Marketing Strategy of Samsung in India

3128 Words13 Pages
Section B
Submitted by –Harsh Golan

About Samsung:

The Samsung Group is a multinational conglomerate corporation headquartered in Samsung Town, Seoul, South Korea. It is the world's largest conglomerate by revenue. The Samsung Group is composed of numerous international affiliated businesses, most of them united under the Samsung brand including Samsung Electronics, the world's largest electronics company, Samsung Heavy Industries, the world's second largest shipbuilder and Samsung C&T, a major global construction company. Samsung has been the world's most popular consumer electronics brand since 2005 and is the best known South Korean brand in the world. Samsung Group accounts for more than 20% of
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Product Strategy:

Samsung Electronics India manufactures a wide range of consumer electronics and home appliances. These products include:
1) Mobile phones with the accessories,
2) Television, Audio player, Video player,
3) Camera, Camcorder,
4) Home appliances,
5) PC, Peripherals and Printers. In the mobile phone industry, Samsung has the second largest share in the market with 19.6% as per November 2010 consensus. The mobile phone market share is shown in Annexure 1. In the Indian mobile market, Samsung is the second largest player after Nokia with product line extending to over fifty products. The product line includes some of the most preferred mobile phones like Samsung Guru series, Corby series and many more. Recently Samsung has launched its Samsung galaxy series in the Indian market. Samsung is also into manufacturing televisions, audio players, video players, blu-ray players, home theatres and multimedia players. In India, Samsung is the first to bring the concept of LED technology in televisions. Samsung’s products, in this category, are known for their innovativeness and technology .These products are the first preference of the consumers who seek technology at an affordable
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