Samsung Smart TV Kazakhstan market research

Topics: Brand, Focus group, Samsung Electronics Pages: 36 (8644 words) Published: December 10, 2014


Marketing Research Project
Samsung Company
Group #1

Professor: Vladimir Garkavenko, PhD

Almaty, 2013
Table of Content
Executive summary ……………………………………………………………………………... 3 Background ……………………………………………………………………………………… 4 Problem definition ………………………………………………………………………………. 4 Approach to the problem ………………………………………………………………….......... 5 Research design ………………………………………………………………………………….. 8 Type of research design …………………………………………………………………………...... 8 Information needs ……………………………………………………………………………………. 8 Data collection from secondary sources ………………………………………………………….. 9 Data collection from primary sources …………………………………………………………… 10 Scaling techniques ……………………………………………………………………………….…. 10 Questionnaire development and pretesting ……………………………………………….…….. 10 Sampling techniques ………………………………………………………………………………...11 Fieldwork/data collection …………………………………………………………………………. 11 Data analysis …………………………………………………………………………………… 12 Methodology ……………………………………………………………………………………...... 13 Survey analysis …………………………………………………………………………………….. 13 Focus group ……………………………………………………………………………………...... 15 Interview with experts ……………………………………………………………………………. 18 Results …………………………………………………………………………………………. 20 Limitations and caveats ……………………………………………………………………..... 30 Conclusion and recommendations ………………………………………………………....... 33 Reference list …………………………………………………………………………………... 35 Appendices ……………………………………………………………………………….......... 36 Appendix #1 ………………………………………………………………………………………... 36 Appendix #2 ………………………………………………………………………………………... 46 Appendix #3 ……………………………………………………………………………………….. 50

Executive Summary

Samsung is the company that has constant growth throughout the last decade. For its innovative developments and high quality products Samsung Company has become a prominent brand in the electronic industry. They tend to be sustainable in achieving competitive advantage by remaining in the front row of the market of digital technology. Samsung policy aims to direct human resources and technology to create superior products and services, thereby contributing to a better global society. On Kazakhstani market Samsung operates since 1995 and appears to be one of the leading electronic companies. Today, Samsung sells different home appliances, smartphones and TV sets on Kazakhstani market through many retail stores. In May 2013, Samsung opened their first brand shop in Almaty. The purpose of this research project was to determine customers’ current perception about the Samsung Brand in Kazakhstan and find the key factors in the use of Smart TV, in order to increase Brand identity and as a result create higher profit margins from the Kazakhstani sales. During the research we found out that Samsung Brand is well recognizable among local customers and a lot of people acquainted with the term Smart TV. Moreover, some respondents who participated in our survey said that they even use Samsung Smart TVs and happy with the quality of the device. Deeper description of our findings could be found further in the report. Based on the research we can conclude that the company operates successfully on Kazakhstani market by implementing wise price strategy, cleverly targeting different clusters of customers with wide variety of products. However, as our analysis shows the advertising does not influence too much on the customers decisions in buying Samsung products. The possible recommendations for further Samsung Smart TV development in Kazakhstan would be described in the last part of the report.

Background
Samsung Electronics is a part of one of the largest multi-billion dollar corporations in the world. In 2007 it exceeded the mark of $100 billion in annual sales for the first time in its history. This made it one of world’s leading consumer electronics brand and has added to the list of twenty global brands. By improving their innovations and following technological development Samsung today shows...
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