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SAMSUNG COMPANY HISTORY

Unlike other electronic companies Samsung origins were not involving electronics but
other products.
In 1938 the Samsung's founder Byung-Chull Lee set up a trade export company in
Korea, selling fish, vegetables, and fruit to China. Within a decade Samusng had flour
mills and confectionary machines and became a co-operation in 1951. Humble
beginnings.
From 1958 onwards Samsung began to expand into other industries such as financial,
media, chemicals and ship building throughout the 1970's. In 1969, Samsung
Electronics was established producing what Samsung is most famous for, Televisions,
Mobile Phones (throughout 90's), Radio's, Computer components and other electronics
devices.
1987 founder and chairman, Byung-Chull Lee passed away and Kun-Hee Lee took over
as chairman. In the 1990's Samsung began to expand globally building factories in the
US, Britain, Germany, Thailand, Mexico, Spain and China until 1997.
In 1997 nearly all Korean businesses shrunk in size and Samsung was no exception.
They sold businesses to relieve debt and cut employees down lowering personnel by
50,000. But thanks to the electronic industry they managed to curb this and continue to
grow.
The history of Samsung and mobile phones stretches back to over 10 years. In 1993
Samsung developed the 'lightest' mobile phone of its era. The SCH-800 and it was
available on CDMA networks.
Then they developed smart phones and a phone combined mp3 player towards the end
of the 20th century. To this date Samsung are dedicated to the 3G industry. Making
video,camera phones at a speed to keep up with consumer demand. Samsung has
made steady growth in the mobile industry and are currently second but competitor
Nokia is ahead with more than 100% increase in shares.

1.1

Introduction Samsung Enterprise Market

Samsung Electronics is one of the world's largest semiconductor manufacturers;


Samsung Electronics is also South Korea's top electronics company. It makes many
kinds of consumer devices, including DVD players, digital TVs, and digital still cameras;
computers, color monitors, LCD panels, and printers; semiconductors such as DRAMs,
static RAMs, flash memory, and display drivers; and communications devices ranging
from wireless handsets and smart phones to networking gear. The company, which is
the flagship member of Samsung Group, also makes microwave ovens, refrigerators, air
conditioners, and washing machines. Nearly half of sales come from the Asia/Pacific
region. Top industries for Samsung Electronics Co. are memory chip and module
manufacturing, communications chip manufacturing, wireless telephone handset
manufacturing.

Samsung is no longer the company that it used to be, it is a company that has put in a
lot effort and money for changing its reputation. Today, Samsung is striving and growing
into one of the most successful companies ever. It has an extensive product line that
caters to many different people. It no longer operates on low profits; its striving on the
highest.
Varinderjit Singh is Vice President of Samsungs Enterprise Business in Malaysia. He
spearheads Samsungs Enterprise Business initiatives for ICT and Digital Appliances,
covering Mobility, Notebook, Tablets, Cloud/Thin Client, Printers & Digital Appliances,
where the next wave of innovation is expected.
His sales and marketing experience of 23 years makes him a veteran of the IT Industry.
Varin holds as a wide range of experience stemming from careers with companies such
as Mesiniaga, AMP, 3Com, NEC, and before joining Samsung, Dell. At 3Com, based out
of Silicon Valley, USA, he covered the Worldwide Markets. While at Dell, he covered the
South Asia Developing Markets, Malaysia & Singapore. His experience covers
consumers, SMB and all the way to Large Corporate segments.Varin graduated with a

Bachelor of Science in Computer Information Systems from New Hampshire College,


USA.
The new market segmentation will manage Samsungs Mobile security, Digital Office &
Virtualization, Retail & Digital signage, and smart school business, or as vice president
of its B2B (business to business) unit Variderjit Singh put it, everything that is not
consumer facing.
Samsung has 203 offices and facilities across 75 countries, with annual revenue of
US$14.1 billion in 2011 and 227,000 employees worldwide. It set up operations in
Malaysia in 2003, and now has 600 employees here.
The company was coy about its targets for the new enterprise division, however saying
that it would be increasing headcount across the Asia Pacific by 200%. In Malaysia, it
will be closer to a 300% increase in headcount.
Varinder said the company would be working with global and local partners, with the
former including giants such as Juniper, Cisco, Citrix and Microsoft on providing
solutions for the different vertical industries. He added that the company had about
1,000 partners in Malaysia, which the Enterprise Business Division would classify into
high, medium or low priority depending on how suitable their solutions are for the
enterprise market.
The verticals we have identified as key focus areas are education and FSI (the financial
services industry), he said, adding that the company would also be targeting the small
and medium enterprise sector.
Samsung believes its lead in the consumer device market will position it well to take
advantage of the Bring Your Own Device (BYOD) trend, with Kwon saying that together
with our powerful, innovative and connected devices on the market, we will deliver a
comprehensive, best-in-class enterprise mobility solution to meet todays demands of a

diverse mobile workforce. On the Mobile Security front, for example, it touted its
Galaxy Android platform as being enterprise-ready, with mobile device management,
certified data encryption and virtual private network capabilities built in. CIOs (chief
information officers) have a number of security challenges when it comes to adopting
BYOD.
Also, the Samsung Enterprise SDK (software development kit) allows companies to
integrate third-party mobile security solutions on Galaxy devices. Samsung said its
Digital Office & Virtualization solutions allow users to access enterprise applications onthe-go on a single device, securely and seamlessly. Its Retail and Digital Signage
solutions cover its professional displays, including LED backlit, touch-screen and video
wall displays.

1.2

Introduction of Android Market

What is Android?
Android is a Linux-based mobile phone Operating System developed by Google.
Android is unique because Google is actively developing the platform but giving it away
for free to hardware manufacturers and phone carriers who want to use Android on their
devices. Android is getting most popular Smartphone Operating system these days. It
comes with a range of Google features, most notably Search and Maps, installed as
standard. This means you can easily search for information on the web and for
directions from your phone, as you would on your computer. This is handy for checking
up on things like train times and getting directions when out and about. You can also
access other Google services, like Gmail, Google Earth, YouTube and Google Calendar
on an Android phone.
Android supports a touch screen and is difficult to use without one. You can use a
trackball for some navigation, but nearly everything is done through touch. Android also

supports multi-touch gestures such as pinch-to-zoom in versions 2.1 (Eclair) and above.
Android is an exciting platform for consumers and developers.
Android phones are highly customizable and as such can be altered to suit your tastes
and needs. You can check your Facebook and Twitter profiles through a variety of apps
making it ideal for social networking. Through the calendar you can set reminders from
your desktop or your phone and on the latest version of Android you can send links to
and from your computer and vice versa. Another neat feature of Android is that it
automatically backs up your contacts for you. When you set up an Android phone youll
need to create a Google Account or sign in with an existing one. Every time you save a
number to the address book of your Android phone it will be synced to your Google
Account.
The benefit of this is if you lose your phone all of your numbers will be saved. The next
time you get an Android phone and sign in with your Google Account, all of your
contacts and friends numbers will be displayed in your new phones address book.
Google is constantly working on new versions of the Android software. These releases
are infrequent; at the moment they normally come out every six months or so, but
Google is looking to slow this down to once a year. Versions usually come with a
numerical code and a codename thats so far been named after a type of dessert; e.g.
Android 1.5/Cupcake, Android 2.1/Eclair and the most recent edition Android 2.2/Froyo.
The next expected edition of Android is version 2.3 and is codenamed Gingerbread. The
dessert names of the releases are in alphabetical order. The next update is expected to
be called Honeycomb and the one after that Ice Cream.
The version history of the Android mobile operating system began with the release of
the Android beta in November 2007. The first commercial version, Android 1.0, was
released in September 2008. Android is under ongoing development by Google and
the Open Handset Alliance (OHA), and has seen a number of updates to its base
operating system since its original release. These updates typically fix bugs and add
new features.

Since April 2009, Android versions have been developed under a codename and
released in alphabetical order: Cupcake, Donut, Eclair, Froyo, Gingerbread,
Honeycomb, Ice Cream Sandwich, and Jelly Bean. As of 2013, over 900 million active
devices use the Android OS worldwide. The most recent major Android update was Jelly
Bean 4.2, which was released on commercial devices in November 2012.
The Timeline :

1 Pre-commercial release versions (20072008)


o

1.1 Android alpha

1.2 Android beta

2 Version history by API level


o

2.1 Android 1.0 (API level 1)

2.2 Android 1.1 (API level 2)

2.3 Android 1.5 Cupcake (API level 3)

2.4 Android 1.6 Donut (API level 4)

2.5 Android 2.0 Eclair (API level 5)

2.6 Android 2.0.1 Eclair (API level 6)

2.7 Android 2.1 Eclair (API level 7)

2.8 Android 2.22.2.3 Froyo (API level 8)

2.9 Android 2.32.3.2 Gingerbread (API level 9)

2.10 Android 2.3.32.3.7 Gingerbread (API level 10)

2.11 Android 3.0 Honeycomb (API level 11)

2.12 Android 3.1 Honeycomb (API level 12)

2.13 Android 3.2 Honeycomb (API level 13)

2.14 Android 4.04.0.2 Ice Cream Sandwich (API level 14)

2.15 Android 4.0.34.0.4 Ice Cream Sandwich (API level 15)

2.16 Android 4.1 Jelly Bean (API level 16)

2.17 Android 4.2 Jelly Bean (API level 17)

1.3

How Samsung Tackle Mobile Enterprise Market

Samsung hopes to make a big push into the corporate market in 2013, targeting the
market that once was dominated by Research In Motion. While the South Korean
company isnt disclosing much in the way of strategy, it is quietly building corporategrade devices running Android that are more secure and reliable than the typical
consumer needs.
This is a wise move from Samsung, which recently took Nokias crown as the worlds
largest manufacturer of mobile phones and which this week announced the sale of its 1
millionth Galaxy S smartphone. The mobile enterprise remains largely untapped as
RIMs grip has loosened, and Samsung clearly has the distribution and the carrier
partners to take advantage. To fully capitalize on the opportunity, though, Samsung
should deliver four key items:

A unified Android experience. The fragmentation problems with Android are welldocumented (I explained why I abandoned the platform last year here), and
those problems are only getting worse as the worldwide penetration of Googles
operating system increases. To make its line of Android devices attractive to
enterprise users and IT departments, then, Samsung will have to deliver the
same experience across its enterprise-centric devices, issuing Android updates
to as many of its devices as it can as quickly as possible.

A store for Android enterprise apps. Google recently introduced a service that
essentially enables Google Apps customers to create their own internal stores to
publish and distribute their enterprise apps. But as InfoWorld points out, the new

offering has some shortcomings: Businesses can have only one store regardless
of how many domains they have in their Google Apps account, and they cant
publish apps to specific groups of users. Meanwhile, Samsung has seen some
success distributing consumer apps for its own Bada platform while Samsung
Apps doesnt get much attention in the U.S., it delivered its 100 millionth
download nearly two years ago. Samsung could leverage that experience and
improve on Googles shortcomings to help businesses build their own app stores,
enabling IT workers to better manage their devices and software.

Marketing a new brand. Samsung is well-known as a vendor of consumer


electronics, of course, so it needs a new brand dedicated to its mobile enterprise
business. That appears to be the idea behind SAFE Samsung for Enterprise
which the company rolled out last week. If Samsung invests heavily to market the
new brand, it can position its SAFE lineup as a ready-for-prime-time version of
Android that can compete against BlackBerry and iOS in the corporate world.

Selling directly to the enterprise as well as end users. Samsungs new initiative is
clearly designed to leverage the BYOD (bring your own device) trend that has
had a tremendous impact on businesses and other organizations in the last few
years. But while the BYOD trend will surely continue to grow in 2013, we think
some businesses will try to regain control of their mobile devices by opting for
corporate deployments rather than accepting BYOD. Thats a market Samsung
must be ready to pounce on by using its own salespeople to push SAFE products
and services.

The mobile enterprise market is likely to be more competitive than ever in 2013: Apple
and Android are riding the BYOD wave, Microsoft hopes to gain traction with its
combination of Windows Phone, Windows RT and Windows 8, and RIM will attempt
what would be a huge comeback at the end of the month with BlackBerry 10. But
Samsung has an impressive arsenal as it joins the field in 2013. If the company can
execute, it could move the needle in the mobile enterprise in a big way.

1.4

Strategic marketing Objectives & SWOT Analysis of SAMSUNG

To improve the sell of all brands of the company from 55% to 90%.

To create new market driven strategy and also create valuable design for their
customer.

1.4.1 Segmentation strategies


Samsung Electronics (Mobile Division) operates in one of the most competitive
markets of the world. According to the US Federal Communication Commission
67 new Smartphone devices are introduced every year. Samsung traditionally
had a conservative image that focused on low-price products for the lower end of
the market. With low prices it was able to compete in the lower-market whereas
in the upper market it had lesser penetration. To penetrate the upper-market
Samsung had to give up their lower-market position and focus on innovation and
perceiving a higher brand value. The following is the STP Analysis of Samsung
Mobiles.
SEGMENTATION:
One of the fundamental principles of marketing is the segmentation of the market.
Segmentation means the splitting of the market into groups of end users who are:
1. Maximum similarity within each group
2. Maximum difference between groups.
Based on recent Marketing definitions, Behavioural and Psychographic Segmentation

are the definitions that best represent Samsungs current Segmentation Strategy.
GEOGRAPHIC
It has Samsung Guru Segment for rural areas as well as Galaxy segment for urban
areas. Samsung is one of the largest manufacturers of mobile phones and it shares the
highest cell phone customers with Nokia in India. It has something for everyone.
DEMOGRAPHIC
Samsung has mobile phones for youth, age of 16-29, for businessmen etc. for
middleclass youth it has Samsung Guru which is for govt. lower class workers also. Guru
has many variants; it is coming in 3G also. It is a good option if you want to get a cheap
3G handset. Samsung Galaxy is a good option for youth as it has many attractive
features as Wi-Fi, 3G. Galaxy is also for Businessmen.
Samsung has partnered with IT industry leaders to bring you the most relevant
enterprise solutions and the most comprehensive mobile implementation of Exchange
ActiveSync. Decidedly adept in security concerns and the answer to your every business
need, the Galaxy S II is ready for serious enterprise usage.
PSYCHOGRAPHIC
Samsung mobile is available for those customers too who have their choice based on
their lifestyle. Samsung came with some so fancy mobile phones specially for girls and
cheaper touch screen stylish phones so that everyone can enjoy touch screen The rate
of normal mobiles. Samsung has its range of mobile phones start from 1200to 32,000+.