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Research Proposal

Prepared for Katherine D. | Delivered July 20, 2020

Samsung's Lines of Business Online Sales

Goals

To find the proportion of online sales for Samsung's lines of business, as well as before and after the covid-19 crisis. In addition, to find the top 3-5 retailer for each line of business, and whether trade restrictions during covid are affecting supply to US retailers. Another objective is to gather information on whether e-commerce and DTC will grow, and how to adapt to the new reality to drive loyalty.

Early Findings

1) Proportion of Online Sales for Samsung LOBs

  • Mobile (B2C, B2B) : In Q1 2020, Samsung improved its online smartphone sales in the US by 30% compared to Q1 2019, primarily due to the impact of the coronavirus pandemic. The proportion of their online phone sales has increased from 13% of total sales in Q1 2019 to 17% in Q1 2020.
  • Home Appliance : In 2019, Samsung kept its top spot in the US home appliance market with 20.5% market share (of a $25.8 billion market). It has been at the top since 2016. 

2) Proportion of Overall Online Sales Pre and Post Covid

  • Samsung Mobile Phones sales have fallen by 23% in Q1 2020, compared to Q1 2019, with the total phone market in the US falling by 21%.
  • Due to the coronavirus crisis, Samsung announced that it would strengthen its online sales capabilities.

3) Top 3-5 Retailers for each LOB

4) Trade Restriction Impact

5) E-Commerce and DTC

  • A survey has found that 59% of respondents were looking to increase investment in ecommerce channels as a result of COVID-19.

6) New Sales Strategies

  • Strategies to maintain brand loyalty during covid-19 can include additional corporate social responsibility actions, boosting social media presence, and improving customer experience.
Prepared By
Tarik T.
619 assignments | 4.9