24-01-2013, 04:53 PM
COMPARATIVE MARKET ANALYSIS OF SAMSUNG ELECTRONICS VIS- A- VIS ITS COMPETITORS
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ABSTRACT
“All human actions have one of these seven causes: chance, nature, compulsion, habit, reason, passion and desire”. As a human being the major cause to take over this project was reason. The reason is to accomplish my task, aim, and motive of enhancing my knowledge and to know more about the consumer durable industry. Consumer durables have become inseparable in this era of modernization and thus influence even the common men’s life. This is one of the fastest growing industry with an growth of about 8% every year. Invention and the launch of new technology is the most important tool of this industry. To maintain the quality of products provided to the customers the companies dealing in the consumer durable products has to undergo extensive study and research work. This project work is a small attempt to understand the dealer, retailer as well as the consumer behavior in regards to the colour television & Air conditioners and to find out the position of Samsung among its competitors.
INTRODUCTION
A comparative marketing study of Samsung Electronics vis-à-vis competitor’s (L.G, Haier, Videocon, Bluestar, Sony ) in the area of Chandigarh and Surroundings……………
“All progress is born of inquiry. Doubt is often better than overconfidence, for it leads to inquiry and inquiry leads to investigation” Research inculcates scientific and inductive thinking and it promotes the development of logical habits of thinking and organization.
Research is a common parlance refers to a search of knowledge. The advanced learner’s Dictionary of current English lays down the meaning of research as a careful investigation or inquiry especially through search for new facts in any branch of Knowledge
What is comparative Marketing study? In comparative marketing research we take our competitor’s products and make comparison through consumer with our own products.
Why Comparative Marketing study? Comparative marketing study/research comprise one of the most important and fascinating task of marketing. It provides information for marketing decision making, any problem that are identified and investigated further by using problem solving techniques with the objective of arriving at solution. The most important innovation in the new approach is to study simultaneously different organizational forms of business interest representation. The aim of the study is to point out the best (in this respect) among the alternatives that are being studied. The final aim perhaps is not only to find the best, but also to improve it or similar objects later on.
Overview of the Consumer Durable Market
The consumer durable market in India has seen a proliferation of brands and product categories in recent years.
Most major international brands from Japan, Korea, US, Europe and China have been launched in India with
varying degrees of success. One of the largest barriers to entry for any brand in India is the distribution network.
The cost of servicing the network is huge for any brand. The consumer is aware of the cost-benefit, or value for
Money aspect. Financing options are crucial in case of high-priced products. They increase the affordability for a
Wider segment of population. Like in any country, the consumer durable industry in India is largely dominated by colour televisions (CTV), which account for 56% of the consumer durables industry.
Company Profile
Founded in 1938, Samsung Corporation is one of Korea’s most enduring and respected corporations, having stood behind the advancement of the national economy for more than three quarters of a century. At the origin of Samsung Group, Samsung Corporation was the trading arm of the group, epitomizing its vibrancy and dynamism in the area of global trade. Its designation in 1975 as Korea’s first-ever General Trading Company marked a new chapter for its overseas operation, which since then grew into a scope truly worthy of a global trader. Samsung Corporation’s entrepreneurship and achievement on the world scene have been a major inspiration for Korea’s trading community.
Comparative Analysis
A comparative Analysis of Samsung Electronics vis-à-vis competitor’s (LG, Haier, Videocon, Sony, Bluestar) in Chandigarh
What is comparative Analysis? In comparative Analysis we take our competitor’s products and make comparison through consumer with our own products. Why Comparative Analysis? Comparative Analysis comprises one of the most important tasks of marketing. It provides information for marketing decisions. Problems are identified and investigated further by using problem solving techniques with the objective of arriving at solution. The most important innovation in the new approach is to study simultaneously different organizational forms of business interest representation. The aim of the study is to point out the best among the Variables that are being studied.
The study will also include the survey which will be targeting about 100 dealers in the area of Chandigarh. The main emphasis in the survey will be given on the sales of Samsung in comparison to its competitors in CTV & AC segment, the consumer perception about the brand will also be taken into consideration while conducting this survey.
Consumer perception
As it is well known proverb of marketing that “Consumer is the king” it is mandatory for any researcher to know the opinion of the consumer regarding the products on which he is going to conduct the study. This research work will include a consumer questionnaire on the consumer goods which has been taken as the part of the study the questionnaire mainly aims at .
• Awareness of the consumer about the brand
• His decisions whether dependent or independent
• Purchase pattern
• Brand loyalty level
• Current consumer durables in home
• What is the impression of consumer about Samsung
This questionnaire will mainly help out in reaching at the actual consumer perception of the consumers about the brand. This is done with the aim of capturing the true words and emotions of consumer, and in turn using this information to improve or developed products or to determine people attitude toward the products.