Samsung Electronics was founded in1969 in Daegu, South Korea as SamsungElectric Industries, originally manufacturing electronic appliances such asTVs, calculators, refrigerators, air conditioners and washers. By 1981, the company had manufactured over 10 million black andwhite TVs. In 1988, it merged with Samsung Semiconductor & Communications.It is noteworthy that SamsungElectronics has grown in leaps and bounds in a business notorious for cyclicalfluctuations. Founded in 1938 as a food processing and textile purveyor, theparent group entered the electronic business as late as in 1969 when it createdunder its wings an electronic component subsidiary.
It was a decision madeafter considering the fast-growing domestic demand for electronic goods.Just one year after its founding,the Samsung Group establishedin 1970 another subsidiary Samsung-NEC jointly with Japan’s NEC Corp. tomanufacture electric home appliances and audio-visual devices. In 1974, itexpanded into the semiconductor business by acquiring Korea Semiconductor, oneof the first chip-making facilities in the country at the time. It was soonfollowed by the 1980 acquisition of Korea Telecommunications, an electronicswitching system producer.In February 1983, Samsung’s founder Lee Byung-chull made anepoch-making announcement, dubbed the “Tokyo declaration,” that his companywould enter the DRAM (dynamic random access memory) business.
And only one yearafter the declaration did Samsung became the third company in the world thatdeveloped the 64k DRAM after the United States and Japanese predecessors. Themarch from then onward as the pioneer in the memory chip-making industry hascontinued to this day for almost three decades.Although Samsung Electronics was already one of the biggestcompanies in Korea as early as the 1990s, it now is by far the most importantcompany with unrivaled influence on the economy through a large network ofsupplier and partner companies as well as through its own revenue-generatingpower. Since the onset of the 1997 Asian financial crisis, the company has become more powerful: While most otherhigh-tech companies were hit by cash-flow problems after the crisis, Samsungcould avoid financial difficulties by broad-based structural reforms.After the crisis subsided, Samsung emerged as a globalcorporation.
For four consecutive years from 2000 to 2003, it posted more than5-percent net earnings when 16 large conglomerates out of 30 top companies ofthe nation went out of business in the wake of the unprecedented crisis.On 2009 and 2010, the US and EU fined Samsung Electronicswith 8 other memory chip makers for its part in a price fixing scheme from 1999to 2002. Other companies fined included Infineon Technologies, Elpida Memory (Hitachi and NEC) and Micron Technology. InDecember 2010, The EU granted immunity to Samsung Electronics for its part ininforming on other members (LG Display, AU Optronics, Chimei InnoLux, ChunghwaPicture 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.
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6 percent of shares) with value of $687.5 millionand the rest will be paid in Cash.BACKGROUND: WHY YOU ARE DOING THIS RESEARCHThemain purpose of doing this research is to know about the demand of LED 3D andthe 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 theprevious ones. As a new product it is very fascinating and attract the youth ofour society, especially people who like to play games and who like to watchmovies also want to enjoy better graphics and high resolution reality basedpicture quality. For this segment companies introduced 3D screens, and to knowabout the perception of people, to know what they actually want to see andexperience and what do they think about the satisfaction from 3D technology isthe main goal of this research. BUSINESSOBJECTIVELED3D tv’s are the new product by Samsung, and they target the particular nichemarket, there target market is the SEC A of the society because only that classcould afford it.
The upper middle and middle class could not afford it. So ourresearch helps the company to know what is the demand of their product and howcould they position their product so that people could buy their new advanceproduct.RESEARCHOBJECTIVEResearch objectives are to measurecustomer satisfaction about Samsung LED TV with 3D technology in existingmarket in order to maintain a competitive advantage.· Tounderstand the customer’s demand and then knowing their requirements andlooking into ways Samsung LED 3D technology can satisfy the customers’ demands.
· Toidentify consumers perception and attitude towards advancement in technologyfrom 2 dimension to vision of 3 dimension.· Tofind out the competitive edge of Samsung LED TV over its major competitors· Toascertain the factors that trigger the purchase of this new 3D technologySamsung LED TV· To understandwhy Samsung changed its choice of supplier from DW to Orient and analyze theperformance of its distribution network.· Toidentify unmet needs of customers that has not been catered yet.RESEARCHDESIGNForthe purpose of this study, both qualitative and quanitative research has beenused.
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 thequalitative study. On the other hand, questionnaires have been administered bythe research for a sample size of 100 respondents, as of using a conveniencesample.
