Synopsis of Project - Samsung Camcorder

8/3/2019 Synopsis of Project - Samsung Camcorder

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ANALYSIS OF MARKETING STRATEGY OF SAMSUNG CAMCORDER IN U.A.E

TO

SIKKIM MANIPAL UNIVERSITY, KARNATAKA, INDIA

In partial fulfillment of the requirements for the award of the Degree of MBA in (MARKETING)

SUBMITTED BY:

(MR. KEVIN RIBEIRO)

(531011111)

Under the Guidance of

(Mr. Neeraj Sharma)

(Master of Business Administration)

(TOSHIBA)

SUBMITTED TO

Project Coordinator

Wisdom Business School

RAKIA Free Zone



INTRODUCTION

Samsung Camcorder is the only product in the Samsung portfolio that has not been successful

in comparison to all the other Electronic products it has in its arsenal, the aim of the study is to

enable Samsung Camcorder to be successful in the UAE market.

Camcorder is a product that falls under the Consumer Electronics Category

Definition:

A Camcorder (video camera recorder ) is an electronic device that combines a video camera and

a video recorder into one unit. Equipment manufacturers do not seem to have strict guidelines

for the term usage. Marketing materials may present a video recording device as a camcorder ,

but the delivery package would identify content as video camera recorder .

In order to differentiate a camcorder from other devices that are capable of recording video,

like mobile phones and digital compact cameras, a camcorder is generally identified as a

portable, self-contained device having video capture and recording as its primary function.

The earliest camcorders employed analog recording onto videotape. Tape-based camcorders

use removable media in the form of video cassettes. Nowadays, digital recording has become

the norm, with tape being gradually replaced with other storage media such as internal flash

memory, hard drive, and SD card. As of January 2011, none of the new consumer-class

camcorders announced at the 2011 International Consumer Electronics Show record on tape.

Camcorders that do not use magnetic tape are often called tapeless camcorders, while

camcorders that permit using more than one type of medium, like built-in hard disk drive and

memory card, are sometimes called hybrid camcorders.

Company History:

Samsung Electronics was founded in 1969 in Daegu, South Korea as Samsung Electric Industries,

originally manufacturing electronic appliances such as TVs, calculators, refrigerators, air

conditioners and washers. By 1981, the company had manufactured over 10 million black and

white TVs. In 1988, it merged with Samsung Semiconductor & Communications.



It is noteworthy that Samsung Electronics has grown in leaps and bounds in a business

notorious for cyclical fluctuations. Founded in 1938 as a food processing and textile purveyor,

the parent group entered the electronic business as late as in 1969 when it created under its

wings an electronic component subsidiary. It was a decision made after considering the fast-

growing domestic demand for electronic goods.

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

Network, and LCD Digital Appliance.

The Digital Media business area covers computer devices such as laptop computers and laser

printers; digital displays such as televisions and computer monitors; and consumer

entertainment devices such as DVD players, MP3 players and digital camcorders; and home

appliances as refrigerators, air conditioners, air purifiers, washers, microwave ovens, and

vacuum cleaners.

The Semiconductor business area includes semiconductor chips such as SDRAM, SRAM, NAND

flash memory; smart cards; Mobile Application Processors; Mobile TV receivers; RF

transceivers; CMOS Image sensors, Smart Card IC, MP3 IC, DVD/BD/HD-DVD Player SOC and

multi-chip package (MCP); and storage devices such as optical disc drives and hard disk drives.

The Telecommunication Network business area includes multi-service DSLAMs and fax

machines; cellular devices such as mobile phones, PDA phones, and hybrid devices called

Mobile Intelligent Terminals (MITs); and satellite receivers.

The LCD business area focuses on producing TFT-LCD and organic light-emitting diode (OLED)

panels for laptops, desktop monitors, and televisions.

Samsung Print was established in 2009 as a separate entity to focus on Business to Business

Sales and has released a broad range of multifunctional devices and printers and more.



Samsung Profile:

At Samsung our gaze is cast forward, beyond the next quarter or the next year, ahead into

areas unknown. By charting a course toward new businesses and new challenges, we are

sowing seeds for future success.

2011 Financial Highlights

AMOUNTS IN BILLIONS WON DOLLARS EUROS

Net Sales* 254,561.5 220.1 165.9

Total Assets 391,391.9 343.7 258.7Total Liabilities 230,688.5 202.6 152.5

Total Stockholder's Equity 160,693.5 141.1 106.2

Net Income* 24,497.9 21.2 16.0



Competitor Analysis:

Canon | Creative | DXG | JVC | Kodak | Panasonic | RCA | Samsung | Sanyo | Sony

| Toshiba | ViewSonic | Vivitar | Zoom

Canon

A key player in the camcorder market. This camcorder brand consistently produces good to

very good high-definition models, some that have recently topped our Ratings. Vixia

camcorders are Canon's high-definition models, which use media cards and flash memory to

record video. Canon does not offer inexpensive pocket video cameras.

Creative

Creative has not introduced any new models in 2011.

DXG

Offers a wide range of inexpensive high-definition and standard-definition pocket camcorders,

some waterproof models, and a trendy Luxe collection in a variety of designs.

JVC

JVCs Everio line of high-definiton and standard-definition camcorders consistently produces

good high-definition and standard-definition models that record to internal flash memory,

media cards, or hard disk drives. While JVC also offered a line of inexpensive Picsio pocket

camcorders, it has announced that it will no longer offer pocket models in 2011.

Kodak

Although Kodak has been a well-known name in digital cameras for many years, its camcorders

are less popular. The company offers a limited line of inexpensive high-definition pocket video

cameras, including a recently introduced high-definition waterproof Playsport model.

Panasonic

Offers a wide range of high-definition and standard-definition models that record to hard disk

drives, media cards (including new SDXC cards) and flash memory. Brand consistently produces



good to very good models, some of which have recently topped our Ratings. Panasonic

recently introduced a line of Pocket Video Cameras, and has often offered new technologies,

such as models with face detection. Models tend to be very easy to use.

RCA

RCA was among the first brands to offer inexpensive pocket video cameras but has not

introduced any new models in 2011.

Samsung

This brand has increased its presence in the product category by introducing a range of new

flash-memory and media-card-based high-definition, standard-definition, and pocket

camcorder models. Its models with active angle lens make holding the camcorder easier and

more convenient.

Sanyo

Sanyo has been acquired by Panasonic and it has not introduced new camcorders in 2011.

Sony

Leads the camcorder industry in market share and offers the largest model selection of

standard- and high-definition models, some that have recently topped our Ratings. Sony has

expanded its line of inexpensive Bloggie pocket camcorders and has introduced a 3D Bloggie.

Consumer models are known as Handycams. It no longer offers tape-based camcorders and has

recently added SD/SDHC media card compatibility to its traditional proprietary Memory Stick

compatibility.

Toshiba

Previously available overseas only, Toshiba now offers an expanded line of Camileo standard

camcorders and Camileo pocket camcorders for the U.S. market.

ViewSonic

Viewsonic's line of ViewFun compact pocket video camcorders includes models that offer 3D

capability and models with a built-in pico projector.



Vivitar

Vivitar offers a range of inexpensive pocket camcorders, including standard-definition and high-

definiton models, in various forms, including some waterproof models.

Zoom

Zoom offers only one model in this product category. Its compact pocket video

camcorder combines HD video with integrated high-quality condenser stereo microphones in a

unique form.

PROBLEM IDENTIFICATION & PROBLEM FORMULATION

Samsung needs to gain Market Share in the Camcorder segment. Currently Samsung have a

very low ranking in the Camcorder market in the UAE and is catering to only a limited audience.

In comparison to other Consumer Electronic Products like (LCD Television, Plasma Television,

Refrigerators, Washing Machines, Digital Still Cameras, Smart Phones, etc.) they have not been

able to capitalize the same Market Share in the Camcorder Sector, though they have innovative

products the product itself is not positioned correctly. Focus has mainly been directed towards

other Consumer Electronic products mentioned above and less focus on the Camcorder

Product.

The resultant increase in Market Share will help Samsung achieve their goal in being one of the

leaders in the overall Consumer Electronic Market which is their ultimate goal. The innovation

and technological enhancements will provide the market more options to choose from and

competitive pricing making technology affordable. The innovative products will add to a higher

Quality of lifestyle for Society in general. The Camcorder Market will be able to sustain much

better and able to compete with other products which is being sought after as a product to

Digital Convergence.

Problem Identification:

y To Increase Market Share

y Product Differentiation



y Price Positioning

y Distribution Analysis

y Channel Relevance

PROBLEM / ISSUE

Samsung have recognized the problem with the Camcorder product and is looking at ways in

which to increase its significance in the Camcorder Industry. In line with its aim to be the Leader

in the Consumer Electronics Market and being the top 5 brands in 2020.

The present scenario of the product not being successful is an issue as it has been existing for

some time now and in-roads need to be made into an already existing market for the product

with the likes of (Sony, Canon, JVC) already established in the Camcorder segment, the

challenge is pretty tough, but not one that cannot be solved.

Through proper Research and Planning the option for increasing the presence for Samsung

Camcorder is very much possible.

Problem:

y Product to be internally analyzed with its relevance to features in comparison to likeproducts of other brands

y Pricing to be reviewed in comparison to competition

y Distribution choice of the relevant Channel, very important as it can lead to unnecessary

increase in cost if not targeted properly

Issue:

y To be a leader in the Camcorder business as the present scenario is not very favorabledue to current strategies not being too effective

y To gain Consumer Confidence, as the product has not been one the key focus products

in comparison to others like the (Panel Televisions and Smart Mobile Phones categories)

which are enjoying quite high leadership position



OBJECTIVE & SCOPE OF STUDY

Objective:

1. Increase Market Share Presently Samsung Camcorder is placed pretty low in the

ranking of Camcorders in comparison to the likes of (Sony, Canon, JVC, Panasonic)

2. Product Differentiation Samsung have been competing in only few segments of the

product and needs to cater to more segments with additional features.

3. Price Positioning Right price positioning will be key factor as the product is currently

positioned at very low end or extreme high end.

4. Distribution Analysis & Channel Relevance Samsung need to look at the distribution

of the product in the right Channels in order to gain share and provide them maximum

benefit in terms of turnover and Market Share.

Scope of Study:

"Scope" defines the parameters of the .... this can be an object, or a theory process, activity.

Describing either future, current or past knowledge or statements of descriptive activity,

experience etc. Scope always unless of the unlimited nature (specific) will define specific

boundaries. Such as a manual is used to define employee duties or company procedures,

studies are used to obtain and knowledge to arrive at a logical finishing point. The definitions of

scope are the "borders" where the objective, knowledge, instruction or outcome of the activity

is found.

Samsung with careful Planning through research will be able to overcome the barriers and thus

obtain the results desired of being one of the leading brands in the Camcorder segment.

Relevant facts collected through the research methodology will enable Samsung to gain

significant grounds in a very limited span of time owing to the product being already produced

and established.

The scope of study will extensively cover the various Research Methodologies in the form of

Primary and Secondary data.



HYPOTHESIS

Samsung have recognized the problem with the Camcorder product and is looking at ways in

which to increase its significance in the Camcorder Industry. In line with its aim to be the Leader

in the Consumer Electronics Market and being the top 5 brands in 2020.

DATA COLLECTION

The sources of data may be classified into:

a. Primary sources

b. Secondary sources.

a. Primary Sources of Data:

Primary sources are original sources from which the researcher directly collects data that have

not been previously collected e.g.., collection of data directly by the researcher on brand

awareness, brand preference, brand loyalty and other aspects of consumer behaviour from a

sample of consumers by interviewing them,. Primary data are first-hand information collected

through various methods such as observation, interviewing, mailing etc.

Advantage of Primary Data:

y It is original source of data

y It is possible to capture the changes occurring in the course of time.

y It flexible to the advantage of researcher.

y Extensive research study is based of primary data

Disadvantage of Primary Data:

y Primary data is expensive to obtain

y It is time consuming

y It requires extensive research personnel who are skilled.

y It is difficult to administer



Methods of Collecting Primary Data:

Primary data are directly collected by the researcher from their original sources. In this case,

the researcher can collect the required date precisely according to his research needs, he can

collect them when he wants them and in the form he needs them. But the collection of primary

data is costly and time consuming. Yet, for several types of social science research required

data are not available from secondary sources and they have to be directly gathered from the

primary sources. In such cases where the available data are in appropriate, inadequate or

obsolete, primary data have to be gathered. They include: socioeconomic surveys, social

anthropological studies of rural communities and tribal communities, sociological studies of

social problems and social institutions. Marketing research, leadership studies, opinion polls,

attitudinal surveys, readership, radio listening and T.V. viewing surveys, knowledge-awareness

practice (KAP) studies, farm managements studies, business management studies etc. There are

various methods of data collection. A Method is different from a Tool while a method refers

to the way or mode of gathering data, a tool is an instruments used for the method. For

example, a schedule is used for interviewing. The important methods are (a) observation, (b)

interviewing,(c)mail survey,(d)experimentation,(e) simulation and (f) projective technique.

b. Secondary Sources of Data:

These are sources containing data which have been collected and compiled for another

purpose. The secondary sources consists of readily compendia and already compiled statistical

statements and reports whose data may be used by researchers for their studies e.g., census

reports , annual reports and financial statements of companies, Statistical statement, Reportsof Government Departments, Annual reports of currency and finance published by the Reserve

Bank of India, Statistical statements relating to Co-operatives and Regional Banks, published by

the NABARD, Reports of the National sample survey Organization, Reports of trade



associations, publications of international organizations such as UNO, IMF, World Bank, ILO,

WHO, etc., Trade and Financial journals newspapers etc.

Secondary sources consist of not only published records and reports, but also unpublished

records. The latter category includes various records and registers maintained by the firms and

organizations, e.g., accounting and financial records, personnel records, register of members,

minutes of meetings, inventory records etc.

Features of Secondary Sources:

Though secondary sources are diverse and consist of all sorts of materials, they have certain

common characteristics. First, they are readymade and readily available, and do not require the

trouble of constructing tools and administering them.

Second, they consist of data which a researcher has no original control over collection and

classification. Both the form and the content of secondary sources are shaped by others.

Clearly, this is a feature which can limit the research value of secondary sources. Finally,

secondary sources are not limited in time and space. That is, the researcher using them need

not have been present when and where they were gathered

Use of Secondary Data:

The second data may be used in three ways by a researcher. First, some specific information

from secondary sources may be used for reference purpose. For example, the general statistical

information in the number of co-operative credit societies in the country, their coverage of

villages, their capital structure, volume of business etc., may be taken from published reports

and quoted as background information in a study on the evaluation of performance of

cooperative credit societies in a selected district/state.

Second, secondary data may be used as bench marks against which the findings of research

maybe tested, e.g., the findings of a local or regional survey may be compared with the national



averages; the performance indicators of a particular bank may be tested against the

corresponding indicators of the banking industry as a whole; and so on.

Finally, secondary data may be used as the sole source of information for a research project.

Such studies as securities Market Behaviour, Financial Analysis of companies, Trade in credit

allocation in commercial banks, sociological studies on crimes, historical studies, and the like,

depend primarily on secondary data. Year books, statistical reports of government

departments, report of public organizations of Bureau of Public Enterprises, Censes Reports

etc., and serve as major data sources for such research studies

Advantages of Secondary Data:

Secondary sources have some advantages:

y Secondary data, if available can be secured quickly and cheaply. Once their source of

documents and reports are located, collection of data is just matter of desk work. Event

the tediousness of copying the data from the source can now be avoided, thanks to

Xeroxing facilities.

y Wider geographical area and longer reference period may be covered without much

cost. Thus, the use of secondary data extends the researchers space and time reach.y The use of secondary data broadens the data base from which scientific generalizations

can be made.

y Environmental and cultural settings are required for the study.

y The use of secondary data enables a researcher to verify the findings bases on primary

data. It readily meets the need for additional empirical support. The researcher needs

not wait the time when additional primary data can be collected.

Disadvantages of Secondary Data:

The use of a secondary data has its own limitations.



y The most important limitation is the available data may not meet our specific needs.

The definitions adopted by those who collected those data may be different; units of

measure may not match; and time periods may also be different.

y The available data may not be as accurate as desired. To assess their accuracy we need

to know how the data were collected.

y The secondary data are not up-to-date and become obsolete when they appear in print,

because of time lag in producing them. For example, population census data are

published two or three years later after compilation and no new figures will be available

for another ten years.

y Finally, information about the whereabouts of sources may not be available to all social

scientists. Even if the location of the source is known, the accessibility depends primarilyon proximity. For example, most of the unpublished official records and compilations

are located in the capital city, and they are not within the easy reach of researchers

based in far off places.

RESEARCH TOOLS APPLIED

Quantitative and Qualitative Data collection methods

The Quantitative data collection methods, rely on random sampling and structured data

collection instruments that fit diverse experiences into predetermined response categories.

They produce results that are easy to summarize, compare, and generalize.

Quantitative research is concerned with testing hypotheses derived from theory and/or being

able to estimate the size of a phenomenon of interest. Depending on the research question,

participants may be randomly assigned to different treatments. If this is not feasible, the

researcher may collect data on participant and situational characteristics in order to statistically

control for their influence on the dependent, or outcome, variable. If the intent is to generalize

from the research participants to a larger population, the researcher will employ probability

sampling to select participants.

Typical quantitative data gathering strategies include:



y Experiments/clinical trials.

y Observing and recording well-defined events (e.g., counting the number of patients

waiting in emergency at specified times of the day).

y Obtaining relevant data from management information systems.

y Administering surveys with closed-ended questions (e.g., face-to face and telephone

interviews, questionnaires etc).

Interviews

In Quantitative research (survey research), interviews are more structured than in Qualitative

research. In a structured interview, the researcher asks a standard set of questions and nothing

more.

Face -to -face interviews have a distinct advantage of enabling the researcher to establish

rapport with potential participants and therefore gain their co operation. These interviews yield

highest response rates in survey research. They also allow the researcher to clarify ambiguous

answers and when appropriate, seek follow-up information. Disadvantages include impractical

when large samples are involved time consuming and expensive

Telephone interviews are less time consuming and less expensive and the researcher has ready

access to anyone on the planet who has a telephone. Disadvantages are that the response rate

is not as high as the face-to- face interview but considerably higher than the mailed

questionnaire. The sample may be biased to the extent that people without phones are part of

the population about whom the researcher wants to draw inferences.

Computer Assisted Personal Interviewing (CAPI): is a form of personal interviewing, but

instead of completing a questionnaire, the interviewer brings along a laptop or hand-held

computer to enter the information directly into the database. This method saves time involved

in processing the data, as well as saving the interviewer from carrying around hundreds of

questionnaires. However, this type of data collection method can be expensive to set up and

requires that interviewers have computer and typing skills.



Questionnaires

Paper-pencil-questionnaires can be sent to a large number of people and saves the researcher

time and money. People are more truthful while responding to the questionnaires regarding

controversial issues in particular due to the fact that their responses are anonymous. But they

also have drawbacks. Majority of the people who receive questionnaires don't return them and

those who do might not be representative of the originally selected sample

Web based questionnaires : A new and inevitably growing methodology is the use of Internet

based research. This would mean receiving an e-mail on which you would click on an address

that would take you to a secure web-site to fill in a questionnaire. This type of research is often

quicker and less detailed. Some disadvantages of this method include the exclusion of people

who do not have a computer or are unable to access a computer. Also the validity of such

surveys are in question as people might be in a hurry to complete it and so might not give

accurate responses.

Questionnaires often make use of Checklist and rating scales. These devices help simplify and

quantify people's behaviors and attitudes. A checklist is a list of behaviors, characteristics, or

other entities that the researcher is looking for. Either the researcher or survey participant

simply checks whether each item on the list is observed, present or true or vice versa. A rating

scale is more useful when a behavior needs to be evaluated on a continuum. They are also

known as Likert scales.

Qualitative data collection methods play an important role in impact evaluation by providing

information useful to understand the processes behind observed results and assess changes in

peoples perceptions of their well-being. Furthermore qualitative methods can be used to

improve the quality of survey-based quantitative evaluations by helping generate evaluation

hypothesis; strengthening the design of survey questionnaires and expanding or clarifying

quantitative evaluation findings. These methods are characterized by the following attributes:



y They tend to be open-ended and have less structured protocols (i.e., researchers may

change the data collection strategy by adding, refining, or dropping techniques or

informants)

y They rely more heavily on interactive interviews; respondents may be interviewed

several times to follow up on a particular issue, clarify concepts or check the reliability

of data

y They use triangulation to increase the credibility of their findings (i.e., researchers rely

on multiple data collection methods to check the authenticity of their results)

y Generally their findings are not generalizable to any specific population, rather each

case study produces a single piece of evidence that can be used to seek general patterns

among different studies of the same issue

Regardless of the kinds of data involved, data collection in a qualitative study takes a great deal

of time. The researcher needs to record any potentially useful data thoroughly, accurately, and

systematically, using field notes, sketches, audiotapes, photographs and other suitable means.

The data collection methods must observe the ethical principles of research.

The qualitative methods most commonly used in evaluation can be classified in three broad

categories:

y indepth interview

y observation methods

y document review

CONCLUSION

y Study conducted to increase the Market Share of Samsung Camcorder in the U.A.EMarket.

y Samsung has mapped out a specific plan of reaching $400 billion in revenue and

becoming one of the worlds top five brands by 2020.



y A number of Marketing Strategies involved to aid the Samsung Camcorder product

succeed.

y Thorough Research conducted in knowing the position of the brand in order to drive its

success.

Synopsis of Project - Samsung Camcorder

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