Table of contents

S.No Titles

01- About Company
02- History
03- Mission statement
04- Vision statement
05- Management Philosophy
06- Marketing mix Product
• Price
• Place
• Promotion
07- Target market
08- Market Segmentation
• Demographical
• Geographical
• Behavioral
• Psychographical

09- Macro Environmental Factors
• Economical factors
• Technological factors
• Political factors
• Demographical factors
• Socio/cultural factors
10- SWOT Analysis
11- Bibliography

ABOUT COMPANY
Type Public
Industry Consumer electronics
Telecoms equipment
Semiconductors
Home appliances
Founded 1969 (Samsung Electric Industries)
1988 (Samsung Electronics)
Headquarters Suwon, South Korea
Area served Worldwide
Key people Lee Kun-hee (Chairman)
Lee Jae-yong (Vice Chairman)
Kwon Oh-hyun (Vice Chairman and CEO)
Products LCD and LED panels
Mobile phones
Semiconductors
Televisions
Other
Employees 369,000 (2011)
Parent Samsung Group
Website www.samsung.com

Samsung Electronics Co., Ltd. (Korean: 삼성전자) is a South Korean multinational electronics company headquartered in Suwon, South Korea. It is the flagship subsidiary of the Samsung Group and was the world's largest technology company by revenues from 2009 to 2012.Samsung Electronics has assembly plants and sales networks in 61 countries and employs around 369,000 people.

Samsung Electronics is the world's largest mobile phone maker by 2012 unit sales and world's second-largest semiconductor chip maker by 2012 revenues (after Intel Corporation). It has been the world's largest television manufacturer since 2006 and the world's largest maker of LCD panels for eight consecutive years. It has the largest marketshare worldwide in memory chips. The company was the world's largest vendor of smartphones in 2011. Samsung has also established a prominent position in the tablet computer market, with the release of the Android-powered Samsung Galaxy Tab.

HISTORY
Samsung is a Korean company that has risen to prominence in many fields over the years. The size and the scope of the company is almost unimaginable, as they are one of the largest and most diverse companies in the world. While the company is mostly known for their technology division [cell phones, radios, MP3 players, computer screens, and the like] they have many other divisions as well.

The company has expanded from a humble storefront launched in the late 1930s to the largest company in Korea and the second largest company in the world. In addition to the electronics division, which is the most profitable and successful one in the world, the company also has forayed into finance, chemicals, retail, and straight-up entertainment - all with great degrees of success.

The company was once even larger than it is now, but the government, concerned about the power that the company amassed, required the company to drop some of its sub-divisions. Because the company is so large and powerful, they have been accused of bankrupting some other companies - or worse, making the market so that other companies don't stand a chance at the start. They are also very much so the leader in electronic components that other companies use to build products - and as such, can control the market value and inflate prices at will. This is why the government stepped in and attempted to somewhat limit the huge conglomerate's power and scope.

However, it is important to note that the company is responsible for at least 1/5 of the country's exports. As a result, they are in a position of power because of the money they supply to the government. Additionally, their vast number of employees are essential to the country's economy.

The company has been around for quite some time, and although there has been some controversy about their strength and power in South Korea, there is no denying that they benefit the economy greatly by providing jobs, exporting their services, and otherwise doing things that smaller companies would not be equipped to do. Samsung is a powerhouse of a company, with many people worldwide using their products, particularly the electronics such as cell phones and MP3 players. It's not surprising that the company continues to thrive in the ways it does.

MISSION STATEMENT
Keep pace with our growing global operations, rapid changes in the world economy, and escalating competition from well established rivals.

VISION STATEMENT
Samsung Electronics' vision for the new decade is, "Inspire the World, Create the Future."

MANAGEMENT PHILOSOPHY
We will devote our human resources and technology to create superior products and services, thereby contributing to a better global society.

MARKETING MIX
Marketing mix includes PRODUCT, PRICE, PLACE and PROMOTION.

PRODUCT:

SAMSUNG COMFORT REFRIGERATOR

Brand:
Samsung is the brand.
What is new?

Style:
People often waste time standing in front of an open fridge deciding what to snack on. It’s commonly advised to keep your refrigerator door closed, or opened for as little time as possible in order to save energy. Now with our new refrigerator which features a design that allows the inside contents to be visible as users approach the white front, decorative frame door made of brushed aluminum and interior lighting. This technology helps users to see what they need out of the fridge or simply take a glance before making a shopping list without ever having to open the door. This may save up to seven percent of electricity costs per year.

The refrigerator has 2 transparent doors side by side. Left door which stores only solid products like fruits and vegetables etc has an outlet at the bottom that is operated by the

Touch screen
LCD / Remote control on vendor mechanism. It will have 4 horizontal rows in which each row is segmented into 3 boxes. While the other door has a freezer and also can be used for keeping liquid products so is not vendor mechanism operated. If the consumer selects a product using the Touch LCD, the product then comes through a large slot in the fridge. Door operated by vendor machine mechanism with the help of remote.

Samsung introduced a world of next generation kitchen appliances, who would’ve thought a refrigerator will do more than keeping food? Samsung’s new refrigerator packed a 10’’ LCD display that is enabled with WIFI.

FEATURES
LCD offers the following features:
1 – It has a lock that opens the fridge doors only when user will enter the password, the benefit of this feature is that now the things would not be misplaced by the kids who have a habit of throwing things out of the fridge.
2 - Consumers can enter their monthly or weekly list, it notifies them when they are getting out of stock and then at the end when they go for shopping they don’t have to make a list, they will get a prepared list.
3 - With the help of WIFI, it will search for the lowest prices in the nearest stores from the users location for grocery products, the benefit of this feature is user will not get out of budget and it will also help in saving.
4 - User can also search new recipes through LCD with the help of WIFI.
5 - Consumers can leave reminders for their family while leaving home in the notebook App

6 - Weather updater will help consumer to be aware and prepared for any kind of weather before leaving home.
7 - With Intuitive setting option, temperature and ice dispensing can be controlled.
8 - User can enter the box no. on the Touch LCD from which he want something, then it will ask about the quantity and then he can get it from the outlet at the bottom. Its benefit is that if someone just wants 1 apple, he do not have to open the huge door for it
9 - With NEWS app user can stay updated about the world
11- Calendar can help the user reminded about the birthdays and special events for the day.

This Refrigerator tracks expiration dates and alerts consumer when products are nearing their expiration dates. If user will be busy in using other apps, he can also use the remote control attached on the side of the refrigerator to unlock the fridge doors or to enter the box no. to get what he wants through the outlet.

PACKAGING :
1- BOX
2-SILVER METALLIC BRAND LOGO
3-Remote Control stand

GALLERY

SPECIFICATIONS:
Product Width 35-3/4"
Product Weight 364 lbs.
Product Depth 36-1/4"
Height to Top of Refrigerator (in.) 68-1/2
Height to Top of Door Hinge (in.)69-7/8
Counter Depth No
10 inch touch LCD Yes
Total Capacity (cu. ft.) 28.0
Capacity: Freezer (cu. ft.) 7.7
Capacity: Fresh-Food (cu. ft.) 20.3
Temperature Control Type Digital
Factory-Installed Icemaker Yes
Child Lock Yes
Cooling System Twin Cooling plus System®
Surround Air Flow Yes
Power Freeze and Power Cool Options Yes
Humidity Controlled Crispers 2
EZ-Open Handle™ EZ-Open Handle™ on Freezer Door and FlexZone Drawer
Stainless Steel Interior Accents Yes
WARRANTY:
PARTS:2 YEARS,LABOR: 2 YEARS

PRICING STRATEGY
As the customers are becoming more price sensitive so they want a good quality product in low or in a reasonable price. The company is focusing on the customers to satisfy them with the classic and superior quality product in a reasonable price.

The price of Samsung’s Comfort Fridge is based highly on competitors with similar products on the market. While no other company has a fridge built with all the same qualities as the Samsung Comfort Fridge, the price has been based off of similar market prices. The pricing policy includes a high margin as to bring in the most profit for Samsung. While there is a high margin for the prices, they are still priced according to the current market trends. Prices do not include tax or delivery costs. A variety of discounts will be offered to consumers for large purchases, partnerships and direct payments. While consumers do receive a 3% discount for direct payments, a progress payment plan is also offered.

Samsung’s Comfort Refrigerator pricing policy includes:
• High margin
• Priced for business customers
• Competitively priced against competition for the quality and innovations
• Progress payments offered
• discount of 5% is offered for large purchases of ten or more

COMFORT Fridges
• discounts of 5% is offered for partnerships with large chain businesses • when payments are made directly, a 3% discount on the purchase will be applied
• delivery cost is not included in price
• tax is excluded in listed price
• one year service warranty is included

As KSA is economically strong country, the income level is high so people can afford Samsung products. The price of Samsung Comfort Refrigerator is initially set to SR / -
14,999.

Place:
Saudi Arabia is one of the biggest and most important markets for Samsung products. Samsung Comfort Refrigerator is launched in RIYADH –KSA. Samsung will use its factories that are already in place and in working condition to produce it. It will be sold mostly online, where customers can find deals for Free shipping and set up. This also offers consumers the opportunity to analyze reviews and physically see features of our new product rather than hear them from a retail store Associate. It will not be offered in wholesale stores or super centers like Wal-Mart , but the consumer will have the opportunity to purchase them in specialty electronics retail stores like ELECTRO and
CARREFOUR.

PROMOTION
Samsung is known as the number one consumer electronics brand in the world. That is a pretty powerful promotional message on its own. Samsung has launched various advertising campaigns, spending billions of dollars across three continents, North America, Europe and Asia.They also have and will continue to use celebrities such as singing group, The Black Eyed Peas, to promote their products. They use these celebrities in advertisements seen by the public, but also at some of their biggest events in which They display the product and allow the consumers at the events to experience Samsung. This refrigerator will be promoted like other Samsung products
i.e. through:
1- TV commercials
2- Print advertising
3- Online
4- Bill boards
Etc.

TARGET MARKET:
Samsung Company is spread all over the world and has vast product lines. Samsung believes in constant innovation and giving out new products at a steady rate. Samsung’s new refrigerator currently is focusing on upper middle class segments and has targeted specific segments. Samsung also focuses on middle class segments.

MARKET SEGMENTATION
1- GEOGRAPHICAL SEGMENTATION
• STATE: Saudi Arabia
On the basis of the geographical factor we have divided our refrigerator market in these main segments of KSA.
• Urban areas
• Sub urban areas

2- PSYCHOGRAPHICAL SEGMENTATION
Dividing a market into different groups based on social class, lifestyle, or personality characteristics is called psychographic segmentation. On the basis of psychographic segmentation this refrigerator approaches
• SOCIAL CLASS: working class, upper and middle class
• Interests : usually technology lovers
• Personality: Choosy, Stylish, Practical
• Lifestyle: culture oriented, health oriented

3- DEMOGRAPHICAL SEGMENTATION
Market segments of KSA in terms of Demographics point of view, for this new refrigerator include:
• GENDER: Male and Female
• Family size: 1-2, 3-4, 5+
• Education: well educated to understand the technology
• Age group: for 25years and above
• Income: The consumer of this unique refrigerator have high level, like have a high income, because its price is more expensive according to its specifications
• Life cycle: single, married, with children
• Religion or ethnicity: Asian, American, Europe, white, black,
Muslim, etc.
• Nationality : Nationality is not specific

4-BEHAVORIAL SEGMENTATION
Market segments of KSA in terms of Behavioral point of view, include:
• Brand conscious
• Status conscious
• Trend conscious
• Technology conscious
• Quality conscious
• Combination of price and quality
• Comfort conscious

MACRO ENVIRONMENTAL FACTORS
Every organization should understand their operating environment as it allows them to take advantage of the opportunities and minimize threats. 1- ECONOMICAL FACTORS
Following factors are included in the economic factors of SAMSUNG for this new product in KSA:-
• Income:
Income is an important economical factor of Samsung. This factor decides which class Samsung is going to target. In the early time of Samsung they were focusing on the upper class but they introduce some products through which we can say that they target the middle & the upper level as well. The city of Riyadh is like a basket that is filled with economic blessings and viable investment opportunities. So Samsung’s new COMFORT
REFRIGERATOR targets both upper and middle class.

• Consumer Behavior:
Samsung also estimated the behavior of the people, their liking and disliking to make decision, launch and introduce this Refrigerator accordingly in KSA. This Refrigerator will be extremely favored by the Customers as it meets most of their requirements and is easily affordable for them.

• Payment Methods:
Payment method is an important factor in the economical factor of the Samsung. They checked the behavior regarding the payment methods of the people in their previous products. They checked whether one will prefer to give money in the form of cash or plastic money. As the price of this Refrigerator is a heavy amount so people will prefer the payment through plastic money.

2-TECHONOLOGICAL FACTORS
Samsung has captured the hearts of Saudi consumers through its cutting edge technology and effective consumer marketing. Following are the factors included in the technological factor of SAMSUNG in KSA with respect to this Refrigerator:-
• Pace of Change:
Pace of change mean rate of change. As the people of KSA are very choosy and techno lovers therefore SAMSUNG has strategy to introduce new technology whenever they think that it is a time to introduce new technology or modifications. The launch of this
COMFORT Refrigerator is an example of that strategy .It will be favored by Saudi people because of their interest in technology and modifications, also it’s not a big deal for them because they are economically much strong to buy such a product.

• Research & Development:
Research & Development is also an important factor in the Technological factor. SAMSUNG always support the work of research & development in order to introduce the new technology. It has launched this refrigerator after a detailed research on the technology interests of Saudi people, through which they found that it will be favored extremely because of its unique features.

3-POLITICAL FACTORS
Political factors can have a direct impact on the way business operates. Decisions made by government affect us in everyday lives and can come in the form of policy or legislation. The KSA government is on a regular effort improving business relations.
Following are the factors involve in the political factors of the SAMSUNG in KSA:-
Government Policies:
Although SAMSUNG is a foreign company, but they have to obey the policies of the Government where it runs its business activities. It has handled this situation very tactfully and obey the policies of the Government as prescribe by the government of KSA in order to run this kind of business. So the launch of this Refrigerator is not against the Saudi government policies so this Refrigerator can be sell and purchased without any trouble.

Price Policies:
Price policies are also an important factor. SAMSUNG maintain& design its price policies keeping in view the income & income distribution of the people living in the country. As KSA is an economically strong country so the price of new comfort refrigerator is also easily affordable by certain classes of customers in KSA.

4- DEMOGRAPHICAL FACTORS :
Gender
Gender is not specific,both male and female can buy and use it.
Education :
Well educated people who can understand the technology can use it.
Age group and Family size:
25 years or above can purchase it or even younger than that depending upon the income level and anyone starting from 14 to 16 years can use this product. Family size doesn’t matter, it can be 1-2, 3-4 or 5+.
Income:
The consumer of this unique refrigerator should have high level, like have a high income, because its price is more expensive according to its specifications.

• Religion and Nationality :
Consumer of this Refrigerator can have any nationality and any religion.
5-SOCIO/CULTURAL FACTORS :
Social Class:
This Refrigerator targets upper class, working class and middle class.
Culture:
Though the culture of SAMSUNG from where they come is different but they adopt the Saudi culture also. Saudi people are very modern and luxurious people. Samsung comfort refrigerator will satisfy Saudi consumers who highly appreciate Samsung’s advanced technologies and luxurious designs. Religion:
Samsung Comfort Refrigerator will not only adopt the Saudi culture but also the Religion as well. It offers Islamic AZAAN app to the customers, so that they don’t miss there Salah, which is the symbol that they adopted the Muslim religion.

SWOT ANALYSIS
Samsung Created a Unique Brand Image for itself as a high end value driven brand. So its Strengths, Weaknesses, opportunities and threats are directly linked to act as SWOT of its new products and so are for

NEW COMFORT REFRIGERATOR.
• STRENGTHS
• Samsung customers are loyal and trust the brand also, this can play an important role in strengthening Comfort Refrigerator
• Samsung is enjoying for formidable position against competitors. No other Competitor has launched such a Refrigerator yet.
• People of Ksa are techno lovers, Samsung Comfort Refrigerator will approach market through technology and design leadership.
• Samsung electronics focuses on it customer when making its product. Samsung Comfort Refrigerator is according to the demands of Saudi people so it will result an increase in sales.
• Samsung electronics manufactures everything by itself. From microchips to laptops and other electronic gadgets, it dominates over its competitors by manufacturing everything. • Samsung focuses on creating innovative products and in turn, captures the interest of the high end market, Comfort Refrigerator is an example of such products
• Strong brand and global presence

• WEAKNESS
• The demand for LCD panels is expected to decline in the future.
• Samsung Approach market through technology and design leadership: a slow process.
• It is Not targeting the mass market
• Marketing management needs improvement in all facets of marketers.
• It is not user friendly.
• Samsung Comfort Refrigerator’s promotional activities will cost it dearly.

OPPORTUNITY
• Volume of Sales will be increased, hence there will be increase in profit to Samsung.
• Its financial position will become stronger and there will be a scope of entering into unrelated diversification.
• LG is slowing down and has not had any product innovation in the last 6-8 months.
• Customer attraction and loyalty will be strengthened
• Samsung will be able to maintain a good international relationship with other countries
• New trend will be introduced in the market.

• THREATS
• Samsung has wide variety of product lines, failure of one product line will have impact Comfort Refrigerator too and will result in brand dilution
• Threats from Chinese products
• Retail Chains sell consumer electronics and home appliance in low cost strategy which are procured in bulks from foreign market.
• Technological transformation taking place in the industry.
• Inflation
• Samsung electronics has some serious competitors. It would take intense effort and serious planning in the near future to maintain its place on the global markets.

BIBLIOGRAPHY
1-http://www.google.com.sa/
2-http://www.samsung.com
3-http://en.wikipedia.org/wiki/Samsung