A Project on Comparison Between Samsung & Other Consumer Durable Brands

Introduction

Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej, Alwyn, and Voltas were the major players in the consumer durables market, accounting for no less than 90% of the market. Then, after the liberalization, foreign players like LG, Sony, Samsung, Whirlpool, Daewoo, and Aiwa came into the picture.

Objectives

• To understand the marketing strategy w.r.t of Samsung and its competitors
• To study the current market position for the two companies and their products.
• To study the consumer preference for the two companies.
• To study out which company will do better in the market in future.
• To understand the key drivers leading to growth of the industry
• To know the current position of different players in mobile handset industry
• To know the internal and external business environment of Samsung and other brands

History of Samsung

Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over the next three decades the group diversified into areas including food processing, textiles, insurance, securities and retail. Samsung entered the electronics industry in the late 1960s and the construction and shipbuilding industries in the mid-1970s; these areas would drive its subsequent growth. Following Lee’s death in 1987, Samsung was separated into four business groups – Samsung Group, Shinsegae Group, CJ Group and Hansol Group. Since the 1990s Samsung has increasingly globalized its activities, and electronics, particularly mobile phones and semiconductors, have become its most important source of income.

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