ToG. M. Shafayet Ullah Course Instructor, MKT 201BRAC Business School BRAC University  Subject: Submission of Term Paper Dear Sir, It gives us immense pleasure to submit our report on “Samsung Galaxy S 3”. This report

was assigned to us as a completion of the course “Principles of Marketing”, MKT201. It

mainly covers the total marketing side of our product Samsung Galaxy S 3.

 At every phase of making this report, we tried to enhance our knowledge about the

policies that prevail in the industrialization of the country’s economy. This report will try

to give the picture of our efforts and seriousness.

 

We would be keen to assist for interpreting our report or any other further clarification if

required. We will appreciate your valuable inquiries and suggestions on the report.

 

Sincerely yours,

Background of the Company

History

Samsung Electronics Co. Ltd. is a South Korean multinational electronics and information

technology company headquartered in Suwon, South Korea. It is the flagship subsidiary of the

Samsung Group and has assembly plants and sales networks in 61 countries across the world,

employing over 200,000 people. It is the world's largest mobile phone maker, world's largest

television manufacturer and world's second-largest semiconductor chip maker (after Intel

Corporation). In 2009, the company became the world's-largest IT producer, surpassing the

previous leader, Hewlett-Packard. Its sales revenue in the areas of display devices (LCD and

LED) and memory chips is the world's highest. Samsung has dominated the world television

market in the latter half of the 21st century's first decade, having sold the most televisions

globally from 2006 to 2010 (projections in 2010 indicated that this trend would continue). In the

global LCD panel market, the company has maintained the leading sales position for eight years

in a row. With the introduction of the Samsung Galaxy S mobile phone, the company's

smartphone lineup was first place in terms of global sales figures for 2011. Samsung has also

established a prominent position in the tablet computer market, with the release of the Android-

powered Samsung Galaxy Tab to compete with the iPad from Apple.

1969 to 2000

Samsung Electric Industries was established as a subsidiary of Samsung Group in 1969 in

Suwon, South Korea. Its early products were electronic and electrical appliances including

televisions, calculators, refrigerators, air conditioners and washing machines. By 1981, the

company had manufactured over 10 million black-and-white televisions. In 1970, Samsung

Group established another subsidiary, Samsung-NEC, jointly with Japan's NEC Corporation to

manufacture home appliances and audiovisual devices. In 1974, the group expanded into the

semiconductor business by acquiring Korea Semiconductor, one of the first chip-making

facilities in the country at the time. The acquisition of Korea Telecommunications, an electronic

switching system producer, was completed at the start of the next decade in 1980. In February

1983, Samsung's founder, Lee Byung-chull, made an announcement later dubbed the "Tokyo

declaration," in which he declared that Samsung intended to become a DRAM (dynamic random

access memory) vendor. One year later, Samsung became the third company in the world to

develop a 64kb DRAM.[citation needed] In 1988, Samsung Electric Industries merged with

Samsung Semiconductor & Communications to form Samsung Electronics. To become the top

brand in the electronics business, Samsung has invested heavily in marketing and branding. In

1996, the company devised a plan outlining a commitment to sponsor major sporting events,

subsequently becoming an official sponsor for the 1998 Winter Olympics held in Nagano, Japan.

Samsung has become a brand that is frequently associated with large sporting events.

2000 to 2010

At the commencement of the 21st century, company representatives stated that Samsung's

primary goal was to catch up with its Japanese rivals. As of 2011, the corporation is

outperforming the major Japanese electronics manufacturers in many categories—in terms of

global market share, Samsung was number one in flat-panel televisions, memory chips and

mobile handsets; and it assumed the leading sales position for smart phones, overtaking Apple in

the third quarter of 2011. Previously, in 2010, Samsung was one of the top suppliers in the home

appliances market. For four consecutive years, from 2000 to 2003, Samsung posted net earnings

higher than five-percent; this was at a time when 16 out of the 30 top South Korean companies

ceased operating in the wake of the unprecedented crisis. In 2005, Samsung surpassed Japanese

rival, Sony, for the first time to become the world's twentieth-largest and most popular consumer

brand, as measured by Inter brand. In 2006, Business Week rated Samsung in twentieth place on

its list of global brands and second in the electronics industry. The publication also ranked

Samsung as twentieth in terms of innovation. In 2007, Samsung Electronics became the world's

second-largest mobile-phone maker, overtaking Motorola for the first time. In 2009, Samsung

became the world's largest technology company, overtaking both Siemens and Hewlett-Packard,

with a revenue of US$117.4 billion. Furthermore, the company's semiconductor division is the

world's largest producer of memory chips and the second largest for semiconductor

manufacturing. (this has been the case for DRAM and SRAM for over a decade). In 2009 and

2010, the US and EU fined the company, together with eight other memory chip makers, for its

part in a price-fixing scheme that occurred between 1999 and 2002. Other companies fined

included Infineon Technologies, Elpida Memory and Micron Technology. In December 2010,

the EU granted immunity to Samsung Electronics for acting as an informant during the

investigation (LG Display, AU Optronics, Chimei InnoLux, Chunghwa Picture Tubes and

HannStar Display were implicated as result of the company's intelligence).

2010 to present

Despite consistent growth, Samsung, along with its chairman Lee Kun-hee, has developed a

reputation for insecurity regarding its financial stability and the potential for future crises to

arise. Since returning from a temporary retirement period in March 2010, Kun-hee stated that

"Samsung Electronics' future is not guaranteed because most of our flagship products will be

obsolete in 10 years from now." According to the 2011 "Top 100" brand list compiled by

Millward Brown, a British brand consultancy firm, Samsung ranked at 67th position and was one

of the world's most valuable brands, with a period of significant growth during the 2009–2010

period (the corporation's brand value, estimated to be as much as US$1.1 billion, grew by 80

percent during this time). In the "World's Most Reputable Companies" 2011 list, published by

the Reputation Institute, Samsung Electronics was placed at 22nd, consistent with the previous

year (a significant advancement occurred between 2009 and 2010 when the company leaped

from 75th position). The company was also ranked 11th in the "50 Most Innovative Companies

2010" list put out by Business Week, a five-notch increase from the previous year's 16th.

Samsung has emphasized innovation in its management strategy since the early 2000s and it

again highlighted innovation as part of core strategies when it announced the Vision 2020 in

which the company set an ambitious goal of reaching $400 billion in annual revenues within ten

years. In order to cement its leadership in the areas of memory chip and television production,

the company has invested aggressively in research and development. The company has 24

research-and-developement centers around the world. In the 2010 Business Week innovation

ranking, Apple and Google retained the leading positions as in the 2009 list, followed by

Microsoft, which gained one notch from 2009's fourth place. In April 2011, Samsung Electronics

sold its HDD commercial operations to Seagate Technology for approximately US$1.4 billion.

The payment was composed of 45.2 million Seagate shares (9.6 percent of shares), worth

US$687.5 million, and a cash sum for the remainder. In the first quarter of 2012, the company

became the highest-selling mobile phone company when it overtook Nokia, selling 93.5 million

units compared to Nokia's 82.7 million units. Samsung also became the largest smart phone

vendor as a result of strong sales of its Galaxy SII, Galaxy SIII and Galaxy Note devices.

The company focuses on four areas: digital media, semiconductor, telecommunication network,

and LCD digital appliances. The digital-media business area covers computer devices such as

laptop computers and laser printers; digital displays such as televisions and computer monitors;

and consumer entertainment devices such as DVD players, MP3 players and digital camcorders;

and home appliances as refrigerators, air conditioners, air purifiers, washers, microwave ovens,

and vacuum cleaners. The semiconductor-business area includes semiconductor chips such as

SDRAM, SRAM, NAND flash memory; smart cards; mobile application processors; mobile TV

receivers; RF transceivers; CMOS Image sensors, Smart Card IC, MP3 IC, DVD/BD/HD-DVD

Player SOC and multi-chip package (MCP); and storage devices such as optical disc drives and

formerly hard disk drives. The telecommunication-network-business area includes multi-service

DSLAMs and fax machines; cellular devices such as mobile phones, PDA phones, and hybrid

devices called mobile intelligent terminals (MITs); and satellite receivers. The LCD business

area focuses on producing TFT-LCD and organic light-emitting diode (OLED) panels for

laptops, desktop monitors, and televisions.

Achievements

1992 Purchased Prostar Telecom Inc.

1996 Est. Dallas HQ & Expanded Telecom Products

1997 Consolidated Telecom R&D (San Jose/Boston Maryland; Sprint Becomes First Customer)

2001 CDMA W/S 1st Biz in North America: Sprint; HHP Customer Expanded to T-Mobile &

Verizon

2002 HHP Customer Expanded to AT&T

2006 Achieved over 100 Million HHP Units Shipped

2008 Achieved HHP M/S #1 in U.S. (since 08'3Q); '08 YTD HHP Sales over $5 Billion

2009 Achieved over 200 Million HHP Units Shipped; '09 Estimated HHP Sales over $6 Billion

Our prestigious Customers:

    Kanchan Computech (P) Ltd. Believe in maintaining good relationship with their customer and for the same we provide best Product and after sales service so that our customer should delighted and get more and more satisfaction in dealing with us again and again. Due to our quality Product and proper after sales service we have a no of good client’s list in our bag.

    Some of them are follows: -

Ø      B.M. Birla Science and Technology Centre.

Ø      Boston Scientific International.

Ø      Business Information & Processing Services.

Ø      Compro.

Ø      Dena Bank.

Ø      Dainik Bhaskar.

Ø      Director Archaeology & Museum.

Ø      Executive Engineer PWD.

Ø      Hastkala.

Ø      Goyal Colour Lab.

Ø      R.T.O.

Ø      V.M.  Mehata & Associats.

Ø      Weldflux Chamicals & Minirals.

Social Responsibility

Samsung recognizes that your

choice of workplace is affected by

more than benefits and

compensation. Many in the

workforce want to work for an

employer who will value them and

help them reach their fullest

potential, while preserving work-life

balance. Others are also concerned

by what their employer is doing to help the environment and those in need.

Samsung's commitment to sustainability and good corporate citizenship is strong. Here are some

examples of how Samsung Mobile is not just a great place to work, but how we're also doing our

part and giving back.

Environmental Initiatives

As an electronics company, we have a tremendous opportunity to do work that

positively impacts the environment. We constantly design eco-friendly products

that are energy efficient and help consumers reduce their carbon footprint. We

also have set up the Recycling Direct program, which helps consumers needing

to dispose of their old electronics find the most environmentally friendly way to

do so.

Citizenship and Service

A commitment to bettering our communities runs deep at Samsung, both among our employees

and as part of our corporate culture. Samsung's charitable programs have raised more than $25

million for more than 300 school and community-based foundations and charities in the United

States since 2002.

The main focus of our social contributions is making the lives of children better, especially by

promoting education and health. For instance, through Solve for Tomorrow, Samsung and its

partners donated $1 million worth of technology to public schools. Meanwhile, Four Seasons of

Hope supports charities sponsored by famous U.S. sports stars.

Our corporate sponsorship benefits many local and national organizations focused on improving

lives. Highlights of this sponsorship include our work with Habitat for Humanity, providing

funds, appliances and volunteers to build a house for a family in need, and recently, a matching-

donation program for UNICEF's Haiti Earthquake relief efforts. Other beneficiaries of Samsung's

efforts in 2010 include the Cricket Charity Golf Tournament in San Diego, the Greater Dallas

Korean School, the Atlanta Area Boy Scouts Golden Eagle Breakfast and the Curing Kids'

Cancer Golf Tournament.

Our employees are also generous in donating of their time and money to community service.

Samsung volunteers have worked with the following organizations:

Habitat for Humanity is one way Samsung gives back to

the community by building a home for a needy family from

the ground up. Samsung maintains an annual budget near

$100,000 and donates over 300 volunteer hours annually.

Samsung provides food to area food pantries, soup kitchens

and meal delivery service. Samsung wants to promote

goodwill in the community and allows employees to help

those in need around the holidays.

Employees were invited to wear jeans to work if they

donated money to the foundation. Employees paid $5 to

wear jeans to work one day – $20 for the whole week. All

funds went to support the foundation in the Dallas area in

the name of Samsung Telecommunications America.

Each day, local patients depend on 1,100 blood donors.

Each employee's single donation has the potential to help

an average of three patients. The blood drives keep the

local blood supply strong and available to those whose

lives depend on it.

Cricket Charity Golf Tournament – Keeping with the

tradition of years past, the tournament will benefit Rady

Children's Hospital of San Diego with a focus on helping

low-income families impacted by cancer. Approximately 3

Children get diagnosed with cancer every year in San

Diego & with Rady Children's Hospital serving

approximately 80% of ALL pediatric cases in San Diego,

we are confident that our efforts will make a difference in

people's lives.

Employees donated new, unwrapped toys for needy

newborns to 12 year old during the toy drive. The primary

goal of Toys for Tots is to deliver, through a new toy at

Christmas, a message of hope to less fortunate youngsters

that will assist them in becoming responsible, productive,

patriotic citizens.

If you're looking to work for a company that values you and your potential and one that is

committed to having a positive impact on the world, Samsung is the place for you.

Our Product

Mobile phone

Samsung's flagship mobile handset line is the Samsung Galaxy S III, which many consider a

direct competitor of the Apple iPhone. It was initially launched in Singapore, Malaysia and

South Korea in June 2010, followed by the United States in July. It sold more than one million

units within the first 45 days on sale in the United States. The company's I9000 Galaxy S and

S8500 Wave smart phones were the winners of the 2010 European EISA Awards in the smart

phone and social media phone categories. The I9000 Galaxy S was recognized for its superior-

quality screen and excellent connectivity while the S8500 Wave for its Bada operating system

with unparalleled social networking and location-based services. While many other handset

makers tend to focus on supporting one (or at most two) operating system, Samsung has kept

supporting a wide range of operating systems in the market. Although the Galaxy S adopts

Google Android as the primary operating system, it also supports other competing operating

systems such as Symbian, Microsoft Windows Phone, Linux-based LiMo, and Samsung's

proprietary Bada. Samsung sold 235 million mobile handsets in the year 2009. At the end of the

third quarter of 2010, the company had surpassed the 70 million unit mark in shipped phones,

giving it a global market share of 22 percent, trailing Nokia by 12 percent. Overall, the company

sold 280 million mobile phones in 2010, corresponding to a market share of 20.2 percent.

Partially owing to strong sales of the Samsung Galaxy range of smart phones, the company

overtook Apple in worldwide smart phone sales during the third quarter 2011, with a total market

share of 23.8 percent, compared to Apple's 14.6-percent share. Samsung became the world's

largest cell phone maker in 2012, with the sales of 45 million smart phones in the first quarter.

We focused one of the amazing smart phone this year, the latest record-breaking android

flagship device from the world’s second smart phone manufacturer. The Samsung Galaxy

S3 should need no introduction. Bringing more than just upgraded specs to the table, the Galaxy

S3 is the fastest-selling Android smart phone to date with an estimated 10 percent to 19 million

units to have shipped within a first quarter, compared to the previous three months in this year in

Bangladesh. Samsung kicked off global sales of its Galaxy SIII on May 29 but Samsung

Bangladesh has brought the phone officially in Bangladesh market on June 14 and primarily set

the price about 67,500 BDT. We have seen the Galaxy SIII frenzy among all the phone lover of

local people. Review we have here is consisting of different sources and where we are focusing

on Samsung Galaxy SIII international version. This smart phone is the best phone in market

according to its specifications. The accessories for Samsung Galaxy S III are considered to be the

finest amongst all. Its design is natural and is perfect for all humans to use. Judging by its

features, it was meant to make the life of the user easier. It was introduced after making

amendments to the previous smart phone; Samsung Galaxy S2. The Galaxy series is one of the

bestsellers from Samsung, which helped the company topple Apple as the world's largest smart

phone maker.

Chapter: 01

In the consumer-driven approach, consumer wants are the drivers of all strategic

marketing decisions. No strategy is pursued until it passes the test of consumer research. Every

aspect of a market offering, including the nature of the product itself, is driven by the needs of

potential consumers. The starting point is always the consumer. The rationale for this approach is

that there is no reason to spend R&D funds developing products that people will not buy. History

attests to many products that were commercial failures in spite of being technological

breakthroughs. Recently Samsung Electronics Company Ltd, the world's largest technology

company by sales, yesterday launched its research and development centre in Dhaka, the first of

its kind by any multinational company in Bangladesh. Yeafesh Osman, state minister for science

and information and communication technology, inaugurated the Samsung Bangladesh R&D

Centre Ltd at a ceremony at Uday Tower in Gulshan. The centre, the Seoul-based company's

18th R&D centre in the world and second in South Asia, will reinforce the journey of the

government toward implementing a 'Digital Bangladesh', he added. "Bangladesh and its IT

industry have immense potential. Unfortunately, limited opportunities have opened for skilled

graduates of Bangladesh, who are quite considerable in number, to work for big IT

companies."The South Korean technology powerhouse aims to utilise the strengths of the skilled

workforce of Bangladesh by actively responding to the rising calls of those aspiring to put to test

their software-related capabilities. TaiYoung Cho, Korean ambassador said Samsung has taken a

right decision by choosing Bangladesh as the destination for its second R&D centre in South

Asia, as the country is full of talents and innovative too. SBRC incepted with more than a

hundred intellects in early 2011 with a plan to expand its workforce into a thousand engineers by

2013. This center develops software for mobile devices marketed in Asia, Africa and Australia.

It also focuses on advanced technologies & conducts other IT researches. According to its

management, SBRC is going to use the immense potential of Bangladeshi IT industry &

software engineers. This center will have a synergy effect as the company will train the engineers

& market its products in the region. And it is also the first R&D hub of a multinational company

in Bangladesh.

The Samsung Philosophy

At Samsung, we follow a simple business philosophy: to devote our talent and technology to

creating superior products and services that contribute to a better global society.

Every day, our people bring this philosophy to life. Our leaders search for the brightest talent

from around the world, and give them the resources they need to be the best at what they do. The

result is that all of our products—from memory chips that help businesses store vital knowledge

to mobile phones that connect people across continents— have the power to enrich lives. And

that’s what making a better global society is all about.

Our Values

We believe that living by strong values is the key to good business. At Samsung, a rigorous code

of conduct and these core values are at the heart of every decision we make.

People

Quite simply, a company is its people. At Samsung, we’re dedicated to giving our people a

wealth of opportunities to reach their full potential.

Excellence

Everything we do at Samsung is driven by an unyielding passion for excellence—and an

unfaltering commitment to develop the best products and services on the market.

Change

In today’s fast-paced global economy, change is constant and innovation is critical to a

company’s survival. As we have done for 70 years, we set our sights on the future, anticipating

market needs and demands so we can steer our company toward long-term success.

Integrity

Operating in an ethical way is the foundation of our business. Everything we do is guided by a

moral compass that ensures fairness, respect for all stakeholders and complete transparency.

Co-prosperity

A business cannot be successful unless it creates prosperity and opportunity for others. Samsung

is dedicated to being a socially and environmentally responsible corporate citizen in every

community where we operate around the globe.

Fulfilling Customers’ needs, wants and demands:

For the new technology users, it has come with a lot of features which are comparatively easy to

use and it has also added something new to grab the customer’s attention. High speed processor,

S Voice and the newest technology Smart Stay and many more are key features of it. And the

feedback from the customers proved it; they got nearly 10 million pre-orders!!

Using different concepts:

They are trying to be available to the customers; initially they launched Galaxy S3 in 28

countries and hoping to be available in 145 countries by July. Till now the customer’s reaction is

as good as they are selling it in huge amounts. By considering the customers wants and needs so

well and also by adding new technologies they have proved themselves a strong competitor of I-

phone and other android mobiles.

About the after sale service of Galaxy S3, the Samsung dealers are directed to ensure highest

service for Galaxy S3 and the service is available in the Samsung customer service.

Chapter: 02

Mission and Vision of Samsung Electronics

Vision of SAMSUNG Electronics is “Leading the Digital Convergence Revolution” and their

mission to carry out this vision is “Digital-e Company. There are two parts of being a “Digi-tal-e

Company”, and the first is clearly about being “Digital” producing not just digital products, but

products that inspire digital integration across our entire company. The second part of being a

“e” is to use e-Processes connecting R&D, production, and marketing to customers, partners, and

the market-disciplined approach is the way we bring value to every part of our supply chain,

including products data to and customer relationship through Enterprise Resource Planning

(ERP).

Goals

 

The company announced five major goals: 

• to be one of the top three electronics companies in the world in quantity and in quality by

2010; 

• to more than double its 2004 sales revenue by the year 2010; 

• to have 20 number one market share products in the world by 2010 (currently the company has

eight number one market share products); 

• to identify eight growth engines for Samsung's business including their Digital Television

(DTV) products and printers and; 

• to pursue innovation throughout all six main areas of the company's business operations. 

Samsung Electronics also presented its vision to lead the digital convergence revolution. First, by

2007 Samsung Electronics aspires to be one of the top three companies in the world in terms of

new patent holdings. Second, in the semiconductor sector, Samsung plans on achieving 61

billion US dollars in sales with 24 domestic Fabrication Plants (FABs) by 2012. Third, Samsung

intends to become the leading producer of all-in-one mobile phones in the Information

Technology (IT) sector. Fourth, Samsung will aim to reach 20 billion US dollars in Liquid

Crystal Display (LCD) sales by 2010. Finally, for its Digital Media Business (DM), Samsung

intends on leading the expansion of the digital consumer world by achieving 30 billion US

dollars in sales by 2008. With aggressive business plans tailored for each sector, Samsung

Electronics pledged to do what is necessary to increase its value for shareholders. 

Samsung Electronics hosted their first Analyst Day event on Thursday, November 3, conducting

the largest Analyst Day event ever held by an individual company in the Asian region. Samsung

Electronics briefed around 300 guests on its current management situation and presented its mid-

and long-term visions and business strategies for each individual sector. Among the guests were

analysts, institutional investors and IT market experts. 184 of the guests came from overseas,

while 105 were from South Korea. Vice Chairman Jong Yong Yun of Samsung Electronics

announced that the company will be “one of the top three electronics companies in the world in

quantity and in quality by 2010, by increasing the number of our leading market share products

from the current eight to more than 20 products and also by more than doubling our 2004 sales.” 

Vice Chairman Yun then identified eight growth engines which Samsung will focus on. They

are; large storage memory chips, next generation displays, next generation mobile

telecommunications, digital TVs, next generation printers, system LSI, next generation mass

storage and finally, air control system. To help stimulate growth in the above eight growth

engines, Vice Chairman Yun emphasized that Samsung would aggressively pursue innovation of

six main aspects: Products, Technologies, Marketing, Process, Global Operation and

Organizational Culture. 

Samsung Electronics' first Analyst Day was aimed at increasing the confidence shareholders

have in Samsung by clearly presenting to them and to the world Samsung's aggressive and

forward-looking business plan, and will ultimately act as a catalyst in sparking growth which

will increase the shareholder value of Samsung Electronics. 

Senior Vice President WooSik Chu of the Investor Relations (IR) Team said, “Analyst Day is an

opportunity for investors and market interest holders to better understand Samsung Electronics'

mid- and long-term visions, strategies and futuristic technologies.” Chu added that Samsung

Electronics will “aggressively engage in investor relations to improve communication with

shareholders, demonstrating their importance to Samsung as well as improving the transparency

of Samsung's business management process.” 

The event will continue on Friday, November 4, when the participants will attend seminars on

forward-reaching technologies and products of Samsung Electronics. The participants will also

have the opportunity to visit the company's factories in Kihung and Tangjung. 

Through various IR strategies, Samsung Electronics has introduced its business management

activities to investors as well as to the general public. As a result, Samsung Electronics was

named the company that enhanced shareholder value the most in Asia by CFO Asia magazine

last October. Samsung Electronics also received Korea's Best Corporate Governance Award

from Asset magazine in March. Additionally, Finance Asia magazine named Samsung

Electronics Asia's best managed company and IR Magazine named Samsung Electronics the best

Asian company with IR activities in the United States.

Different SBU’s of the Company

Strategic Business Units

Strategic Business Unit or SBU is understood as a business unit within the overall corporate

identity which is distinguishable from other business because it serves a defined external market

where management can conduct strategic planning in relation to products and markets. The

unique small business unit benefits that a firm aggressively promotes in a consistent manner.

When companies become really large, they are best thought of as being composed of a number

of businesses (or SBUs). A strategic business unit is a significant organization segment that is

analyzed to develop organizational strategy aimed at generating future business or revenue.

Exactly what constitutes an SBU varies from organization to organization. In larger

organizations, an SBU could be a company division, a single product, or a complete product line.

In smaller organizations, it might be the entire company. Although SBUs vary drastically in

form, they have some common characteristics. All SBUs are a single business (or collection of

businesses), have their own competitors and a manager accountable for operations, and can be

independently planned for.

BCG matrix

Samsung has successfully had time to penetrate all your major Samsung Galaxy world markets with the myriad variants of that 'Galaxy S II' smart phone without the benefit of compromising majorly on any of the original characteristics that had made the device such a popular device. If we consider your BCG matrix, when the 'Galaxy S II' was already released in April, it was a 'STAR' and it has now become a 'CASH COW' which Samsung is wanting to milk. This also reaffirms the relevancy on the popular proverb: 'Make hay while the sun shines'. As we approach the end involving another eventful year, among the list of Samsung representatives has said that the world will witness the successor to your 'Galaxy S II' which often, as you might have previously guessed by now, is a Galaxy S III' (being released at Mobile Environment Congress at Barcelona with 2012). Samsung has surely experienced a hell of a lot of fun with the 'Galaxy S II' this coming year. Hopefully it will deliver again with the 'Galaxy S III'.

Chapter: 7

Market Segmentation

Bangladesh has immense potential in information technology and telecom sectors thanks to the

presence of a large customer base and high economic growth. Market demand mainly relies on

the population size of a country. Bangladesh has a total population of 160 million and has

witnessed an average 6 percent GDP growth in the last several years, creating more demand for

the sector. Samsung holds around 10 percent market share in terms of value in Bangladesh's

handset segment. However, Samsung is holding the number one position in smart phone

categories. Samsung is competing with the industry leader Nokia, Apple and its biggest domestic

rival LG Electronics to its premium devices. The company introduced high-end products such as

Galaxy Tab, Galaxy S and the Samsung Wave smart phones in the local market to cater to

business executives. Every Smartphone of Galaxy Series has gained popularity all over the

world. But, Galaxy S3 has gone beyond of all Smartphone. Galaxy S3 contains some special

features, including smart design, human mind, voice recognition, direct call that separated all

Smartphone in the world market. The market price of Galaxy S3 has been fixed now at Tk 67,

500. About the high price, the price would be brought under purchase capacity of Asian

customers with the passage of time. However, mentioned that technical research is going on to

come down the price of Galaxy S3. It is undoubtedly a ‘High Product’ and you are living with

the most modern technology and its each feature would help you as a friend in all aspects.

Bangladesh is moving toward digital industry and it would not have to wait much for it. The

right decision of the government in right time is also important in this regard and it has to lag

behind if it does not cop with the new technologies. In response to a query on the smartness of

Bangladesh. They are offering the most qualities, so price level is bit high. The customers of the

country do have much curiosity about Galaxy S3 and Samsung also has come here to be as top

brand. The price of the product is not the main target and the customers would accept the product

if we could create a brand value here and at this time Samsung is doing that. Samsung Galaxy S3

started its journey in Bangladesh and also be added to world information pace which would be an

excellent junction. Recently, one of the telecommunication company in Bangladesh, Robi has

offered daily mega talk more offer over robi network, one daily winner will get 1 SAMSUNG

GALAXY S3 handset every day. Another thing we all know Samsung is one of the worldwide

Olympic partners.

As Galaxy S3 is a unique product so its positioning is also available to some Samsung outlet.

Like, for pre-booking for Galaxy S3, the interested customers have to visit Samsung Mobile fan

page on facebook and they also can visit two brand shops Bashundhara City, level-5 at Dhaka

and another is Akhtaruzzaman center of Agrabad in port city Chittagong.