Samsung's Lines of Business Online Sales
Delivered July 20, 2020. Contributor: Tarik T.
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.
Research proposal:
Only the project owner can select the next research path.