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.

Just one year after its founding,
the Samsung Group established
in 1970 another subsidiary Samsung-NEC jointly with Japan’s NEC Corp. to
manufacture electric home appliances and audio-visual devices. In 1974, it
expanded into the semiconductor business by acquiring Korea Semiconductor, one
of the first chip-making facilities in the country at the time. It was soon
followed by the 1980 acquisition of Korea Telecommunications, an electronic
switching system producer.

In February 1983, Samsung’s founder Lee Byung-chull made an
epoch-making announcement, dubbed the “Tokyo declaration,” that his company
would enter the DRAM (dynamic random access memory) business. And only one year
after the declaration did Samsung became the third company in the world that
developed the 64k DRAM after the United States and Japanese predecessors. The
march from then onward as the pioneer in the memory chip-making industry has
continued to this day for almost three decades.

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Although Samsung Electronics was already one of the biggest
companies in Korea as early as the 1990s, it now is by far the most important
company with unrivaled influence on the economy through a large network of
supplier and partner companies as well as through its own revenue-generating
power. Since the onset of the 1997 Asian financial crisis, the company has become more powerful: While most other
high-tech companies were hit by cash-flow problems after the crisis, Samsung
could avoid financial difficulties by broad-based structural reforms.

After the crisis subsided, Samsung emerged as a global
corporation. For four consecutive years from 2000 to 2003, it posted more than
5-percent net earnings when 16 large conglomerates out of 30 top companies of
the nation went out of business in the wake of the unprecedented crisis.

On 2009 and 2010, the US and EU fined Samsung Electronics
with 8 other memory chip makers for its part in a price fixing scheme from 1999
to 2002. Other companies fined included Infineon Technologies, Elpida Memory (Hitachi and NEC) and Micron Technology. In
December 2010, The EU granted immunity to Samsung Electronics for its part in
informing on other members (LG Display, AU Optronics, Chimei InnoLux, Chunghwa
Picture Tubes and HannStar Display) of a price fixing scheme.

On April 2011, Samsung Electronics Co. have sold their HDD commercial operation to Seagate Technology for about $1.4 billion with payment of 45.2 million of
(Samsung-Seagate) shares (9.6 percent of shares) with value of $687.5 million
and the rest will be paid in Cash.

BACKGROUND: WHY YOU ARE DOING THIS RESEARCH

The
main purpose of doing this research is to know about the demand of LED 3D and
the consumer perception about the product. LED 3D are new in the market.
Companies are claiming that LED 3D has a much better quality as compared to the
previous ones. As a new product it is very fascinating and attract the youth of
our society, especially people who like to play games and who like to watch
movies also want to enjoy better graphics and high resolution reality based
picture quality. For this segment companies introduced 3D screens, and to know
about the perception of people, to know what they actually want to see and
experience and what do they think about the satisfaction from 3D technology is
the main goal of this research.

 

 

BUSINESS
OBJECTIVE

LED
3D tv’s are the new product by Samsung, and they target the particular niche
market, there target market is the SEC A of the society because only that class
could afford it. The upper middle and middle class could not afford it. So our
research helps the company to know what is the demand of their product and how
could they position their product so that people could buy their new advance
product.

RESEARCH
OBJECTIVE

Research objectives are to measure
customer satisfaction about Samsung LED TV with 3D technology in existing
market in order to maintain a competitive advantage.

·        
To
understand the customer’s demand and then knowing their requirements and
looking into ways Samsung LED 3D technology can satisfy the customers’ demands.

·        
To
identify consumers perception and attitude towards advancement in technology
from 2 dimension to vision of 3 dimension.

·        
To
find out the competitive edge of Samsung LED TV over its major competitors

·        
To
ascertain the factors that trigger the purchase of this new 3D technology
Samsung LED TV

·        
To understand
why Samsung changed its choice of supplier from DW to Orient and analyze the
performance of its distribution network.

·        
To
identify unmet needs of customers that has not been catered yet.

RESEARCH
DESIGN

For
the purpose of this study, both qualitative and quanitative research has been
used. The research has conducted two focus groups (user and non-users of 3D TV)
to gauge experiences and perception of the respondents, as a part of the
qualitative study. On the other hand, questionnaires have been administered by
the research for a sample size of 100 respondents, as of using a convenience
sample.

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