Final Report MT-I

8/2/2019 Final Report MT-I

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A THESIS ONA THESIS ON

Comparative study on the dealersComparative study on the dealers

satisfaction of LG Electronics andsatisfaction of LG Electronics andSamsung ElectronicsSamsung Electronics, at Dehradunat Dehradun.

ICFAI UNIVERSITYICFAI UNIVERSITY, DEHRADUNDEHRADUN

SUBMITTED TO:SUBMITTED TO: SUBMITTED BY:SUBMITTED BY:

MsMs. SONIA GAMBHIR

FACULTY GUIDEFACULTY GUIDE MBA-IIIMBA-III ((1001C10002))

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Acknowledgement:-

It is indeed of great moment to pleasure to express my senses of per found

gratitude & indebtness to all the people who have been instrumental in

making my tanning a rich experience. I got the opportunity to do a

challenging project in dealer. The project is the important part of our study

and gives us a real practical exposure to the corporate world and it is

almost impossible to do the same without the guidance of peoples in and

around us.

Practical study is the area which confirms the theoretical idea of a subject.

Both are essential tool in order to provide any marketing strategy, design

implementation and their uses. The survey is nothing but gathering data of

any theoretical marketing strategy. These two aspects are in similarity to

the learning and knowledge.

I acknowledge the in depth guidance provided by Ms. SONIA GAMBHIR

They are provided us the valuable information regarding research

methodology.

I am also thankful for providing me the laptop as when required in order to

complete the project in time

I feel very pleased to express my gratitude to all those people who helped

me out during the preparation of this project.

At last but not the least I would like to thanks to my friends and seniors for

their valuable suggestions and encouragement.

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CERTIFICATE

This is to certify that the project titled Comparative study onthe dealers satisfaction of LG Electronics and Samsung Electronics isan academic work done by ARUN PANWAR submitted inthe partial fulfillment of the requirement for the award ofthe degree of Masters in Business Administration fromICFAI UNIVERSITY, DEHRADUN, under my guidance anddirection. To the best of my knowledge and belief the dataand information presented by him in the project has not

been submitted earlier elsewhere.

Ms.

SONIA GAMBHIRF

aculty Guide

Signature .

Date

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PREFACE

A project training program has been incorporated in the MBA curriculum of

ICFAI UNIVERSITY, Dehradun where the surveyor (student) has to apply

all experience and knowledge, which he has gained during his

management study. A project gives training where the surveyor has to

prepare a synopsis by interpreting the data, which they received in the form

of answers of his questions, which he has prepared during his project work.

The student has to apply all his classrooms and practical study in such a

way that they receives the response as per there wish. As I am in the initial

stage of our management study so this project has helped us a lot and

helped us to clearly understand the marketing behavior and to closely facethe marketing trends, which would help us in our near future, so that I can

sustain ourselves in adverse marketing situation and bring out a perfect

solution whenever required.

So in this project, which was assigned to me, I have undertaken the survey

on dealer satisfaction of LG and Samsung products.

In Dehradun region. I have applied all my experience which I have gained

during my study period.

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Contents: - Page no.Executive summary 6

Introduction to dealers 9

Company profile of LG 13

Vision 17

LG India 28

Company profile of SAMSUNG 31

Objective 35

Research methodology 36

Findings 39

Data analysis of LG 40

Data analysis of SAMSUNG 51

Suggestions and recommendations 54

Limitation 58

Bibliography 60

Questionnaire 62

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Executive summary

Indian Consumer durables market used to be dominated by few domestic players

like godrej Voltas allwyn and kalvinater. But post liberalization much foreign

company have entered into Indian market dethroning the Indian player and

dominating Indian market the major categories in the market CTV,

REFRIGRATOR, AIR CONDTIONERS AND WASHING MACHINE

India being the second largest growing economy with huge consumer class

has resulted in consumer durables as the fastest growing industries in India LG,

SAMSUNG the two Korean companies has been maintaining the lead in the

industries with LG being leader in almost all the categories.

The rural market is growing faster than the urban market, although the penetration

level is much lower. The CTV segment is expected to the largest contributing

segment to the overall growth the industry. The rising income levels double-

income families and consumer awareness are the main growth drivers of the

industries.

Consumer durables major LG Electronics India Pvt Ltd (LGEIL) will invest nearly

Rs 500 crore in India this year in research and development, brand-building and

other marketing initiatives.

The company, having a turnover of Rs 9,500 crore and market share of 26 per cent,

is investing Rs 360 crore on brand-building and other marketing initiatives and

around Rs 140 crore on research and development, besides launching new

platforms in information technology and related areas,

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LGs innovative 211 campaign to provide quality after-sales service, will also be

expanded from the existing 22 to 40 cities by next month,

The campaign, for which IT infrastructure has been set up, includes the companys

response to customer complaint within two hours. The fixing time for complaints

varies from one hour to a maximum of 24 hours.

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INTRODUCTION TO DEALERS:-

Dealer behavior is the study of how he purchases, how he sells, how they

get feedback from consumers and after that he came to conclusion aboutparticular LG and Samsung products. It is a subcategory of marketing that

blends elements from different fields. It attempts to understand the buyer

decision making process, both individually and in groups. It studies

characteristics of individual consumers such as demographics,

psychographics and behavioral variables in an attempt to understand

people wants. It also tries to assess influences on the consumer from

groups such as Family, friends, reference groups, and society in general.

By understanding the consumer, we will be able to make a more informed

decision as to which strategy to employ.

A comparative marketing study of Samsung Electronics vis--vis

competitor (L.G) in the area of Dehradun and Surroundings

All progress is born of inquiry. Doubt is often better than overconfidence,

for it leads to inquiry and inquiry leads to investigation Research

inculcates scientific and inductive thinking and it promotes the development

of logical habits of thinking and organization.

Research is a common parlance refers to a search of knowledge. Theadvanced learners Dictionary of current English lays down the meaning of

research as a careful investigation or inquiry especially through search for

new facts in any branch of Knowledge

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What is comparative Marketing study?In comparative marketing research

we take our competitors products and make comparison through

consumer with our own products.

Why Comparative Marketing study? Comparative marketing study/research

comprise one of the most important and fascinating task of marketing. It

provides information for marketing decision making, any problem that are

identified and investigated further by using problem solving techniques with

the objective of arriving at solution. The most important innovation in the

new approach is to study simultaneously different organizational forms of

business interest representation. The aim of the study is to point out the

best (in this respect) among the alternatives that are being studied.

The final aim perhaps is not only to find the best, but also to improve

it or similar objects later on.

Overview of the Consumer Durable Market:-

The consumer durable market in India has seen a proliferation of brands

and product categories in recent years.

Most major international brands from Japan, Korea, US, Europe and China

have been launched in India with

varying degrees of success. One of the largest barriers to entry for any

brand in India is the distribution network.

The cost of servicing the network is huge for any brand. The consumer is

aware of the cost-benefit, or value for

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Money aspect. Financing options are crucial in case of high-priced

products. They increase the affordability for a

Wider segment of population. Like in any country, the consumer durable

industry in India is largely dominated by colour televisions (CTV), which

account for 56% of the consumer durables industry.

Consumer Durable Market Pie In Financial year

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History of LG company:-

About LG Group:-

The LG Group is South Korea's third largest conglomerate]] that produces

electronics, mobile phones, and petrochemical products and operates

subsidiaries like LG Electronics, LG Telecom, Zenith Electronics and LG

Chem in over 80 countries. LG Group sponsors the LG Cup GoTournament.

LG Group founder Koo In Hwoi established Lak Hui Chemical Industrial

Corp. in 1947.[3] In 1952, Lak Hui (currently LG Chem) became the first

Korean company to enter the plastics industry. As the company expanded

its plastics business, it established GoldStar Co., Ltd., (currently LG

Electronics Inc.) in 1958.

In 1959, Goldstar produced Korea's first radio. Many consumer electronics

were sold under the brand name GoldStar, while some other household

products (not available outside South Korea) were sold under the brand

name of Lucky. The Lucky brand was famous for its hygiene products line

such as soaps and Hi-Ti laundry detergents, but most associated with its

Lucky and Perioe toothpaste.

In 1995, it was renamed "LG", the abbreviation of "Lucky GoldStar". More

recently, the company associates its tagline "Life's Good", with the letters

LG.

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http://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Electronicshttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Petrochemicalhttp://en.wikipedia.org/wiki/LG_Electronicshttp://en.wikipedia.org/wiki/LG_Telecomhttp://en.wikipedia.org/wiki/Zenith_Electronicshttp://en.wikipedia.org/wiki/LG_Chemhttp://en.wikipedia.org/wiki/LG_Chemhttp://en.wikipedia.org/wiki/LG_Cup_(Go)http://en.wikipedia.org/wiki/Go_(board_game)http://en.wikipedia.org/wiki/LG#cite_note-2%23cite_note-2http://en.wikipedia.org/wiki/GoldStarhttp://en.wikipedia.org/wiki/Consumer_electronicshttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Soapshttp://en.wikipedia.org/wiki/Toothpastehttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Electronicshttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Petrochemicalhttp://en.wikipedia.org/wiki/LG_Electronicshttp://en.wikipedia.org/wiki/LG_Telecomhttp://en.wikipedia.org/wiki/Zenith_Electronicshttp://en.wikipedia.org/wiki/LG_Chemhttp://en.wikipedia.org/wiki/LG_Chemhttp://en.wikipedia.org/wiki/LG_Cup_(Go)http://en.wikipedia.org/wiki/Go_(board_game)http://en.wikipedia.org/wiki/LG#cite_note-2%23cite_note-2http://en.wikipedia.org/wiki/GoldStarhttp://en.wikipedia.org/wiki/Consumer_electronicshttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Soapshttp://en.wikipedia.org/wiki/Toothpaste


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About LG Company:-

Established in 1958, LG Electronics, Inc. (LG) is a global leader and

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technology innovator in consumer electronics, home appliances and

mobile communications, employing more than 82,000 people working in

over 110 operations including 81 subsidiaries around the world. With

2007 global sales of USD 44 billion*, LG is comprised of four business

units - Mobile Communications, Digital Appliance, Digital Display and

Digital Media. LG is the worlds leading producer of CDMA/GSM

handsets, air conditioners, front-loading washing machines, optical

storage products, DVD players, flat panel TVs and home Theater

systems.

LG has created reputation for progressive technology and innovation withthe release of some of the latest technological developments in consumer

electronics, home appliances and IT products. For example, LG is

currently the world's number one manufacturer of plasma display

modules. LG Electronics' goal is to enable the intelligent networking of

digital products that will make consumers' lives better than ever.

LG Electronics has established itself as a major international sports

sponsor with partnerships including the LG Super Racing Weekend

touring cars tournament in conjunction with Eurosport and the ICC cricket

tournaments for example the ICC Trophy in England 2004 and the Cricket

World Cup 2007. In 2005 LG are proud to sponsor all of ITVs Formula 1

coverage for the duration of the 2005 F1 season. For more information,

visit the sponsorship page.

2005 will see LG strengthen our range of large screen, HD and Digital

Ready Plasma and LCD TVs. Our TV products are not just leaders in

technology and innovation but also offer sleek design and style, our TV

products really will be the centre of attention this year.

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This year our Digital Appliances will reinforce our presence in the UK in

2005. New and unique products will see us playing a major role in the

home appliances market. Flagship products that will lead our ranges

include a stylish Side by Side Refrigerator with built in LCD TV, large

capacity Direct Drive Washing Machines, round cavity Microwaves and

new Vacuum Cleaners with multi-cyclonic technology.

Also new in 2005 are LGs stylish and innovative 40 & 80 series LCD

Monitors and a growing range of the award winning Optical Storage

Super Multi Drives.

Corporate Name LG Electronics U.K. Ltd

Established January 30th 1985

Company

Number

02143888

Registered in England and Wales

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Corporate Office LG House, 250 Bath Road, Slough, Berkshire, SL1

4DX

Tel: 01753 491500

Fax: 01753 693 061

URL: http://uk.lge.com

Esident Mr Brian Na

Vision:-

LG Electronics continues to pursue its 21st century vision of becoming a

worldwide leader in digitalensuring customer satisfaction through

innovative products and superior service while aiming to rank among the

worlds top three electronics, information, and telecommunications firms by

2011.

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On our way, we hold tight to a philosophy of Great Company, Great

People, underscoring our belief that only great people can create a great

company.

LG strives for greatness in what weve identified as our three core

capabilities: Product Leadership, Market Leadership, and People

Leadershipeach strength a key part of realizing our growth strategies for

fast innovation and fast growth.

Business areas and main products

Mobile communications(a)CDMA Handsets,

(b)GSM Handsets,

(c)3G Handsets,

(d)Cellular Phones

Digital appliance

a) Air Conditioners,

b) Refrigerators,

c) Microwave Ovens,

d) Washing Machines,

e) Vacuum Cleaners,f) Home Net,

g) Compressors for Air Conditioners and Refrigerators

Digital display

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a) Plasma TVs,

b) LCD TVs,

c) Micro Display Panel TVs,

d) Monitors,

e) PDP Modules,

f) OLED Panels,

g) USB Memory,

h) Flat Panel Computer Monitors

Digital media

a) Home TheaterSystems,

b) DVD Recorders,

c) Super Multi DVD Rewriters,

d) CDRW,

e) Notebook PCs,

f) Desktop PCs,

g) PDAs,

h) PDA Phones,

i) MP3 Players,

j) New Karaoke Systems,

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k) Car Infotainment

SLOGAN

"Life's Good" represents LG's determination to provide delightfully

smart products that will make your life good.

THE SYMBOL

The symbol of LG is the face of future. The letter L and G in a circle

symbolizes world, future, youth, humanity & technology.LG philosophy is

based on humanity. It also represents LGs efforts to keep close

relationship with our customers around the world.

The symbol consists of two elements.

1. The logo in LG gray2. The stylized image of human face in the unique LG red color.

Red color represents our friendliness and gives a strong impression of

LGs commitment to deliver the best.

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The circle symbolizes The Globe. The stylized image of a smiling face in

the symbol conveys Friendliness and Approachability. The one eye on

the symbol represents Goal-oriented, Focused & Confident.

The slogan of LG is Lifes Good. It expresses Brands Value, Promises,

Benefits, Personality.

THE PARTNERSHIP-----

LG Electronics chooses to promote harmony and build constructively on a

labor-management relationship rather than an employee-employer

relationship. This illustrates that management and workers are not in a

vertical relationship, but in a horizontal one.

This culture is necessary for LG Electronics as it strives to become one of

the world's top companies. Such a relationship is transformed into a value-

creation relationship whereby both parties endeavor to address mutual

problems and create new values together.

LG BRAND IDENTITY:-

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The brand of LG is delightfully smart. LG strives to enhance the customers

life and lifestyle with intelligent features, institutive functionality and

exceptional performance.

The brand platform:-

The LG brand is composed of four basic elements

1. Value

2. Promise

3. Benefits

4. Personality

The Brands core Value that never changes.

a. Trust,

b. Innovation,

c. People

d. Passion

The benefits that are consistently delivered to the customer includes

1. Reliable products

2. Simple design

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3. Ease of use

4. Extraordinary Experience

Personality describes the human characteristic that are expressed to thecustomer through

1. Trustworthy, Considerate

2. Practical, Friendly

The Internal Culture of LG:

LG practices four cultures

1. Learning Culture

2. Boundary less Environment

3. A Carrier

4. Growth

According to LG, the Learning Culture continuously helps the employee to

learn more and more to develop the habit of continuous learning.

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Boundary less Environment means that there is no difference between the

levels of employees. There is transparency between the work and mutual

understanding between all the employees.

A carrier is highly growing in LG and one who is the employee can develop

their carrier largely. A new comer will feel fully comfortable in the company

and for a new comer the company is very helpful in the overall growth of

personality.

Growth in LG is very high for those who are in the company and for those

who want to join in LG. The company is growing with fast innovation and

the BLUE Ocean strategy is one of the examples of growth.

Mission

The mission of LG is to provide the customers with utmost satisfaction

through leadership.

The fundamental policy of development is to secure product leadership that

the Customers may have the utmost satisfaction.

Product Leadership

We are focusing on six development areas to become the product leader.

1. New Machine

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3. Conventional Installation

4. Environment Friendly Product

5. Low Noise & Vibration

6. Energy Saving

Quality Innovation

The policy of quality assurance is to provide customers with utmost

satisfaction by supplying zero defects.

LG proceeds in a hierarchal manner. It is named as LG WAY.

From top to bottom:

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No.1 LG is the VISION( MANAGEMENT IN ACTION (LG's management

system)

Jeong-DO Management is LGs unique application to ethics. LG will

succeed through fair management practices and constantly

developing our business skill.

A) Honest with our customer

b) Providing great values to customer through constant innovation & and

development.

c) Equal opportunities

d) Equal Treatment

Management Principle - Creating value for customer

Code of conduct of LG:

1. Responsibility and obligations to customers :

Respect for Customers

Creating Value

Providing Value

2 Fair competition

Pursuit of Free Competition

Compliance with Laws and Regulations

3 Fair Transaction :

Equal Opportunity

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Fair Transaction Procedure

Support and Aid for Business Partners

4 Basic Ethics for Employees

Basic Ethics

Completion of Duty

Self Development

Fairness in Performance

Avoidance of conflict with company interest

5 Corporate Responsibilities to employees

Respect for human dignity

Fair Treatment

Promoting Creativity

6 Responsibilities to society and country

Rational Business Development

Protection of stock holder interest

Contribution to social development

Environmental Conservation

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LG INDIA:

LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics,

South Korea was established in January 1997 after clearance from the

Foreign Investment Promotion Board (FIPB). LG set up a state-of-the art

manufacturing facility at Greater Noida, near Delhi, in 1998, with aninvestment of Rs 500 Crores.

LG corporate office is located at Plot no.51, Udyog Vihar, Kasna Road,

Greater Noida, India.

This facility manufactured Color Televisions, Washing Machines, Air-

Conditioners and Microwave Ovens.

''Company is setting up a chain of exclusive premium showrooms. LG

plans to launch 60 premium Brand Shoppes by the end of the first quarter

of this year. At present, LG has a total of 98 LG stores across the country,

of which 55 are shoppes and 43 are exclusive stores. Brand shoppes will

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be placed in the premium segment and the target audience will comprise

buyers interested in premium and high end products.

LG Brand Shoppe goes beyond the concept of a normal exclusive store by

having a more interactive environment and additional lifestyle orientation

on display so that the customer can actually experience the LG products in

his or her own home settings.

LG Electronics India Ltd (LGEIL), consumer durables leader with 27%

market share, is planning a brand new image. To attract inspirational and

young consumers across India, company will roll out a new marketing

strategy. The exercise will cost the company Rs 360 crore.

LG Electronics India is the fastest growing company in the consumer

electronics, home appliances, and computer peripherals industry today.

LG Electronics is continually providing, superior technology products &

value for money to more than 50 lakh households in India. LGEIL is

celebrating the 11th anniversary this year.

LG Soft India the innovation wing of LG Electronics in Bangalore is LG

Electronics' largest R&D centre outside Korea. We at LGSI focus on niche

technology areas such as mobile application development, digital video

broadcast and biometrics software and support LG Electronics with our

expertise. Motivated by a passion for technology, a strong work culture and

loyalty to the organization, we are determined to see LG become one of

the top three brands globally.

Prominent consumer electronic company, LG Electronics Inc. has said that

it expects the sale of its products in India to up by 15 per cent in 2008.

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Moon Bum Shin, managing director of LG Electronics India has said that

the company has earmarked 4.8 billion rupees for investment purpose in

India this year. The said money will be used to market as well as

manufacture new products.

LG Electronics, which is originally a South Korean Company with branch in

India, informed that its sales of GSM mobile phones, color televisions, air

conditioners and other household goods in the Indian market was to the

tune of 95 billion rupees ($2.4 billion) in 2007. As per Shin's estimate, the

sales in 2008 would be around 110 billion rupees.

In order to achieve its target, Shin said LG Electronics will concentrate oncatering to the high-end consumer market which will help boost sales this

year. India churns out six (6) per cent of LG Electronics global revenues of

$42 billion. The Indian branch of LG exports to 40 countries.

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COMPANY PROFILE (SAMSUNG):-

Founded in 1938, Samsung Corporation is one of Koreas most

enduring and respected corporations, having stood behind the

advancement of the national economy for more than three quarters of

a century. At the origin of Samsung Group, Samsung Corporation

was the trading arm of the group, epitomizing its vibrancy and

dynamism in the area of global trade. Its designation in 1975 as

Koreas first-ever General Trading Company marked a new chapter

for its overseas operation, which since then grew into a scope truly

worthy of a global trader. Samsung Corporations entrepreneurshipand achievement on the world scene have been a major inspiration

for Koreas trading community.

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In a continuing bid to expand its business area beyond the confines

of international trade, in 1996, Samsung Corporation merged with

Samsung Construction, and in 1997, launched into the retail

business. Currently, Samsung Corporation is engaged in two major

business areas: trading, construction. The organization consists of

two business groups, with the retail business headquarter under the

trading group, and with the housing development headquarter under

the construction group.

The Trading Group, currently operating from its 71 overseas offices,

exports semiconductors, machinery, plants, iron & steel, chemical

products and textile; and imports energy, chemical products and

machinery & equipment. In addition to trading, the Group carries out

a variety of other projects including overseas investment, project

organizing services and energy & natural resource development

projects.

The Construction Group, a provider of construction and

engineering services, is also a plant builder and housing developer.

To date, the group has to its credit Malaysias PETRONAS building,

the worlds highest edifice, 452m high, boasting 92 stories

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aboveground; New Bussan Port; Incheon Intl Airport; Urchin Nuclear

Power Plant; and Raemian and Trap lace, the apartment complexes.

From energy resources to housing, each of these projects is a

powerful testimony to the groups technological excellence. Last year,

the group entered into a contract to build the worlds highest building,

Burj Dubai.

Notably, Raemian, one of Samsungs signature apartment complexes

is a remarkable triumph, hailed as new standard-setting luxury

housing. The success of Raemian, topping the National CustomerSatisfaction Index (NCSI) in the apartment category for eight

consecutive years, has driven up our overall market share in housing

development to the top of the scale as well.

The Retail Business is buoyant and thriving with Samsung Plaza

Bundang , a multi-feature shopping center, and Samsung Internet

Shopping Mall, familiarly referred to as Samsung Mall as its two

main platforms.

Samsung Electronics is the world's largest electronics companyheadquartered in Yeongtong-gu, Suwon, South Korea. It is thelargest South Korean company and the flagship subsidiary of theSamsung Group.

Samsung Electronics is the global market leader in more than 60products, including semiconductors such as DRAM, SDRAM, flashmemory and hard drives, digital displays such as LCD displays,plasma displays and OLED displays, home electronics such as TVs,DVD players, Blu-ray players, home cinema systems, set-top boxesand projectors, mobile devices such as mobile phones, MP3 players,digital cameras and camcorders, computing products such as

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monitors, laptops, UMPCs, CD and DVD Drives, laser printers andfax machines and home appliances such as refrigerators, washingmachines, microwaves, ovens, vacuum cleaners and air conditioners.

In 2005, Samsung surpassed Japanese rival Sony for the first time tobe rated as the new leading and most popular consumer electronicsbrand in the world by Interbrand. In 2007, Samsung Electronics'handset division overtook American rival Motorola, making it theworld's second-largest mobile phone maker. At the end of 2007,Samsung Electronics exceeded the $100 billion mark in annual salesfor the first time in its history. This achievement places the company,along with Siemens of Germany, IBM of the U.S. and Hewlett-Packard of the U.S., among the world's top three companies in theelectric appliances and electronics industry.

Samsung is a top rated electronic & IT brand. In 2006, BusinessWeek rated Samsung as 20th on the Top 100 global brands and theNumber 2 in the electronics industry. Business Week also rankedSamsung as #20 in a ranking of the "Top 100 Most InnovativeCompanies" in a special report published April 24, 2006. In January2007, BrandFinance ranked the company as the number 1 globalbrand in electronics.

The semiconductor division of Samsung Electronics is the world's

largest memory chip and second largest semiconductor manufacturerworldwide. In particular this has been the case forDRAM and SRAMfor over a decade. From 1999 to 2002, Samsung conspired withHynix Semiconductor, Infineon Technologies, Elpida Memory (Hitachiand NEC) and Micron Technology to fix the prices of DRAM chipssold to American computer makers. In 2005 Samsung agreed toplead guilty and to pay a $300 million fine, the second-largestcriminal antitrust fine in the US history. Samsung, the world's largestLCD manufacturer, plans to begin running its eighth-generation

manufacturing line to make 57-inch panels during the second half ofthe year.

In 2007, Samsung became the world's second largest mobile phonemanufacturer, surpassing Motorola, just behind Nokia.

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http://en.wikipedia.org/wiki/Computer_monitorhttp://en.wikipedia.org/wiki/Laptophttp://en.wikipedia.org/wiki/UMPChttp://en.wikipedia.org/wiki/ODDhttp://en.wikipedia.org/wiki/Laser_printerhttp://en.wikipedia.org/wiki/Fax_machinehttp://en.wikipedia.org/wiki/Refrigeratorhttp://en.wikipedia.org/wiki/Washing_machinehttp://en.wikipedia.org/wiki/Washing_machinehttp://en.wikipedia.org/wiki/Microwavehttp://en.wikipedia.org/wiki/Ovenhttp://en.wikipedia.org/wiki/Vacuum_cleanerhttp://en.wikipedia.org/wiki/Air_conditionerhttp://en.wikipedia.org/wiki/Sonyhttp://en.wikipedia.org/wiki/Interbrandhttp://en.wikipedia.org/wiki/Motorolahttp://en.wikipedia.org/wiki/Mobile_phone#Markethttp://en.wikipedia.org/wiki/Siemenshttp://en.wikipedia.org/wiki/IBMhttp://en.wikipedia.org/wiki/Hewlett-Packardhttp://en.wikipedia.org/wiki/Hewlett-Packardhttp://en.wikipedia.org/wiki/Business_Weekhttp://en.wikipedia.org/wiki/Business_Weekhttp://en.wikipedia.org/wiki/Business_Weekhttp://en.wikipedia.org/wiki/Semiconductorhttp://en.wikipedia.org/wiki/DRAMhttp://en.wikipedia.org/wiki/SRAMhttp://en.wikipedia.org/wiki/Hynix_Semiconductorhttp://en.wikipedia.org/wiki/Infineon_Technologieshttp://en.wikipedia.org/wiki/Elpida_Memoryhttp://en.wikipedia.org/wiki/Hitachihttp://en.wikipedia.org/wiki/NEChttp://en.wikipedia.org/wiki/Micron_Technologyhttp://en.wikipedia.org/wiki/Dynamic_random_access_memoryhttp://en.wikipedia.org/wiki/Motorolahttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Computer_monitorhttp://en.wikipedia.org/wiki/Laptophttp://en.wikipedia.org/wiki/UMPChttp://en.wikipedia.org/wiki/ODDhttp://en.wikipedia.org/wiki/Laser_printerhttp://en.wikipedia.org/wiki/Fax_machinehttp://en.wikipedia.org/wiki/Refrigeratorhttp://en.wikipedia.org/wiki/Washing_machinehttp://en.wikipedia.org/wiki/Washing_machinehttp://en.wikipedia.org/wiki/Microwavehttp://en.wikipedia.org/wiki/Ovenhttp://en.wikipedia.org/wiki/Vacuum_cleanerhttp://en.wikipedia.org/wiki/Air_conditionerhttp://en.wikipedia.org/wiki/Sonyhttp://en.wikipedia.org/wiki/Interbrandhttp://en.wikipedia.org/wiki/Motorolahttp://en.wikipedia.org/wiki/Mobile_phone#Markethttp://en.wikipedia.org/wiki/Siemenshttp://en.wikipedia.org/wiki/IBMhttp://en.wikipedia.org/wiki/Hewlett-Packardhttp://en.wikipedia.org/wiki/Hewlett-Packardhttp://en.wikipedia.org/wiki/Business_Weekhttp://en.wikipedia.org/wiki/Business_Weekhttp://en.wikipedia.org/wiki/Business_Weekhttp://en.wikipedia.org/wiki/Semiconductorhttp://en.wikipedia.org/wiki/DRAMhttp://en.wikipedia.org/wiki/SRAMhttp://en.wikipedia.org/wiki/Hynix_Semiconductorhttp://en.wikipedia.org/wiki/Infineon_Technologieshttp://en.wikipedia.org/wiki/Elpida_Memoryhttp://en.wikipedia.org/wiki/Hitachihttp://en.wikipedia.org/wiki/NEChttp://en.wikipedia.org/wiki/Micron_Technologyhttp://en.wikipedia.org/wiki/Dynamic_random_access_memoryhttp://en.wikipedia.org/wiki/Motorolahttp://en.wikipedia.org/wiki/Nokia


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History

Samsung Electronics was founded in 1969 in Suwon, South Korea as

Samsung Electric Industries, originally manufacturing electronicappliances such as TVs, calculators, refrigerators, air conditionersand washers. By 1981, the company had manufactured over 10million black and white TVs. In 1988, it merged with SamsungSemiconductor & Communications.

Key business areas

Samsung Electronics focuses on four areas: Digital Media,Semiconductor, Telecommunication Network, and LCD Digital

Appliance. The main growing business areas related to LCD+DigitalMedia+Semiconductor at 2006. As of 2009 Samsung Print wasestablished as a separate entity to focus on B2B sales and hasreleased a broad range of Multi-Functional Devices and printers. Aswith all major Print equipment manufacturers Samsung havedeveloped and released supporting management software andutilities. The main Print-Management software has been released as

Syncthru WebAdmin Service.

Objective:-The general objectives of this study are to do a comparative analysis on

dealers satisfaction with regard to LG Electronics and Samsung

Electronics at Dehradun i.e. what is the satisfaction level of the dealers.

This project is undertaken so that the student is able to under stand the

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perceptions of the dealers about the products of LG Electronics and

Samsung Electronics. The study will give an idea about the companies

strong points, its weaknesses, its threats and its opportunities. The student

is able to understand the perception of the dealers through

personal/questionnaire methods. Also we are able to know the marketshare, customer base etc. of company under consideration.

1. To find out the dealer satisfaction with the consideration of

Customer value.

2. To determine the role of media in marketing awareness of

existing and its latest innovative technology.

3. To identify the factor and features by which a consumer

influenced to buy the LG &Samsung products.

4. To find out the services provided by the LG & Sumsung is appropriate or

not.

RESEARCH METHODOLOGY:

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Research comprises defining and redefining problems, formulating

hypothesis or suggested solutions, collecting, organizing and evaluating

data; making deductions and reaching conclusions to determine whether

they fit the formulating hypothesis.

RESEARCH METHODS OF MY PROJECT:

DESCRIPTIVE RESEARCH:

Descriptive research includes surveys, fact-findings enquiries of different

kinds. The major purpose of this research is description of the state of

affairs, as it exists at present. The main character of this method is that the

researcher has no control over the variables; he can only report what has

happened or what is happening. It also includes attempts by researchers todiscover causes even when they cannot control the variables. The method

of research utilized in descriptive research is survey methods of all kinds

including comparative and co relational methods.

RESEARCH METHOD: Data collection method

TYPES OF DATA:

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In my project I have classified the data into two specific types:

PRIMARY DATA

PRIMARY DATA: As it is known that primary data are collected afresh and for the first time, and thus happen to be original in

character. So, in order to collect this type of data various methods

are being used, such as:

OBSERVATION

QUESTIONNAIRE

INTERVIEW

SAMPLE DESIGN: The sample technique adopted is random

sampling method. Since sample is going to be chosen from different areas

so it is geographical sampling which is predefined so as to get maximum

information, which rare true and reliable without biasness.

SAMPLING METHOD:

Random sampling

SAMPLE SIZE:-

I have used sampling method for survey purpose. The sample size for

questionnaire is 20.

FIELD AREA:

This research study work is carried out in Dehradun.

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RESEARCH INSTRUMENT:

The research instrument for the purpose was questionnaire

and some personnel interviews of some whole sellers.

FINDINGS:-

(Comparative study of LG & Samsung

dealers at Dehradun)37


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DEALERS OF LG:-

Q1-You are dealing with the LG brands from?

No of years No of respondents %age of

respondents5 years 10 50%

5-10 years 6 30%

More than 10 years 4 20%

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%age of dealers dealing with LG brand

50%

30%

20%5 years

5-10 years

morethan 10 years

Interpretation: - Above graph shows that half of the dealers selling from

5 years and rest of them more than 5 years that means they are

satisfied with company. So they are doing regularly.

Q2-Which products of LG are most preferable by customers?

Product No of respondents %age of

respondents

TV 8 32%

Washing machine 4 16%

Refrigerator 5 20%

AC 2 8%

Computer 4 16%

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Mobile 2 8%

%age of saling of products

32%

16%20%

8%

16%8%

TV

W.M.

Refr

A.C.

Computers

Mobile

Interpretation:-This chart is showing that %age of sales of TV is 32%

which is more than that of others. It means the selling of TV is more

than that of other LG products

Q3. In which season the selling of products is more?

Months No of respondents %age of

respondents

Jan-March 3 15%

Apr-June 9 45%

July-Sep 1 5%

Oct-Dec 7 35%

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Interpretation:-This chart is showing that in the month of April to June

the sales of LG products is very high than that of other which is 4%.it

mean it may after that in the month of October to December the sales of

LG product is also more.

Q4.Which factors influence the consumers to purchase the LG

products?

Factors No of respondent %age of

respondents

Quality 4 18%

Price 3 14%Sales promotion

activities

2 9%

Brand image 12 54%

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Services 1 5%

%age of factors influence consumer topurchase LG product

18%

14%

9%54%

5%

quality

price

sales promotion

activities

brand image

services

Interpretation:-Brand image is influenced most of the people to purchase

the consumer durable.

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Q5.Opinion of the credit facilities are provided by the company?

Level of satisfaction No of respondents %age of respondents

Very satisfied 2 10%

Somewhat satisfied 4 20%

Somewhat dissatisfied 11 55%


%age of level of satisfaction of dealers

10%

20%

55%

15%

very satisfied

somewhat

satisfied

somewhat

dissatisfied

very dissatisfied

Interpretation: - the dealers are not getting the credit facility by the LG

which make them more dissatisfied.

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Q6. Are you satisfied with the promotional activities of the company?

Level of satisfaction No of

respondents

%age of

respondents

Very Satisfied 2 10%



Very dissatisfied 0 0%

%of respondents

10%

65%

25% 0%

very satisfied

somewhat

satisfied

somewhat

dissatisfied

very dissatisfied

Interpretation:-This chart is showing that most of the dealers are somewhat

satisfied with the promotional activities of the company because the %age of

somewhat satisfied is more than that of other which is 65 % and 25% dealers

are somewhat dissatisfied also.

Q7. Are you satisfied with the distribution system of LG?

Levels No. of respondents % of respondents

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Satisfied 3 15%




%age of respondents

15%

60%

25% 0%

very satisfied

somewhat

satisfied

somewhat

dissatisfied

very dissatisfied

Interpretation:-By this chart we have come to know that 60%of dealers are

some what satisfied with the distribution system of LG Company but 25%

people are somewhat dissatisfied also and only 15% dealers are satisfied with

the distribution system of company.

Q8. What is your annual sale of LG products?

Income level No. of %age of

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respondents respondents

Less than 5 lac 4 20%

5 to 10 lac 9 45%

10 to 15 lac 5 25%

More than 15 lac 2 10%

%of respondent's annual income

20%

45%

25%

10%>5 lac

5-10 lac

10-15 lac


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%of respondents

10%

65%

25%0%

very satisfied

somewhat

satisfied

somewhat

dissatisfied

very dissatisfied




are somewhat dissatisfied also.

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DEALERSOF

SAMSUNG

Q1-You are dealing with the Samsung brands from?

No of years No of respondents %age of

respondents

5 years 9 45%

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5-10 years 6 30%

More than 10 years 5 25%

Interpretation: - Above graph shows that about half of the dealers selling

from 5 years and rest of them more than 5 years that means they are

satisfied with company. So they are doing regularly.

Q2-Which products of Samsung are most preferable by customers?

Product No of respondents %age of

respondents

TV 9 36%

Washing machine 3 12%

Refrigerator 5 20%

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AC 3 12%

Computer 4 16%

Mobile 1 4%

Interpretation:-This chart is showing that %age of sales of TV is 36%

which is more than that of others. It means the selling of TV is more

than that of other Samsung products

Q3. In which season the selling of products is more?

Months No of respondents %age of

respondents

Jan-March 4 30%

Apr-June 7 35%

July-Sep 3 15%

Oct-Dec 6 20%

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Interpretation:-This chart is showing that in the month of April to June

the sales of Samsung products is very high than others.

Q4.Which factors influence the consumers to purchase the Samsung

products?

Factors No of respondent %age of

respondents

Quality 6 27%

Price 4 18%

Sales promotion

activities

2 9%

Brand image 8 37%

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Services 2 9%

Interpretation:-Brand image is influenced most of the people to purchase

the consumer durable.

Q5.Opinion of the credit facilities are provided by the company?

Level of satisfaction No of respondents %age of

respondents





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Interpretation: - the dealers are not getting the credit facility by the

Samsung which make them more dissatisfied.

Q6. Media plays an important role of making the awareness of the product.

What do you think?

Percentage No of respondents

20%-30% 1

30%-50% 3

50%-70% 9

70%-90% 7

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Q7. Are you satisfied with the distribution system of Samsung ?

Levels No. of respondents % of respondents

Satisfied 5 25%




54

5%20%

45%

30% 20%-30%

30%-50%

50%-70%

70%-90%


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Interpretation:-By this chart we have come to know that 60%of dealers are

some what satisfied with the distribution system of Samsung Company but 15%

people are somewhat dissatisfied also and only 25% dealers are satisfied with

the distribution system of company.

Q8. What is your annual sale of Samsung products?

Income level No. of

respondents

%age of

respondents

Less than 5 lac 5 25%

5 to 10 lac 9 45%

10 to 15 lac 4 20%

More than 15 lac 2 10%

55

%age of respondents

15%

60%

25% 0%

Somewhat dissatisfied

somewhatsatisfied

verysatisfied

very dissatisfied


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Interpretation:-By this chart we have come to know that the area where we have

done survey the %age of annual income of dealers is more within the limit of 5

to 10 lac.

Q9. Are you satisfied with the promotional activities of the company?

Level of satisfaction No of

respondents

%age of

respondents





56

%of respondent's annual income

20%

45%

25%

10%10-15 lac

5-10 lac

>5 lac


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are very satisfied .

Suggestions and recommendations

Company should make advertisement of products aggressively in

the way of hoardings which increase the more visualizes

customer.

Company should provide credit facility to the dealer in a better way

by which they can increase their sale

Dealers should consider the demand of people from time to time

so that they come to know what people want in a particular period

of time.

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%of respondents

10%

65%

25% 0%

somewhat dissatisfied

somewhatsatisfied

verysatisfied

very dissatisfied


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LG and Samsung needs to mend and maintain its service networkand adopt a good pricing strategy.

Limitations of the project:-

1) The study work is restricted to only the city of Dehradun.

2) As I had to prepare for the exams also, so I was not able to give

hundred percent to the project.

3) As the project is based on dealers survey, so they may be biased.

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4) Time constraint was another limitation while doing this research.

References:-

Business research methods (Icfai publications)

Marketing management (Icfai publications)

www.lg.com

www.samsung.com

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QUESTIONNAIRE:-

Dear sir/madam,

I, the student of ICFAI UNIVERSITY, Dehradun conducting a survey on dealersatisfaction of LG and Samsung products as a part of our curriculum. I assure that informationgiven by you will be kept confidential.

Q1- You are dealing with the LG/Samsung brands from..

(1) 5 years (2) 5-10 years

(3) More than 10 years

Q 2-Which products of LG/Samsung is most preferable by customers?

(Please specify

Q3-In which season the selling of products is more?

(1)Jan-march (2) April-June

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(3)July-sep .(4) Oct-Dec

Q4-Which factors influence the dealers to purchase the LG/Samsung products?

(1). Quality (2) Price

(3). Sales promotion activities (4) Brand image(5). Services

Q5- Opinion on the availability of credit facilities provided by the company?

(1) Very satisfied (2) Somewhat satisfied

(3) Somewhat dissatisfied (4) Very dissatisfied

Q6-Media plays an important role of making the awareness of the product. What do you think?

(1) 20% to 30% (2) 30% to 50%(3) 50% to 70% (4) 70% to 90%

Q7- What are the factors in media which makes the consumer more attentive towards the new,improved and innovative products and technology?

(1)Television (2) News paper

(3) Internet (4) Magazines

(5) Hoardings (6) specify if any

Q8-Are you satisfied with the promotional activities of the company?

(1) Very satisfied.

(2) Somewhat satisfied.

(3) Somewhat dissatisfied.

(4) Very dissatisfied.

Q9- Opinion of dealers on the regular supply of goods?

...............................................................................................

.

Q10- What is your annual sale of LG/Samsung products?

(1) Less than 5 Lac (2) 5Lac to 10 Lac

(3) 10 Lac to 15 Lac (4) More than 15 Lac

Q11-Are you satisfied with the distribution system of LG/Samsung?

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(1) Very satisfied. (2) Somewhat satisfied

.(3) Somewhat dissatisfied. (4) Very dissatisfied.

Q12-what is your suggestion to the company for improving the performance of sales?

(1) By improving the advertisement (2) By providing the discount(3) By improving the quality (4) By increasing the margin

Q13- Apart from the above options if any other suggestion you have then please specify .........................................................

Name-

Age-..

Address-

Contact no.-..

Final Report MT-I

Documents

Transcript of Final Report MT-I