Secondary Data : Refers to data that is collected by someone other than the primary user.

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Common sources of secondary data for social science include censuses, information collected by
government departments, organizational records and data that was originally collected for other
research purposes.
Secondary Data in Marketing Research: A company’s internal data, such as sales and
marketing records, customer account information, product purchasing, and usage data are typical
secondary data sources. Previously prepared marketing research reports may also be a great
source of insights as you seek to solve a new or related business problem. Marketing researchers
may also compile a large amount of internal data into a shared database and conduct marketing
analytics to understand patterns in customer behavior, market trends, and other insights to guide
management and marketing strategy decisions.( Chapter 3: Marketing Research: An Aid to
Decision Making, from Introducing Marketing. Authored by: John Burnett. Provided by: Global
Text.) (Burnett.)
“The brand for which I have collected Secondary data that is SAMSUNG”

History: From its inception as a small export business in Taegu, Korea, Samsung has grown to
become one of the world's leading electronics companies, specializing in digital appliances and
media, semiconductors, memory, and system integration. Today Samsung's innovative and top-
quality products and processes are world recognized. This timeline captures the major milestones
in Samsung's history, showing how the company expanded its product lines and reach, grew its
revenue and market share, and has followed its mission of making life better for consumers
around the world.
Samsung's History Menu Link
- 2000-Present Pioneering the Digital Age
- 1997-1999 Advancing the Digital Frontier
- 1994-1996 Becoming a Global Force
- 1990-1993 Competing in a Changing Tech World
- 1980-1989 Entering the Global Marketplace
- 1970-1979 Diversifying in Industries and Electronics
- 1938-1969 Samsung's Beginnings
- 1938-1969 Samsung's Beginnings
On March 1, 1938, founding chairman Byung-Chull Lee started a business in Taegu, Korea, with
30,000 won.
At the start, his business focused primarily on trade export, selling dried Korean fish, vegetables,
and fruit to Manchuria and Beijing. In little more than a decade, Samsung-which means "three
stars" in Korean-would have its own flour mills and confectionery machines, its own
manufacturing and sales operations, and ultimately evolve to become the modern global
corporation that still bears the same name today.
• 1970 Black-and-white TV (model: P-3202) production started by Samsung-Sanyo
• 1969 Samsung-Sanyo Electronics established (renamed Samsung Electro-Mechanics in
March 1975 and merged with Samsung Electronics in March 1977)
• 1966 Joong-Ang Development established (known today as Samsung Everland)
• 1963 DongBang Life Insurance acquired (renamed Samsung Life Insurance in July 1989)
• 1958 Ankuk Fire & Marine Insurance acquired (renamed Samsung Fire & Marine
Insurance in October 1993)
• 1954 Cheil Industries Inc. founded
• 1951 Samsung Moolsan established (now Samsung Corporation)
• 1938 Samsung founded in Taegu, Korea (Internet archive by —Brewster Kahle)

Corporate image

• First Samsung logo.

1960s-1993, as corporate logo

1970s

1980-1993, as Samsung Electronics logo

electronics segment.

Samsung's wordmark and current corporate logo.

The basic color in the logo is blue, which Samsung has employed for years, supposedly symbolizing
stability, reliability and Corporate and responsibility. (Korea JoongAng Daily 1965)

Brand Image: Samsung is not just a well-known name, it’s that when it is being said it
immediately invokes certain images such as galaxy phones, electronics, television, blue and
white color, South Korea, tablets, refrigerator which are brand association networks. It is a
South Korean multinational conglomerate company headquartered in Samsung Town, Seoul.
It comprises numerous subsidiaries and affiliated businesses, most of them united under the
Samsung brand. According to revenue it is an industry leading technology company.
Products by Samsung: Samsung has provided its customers with tangible as well as
intangible products. Its wide range of product has strengthened Samsung electronics. Galaxy
series, note series, smartphones, mobile phones, tablets, smartwatch, television, home theatre,
refrigerators, laundry appliances, monitor, cameras, memory, and storage devices are some of
them. It is also famous for its customer service; it has one of the fastest product services. It is
one of the biggest electronics manufacturers in the world.
Samsung’s marketing strategy is one of the most effective strategies because it has helped
a cost-driven company to change its structure and become an authority manufacturer. All of
the products come under the name ‘Samsung electronics’ which is an umbrella approach in
its branding, such that the subsequent products could be easily understood and accepted by
the consumers. Brands name meaning is built over time through firm’s communication to
consumers. Its slogan “The next big thing is here” has taken the company to top of the
smartphone market. Samsung’s smartphones have become their brand image driver.
Customers trust has a positive relationship with the brand reputation. However, Samsung
does not have any tagline/slogan for the company as a whole; they prefer to use unique
taglines for each product.
Samsung and its competitors: In making themselves one of the most quality and innovative
brands within the electronics industry, Samsung strives to be sustainable and achieving a
sustainable competitive advantage by ensuring it remains as the leader within the digital
market. The policy at Samsung is "We will devote out human resources and technologies to
create superior products and services thereby contributing to a better global society".
(Rudenko, et al., 2008).
 As a result of achieving and attaining a competitive advantage and based on its policy,
Samsung has differentiated its products from its competitors from a platform of three
categories. These categories are product attributes, firm linkages, and firm-customer
relationships. The products produced by Samsung are like those produced by its many
competitors, thus making the company deal with this sort of competition in five different
industries. Samsung ensures that the features it incorporates within its products are different
and unique, e.g. it added a pod cast feature within its headsets to give more functionality to
customers. Samsung identified that feature differences is a major attraction to.
The competition between Samsung and other companies
Samsung and Apple
In the electronic industry, apple is the mainly competitor to Samsung in the international
market. Competition from Apple and Samsung defines the global mobile device market. The
two companies together accounted for half of the global smartphone market share. Analysts
said Samsung is to get rid of the identity of the “fast follower”, and became to a true
innovator, Apple has been the world’s leading innovator, and however, recently the
company’s innovation is slowing. In 2012, Samsung Electronics’ global market share is 28%,
more increase than the last year of 20%. In contrast, Apple’s market share amounted to
20.5%, slightly more than last year’s 19% (Samsung, 2013). The competition between apple
and Samsung is the competition between Apple iOS and Google Android two mobile
platforms. Currently, over 2/3 of the smart phone are using the Android system. Meanwhile,
Apple component procurement and assembly of products has been largely outsourced. This
brings to the Apple Company a higher profit margin, but it cannot well control suppliers,
while most of Samsung’s components and products are produced by the company itself. In
addition, Apple focus on high-end mobile device market, Samsung is also aimed at the new
user for the further development.
Samsung and LG
LG is South Korea’s second large group second only to Samsung, LG Group continued to
infinity technology challenge, and is committed to the development of new technologies,
research and development the LG development priorities, but also the strong backing of the
Business Development. LG is the production of flat-panel TVs, audio, and video products, one of
the world’s leading enterprises of mobile phones, air conditioners and washing machines. In the
mobile phone market, LG Electronics was the world’s third largest mobile phone manufacturer
in the past, however, in 2012, has fallen for the fifth-largest mobile phone manufacturer, which
also reflects the inability of the company to launch a competitive product to the market, to
compete with Apple’s iPhone and Samsung Electronics Galaxy products compete. In the South
Korea’s electronics industry, Samsung occupied the mainly market, while LG behind it to
compete the second position. (Samsung Inc. (2013) Introduction of Samsung)
 References
Chapter 3: Marketing Research: An Aid to Decision Making, from Introducing Marketing.
Authored by: John Burnett. Provided by: Global Text.)
Internet archive by —Brewster Kahle.
Dawn Facobucci, D. (1996). Networks in marketing. London: Sage Publications.
Rudenko, et al., 2008.
Peter, R., Dickson, J. and Ginter, L. (1985) Market Segmentation, Product Differentiation,
and Marketing Strategy, Harvard Business Review, 14(4), pp. 182-221.
Subhash C. J., (2000) Marketing Planning & Strategy, Journal of Business Administration, 4,
pp. 23-27.
Samsung Inc. (2013) Introduction of Samsung.