Customer satisfaction towards samsung

A STUDY ONCUSTOMERSATISFACTION TOWARDS 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
2nd
cross,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
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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
Headquart
ers
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)
Subsidiarie
s
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

2000-PresentPioneering the DigitalAge
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
NUMBEROFRESPONDENTS
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
10
20
30
40
50
60
52
28
NUMBEROFRESPONDENTS
MONTHLY INCOME OF
RESPONDENTS
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
NUMBEROFRESPONDENTS
MONTHLY INCOME OF
RESPONDENTS
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
NUMBEROFRESPONDENTS
MONTHLY INCOME OF
RESPONDENTS

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
20
30
40
50
50
15
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
10
20
30
40
50
60
0
14
58
8
NUMBER OF
RESPONDENTS
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
W
i
t
h
i
W
i
t
h
i
n
A
b
o
v
e
3…
10
20
30
40
50
10
15
43
12
NUMBEROFRESPONDENTS
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
30
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

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
F
a
i
r
G
o
o
d
E
x
c
e
l…
N
o
t
u
p…
0
10
20
30
40
50
60
9
55
16
0
NUMBER OF
RESPONDENTS
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

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
NUMBER OF
RESPONDENTS
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
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
 ProductManagement 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

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