities worth up to US$50 billion

to Royal Dutch Shell for the next 15 years.

Shell has unveiled plans to build the world's first floating liquefied

natural gas (FLNG) platform. At Samsung Heavy Industries'

shipyard on Geoje Island in South Korea, work is about to

start on a "ship" that, when finished and fully loaded, will weigh



600,000 tonnes – the world's biggest "ship". That is six times as

much as the biggest US aircraft carrier.

United Arab Emirates government

A consortium of South Korean firms - including Samsung, Korea

Electric Power Corp and Hyundai - has won a deal worth 40

billion dollars to build nuclear power plants in the United Arab

Emirates.

Ontario government

The government of the Canadian province of Ontario signed off

one of the world's largest renewable energy projects, signing a

$6.6bn deal that will result in 2,500 MW of new wind and solar

energy capacity being built. Under the agreement a consortium –

led by Samsung and the Korea Electric Power Corporation – will

manage the development of 2,000 MW-worth of new wind



farms and 500 MW of solar capacity, while also building a

manufacturing supply chain in the province.

Organizational structure:

Board of directors/ceo/chairman

President

Advisor

House

counsel

Assistant to

the chairman

auditor Chief

Accountant



BOARD OF DIRECTORS

Oh-Hyun Kwon

CFO CMO CPO coo cco

Vise

president

Vise

president/finance



• ViceChairman& CEO, Samsung Electronics, Head, Device

Solutions, Samsung Electronics (2012~Present).

Gee-Sung Choi

• Head, Corporate Strategy Office (2012~Present)

Ju-Hwa Yoon

• President& CFO, DMC Management Office, Samsung

Electronics,

President & CFO, Corporate Management Office, Samsung

Electronics (2011~Present)

Dong-Min Yoon

• Attorney at Law, Kim & Chang Law Office (1999~Present)

In-Ho Lee

• Corporate Advisor, Shinhan Bank (2009~2011)



Han-Joong Kim

• Professor Emeritus, Yonsei University (2012~Present)

Byeong-Gi Lee

• Professor of Electrical Engineering, Seoul National University

(1986~Present)

Functional Chart

CFO CMO CPO coo cco

CPO

Purchasing

Receiving

and Intentry

Customer

service

Retail

Sales



Wholesale

sales

Order

Entry

Accounting

and billing



SAMSUNG'S HISTORY AND ACHIEVEMENT

From its inception as a small export business in Taegu, Korea, Samsung has

grown to become one of the world’s leading electronics companies, specializing

in digital appliances and media, semiconductors, memory, and system

integration. Today Samsung's innovative and top quality products and processes

are world recognized. This timeline captures the major milestones in Samsung's

history, showing how the company expanded its product lines and reach, grew

its revenue and market share, and has followed its mission of making life better

for consumers around the world.

Pioneering the Digital Age

The digital age has brought revolutionary change – and opportunity – to global

business, and Samsung has responded with advanced technologies, competitive

products, and constant innovation.

Present - 2000 Pioneering the Digital Age

2000 - 1997 Advancing the Digital Frontier

1997 - 1994 Becoming a Global Force

1994 - 1990 Competing in a Changing Tech World

1990 - 1980 Entering the Global Marketplace

1980 - 1970 Diversifying in Industries and Electronics

1970 - 1938 Samsung’s Beginnings

http://www.samsung.com/in/aboutsamsung/corporateprofile/history.html

http://www.samsung.com/in/aboutsamsung/corporateprofile/history01.html








2000-Present Pioneering the Digital Age

The digital age has brought revolutionary change – and opportunity – to global

business, and Samsung has responded with advanced technologies, competitive

products, and constant innovation. At Samsung, we see every challenge as an

opportunity and believe we are perfectly positioned as one of the world's

recognized leaders in the digital technology industry.

Our commitment to being the world's best has won us the No.1 global market

share for 13 of our products, including semiconductors, TFT-LCDs, monitors

and CDMA mobile phones. Looking forward, we're making historic advances in

research and development of our overall semiconductor line, including flash

memory and non-memory, custom semiconductors, DRAM and SRAM, as well

as producing best-in-class LCDs, mobile phones, digital appliances, and more.



CHAPTER-4

DATA ANALYSIS AND



INTERPRETATION



TABLE 1

Table showing ages of Respondents:

Sl.No. Age (years) No.of

Respondents

Percentage

1 18-25 15 18.75%

2 25-30 26 32.50%

3 35-40 33 41.25%

4 Above 40 6 7.50%

Total 80 100



GRAPH -1

0

5

10

15

20

25

30

35

15

26

33

6

NU

MB

ER O

F R

ESP

ON

DEN

TS

MONTHLY INCOME OF RESPONDENTS

18-25 25-30 35-40 Above 40



TABLE 2

Table showing Gender of Respondents:

Sl.No. Gender No.of

Respondents

Percentage

1 male 52 65%

2 Fe-male 28 35%

Total 80 100



GRAPH -2

0

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20

30

40

50

6052

28

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male fe-male



TABLE 3

Table showing occupation of Respondents:

Sl.No. Age (years) No.of

Respondents

Percentage

1 Businessman 09 11.25%

2 Employed 39 48.75%

3 Doctor 03 3.75%

4 Students 29 36.25%

Total 80 100



GRAPH -3

0

5

10

15

20

25

30

35

40

9

39

3

29

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businessman employed

doctor students



TABLE 4

Table showing Monthly income of Respondents:

Sl.No. Income No.of

Respondents

Percentage

1 Below Rs.10000 05 06%

2 Rs.10000-

Rs.20000

36 45%

3 Rs.20000-Rs

.30000

24 30%

4 Above Rs.30000 15 19%

Total 80 100

ANALYSIS:



The above table shows that 45% of the respondents belong to

the income group of Rs.10,000-Rs20,000. The people of income

group RS 20,000-30,000 with 30% follow them respectively.

As income group ABOVE RS 30,000 are followed with 19%

respectively. And 6% of respondents with an income group of

below 10,000/- per month.

This is represented with a graph.

GRAPH -4

0

5

10

15

20

25

30

35

40

5

36

24

15

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INFERENCE:

From the survey it is clear that the middle-high class group of

people is much going for the Samsung products.



TABLE 5

Table showing from where Respondents get information about

Samsung:

Sl.No. Source No.of

Respondents

Percentage

1 Advertisements 50 64%

2 Dealers 07 08%

3 Friends &

Relatives

15 19%

4 Mechanics 08 09%

Total 80 100%

ANALYSIS:



According to the survey, the customers are mainly

influenced by the advertisements in different Medias, which stand

at 64%. Friends and relatives next to follow with 19%, which

influences to buy the Samsung products And 9% & 8% of

respondents obtained the information through mechanics and

dealers respectively.


GRAPH-5

10

20

30

40

50

50

7

15

8

NUMBER OF RESPONDENTS

HOW RESPONDENTS GET INFORMATION ABOUT SAMSUNG

PRODUCTS?



INFERENCE:

From the survey it is clear that people due to advertisement

much going for Samsung products.



TABLE 6

Table showing total number of brands considered before buying

Samsung products:

Sl.No. No.of

Brands

No.of

Respondents

Percentage

1 One 00 00%

2 Two 14 18%

3 Three 58 72%

4 Four &

above

08 10%

Total 80 100%



ANALYSIS:

72% of the customers have considered three brands before taking

the final decision to buy the Samsung products, and 18% of the

customers have considered two brands. And 10% of respondents

have considered four and above brands before buying Samsung

products.


GRAPH-6

0

10

20

30

40

50

60

0

14

58

8


NUMBER OF BRANDS CONSIDERED BY RESPONDENTS BEFORE BUYING

SAMSUNG PRODUCTS



INFERENCE:

This shows that the Samsung is competing with at least 3 brands

of products in the market and stands in its own position in sales.

TABLE 7



Table showing time taken for final decision to buy Samsung

products by the Respondents:

Sl.No. Time taken No.of

Respondents

Percentage

1 Within a Week 10 12%

2 Within a

Month

15 19%

3 Within 3

Months

43 54%

4 Above 3

Months

12 15%

Total 80 100%



ANALYSIS:

By the above table it is clear that 54% of the respondents took

time for final decision to buy the Samsung products. Respectively

19% of the costumers next to follow within a month to buy the

same.And 12% & 15% of the respondents took time for final

decision to buy BSNL that is within a week and above 3 months

respectively.


GRAPH-7

W

i

t

h

W

i

t

h

i

n

W

i

t

h

i

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A

b

o

v

e

3…

0

10

20

30

40

50

10

15

43

12

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TIME TAKEN FOR FINAL DECISION TO BUY SAMSUNG PRODUCTS BY THE

RESPONDENTS



INFERENCE:

This makes clear that the consumers will be always aware

regarding the market and they take time to think, to go for any

product.



TABLE 8

Table showing who makes the final decision to buy the

Samsung product:

Sl.No. Decision taken

by

No. of

Respondents

Percentage

1 Solely 22 27%

2 Along with

parents

19 24%

3 Spouse 28 35%

4 Friends 11 14%

5 Children 00 00%



6 Others 00 00%

Total 80 100%

ANALYSIS:

The above table shows that 35% of the consumers made

decision with spouse. And secondly 27% of the customers took

decision solely. Along withparents as next to follow with 24%. &

14% of the respondents made their decision with friends

regarding buying the Samsung products.


GRAPH-8

25

30

22

28

WHO MADE THE FINAL DECISION IN BUYING SAMSUNG PRODUCT



INFERENCE:

From the above, it is clear greater no. of consumer made

decision with spouse.



TABLE 9

Table showing how often the Samsung product is used by the

respondents.

Sl.No. Frequency No.of

Respondents

Percentage

1 Every day 62 78%

2 Weekly 14 17%

3 Occasionally 04 05%

Total 80 100%

ANALYSIS:



This table shows that the 78% respondents of use the telephone

for daily use. And 17% of the customers are next to follow with;

who use the Samsung weekly. And 5% of the respondents use

their cars occasionally

Even this is represented in the form of graph.

GRAPH-9

0%

100% 78%

17%

5%

FREQUENCY OF SAMSUNG PRODUCTS USED BY THE

RESPONDENTS

Every day Weekly Occasionally



INFERENCE:

From this graph we can make out that businessmen, individuals,

professionals, small family and office going people are the most

using the SAMSUNG PODUCTS.

TABLE 10



Table showing number of users of SAMSUNG PODUCTS in a

family:

Sl.No. Users No.of

Respondents

Percentage

1 One 43 53%

2 Two 19 24%

3 Three 14 18%

4 Four &

above

04 05%

Total 80 100%

ANALYSIS:



This table shows that the 53% of the respondents use the care

solely. Two users are next to follow with 24% respectively. Three

users are next to follow with 18% respectively.

This is represented in the graphical form.

GRAPH-10

53%

24%

18%

5%

NUMBER OF USERS OF SUMSANG IN A FAMILY

One Two Three Four & above



INFERENCE:

Here 53% of the respondents opinioned that telephone are used

by one person in the family. And 24% of the respondents

opinioned that telephone are used by two persons in the family.

And 18% of them claimed that 3 persons are using the telephone

in the family. 5% respondents opinioned that 4 and above use

the telephone in the family.

TABLE 11



Table showing how the Respondents rate the new technology

in SAMSUNG PRODUCTS:

Sl.No. Opinion No.of

Respondents

Percentage

1 Fair 09 11%

2 Good 55 69%

3 Excellent 16 20%

4 Not upto expected

level

00 00%

Total 80 100%

ANALYSIS:



This table clearly the 69% indicates that the customers find

GOOD technology and 20% 0f the respondents follow with the

opinion EXCELLENT. And remaining 11% of the respondents with

the opinion of FAIR.

This is represented in the graphical form.

GRAPH-11

Fair

Good

Excel…

Notup…

0

10

20

30

40

50

60

9

55

160


OPINION ABOUT NEW TECHNOLOGY IN SAMSUNG PRODUCT

Fair Good Excellent Not upto expected level



INFERENCE:

From the survey it is clear that majority of the respondents gave

their opinion about new technology in Samsung products as good

technology.

TABLE 12



Tables showing how often the Respondents go for

Service:

Sl.No. Frequency No.of

Respondents

Percentage

1 Weekly 00 00%

2 Monthly 16 20%

3 Once in 3

Months

44 55%

4 Once in 6

Months

12 16%

5 Not frequently 08 09%



Total 80 100%

ANALYSIS:

This table shows that the 55% of the respondents go for service

ONCE IN 3 MONTHS. And other 20% of the respondents go for

ONCE IN 6 MONTHS. And next to follow is with 16% of the

respondents go ONCE IN A MONTH.

This is represented in graphical form.

GRAPH-12

0%

20%

55%

16%

9%

HOW OFTEN THE RESPONDENTS GO FOR SERVICING THE SAMSUNG PRODUCT

Weekly Monthly Once in 3 Months



INFERENCE:

From the survey it is clear that majority of the respondents go for

service once in a 3 months.

TABLE 13



Table showing the Quality of SAMSUNG PODUCTS:


Respondents

Percentage

1 Excellent 15 19%

2 Good 54 67%

3 Fair 11 14%

4 Poor 00 00%

Total 80 100%

ANALYSIS:

From the above table it is clear that 67% of the customers

believes that the Samsungs products are GOOD. And are rated



as excellent by the 19% of the respondents and as by the 14%

respondents says fair.

This is represented in a graphical form.

GRAPH-13

0

10

20

30

40

50

60

15

54

11

0


OPINION ABOUT QUALITY OF

SAMSUNG PRODUCT

Excellent Good Fair Poor



INFERENCE:

This makes clear that most of customer believe that the qualities

of SAMSUNG PRODUCTS are good.

TABLE 14



Table showing the rate of the Samsung product concerned

with price:

Sl.No. Rate No. of

Respondents

Percentage

1 Cheap 00 00%

2 Reasonable 64 80%

3 Too Costly 16 20%

Total 80 100%

ANALYSIS:

This table clearly shows that the respondents have shown

satisfactory results with spares concerned with price factor, which



stands at 80%. No respondents consider it as low price.Too

costly as next to follow with 20% respectively.


GRAPH-14

0%

80%

20%

HOW THE RATE OF THE SAMSUNG PRODUCT CONCERNED WITH PRICE

Cheap Reasonable Too Costly



INFERENCE:

From the above, it is clear that the respondents believe that the

rate of call concerned with prices should be reasonable.

TABLE 15



Table showing satisfaction of respondents regarding

service of SAMSUNG PODUCTS:


Respondents

Percentage

1 Excellent 14 18%

2 Good 58 72%

3 Fair 08 10%

4 Poor 00 00%

Total 80 100%

ANALYSIS:

This table shows with regards to satisfaction of respondents. 72%

of the respondents were highly satisfied with the service done by



the company. This shows that the wide range of customers have

accepted the service renders capability.And 18% & 10% of the

respondents consider excellent and fair respectively


GRAPH-15



INFERENCE:

The above survey shows that most of the respondents believe

that the service done by the companies are good.

CHAPTER-5

0

10 0

Excellent Good Fair Poor



SUMMARY OF

FINDINGS AND

CONCLUSION

SUMMARY OF MAIN FINDINGS

1) 41.25% of the respondants are aged between 35-40.

2) 65% of respondants are male.



3) 48.75% of the customers are professionals and 30% of

them are self employed and salaried.

4) 45% of the customer’s monthly income is between Rs.

10000/- to 20000Rs.

5) 64% of the customers get to know about Samsung products

through advertisement.

6) Most of the times, three brands are considered before

buying Samsung products.

7) Spouse makes the final decision to buy the Samsung

8) 80% o the customers have not received any compliment

form the SAMSUNG for any occasions.

9) From the survey I found out that the respondents believe

that the rate of call concerned with prices should be

reasonable.



10) From the survey I found out thatmost of the respondents

believe that the service done by the companies are good.

CONCLUSION

To sum up the art of consumer behaviour plays a very significant

role contributing to the organization’s goals, image, survival and

growth.

When consumer satisfaction is improved it spreads satisfaction to

the employees, supervisors, manager . It even helps society and

the nation through better utilization of the resources of the

SAMSUNG.

The SAMSUNG has adopted so many new techniques to attract

the customers. But there is no effective implementation. If done

effectively the SAMSUNG not only satisfy the customers but it



can also delight them, which is very important for the growth of

business of the bank.

Many experts have played very important role in consumer

behaviour technique. Every bank or organizations has to select

the right techniques suitable for the organization so as to give full

satisfaction to the customers.



CHAPTER-6

RECOMMENDATIONS

AND SUGGESTIONS



RECOMMENDATIONS AND SUGGESTION

1) Schemes: Attractive schemes should be provided for the

customers and also the SAMSUNG should start giving more

facility to its customers without much complications.

2) Compliments: SAMSUNG can provide its customers with

compliment gifts like “calendar” or a “dairy” notifying where

the customers are delighted.

3) Customer research study: The SAMSUNG can do a

customer research study, yearly or half yearly to get more



information about the customer’s likes, dislikes and can

change the attitudes and policies to provide satisfaction to

the customers.

4) Advertisement: SAMSUNG customer are unaware of its

schemes, other schemes, simply because the lacks publicity,

so it requires more advertisement.

Advertisement can be made in the following ways according

to the SAMSUNG convenient:

a) Advertisement can be made through print media & TV

5) Training schemes for employees: The SAMSUNG should

implement a well designed training scheme for employees

with regard to the proper



method like TQM (Total Quality Management), PD (Product

development), stimulation which helps in dealing with

customers that inturn will help both the customers and also

the SAMSUNG to improve its business.

6) The foremost suggestion, which I have to give, is reduction

in minimum balance and initial deposit. They must reduce to

some minimum amount.

7) Reception area: To avoid waiting time of customers the

SAMSUNG can provide enough number of chairs with TV

and light music facility, which in turn help in reducing the

burden of waiting time.

8) SAMSUNG should provide the convenient parking facility to

the customers.



9) Response from the employees: All employees should give

proper response to the employees when customers have

any doubts.

10) Majority of the customers of SAMSUNG feel that service is

good but not excellent.

11) Awareness of some of the services like Campus, Senior

citizens services among the people is less.

12) Door service facility: SAMSUNG was introducing the door

service facility but they are not implementing effectively. So

customers are dissatisfying with this facility.



13) SAMSUNG is concentrating only a high class and higher

middle class people. It has to concentrate on lower middle

class people also.



CHAPTER-7



APPENDICES AND

ANNEXURES

APPENDICES AND ANNEXURES



QUESTIONNAIRE

TITLE: A STUDY ON CUSTOMER SATISFACTION

TOWARDS SAMSUNG

Respected Sir/Madam

I am MOHAMMED GUFRAN, III year BBM student, as part of my

curriculum I am preparing a project report on the title A STUDY

ON- “CONSUMER SATISFACTION TOWARDS SAMSUNG”. So

kindly lend me few valuable minutes for your response.

Name:

.

Address:

.



Mobile No: .

Occupation:

.

1.AGE

18-25 [ ]

25-30 [ ]

30-35 [ ]

40&above [ ]



2. Gender:-

Male [ ]

Female [ ]

3. OCCUPATION:-

Businessman [ ]

Employed [ ]

Doctor Housewife [ ]

Students [ ]



4. ANNUAL INCOME:-

Below 10,000 [ ]

10,000-20,000 [ ]

20,000-30,000 [ ]

Above 30,000 [ ]

5. Have you seen the advertisement of Samsung? If yes

which media?

Television [ ]

Newspaper [ ]

Magazine [ ]

Hoardings [ ]

6. Total number of brands considered before buying Samsung

products?



One [ ]

Two [ ]

Three [ ]

Four & Above [ ]

7. How much time taken for final decision to buy Samsung

products by you?

Within a Week [ ]

Within a Month [ ]

Within 3 Months [ ]

Above 3 Months [ ]

8. Who makes the final decision to buy the Samsung product?

Solely [ ]



Along with parents [ ]

Spouse [ ]

Friends [ ]

9How often the Samsung product is used by you?

Every day [ ]

Weekly [ ]

Occasionally [ ]

10. How many Number of users of SAMSUNG PRODUCTS in a

family?

One [ ]



two [ ]

Three [ ]

four& above [ ]

11. How will you rate the new technology in SAMSUNG

PRODUCTS?

Fair [ ]

Good [ ]

Excellent [ ]

Not Satisfactory [ ]

12. How often the you go for Service?

Weekly [ ]

Monthly [ ]

Once in 3 Months [ ]



Once in 6 Months [ ]

Not frequently [ ]

13. How will you rate the Samsung product concerned with price?

Cheap [ ]

Reasonable [ ]

Too costly [ ]

14. Are you satisfy with the service of Samsung product?

Excellent [ ]

Good [ ]

Fair [ ]

Poor [ ]



Thank you for your Kind and Honest response

Date: -

Sign/-



CHAPTER-8

BIBLIOGRAPHY



REFERENCES

Books:

NAME OF THE BOOKAUTHOR

Marketing management Philip Kotler

Product Management M . shiv Kumar

Business Research Method Reddy, Appannaiah

Website:

www.google.com

www.Samsung.org.

www.Samsung.co.in.

News paper:

Times of India

Magazine:

Business Today

