A dossier on the brand Samsung
Product: Samsung Smartphone
Submitted to Prof Srinivas Govindrajan on 10-Aug-2013
Prepared by
Anirban Ghosh (A13001)
Ayan Das (A13005)
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Debayan Datta (A13006)
What it includes
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Topics
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PHASE ONE
2 Early history of the brand and its evolution over time
3 Initial positioning and subsequent repositioning
4 Advertising, sales promotion and segmentation strategy
followed by the brand
5 Analysis of product and generic competition to the brand
6 Strategies adopted over time by the brand to tackle
competition or prime market expansion
7 Distribution strategy followed by the brand
8 Conclusions regarding the future directions for the brand
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PHASE TWO
10 List of Hypothesis to be listed
11 Data collection method
12 Sampling plan and Sampling Size
13 Method of Data Analysis
14 The Questionnaire
15
PHASE THREE
16 Market Research
17 Conclusion from Analysis
18 Bibliography
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PHASE ONE
Early history of the brand and its evolution over time
From its inception as a small export business in Daegu, Korea, Samsung has
grown to become one of the leading electronics companies of our planet,
specialising in a wide range of digital applications. Today Samsung's
innovative and top quality products and processes are world recognised.
Let us see how Samsung managed to get up there. Let us have a journey
through time.
Samsung’s Beginnings (1938-1969)
On March 1, 1938, founding chairman Byung-Chull Lee started a business
in Taegu, Korea, with 30,000 won
Diversifying in Industries and Electronics (1970-1979)
In the 1970s, Samsung laid the strategic foundations for its future growth
by investing in the heavy, chemical and petrochemical industries
Entering the Global Marketplace (1980-1989)
Samsung's core technology businesses diversified and expanded globally
during the late 1970s and early 1980s
Competing in a Changing Tech World (1990-1993)
The early 1990s presented tremendous challenges for high-tech businesses
Becoming a Global Force (1994-1996)
In the mid-1990s, Samsung revolutionised its business through a
dedication to making world-class products, providing total customer
satisfaction and being a good corporate citizen –
all under the vision
of 'quality first.'
Advancing the Digital Frontier (1997-1999)
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Despite the 1997 financial crisis that affected nearly all Korean businesses,
Samsung was one of few companies that continued growing, thanks to its
leadership in digital and network technologies and its steady concentration
on electronics, finances and related services
Pioneering the Digital Age (2000-Present)
The digital age has brought revolutionary change – and opportunity – to
global business and Samsung has responded with advanced technologies,
competitive products and constant innovation
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Below are some of the statistics about the phones produced back then in
regard to the ones from today through Infographics.
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Initial positioning and subsequent repositioning
It does not require the genius of a rocket scientist to recognize that
branding is the lifeblood of any corporation. Samsung’s association with the
Olympics helped the company increase its brand visibility and brand recall
among its consumers worldwide. The company was ranked as the fastestgrowing brand in the world by Interbrand.
Samsung’s approach is holistic reaching the world customer. It created its
branding in multiple ways, ranging from traditional adds to billboards,
racing, Olympic games, cricket matches, marathons. In short, wherever it
saw the crowd, it communicated Samsung message by presenting itself as a
leader of innovation with affordable price.
Successful branding is all about establishing a long-term vision and crafting
the company’s operations to meet that objective. The words “Samsung
Electronics” were written in English so that it would be easy to read and
remember worldwide. The logo was shaped elliptical representing a
moving world– symbolizing advancement and change. It was this sort of
huge investment where millions saw the Samsung’s message. Their brand
remained in the forefront of millions of people giving them an edge over its
competitors. It is no surprise that Samsung’s brand building strategy
overtook its competitors in less than the expected time.
Strategies Adopted
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Changing Brand image
Tacking brand repositioning cost as long term investment
Proactive measures from reactions from competitors
Renewed pricing strategies
Focus on R&D and innovation
Extensive market study and Data Analysis
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6.
Positioning attributes
1.
2.
3.
4.
5.
Preferred good internet access
Long battery life
Ease of user
Camera and touchscreen
Fast and good speakers
Brand Communications
Mass media advertising, multidimensional event sponsorships, product
placement and the Samsung experience Gallery
Positioning Statement
To cater mobile professionals who need to be always turned with the ever
changing technology and style, Samsung is the ultimate solution that gives
you user friendly, cost effective, stylish and innovative products to stay
connected with the fast moving world.
Vision 2020 of Samsung
As part of this vision, Samsung has already mapped out a plan for reaching
$400 billion in revenue and becoming one of the world’s top five brands by
the year 2020. To this end, Samsung has also established three strategic
approaches in its managements:
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 CREATIVITY
 PARTNERSHIP
 TALENT
Brand Association
Advertising, sales promotion and segmentation strategy followed by the
brand
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 Launch of Team Samsung campaign. Also brought about the Samsung
Cup to showcase the biggest cricketing spectacle involving India and
Pakistan in 2004
 Apart from cricket, Samsung sponsored the Indian contingent for
both the Olympics and the Asian games. It also ran training programs
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Advertising is intrinsic to a product whereas Sales Promotion is not.
Samsung carried out a vast plethora of advertising and sales promotion by
taking up the following initiatives:
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for a lot of Indian upcoming athletes under the Olympic Ratna
banner.
Samsung helped in bringing the Olympic torch relay to India, an
initiative for the first time
The World Cyber Games, regarded as the Olympics of the cyber
world, is also brought about by Samsung, a yearly event
Considering a series of innovative below the line activities, Samsung
collaborated with noted painter Satish Gujral, for his paintings to be
available as downloads on Samsung mobile phones.
Product placement was carried out in popular television soaps like
Jassi where Samsung products were set in lifestyle environments
Samsung ran a Kitchen On Wheels program where demonstrations
were carried out with regards to microwave cooking and its
advantages
Samsung branded its products as superior technology and
environment friendly ones specially after their launch of “Bio” range
of products and “Silver Nano Health System” for electronic appliances
like refrigerators and air-conditioners
Launched a marketing campaign for Flat televisions, “Duniya Hain
Gol, TV Flat” along with attractive exchange offers
Product Customization for India
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 Samsung set up a “usability lab” at the Indian Institute of Technology
in Delhi, to customize some of their products to meet the specific
needs of Indian consumers. This industry-institute partnership is
helping Samsung to analyze and study customer response in aspects
of product design, including aesthetics, ergonomics and interface.
 Through its research done on consumer preferences in India,
Samsung concluded that Indian consumers want more sound
oriented products. Thus, Samsung televisions in India have a higher
sound capacity than their foreign counterparts
 For the semi- automatic segment of Samsung washing machines,
Samsung introduced a feature called “Super Dry”, an initiative for the
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Keeping into account the Indian market, Samsung took a few steps in
further customizing their products. They are as follows:
first time in India. This probably took into account the general
humidity levels of the Indian subcontinent
 They also have a “memory restart” that takes care of the frequent
power failures in India
Promotion Tools
The main consumer promotion tools are as follows
Samples
They are offers of a trial amount of a product. It consists of
inviting prospective purchasers to try the product without cost or at a
lower cost in the hope that they will buy the product. Samples may be free
or discounted.
Coupons
Coupons are certificates that give buyers a saving when they purchase a
specified product. Coupons can be mailed, placed in advertisements or
included with other products
Rebate
Rebate is also known as cash refund offers. Rebates are offers to refund
part of the purchase price of a product to its customers who send a proof of
purchase to the manufacturer. These are like coupons except that the price
reduction occurs after the purchase and not at the point of sale.
Price packs
Cents-off deals or price packs offer consumers savings by way of reducing
prices that are marked by the producer directly on the package.
Premiums
These are the goods offered either free or at a low cost as an incentive to
buy a product. Premiums may be in-pack or on-pack (outside the pack).
Prizes
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They are offers of chance to win something such as cash, trips or goods by
luck or through extra efforts. Contests of talent and sweepstakes or draws
the most popular prize offering promotions.
Tie-in promotions
Tie-in promotions involve two or more brands or companies that team
upon coupons, refunds or contests to increase their pulling powers.
Cross promotions
Cross promotions involve using one brand to advertise non-competing
brand.
Advertising Specialities
These are useful articles imprinted with an advertiser’s name, given as gifts
to consumers
Patronage Rewards
They are cash or other awards for the regular use of company’s products or
services. They are values (in cash otherwise) that are proportional to one’s
patronage of a certain vendor or a group of vendors. They aim at building
brand loyalty.
PoP Promotions
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Point of purchase (PoP) includes displays and demonstrations that take
place at the point of purchase or sale.
Analysis of product and generic competition to the brand
Samsung Mobile Phones SWOT Analysis 2013
STRENGTHES
1. Hardware integration with many open source OS and software
2. Ability to market the brand through Innovation, Design and
multiple Sponsorships
3. High Market Share in mobile phones and its continual Growth (
2nd place in smartphones sales )
4. Excellence in Engineering and producing hardware parts and
consumer electronics
5. Well Diversified and Differentiated product line to meet
changing customer needs
6. Practice the Good Leadership Theory
WEAKNESS
1. Patent infringement
2. Too low profit margin
3. Main competitors are also largest buyers
OPPORTUNITIES
1.
2.
3.
4.
5.
6.
Growing India’s smartphone market
Growing mobile advertising industry
Growing demand for quality application processors
Growth of tablets market
Product variation in existing product line
User friendly technology
Rapid technological change
Price wars
Saturated smartphone markets in developed countries
Declining margins on hardware production
Macroeconomic issues
Low cost competitors in the great China ( Emulation mobile phones )
Legal war with Apple, Nokia
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7.
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THREATS
Strategies adopted over time by the brand to tackle competition or
prime market expansion
The Generic competitors of Samsung mobile phone are Sony, Nokia, LG etc.
In 2009, the market share of Samsung was 14%.But in 2012,it was 26%.So
It increased by 12 percentage point whereas Nokia had almost 70% share
in 2009.But in 2012.it was 23% only.
Samsung’s Key Issues
Though Samsung has continued its success in the mobile phone business, it
faces a number of challenges to keep the growth momentum in the future.
First, competition in the mobile phone market will become more intense.
Lower entry barriers will bring in more competitors to the market, and the
“digital convergence” will accelerate the competition even further.
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Third, Samsung is highly dependent on foreign companies for core
technologies and modules. For example, it sources core CDMA base-band
chips from Qualcomm and sophisticated camera-phone modules from
Japanese firms.
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Second, the sustainability of Samsung’s high-end strategy, which was
attributed to Samsung’s brand building, may be in question. Samsung has
achieved high profit margin, which is comparable to that of Nokia, mainly
based on its high price, while Nokia has done so based on its cost dynamics.
Fourth, Samsung needs to strengthen its product portfolio in next
generation phones
Strategies Adopted over time by Samsung to tackle competition
The launch of Galaxy 3 smartphone is based on the success of the Galaxy S
II which contributed significantly to Samsung global sales and making them
the largest Smartphone producer today. Samsung made the best Android
phones on the market. From the screen to the camera to battery life, the
Galaxy S3 bested its competitors before even getting to the litany of
software features and customizations. Samsung's impossibly powerful
marketing arm then took those advantages and trumpeted them on every
surface and airwave possible, and the phone took over the industry. The
point to note is the impact of consumer marketing approach used and an
effective tactical move to penetrate the mass market with (by right) and
very much niche market of smartphone. The company has significantly
changed the platform of competition in smartphone market, which has
been earlier dominated by Apple and HTC, not to forget the historical
Windows phone like Dopod, HP, Palm, O2 and some others like Nokia, Sony,
Motorola, etc. Samsung crafted their own path which lead to the
indisputable No.1 in smartphone.
They have combined the niche and the mass to formulate the hybrid of
segments which are so resilient in consuming a phone, or perhaps a tablet.
Yes, it is the intelligent and prospector approach in taking such risk to offer
various models as compared to the strategic competitors: Apple and HTC.
This has given the options for consumer to compare and find the best
model to suit their needs and wants. As such, this has also transformed into
a threat to the competitors, not because they have more models for the
consumers, but the delay of purchasing the competitors' products.
Normally, consumer will have to go through 5 simple stages in purchasing
decision.
Samsung strategy is to mainly speculate stage (2), and (3) consumer
purchase decision. Changing Consumer Attitude; the more models with
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Identifying the need
Searching for information
Evaluate the products
Purchase decision and lastly
Post-purchase evaluation
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Recently Samsung seems to have adopted a trend of offering numerous side
models to accompany a new release, such as the Mini, Active, and Google
Edition Galaxy S4s. But what if I told you that the company was about to
take this even further? Samsung Electronics is gearing up for a change in
its smartphone marketing strategy. The technology giant is actually
planning to sell even more models than it currently does, in a bid to appeal
to a broader consumer base. So, the rumours that we’ve heard about four,
or possibly eight, different versions of the upcoming Galaxy Note 3 appears
to be the first of many future ranges which will offer consumers a broader
choice of options within each product line. But is this really such a good
idea considering that the smartphone market is already ultra-competitive?
Do we really need any more choice? Samsung certainly seems to think so.
Well that’s actually the point, according to Samsung. The smartphone
market is already so heavily saturated with products, smartphone
penetration has already surpassed 70% in North America, Europe and East
Asia, that manufacturers need to look further afield in order to find new
business opportunities. Emerging markets like South America and Africa
are areas which Samsung would love to break into, but the company
currently can’t compete with the price point of cheaper products coming
from China. To combat this growing problem, Samsung supposedly intends
to attract budget orientate consumers through product diversification and
customized services. In other words, Samsung wants to offer consumers
more choice, and products that fit with the particular type of market. Their
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similar specifications there are in the market, consumer tends to take
longer time to evaluate the products, due to more information provided by
the producers. If you realize, most models will have pros and cons in
comparing to each other. That way, consumer will try to identify the 'Justnoticeable-differentiation' (JND) of each of the interested products.
Consumer will then notice that many products from different brands in the
market trends to have some form of weaknesses. Brand will also be
associated with such weaknesses or vice versa (similar to strengths as it
would reflect the uniqueness of a particular brand). When Samsung
provide so many models and each tends to show little differences in terms
of specification, consumer would then identify the JND within the brand,
and not towards other brands (because it is enough for a consumer to read
and play with each models within the Galaxy family). Subsequently,
consumer will unconsciously compare the various Galaxy models and not
with other brand.
strategy is to maximize the market share with a number of small hit
models, not one single mega hit model.
Thus Samsung has communicated to the mass that smartphone is not only
for the niche. Now, everyone can be 'Smart', as long as you are within
Samsung "Galaxy".
Samsung’s competitive advantage over its competitors
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Technology driven niche products
Strong infrastructure
High investment for Research & Development
Wide range of products
High brand value
Higher economic scale and scope
Horizontal and vertical integration
Higher yields than most competitors
R&D facility at one single location thus exercising absolute quality
control
 Untraditional human resource practices based on meritocracy and
not on seniority
 Attractive organizational hierarchy in terms of pay scale, bonuses
and incentives yielding better output
 Financially strong, large resources at disposal
Distribution strategy followed by the brand
Samsung is so much more than a smartphone-maker. It is a conglomerate, a
manufacturer, and the world's largest chip-maker. It makes many of the
components that go into its smartphones giving it a cost advantage and
allowing it to be much more flexible in terms of what it produces and when.
There exist various Samsung Enterprise Alliance Distributor programs that
offers
1.
2.
3.
4.
Assistance in training sub channel partners
Provision of sales and marketing collaterals
Technical support and training
Logo for accreditation as Samsung Authorized Sales Partner (subject
to meeting criteria)
5. Assistance in developing business plans and joint go-to-market
strategies (subject to Samsung subsidiary)
Distribution Channels
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1. Samsung have state-level distribution offices and direct dealer
interfaces which helps the company to launch products as per
consumers’ needs or wants.
2. Efficient, optimized supply chain partners armed at the right time
with right information adding to the total yield
3. Samsung has sales and services network all over India and has more
than 650 service points
4. Samsung uses innovative logistics solution GLONETS ( Global
Logistics Network Systems ) coupled with ERP systems resulting in
shorter business cycles, reduced inventory levels, low waste and
hence reduces cost
5. Samsung uses JIT( Just in Time ) approach with 4 RDC( Regional
Dispatch Centre ) installed at India
6. Samsung has many exclusive showrooms, Shop-in-shops as well as
online purchasing options
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Conclusions regarding the future directions for the brand
Although Samsung has captured the highest market share in Indian
market, the company had to face a lot of problems. An example in this
case would be the Apple Samsung conflict where Apple accused
Samsung of copying their designs and features. This blame damaged the
reputation of the brand all over the world but still Samsung is India’s
favourite brand whether it is electronic consumer goods or
smartphones. It means despite of problems, Samsung has successfully
positioned itself as a quality brand in the mind of their consumers.
So what is Samsung’s Future?
To survive in the market she needs
1. Time
2. Resources
Apple and Samsung are involved in ongoing copyright disputes in 10
countries, as competitions in the smartphone sectors grows even more
intense.
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If the injunction of Samsung products could not be lifted, it may create a
significant impact on its earnings.
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PHASE TWO
List of Hypotheses to be listed
Given the various number of smartphones available in the
android market, we feel that Samsung rules the market in
terms of its features, innovation, and price and customer
satisfaction
1. Samsung has the highest brand awareness in the
smartphone category.
2. Samsung enjoys maximum customer satisfaction in the
smartphone category.
3. Samsung smartphones have the best battery life.
Data collection method:
For any marketing research we have three main instruments for the
collection of primary data
1 .Questionnaires
2. Qualitative measures
3. Technological measures
Out of the available options we have chosen the most common instrument
questionnaire because of its flexibility and convenience to administer on a
large scale.
Questionnaire Method
1. Close ended questions
2. Open ended questions
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We have targeted the people of age group between 18 years to 30 years.
Here we have used simple random sampling without repetition. The total
Sample Size is 50.
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Sampling plan and Sampling Size:
Methods of Data Analysis:
 Graphical Representation:
Pie Chart:
We can use a pie chart to know the preferences of the people.
This will help us to know market share of Samsung
smartphones as compared to other smartphones as well as
what quality a customer looks for in a Samsung smartphone
brand. Thus it will help us to analyze our hypothesis.
Bar Diagram:
Questionnaire:
1.
NameGenderAge2. Which brand comes to your mind when you think of smartphones?
3. Do you currently use a smartphone?
1. Yes
2. No
4. Which brand of smartphone do you own?
1. Apple
2. Samsung
3. Nokia
4. Sony
5. Others
5. If you were to buy a smartphone today, which of the following
brands would you choose?
3. Sony
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2. Samsung
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1. Apple
4. Nokia
5. Others
6. While buying a smartphone which aspect do you think is the most
important?
1. Design and look
2. Operating platform
3. Battery life
4. Brand
5. Media features
7. For the following smartphone brands, please rate the following
aspects,1 being the best and 5 being the worst.
1. Screen Size
2. Browsing and Internet
3. Sound Quality
4. Battery life
5. Camera and picture quality
6. Touch sensitivity
8. How often do you change your mobile handset?
1. Never
2. Once every couple of months
3. Every six months
4. Every year
1. Nokia
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9. Please rank the following smartphone brands in terms of After
Sales Service
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5. Every two years
2. Samsung
3. Sony
4. Apple
5. Blackberry
10. Which brand of smartphone do you think has the best resell value?
1. Apple
2. Samsung
3. Nokia
4. Sony
5. Blackberry
11. Which brand of smartphone do you think gives the best value for
money?
1. Apple
2. Samsung
3. Nokia
4. Sony
5. Others
12. Which of the following brands do you think has the best battery
life?
1. Apple
2. Samsung
3. Nokia
4. Blackberry
5. Sony
6. Others
2. Between Rs 2, 00,000 and Rs 5, 00,000
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1. Less than Rs. 2, 00,000
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13. Please mention your average family income
3. Between Rs 5, 00,000 and Rs 8, 00,000 lakhs
4. Between Rs 8, 00,000 and Rs 10, 00,000
5. Greater than Rs 10, 00,000
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PHASE THREE
Market Research
1.
NameGenderAge2. Which brand comes to your mind when you think of smartphones?
We have got these information from this.
2%
7%
15%
2%
63%
9%
2%
Samsung
HTC
Nokia
Micromax
Apple
Sony
Spice
So we can conclude that the people’s top of mind brand is Samsung as we
have the highest no of responses from the above questions.
3. Do you currently use a smartphone?
1. Yes
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We have set this question to know that the our respondents have a
smartphone or not .We have also framed this question in specific way to
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2. No
know that which brand does a respond own if he responses ‘Yes’ and If he
responses ‘no’ then which brand does he buy .
4. Which brand of smartphone do you own?
1. Apple
2. Samsung
3. Nokia
4. Sony
5. Others
4%
18%
11%
Apple
46%
21%
Samsung
Nokia
Sony
Others
We can see that Samsung smartphones have the maximum no of users.
Then here comes Nokia.
5. If you were to buy a smartphone today, which of the following
brands would you choose?
1. Apple
2. Samsung
3. Sony
4. Nokia
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5. Others
6%
11%
22%
Apple
22%
Samsung
39%
Nokia
Sony
Others
Respondents those who do not have a smartphone,if they wish to buya
smart- phone then the maximum respondents would buy a samsung
smartphone.
6. While buying a smartphone which aspect do you think is the most
important?
1. Design and look
2. Operating platform
3. Battery life
4. Brand
5. Media features
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10%
33%
36%
16%
5%
100%
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Design and look
Operating platform
Battery life
Brand
Media features
Total
5%
10%
16%
Design and look
Operating platform
33%
Battery life
36%
Brand
Media features
While buying a smartphone, most respondents are concerned about battery
life. So Battery life is a key factor here.
7. For the following smartphone brands, please rate the following
aspects, 1 being the best and 5 being the worst.
1. Screen Size
2. Browsing and Internet
3. Sound Quality
4. Battery life
5. Camera and picture quality
6. Touch sensitivity
35
30
25
20
15
29
21
20
15
Respondent votes
10
Apple Samsung Sony
HTC
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0
30
5
We have plotted battery life score here against various brand .We can see
that Samsung smartphone has a lower score. So in terms of battery life,
Samsung is not that good compared to other brands.
8. How often do you change your mobile handset?
1. Never
2. Once every couple of months
3. Every six months
4. Every year
5. Every two years
9. Please rank the following smartphone brands in terms of After
Sales Service
1. Nokia
2. Samsung
3. Sony
4. Apple
5. Blackberry
3
5
8
14
8
3
4
7
2
8
13
8
5
1
2
8
4
23
31
2
12
13
7
2
4
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Nokia
Samsung
Sony
Apple
Blackberry
1
13
13
1
11
0
Total
Responses
38
38
38
38
38
40
34
35
30
30
25
22
21
20
Respondent votes
15
10
7
5
0
Nokia
Samsung
Sony
Apple
Blackberry
Here from the above graph, we can conclude that Samsung smartphone
have best after sales service.
10 .Which brand of smartphone do you think has the best resell value?
1. Apple
2. Samsung
3. Nokia
4. Sony
5. Blackberry
7%
4%
11%
33%
Apple
Samsung
Nokia
44%
Sony
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From the above pie chart, we can see that Samsung smartphone has best
resell Value.
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Blackberry
11. Which brand of smartphone do you think gives the best value for
money?
1. Apple
2. Samsung
3. Nokia
4. Sony
5. Others
7%
5%
20%
Apple
Samsung
23%
Nokia
45%
Sony
Others
Most of the respondents think that Samsung has the best value for money
12. Which of the following brands do you think has the best battery
life?
1. Apple
2. Samsung
3. Nokia
4. Blackberry
5. Sony
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6. Others
0%
2%
2%
11%
Apple
16%
Samsung
Nokia
Sony
Blackberry
68%
Others
Here, we can see that nokia has best battery life .So here Samsung is not the
highest.
13. Please mention your average family income
1. Less than Rs 2, 00,000
2. Between Rs 2, 00,000 and Rs 5, 00,000
3. Between Rs 5, 00,000 and Rs 8, 00,000 lakhs
4. Between Rs 8, 00,000 and Rs 10, 00,000
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5. Greater than Rs 10, 00,000
CONCLUSIONS FROM ANALYSIS
From the questionnaire 2, 4 and 5 whatever data we got, after analysing
those data, we can conclude that Samsung has the highest brand awareness
in the smartphone category .So Hypothesis 1 is true. We are accepting the
hypothesis
From the questionnaire 9, 10 and 11whatever data we got, after analysing
those data, we can conclude that Samsung enjoys maximum customer
satisfaction in smartphone class. So hypothesis 2 is true. We are accepting
the hypothesis.
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From the questionnaire 6, 7 and 12 whatever data we got, after analysing
those data, we can conclude that Samsung smartphones do not have the
best battery life. So here hypothesis 3 is not true. We are rejecting the
hypothesis.
Bibliography
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 http://www.slideshare.net/vvikaschauhan/marketing-strategy-ofsamsung-in-india
 http://www.slideshare.net/vvikaschauhan/marketing-strategy-ofsamsung-in-india
 http://www.varindia.com/Jan_BrandBuilding.htm
 http://www.businesswire.com/news/home/20120528005124/en/
Research-Markets-Analysis-Samsungs-Competitiveness-2012
 http://www.slideshare.net/gaurav127/samsung-mobile-competitors-analysis
 http://www.slideshare.net/zesale/samsung-re-positioning-strategy
 http://www.samsung.com/uk/aboutsamsung/corporateprofile/hist
ory.html
 http://www.slideshare.net/tiniljoseph/samsung-mobiles-and-itshistory
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